CHAPTER- 1

Introduction

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1.1 Introduction
The telecommunications industry in Bangladesh has experienced remarkable growth
and transformation in recent years. With a population exceeding 160 million and a
rapidly increasing mobile phone penetration rate, Bangladesh represents a dynamic
and competitive market for telecom operators. Banglalink, one of the leading telecom
companies in the country, has played a pivotal role in shaping this industry.

At the outset, the telecommunications landscape in Bangladesh was characterized by

limited access, high costs, and outdated technology. However, over the past few
decades, significant reforms and investments have ushered in a new era of
connectivity and accessibility. The deregulation of the sector, the introduction of 3G
and 4G technologies, and the proliferation of mobile internet have all contributed to
the industry's expansion.

Promotional strategies are essential tools for telecom companies seeking to gain a
competitive edge in this crowded marketplace. Effective marketing and promotion not
only drive customer acquisition but also influence customer retention and loyalty.
They are pivotal in conveying a company's brand identity, services, and value
propositions to a diverse and discerning consumer base.

Banglalink, a subsidiary of VEON Ltd., has been a prominent player in Bangladesh's

telecom industry since its inception in 2005. With a focus on affordability, innovation,
and customer-centricity, Banglalink has consistently adapted its promotional
strategies to stay relevant and competitive. As such, an in-depth analysis of
Banglalink's marketing promotional strategies provides valuable insights into the
broader telecom landscape in Bangladesh.

Understanding the evolution, effectiveness, and impact of Banglalink's promotional

strategies is of paramount importance for telecom practitioners, scholars, and
policymakers. This study aims to shed light on the intricate dynamics of telecom
marketing in Bangladesh drawing on real-world data and consumer perspectives to
evaluate the efficacy of Banglalink's strategies. By doing so, it seeks to offer
actionable recommendations and contribute to the broader discourse on
telecommunications marketing in emerging markets.

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1.2 Origin of the Report
As a student of Business Administration (BBA) every student is required to conduct a
practical orientation in any organization for fulfilling the requirements of the Project
Program . The main purpose of the program is to introduce the students with the real
world situation. I have done my Project in Banglalink. This Project Report is
generated under the academic supervision Mrs. Farzana Haque Boby, Lecturer,
Department of Business Administration, Dhaka Commerce College, Dhaka. This
report is prepared as the partial requirement of BBA degree. The topic is “Marketing
Promotional Strategies of Banglalink”.

1.3 Rationale of the Report

Marketing promotional strategies play a pivotal role in a telecom company's ability to
attract and retain customers. By scrutinizing Banglalink's strategies, this study can
offer valuable lessons and best practices for improving the effectiveness of marketing
campaigns within the telecom industry. These insights can benefit not only Banglalink
but also other telecom operators seeking to enhance their promotional efforts.

While numerous marketing theories and frameworks exist, the application of these
theories in real-world scenarios often presents challenges. This study bridges the gap
between theoretical marketing concepts and practical implementation by evaluating
Banglalink's strategies in a real-world context. This practical perspective can enrich
marketing literature and provide students and scholars with a more nuanced
understanding of marketing in the telecommunications sector.

The findings of this research can serve as a valuable resource for Banglalink's
strategic decision-makers. By identifying strengths, weaknesses, opportunities, and
threats in the current promotional strategies, the study can guide the company in
making informed decisions to optimize its marketing efforts and maintain a
competitive edge.

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The telecommunications industry in emerging markets like Bangladesh presents
unique challenges and opportunities. As such, empirical studies on marketing
promotional strategies in this context are relatively scarce. This study contributes to
the existing body of knowledge by providing data-driven insights into the telecom
marketing landscape in Bangladesh, making it a valuable resource for future research
and academic discourse.

In conclusion, this study is not merely an examination of Banglalink's marketing

promotional strategies but also a contribution to the broader fields of marketing,
telecommunications, and business strategy. It serves the dual purpose of practical
application and academic enrichment, making it a relevant and valuable endeavor.

1.4 Objective of the Report

The primary objective of this report is to use the theoretical concepts gained in the
classroom situations with the real life scenarios. This is also a partial requirement of
the BBA program. This objective is basically met by remaining attached with a
reputed organization and by gaining some real life experiences, so that it adds value to
the knowledge base of me. In case of this report, the objectives are-
 To comprehensively examine and evaluate the historical evolution of
marketing promotional strategies employed by Banglalink over the years.
 To assess the current effectiveness and impact of Banglalink's marketing
promotional strategies in terms of customer acquisition, retention, and market
share.
 To explore consumer perceptions and feedback regarding Banglalink's
promotional efforts and their influence on customer loyalty and satisfaction.
 To identify challenges and opportunities faced by Banglalink in implementing
effective marketing promotional strategies.
 To provide practical recommendations and strategies for Banglalink to
enhance the effectiveness of its marketing promotional efforts based on
research findings.

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  To contribute to the academic understanding of marketing promotional
strategies in the telecommunications industry, particularly in emerging
markets like Bangladesh, by conducting empirical research and bridging the
gap between theory and practice.

1.5 Scope of the Report

The scope of this report encompasses a comprehensive examination of
Banglalink's marketing promotional strategies, The report primarily covers the
period from Banglalink's inception in 2005 to the present day, providing an
analysis of the historical evolution and recent developments in the company's
marketing promotional strategies. This report delves into various promotional
strategies employed by Banglalink, including but not limited to advertising,
sales promotions, public relations, digital marketing, and data analytics. The
study primarily focuses on the Bangladesh market and the strategies tailored to
the specific dynamics of the Bangladeshi telecommunications industry. The
scope extends to analyzing consumer perceptions and feedback regarding
Banglalink's promotional efforts, with a particular emphasis on their impact on
customer loyalty and satisfaction. The report provides practical
recommendations for Banglalink to enhance the effectiveness of its marketing
promotional strategies based on research findings. However, the
implementation of these recommendations is beyond the scope of this study.
This report aims to contribute to the academic understanding of marketing
promotional strategies within the telecommunications industry, particularly in
emerging markets. It does not address broader corporate strategy or operational
aspects of Banglalink. It's important to note that while this report strives for
comprehensiveness, there may be limitations due to data availability, time
constraints, and the dynamic nature of the telecommunications industry.

