GRAMEEN PHONE
Grameen phone is the first leading
mobile phone operator in Bangladesh. Grameen phone launched its service on the
independence day of Bangladesh in March 26, 1997. Grameen phone has introduced
an effective and user friendly mobile phone network. It has put a positive
impact on the lifestyle of the people of Bangladesh. It has a combined
ownership where Telenor owns 51%, Grameen Telecom owns 35%, Marubeni
corporation owns 9.5% and Gonophone Development Corporation owns 4.5% of GP.
The strongest part of GP is the network they provide. A huge portion of
Bangladesh is under Grameen phone's coverage now. Grameen phone believes in
service, a service that leads to good business and good development. Grameen
offers a number of products and value added services to its subcribers.
PROMOTIONAL TOOLS OF GRAMEEN PHONE: Grameen
Phone maintains the strongest promotional strategy among the telecom companies
of our country.
Advertisement:
Basically
GP uses advertising as a promotional tool to make a communication task to be accomplished
with a specific target audience during a specific period of time. Grameen phone
makes different types of TVC for their every campaign those contain different
stories as well. The ads are mostly made by Grey and Asiatic advertising
agencies. They make TVC for different ocassions like pahela baishakh, victory
day, independence day etc and for different festivals like Eid, Puja, Christmas
etc.
Tagline: " Cholo
Bahudur "
•
Advertising
Appeals: Grameen Phone uses informational appeal that includes feature,
competitive advantages, favorable price, news and product popularity. GP also
uses emotional, seasonal, festival and reminder appeals as well.
•
Execution
Style: GP uses strait, testimonials, slice of life, animation,
imagery, dramatization and humor in their ads.
Support
Media: We can see their aerial billboards in special ocassions like
when they take part in Dhaka International Trade Fair and the regular
billboards of grameen phone is available everywhere in Bangladesh. Sometimes we
can see their mobile bill boards and also in bus stands, bench and street
kiosks. Grameen phone also promote their brand in stadiums, campuses, leisure
centers and malls. We can see the poster or print ads of GP in transports as
well.
Sales
Promotion: Grameen Phone does lots of things as a part of sales
promotion. The offers they provide are Bengali new year special offer, color
your boishakh, social packs, everyday bonus offer, attractive offer with new
connection, bondho garage, GP star etc.
•
Contests: Grameen
phone arranges different types of facebook contests in differnt ocassions along
with selfie contest.
•
Premiums: Grameeen
phone gives gifts to its customers like free internet packages and if the
consumers win in the contests, GP reward them.
•
Bonus pack:
GP
offers various offers to its consumers like free talktime, free sms, free
facebook, free internet etc.
•
Event
Marketing: GP sponsors Chayanaut's Pahela Baishakh, Bishsho Shahitto
Kendro, Sultan mia Lalon folk festival, Boli khela, Elish utshob etc.
Internet
Martketing: GP uses display advertising, SEM, social media marketing,
e-mail matketing, affliate marketing etc. GP is very popular in using internet
marketing tools for the promotion.
Corporate
Social Responsibility: GP also concerns about corporate social responsibilities and
provide health treatment and education to the rural people. GP also also
provide online education facilities. GP believes in green Bangladesh and
arranges tree plantation program to save our environment from pollution. GP takes
variour kinds of social initiatives like community information center and
village phone as well.
LEVERAGING OF GRAMEEN
PHONE:
Channel
of distribution: GP provides their services from customer care outlates in
different areas of Bangladesh and GP has call centers to give srvices to their
consumers over the phone.
Co-branding: GP
combines with prothom alo, daily star, channel I, samsung bangladesh, symphony
mobile etc to do business.
Celebrity
endorsement: GP takes cricketer Tamim, Mushfik actor Mim, Ananta Jalil
and some popular other faces of our country as their brand ambassador.
Sporting,
culture and other events: GP sponsors cricket related events and cultural events like
Sultan Mea, Lalonfolk festival, boli khela, ilish utsob etc.
Third
party sources: GP uses awards and recognition, press release and video
clips as its third party sources.
.jpg)
