ASSIGNMENT ON MARKETING Mix OF CITYCELL COURSE TITLE: Principle of marketing SUBMITTED TO: Mrs. Julia parveen LECTURER DEPERTMENT OF BUSINESS ADMINISTRATION PREMIER UNIVERSITY, CHITTAGONG. SUBMITTED BY: Name: ID: Md. Monir uzzaman 0815112109 Sarwar Ali siddiquee 0815112129 (i)
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ASSIGNMENT ON
MARKETING Mix OF CITYCELL
COURSE TITLE: Principle of marketing
SUBMITTED TO:
Mrs. Julia parveen
LECTURER
DEPERTMENT OF BUSINESS ADMINISTRATION
PREMIER UNIVERSITY, CHITTAGONG.
SUBMITTED BY: Name: ID:
Md. Monir uzzaman 0815112109
Sarwar Ali siddiquee 0815112129
Fakrul islam (Apu) 0815112161
Khaled Mahmud 0815112130 Md. Anisul islam chowdhury 0815112126
Citycell is the oldest player in the telecommunication industry. Now it stands 4th
according to the market share. The market size of the telecom industry is quite big. In
addition, the all segments in the industry are not fully occupied. Moreover, the industry is
in growth stage which measures the increasing growth of the industry. Our task is to
prepare an Marketing plan for citycell. In this report, the description of citycell packages
and services is included to identify them. Also, there is an inclusive analysis of target
customers of citycell. On the basis of them we do some creative work and develop the
media plan, schedule, and budget to implement this advertising plan throughout the year.
There are some samples or layouts of our whole marketing campaign for the year. In that
portion we also talk about the basis of creating those Marketing layouts for the media.
The basis indicates the focus of the marketing campaign as well as the appeals and
executing style is used to develop those marketing layouts.
The preceding task for us to prepare a compete media planning and buying for citycell throughout the year. To prepare it we consider competition, peak buying period, as well as the different media and their importance for citycell services. Finally, we prepare a budget on each and every of our total marketing expenditure during the year.
Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.
2.3) Marketing Mix
The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives.
These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the
target market. The marketing mix is portrayed in the following diagram (2.4)
The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.
Summary of Marketing Mix Decisions
Product Price Place Promotion
Variety
Features
Quality
Packaging
Brand
Warranty
Service/Support
List price
Discounts
Allowances
Payment period
Credit terms
Channel
Coverage
Assortments
Locations
Logistics
Transportation
inventory
Advertising
Personal selling
Public relations
Message
Media
Budget
Sales promotion
2.5) Product:
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.
Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
2.6) Product Function:
Variety: Variety means different types of product which base on consumption differ.
Features: a product can be offered with varying features features are competitive tools differentiating the company’s product from competitor’s products.
Quality: product quality means performance quality – the ability of a product to perform its functions .product quality has two dimensions – level and consistency.
Packaging: packaging involves designing and producing the container or wrapper for a product.
Brand: a brand is a name, term, sign, symbol, or design, or a combination of this, that identifies the maker or seller of a product or service.
Warranty: warranty means during the period which given by the company for product.
Service/Support: any active or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything .
2.7) Price:
Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.
List price: List price is the price which indicates the value of company’s product.
Discounts: discount is the reduction in the price of goods below list price
Allowances: Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way.
Payment period: payment period is the period which is the given by the company to buyer or consumers is the given his payment.
Credit term: credit term is the opportunity which given a company to his consumer or buyer to buy his product or service.
2.9) Place:
Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and levels of service.
Channel: A set of interdependent organizations that help make a
product or service available for use or consumption by the consumer or business user
Coverage: coverage means network which control the channel .
Assortments: assortments is a task involved together different types product in one place.
Locations: locations means where company running his business base on consumers needs ,wants, demand and company’s revenue.
Logistics: The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Transportation: The choice of transportation carriers affects the pricing of products, delivery performance, and condition of the goods when they arrive- all of which will affect customer satisfaction.
