Group Members Introduction

Name of the group members Md. Zahidul Islam Md. Murshedul Hasan Sabbir Ahmed Quaderi Md. Shamim Hasan ID # 0711056 #0731004 #0711003 #0711043

Introduction
Our topic of presentation is banglalink. We are doing our presentation on banglalink because we want to bring out the benefits and disadvantage of banglalink. And also its mission, vision, positioning, market segmentation, and product mix.

Company Brief
Orascom Telecom Holding purchased 100% shares of Sheba Telecom in February 2005 for US$60 million and reintroduced the services with a new brand nameBanglalink. Banglalink has a 15-year nationwide GSM license which expires in the year 2011.

Mission
To serve the people with best connectivity through most excellent network at a lower rate.

Vision
" Banglalink understands people's needs best and will create and deliver appropriate communication services to improve people's life and make it easier".

Logo And motto

Demographic Segmentation

Age
15-21

Percentage
35%

Subscribers
21,00,000

22-34
35-60 Other

25%
29% 11%

15,00,000
17,40,000 6,60,000

Demographic Segmentation

Occupation Business man Service Holder

Percentages 38.84% 23.3%

Subscribers 23,31,600 13,98,000

Student
Housewife

24%
13.84%

14,40,000
8,30,400

Geographical Segmentation
District Dhaka Chittagong Sylhet Kumilla Rajshahi Khulna Percentages 33% 19% 14.02% 13.3% 11% 9.68% Subscribers 26,40,000 15,20,000 11,21,600 10,64,000 8,80,000 7,74,400

Market Share
Currently Grameen Phone holds the highest market share 62% in the mobile telecommunication industry of Bangladesh. Aktel enjoys the second position with 25% market share. City Cell, Bangla Link and Teletalk holds respectively 7%, 21.3% and 1% share of the entire market. A diagram is presented in below to illustrate the position of five operators in the market.

Target Market
Banglalink practices Differentiated Marketing
Segmentation Geographic Variable Nation gender Demographic Occupation Middle class Package Desh ladies first SME Pre-paid M2M Post-paid Target Market Whole nation(one country ,one rate) Tailored for ladies BusinessMan Low income people High income People

Income
Upper class

Positioning map in relation to competitors

H Grameen Phone Aktel Blink Network H Teletalk L

Users

Positioning maps emphasizing the benefits of Banglalink

H Users Blink H Features

blink

Call Rate

Users

Product

Price

Marketing Mix
Place Promotion

Product
Md. Shamim Hasan # 0711043

Variety

Post-paid Upper Class SME

Pre-paid Ladies first Desh

Quality
Banglalink continuously try to maintain the quality of their packages. To serve the best quality they are doing their best to use the advanced GSM technology and they are very much conscious about their customer satisfaction.

Design
As banglalink is a service oriented company; design is not an alarming matter for them and also design is not eligible for them. But as far as the cellular handset matter they try their best to keep a regular eye on the GSM handset manufactures, and they also try to import fair designed sets form them at a margin price.

Brand Name
Orascom brand name is renowned in the telecommunication sector .

Packaging
As they are service oriented company packaging is not a vital thing for them, but still banglalink try their best to give the best packages for the handsets.

Customer Service
As far as the service is concern banglalink tries their level best to achieve customer satisfaction. Banglalink provides the following maintained exclusive and superior services for their target customers.

Customer Service
Banglalink keeps its customer care center open, 7 days a week, 365 days a yearcountrywide.

SUNDAY-THURSDAY (9:00 am 5:30 pm) Friday (3:00 pm 6:00 pm) Saturday (9:00 am 5:30 pm) Government Holiday (9:00 am 3:00 pm)

Banglalink has automated customer response toll free dialing numbers.Banglalink subscribers can dial 121 and can check their last bills status, billhistory, due bill, advanced bill and so on. This service is totally freefor postpaid users.

Price & Place

Sabbir Ahmed Quaderi #0711003

Price list
Price conection Desh rang Desh Rang (standard) Ladies First Postpaid PCO SME Pricing list Tk. 450 (M2M) - with Tk. 45 talk time Tk. 499 (standard with T&T incoming FREE) Tk. 450 (M2M) Tk. 750 Tk. 600 Tk.499

Price discount
Free talktime on incoming Free sms Prepaid Postpaid

Itop Up
Any balance from bdt 10 to 10000.

