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 subscribers.
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 occasions 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 occasions 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, bondhu garage, GP star etc.
•
Contests: Grameen
phone arranges different types of facebook contests in differnt occasions 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 talk
time, 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 marketing, affiliate marketing etc. GP is very popular in using internet
marketing tools for the promotion.
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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 various kinds of social initiatives like community information center and
village phone as well.
LEVERAGING OF GRAMEEN
PHONE:
Company:
Grameen
Phone has created a new company in 1997 with the permission of our ministry.
Channel
of distribution: GP provides their services from customer care outlets in
different areas of Bangladesh and GP has call centers to give services 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.
References:
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