Welcome

Team Unbeaten

Md. Meheraz Hossain

Rischatara Reaaz Shakib Hossen
Tanvir
20Mkt010 20Mkt018
20Mkt024

Nayim Uddin Khan Rakibul Islam Imran Hossain

20Mkt027 20Mkt031 20Mkt044
 Grameenphone
Grameenphone has built the largest cellular network
in the country. Presently, nearly 99 percent of the
country's population is within the coverage area of
the Grameenphone network. Grameenphone has
always been a pioneer in introducing new products
and services in the local market. GP was the first
company to introduce GSM technology in Bangladesh
when it launched its services in March 1997.
Grameenphone
The company was incorporated on 10 October 1996
as a private limited company and converted to a public
limited company on 25 June 2007. The company
became stock listed and started its trading at Dhaka
and Chittagong Stock Exchanges from 16 November
2009. The shareholding structure comprises of mainly
two sponsor Shareholders namely Telenor Mobile
Communications AS (55.80%) and Grameen Telecom
(34.20%). The rest 10.00% shareholding includes
General public & other Institutions.
 Products

GP 4G Sim Card
GP 4G E-Sim GP 4G Modem

GP 4G Pocket Router
GP Smart Tracker
 Services

Vehicle Welcome
Tracking Tune

GPAY
Bioscope
MyGP App

Balance
Islamic Transfer
Roaming Service
Service
 SWOT
Analysis
 Strengths
Wide and strong network coverage: Support of the sponsor companies:
Grameenphone has a very wide network Telenor, the largest telecommunication service
infrastructure in Bangladesh that covers 99.6% of provider of Norway and Grameen Telecom are the
the total population. Its powerful network signal two sponsor companies of GP. Telenor has a
reaches the remotest areas of the country. Thus, presence in 12 countries for almost so many years
the operator has grabbed the maximum number of and its expertise in the global market and
subscribers in the market. humungous financial support are the biggest
strengths of Grameenphone.

Diversified product portfolio: Brand value:

Along with the basic functions GP has extended its Through its innovative marketing campaigns and
business to multiple sectors. It has a fully operated superior service GP has created a customer-centric
OTT platform, FinTech service, B2B products and brand over the years. Consumers believe that
services, device selling etc. the company brings paying more for its services really worth it. It has
new products or services and uses its strong been made possible because of the brand image
distribution network to penetrate the market. This and positioning GP has created in consumers’
diversified business principle gives more strengths mindsets. .
to the company for the distant future.
 Weaknesses
Lacks differentiation: Premium pricing strategy:
The service quality of the mobile network The services and products of GP are a bit costlier
operators is almost homogenous both in terms of than the other operators of the market. Even
internet speed and the strength of network signal. though it provides more convenient and superior
Although GP innovates new products and services, services, a big chunk of the market goes after the
the core business lacks differentiation. This is also
more affordable options.
the reason why the company needs to spend a
huge amount on its marketing activities

Dependent on Risky sub-marine cable

Not following all rules and regulations: network system:
Despite being the largest player in the market, GP often The submarine cable network system used by
does not follow all the regulations of the government Bangladeshi network operators is not up to the
and BTRC. Disputes between NBR and GP were often mark. Very often these cables get cut off for
raised as it did not pay all the VATs and Taxes on time. different uncertain reasons. This disruption makes
Later, BTRC legally enforced the company to pay the the internet slower. This less-developed system
due tax in order to continue its operations. Such cases causes huge losses for GP, in other words, it
hampered the goodwill of the company. cripples the whole industry at that time.
 Opportunities
Rapid digital transformation:
People’s dependency on mobile phones has Post-pandemic consumer
increased in recent years. At the end of 2020, there behavior:
were 17.01 crore active mobile subscribers in The covid-19 pandemic also forced some
Bangladesh which is more than the total revolutionary changes in the technological field.
population. All the daily activities and business People have grown a habit of consuming more
operations, public sector activities are going online. internet and spending more on online
This rapid transformation will boost up entertainment, education, shopping, etc. this new
Grameenphone’s growth, and the overall industry. consumer behavior has brought huge potential for
GP’s Bioscope, GPAY, and GP Music.
Growing purchasing power of
consumers:
The income is increasing, so is people are spending for
a better lifestyle. It is expected that the GDP per capita
will be US$3,253 in 2026 in Bangladesh. Rapid
urbanization, employment opportunities overseas,
online-based jobs will increase both the purchasing
power and internet consumption rate. GP needs to
leverage this for future growth.
 Threats
Cheaper and more convenient alternatives: Over-control by the government:
Bangladesh ranked 133rd out of 138 countries in a mobile The government of Bangladesh often interferes in the
internet speed test. Also, the network signal is not operations of Telecom operators as a mass
powerful rather costly. These factors make people use controlling measure. Whenever any political issues
broadband data, IP calling app, IP messaging app as come up, the government enforces the operators to
alternatives. If GP fails to stand out in the market, stop providing services for days. Such practice
these alternatives will prevail over the company. causes huge losses for companies like GP.