Tariff plan
Banglalink tariff plan Outgoing 9 am to 5 pm* banglalink to banglalink banglalink to other mobile Peak (5 pm to 12 am) banglalink to banglalink banglalink to other mobile Tk. 0.69/min * Tk. 0.69/min * Tk. 1.45/min Tk. 1.45/min Tk. 0.25/min Tk. 0.99/min Tk. 0.25/min Tk. 0.79/min Tk. 0.75/SMS Tk. 0.75/SMS Tk. 1.00/SMS

Off Peak (12 am to 9 am) banglalink to banglalink banglalink to other mobile FRIENDS & FAMILY (3 Numbers to any mobile) banglalink to banglalink banglalink to other mobile SMS banglalink to banglalink banglalink to other mobile Cricket , News , Joke

Prepaid Cards
Scratch Card Outgoing Minutes (Other Mobile) 27.5 55 Free Minutes (banglalinkbanglalink) 22.5 55 Total Available Minutes 50 110 Tk. 150 Tk. 300

Tk. 600

110

130

240

Channel Members
Banglalink have established over 140 exclusive sales outlets in addition to 1000 outlets for recharge cards to ensure easy availability of Banglalink connections. Banglalink has 8 distributors and their point of sale point (outlets) is about 560 throughout the country.

Three-level Channel
A three level channel contains two intermediaries along with the manufacturer. Banglalink pursue three- level channel strategy where they have retailer, distributor, and by themselves

The whole criteria are as follows

Channel 1 Head Office Channel 2 Head Office Channel 3 Head Office

Regional Office

Regional Office

Regional Office

Distributors

Distributors

Customer Care

Consumers

Dealers

Consumers

Consumers

Coverage
Dhaka Chittagong Sylhet Barisal Rajshahi Khulna

Location
1. Dhaka CCC (LG- Gulshan) Rangs Arcade Ground Floor, South Side 153/A, Gulshan North Avenue Gulshan Circle - 2 2. Dhaka CCC (Motijheel) Humayun Court Ground Floor 21 Motijheel C/A Dhaka - 1000 3. Chittagong CCC Afgan Centre, 5 M M Ali Road Lal Khan Bazaar, Chittagong-4000

4. Khulna CCC 69, K.D.A. Avenue Khulna 5. Sylhet CCC Liakat Bhaban, Jallarpar, Zindabazar, Sylhet 6. Rajshahi CCC House # 35, Sector# 2 Uposhahar, Rajshahi Housing Estate, Rajshahi

Promotion
Md. Murshedul Hasan #07310

Advertising
Newspaper. Television. Island Dividers. Billboards. T-signs. Posters & Stickers

Monthly Advertising Expenditure

Competitors Advertising

Competitors Grameen Phone Television

Media

Medium Channel I, NTV, ATN Bangla, BTV Prothom Alo, Jonakontho, Jugantor Before News, Sponsor Commercial shows Back Page, 3rd Page, Sports Page

Newspaper Billboards Island Dividers

Important Areas Major Division

Magazines
Web Site Aktel Television Newspaper, Billboards Island Dividers Web Site Citycell Television Newspaper Billboards Web Site

Bichitra, Chrirajogot

Back Page

www.grameenphone.com Channel I, NTV, BTV Prothom Alo, Jugantor Important Areas Major Division www.aktel.com BTV, Channel I Prothom Alo Important Areas www.citycell.com Before News Middle Pages, Back Page After News Middle Pages, Back Page

Personal Selling
They exercise highly personalized direct mailing procedure towards their corporate client. This is the only personal selling tool for banglalink.

Public Relations
Distributes relief among fire victims. Stage concert to raise money to ease flood hardship. Donates money for the flood affected. Hands over relief to Rotary for the flood victims. Donates Physiotherapy Equipment to underprivileged intellectually disabled children. Go for press conference once or twice in a month.

Direct Marketing
Banglalink have a way for their customers to buy directly from their Zonal offices, which they termed as Customer Care Center.

Positioning through Public Relations

Banglalink. Will sponsor the Saline-Project for helping the flood-affected people of the country. Under this project, the objective of banglalink is to produce 1, 00,000 saline. Thirty persons worked to produce 8000 saline everyday. These saltines are being provided to all interested organizations and individuals. Banglalink Will honor S.S.C. and H.S.C. scholars during the year, which will show its activity to motivate younger students for further growth. Banglalink will organize some concert to promote their brand.

Budget
Generally the government budget offer in June and July. So, they always offera package before the budget, which is on April or May.

Advertising budget

Peak Advertising or Promotional Period

Generally half of the times their sales remain flatten. Also, when they offer new packages their sales increases as the industry is in maturity stage. So, banglalink will do advertising more in this peak season. They can also do some sort of sales promotion to increase their sales.

Promotional Budget