final banglalink

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Submitted By:

NAME ID NO.

Golam Al Shawon 2010-2-10-217

Md. Muhibbur Rahman 2010-1-10-102

Md. Ashraful Mumin 2010-1-10-021

Sharif Ahmed 2010-2-10-255

Submitted To:

Mahmud Zubayer

Assistant Professor

Department of Business Administration

East West University

Topic: A term paper on BANGLALINK

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Acknowledgement

First and foremost I would like to thank my teacherMr. Mahmud Zubayer to give me

opportunity to make a term paper on Factors Influencing Consumers Buying Pattern

towards in Bangladesh: A study on Banglalink as well as for providing full assistance

and detailed out line about how to proceed with data collection and report writing

procedure. We considered your remarks and instructions very carefully while preparing

this report. We have tired our best to follow your schedule, format and discipline. We

tired to focus all the areas related to this report and we also used your lecture to fulfill

your requirements.

I would also like to thank Mr. Nafisa Islam, Senior Assistant Manager of Finance,

Lanka Bangla Securities for her cordial assistance and guidance me to prepare this report.

We will always be indebted to you for your kind consideration and also for the

suggestion regarding the report writing works.

In addition, I would like to thank all employees of Securities & Exchange Commission

(SEC), Bangladesh for their kind co-operation

I am really grateful to my cousin, Mr. Mohammad Shamim Uddin for his kind

cooperation and help to make this report.

Finally, I would like to say, without all of your guidance and co-operations this report

would never have been completed.

Sharif Ahmed : ID# 2010-2-10-255

Md. Ashraful Mumin : ID# 2010-1-10-021

Md. Muhibbur Rahman: ID# 2010-1-10-102

Golam Al Shawon : ID# 2010-2-10-217

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Table of Contents

S.L No. Particulars Page No.

1 Acknowledgement 03

2 Executive Summery 05

3 Introduction 06

4 Objective of study 07

A Primary objective 07

B Specific objective 07

5 Methodology of the study 08

A Research Method 08

B Primary Sources 08

C Secondary Sources 09

D Limitations of the study 09

6 Strengths & Weaknesses of the Brand from

an Image Perspective

10-12

A Strengths 10-11

B Weaknesses 11-12

7 Strengths & Weaknesses of the Product or

services

12-16

A Strengths 12-15

B Weaknesses 16

8 Factors Influencing Consumers buying

pattern

17-23

10 Recommendation 24

11 Conclusion 24

12 Sources 25

Executive Summary:

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Banglalink is new brand name of Shebaworld (019), which has been providing Global

Service of Mobile (GSM) in the country since 1998. Orascom Telecom bought 100%

share of Sheba Telecom and gave its new name as Banglalink aiming to provide quality

service in Bangladesh.

When Banglalink entered the Bangladesh telecom industry in February 2005, thescenario

changed overnight with mobile telephony becoming an extremely useful and affordable

communication tool for people across all segments.

Within one year of operation, Banglalink became the fastest growing mobile operator of

the country with a growth rate of 257%. This milestone was achieved with innovative and

attractive products and services targeting the different market segments; aggressive

improvement of network quality and dedicated customer care; and effective

communication that emotionally connected customers with Banglalink.

Banglalink entered the market with a promise of making mobile phone affordable

for people. This promise was kept and Banglalink was the first operator to introduce aflat

rate for all calls (inside own network and to other operators) for the convenience and ease

of customers.

Banglalink focused heavily on enhancing service and quality during 2006. These

enhancements were done in terms of network quality and customer service. Therewas

aggressive improvement of indoor coverage and wherever necessary, especially in-

building solutions were installed in case of enterprise customers and corporate clients. To

provide better customer service, a new, expanded, state of theart call center has also been

established. At the end of the 2006, there have been asix customer care centers and 63

franchise centers across the country attending various customers with different queries.

Banglalink continues to play an active role in the area of corporate social responsibility.

Banglalink has given Dhaka International Airport - the gateway of Bangladesh a

completely new look. Provision of high quality passenger trolleys, phone booths,

emergency charging station and beautification of the premises is an exemplary initiative

which no other multinational has taken. Banglalink also contributed to an important tiger

conservation project in the Sundarbans, and continues to support the Cox's bazaar beach

cleaning program.

