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Table of Contents
1. CHAPTER ONE: BACKGROUND
1.1 Company Background ………………………………………………….. 5
1.2 Purpose of Our Business ……………………………………………… ….. 6
1.3 Our Customers ………………………………………………….. 6
1.4 Our Customers’ Need ………………………………………………….. 6
1.5 Our Business; Our Uniqueness ..…………………………………………….. 7
1.6 Our Business in Future Direction ..………………………………………….. 8
2. CHAPTER TWO: RATIONALE OF PLAN
2.1 Product Selection ………………………………………………….. 9
2.2 MyGP App: Problem and Prospect ………………………………………….. 11
2.3 Our Value Chain Partners & Their Contributions .……………………….. 14
3. CHAPTER THREE: ANALYZING THE PRESENT STATUS
3.1 Marketing Analyses ………………………………………………….. 15
3.1.1 SWOT Analysis ………………………………………………….. 15
3.1.2 PESTLE-Macro Environmental Analysis …………………….. 17
3.1.3 BCG Matrix ………………………………………………….. 19
3.1.4 GE Matrix ………………………………………………….. 22
3.1.5 Product Life Cycle Matrix ……………………………………… 23
3.2 Present Marketing Mix Status ..……………………………………………….. 24
(As compared to major two competition; Robi & Banglalink)
3.3 Point Of Difference (POD) Analysis ………………………………………… 25
3.4 Point Of Parity (POP) Analysis ……………………………………………… 26
3.5 Objective of the Plan ………………………………………………….. 26
(In terms of sales, mind share, market share; global/local)
4. CHAPTER FOUR: STRATEGIC DIRECTION
4.1 Expected Change in PSTP ………………………………………………….. 27
4.2 Our Marketing Mixes ………………………………………………….. 28
4.2.1 The Traditional Ps ……………………………………………… 28
4.2.2 The Services Ps ………………………………………………….. 29
4.2.3 The Extended Ps………………………………………………….. 29
4.2.4 The Digital Ps ………………………………………………….. 29
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4.2.5 The Globalization Ps…………………………………………… 30
4.3 Social Dimension of Our Business …………………………………………. 31
5. CHAPTER FIVE: BRAND EQUITY MEASURE
5.1 Strengthening Brand Equity through Strategic Intervention …………….. 34
5.2 Strengthening Brand Equity by Helping the Society ……….…………….. 35
5.3 Going Beyond Borders ………………………………………………….. 36
5.4 Our Initiatives for Combatting COVID 19 Pandemic Crises …………... 37
6. CHAPTER SIX: CONCLUSION
6.1 Conclusion ………………………………………………….. 38
ANNEXURE ………………………………………………….. 39
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May 14, 2020
Dr. Syed Ferhat Anwar
Course Instructor, Marketing Practices &
Director, Institute of Business Administration
University of Dhaka, Dhaka – 1000
Dear Sir,
We would like to take this opportunity to thank you for providing us the opportunity to work on the
Marketing Planning Report. Despite of some limitations, it gave us an excellent prospect to share and
implement the knowledge that we have acquired throughout this course.
We believe that attending this course was the most valuable event that happened to us; especially during
this current worldwide pandemic of COVID 19. Through this course, we have learnt so many real-life
business situations, strategies and issues that we could relate, implement and come up with ideas that could
be beneficial to such global crisis stage.
For our Marketing Planning Report, we have selected Grameenphone MyGP App; one of the fastest going
mobile App. We have given our sincere efforts to make this report an excellent source of document for the
users (i.e. faculty, business students, corporate institutions and other).