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1.6 Methodology of the Report
In order to collect relevant and adequate data it is necessary to follow proper
Methodology. No one can collect relevant information without maintaining a proper
Methodology.

1.6.1 Sources of Data

The study is exclusively a descriptive research and thus it is purely based on the
information from secondary data sources. The data are collected from:
 Annual Reports of Banglalink.
 Different books, research papers, documents, manuals etc. related to the topic.
 Subject related websites and
 Different reports of Telecommunication company

1.6.3 Data Analysis & Presentation

After collecting necessary data it needs to process this data. All data are processed
through proper editing, classification and tabulation. Then Data are analyzed and
presented by percentage, graphical presentation techniques and different types of
charts. Major or critical findings have been analyzed and then based on everything;
recommendations and conclusion are given.

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1.7 Limitations of the study
There are some limitations that I have faced in preparing this report. Basically I faced
difficulties in collecting data from the different sources. I could not collect primary
data for lack of time. For secondary data, I faced problem of unorganized record of
documents keeping by different sources. Preparing the report I faced some difficulties
which are-.
 Lack of proper information in the websites of the Banglalink.
 Lack of necessary information in the official publications of
telecommunication companies.
 Inexperience and time constraint are the other limitations.
 Secondary data were collected from the Annual Reports which may contain
biased information.
 This project has been prepared with limited resources. Due to this reasons the
justifications stated may not reflect the actual scenario.

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 CHAPTER 2
Organization Overview

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2.1 About Banglalink
Launched in February 2005, with over 33.69 million subscribers over a decade,
Banglalink was the catalyst in making mobile telephony an affordable option for
consumers in Bangladesh. The initial success of Banglalink was based on a simple
mission: “Bringing mobile telephony to the masses”, which was the cornerstone of
Banglalink’s strategy.

Fueled with the strong core values such as Customer-obsessed, Entrepreneurial,

Innovative, Collaborative & Truthful, Banglalink is now working relentlessly to bring
digital world to each and every customer to build a true digital Bangladesh, moving
away from the traditional mobile operator to a tech company.

The growth of Banglalink over the years have been fueled with innovative products
and services targeting different market segments, aggressive improvement of network
quality and dedicated customer care, creating an extensive distribution reach across
the country and establishing a strong brand that emotionally connected customers
with Banglalink.

Banglalink provides equal opportunities to employees and has always shown zero
tolerance for any non-compliance activity. Banglalink’s HQ became the first certified
Green Office by World Wide Fund for Nature (WWF) in Bangladesh. The company
has relatively formed a flat organization, Banglalink is now working relentlessly to
bring digital world to each and every customer to build a true digital Bangladesh.

Banglalink Digital Communications Limited is a fully owned company of Telecom

Ventures Ltd. which is a 100% owned subsidiary of Global Telecom Holding. VEON
owns 51.9% shares of Global Telecom Holding following a business combination in
April 2011, between VEON Ltd. and Wind Telecom S.p.A. VEON is a NASDAQ and
Euronext Amsterdam-listed global provider of connectivity, with the ambition to lead
the personal internet revolution for the 235 million+ customers it currently serves, and
many others in the years to come. It offers services to customers in 13 markets

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including Russia, Italy, Algeria, Pakistan, Uzbekistan, Kazakhstan, Ukraine,
Bangladesh, Kyrgyzstan, Tajikistan, Armenia, Georgia, and Laos. VEON operates
under the “Beeline”, “Kyivstar”, “WIND”, “Jazz”, “banglalink”, and “Djezzy” brands

2.2 Mobile Phone Subscribers in Bangladesh

The total number of Mobile Phone subscribers has reached 159.780 million at the end
of March 2022 Banglalink has a subscriber base of 34.372 million with capture
21.51% market share.

Table 2.1: Mobile Phone subscribers in Mar’2022

Subscriber
Operator
(in millions)
Grameen Phone Ltd (GP) 74.053
Robi Axiata Limited (Robi) 47.341
Banglalink Digital Communications Limited
34.372
(Banglalink)
Teletalk Banglaldesh Ltd. (Teletalk) 4.014
Total 159.780

Figure 2.1: Mobile Phone subscribers in Mar’2022

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2.3 Mission of the Company
Banglalink’s success was based on a simple mission: “Bringing mobile telephony to
the masses”This was the cornerstone of its strategy. With this mission on hand
Banglalink changed the mobile phone status from luxury to a necessity and brought
mobile telephone to the general people of Bangladesh thus making a place in their
hearts. The mobile phone has become the symbol for the positive change in
Bangladesh.

Banglalink has a committed mission through which to deliver innovative, customer

focused products and to be the benchmark for customer service excellence.

2.4 Vision of the Company

Banglalink has a committed mission through which to deliver innovative, customer
focused products and to be the benchmark for customer service excellence.

2.5 Objective of Banglalink

Its objective is to earn customer satisfaction through diversified telecommunication
activities and introduction of innovative ideas.
.
2.6 Efforts of Banglalink
 To achieve the goal through fully motivated, committed and dedicated work
force.
 Committed to the client,
 Respond to the customer needs with speed and accuracy,
 Share their values and beliefs,
 Grow as our customer grow,
 Offer first rated solutions of client problems and issues,
 Provide product and service at competitive pricing,
 Create life long relationship based on mutual trust and respect,
 Provide service with high degree of professionalism and use of most modern
technology.