Inventory: inventory is way to maintain distributing product to consumers or buyers by stocking product.
Promotion
Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.
Promotion decisions involve advertising, public relations, media types, etc.
Advertising: Any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor.
Personals selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Public relations: Building good relations with the company’s various publics by obtaining favorable publicity. Building up a good “corporate image.” And handling or heading off unfavorable rumors. Stories, and event
Message: The set of symbols that the sender transmits-the actual HP copier ad.
Media: The communication channels through which the message moves from sender to receiver-in this case. he specific magazines that HP selects.
Budget: Budgets serve two main purposes to project profitability and to help managers plan for expenditures. Scheduling, and operation related to each action program
Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service.
2.13) Target Market:
A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve .because buyers have unique needs and wants, a seller common could potentially view each buyer as a separate target market
2.14) Positioning:
Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers.
Citycell opens its customer care center 7 days a week, 365 days a year country wide.
Saturday to Friday ( 8.00am - 8.00pm)
City cell offers different service:
News
Upgrade yourself with the leading national news by dialing the following numbers from you Citycell One connection. Listen to latest news updates 24 hours a day.
Dial 2010 for ATN Bangla NewsDial 2626 for Channel i newsDial 4141 for RTV newsDial 2021 for Ekushey TV newsDial 5959 for Channel 1 newsDial 2324 for BD News 24 newsDial 2008 for Focus Bangla news
Weather Report
To get up-to-date weather forecast and peep into the today’s temperature chart just dial *122
Daily Events
What’s hot and what’s not: Get detail information on daily events of Dhaka by dialing *123
Dial *124 from your Citycell One connection to access up-to-date flight schedules and plan your trip without hassles.
Train Schedule
Want to pick up your near ones from the train but don’t know the exact arrival time? Now you can call *125 from your Citycell One connection and listen to train arrival times from wherever you are.
Exchange Rate
be updated with the most current exchange rate. Just Dial *126 and get the current rates of foreign currencies.
Daily Horoscope
Keep yourself well informed about your luck. Hook into daily horoscope and know what your destiny is planning for you, just by dialing *127
Prayer Time
Don’t get confuse about the correct time for saying your Namaaj. Dial *786 and listen to the Namaaj timing.
Cricfone
Get the most recent updates of Cricket just by dialing 2580
Mobile Banking
In the world of Mobile Banking, you can pay your Citycell One post-paid bill just by sending an SMS or from ATM or just by logging into the Bank website. Currently you can Mobile Bank with Dutch-Bangla Bank Limited (DBBL) only. The services available through Mobile Banking are
To avail the above services, you need to register with DBBL. For registration, go to the nearest DBBL branch; provide your Bank account number and your Citycell One number. After registration you'll get a PIN (Personal Identification Number) to avail the above services.
Citycell offers lower call rate to calling others country and citycell international SMS service to the highest number of countries around the world. About 206 countries.
Helpline
Citycell Helpline operates 24 hours a day, 7 days a week. You can dial 121 from your Citycell phone and 011 99 121 121 from any other phone to get connected to our Customer Care representatives.
Interface: Rotatable USB type Convenient Plug & Play MicroSD card support up to 8GB SMS & Voice support Superior signal reception through Mobile Receive Diversity MAC compatible Handy & portable CDMA2000 1X/EV-DO Rel. 0/EV-DO Rev. A, 800/1900 MHz EV-DO Rev. A data service of up to 3.1Mbps download/1.8Mbps upload
Interface: USB type Data rate: Up to 153.6 kbps Voice and SMS Support Incoming Calling Display, ring prompt Supporting RIM card Operating System supported: Windows 2000 / XP / Vista Air interface: CDMA2000 1X
Interface: (PCMCIA) type Data rate: Up to 153.6 kbps Voice and SMS Support Incoming Calling Display, ring prompt Large-capacity phone book Supporting RIM card Operating System supported: Windows 2000 / XP Dimensions: 88.4mm (D) x 54mm (W) x 5mm (H) Weight: Approx. 38g Power consumption: <=3W Air interface: CDMA2000 1X Retractable antenna
Citycell has given some kind of discount for their current consumer. They have reduced
their price in off peak time. And in post paid they have given 24 hours off peak rate.
