American International University Bangladesh

Group Members:

Aditi Alam -- 07-09604-3 07-09554-3

Imran Srabon -- 09-14663-3

The other guys name --

Uddin, Faisal Jashim -- 09-14158-2

Course Teacher: Khan,

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Tahsina Section: A

Radisson Blu
Our Term Paper Topic: A study on the Public Relation strategies & its implications on the Customer service of Radisson Blu
A report submitted to the Department of Marketing, AIUB, in part-fulfillment of the requirements of the final-term examination in Relationship Marketing,

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Spring-Semester 2012.

April 22nd, 2012 Khan, Tahsina Nimmi Department of Marketing American International University-Bangladesh Banani, Dhaka Dear Tahsina Nimmi Khan, In compliance with the fulfillment of the requirements on the subject Relationship Marketing, the students of our group would like to present the term paper entitled Public Relations of Radisson Blue, in accordance with your instructions. The main purpose of the document is to have a full proof knowledge regarding the public relations practices and suggestions to further improve relationships of Radisson with the general public of Bangladesh. This will help a lot of Marketing students and businesses. We hope that this proposal will meet your approval. Very truly yours, Shadowplay Group

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Acknowledgement:
The Information that have been presented in this term paper regarding the companys service offerings are all based on the information provided through its personal website of Radisson. We greatly thank the Radisson, for putting up a comprehensive navigating website and information for its customers9, additionally the huge amount of public relation activities that they usually do to increase the interest of the general public of the country altogether. We would also like to thank our most knowledgeable Relationship marketing course teacher, Tahsina Khan. She has provided us with a wide and valuable set of lectures on Relationship Marketing, expanding our horizons of knowledge on the relationship department of marketing. Last but not the least we would like to thank ourselves, all the group members who worked day and night to bring out this well-attired term paper.

Summary:
The term paper consists of a brief introduction on Radisson and organizational overview or profile of the organization. It starts with the target market analysis consisting of market demographics, behavioral factors, market needs, trends & growth. We have also listed the Product and service offering that GP has for its customers. Competition is really stiff in the hotel and tourism industry worldwide so we also did a competitive background check and a brief competitor analysis. We studied the marketing strategies including Branding & positioning strategy, marketing mix (pricing, distribution, promotion advertising, sales strategy & sales promotion, customer service etc.). Now comes the major part of the report, we studied the Public Relations (overview on PR, its objective, implications for the organization, PR tools, existing PR activities of the company & suggested PR activities). Coming to an end to the term paper with the conclusion of the study and pointing out the references of the data included in the study.

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Table of contents
Our Values....................................................................................................................................8 Yes I Can! Our Vision..................................................................................................................8 Our Purpose..................................................................................................................................8 Xplore.........................................................................................................................................11 Shohoj.........................................................................................................................................11 Bondhu........................................................................................................................................12 Apon............................................................................................................................................12 Baadhon......................................................................................................................................12 Spondon......................................................................................................................................12 Smile...........................................................................................................................................12 djuice...........................................................................................................................................12 Q100............................................................................................................................................12 SHAKE.......................................................................................................................................12 Crystal.........................................................................................................................................12

Body of the Report Rationale of the Study

The hotel and tourism industry of Bangladesh is booming at a great pace, for the past five years the government has really pushed the fact that Bangladesh needs to make use of its tourism resources to increase the income of foreign currencies. Specifically, at the Asian games, ICC Cricket World Cup 2011 and the Asia cup 2012, the tourism of Bangladesh has been very much stressed. The campaign of Beautiful Bangladesh for all the people watching the gentlemans game specifically in more than 200 countries must have noticed this campaign. The hotel industry has improved a great deal in the last decade mostly in Coxs Bazaar. Radisson took the opportunity of the growing economy in this country and the potential of it, to set up a Radisson hotel in Dhaka. We are going
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to make brief study regarding the public relations put into action by Radisson. Further on we are going to analyze the practices and the impact of the activity performed by Radisson and later on bring out suggestions that might further on help and improve its public relations. Organization Overview or Profile of the Organization Radisson Hotels is a major international hotel company with more than 420 locations in 73 countries. The first Radisson Hotel was built in Minneapolis, Minnesota in 1909, and was named after the 17th-century French explorer Pierre-Esprit Radisson. The hotel was purchased by Curt Carlson (19141999) in 1962, and is still owned by his Carlson Companies. The majority of Radisson-branded hotels are located in the United States. The company's headquarters, as well as the headquarters of the parent organization, Carlson Companies, are located in the suburbs of Minneapolis, Minnesota, the city where the first Radisson Hotel was built. The original Radisson Hotel, founded by heiress Edna Dickerson, was opened on December 15, 1909 at 41 South Seventh Street in Minneapolis.