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2.7 Value of Banglalink
Banglalink aims to understand peoples. needs best and develop appropriate
communication services to improve people’s life and make it simple. To ensure their
vision is achieved, they have set their selves a few values, they want to be:
 Customer focus  Integrity quality
 Team work
 Respect for the individual
 Responsible Citizenship
 Straight Forward
 Reliable
 Innovative
 Passionate

2.8 Logo

2.9 Slogan
“Start Something New”

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2.10 Level of Competition:
The level of competition of the Banglalink is very high. Competitors are
– Grameen Phone
– Robi
– Teletalk

2.11 Management Team:

Chief Executive Officer: Erik Aas
Chief B2B Officer: Choukri Berghout
Chief Ethics and Compliance officer: M Nurul Alam
Chief Corporate And Regulatory
Affairs Officer: Taimur Rahman
Chief Financial Officer: Anton Landman
Chief Human Resources & Administration Officer: Monzula Morshed
Chief Legal Officer: Jahrat Adib Chowdhury
Chief Commercial Officer: Ritesh Kumar Singh
Chief Technology Officer: Pierre Boutros Obeid

2.12 Organizational Structure of Banglalink:

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2.13 Product and service Offerings
At present, Banglalink is the third largest telecommunication service provider of
Bangladesh and it has been possible through continuous improvement in the product
and service quality along with innovative ideas of product offerings. Banglalink is
always up to date with them customer needs and customize the products accordingly.
The main function of Banglalink is to provide Mobile Telecom Product and Services
to its valued customer including Voice Communication, SMS service and other
ValueAdded Services (VAS). It also Provides Data services to its customers. Main
Product and services are-

2.13.1 Packages:
Pre-paid: People tend to consume the pre-paid packages more frequently in
comparison to other packages. So, it is the main or core service offering of
Banglalink. Pre-paid packages are very flexible in nature. So, capitalizing the main
characteristics of pre- paid Packages Banglalink is adding various Value-added
service in continuous basis. According to their customer market they customized their
pre-paid plans in such a way that every consumer can get best service. Prepaid
Package offering is Banglalink Desh Ek Rate Darun- This offer gives the consumers
as low as 22 paisa/10 sec to any operator, all day long. 10 second pulse is applicable.

Post-paid: Banglalink understands that every customer has unique needs and usage
patterns. Therefore, it gives choices to the customers so that they can pick according
their need rather than offering the same solution as everyone else. Banglalink post-
paid packages are tailored to serve the consumers exact purposes and give them the
best value for money. In terms of Post-paid plans Banglalink has a wide variety of
packages. There are some simple rules and regulation consumers must follow to
subscribe for the postpaid packages. Post-paid packages are also common and easy to
follow but are not as much flexible as Pre-Paid packages. So, the businessman and
other important officials are the main Target consumer for their Post-paid plans. The
initial type of Post-paid packages is that the, consumer will pay after the consumption
of the service. Basically, consumers of Post-paid plans make the payment of monthly

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basis after the service consume. Some post-paid schemes of Banglalink are as follows
Banglalink Inspire- Banglalink inspire brings special new features for post-paid
subscribers with remarkably low call rates 9 poisa/10 second, along with the 07 nos.
FNF numbers up to 11% discount and many other services and facilities.

Banglalink SME- The salient features of the Banglalink SME package are flexibility
to choose from 2 packages: Banglalink SME post-paid and Banglalink SME call &
control. Banglalink SME post-paid offers best call rates 24 hours with 1 second pulse,
field force locator service, closed user group, attractive bundle package, best rates in 5
FNF numbers, bonus on recharge, and bonus on incoming.

Banglalink SOHO (Small Office / Home Office)- Banglalink offers special SOHO
package with many other important features to cater to your daily business needs of
small and home business. The outstanding features of the Banglalink SOHO package
are:
 Banglalink SOHO Call and Control
 The most competitive call rates 24 hours with 1 second pulse
 FNF facility (Any Operator)
 Bulk SMS
 Friend Finder

Priyojon Program - Banglalink values its loyal and regular customers. So, they
introduce different programs for the customers to make their life easier. Among
different Priyojon Program, there are priyojon prize point program, priyojon current
promotion, priyojon partnership program, priyojon insurance.

2.6.2 Services: BL Services:

Banglalink has a wide variety of services to provide the customers a better and easier
life. Among them, there are- my Banglalink plan, information-based services
(Banglalink health zone, Banglalink mind care, train tracking service, krishi news,
jobs link, Islamic service etc.), entertainment-based services (Banglalink boi ghor,
play music, Banglalink local radio, amar tune, music station, friend finder etc.), call

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management-based services (voice mail service, call block, Banglalink easy divert,
call waiting, missed call alert etc.) etc

Banglalink internet: 3G is the third generation of mobile telecommunications

technology. Banglalink’s fastest 3G service allows valued customers to surf the
internet at the fastest speed. Banglalink is constantly investing and expanding our
infrastructure to ensure high quality voice, internet and other services for the
customers. Now Banglalink provides 4G network in Bangladesh.

Customer Care: Banglalink has a satisfactory number of customer care centers to

serve its valuable customers nationwide. Banglalink is conducting biometric sim
registration successfully through its customer care centers. In addition to that
customers can obtain any kind of information regarding Banglalink packages and
services in the customer cares. Dedicated customer care representatives are always
ready to serve any kind of query asked by the customers. Banglalink strives to give
the customers the best of service and the fastest solution, to do that Banglalink has
state-of-the-art call center that serves the customers 24 hours 7 days a week.

Biometric Registration: Banglalink provide biometric SIM registration to their

customer. So that customer feels secure.

2.14 Target Market

Organization that sells to consumer and business markets cannot appeal to all buyers
in those markets or at least not to all buyers in the same way. Buyers are too
numerous, too widely scattered, and too varied in their needs and buying practices. In
case of BANGLALINK, from teenager to any age group; from lower-middle class to
upperupper; from Teknuff to Tetulia regardless to race, religion, gender literacy level,
life style or personality any and every single person who is in need of a telephone line
backed with affordability spend the expense of possessing a mobile phone is their
target market. This indicates that in choosing market segment, segmental marketing is
appropriate for them. That means the company should recognize that buyers differ in
their needs, perceptions, and buying behavior.

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2.15 Promotional Tools of Banglalink:
Promotional activities are of different types. These are:
1. Advertising.
2. Personal selling.
3. Sales Promotion.
4. Sponsorship program.
5. Publicity & Public Relation.
6. Internet Marketing 6. Direct Marketing

In terms of Banglalink, they are now using advertising, sales promotion, sponsorship
program, public relation, internet marketing and direct marketing.

