Banglalink Marketing Strategy

Topics: Marketing, Mobile phone, Mobile network operator Pages: 19 (5378 words) Published: April 6, 2011
Telecom Industry

Telecommunication links via satellites are bringing about revolutionary changes in the fields of communication. The barriers of spaces and time have totally collapsed. Not very long ago it took days to communicate to someone through a letter but new STD and ISD facilities have made communication an instantaneous process. The world appears to have contracted or been squeezed into anyone in any part in the world. What Telecommunication Marketing Is:

We all know the definition of Marketing is, “It’s a process by which individuals and groups obtain what they need and want by creating and exchanging products and value with others”. So we can say that telecommunication is process which telecom company or operator’s presents their products and services. Telecommunication has a great role in modern economy and society. Without it we can’t thing about the prosperity of the society. Now-a-days in most of countries telecom industry contributes a huge share of national income. Telecommunication makes the whole world as a global village. So people can communicate with each other from anywhere of the world. Mobile Phone scenario in Bangladesh:

Bangladesh has the lowest telephone penetration rates in the world and even in South Asia. According to a report by the International Telecommunication union (ITU), only 1.56 among 100 people of Bangladesh own telecom facilities. The telecommunication industry in Bangladesh is composed of six players. Bangladesh Telecom Limited was the first entrant in the market back in 1989 when it was awarded a license to operate cellular. Since then it has been renamed to Pacific Bangladesh Telecom Ltd. and given the Brand name Citycell Digital to its cellular service. Grameen Phone, Robi, Banglalink, Teletalk and Airtel have entered the industry with various changes in between. In the past 4 years the market has more than doubled, growing from 1.5 million subscriber in early 2004 to 38.93 million at the end of 2010

Company History
Orascom Telecom Bangladesh Ltd.|
Type| Subsidiary|
Founded| 1999|
Headquarters| Tiger House, House # SW(H)04, Gulshan Avenue, Gulshan Model Town, Dhaka, Bangladesh| Area served| 62 districts and 447 thanas|
Key people| Rashid Khan, CEO|
Industry| Telecommunication|
Products| Telephony|
Revenue| Tk.1300 million |
Parent| Orascom Telecom S.E. Egypt|
Slogan| making a differenceonuvutir network|

When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments.

Within one year of operation, Banglalink became the fastest growing mobile operator of the country with a growth rate of 257 percent. This milestone was achieved with innovative and attractive products and services targeting the different market segments; aggressive improvement of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink.

Banglalink entered the market with a promise of making mobile phone affordable for people. This promise was kept and Banglalink was the first operator to introduce a flat rate for all calls (inside own network and others operators) for the convenience and ease of customers. Thus “desh” was born – the best prepaid package for call any network. The flat rate for desh (one rate all throughout the day for any operator) is taka 1.45/min and there are 3 FnF (friends and family) – to any operator.

Banglalink also ladies, first! – The only telecom package that caters to communication needs of women of Bangladesh. Ladies, first! Revolves around the concept of community based communication where woman to talk certain numbers mostly, to maintain a perfect balance between professional and personal priority. Hence ladies, first! Offers...
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