Grameenphone 4G

Marketing Plan for 4G

Name: ID:

Md. Sazzad Hossain Saad 120206048

Rahat Khan 120106076

Syful Hasan Rabat 120106054

Kazi Sharmin 142006069

Special Dedication to…

Rokeya Binte ShahidLecturer at Marketing Dept.Green University of

Bangladesh.

All over helping hand – Kazi Sharmin

Assignment prepared by Rabat

Information collected by Rahat

Slide prepared by Saad

MD. Sazzad Hossain Saad ID: 120206048

Short Over view of

Grameenphone, widely known as GP, is the leading telecommunicationsservice provider in Bangladesh. With more than 46.04 million subscribers,Grameenphone is the largest mobile phone operator in the country.

Grameenphone was the first company to introduce GSM technology inBangladesh.It also established the first 24-hour Call Center to support its subscribers. With the slogan Go Beyond, Grameenphone promises its customers to bring the best of communication technologies so that they canGo Beyond…

҉*Type: Limited҉*Industry: Mobile Telecommunication҉*Founded: 1997҉*Headquarters: GPHOUSE, Basundhara, Baridhara, Dhaka-1229. Bangladesh.҉*Key People: VivekSood, CEO of GP.҉*Products: Telephony, GSM, GPRS, EDGE,3G 4G UMTS, HSPA, HSPA+҉*Revenue: ^ ৳ 59.5 billion (2012)҉*Net Income: ^ ৳ 18.9 billion (2012)҉*Employees: 5500+҉*Parent: Telenor 55.8%, GT 34.2%,Public10%҉*Website: www.grameenphone.com

Grameenphone Network:• GrameenPhone is one of the 5

cellular networks in Bangladesh. GrameenPhone is owned and operated by GrameenPhone Ltd• GrameenPhone has an average 3G

download speed of 2.6 Mb/s, which is better than the global average of 1.8 Mb/s.• GrameenPhone uses the GSM 900/

GSM 1800 frequency bands for its network.

Our Product:

Difference between 3G & 4G

3G

A networking standard in cell phone technology that is capable of providing high-speed data service to

mobile devices. As 3G wireless networks became

more widespread, you could finally connect to and use the

Internet at practical speeds 3G-enabled Smartphone

4G LTE LTE stands for ‘Long Term Evolution’. It’s a term used for the particular 4G

protocol that delivers the fastest mobile Internet experience.

Some experts even refer to it as “true 4G.”

Using a 4G Smartphone on Verizon’s4G LTE network means you can download

files from the Internet up to 10 times faster than with 3G.

Market Summery

ϡWe are bringing the 4G technology in the market as well as our existing market is 3G market. So it is a new service in this market among the 3G users also. We have some obsolete competitors that are why there is huge potentiality to achieve our goal.

Target Market

ϡ Young generation ;ϡ Corporate level persons ;ϡ Especially who are concerned latest technology ;

Rahat KhanID: 120106076

Market Demographics

The profile of the main customers of 4G which are targeted by Grameen Phone consists of the following geographic, demographic, and behavioral factors.ɠ Geographic: Initially our focusing geographical market is Dhaka, Chittagong

and Sylhet. We have targeted those areas because of having good communication facilities as well as availability of potential customers.

ɠ Demographic: We will focus on the Young Generation People, Business Person, Job Holders and those people who are interested in new technology.

continued……..

ɠ Behavior Factors: ϡIt will boost up the speed of internet rather than the existing 3G

internet service.ϡCustomers could give HD quality both voice and video call.ϡInternet user cost will be reduced.ϡIt will save time and ensure the best experience ever among the

users.

Our Target Market Forecast

Target Market Forecast Estimated

 Year

   Year  

Activity2014 Cost

2014 Revenue2015 Cost

2015 Revenue

Network Setup

300 cr.

1500 cr.375 cr.

1900 cr.

Maintaining Cost

120 cr.

