Grameen Phone
Executive Summary As a market leader, Grameen Phone is continuously coming up with new ideas regarding its products and services. Recently, the company is mainly focusing on the non-voice services. Because, the company knows in near future, voice based services will reach to the maturity stage which will make the business growth constant to some extents. Hence, the company is trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and Information related services at the early growing stage. These services are working as a building block to increase GP’s service value.
Coming up with innovative service is easier than making subscribers aware of services. Hence through this report, I have tried to find the GP subscribers’ service awareness status. A comprehensive telephone survey was conducted to get subscribers’ feedback about their GP services’ awareness level. 120 respondents were picked up randomly from GP subscribers’ directory. SPSS, MS Excel was used to analyze data.
The survey data show that there is a huge gap between service offered to the subscribers and awareness of those services. Majority of the subscribers are unaware about GP services. Though they are aware about services, they do not know how to use services. Newspaper is the most effective media to make subscriber aware about GP services. Moreover, they preferred newspaper to learn about GP services. The whole analysis draws the conclusion that GP subscribers’ has low awareness about GP services. Now making subscribers aware about GP services will be the great challenge for the company. GP has to build awareness through promotional campaign, work shop, press conference to promote subscribers about its services. Increased service awareness status will raise the service value of GP, increase subscribers usages rate result increase revenue for GP. If continuous development of new product and service can not simultaneously aware subscribers then it
Coming up with innovative service is easier than making subscribers aware of services. Hence through this report, I have tried to find the GP subscribers’ service awareness status. A comprehensive telephone survey was conducted to get subscribers’ feedback about their GP services’ awareness level. 120 respondents were picked up randomly from GP subscribers’ directory. SPSS, MS Excel was used to analyze data.
The survey data show that there is a huge gap between service offered to the subscribers and awareness of those services. Majority of the subscribers are unaware about GP services. Though they are aware about services, they do not know how to use services. Newspaper is the most effective media to make subscriber aware about GP services. Moreover, they preferred newspaper to learn about GP services. The whole analysis draws the conclusion that GP subscribers’ has low awareness about GP services. Now making subscribers aware about GP services will be the great challenge for the company. GP has to build awareness through promotional campaign, work shop, press conference to promote subscribers about its services. Increased service awareness status will raise the service value of GP, increase subscribers usages rate result increase revenue for GP. If continuous development of new product and service can not simultaneously aware subscribers then it
Bibliography: www.grameenphone.com www.djuice.com www.aktel.com www.banglalinkgsm.com www.citycell.com Annual report of GrameenPhone, 2003-2004 Telemarketing campaign report, call center, Customer Management Division 21st, 22nd, 23rd & 24th Weekly report from djuice call center Malhotra, K. (2004), Marketing Research an Applied Orientation, 4th edition, Pearson. Education.