Radisson Blu Radisson Blu, formerly Radisson SAS, is the brand name for Radisson hotels outside the United States, including those in Europe, Africa, and Asia. These are operated by Belgian hotel firm Rezidor Hotel Group under a master franchise contract with Carlson, Rezidor Hotel Group runs the Radisson Blu in Dhaka, Bangladesh. Scandinavian Airlines System (SAS) was previously a major shareholder in Rezidor Hotel Group and licensed its brand for Radisson SAS hotels. Following the withdrawal of SAS from the partnership, the name has been replaced by Radisson Blu, although the new brand is being introduced gradually across the portfolio.

The SAS Group, former owner of Rezidor, announced the withdrawal of SAS on February 4, 2009. A new Radisson Blu hotel is ready for its grand opening in Ethiopia by end of 2011. SAS previously did not exist within the borders of the United States. The first Radisson Blu in the United States opened in downtown Chicago in Aqua, a skyscraper, in November 2011. The second
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one is under construction in Bloomington, Minnesota and will be connected to the Mall of America. Company History The history of Radisson dates back to 1909 when the first Radisson hotel, named after famous French explorer Pierre Radisson, opened in Minneapolis. In 1962 the Radisson was acquired by Curt Carlson, a Minneapolis businessman and entrepreneur. Carlson had rocketed to national prominence in the 1940s and 50s with his successful Gold Bond Stamp Company, which pioneered the concept of customer loyalty programs. Over the brands rich legacy, theyve launched many firsts including the first American brand in the U.S.S.R, the first travel agency loyalty program, look to book, and one of the first partnerships across the Atlantic between Radisson and Rezidor. The Radisson brand is one of the oldest upscale brands in the United States.

Values, Vision & Purpose

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Our Values

Yes I Can! Our Vision Hospitality is all about the individual. And we, at The Rezidor Hotel Group, take pride in our unique Yes I Can! service culture: our Company wide philosophy that ensures that every individual guest is treated with the best positive service attitude at every point of contact. The manager, the waiter, the receptionist, the porter every Rezidor employee plays a vital role in delivering a memorable guest experience at all our hotels and resorts. Yes I Can! is both our vision and the true ethos of what Rezidor is all about. Our Purpose We are a hospitality company managing hotels, brands and real estate, and providing our guests with unique Yes I Can!-experiences. Respect, empowerment and profitable, sustainable growth create value for all our stakeholders.

Industry Analysis:

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Radisson Blu is one of the leading hotels in Bangladesh and it is also the latest 5 star hotel to enter the Bangladesh market, according the leading tripadvisor.com, which has hotel reviews ranks Radisson Blu as the third best hotel in the country after Hotel Westing Dhaka and Pan Pacific Sonargaon Dhaka. The superior hotels in Bangladesh do not face much of a stiff competition compared to the developed countries, specifically because of the few number of world class hotels. The hotels in Dhaka are mostly economical besides that there are some competitors of Radisson Blu, which includes Pan Pacific Sonargaon Hotel, The Westin Dhaka, Ruposhi Bangla Hotel mainly which are comparatively of similar quality and other than that there is no other hotel is within the horizon of the world class level of hospitality in the industry of hotels. There are some other small players in the market such as Lakeshore Hotels & Apartments, Royal Park Residence, Platinum suites, Riggs Inn and Lake Castle. All these are the other competitors in Dhaka all placed in chronological format according to tripadvisor.com. For the last couple of years the Bangladesh government has focused on improving the allover hotel and tourism industry which is a big opportunity for all the hotels in the industry. The country is continuously increasing its operations with international markets, day by day, the numbers of foreign investments are increasing substantially along with foreign deals on a regular basis as Bangladesh has the 2nd biggest RMG industry, a lot of foreign deals are on the go, providing the hotel industry the ideal opportunity to do business in this market.