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Introduction

Banglalink is one of the leading cellular companies in Bangladesh. It starts its operation since 2000.

Within one year of launching it has become one of the leading cellular companies by its effective

marketing mix. Effective segmentation and target market strategy it easily goes to the knock of the people

by introducing various package for the customers. The company sets the price effectively. As a result

people from various societies can get the facilities of cellular company. For the promotional sector

Banglalink presents itself as an icon to the other companies. Within a very short time it spreads its

network coverage and maintains an indirect distribution channel to reach the consumer.

Banglalink (BL) is the 2nd largest mobile company in Bangladesh. Out of five mobile

companies (Grameen Phone, Robi, Banglalink, Citycell, Airtel and Teletalk)

Banglalink managedto secure this position only in a year. Banglalink has completed

its 1st year successfully in Bangladesh. The growth rate of the company is tremendous

(currently 2.5 million subscribers).During its birth year BL has concentrated on heavy

advertisement. Now BL is a known brand toevery Bangladeshi. It has been possible

because of the strong public relation (PR) &communication department of the company.

It is very important to evaluate the factors influencing consumers buying pattern of banglalink .

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Objective of the study:

Primary Objective:

Analyzing the factors influencing consumers buying pattern and present status of the

service and also the satisfaction level of Banglalink subscribers in Dhaka City.

Specific Objective:

The specific objective is fulfilling the following objectives:

To describe factors that influence consumer buying pattern.

To describe the services that Banglalink provides.

To find some strength points of Banglalink.

To find some weak points of Banglalink

Analyzing the product, price, place and promotion.

To compare the service offered by the Banglalink with regards to their customers

expectations. To analyze whether the service is demandable for the telecommunication market.

To determine that the special feature that differentiates Banglalink from others.

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Methodology of the study:

The report is done as a part of the research of the course MKT 201 (Marketing

Management). The report focuses on Banglalink as we found much interest in the

flourishing telecom industry. The study covers the operation of banglalink.

Moreover, history of banglalink, Its prospects in Bangladesh, its activities ,

Strengths and weakness ,factors that influence consmers buying pattern . For this study

information is collected from both primary and secondary sources. Investor relations section of the

Website www.banglalinkgsm.com is an immense source of information about Banglalink.

Research Method:

The research paper is made focused on the data collected from different sources. Data

was mainly obtained from internet and marketing department of Banglalink.

Primary Sources:

Primary sources are the impotent stage of methodology. Primary data are in the form of

raw material to which statistical methods are applied for the purpose of analysis and

interpretations. In the primary sources primary information or data are collected. Those

data or information are applied for the purpose of segregation and explanation. The

primary sources are discussion with employees, datas collected through questionnaire.

The employees are played a vital role for the company.

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Secondary Sources:

After finishing the primary sources then comes secondary sources.In the secondary

sources we collected secondary datas. Secondary data means some finished products as

they have already been treated. The secondary data mainly consists of data and

information collected from records, company websites and also discussion with the

management of the organization. Secondary data was also collected from journals,

magazines and books, informations was taken from previous reports and also from the

Internet.The secondary data sources are huge, among them some important and related

datas should be collected .

Limitations:

We are pretty confident of the reports success but we believe it could have been

improved. The following factors had limited our success significantly:

The lack of accurate secondary data.

The vastness of the topic.

Unwillingness of the respondents to provide accurate data.

The employees did not share the companys secret with others which might

have impeded data collection.

The report being prepared on the basis of responses gathered from 50

respondents only as a result of which, the finding of this report might not

exactly resemble the whole population.

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Strength & Weakness ofBANGLALINKfrom anImage Perspective

Strengths

Shows enthusiasm

Banglalinkcreated an enthusiastic impression to customers mind especially to youngers

mind by their promotional tactics. They always try to focus on something cheerful; joyful

that makes people feel more enthusiastic.

Grabbed a position in youngers mind

BANGLALINKis operating their business targeting the young generation. They are

launching new features, packages and services randomly for the mid age people. So

younger people are turning into their loyal customer for their extraordinary customized

feature for younger.

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Create an image like it is less expensive

When people think about some offers that are less expensive they firstly think about

BANGLALINK. Because BANGLALINK always tries to introduce new feature or service

or package with least cost. So people have got an image in their mind thatBANGLALINK

is always less expensive.

