A Customer Driven Marketing Strategy Of

“grameenphone”
Prepared For
Mehnaz Samantha Kamal
Course: MKT202
Section: 39
Semester: Spring ‘16
Prepared By
Md. Ejaj Ahmmed Emon 1530612630
Shahriar jalil Jishan 1610881630
Shayma saha 1531513630
Somaiya Mohona 1610946630
Lutfurnahar Lota 1612613630

North South University

School Of Business
 Executive Summary
grameenphone started its journey with the Village Phone program: a
pioneering initiative to empower rural women of Bangladesh. The name
grameenphone translates to Rural phone. Grameenphone (Bengali:
গ্রামীণফোন) widely known as GP is the leading telecommunication service
provider in bangladesh. With more than 56 million subscriber as 2015) ,
grameenphone is the largest cellular operator in the country. It is a joint
venture enterprise between telenor and grameen telecom corporation, a non
profit sister concern of the internationally acclaimed microfinance
organization and community development bank grameen bank. Telenor is the
largest telecommunication company in the Norway, owns 55.8% of the share
of grameenphopne, grameenphone telecom owns 34.2% and the remaining
10% is the publicly held.
Grameenphone was the first company to introduce GSM tecnology in
Bangladesh. It also established the first 24hour call center to support its
subscribers. Grameenphone started operation on March 26,1997 the
Independence day in Bangladesh.
1. Market Segmentation, Targeting and Positioning Of grameenphone
1.1 Market Segmentation of
grameenphone

Demograph
Geographic
ic

Psychograp
Behavioral
hic
 1.1.1 Geographic Segmentation:
Gp divides its market into two different
geographical units. And the units are:

Rural Urban
areas areas

Village
phone
GP 3G
program CIC Service
 1.1.2 Demographic Segmentation

Demographically GP divides its market into

groups and variables based on:

Occupation
Age Income (corporate
(Youth) (high,fixed,low) officers, service
holder)
 1.1.3 Psychographic Segmentation:

GP divides its psychograpic factors into:

Life Style

Personality

Social Class
(upper, middle,lower )
 1.1.4 Behavioral Segmentation:
GP divides its behavioral factors into:

Usage Benefits
rate sought
 1.2 Market Targeting of grameenphone
:
GP has different product for different targeted
groups . Such as:
For young generation: “Djuice”
For users who want a flat rate: “Shohoj”
For users who wants more fnfs: “Bondhu”
For businessmen: ‘Business solution”
For those users who wants pay as much as
they talk: “Spondon”
 1.3 Positioning of grameenphone :

By adopting different positioning strategies, GP is

trying to make position in the market. They are:
Functional level strategy

Corporate level strategy

Positioning by means of customer satisfaction

2.Marketing mix of grameenphone
 2.1 grameenphone Products:
Prepaid & postpaid packages Handsets Devices
 2.2 grameenphone prices:
Name of the New connection fee Voice call rate
product
GP-GP GP-
others
Nishchinto TK/= 200 18.5 p/10s 18.5
p/10s
Bondhu TK/= 200 21.5 p/10s 27.5
p/10s

Djuice TK/= 200 27.5 p/10s 21.5

p/10s

Xplore TK/= 499 2 p/s 2

p/s
 2.3 grameenphone places:
A grameenphone center (GPC) serves as a "one stop solution" for
customers, with all telecommunications products and services, under a
single roof. As of February 2016, there are 95 GPCs and they are
strategically located at all major locations of the country is operated by
Grameenphone.
grameenphone Customer Care Centers

21
26 In 10 8
in DHAKA CHITTAGON in BARISHAL in RAJSHAHI
G

5 12 in
8 in
MYMENSIN 5
in SYLLHET GH in KHULNA
RANGPUR
 2.4 grameenphone promotions
Grameenphone uses promotional activities that
communicate the merits of the product and persuade target
cutomers to buy it. Marketing promotion of grameenphone
can be classified in several steps:

grameenphone Advertising process

grameenphone Sales promotion

process

grameenphone PR process
SWOT analysis of grameenphone
 Strengths of grameenphone

The highest number of subscriber

The service itself
Pioneer in GSM tecnology in Bangladesh
Good Owner Structure
Availability of Backbone Network (Optical
fibber)
Financial Soundness
 Weaknesses of grameenphone

Call rate is high

Less promotional activities
EDGE service is slow
Connection charge is high
Different departments not working together
Poor interconnection with BTTB
Opportunities of grameenphone

 Economic growth of Bangladesh

 New and better interconnection agreement
 Huge need for telecom services
Declining prices for handsets
 Threats of grameenphone

High competitive market

More rigid government regulations
BTTB has limited capacity for interconnections
Non-co-operation of government and fixed
PSTN (Public Service Telephone Network)
National catastrophes
Market expansion grid of grameenphone
 Market penetration of grameenphone

grameenphone is trying to penetrate

the market by introducing different
attractive offers for its current
segments. For example:
Cash back offer
100% Data bonus offer
 Market Development of
grameenphone
Grameenphone is trying to explore
new market segments by taking the
following measures:
Introducing exciting offers with new
connection
Introducing EMI facilities
 Product Development of
grameenphone
Grameenphone is introducing various
new products and services. Such as:
WoW Box
Comoyo
My study
My contacts
 Diversification of grameenphone

Diversification is a strategy of company growth

through starting up or acquiring business
outside the company’s current products and
markets. This is not applicable for
grameenphone.