Target Market Analysis

GrameenPhone targets various market segments and it has its revenue coming up from almost all the major segments that needs to be targeted as a telecommunication company. Since, Bangladeshi people are mostly dependent on the mobile telecommunication providing GrameenPhone with a huge advantage as strength and further opportunity awaits GrameenPhone to further extend its market share in the abundant of prospects that remain un-infiltrated till date. GrameenPhones target market is the mass market. From the year 2008 they started to increase their tariff a little bit but added huge network coverage of about 98% of the country along with crystal clear voice quality. As a result they increased their tariff along with the service value. Market demographics:

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GrameenPhone has different demographics, including corporate and employees at different businesses, GP always targeted the business to business clients, by targeting the organizations they have a huge amount of clients who are both all from the corporate world and also from small and medium entrepreneur organizations. The clients of GP are mostly 25+ in age as this is the starting of the career of both men and women in Bangladesh. The young generation was targeted through the package Djuice which now is a rarely seen package in the market, youngsters mostly cannot afford the costs of GP, and hence, they go for cheap call rate mobile operators. The local farmers and villagers in the rural areas also are very loyal to GP as; GP holds one of the strongest customer relationship management practices with the general public, mostly by emotional form of promotions and advertisement in print, media etc. and also very influential customer service, also aided by their competitive advantage the network which never let the rural people down, when they are in need of communication even if they are far away detached from the flocks of people and civilizations. The high income earners of the society always go for the fastest internet service that is available; price does not play a major role in their choice. While in the case of middle-income earners price plays it all. Around 70% of the Internet users belong to the middle-income group so GrameenPhone have to be very careful dealing this large mass of potential customers. For the middle income earners there should be 3 different usage plans- 3GB, 5GB and 10GB. The 3GB plan should not be more than 800 to 900 taka. The 5GB plan should not exceed the limit of 1000 to 1200 taka while the 10GB plan should remain under 1500taka line. Behavioral factors: In the behavioral segmentation only the usage rate could be considered. There should be three different usage groups. Unlimited users that have to use their mobile phones for to an extent that is unknown, so they go for the postpaid service of GP. Then there are the users that use to a moderate level, some go for the postpaid and some even choose to go for pre-paid packages. The general people who do not continuously interact over the mobile phone usually go for pre-paid packages which are very handy to control in terms of financial expenses. Market needs:

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GP is at the top of the ladder and at this stage there arent much of needs from the market, even though to remain on top of the market it needs to continuously focus on bringing in the best of the service it has been providing roughly since the last 15 years. Though 3G networks is not yet pioneered in Bangladesh, GP should take the advantage of this and bring in 3G network before any of the other competitors do. Trends & growth: In the year 2007 GrameenPhone achieved a 50% growth in customer acquisition. In the year 2009 GrameenPhone reached 23.3 million subscribers with a 44.4% of the market share. The market is yet growing till date but significant amount of growth has not been noticed, to bring up in numbers. GP is rumored to bring in 3G before any other operator in the nation, GP is one of the companies that can be the pioneers as they have a very stable in consistent in making profits from a very long time, growth is expected to increase as they introduce 3G network for the first time in Bangladesh.

Product/service offering
Packages:

Xplore Xplore is a postpaid connection and is available with Mobile to Mobile with BTCL connectivity. BTCL incoming is absolutely free in Xplore.

Shohoj GrameenPhone prepaid connection comes with this pre-activated package where you will be able to talk to any operator number at a low, flat rate of Taka 0.79.

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Bondhu This package with the highest number of F&Fs allows you to talk to your near and dear ones at the lowest rate. Spondon Spondon is the new attractive price plan from Grameenphone which gives you the opportunity to Pay only as much as you will talk

Apon You can talk to over 31 million GrameenPhone numbers at a very low rate of 49 Paisa per minute.

Smile The Grameenphone Smile prepaid connection now gives you more freedom, more opportunities and more reasons to smile!! Baadhon "Baadhon" is a special package which is very suitable for the rural population of Bangladesh.

djuice New djuice price plan from Grameenphone Ltd. is designed with the Youth in mind!

Handsets:

Q100 Messaging has never been so easy

Crystal An engaging device with which you are never alone

Internet Packages:
GrameenPhone internet packages for Handset Browsing:

SHAKE It is one of the coolest handsets ever created in the world and the set shakes!

