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BBA DEPARTMENT OF MARKETING JAGANNATH UNIVERSITY

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Group members
Name Tanvir wahid Lashker Saif Muhammad Anowar ID 933 937

Masud Rana Shuvanan Saha

Shah Alam Moqbul Hossain Nazmus Sakib

956 938
927 932 925

Ingenious Group.BBA.Mkt.B-01.Jagannth University.

Brand Management

Banglalink
Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Introduction

Telecommunication come as a blessing for the communication sector in Bangladesh. After coming of Banglalink (telecom company) the growth rate of this sector gained a tremendous pace. It captured a huge market share through making a good brand image. Here we tried to identify the whole process of brand management through analyzing their marketing strategy.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Brief about Banglalink

Banglalink started its operations in February 2005. Previously, it was known as Sheba Telecom Pvt. Ltd that had been providing services in Bangladesh since 1998. Orascom Telecom bought 100% share of Sheba Telecom in 2004 and gave its new name as Banglalink. Now it is the 2nd largest telecommunication company in Bangladesh. From the very beginning of the operation of the Banglalink it focused much to built up its brand image. They are successful in their trial. The position of this company is the example of their success.
Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Brief about the service

Banglalink provides mainly two types of services. Post paid- customers have to pay a monthly rent for this service. (Bill pay, I top bill payment) Prepaid- Customers have to pay before getting the service. (I top, scratch card, balance transfer)

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Key Success Factors

Aggressive

Marketing Strategy Penetration Pricing Strategy Attractive and emotional advertisement Network coverage Effective customer service

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Segmented Market of Banglalink

Banglalink segment their market in the basis of geographic (Density, 64 districts), Demographic (Gender, Occupation), Behavioral (Occasion) Segmentation.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Suggested Segmentation

There should be a segment for the young like djuice. (Demographic-Age based) Wireless internet modem should be marketed like Citycell Zoom. (Demographic-Occupation based)

Loyal customers should be motivated. (Behavioral- Loyality status based)

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Targeting segment of the Banglalink

Banglalink target the whole segmented market via various prepaid and postpaid packages like Personal, SME, Corporate, Desh, Desh Rang and Ladies First .

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Positioning
Banglalink positioned itself as a market challenger within a short time through its Extensive marketing strategy from the very beginning of its operation.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

4P of Banglalink

Product 4P Promotion

Price

Place

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Product Strategy

Initially Banglalink used bundle offer(handset with sim: Motorolla-c115), free sim offer, Sim with Music CD etc to cover the market very extensively against its competitors.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Pricing Strategy
New product pricing strategy: Banglalink followed market penetration pricing for entering into challenging telecommunication market in Bangladesh.

Pricing adjustment strategy: Promotional pricing (Special event pricing)

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Suggested Pricing Strategy

Though they started with penetration pricing which was very effective but at present they increased the call rate. So Call rate should be reduced to become the leader. Sim rate should be reduced.

Internet service charge should be reduced.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Distribution Strategy

Banglalink distribute their service through

1) Banglalink points and 2) Customer sales and care centers Besides this many Retailers collect their service from Banglalink points and sell directly to consumer in locality.
Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Suggested Distribution Strategy

More Banglalink point should be established in remote areas.

There should be a sale center in every universities and University colleges.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Promotion Strategy
Banglalink follows

Advertisement
Print media Electronic media Bill board

Sales promotion
Free gifts (Watch, cap, T-shirt etc.) Free minutes and SMS, incoming call bonus.

Direct Selling
Personal selling Telecom fair

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Suggested Promotion Strategy

More emphasize in corporate offerings Raffle draw should be added in sim selling. Banglalink calling booth might be introduced in every Thana. Best dealer award (basis on selling) can be introduced.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Building strong Brand process

strong belief, value and emotion
Brand positioning

Banglalink (Suggestive)

Brand name

Brand develop ment

Brand extension

Brand sponsor ship

Private Brand

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

SWOT Analysis
(Against two nearest competitors)

Strength

Weakness

Opportunity

Threat

(For Banglalink)
Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Strength of the nearest two competitors

Financially Strong Strong Brand image Higher frequency Extended Distribution channel Technologically advanced

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Weakness of the nearest two Competitors

Higher call rate (GP) Lower Frequency (Warid telecom) Lower growth rate of customers. Lesser brand Image (Warid) Weak distribution network (Warid)

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Opportunity for Banglalink

Subscriber of this sector is increasing day by day. The market leader set the higher price than the that of us.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Threats for Banglalink

Upcoming latest technology of competitor. Price can reduced by competitor.

Government rules and regulations.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

Conclusion

Strong brand image is very important for any type of company which is a result of effective managerial process. Here we found out some positive sides of its brand images establishing effort by which it is operating fairly in Bangladesh though they have some limitations. If they fulfill all of their lacking they have great potential to become market leader in Bangladesh.

Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

THANK YOU
for being with us
Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.

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Ingenious 10 Group.BBA.Mkt.B-01.Jagannth University.