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Innovative:

BANGLALINKkept a very good market share for their innovative and distinct features.

People have got an impression about BANGALINK that it is always something new and

innovative.

Weaknesses

Could not capture everyones attention

People who are old enough they are not willing to useBANGLALINK. It is only working

for the young generation. So orders are not getting much benefit from here. So

BANGLALINKcouldnt make any influence on their mind.

Jingle dependent

BANGLALINKmainly operate their promotional activities by jingle. But all the time

people dont like only jingle. So in this case, sometimes people dont take it in a good

way.

Lack of clearness of TVC

Sometimes TVCs ofBANGLALINKare not clear enough to the customer. They are not

providing informative TVC. Their TVC are mainly jingle dependent. That is why often

people get bother. Because they cannot find the exact message from those jingle based

TVC.

Strengths & Weaknesses of Services of

BANLALINK

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Strengths

Strong Network

Banglalink is constantly investing and expanding their infrastructure to ensure

high quality service for our customers. Their nationwide fiber optic network is a

great example of this and speaks of their relentless commitment.

Strong customer care service

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Banglalink ensured 24 hours customer care services. They have set the benchmark

in customer care with our state-of-the-art call center, widest customer care touch

points and a passionate & vigilant team always ready to serve the people better.

Sales and care center

BANGLALINKsales & care centre with a trained team strives to guarantee

customer - oriented service aiming to satisfy the subscribers with proactive

attitude and efficient solution. Their customer care representative serves the

customer with pleasure. Here some of their sales & care centers addresses are

given-

BANGLALINK sales & care centers

Location Contact Number Working Hour

dhaka ccc (gulshan)

rangs arcade

ground floor, south side 153/a

gulshan north avenue

gulshan circle - 2

fax: 02-9862607

9 a.m. - 8 p.m.

sunday - thursday

9 a.m. - 6 p.m.

saturday

9 a.m. - 6 p.m.

friday

dhaka ccc (motijheel)

humayun court

ground floor, 21 motijheel c/a

dhaka - 1000

fax: 02-9563638

chittagong ccc

forum central, ground floor

787/863, m.m. ali road

golpahar circlechittagong-4000.

fax: 031- 638864

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Suitable packages

BANLALINK offers different types of packages for different types of people.

People have various kinds of choice and preferences. According to their taste and

preferences BANLALINK provides their packages.

Cheap call rate

Banglalink offers packages with very low charges. They are charging least cost.

That is why people get involved with this.

Launching new types of services

Banglalink is launching new services now a day. They have launched their

internet modem; they are providing internet services, SME banking services,

music station for music lover. Actually they are trying to satisfy all kinds of needs

of their customer. Their more new features are-

JOBSLINK for helping people to get job update.

PROBASHI KORMI SHEBA for helping people who want to go abroad,

etc.

BANLALINK mobile train ticket.

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Weaknesses

Unorganized Structure

OTH bought off Sheba (Pvt.) Limited last September and immediately started

changing the structure of the loosing concern. They are constantly recruiting people,

adding/deleting levels to the organ gram. Thus, the environment is constantly chaotic,

with many people not knowing who to contact or whom to report to and who is

responsible for what. This takes away time and energy away from the selling

activities.

Inadequate human resources:

While many people drop off their CV sat the office on a regular basis, finding sufficient

numbers of people, with the correct qualifications, has become hard to find. Hence, a

handful of people are doing the work of many leading to back log of work.

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Bureaucracy:

The new management is trying to create a system where each individual is responsibleand accountable for his duty. While it is a good idea, it has also created a bottleneck at

the administrative and financial level, where work gets stuck and stays stuck until all

papers are properly signed and taken care of

Factors influencing the choice of entry mode

When a company decides to expand its business to a foreign country, a substantial

planning process and several crucial decisions await. The market potential has to be

assessed and weighed against company capabilities and the degree of commitment that

the management is prepared to make. Following steps should result in the choice of a

potential market, and later on, an entry mode that fits chosen marketplace. The entry

modes vary; some demands larger investments of capital, resources and management

effort, while others involve less stake and commitment for a limited share of the market.