Advertisements in the national newspapers: It is the habit of our people to go

through some kind of newspapers or magazines and Banglalink’s eye catching
newspaper ads has attracted a lot of customers for the Company.

Advertisements through 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.

Advertisement through Electronics media: Banglalink published their

advertisement different channel as like- ntv, channel 1, Rtv, Bangla vision, ATN
Bangla, radio today 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.
Personal Selling: Personal presentation by the firm’s sales forces for the purpose of
making sales and building customer relationship. Banglalink uses personal selling in
different stages of marketing and distribution.

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Sales promotion: Sales promotion includes a wide way of tools that can attract
consumers attraction, strong incentive of purchase, free gifts, discount and several
types of occasional program.

Public Relation: Public relation is used to promote products, people, places, ideas,
activities, organizations and even nations. Public relation can also influence a product
sales or brand awareness. Banglalink arrange meeting always with the wholesalers
and retailer for maintaining a good relationship with them.

2.15.1 Other Promotional Activities:

 Banglalink continues to play an active role in the area of corporate social
responsibility like Blood Donation program, Blanket distribution Program, Scarf
Distribution etc.
 Provision of high quality passenger trolleys, rest room, 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.

2.16 SWOT Analysis

SWOT is an acronym for the internal strength and weakness of a firm and the
environmental Opportunity and Threat facing that firm. So, if we consider Banglalink
as a business firm and analyze its strength, weakness, opportunity and threat the
scenario will be as follows:

2.16.1 Strength:
 Strong customer relationship
 Create good image of company in customer mind
 Provide better service
 Flexible call rate
 Efficient performance and enthusiastic workforce
 Fastest network service

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  Strong network
 Skilled employees

2.16.2 Weaknesses:
 Lack of skills of some employee
 Weak network in rural area
 Lack of proper train on unskilled employees
 Scarcity of innovative product
 Absence of strong marketing activities

2.16.3 Opportunities:
 Distinct operating procedures
 Launching new products and services
 Experienced managers and customer care representative

2.16.4 Threats:
 Increasing competitive other telecom customer service in the market
 Similar products are offered by the other telecom company
 Industrial downward trend due to failed to gain customer from competitor
company
 Government rules and regulations

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 CHAPTER- 3
Literature Review

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3.1 Overview of Telecommunication Industry in Bangladesh

Historical Perspective
The telecommunications industry in Bangladesh has witnessed a remarkable
transformation over the past few decades. Historically, the sector was characterized
by limited infrastructure, low teledensity, and a state-owned monopoly. However,
significant reforms and investments since the early 1990s have led to a dramatic shift
in the landscape.

Market Liberalization and Deregulation

One of the key milestones in the industry's evolution was the liberalization and
deregulation of the telecommunications sector. This move allowed for the entry of
private operators and the breakup of the state-owned monopoly, leading to increased
competition and innovation.

Key Players
Several telecommunications companies operate in Bangladesh, with Banglalink,
Grameenphone, Robi Axiata, and Teletalk being among the major players. Each of
these companies has played a pivotal role in expanding access to telecommunications
services and improving connectivity across the country.

Mobile Penetration
Bangladesh boasts a rapidly growing mobile phone penetration rate, with a significant
portion of the population now owning mobile devices. The widespread availability of
affordable feature phones and smartphones has driven this growth, making mobile
communication a fundamental part of daily life for many Bangladeshis.

Technological Advancements
The industry's growth has been further facilitated by advancements in technology. The
introduction of 3G and 4G networks has enabled faster data speeds and access to a
wide range of digital services, including mobile internet, mobile banking, and e-
commerce.

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Challenges and Opportunities
Despite the industry's success, it faces several challenges, including regulatory issues,
infrastructure development, and spectrum allocation. Moreover, as a densely
populated country, Bangladesh offers unique opportunities for telecommunications
companies to expand their services and reach previously underserved areas.

Government Initiatives
The government of Bangladesh has recognized the critical role of telecommunications
in economic development and has undertaken various initiatives to support the
sector's growth. These include policies to promote digital inclusion, improve
infrastructure, and ensure fair competition.

Digital Bangladesh Vision

Under the "Digital Bangladesh" vision, the government aims to leverage technology
and telecommunications to enhance public services, improve governance, and boost
economic growth. This vision underscores the importance of the telecommunications
industry as a key driver of the country's development.

In summary, the telecommunications industry in Bangladesh has come a long way

from its early days of limited access and state control. The sector's liberalization,
coupled with technological advancements and government support, has led to
increased connectivity and digital empowerment for the people of Bangladesh. This
industry overview sets the stage for a deeper examination of Banglalink's marketing
promotional strategies within this dynamic context.

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3.2 Promotional Strategies in Telecom Sector
The telecommunications industry is fiercely competitive, and successful promotional
strategies are essential for telecom companies to acquire and retain customers. In the
context of the telecom sector, promotional strategies encompass a wide range of
marketing and advertising approaches tailored to attract and engage consumers. Here
is a comprehensive overview of common promotional strategies in the telecom sector:

1. Advertising and Branding

Television Commercials: Television advertising remains a popular medium for
telecom companies to showcase their network coverage, service features, and special
promotions to a broad audience.

Radio Advertising: Radio ads are used to reach local and regional audiences, often
promoting specific offers or highlighting network reliability.

Print Advertising: Print media, including newspapers and magazines, are still
employed for targeted advertising, especially for promoting specific deals and
services.

Online Advertising: Telecom companies utilize digital advertising channels, including

display ads, search engine marketing (SEM), and social media advertising, to reach
potential customers online.

2. Sales Promotions
Discounts and Bundles: Telecom operators frequently offer discounts on mobile
plans, device purchases, or bundle services like mobile, broadband, and television to
incentivize customers.

Limited-Time Offers: Time-limited promotions, such as "buy one, get one free" or
"double data for a month," create a sense of urgency among consumers.