GrameenPhone offers the most affordable internet packages for handset browsing. You can easily connect to internet by availing any
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of the internet packages offered by GrameenPhone. Minipack Pay per Use (Max BDT 20/day) Pay as you go Minipack 1MB Minipack 3MB Minipack 15MB Minipack 99MB 1GB Package GrameenPhone Internet packages for Laptop/PC Browsing:

You can easily connect to internet by availing any of the internet packages offered by has GrameenPhone. several internet GrameenPhone

packages considering the volume needs of wide range of users. Heavy Internet browsing Package Night Time Heavy Internet browsing Package Daily 150MB Package 3GB Package 1GB Package

International Roaming:
Post-Paid Standard Roaming: Through this service, any GP post-paid subscriber is eligible to enjoy voice SMS service even while s/he is travelling abroad. Our unique One Country, One Rate roaming tariff now allows all valued postpaid roaming subscribers to enjoy same roaming tariff in specific countries - irrespective of different roaming partners different charges, tax etc. SMS Roaming: International roaming service without the VOICE facility is called 'SMS Roaming'. With this service, the subscriber can send/receive SMS while traveling abroad; however, VOICE call facilities will be barred while roaming

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EDGE/GPRS roaming: EDGE/ GPRS is an advanced mobile technology and enables you to use high speed mobile internet and data services. This service can be enjoyed by the post paid subscribers only. Pre-Paid Standard Roaming: Through this service, any GP pre-paid subscriber is eligible to enjoy voice SMS service even while s/he is travelling abroad. In flight Roaming: GrameenPhone is the 1st operator in Bangladesh to launch GSM roaming with AeroMobile. AeroMobile AS provides roaming facility onboard aircrafts, providing global coverage. It is a safe, cost effective solution allowing passengers to use their mobile phones and PDA's whilst in flight. As a result of the agreement, GrameenPhone subscribers with international roaming facility can avail roaming facility on board the aircraft. Maritime Roaming: GrameenPhone international roaming service is now available in sea and enables ship passengers and crew members to do business and stay close with their friends and family members.

Mobile Services:
Call Block Friends & Family Missed Call Alert Mobile Backup MMS Voice Mail Service Pay for Me Flexiload Balance Transfer Vehicle Tracking
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 Voice SMS International SMS

Facebook SMS

Smart Load Buddy Tracker Quick Search

International MMS Ebill

Competitive Background
Competitor analysis: There are six mobile phone operators exist in the telecom industry of Bangladesh GrameenPhone, Banglalink, Robi, Citycell, Airtel, and Teletalk. All the telecom operators are competing with each other in different way. Providing value added services is one of the ways for telecom operators to competing with each other for increase the number of subscribers. Since mobile phone has become very important for the users for day to day communication, mobile phone operators are providing so many other facilities to their customers apart from only talking over phone. The given facilities by the different operators are known as VAS Value Added Services. There are various VAS available, some of them are very general VAS among the different operators and a number of VAS is unique from each other. By providing unique VAS operators are competing along with each other.

Relationship marketing strategy

CRM strategy & practices of relationship marketing in the organization: GP practices operational CRM, which supports a variety of customer-oriented business processes in marketing, sales and service operations; and analytic CRM, which analyzes customer data and transaction patterns to improve customer relationships. Operational and analytic CRM modules provide the major functions of a CRM system. In order to leverage CRM functions, GP uses CRM systems to realize collaborative interactions with customers and business partners through system integration.

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System integration links CRM systems with back-office enterprise systems (such as enterprise resource planning (ERP) and legacy systems) and web-based-business applications via Internetbased communication protocols, and connects these systems with dealers, partners, and customers based on common data standards Since attracting new customers are more costly then retaining the present customers are far cheaper and more profitable in the long run. Hence, companies give more emphasize to their customer service division. So they can provide the better customer service and build up a good relation with the customer and many cases they are successful to retain their present customers and attract new customer by using their own Customer Relationship strategy.
Customer Care and Call centers: GP has largest number of customer care center all over

country. GP strives to provide quality customer service to its customer. They ensure that the customer services and related functions within the company at all times are aligned with and supporting the realization of the company's business objectives. In other case from call center many outbound calls are generating to attract the customer for their different offers. For example in telecom sector may be some outbound calls are generating for attracting the customer to use their internet service or to knock the customer regarding fresh offerings in the market, otherwise customers can get their query or solution of a particular problem simply by dialing 121.
GrameenPhone attempts to provide the best customer services to retain its existing

customers and even attract potential customers, because we know today increasing the sales is not only the primary route to maximizing the profit of the company. Customer retention is certainly an important aspect.
GP is the leading operator for customer caring and billing system: CRM technique of