Each entry mode has its advantages and disadvantage, depending on the strengths and

weaknesses of the company, the degree of commitment the company is willing or able to

dedicate and the characteristics of the particular market. International environments

include uncontrollable elements such as economic, cultural, legal, political elements. A

company is generally exposed to many uncontrollable forces in the domestic market as

well, but generally the company is more familiar with the characteristics of these

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elements. In contrast to these uncontrollable elements, the company can use internal

controllable elements such as product, price, promotion and channels of distribution, in

order to adjust and adapt itself when necessary. To adjust and adapt a marketing program

to a foreign market, the uncontrollable elements should be detected, and the influence and

impact of these should be interpreted effectively. When deciding to enter a foreign

market, knowledge of the market is indispensable; but in itself its not enough as the

company is restricted by its resources, as well as management perceptions and objectives.

A generic strategy is needed for the company as a whole to cope with expansion. A

generic strategy

Can be considered as the core strategy of the company. It should be possible to apply

across markets and products. The generic strategy doesnt limit the companys adaption

to different markets, in fact a company should adopt specific marketing strategies to be as

successful as possible, but there should also be an overall strategy governing the

uniformity of the firm. There are two general generic strategies that companies most

commonly adopt, (1) differentiation strategy; which is when the company focuses on

trying to convince the consumers that their product is different from others, or (2) focus

strategy; when the company puts focus on particular a particular market segment or part

of the product line.Franklin (1998) has described some factors that could be essential to

consider before deciding an entry mode. The factors have been named into two different

classes namely external and internal factors.

External factors:

External factors are related to target country uncontrollable and also home country

uncontrollable. And internal factors are factors that are related to company which are said

to be controllable. These factors can affect the companys decision making process either

by encouraging or by discouraging. But no single factors can influence the decision-

making process. The following figure at a glance shows the factors:As it has been

mentioned before that the entry strategy should be formulated according to the situations

of these factors. In case of a high sales potential ofthe target country market, the company

can plan for an export entry mode (Branch or subsidiary) or Investment entry mode

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(Equity investment/ joint venture). When the competitive structure of the market shows

atomistic/oligopolistic competition in the market, an export /investment entry mode is

preferable (Franklin 1998). But decision should not be taken by only looking at one

factor. All factors should be considered and when highest number of factors will indicate

towards a certain type of entry mode, the company should plan for that. For example,

below in the table, there are 44 internal and external factors. Suppose a company has

investigated all these factors and found that 20of these factors are suggesting for an

investment entry mode, 16 factors aresuggesting export entry mode and 8 factors are

suggesting some other entrymode. Since highest number of factors (20) are suggesting

for an investment entry mode, the company should plan for it. Below the table shows the

factors.

Generally Favors

Indirect and

Agent/distributor

Exporting

Licensing Branch or

Subsidiary

Exporting

Equity

Investment

Or production

Service,Contract

Internal Factors

Banglalink has a differentiated standard product. This has been understood by the market

share they are holding now. And also their product is technology intensive product as

they provide high class technology through their product. Itcan also be said that their

product is service intensive product as they providequality service along with the product.

Banglalink believes in high product adaption as they give highest priority to

theinvolvement of customers during product development stage. The finding shows that

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banglalink has substantial resources and high commitment to its customers. The company

believes in providing the best to its customer. Now we are going to narrow down the

table formulated by Franklin (1998). The readers might see that some rows have been

deleted from the original table. The rows that are not telling the true current situation of

the factors havebeen deleted. For example, under foreign country factors, the market is

showinghigh sales potential. So, the row belongs to low sales potential has

beendeleted. Again, since oligopolistic competition has been found, so row

corresponding to that has been kept and the row belongs to atomistic competition has

been deleted. The purpose of doing this is to see where the table stands now

Generally Favors

Indirect and

Agent/distributor

Exporting

Licensing Branch or

Subsidiary

Exporting

Equity

Investment

Or production

Service

Contract

The real tigers behind the stripes!

We, at banglalink, believe that our teamwork is our greatest asset. useful contributions

made by each individual bring us that much closer to our goals. the banglalink family is

made up of a group of passionate individuals, uniquely qualified from diverse disciplines

but working towards our vision.

Banglalink ensures for the tigers/tigress:

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A friendly, professional and mutually supportive environment that encourages our

people to develop their potentials to an optimal level.

A true quality of professionalism that can be found in all world-class

multinational companies.

Team oriented professionals, who contribute to the greater whole of the

organization through their participation in decision making situations.

a system which recognizes and rewards groups as well as individuals for their efforts and

contributions to the company.

