Positioning Strategy of Grameen Phone

Topics: Customer service, Customer, Short Message Service Pages: 4 (856 words) Published: November 23, 2012
Positioning Strategy
By creating product, service, channel, people & image differentiation Grameenphone reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive telecommunication sector.

1.Product Differentiation:

Network (best, quality): Grameenphone has the largest network with the widest coverage around the country, bringing 98 percent of the population under the coverage of its network. The entire Grameenphone network is also EDGE/GPRS enabled, allowing GP subscribers to access the Internet from anywhere within its coverage area. The 10,000 Base Stations are located in about 5,700 sites around the country. The company has so far invested more than BDT 10,700 crore (USD 1.6 billion) to build the network infrastructure since its inception in 1997. It has invested over BDT 3,100 crore (USD 450 million) during the first three quarters of the current year while BDT 2,100 crore (USD 310 million) was invested in 2006 alone. Grameenphone is implementing an aggressive roll-out program by installing new network elements with an emphasis on maintaining quality service. A number of steps are being taken to identify the problems spots in the network in order to constantly improve quality. Special efforts are being taken to constantly monitor and ensure network quality in the urban areas. In Dhaka and other major cities in- building coverage solutions and microcells have been deployed to provide improved coverage in important high-rise buildings and busy street junctions. 2.Service Differentiation:

Business Solutions is a complete, quality business communications service from Grameenphone – designed especially for the business community in Bangladesh. Their Business Solutions teams are here to help provide their customers with customized telecommunications solutions through consultation with their customers. Messaging Services GrameenPhone have various messaging services allow the...
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