GP already ensures customer loyalty with end-to-end customer care by direct text message, voice mail, and direct call to the subscribers. Auto generated messages of the CRM systems help to subscribers to understand many unknown facts. The System provides auto voice messages to the caller before making a new call when the client reaches its minimum balance and the bills made (for postpaid subscriber) of the individual subscriber by

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showing every call with call duration, cost, time, and date from the databases of the CRM system.
Village phone: With the help of GrameenPhone, Grameen Telecom operates the national

Village Phone programme, alongside its own parent Grameen Bank and the International Finance Corporation (IFC), acting as the sole provider of telecommunications services to a number of rural areas. Most Village Phone participants are women living in remote areas. Village Phone works as an owner-operated GSM payphone whereby a borrower takes a BDT 12,000 loan from Grameen Bank to subscribe to GP and is then trained on how to operate it and how to charge others to use it at a profit. As in September 2006, there are more than 255,000 Village Phones in operation in 55,000 villages around Bangladesh.
Maintaining good relationship with the Business class people: Business Solution

Package is for them. Additionally, Team Tracker is a new value-added solution for the Business Market. With GrameenPhone "Team Tracker, you can locate your workforce and direct them towards the achievement of your business goals. It ensures better fieldforce management by tracking employees through web and managing tasks in a faster way through both web and SMS.

Medical sector: GrameenPhone signed an agreement with Medinova Medical Services

where GP users will enjoy discount and other facilities from Medinova.
STAR customer: GP segment their existing customer into different segments. The top

most priority segment is their Star customer. This gives a prestige and image to the customers of this particular segment. For maintaining good relationship with their star customer they provide different offerings to them. Such as in February 21st they give 21 SMS, 21 mms and 21 voice SMS free. Free entry to fair of BASIS Soft Expo by showing their SMS.
Bill pay: GrameenPhone introduced GP Bill Pay system. From that their customer can pay

bill from DESCO, WASA and TITAS Gas from their mobile phone at any place. This system makes the life easier and faster of their customer.
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 Railway ticket booking: All we know what the scenario of transportation system before

Eid is in Bangladesh, in order to avoid this and make it easy, GrameenPhone introduced railway ticket booking system.
Djuice: The image of Djuice has been created in such a way that it highly influences the

young generation. Even the image is set up by mentioning the generation as Djuice Generation. And the slogan has also been directly made for the youth to attract them, and give them the feel of prestige, as it says its Fun to be Young. And different offerings from Djuice have a good impact on retaining as well as attracting new youngster segments. Not only for final customer, GP also practices good relationship with some other businesses like shopping malls, restaurants, super shops and different service providers for their djuice Extra Card facility.
Religious aspect: From the religious aspect GP offers Namaz alert. In the month of

Ramadan they offer Sehri and Ifter alert. Sending SMS on the auspicious days of Eid.
Sports: For sports, they sponsored BD national cricket team from a very long time and

they have a very strong relationship with BCB. As well as they are providing sports related stuffs for their customers also, such as BPL updates, gave free T shirt and capes to stadium people when got the sponsorship etc. GP is the official sponsor of the Bangladesh Cricket Board (BCB) and the Bangladesh Football Federation (BFF).