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Referral Programs: Some companies encourage customers to refer friends and family
with incentives like bill credits or discounts on future services.

3. Public Relations (PR) and Corporate Social Responsibility (CSR)

CSR Initiatives: Telecom companies engage in CSR activities like supporting
education, healthcare, and environmental causes to enhance their public image and
demonstrate social responsibility.

Crisis Management: PR teams handle crisis situations, such as network outages or

customer service issues, to maintain customer trust and mitigate reputational damage.

4. Digital Marketing and Social Media

Social Media Campaigns: Telecom companies leverage platforms like Facebook,
Twitter, Instagram, and LinkedIn to engage with customers, share updates, and
address queries.

Email Marketing: Email campaigns are used for customer communication, service
updates, and delivering personalized offers.

Content Marketing: Telecom operators create informative content such as blogs,

videos, infographics, and podcasts to position themselves as industry experts and
provide value to customers.

5. Data Analytics and Customer Segmentation

Customer Profiling: Data analytics help telecom operators segment customers based
on behavior, preferences, usage patterns, and demographics.

Personalized Offers: Tailored promotions and offers are designed for specific
customer segments to enhance relevancy and engagement.

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6. Mobile Apps and Self-Service Portals
Mobile Apps: Telecom companies offer mobile apps that empower customers to
manage their accounts, monitor usage, and access customer support conveniently
from their smartphones.

Self-Service Portals: Online portals enable customers to troubleshoot issues, pay bills,
customize services, and make changes without the need for direct customer support.

7. Influencer Marketing
Collaborations: Telecom operators partner with social media influencers, celebrities,
or industry experts to promote their services, especially during product launches and
major campaigns.
8. Customer Engagement Programs

Feedback and Surveys: Telecom companies collect customer feedback through

surveys and feedback mechanisms to improve their services and offerings.

Customer Support and Community Forums: Providing responsive customer support

and hosting online forums for customers to share experiences, seek advice, and
resolve issues foster engagement and loyalty.

These promotional strategies are integral to the telecom industry's efforts to

differentiate themselves, connect with consumers, and adapt to evolving market
dynamics. Understanding how Banglalink utilizes these strategies is crucial for
evaluating the company's marketing efforts and effectiveness in the competitive
telecommunications landscape.

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3.3 Role of Promotional Strategies in Competitive
Advantage
In the telecommunications industry, promotional strategies play a crucial role in
shaping a company's competitive advantage. Competitive advantage refers to the
unique strengths and advantages that a company has over its rivals in the market.
Here's a comprehensive look at how promotional strategies contribute to gaining a
competitive edge in the telecom sector:

1. Brand Visibility and Recognition

Building Brand Equity: Effective promotional strategies help telecom companies
build brand recognition and equity. Consistent advertising and branding efforts make
a company's name and logo instantly recognizable to consumers.

Top-of-Mind Awareness: Frequent exposure through promotional campaigns ensures

that a company's brand remains top-of-mind for consumers when they consider their
telecommunications options.

2. Customer Acquisition
Attracting New Customers: Promotions, such as discounts, special offers, and bundled
services, entice new customers to switch to a telecom provider. These strategies can
lead to a larger customer base.

Market Expansion: Promotional strategies can enable telecom companies to enter new
markets or regions successfully by offering compelling incentives to potential
customers.

3. Customer Retention
Enhancing Loyalty: Promotions designed for existing customers, such as loyalty
programs, discounts on upgrades, or personalized offers, encourage them to stay with
the company, reducing churn.

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Preventing Competitive Attrition: Competitive promotional strategies can deter
customers from switching to rival telecom providers who may offer similar services.

4. Differentiation
Highlighting Unique Selling Proposition (USP): Promotional efforts allow companies
to emphasize their unique features or service offerings that set them apart from
competitors. This helps create a distinct brand identity.

Innovation Showcase: Telecom companies can use promotions to showcase their

latest technologies, network advancements, and innovative services, positioning
themselves as industry leaders.

5. Customer Experience Enhancement

Service Quality: Promotional campaigns can focus on the quality of customer service,
reliability of the network, and ease of communication, reinforcing the perception of
superior service.

Value Addition: Telecom operators can promote value-added services, such as

exclusive content partnerships, faster data speeds, or enhanced customer support, to
enhance the overall customer experience.

6. Market Share Growth

Market Penetration: Aggressive promotional strategies can lead to increased market
share by capturing a larger portion of the telecom customer base.

Market Leadership: Successful promotions can help a telecom company become a

market leader in terms of subscribers, revenue, or service quality.

7. Responsiveness to Market Dynamics

Adaptation to Changing Customer Needs: Promotional strategies allow telecom
companies to quickly adapt to changing customer preferences, technological
advancements, and market conditions.

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Competitive Response: Telecom operators can respond swiftly to competitive moves
by launching counter-promotions, defending their market position, and retaining
customers.

8. Cost Efficiency
Economies of Scale: Effective promotional strategies, when executed at scale, can
lead to cost efficiencies in customer acquisition and retention, improving the
company's bottom line.

Maximizing ROI: Telecom companies carefully evaluate the return on investment

(ROI) of their promotional campaigns to ensure that they allocate resources
effectively.

In conclusion, promotional strategies are integral to establishing and maintaining a

competitive advantage in the telecommunications industry. They contribute to brand
recognition, customer acquisition and retention, differentiation, enhanced customer
experiences, market share growth, adaptability, and cost efficiency. Analyzing how
Banglalink utilizes these strategies will provide valuable insights into the company's
competitive positioning and marketing effectiveness within the telecom sector.

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3.4 Previous Studies on Banglalink's Marketing Promotions

Before delving into an in-depth analysis of Banglalink's marketing promotional

strategies, it is essential to review the existing body of knowledge on this subject.
Previous studies and research provide valuable insights, benchmarks, and context for
understanding Banglalink's marketing efforts. This section highlights relevant studies,
research papers, and publications related to Banglalink's marketing promotions.

1. Academic Studies and Research

[Citation 1]: Provide a brief summary of the first academic study related to
Banglalink's marketing promotions. Include the objectives, methodologies, key
findings, and any implications for Banglalink's promotional strategies.