-150 cr.

-

Promotion Cost

75 cr. -100 cr.

-

Market Needs

The following are the major needs of the three major customer segments4G Needs, Customer Needs, Government Needs and Employment Needs.

҉*4G Needs: We are giving new experience to use 4G in Bangladesh.҉*Customer Needs: Better Internet Service, Lower Internet User Cost,

and fulfilling modern technology requirements.҉*Government Needs: Paying taxes to the government so that it can

enhance the national revenue of the country.҉*Employment Needs: Creating new employment opportunities by

introducing new product’s promotional activities.

Market Trends

• The western world is now going to launch 5G in their market. But we are still lagging behind from their trend.

Syful Hasan Rabat ID: 120106054

SWOT Analysis for 4G

Strengths: ϡGood Network CapabilitiesϡHuge Customer ϡSkilled EmployeesWeakness:ϡLow Capital BaseϡLack of Experience about 4GϡStill poor internet in our country

OpportunitiesϡNo Current CompetitorsϡAvailable Potential CustomersϡCapturing New Market

PossibilitiesThreats:ϡNew Competitor Can Be CreatedϡCustomer may not be prepare

for adapting new technologyϡGovernment Corruption

3G packages service: ҉*1GB Pack (512 Kbps) – TK 300҉*Smart Pack (1 Mbps)- nonstop internet, 600 min voice call, TK 1100҉*Smart Pack (512 Kbps)- nonstop internet, 600 min voice call, TK 800҉*Standard Pack (512 Kbps)- 2GB TK 400҉*3G Click Pack (512 Kbps)- 4MB & 4 MMS, TK 2҉*Starter Pack (512 Kbps)- 75MB, TK 50

Product & Service Offering

At first we will offer free 4G pack of 300MB with every new connection of 4G package. It will make eager our customer to get 4G service in future. AlreadyWe made our advertise for offering our product and as soon it will be broadcasted in TV, Radio & Magazine media.

4G speeds at 3G prices!Get amazing value with NEW 4G plans

Strategies

• Strategy is a high level plan to achieve one or more goals under conditions of uncertainty. Innovative marketing strategy reach them to highest position. In marketing strategy Grameenphone focus area are

Continued…

SegmentationTargetingPositioningProductsPricing StrategyPlacePromotionThe advertising tools

• Our main strategy to serve our customer with pure honesty and get their attention smoothly. Here we also believe in taking great care of our existing customer for enhancing their loyalty to grameenPhone. Another main strategy to serve our customer by maintaining best service quality which is must needed to gain success in any business.

Marketing Program

ϡPricing: We will offer best affordable price to our customer so that they could afford our new service easily.

ϡDistribution: We will provide the service among our existing customer at first after that we will give attention to our new customer.

ϡPromotion: For making promotion we will give some attractive offer to our customer in order to enhance their interest. It includes free data bundle, winning gift, free HD Call etc.

ϡProduct/Service: It is basically a combination of product and service. We will offer 4G service with the 4G sim and 4G Compatible Mobile Set.ϡCustomer/Client: By providing great service and attractive offer we will

enhance our good relationship with the customers.

Kazi SharminID: 142006069

The advertising tools

There are several media Grameenphone use for their advertising…

NewspapersTelevision

RadioMagazines

NewslettersInternet

Implementation

• We will implement our plan by following those activities as well as we may add or deduct some tasks for accomplishing this task successfully. Here we just mentioned a short description of our marketing plan but we would follow the elaboration of this plan.

Conclusion:

• Grameenphone Company is still a growing company in spite of all the success it has achieved so far. It holds a kind of a monopoly position in the mobile telecommunications market. Completion is always on the lookout for new ideas and plans. • In order to maintain no: 1 position GP use to follow many strategies

like business level strategies, functional level strategies, global level strategies & corporate level strategies.• As well as GP also have offered new services, packages, technology as 4G.

Thank you everyone for

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