Sincerely yours,
Md. Zahidul Kabir (ZR1901001)
Riyadh Ferdous (ZR1901007)
Md. Rahat Khan (ZR1901033)
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1. CHAPTER ONE: BACKGROUND
1.1 Company Background
With highest revenue & coverage, 46% market share and 75.3 Million customer based Grameenphone
Ltd. is the largest mobile telecommunications operator in Bangladesh. Grameenphone launched its
operation in Bangladesh on10 October 1996 as a private limited company. It converted to a public
limited company on 25 June 2007. Grameenphone was listed in stock and started its trading at Dhaka
and Chittagong Stock Exchanges from 16 November 2009. Mainly two sponsor Shareholders namely
Telenor Mobile Communications AS (55.80%) and Grameen Telecom (34.20%) are holding major
shares and the rest 10.00% are held by General public & other Institutions.
Grameenphone operates a digital mobile telecommunications network based on the GSM standard in
the 900 MHz, 1800 MHz and 2100 Mhz frequency bands, under license granted by the Bangladesh
Telecommunication Regulatory Commission (BTRC). The table below gives an overview of the mobile
spectrum licenses held by Grameenphone Ltd.
Grameenphone is serving both the rural and urban customers across Bangladesh, where mobile
telephony is a major driver of socioeconomic development. GP is spreading the power of digital
communication, enabling everyone to improve their lives, build societies and secure a better future for
all over the country. Grameenphone is also pioneer in introducing new products and services in the
local telecom market.
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The company’s network covered more than 99% of Bangladesh’s population with 2G services, more
than 92% population with high speed 3G network and 28% population with 4G speed network.
Grameenphone has invested more than TK. 313 billion so far to build the network infrastructure of
Bangaladesh. Having contributed more than TK. 585 billion in direct and indirect taxes to the
Government Exchequer since inception up until now, It has been one of the largest taxpayers in the
country.
1.2 Purpose of Business
The core of GrameenPhone’s business is to connect customers which matters most to them. Internet
connectivity has impacted every part of customer’s lives and the company forges ahead making it
relevant and personalized for customers. Its not only business, its more than business. GP firmly
believes in empowering societies.
1.3 Customers
Grameenphone introduced the most desired first Customer Care App for GP Subscribers which
facilitates the subscribers navigate through a platform with Flexiload options that could create their
own packages based on their personal need for voice minutes, data volumes, text messaging in 2016.
Customers could avail personalized discounts in that app. This platform opened up transparency for
customers who could monitor their real usage time & history. Several other GP Apps such as Bioscope
and Shoparu, as well as third party ride sharing apps like Uber and Shohoz has been also incorporated
with this MyGP App which has taken this app to next level with regards to deep convenience.
MyGP App is a digital channel through which GP services can be managed, pay bills, recharge on
numbers through MyGP App and web. It also facilitates to buy Internet, Voice, FlexiPlan, Bioscope,
Cricket world Cup theme, Bug fixing and so many Special offers. This App provides the easiest way
to Add/Change FnF, Package migration and so on. Check Balance, VAS Execution, Package Info
Check, and Take Emergency Balance are now easier and can be done with finger touch through MyGP
App.
1.4 Customers’ Need
Customers demand is to avail Grameenphone services in a single platform which will be convenient for
them. MyGP App can be the one stop solution for them to manage all their regular activities as well as
engage with Grameenphone for all their digital needs. Customers life is getting digitized everyday. So to
meet their demands of digital lifestyle, MyGp can be one of the best choices for them.
1.5 Our Business, Our Uniqueness
Let’s Make Things Possible. Bangladesh has embarked on a journey of digital transformation and
technological advancement. The heights that technology has attained are a marker of growth and
development across all economic sectors. Businesses are booming, access to quality education is
widening, and new jobs are being created. Communication services are now stronger than ever.
Grameenphone has been a partner in Bangladesh’s development journey and looks forward to
continued contribution towards the government’s Digital Bangladesh ambitions. With its modernized
network and extensive coverage, the Company is helping to reduce the digital divide of the country.
Distance, mobility or socio-economic factors no longer pose a barrier to education, business or lifestyle
needs. The enhanced access to information is now enabling start-ups, small-scale businesses and
farmers, to innovate and grow. Empowering societies by connecting our customers to what matters
most, remains at the heart of what we do.
All the GP services and accounts can be availed through this Self-Service App. It is the One-stop