[Citation 2]: Summarize the second academic study's main points, focusing on how it
contributes to the understanding of Banglalink's promotional strategies.

[Citation 3]: Discuss the third academic study, emphasizing its relevance to
Banglalink's marketing promotions and its findings.

2. Industry Reports and Analyses

[Report 1]: Outline the key insights and recommendations from a relevant industry
report or analysis that has assessed Banglalink's promotional strategies.

[Report 2]: Summarize the findings and insights from another industry report or
analysis that sheds light on Banglalink's marketing promotions.

3. Customer Surveys and Feedback

[Survey 1]: Provide an overview of any customer surveys or feedback analysis related
to Banglalink's promotional strategies, highlighting key findings and customer
perceptions.

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[Survey 2]: Summarize the results of another survey or feedback analysis, focusing on
its implications for Banglalink's marketing efforts.

4. Comparative Studies

[Comparative Study 1]: Discuss any comparative studies that have benchmarked
Banglalink's promotional strategies against those of other telecom operators, both
within Bangladesh and in similar markets.

[Comparative Study 2]: Highlight findings from another comparative study that
provides insights into how Banglalink's promotions stack up against industry peers.

5. Case Studies

[Case Study 1]: Present the main takeaways from case studies that have explored
specific marketing campaigns or strategies employed by Banglalink.

[Case Study 2]: Summarize findings from additional case studies, if available, that
showcase the effectiveness or challenges of Banglalink's promotional efforts.

The review of previous studies on Banglalink's marketing promotions serves as a

foundation for this report, providing insights from academic research, industry
reports, customer feedback, comparative analyses, and case studies. These studies
offer a valuable backdrop for the in-depth examination of Banglalink's promotional
strategies in the subsequent sections, helping to identify trends, challenges, and
opportunities in the company's marketing efforts.

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 CHAPTER 4
Findings and Analysis

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4.1 Introduction
After completing the project report survey, I started the data preparation for the
project. As soon as I received the questionnaires from the field I kept all the
information in Microsoft Excel program. Since, this is a descriptive research and the
data analysis should be done quantitatively. For this reason, I used MS Excel
software. This information is analyzed collectively rather than individually. Here, no
statistical tools have been used.

4.2 Statements Analysis

The statements are analyzed by summing up total scores of each statement of 44
respondents. Then I calculate the arithmetic mean of each statement to figure out the
central limit tendency and also compute the standard deviation to get the dispersion of
the values.

A model questionnaire has been developed to elicit essential data. The Questionnaire
is structured in nature and is based on Likert Scale method.

Population: All Customers of Banglalink (Students) and some selective samples.

Sampling technique: Random sampling technique was used to select specific
customers.

Sample Size: Total 44 customers

Survey area: Dhaka City

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4.3 Data Analysis
Question 1: Our advertisements are easy to understand
Table-4.1: Advertisements are understandable

Scale No. of respondents

Strongly Disagree 5
Disagree 3
Neutral 7
Agree 10
Strongly Agree 19

Sources: Field survey

Figure 4.1: Advertisements are understandable

Depending on the customer’s participation on my question wither our advertisements

are easy to understand or not. 5 respondents are highly disagreeing on this statement 3
are disagree, 7 shows neutral opinion and 10 customers are agreeing others 19
respondents are highly agreeing on this statement.

Comment: So it is clear to us that our advertisement is easy to understand for the

customers.

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Question 2: Our advertising quality is good
Table-4.2: Advertising quality is good

Scale No. of respondents

Strongly Disagree 6
Disagree 4
Neutral 7
Agree 10
Strongly Agree 17

Sources: Field survey

Figure 4.2: Advertising quality is good

Depending on the customer’s participation on my question wither our advertising

quality is good or not. 6 respondents are highly disagree on this statement 4 are
disagree, 7 shows neutral opinion and 10 customers are agree others 17 respondents
are highly agree on this statement.

Comment: So it is clear to us that our advertising quality is good for the customers.

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Question 3: Our advertising is standard
Table-4.3: Advertising is standard
Scale No. of respondents
Strongly Disagree 5
Disagree 5
Neutral 10
Agree 10
Strongly Agree 14

Sources: Field survey

Figure 4.3: Advertising is standard

Depending on the customer’s participation on my question wither our advertising is

standard or not. 5 respondents are highly disagree on this statement 5 are disagree, 10
shows neutral opinion and 10 customers are agree others 14 respondents are highly
agree on this statement.

Comment: So it is clear to us that our advertising is standard for the customers.

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Question 4: Our advertising maintains Bangladesh social and
cultural values
Table-4.4: Advertising maintains social and cultural values.
Scale No. of respondents
Strongly Disagree 8
Disagree 4
Neutral 8
Agree 9
Strongly Agree 15

Sources: Field survey

Figure 4.4: Advertising maintains social and cultural values

Depending on the customer’s participation on my question wither our advertising

maintains Bangladesh social and cultural values or not. 8 respondents are highly
disagree on this statement 4 are disagree, 8 shows neutral opinion and 9 customers are
agree others 15 respondents are highly agree on this statement.

Comment: So it is clear to us that our advertising maintains Bangladesh social and

cultural values.

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Question 5: Our publicity system is appropriate
Table-4.5: publicity system is appropriate.
Scale No. of respondents
Strongly Disagree 5
Disagree 5
Neutral 8
Agree 7
Strongly Agree 19

Sources: Field survey

Figure 4.5: publicity system is appropriate

Depending on the customer’s participation on my question wither our publicity

system is appropriate or not. 5 respondents are highly disagree on this statement 5 are
disagree, 8 shows neutral opinion and 7 customers are agree others 19 respondents are
highly agree on this statement.

Comment: So it is clear to us that our publicity system is appropriate.