Relationship with Other mobile set companies: By maintaining good relationship with

Nokia and Samsung and Blackberry they offer Mobile Set + SIM packages. Which offer discounted price, rather than buying these two items individually.
Emotional Advertisement: By using emotional aspect of advertising they get a good

emotional attachment or bonding with their customer. Which has a good impact on retaining their customer, this strategy even brings in new customers.
Customers that switched to other operators: For bringing back switched customers their

latest offer is activate deactivated SIM and get 2 BDT talk time for 1 taka use.
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Electronic CRM (eCRM) practice in GP to provide Customer service:

Generally customer calls to 121 for 3 reasons and they are(1) For Query (2) For Request of any sort of service (3) For complaints To provide the service as fast as possible eCRM is designed in such a manner that customer managers can provide the service in highest pace. Each and every customer has their unique ID and password to logging in the software. Here I will try to give a clear idea how a customer recieves customer service and how their problem is solved by using eCRM tools. I have tried to describe most important tools which are highly used when a Customer Manager give the service to their valued customer. Screenshot is given bellow-

After logging on to the software the Customer manager need to login, which basically leads to-

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All the basic information of the customer, the name, address, connection name, whether this customer is prepaid or postpaid all the data will available for the customer manager.

Analysis of CRM strategy

Findings & recommendations GrameenPhone has a very strong base of customer retention and building strong relationships for the long run, even though there can always be some more additions and improvements. Customer satisfaction can be increased by the customer service department but they can also follow the following: We know that customers overall satisfaction will decrease if Cost of waiting time increase day by that means when customer call their respective operators hotline number that time they reach the customer manager after waiting long time. For example if the customer call their particular operators hotline number in any time except mid night then they have to wait 3 to 4 minutes to reach the customer manager. So GrameenPhone need to expand their facility like increase the number of employee though they are using eCRM but they need more customer managers as GP has a huge amount of customers. Additionally they have to wait more than 3-4 minutes to reach the customer manager. Which create a negative impact on customers perception because for solving a single problem they have to spend 6 to 7 Taka. So GP can reduce their call rates for their hotline or customer service number. But they have to reduce it up to an optimum level, because if they reduce the call rates at a minimum level then ultimately the calls will increase dramatically. Then the cost of waiting time increase substantially once again.
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 Satisfaction decrease as it takes long time to solve a single problem. That means when the customer complains about something and other value added service, it takes them a very long time to respond and solve the problem. For example overcharging, friends and family number correction, missed call alert problem. At times they even take 72 hours from customer to solve that particular problem. To achieve the higher customer rate they need to reduce the time of processing the problem in hand, this can be possible when they use high technological software which has higher analytical capability. I also want to mention one more things there are some other factors which are directly involved with customer satisfaction rate. These points are service attitude of customer manager and the solution or outcome of the conversation bring some positive result. The service quality also depends on the key person who deals with the customer over the phone. So the companies need to train their employees in such a manner that they serve each customer as their first customer. And try to increase their analytical power so they can understand the customer problem within a very short period. And other important factor like length of the conversation, understanding capability of Customer Manager, positive behavior from Customer Manager end are acting as a vital role to maintain the companys overall customer satisfaction rate. So companies must create more efficiency to maintain the customer satisfaction.

Conclusions:
GP has come a very long way and they have done it in such a manner that finding problems in their products and service has become very hard as they have continuously come up with innovative ideas to improve their overall service and product offerings. It is already discussed that GrameenPhone is the leading company in the mobile telecommunication industry in Bangladesh. This has been possible because it has a created a superior image in comparison to the other operators. In other words, GP has a competitive advantage over competitors. GrameenPhone has some additional advantageous features in comparisons to its competitors. Another important thing is that GP users are mostly satisfied with the initial price of GP connections and handsets. Before GPs introduction to the market, mobile phones were virtually out of reach to the major part of the current market. Moreover, the important fact is that GrameenPhone subscribers are happy with the country wide network. The Info Centers of GP are very important for some after sales services. But, there is shortage of capacity of this service, In Dhaka Info Centers are located at Gulshan, Dhanmondhi, Mothijheel,
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Uttara, these four centers cannot cope with the demand of vastly populated Dhaka city. The GP helpline is also an important customer care tool. But it is also in shortage of capacity. Subscribers need to spend significant amount of time to reach the helpline. Behavior of the helpline CM is also sometimes unmanageable. They are to handle continuous queries. So it may so happen at times the CMs cannot keep up smiling voice and amenable behavior. The position GP holds in the market at the moment is a position which the competitors cant change even if they try very hard within the next 5 years. But if GP wants to remain the market leader it needs to focus on the weaknesses it has and it needs to rectify them and work on their strengths and grab all the opportunities there are in the market, GP is certainly the company that can do it, and they have done it over the years.

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