Marketing Mix:

Product:

There are different post-paid and pre-paid packages that are considered as the

main quality offering from Banglalink.

Banglalink provides the pre paid connection with zero monthly subscription fees,

secondly they have one country one rate.

30 day free incoming facility after the expiration of validity period, Banglalink

was the first cellular network to introduce the most demanded feature i.e. the

facility of free incoming calls. Prior to the introduction of free incoming facility

every telecom company used to charge even on receiving the calls with in the

territory of Bangladesh.

Price:

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Maintained prices are mostly offered resolving around a certain figure.

Their unique selling proposition is innovativeness of their services alongside their

value added features.

Prices also vary with respect to the post-paid as well as pre-paid package

subscription.

Banglalinks price effective strategy has enabled them to capture the second

highest market chunk in the country.

Place:

Banglalink is currently operating in 64 district of the country where they are making their

presence felt through franchises. Their network is very strong except some districts. For a

telecom giant like Banglalink their unusual and informal distribution system is the most

effective one where people can not only buy new connections but they can also get their

queries entertained there as well regarding their current package and for the forthcoming

packages as well.

Promotion:

Advertising media:

Banglalink became a leader in terms of its advertising quality and setting very high

standards for competition and other. To campaign their product most effectively.

banglalink uses combination of different media to reach the highest percentage of the

customers the combination would include :

Print media

Television

Print media:

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It is the habit of our people to go through some kind of newspapers or magazines and

Banglalinks eye catching newspaper ads has attracted a lot of customers for the

company.

Television:

The corporate TV commercial of din bodol based on the theme making a difference in

peoples loves. touched everyone throughout the country and was adjudged the best

TVC of the year according to the leading dailies of the country like Prothom Alo and

New Age. This TV Commercial has become a matter of national pride for Bangladesh as

it has been nominated for the best TV Advertisement of the year with 4 other

international television commercials at the GSMA Award 2007. GSMA Award is

considered to be the Oscar of mobile industry.

Billboards:

Billboards are the cheapest and easiest way to catch the attention of the moving people of

the city. The billboards of Banglalink are hung beside the busiest of roads and streets of

the city. Where people travel frequently such as Gulshan, Banani, Dhanmondi, uttara etc.

Transit Advertising:

One of the most popular ways of advertising today is transit advertising, which are the

ads on body of the big buses as majority of the people of the country uses them for

traveling.

Health link:

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They provide 24 hours health link service or telemedicine for Banglalink customers by

dialing 789.

Other Promotional Activities:

Banglalink continues to play an active role in the area of corporate social responsibility.

Banglalink has given Dhaka International Airport-the gateway of Bangladesh a

completely new look. Provision of high quality passenger trolleys, phone booths,

emergency charging station and beautification of the premises is an exemplary initiative

which no other multinational has taken. Banglalink also contributed to an important tiger

conservation project in the Sundarbans, and continues to support the Coxs bazar beach

cleaning program.

Recommendation:

To get rid of the problem we think the following steps can be taken:

They must try to increase the local investment to increase technological progress

for better networking.

They should improve the promotional quality. They should go for more

persuasive and aggressive ad than the competitors.

They should decrease the call rate to attract new customers.

They have to increase their market share.

They should increase their expanse in CSR.

The company must develop the infrastructure and the network more efficiently.

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Conclusion:

Banglalink, one of the leading mobile operator company in Bangladesh is pledged bound

to serve its customers with numerous lofty and fascinating facilities at competitive tariff

rates and billing precise.

Banglalink always want to improve the facilities and services to the subscribers to

provide the maximum benefits. So they always try to set the pricing policy in favor of the

customers. From all our research and findings we can come to this point that Banglalink

is now providing a very reasonable and flexible pricing system to fulfill the customers

demand and requirements.

They have some unique specialties in the market and they are continuously trying toimprove this service quality and to overcome all their obstacles and mistakes to touch the

maximum satisfaction level of the customer. Therefore at the current period among all the

mobile phone operators in our country it has been possible for Banglalink to hold its

market position and profitability in an efficient manner.

Sources:

Google

Past reports

Survey

Current Banglalink users

Banglalink customer care center

WWW.Banglalink.com

News paper

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Magazines

Banglalink office.

final banglalink

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