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Question 6: Aggressive publicity is helpful for you
Table-4.6: Aggressive Publicity is helpful
Scale No. of respondents
Strongly Disagree 6
Disagree 4
Neutral 7
Agree 10
Strongly Agree 17

Sources: Field survey

Figure 4.6: Aggressive publicity is helpful

Depending on the customer’s participation on my question wither aggressive publicity

is helpful for you or not. 6 respondents are highly disagree on this statement 4 are
disagree, 7 shows neutral opinion and 10 customers are agree others 17 respondents
are highly agree on this statement.

Comment: So it is clear to us that aggressive publicity is helpful for you.

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Question 7: You are Happy with our online promotional activities
system:
Table-4.7: Happy with our online promotional activities

Scale No. of respondents

Strongly Disagree 4
Disagree 8
Neutral 6
Agree 12
Strongly Agree 14

Sources: Field survey

Figure 4.7: Happy with our online promotional activities

Depending on the customer’s participation on my question wither you are Happy with
our online promotional activities system or not. 4 respondents are highly disagree on
this statement 8 are disagree, 6 shows neutral opinion and 12 customers are agree
others 14 respondents are highly agree on this statement.

Comment: So it is clear to us that you are Happy with our online promotional
activities system.

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Question 8: Promotional activities by SMS are helpful for you:
Table-4.8: Promotional activities by SMS are helpful
Scale No. of respondents
Strongly Disagree 4
Disagree 8
Neutral 6
Agreed 12
Strongly Agree 14

Sources: Field survey

Figure 4.8: Promotional activities by SMS are helpful

Depending on the customer’s participation on my question wither Promotional

activities by SMS are helpful for you or not. 4 respondents are highly disagree on this
statement 8 are disagree, 6 shows neutral opinion and 12 customers are agree others
14 respondents are highly agree on this statement.

Comment: So it is clear to us that Promotional activities by SMS are helpful for you.

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Question 9 : You are Happy with our e-portal services:
Table-4.9: Happy with our e-portal services
Scale No. of respondents
Strongly Disagree 6
Disagree 9
Neutral 6
Agree 8
Strongly Agree 15

Sources: Field survey

Figure 4.9: Happy with our e-portal services

Depending on the customer’s participation on my question wither you are Happy with
our e-portal services or not. 6 respondents are highly disagree on this statement 9 are
disagree, 6 shows neutral opinion and 8 customers are agree others 15 respondents are
highly agree on this statement.

Comment: So it is clear to us that you are Happy with our e-portal services.

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10 : Banglalink internet service is standard:
Table-4.10: Internet/Data service is standard

Scale No. of respondents

Strongly Disagree 13
Disagree 7
Neutral 5
Agree 9
Strongly Agree 10

Sources: Field survey

Figure-4.10: Internet/Data service is standard

Depending on the customer’s participation on my question wither Babglalink internet

service is standard or not. 13 respondents are highly disagree on this statement 7 are
disagree, 5 shows neutral opinion and 9 customers are agree others 10 respondents are
highly agree on this statement.

Comments: So it is clear to us that Banglalink internet service is not standard.

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Question 11: You are Satisfied with our door to door promotion
Table-4.11: Satisfied with our door to door promotion

Scale No. of respondents

Strongly Disagree 6
Disagree 9
Neutral 4
Agree 10
Strongly Agree 15

Sources: Field survey

Figure -4.11: Satisfied with our door to door promotion

Depending on the customer’s participation on my question wither you are Satisfied

with our door to door promotion or not. 6 respondents are highly disagree on this
statement 9 are disagree, 4 shows neutral opinion and 10 customers are agree others
15 respondents are highly agree on this statement.

Comment: So it is clear to us that customers are satisfied with our door to door
promotion.

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Question 12: Customer care department of Banglalink Company is
sincere to respond quickly:

Table-4.12: Customer care department is sincere to respond quickly

Scale No. of respondents

Strongly Disagree 6
Disagree 16
Neutral 5
Agree 9
Strongly Agree 8

Sources: Field survey

Figure-4.12: Customer care department is sincere to respond quickly

Depending on the customer’s participation on my question wither Customer
department of Banglalink Company is sincere to respond quickly or not. 6
respondents are highly disagree on this statement 16 are disagree, 5 shows neutral
opinion and 9 customers are agree others 8 respondents are highly agree on this
statement.

Comment: So it is clear to us that Customer department of Banglalink Company is

not sincere to respond quickly.

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Question 13: You are satisfied with our customer care center service:
Table-4.13: Satisfied with our customer care center service

Scale No. of respondents

Strongly Disagree 7
Disagree 15
Neutral 9
Agree 4
Strongly Agree 9

Sources: Field survey

Figure-4.13: Satisfied with our customer care center service

Depending on the customer’s participation on my question wither you are satisfied

with our customer care center service or not. 7 respondents are highly disagree on this
statement 15 are disagree, 9 shows neutral opinion and 4 customers are agree others 9
respondents are highly agree on this statement.

Comment: So it is clear to us that customers are not satisfied with our customer care
center service.

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Question 14 : Banglalink properly notify by SMS to their customer
regarding different promotion.
Table-4.19: Notify by SMS to their customer regarding different promotion.
Scale No. of respondents
Strongly Disagree 10
Disagree 5
Neutral 5
Agree 10
Strongly Agree 14

Sources: Field survey

Figure-4.14 Notify by SMS to their customer regarding different promotion

Depending on the customer’s participation on my question wither Banglalink properly

notify by SMS to their customer regarding different promotion or not. 10 respondents
are highly disagree on this statement 5 are disagree, 5 shows neutral opinion and 10
customers are agree others 14 respondents are highly agree on this statement.

Comment: So it is clear to us that Banglalink properly notify by SMS to their

customer regarding different promotion

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Question 15 : Banglalink is able to help their customer

Table-4.15 Able to help their customer

Scale No. of respondents
Strongly Disagree 8
Disagree 8
Neutral 4
Agree 10
Strongly Agree 14

Sources: Field survey

Figure-4.15 Able to help their customer

Depending on the customer’s participation on my question wither Banglalink is able

to help their customer or not. 8 respondents are highly disagree on this statement 8 are
disagree, 4 shows neutral opinion and 10 customers are agree others 14 respondents
are highly agree on this statement.

Comment: So it is clear to us that Banglalink is able to help their customer.

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Question 16 : Our network is strong enough to maintain voice and
data quality
Table-4.16 Our network is strong enough to maintain voice and data quality
Scale No of respondents
Strongly Disagree 13
Disagree 8
Neutral 5
Agreed 7
Strongly Agree 11

Sources: Field survey

Figure-4.16: Our network is strong enough to maintain voice and data quality

Depending on the customer’s participation on my question wither our network is

strong or not. 13 respondents are highly disagree on this statement 8 are disagree, 5
shows neutral opinion and 7 customers are agree others 11 respondents are highly
agree on this statement.

Comment: So it is clear to us that our network is not so strong to maintain voice and
data quality.

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4.4 Findings
1. Maximum respondents think that Banglalink advertisement is easy to understand
as its influence consumer´s taste and perception.

2. Most of the respondents think that Banglalink advertising quality is good and
effective also to spread the product or service information quickly to a large
audience
3. Maximum respondents think that Banglalink advertising is standard, much clear
and meaningful so, advertiser can present their product with proof in front of
consumer.

4. Maximum respondents think that our advertising maintains Bangladesh social and
cultural values.

5. Almost every customer think that publicity system is appropriate because

publicity is highly credible for its news value and the frequency of exposure of
product or service.

6. Maximum respondents strongly agree that aggressive publicity is helpful and

important for raising awareness, informing and educating, gaining understanding,
building trust, giving consumers a reason to buy, and motivation consumer
acceptance.

7. Most of respondents think that they are happy with Banglalink online promotional
activities system.

8. Maximum respondents think that Promotional activities by SMS are helpful for
you.

9. Most of respondents think that they are Happy with Banglalink e-portal services.

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10. Many of respondents think that Banglalink internet service is not standard. For
example; when we use Banglalink internet then we find that internet connection is
slow or disconnected suddenly.

11.Maximum respondents think that customers are satisfied with our door to door
promotion i.e. home delivery process is a very easy way to buy a sim and other
facilities.

12.Many respondents think that Customer department of Banglalink Company is not

sincere to respond quickly.

13.Many respondents think that customers are not satisfied with our customer care
center service.

14.Maximum respondents think that Banglalink properly notify by SMS to their

customer regarding different promotion.

15.Most of respondents think that Banglalink is able to help their customer by

providing various kind of value added service (VAS).

16.Many of respondents think that Banglalink network is not so strong for maintain
voice and data quality.

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 CHAPTER- 5
Recommendation and Conclusion

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5.1 Recommendation
The recommendation part of the project is prepared based on the research findings. By
following those recommendations, Banglalink can decrease the dissatisfactions of the
customers and thus earn a sustainable, distinct competitive advantage to achieve more
market share.

To improve internet and voice quality, Banglalink must upgrade the network coverage
both 3G and 4G as early as possible to reduce dissatisfaction regarding network
quality and coverage problem.

Banglalink customer care center attendant need to respond quickly to do so we have

to arrange skill development training for them. The employees should promptly
response customers’ phone with courtesy with concern. Customer Care Associates
should provide obvious concept along with very attractive and friendly speech.
To make a positive impact of Customer Care Service on the overall performance of
Banglalink and to improve the service quality I would like to suggest the following
points to be taken into active consideration:
A huge number of customer of Banglalink are not extremely pleased with the support.
So, the power of Banglalink should give focus on modernization of customer support.
For example, Banglalink can start online customer care service through live chat.

Most of the customer are concerned about the network system, frequent promotions
and reward. So, to keep customers trust, these services must be enhanced.
It should start more customer support screen to upgrade the information about them
service.
The division should be always prepared to discover best alternatives for customers which
surpass their objectives.
The customer support workers can say sorry individually when the customers are not pleased
with their service, regardless of any mistake.

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5.2 Conclusion
Banglalink is one of the leading telecom service providing company where customer
satisfaction is the in main goal and marketing tool. Today’s customers in the telecom
industry, where lots of offers are available, are harder to satisfy. They are smarter,
more price conscious, more demanding, less forgiving and they are approached by
many more companies with equal or better offers. The challenge is not only to
produce satisfied customers but also to produce loyal and delighted customer. This is
competitive and customer driven market. It is high time for Banglalink to satisfy and
retain its existing customers. As the mobile connection price, call charge, even the
price of the handset has been reduced due to technological advancement people of all
income level are started using cell phone. Nowadays, most of the students and the low
income people are deeply relying on Banglalink because of the cheap cost. Hence, it
has become inevitable for Banglalink to expand the network coverage soon for a
sustainable future.

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 Bibliography
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behavior: affect in the workplace. Annual Review of Psychology, 53, 279-307,
p. 282
 Cranny, Smith & Stone, 1992 cited in Weiss, H. M. (2002). Deconstructing
job satisfaction: separating evaluations, beliefs and affective experiences.
Human Resource Management Review, 12, 173-194, p.174
 Brief, 1998 cited in Weiss, H. M. (2002). Deconstructing job satisfaction:
separating evaluations, beliefs and affective experiences. Human Resource
Management Review, 12, 173-194, p. 174
 Weiss, H. M. (2002). Deconstructing job satisfaction: separating evaluations,
beliefs and affective experiences. Human Resource Management Review, 12,
173-194
 J. R. Hickman, G. R. Oldham (1976). "Motivation through design of work".
Organizational behavior and human performance 16: 250–279.
doi:10.1016/0030-5073(76)90016-7.
 Hickman, J. R., & Oldham, G. R. (1976). Motivation through the design of
work: Test of a theory. Organizational Behavior and Human Performance, 16,
250-279.
 Fried, Y., & Ferris, G. R. (1987). The validity of the Job Characteristics
Model: A review and meta-analysis. Personnel Psychology, 40(2), 287-322.

Website:

http://www.banglalink.com.bd/en/
http://www.banglalink.com.bd/en/about-us/about-banglalink/
http://www.banglalink.com.bd/en/about-us/network/
http://www.banglalink.com.bd/en/packages/pre-paid/pre-paid-packages/

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