Allowances:
Allowances are the promotional money paid by manufactures to retailers in return for an
agreement to feature the manufacture products in some way. As citycell is mostly based
on its retail dealers there must be an allowance service in practice between them. But we
could not get any information about that.
Payment period:
Citycell has two types of payment procedure::
Post-paid
Pre-paid
1. Cash:
You can also easily settle your bills at the cash counters of all Citycell Customer Care Centers after banking hours and also on holidays. Our Customer Care Centers remain open from 8:00am to 8.00pm, 7 days a week.
2Cash Card:
Most convenient way to pay your bill. These cards are available with all our authorized dealers or retail outlets countrywide. Cash Card can be used anytime to pay your bills using your Citycell phone from anywhere.
You can pay your Citycell Bill or Security Deposit in cash using these deposit slips.
4 Bill Invoice Copy:
You can pay your bill at any of the Citycell authorized banks with the Bill Invoice Copy provided by Citycell.
5 Demand Draft / Telegraphic Transfer (only from AB Bank) / Pay Order:
You can also settle your bill by issuing a DD / TT / Pay Order in favor of Pacific Bangladesh Telecom Ltd.
6 HSBC Easy Pay (ATM) System:
HSBC offers 24-hours Easy Pay ATM service for Citycell Customers available at five convenient locations in Dhaka (Banani, Uttara, Gulshan, Dhanmondi) & Chittagong (GEC Circle). Customers do not necessarily need to be an account holder of HSBC in order to avail this payment system.
7 Standard Chartered Bank:
If you are a Customer of Standard Chartered Bank, you can settle your bill through their ATM with your ATM card (ebbs) or Auto Bills Pay system or IVR (Interactive Voice Response) Bill pay system.
8 Eastern Bank Internet Banking:
If you are a Customer of Eastern Bank Limited, simply log on to www.ebl.com.bd to settle your Citycell bills online.
9 E-Cash (ATM):
Electronic Transactions Network Ltd. (ETN) is currently operating and maintaining a network of 20 ATM booths all over the country. E-Cash card holders of Dhaka Bank Ltd, Islamic Bank Ltd, NCC bank Ltd, Southeast Bank Ltd, Bank Asia Ltd, Social Investment bank Ltd, Argane Bank Ltd and Bank of India Ltd. can pay their Citycell bills in these ATM booths.
Citycell gives all information her customers and clients when they are starting any new product, service, and any new offer than they are sent by message. Message like sms, mms. Gatekeeper etc.
Media:
Citycell uses media to collect customer. Media selection involves finding the most
effective media to deliver the desired number of exposure to the target audience. Citycell
will use the following media that will effectively reach to its target customer:
Media selection involves finding the most effective media to deliver the desired number
of exposure to the target audience. Citycell will use the following media that will
effectively reach to its target customer:
Media SelectionPrint Media Newspaper, Magazine, Direct
MailBroadcast Media Television, RadioElectronic Media Web PageDisplay Media Billboards, Poster & Stickers,
Citycell uses the following numbering scheme for its subscribers:
+88 011 N1N2N3N4N5N6N7N8where, 880 is the International Subscriber Dialing Code for Bangladesh and is needed only in case of dialing from outside Bangladesh.
11 is the prefix for Citycell as allocated by the government of Bangladesh. Omitting +880 will require using 0 in place of it instead to represent local call, hence 011 is the general prefix.
The number N1 to N8 is the subscriber number
3.10) Ownership Structure
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh.
Following lists the shareholders of the company:
Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Telecom Paging Pte Ltd
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh.