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Faculty of Business Administration

American International University-Bangladesh (AIUB)

INTERNSHIP AFFILIATION REPORT ON

“Below The Line” Promotional Strategies Of Grameenphone”

An Internship Affiliation Report Presented to the Faculty of Business

Administration in Partial Fulfillment of the Requirements for the Degree of

Bachelor of Business Administration (BBA)

Supervised By:

ZOBAIR SHIBLI

Assistant Professor

Submitted By:

Ahmed , Shakil

ID# 10-15770-1

Major: Marketing

Date of Submission December 12th

, 2013

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INTERNSHIP AFFILIATION REPORT ON

“Below The Line” Promotional Strategies Of Grameenphone”

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Tabel Of contents

Content Page

Letter of Transmittal i

Letter of Endorsement ii

Acknowledgment iii

Executive Summary iv

Chapter I Introduction 1-7

1.1 Rationale for Selecting the Report 2

1.2 Company Background 2

1.2.1 Name of grameenphone Founders 3

1.2.2 Chronology 4

1.2.3 Grameenphone at a glance 6

1.2.4 Mission, Vision Values of Grameenphone 6

1.3 Objectives 7

Chapter - II Activities Undertaken 8-18

2.1 Work-Related 9

2.1.1 Preparation of Frequently Asked Questions 9

2.1.2 Preparation of Execution template 12

2.1.4 User Acceptance Test (UAT) 13

2.1.5 Opt in count extraction 14

2.2 Organization-wide 16

2.2.1 Division of Grameenphone 16

2.2.2 Departments under Commercial Division 17

Chapter - III Challenges And Proposed Course Of Action For Improvement 19-22

3.1 Identified/Observed in the Organization 20

3.1.1 Tools Dependency 20

3.1.2 Sending Capacity Problem 20

3.1.3 Approval Dependency 20

3.1.4 Man power problem During UAT 20

3.2 Academic Preparation 21

3.3 Missing Knowledge 22

Chapter - IV Lessons Learned From The Internship Program 23-28

4.1 Implication to Organization – Based on Affiliation 24

4.2 Implications to University’s Internship Program 26

4.3 Others 27

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Chapter – V Recommendation & Conclusion 29-33

5.1 Recommendations for Future Strategic Actions 30

5.2 Recommendation for the university 31

5.3 Suggestions For Improvement Or Course Of Action 31

5.4 Summary 33

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Chapter - I Introduction

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1.1 .Rationale for Selecting the Report: : "Below the line" promotion refers to forms of non-

media communication, even non-media advertising. .It is efficient and cost-effective for

targeting a limited and specific group of customer. Below the line sales promotion typically

focus on direct means of communication most commonly SMS ,direct call, Recoded voice often

using highly targeted lists of customers to maximize response rates. These promotions are short-

term incentives, largely aimed at consumers. Below the line promotions are becoming

increasingly important within the communications mix of many telecommunication companies.

Grameenphone is highly involved in "Below the line" promotion for retaining their customers.

As a intern if I work on "Below the line" promotion of grameenphone I will be acquiring

practical knowledge about "Below the line" promotion and also I will able to know the

strategies which GrameenPhone use for "Below the line" promotion .I also understand how

marketing team achieve communication objectives more efficiently in a limited budget and how

to find out more effective and cost efficient ways to communicate with the target markets, which

will help me in my future career if I work for any network provider company in Bangladesh.

That’s why I feel interested to work on this topic for my affiliation report.

1.2 Company Background:

Grameenphone, widely known as GP, is the leading telecommunications service provider in

Bangladesh. With more than 40 million subscribers (as of June 2012) Grameenphone is the

largest cellular operator in the country. It is a joint venture enterprise between Telenor and

Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed

microfinance organization and community development bank Grameen Bank. Telenor, the

largest telecommunications company in Norway, owns 55.8% shares of Grameenphone,

Grameen Telecom owns 34.2% and the remaining 10% is publicly held.

Grameenphone is the largest mobile telecommunications operator in Bangladesh in terms of

revenue, coverage and subscriber base. The company was incorporated on October 10, 1996 as a

private limited company.

Grameenphone was the first company to introduce GSM technology in Bangladesh. It also

established the first 24-hour Call Center to support its subscribers. With the slogan Stay

Close, stated goal of Grameenphone is to provide affordable telephony to the entire

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population of Bangladesh. (Wikipedia , 2012)

1.2.1 Name of grameenphone Founders:

Telenor

Grameen Founder Marubeni

Telecom Corporation

Gonofone Development Corporatio

Figure2.1: Grameenphone founders

Grameenphone is a joint venture, which comprises of:

Telenor – A state-owned telecommunication company from Norway. It has a long

history of successful cooperation with other operators in Russia, Hungary, Montenegro,

Ireland, Bangladesh, Greece, Germany, Germany, Australia, Malaysia etc.

Grameen Telecom - A sister concern of Grameen Bank. It was established by Grameen

Bank to organize and assist those Grameen bank borrowers who wish to retail

telephone services in the rural areas.

Marubeni Corporation – A leading investment and trading company from Japan. The

company owns 9.5% of GP.

Gonofone Development Corporation – A New York-based telecommunication

development company having investments in many companies in USA, Russia and

other parts of Europe. Gonofone Development Corp. owns 4.5% of GP.

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1.2.2 Chronology: November 28, 1996: Grameenphone Ltd. received cellular license by the Ministry of Posts

and Telecommunications of Bangladesh.

March 26, 1997: Grameenphone launched its service on the Independence Day of Bangladesh.

June 1998: Grameenphone started its services in Chittagong, the second largest city and the

port city of Bangladesh. Cell to cell coverage between Dhaka-Chittagong was established.

September 1999: Grameenphone started its service in Khulna, the industrial city of

Bangladesh. In addition, cell-to-cell coverage between Dhaka and Khulna brought a number

of other districts under coverage.

February 2000: Grameenphone started its services in Rajshahi, the education city of

Bangladesh. Service also started in Sylhet and Barisal and thus all six divisional

headquarters got the cellular network coverage for the first time Bangladesh.

March 2000: US President Bill Clinton visited Bangladesh while GP Village Phone program

was highlighted to him.

June 2000: Grameenphone started its services in Sylhet, Barisal and Rajshahi, bringing all

six divisional headquarters under the coverage of its network. The service in Barisal region

was started after the microwave link between Khulna and Chittagong was completed.

August 2003: Grameenphone subscribes base has become more than one million. Grameenphone

became the first operator in the country to reach the million subscribers. October 2006: Grameenphone was presented with the GSM Association's Global Mobile Award

for best use of Mobile for Social and Economic Development' at 3GSM World Congress held in

Singapore, for its Community Information Center (CIC) project.

November 2005: Grameenphone registered more than 5 million subscribers. November 16, 2006: Grameenphone crosses the 10 million-subscriber mark after almost ten

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years of operation.

December 2006: Grameenphone launched Bill Pay service. Grameenphone undertook a

universal approach meaning customers from other operators would also be able to use this

service. Grameenphone also established a separate hotline „1200 to assist people for queries

and for complains.

February 2007 : Grameenphone was presented with the GSM Association's Global Mobile

Award for „Best use of Mobile for Social and Economic Development' at the 3GSM World Congress held in Barcelona, Spain, for its Health Line Service project. September 20, 2007: Grameenphone reaches 15 million subscribers mark. (Annual Report of Grameenphone , 2010)

June 2008: Grameenphone reaches 20 million subscribers landmark.

April 2009: Grameen Phone launched their own branded modem to facilitate the growth of

Internet usage around the country.

September 2009: Grameen Launched Grameen Phone V100, companys own branded handset. Grameen Phone becomes the first telecom operator in the country to launch its own branded

handset.

2010: Launched Tariff plan, MobiCash Financial Service Brand, Ekota for SME, Badhon

Package, and Mobile Application Development Contest & Network Campaign; reached

29.97 million subscribers. (Annual Report of Grameenphone , 2010)

March 2011: Grameenphone’s subscribers reached out to 32 million (Annual Report of

Grameenphone, 2011)

January 2013: Grameenphone Successfully Deploys Oracle Communications Network

Resource Management Solution to Transform Inventory Operations.

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1.2.3 Grameenphone at a glance:

Name of the Company Grameenphone Ltd.

Founded March 26, 1997

Headquarter GP House, Bashundhara, Baridhara

Dhaka – 1229, Bangladesh

Key People Tore Johnsen, CEO

Industry Mobile Telecommunication

Shareholders

Telenor Mobile Communications AS (55.80%)

Grameen Telecom (34.20%)

General Public & Other Institutions (10.00%)

Type of Business Limited

Products Telephony, EDGE, GSM

Current Packages Explore (Post-Paid), Shohoj, Bondhu, Apon, Baadhon,

Spondon, Smile (Pre-Paid), djuice, Business Solutions, GP

Public Phone, GP Village Phone, Amontron, Nishchinto

Area Coverage 61 Districts

Subscriptions 40 Million (2012)

Position in the Industry 1st

Network Coverage 99% of the population

Number of Employees 5,100

Major Competitors Banglalink, Airtel, Robi, Teletalk, Citycel

Total Revenue 59.5 million TK (2012)

Corporate Website www.grameenphone.com

Company Logo

1.2.4 Mission, Vision Values of Grameenphone:

“We are here to help”

# Mission:

Leading the industry and exceed customer expectations by providing the best wireless services,

making life and business easier

# Vision:

We exist to help our customers get the full benefit of communications services in their daily

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lives. We want to make it easy for customers to get what they want, when they want it. We

are here to help

# Values:

Make It Easy: Everything we produce should be easy to understand and use. We

should always remember that we try to make customers‟ lives easier.

Keep Promises: Everything we do should work perfectly. If it does not, we are there

to put things right. We are about delivery, not over-promising. We are about actions,

not words.

Be Inspiring: We are creative. We bring energy and imagination to our work.

Everything we produce should look fresh and modern.

Be Respectful: We acknowledge and respect local cultures. We want to be a part of

local communities wherever we operate. We want to help customers with their

specific needs in a way that suits way of their life best. (Annual Report

ofGrameenphone , 2010)

1.3. Objectives:

Broad objective: The broad objective of doing this study is to gain knowledge, information and

experience about Below the line promotion for different segments of customers of

Grameenphone .

Specific Objectives:

To know about "Below the line" promotional strategy, tasks and operations.

To get ideas about high low and mid value customers who are getting special services.

To gain experience by working as a team member of CRM team in customer life cycle

management department and learn the organization’s behavior.

To understand how Grameenphone differentiates customers for different promotion .

To identify strategies of CRM team and how it launching attractive offer.

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Chapter –II ACTIVITIES UNDERTAKEN

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2.1 Work-Related: I worked in GP’s Commercial division in Customer lifecycle Management

at Campaign Execution team as part of internship. Customer lifecycle Management is a relatively

new department in GP Commercial and its sole purpose is to recognize, reward and retain GP‟s

most profitable and long-term subscribers. The team also tries to associate positive feelings and

attitude towards the brand GP through the program. In my 12-week work experience, I had to go

through different responsibilities, one to one session with supervisor and GP HR. I have done the

followings works, those are discussed below:

Preparation of Frequently Asked Questions (FAQ)

Preparation of Execution template

Preparation of Siebel offer documentation

User Acceptance Test (UAT)

Opt in count extraction

2.1.1 Preparation of Frequently Asked Questions : Frequently Ask question means a list of

questions and answers relating to a particular camping which we have to provide our

stakeholders so that they can have an idea about what is going on the market .

Before preparing a Frequently Asked Questions (FAQ) my supervisor or team member always

provide me this type of matrix road map. In this matrix they provide me sufficient data to make

Frequently Asked Questions (FAQ) .

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Campaign Id

1304BL23

Campaign Objective

Cross Sell/Up Sell

Start Date Campaign Owner

TaufiqCampaign Name

Upselling SMS MV

Master Segment

Mid Value (MV)

End Date

Offers1 2 3 4 5 6 7 8

oN nET sms [5]; Send 5 SMS (any net) in next 3days [-]; 7 days validity

Control Group

Channel

SMS 0 0 00 0 0 0Segments

A [1800000] 1006TE06B2 - - - - - - -

Prepaid Consumer; ARPU:330-500; #SMS:>/=4;

1,750,000 - - - - - - - 10,000

Campaign Matrix:: 1304BL23

Figure:2.1.1Campaign Matrix (roadmap)

My responsibility was to prepare FAQs (Frequently Asked Questions) for campaigns, which are

actually prepared to support the CS (Customer Service) Agents, to prepare execution alignments

for the CS agents as well. Moreover, I had to prepare campaign modality & had to count

subscribers for the upcoming micro campaigns.

Campaign Details

SMS Text

Trigger, Offer and

Channel Details

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Figure:2.1.1: Frequently Asked Question (FAQ)

Micro Campaign

Specific question

Offer specific

question

Standard

question

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2.1.2 Preparation of Execution template: After making FAQ Sometimes I have to make

Execution template. This is a touch point of cross function and It also make for

campaign approval . But three things I have to ask from my supervisor , Siebel tagging ,

sending unit and masking .

Figure:2.1.2: Execution template

2.1.3 preparation of Siebel offer documentation: Siebel offer document generally we make for

CS (customer service) department .This is a kind of tools , through this tools we can give input

about campaign details, from this information cs(customer service) department can understand

which offer is applicable for which segment of customers . The screen shot I provide here the red

round portion information is given by my team.

Campaign Type Micro Campaign

Campaign ID 1304BL23

Campaign name Up selling SMS MV

Launch date 11th April 2013.

Siebel Tagging Yes

Sending unit CLM

Masking GP offer

List ID Time SMS Text Channel

1304BL23A1 TBD. 13 April er majhe jekono number e 5 ti SMS pathalei paben aro 5 ti

Free GP-GP SMS (meyad 7 din)! 15 April offer paben SMS

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Figure:2.1.3:Siebel offer documentation

2.1.4 User Acceptance Test (UAT) : Though I was working with campaign execution team so

my team main task is launching different campaign and before launching any camping they need

to do UAT(user acceptance test). It can be three types such as

- pre live : Means test before launching any campaign .

- post live : Means test after launching any campaign .

-Midnight: (00:00 hr) Means test after 12am.somtimes some offer start after 12 am at that time

we have to did UAT from home .

What actually I have to do in an UAT is ,my supervisor or team member was give me two or

three hand and also some pre-paid simcard and they mail me a excel file with a format ,where all

the criteria was given what test I have to do .Before starting an UAT my supervisor give me a

brief idea about what we have to do . I have to finished UAT with in a particular time .

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Figure:2.1.4: User Acceptance Test (UAT)

2.1.5 Opt in count extraction: My another task is opt in count extraction .sometimes my team

members provide me some excel file with lots of numbers with date and I have to find out some

specific number from that list .for example: The screen shot I provide , from this file I have to

find out the numbers who opt in by writhing “MC1 Y and send it to 8282” from 17 October to 4

September .here almost 2 lack number exist and I have to find out some specific number.

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Figure:2.1.5:Opt in count extraction

2.2 Organization-wide:

During the internship period, I have observed, taught and learnt many activities as well as

various things about the organization, Grameenphone. I worked with CRM team which work for

customer life cycle management department under commercial division. It was not possible for

me to do all the work within three months of internship. But I gathered the knowledge about the

commercial division at Grameenphone. So now I am going to share, discuss and explain my

knowledge and information that I have learnt from Grameenphone during the internship period .

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2.2 Organization-wide:

During the internship period, I have observed, taught and learnt many activities as well as

various things about the organization, Grameenphone. I worked with CRM team which work for

customer life cycle management department under commercial division. It was not possible for

me to do all the work within three months of internship. But I gathered the knowledge about the

commercial division at Grameenphone. So now I am going to share, discuss and explain my

knowledge and information that I have learnt from Grameenphone during the internship period .

2.2.1 Division of Grameenphone:

Grameenphone has more than 5100 employees working at different levels of organizational

hierarchy. There are 7 functional divisions engaged in managing these employees- with the aim

to meet organizational objectives. Grameenphone follows a mix of centralized and decentralized

decision making process-where the top management mainly takes all the strategic decisions

while the functional managers have flexibility to take decisions by themselves on a day-to-day

basis. At Grameenphone the Managing Director is assisted by 9 Senior Executives who are

heading different departments in the strategic decision making process. The divisional names of

Grameenphone are given below:

1. Commercial Division

2. Communication Division

3. Finance Division

4. P&O Division (P&O is known as HRM)

5. Corporate affair Division

6. Technology Division

7. MD Division

Grameenphone

Commercial Division

Communication Division

Finance Division

P&O Division (HR)

Corporate Affair

Division

Technology Division

MD Division

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2.2.2There are Nine Departments under Commercial Division also. These are

1. Product Department

2. Marketing Department

3. CLM (customer life cycle management) Department

4. Distribution Department

5. Trade marketing Department

6. Customer Experience Department

7. Customer Service Department

8. BPM (Business Transformation Service) Department

9. Direct sales Department

As a Intern I worked with CLM department and get some knowledge about CLM main

responsibilities.

Customer relationship managment (CRM Team)

Campaing managementcampaing Analyis

/pricing/pry(return on investment

campaing execution

Commercial Division

Cuntomer life cycle Department

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Main Responsibilities: Customer Lifecycle Management

Develop and manage loyalty program

Gather structured/unstructured information from different sources, process it and pass it

to relevant parties

Conducting market research, prepare trackers etc

Data support to all stake holders Data mining, for discovering new patterns, behaviors etc and introduce new analytical

models

Overall responsible for providing insights as input to the Commercial Division

Customer expectation and satisfaction management

Service assurance, usability

Product and process simplification and Interaction enhancement

Campaign execution and align the CS agents

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Chapter –III CONSTRAINTS/CHALLENGES AND PROPOSED COURSE OF ACTION FOR IMPROVEMENT

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3.1 Identified/Observed in the Organization:

Grameenphone is a well reputed telecom company and I did my internship in GP House at

Bashundhara, Baridhara which is a very good place to work. So, there is nothing much to say

about the workplace environment, employee skill and organizational behavior and culture that I

learned from this organization. As I am a student of marketing department, it was challenging for

me to learn different activities of Grameenphone. If there is a workshop of developing corporate

culture for student like us it will help us to understand the activities. This is just a little

observation during the internship program where I feel that educational background is important

in job place. To work in the telecom sector it is very challenging. During my internship period I

faced some problem .Those are given below :

Tools Dependency

Sending Capacity Problem

Approval Dependency

Man power problem During UAT

3.1.1 Tools Dependency: Grameenphone CLM department use different kind of CRM tools or

software such as SAS(statistical analysis system) ,CAF(campaign automation factory) for

executing their campaign. This work done by campaign execution team where I worked as a

intern. when my team send any offer finally to the customers at that time they faced a basic

problem. Because grameenphone use old version of SAS tools which is single based software

where at a time one more person can’t send sms.

3.1.2 Sending Capacity Problem : There is also a problem on sms sending capacity . Every team

member has a limited access to send sms.

3.1.3 Approval Dependency : Most of the time our campaign is delayed because of approval.

Campaign approval depends on other cross functional team .

3.1.4 Man Power Problem during UAT : when we were doing UAT(user acceptance text) at that

time we always need some extra man power from CS(customer service) department for

complete our UAT within a certain time and also some necessary access which is not available in

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our team member .But most of the time CS department failed to provide man power timely. For

that reason sometimes Our UAT takes long time.

3.2 Academic Preparation: During the whole internship program I've faced many challenges

related to my academic preparation. The remarkable ones are stated below :

Time Constraint: I faced challenge with preparing the entire report because it requires

diversified data to be collected and typed but the time I was given was too short.

Resource Constraint: In many cases the authority did not want to disclose internal

information to me which was a challenge for me while I was collecting data .

Communication Gap: All the employees were performing their scheduled job every day so It

was tough for me to interrupt them and ask question many time which created a

communication gap between me and them.

Now I want to discuss about relevance between assigned tasks of the Grameenphone with my

major Marketing in below.

This internship period is very important for any student. So it also gives me an opportunity to

learn the role of Marketing in Telecommunication . It gives me some practical knowledge of

varies CRM activity of telecommunication sector which is I have learned in my major

Marketing.

As a marketing major student of AIUB I learned in my consumer behavior course that to ensure

effective delivery of services through satisfaction is very important for creating loyal customers

and when I was working with CRM team and observe that how they actually satisfy their

valuable customer at that time I found relevance between course.

Mismatch: During my internship period I have seen lots of CRM related activities. But the

concept about CRM I learned from my university and books also, is little bit different with real

scenario . I learned that CRM is only for high value customers but here I observe that CRM is

not only for high value customer but also mid and low value customers.

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3.3 Missing Knowledge :

In our Academic period I have seen that we students are not able learn practical work or we don't

have that kind of working environment so in our academic life we are pretty unknown about the

real corporate life. The university should give the opportunity to get the practical experiences. So

we can be more able to do the Internship well at any organization.

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Chapter – IV LESSONS LEARNED FROM THE INTERNSHIP PROGRAM

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4.1 Implication to Organization – Based on Affiliation:

I have started internship program in Grameenphone, at Baridhara, and at first I introduce with the

supervisor who later introduced me to all the team member of the department would perform in

12 weeks of my internship program. Firstly I was assigned to CRM Department campaign

execution team. It was very challenging because of maintaining customers satisfaction but it’s

very fruitful for me. I was under supervision of Mohammad Sohel Mahmud, The team leader of

campaign execution team in CRM department. Telecommunication job is service oriented job,

maintaining customer satisfaction is first priority. When I have started my work with the CRM

department my supervisor advised me about the priority of customer. Customer may react but

our job is to make them satisfied by providing better service. Moreover I have learned in my

university about customer relation management which helps me very much to work with CRM

team.

I was posted in the CRM Department where customer satisfaction issue was very much focused

and I have learned few necessary works those are more help full to build my carrier, this is to be

discuss below:

Gained Knowledge About micro campaign: Though I worked with CRM team they

usually did micro campaign. SMS, WAP Push RVC generally these channels CRM

team use for micro campaign. Long run micro campaigns ensure customer satisfaction,

additional revenue and positive changes at brand preference .

Gaining knowledge regarding GP products: As I was in campaign execution team so

in order to understand my tasks better, I had to understand all the offerings of different

products of GP. This in return enriched my knowledge regarding the products. As an

outsider before joining GP, I only knew the offerings of Xplore and smile products but I

did not have any idea about business solution products. As I was working in CRM team

we offered some special service to the business solution customer .so I learned a lot about

this product which would have not possible without this internship experience.

Experience of one-to-one session: One to one session is a session in which a supervisor

evaluates employees under him/her on a weekly basis. In this 12 week of internship I had

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9 one to one sessions with my supervisor. Each session was of half and hour. In those

sessions he used to evaluate my week’s work. In few sessions he corrected my mistakes

and also appreciated some of my work of a given week.

Learned about GPIT : Before joining Grameenphone I don’t have that much Idea about

GPIT . GPIT is a fully owned subsidiary of Grameenphone ,all kind of IT related work

grameenphone done by GPIT . But gpit not only work for grameenphone they work for

so many other companies.

Gain knowlegbe about different CRM tools : Grameenphone CRM team use different

CRM tools such as statistical analysis system( SAS) , campaign automation factory(CAF)

etc.

As there are many telecoms in Bangladesh, it is a really competitive market to do well in the

telecom sector. Grameenphone is doing well in the telecom sector. They have a good

management team, controlling board and governing body, differentiated customer offerings for

different customers, operation outside Bangladesh and a bunch of skilled employees which make

the telecom one of the leading local company in Bangladesh. I learned how to influence

customer to buy the product. At the beginning it was little bit adjust with the organization

environment.

Depending on my objectives one by one everything has to clear that what kind of issues I faced

and for this what kind of solution I can provide to the company. There are some suggestions to

my organization. Such as:

The working environment of the company is suited for me to work easily.

All the employees, Manager, Assistant Manager, and executives are very helpful.

Work timing is flexible from other telecom.

They are providing lunch for all the employees.

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The employees are focused in their tasks that they have assigned for that day.

There are so many similarities between my academic level education and organizations

works.

All the activities of the company are monitored by the GrameenPhone IT daily.

The employees get different motivation like employee of the month, performer of the

week, best team of the month.

They provide laptop for all the employees.

This organization is a paperless office.

4.2 Implications to University’s Internship Program:

As I did internship in Grameenphone, there is a possibility that other students will also be

interested to do internship here too. And the more students will be there as interns, the more the

relation between AIUB and Grameenphone will be strong. Grameenphone can also recruit and

select skilled and meritorious students from AIUB and offer job opportunity.

It’s a great opportunity for me doing BBA from AIUB also in my last semester it’s great to take

internship. For this internship program proudly I can say that this program is really benefited to

me also for my carrier. Because every point of my study life I can say that by internship program

a student can understand about organizational culture, corporate culture also he/she can

differentiate what they learned from academic preparation and what’s going on in practical job

life. I have learned about their product, dealing with customers, taking small decision about the

benefit of the company. So from my point of view it’s really a great opportunity to prove anyone

as a good student of AIUB by preparing a good internship report to do intern in a good reputed

organization.

AIUB's Internship program helped me with many personal developments through teaching me

the following points-

Understanding corporate culture and act according like that

Check and balance between professional and personal life

Develop the power to read customers' mind to some extent

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Show empathy to the customer

Help others to get their support

Try to enjoy the work, because if it was easy every one could do that

Inspiration and motivation is important

Be punctual and have dedication

Try to be a team player

Maintaining a good relationship with supervisor and clients

Try to apply gained knowledge in practical work place

There is no implication to University’s internship program from myself. Everything has been

going planned and schedules are strictly maintained by university. So, there is no chance to take

any false or wrong step.

Some suggestion :

My suggestion is compare the academic study with the practical job and learn the

similarities and differences and their reasons.

Collect as much as information about the organization during the internship, it will help

in future.

4.3 Others:

Through the internee program, I’ve learnt the proper organizational culture, manner and

protocol. This will be helpful in my job life later for the rest of my life. That also helped me to

see how the telecom company work. How they maintain the relationships with their customers

through Micro campaign and as a part of my job I visited many other department and met many

people, which will enhance my confidence and smartness. These connections have helped me to

learn how to talk, behave and negotiate with the customers or other business people. And these

experiences would have never been gained without this internship program. But after this

internship I can say that all my laziness, clumsiness is gone and there is leadership instincts

growing in me. I am more and more becoming a leader and started to manage people effectively.

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I am thankful to this internship program of BBA, for this I was able to join an organization and

learnt so many things. Before this program I had no idea what actually Affiliation Report was.

Making this report also helped me to understand how to write a formal report which I am going

to submit to my internship supervisor. I have also learnt about time management that is how to

utilize time and work in an office and make a formal affiliation report at the same time under

huge pressure.

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Chapter -V Recommendation & Conclusion

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5.1 Recommendations for Future Strategic Actions :

As an internee of Grameenphone I have learned and also learning lots of marketing related

activities. I am confident that this three months internship program at Grameenphone will

definitely help me to realize my further carrier in the job market. They should more promote E-

customer care which will take them closer to their customers, from where the customers will get

every kind of facilities which they can get from customers care. For the development of

employee, Grameenphone should provide more motivational works like participation of bottom

level of executives. Grameenphone always focus on their product quality not in to product price.

So they should focus on their product price which need to reduce like call charge, internet

modem price.

There are some recommendations I found as I make this report. These recommendations can be

helpful for the company. These are:

Grameenphone always focus on their product quality not in to product price.

For the development of employee, Grameenphone should provide more motivational

works like participation of bottom level of executives.

They should promote more E-customer care which will take them closer to their

customers.

Before entering into the market with new product or new feature, Grameenphone need to

do proper market analysis.

Before making any advertising Grameenphone should target the customer for whom the

product will be and the standard should be maintained.

They should make the value added services in such a way that is understandable for the

customer.

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5.2Recommendation for the university:

The university can arrange orientation program for new intern student where student can

get an idea about internship. Because most of the time students don’t get an intern offer

from companies as a result they face a lot of problem to do their internship program. So

university can set up a preference list to the big companies to take students as intern and

get them an opportunity to work over there.

5.3 SUGGESTIONS FOR IMPROVEMENT OR COURSE OF ACTION:

Getting an opportunity to do internship in the largest telecommunication company of Bangladesh

has been a great experience. It was a great honor for me to work in such a professional company

where everything is so organized and perfect. The corporate culture that I learned from

Grameenphone is a thing to be mentioned especially and adapting to it was a big challenge in

such an early stage of my career. The things learnt from real time work experience for the first

time has indeed been a privilege.

On my three months observation in the company, I achieved lot of practical knowledge. During

the internship period I faced some problems and based on that I state the following suggestions

to the company :

SMS tool single burst constrain : At present using our SMS sending tool, at a time

only one execution resource can shoot SMS. As a result, resources need to have a

very close alignment with each other.

I would proposed to incorporate a dynamic tool which will enable multiple resources

to log in and communicated multiple SMS at a time. There could be a scheduler

option in the tool where resource can upload & schedule their SMS the tool with a

near future time and tool will automatically disburse SMS as per the schedule.

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Approval dependency problem solution: Because of approval delay some

campaign cant be launched at right time. If grameenphone can make kind of tools

which will automatically send reminder all the campaign manager after a certain

period it will get approval automatically.

SMS sending capacity problem solution: In some cases grameenphone need to

launch instant campaign in that case customer service (CS) cant give support because

of man power. In that case Customer service (cs) department can add more part time

employee to give extra support to grameenphone .

UAT man power problem solution : During user acceptance test (UAT) we always

need more man power but CS department cant provide sufficient man power always

.In that case before 2 days of starting user acceptance test (UAT) campaign manager

can inform their depart head about extra man power . and we also can do alignment

with department head that they need to keep some extra man power for User

Acceptance Test and those people will be trained for doing user acceptance test

(UAT). Whenever any team need man power for user acceptance test (UAT) they will

call them formally .

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5.4 Summary:

Getting an opportunity to do internship in the largest telecommunication company of Bangladesh

has been a great experience. It was a great honor for me to work in such a professional company

where everything is so organized and perfect. The corporate culture that I learned from GP is a

thing to be mentioned especially and adapting to it was a big challenge in such an early stage of

my career. Textual learning’s form university courses were helpful, but the things learnt from

real time work experience for the first time has indeed been a privilege

To summarize the whole report I can say that I have achieved so many things doing this

internship program that I didn’t know before my internship.

Grameenphone is doing huge micro campaign to influence each and every level customers .

Grameenphone is doing this micro campaign all over Bangladesh in order to get more revenue

and customer loyalty . There is slight delay in activation the migration because of cross

functional problem.The process grameenphone follow to do micro campaign is little bit lengthy.

First business intelligence (BI) team research and segment different level of customer then send

the list to campaign management team they think and make an attractive offer for a particular

level customers and send it to campaign analysis team who analysis that is this campaign really

going to a successful campaign then they approve the campaign and send it to campaign

execution team they finally send the offers to the customers.The response is very good and the

sales team is satisfied with the performance. It is not easy to find the right people to contact and

select the venue for the campaign. The opportunity they are giving to the people who are

working with the campaign is vast. Grameenphone is trying to get more connection to generate

more profit. Sometimes campaign get huge success and grameenphone give additional facility to

the team .

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Shakil Ahmed

261/B Khilgaon Chowdhury para.

Dhaka-1219, Bangladesh

Cell: 01746399620 ,01676030811

Email: bdbadhon@yahoo.com

Objective

Achieving a dynamic and challenging job where I can utilize my interpersonal skills, creativity

and learning experience to develop my career as well as to contribute in the welfare of the

organization.

Education

Bachelor of Business Administration (BBA)

American International University - Bangladesh (AIUB).

CGPA of 3.45 out of 4.00 scales

Major in Marketing

H.S.C

IdealCollege, Dhaka

Passing Year: 2009

Concentration: Commerce

SSC Ideal School & College, Dhaka

Passing Year: 2007

Concentration: Commerce

Extra-Curricular Activities

Managed a stall in Banani Club Field during Pahela Baishakh 2012

Created a video advertisement at Advertisement and sells management course competition.

Attended many seminars throughout my academic life

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Additional Information

Hobbies: Travelling to far-reaching distance by bike, Research in paranormal activity, Adventure ,

photography. Interests: Technological update, business news, E-commerce, business competitions, business

seminars.

Personal Information

Father’s Name : Kabir Ahmed

Mother’s Name : Shahanaz Begum

Date of Birth : August 14 , 1991

Marital Status : Single

Religion : Islam

Reference:

Md. Mahmudul Hoque

Specialist

CRM ,Product, Commercial

Grameenphone Ltd.

Cell: 01711081020

Email: mmhoque@grameenphone.com

Mohammad Sohel Mahmud

Deputy General Manager

CRM,Product Management, Commercial Division

Grameenphone Ltd

Cell: 01711506698

Email: sohel.mahmud@grameenphone.com