Grameenphone is the leading telecommunication operator in Bangladesh having the largest mobile phone customer base and the widest network coverage. The right and contemporary use of technology is the key to the progress of a nation. Keeping this in mind, Grameenphone always brings the future proof technology in order to facilitate your progress. The possibilities in this new world are immense and someone as bright as you should not be behind in anyway. At the end of the day, all the individual progresses accumulate to the progress of the beloved motherland. Grameenphone promises you to bring the best of communication technologies so that you can Go Beyond.

1. CHANGING YOUTHSEGMENT’S PERCEPTIONOF GRAMEENPHONE SERVICES
GRAMEENPH0NE

2. METHODOLOGY

3. METHODOLOGY
3
DATA COLLECTION
Surveys and informal interviews
Articles, Reports, Websites, etc

4. METHODOLOGY
4
340
5%
209
6.37%
TARGETED SAMPLE SIZE
ACHIEVED SAMPLE SIZE
PRECISION
SIGNIFICANCE LEVEL

5. METHODOLOGY
5
2
3
1
4
CONTAINS “YES/NO” QUESTIONS
CONTAINS 5 POINT LIKERT SCALE QUESTIONS
CONTAINS SUBJECTIVE QUESTIONS
ONLINE INTERFACE PROVIDED
QUESTIONNAIRE DEVELOPMENT

6. GRAMEENPHONE

7. OVERVIEW ON GRAMEENPHONE
7
Inception: March 26, 1997
Reached to 6 divisions
by 2000
Had 1 million
customers by 2003
Reached 10 million
by 2006
Changed logo to match with
parent company in Nov 2006
Changed “Stay close” to
“Go beyond” in Jan 2013
1997
2000
2003
2006
2006
2013

8. OVERVIEW ON GRAMEENPHONE
8
VISION
Empowering societies
Improving lives
Building societies
Securing a better future

9. OVERVIEW ON GRAMEENPHONE
9
ASSOCIATING CUSTOMER PASSION TO GP’S SUCCESS
HELPING CUSTOMERS
CONNECTING THEM
MISSION

10. OVERVIEW ON GRAMEENPHONE
10
VALUES
Make it easy
Keeping promises
Be inspiring
Be respectful

11. OVERVIEW ON GRAMEENPHONE
11
CALL PACKAGES
Nishchinto
Bondhu
Amontron
Shohoj
Spondon
Aapon
Smile
Djuice
My zone
Xplore(postpaid)

12. OVERVIEW ON GRAMEENPHONE
12
PROMOTIONAL ACTIVITIES

13. TELECOM
INDUSTRY

14. OVERVIEW ON TELECOM INDUSTRY
14
1.2%
25.2%
41.5%
7.2%
22.3%
2.6%
GP
BLINK
CITYCELL
AIRTEL
ROBI
TELETALK

15. OVERVIEW ON TELECOM INDUSTRY
15
COMPARISON OF YOUTH PACKAGES
Parameters
GP Bondhu
Banglalink Play
Robi Damal Samal
Airtel Super Adda
F&F
15
16
13
29
Super F&F
1
1
2
Other F&F
14
15
11
Super F&F call rate (excl. VAT)
30 paisa per minute
25 paisa per minute
25 paisa per minute
29 paisa per minute (A2A)
F&F call rate
66 paisa per minute
32 paisa per minute (on net)
60 paisa per minute (off net)
60 paisa per minute
60 paisa per minute
Other operators
BDT 1.50 per minute
BDT 0.90 per minute to BDT 1.50 per minute
BDT 0.90 per minute to BDT 1.50 per minute
BDT 1.30 per minute

16. OVERVIEW ON TELECOM INDUSTRY
16
PORTER’S FIVE FORCES
Threat of new entrants
Bargaining power of youth buyers
Bargaining power of suppliers
Threat of substitutes
HIGH
MODERATE
MODERATE
LOW
Threat of rivals
HIGH

17. RESEARCH FINDINGS

18. RESEARCH FINDINGS
18
CHART: Importance of factors in choosing mobile operators
Importance ofcall rate
Importance ofnetwork coverage
Importance ofcustomer care
Importance ofinternet packages
Importan ce ofbrand loyalty
Importance ofF&F
Importance of factors
4.06
4.19
2.92
3.44
3
3.26
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
IMPORTANCE OF FACTORS

19. RESEARCH FINDINGS
19
Perceived network coverage of brands
Grameenphone
Banglalink
Airtel
Teletalk
Robi
Citycell

20. RESEARCH FINDINGS
20
CHART: Perceived expensiveness of brands
Grameenphone
Banglalink
Airtel
Teletalk
Robi
Citycell
Perceived expensiveness
4.57
2.98
2.28
2.65
3.01
2.87
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
PERCEIVED EXPENSIVENESS

21. RESEARCH FINDINGS
21
CHART: Perceived youth orientation
Grameenphone
Banglalink
Airtel
Teletalk
Robi
Citycell
Perceived expensiveness
2.76
3.48
4.3
2.6
2.87
1.96
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
PERCEIVED EXPENSIVENESS

22. RESEARCH FINDINGS
22
CHART: RESPONSES REGARDING STRATEGIES
Effectiveness of more F&F andnight time
Effectiveness of sponsoringmore youth events
Effectiveness of introducinginstitute based package
Effectiveness of youth centricvideos
Series 1
3.91
3.22
3.58
2.84
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
SERIES 1

23. STRATEGIES

24. STRATEGIES
24
TARGET GROUPS
1
2
3
URBAN TRENDSETTERS
FUN LOVING YOUNSTERS
YOUNG PRAGMATIC

25. 2
3
1
STRATEGIES
25
#1
PROVIDING E-BOOKS
Providing cellular online interface to download e-books
Only GP users can download
Will not matter if other users use it as GP is still the source

26. STRATEGIES
26
#2
SIMPLIFICATION AND CUSTOMIZATION OF INTERNET PACKAGES
Present: data packages sold as per GB or MB
Present: limited data package alternatives
Proposal: Users can buy bulk packages of 10MB, 100 MB and 1GB
Proposal: packages denoted by price and not data volume
Proposal: Users can gift data packages

27. STRATEGIES
27
TRADEOFF BETWEEN F&F AND CALL RATE
#3
Numbers of F&F taken
Call rate (Paisa per minute)
14 F&Fs
66 paisa per minute
12 and 13 F&Fs
63 paisa per minute
10 and 11 F&Fs
60 paisa per minute
8 and 9 F&Fs
57 paisa per minute
5, 6 and 7 F&Fs
54 paisa per minute
Till 4 F&Fs
52 paisa per minute

28. 2
3
1
STRATEGIES
28
INSTITUTION BASES F&F SERVICE
#4
Introduce unique institution based packages
All members will have auto f&Fwith all other members
Institutions will be tracked through phone numbers

29. THANK YOU