Less penetration in public sector services: High Taxation and adverse regulations:
Grameenphone does not get the opportunity to cater the The government imposed a 45% corporate income tax
public sector related services as those are only on telecommunication companies. This rate is 40% for
assigned to state-owned operator Teletalk. In other industries. Besides, BDT100 for every SIM and
education, health, immigration, any type of registration
5.5% of the revenue must be paid by the companies
only Teletalk can be used, which creates a monopoly till 2030. These regulations reduce the margin and
in the public sector and is a threat for private hamper the growth of mobile network operators
companies. including GP.
Marketing
Strategy
 Global Level
Strategy:
Telenor adopted individual brand names in different
countries. For example, Grameenphone Ltd. also
known as GP in Bangladesh, Uninor in India,
Telenor in Pakistan, Norway and Hungary, DiGi in
Malayasia, Dtac in Thailand etc.
 Business Level
Strategy:
Different airtime package for different target
market which includes Nishchinto package
(flat rate to all operator), Bondhu package
(more importance on friends and family
numbers), djuice package which was
introduced specially for the youth of
Bangladesh. Prime package for postpaid
users.
Corporate Level
Strategy:
GP follows product concept and offers an
elegant and customized package named
‘Business Solution’ for the high-end corporate
users.
 Promotional
Strategy:
Grameenphone place their ads in every possible media from TV to radio, from print
media to Internet, from the body of the buses to billboards. Grameenphone maintain
the strongest promotional strategy among the telecom companies of our country.
Some promotional strategies that Grameenphone use are:

 Advertising:  Sales  Public Relation:  Advertising:  Direct

 Newspaper Promotion:  Publications  Inside Sales Marketing
 Television  Price packs  Events Force
 Radio  Cash Back  News
 Magazines Offers  Sponsorships
 Newsletter  Premium  Public
 Internet
Digital Marketing
Strategy:
Grameenphone has a strong presence on Facebook,
Instagram, YouTube, and Twitter.Grameenphone actively
creates and shares engaging content on these platforms,
including short videos, infographics, and behind-the-
scenes glimpses. Grameenphone also partners with
popular social media influencers to promote its products
and services.Grameenphone runs regular social media
campaigns with contests, giveaways, and polls to
encourage user engagement.
Upselling Strategy:
Grameenphone also uses upselling
techniques to increase its revenue and build
customer loyalty. The company offers various
promotions and deals to encourage customers
to upgrade their plans or purchase additional
products or services.
 Suggestion:
Grameenphone like other telecom companies has already engages with all kinds of
marketing tools. But Grameenphone should improve their promotional strategies in
the long run. Here are some suggested strategies for Grameenphone:

 More investment on digital marketing.

 Grameenphone should also look up the matter to improve their pay grade because this will
only improve the growth of GP itself in the long run.
 Promotions are very important in terms of service like GP modem and pocket router.
 The brand value is not always works in terms of effect on the purchasing pattern of the
consumers.
 Not only ads but also whole promotional mix is important for attract the consumers.
 Promotions should deliver the consumer needs to satisfy the consumers
 Besides the promotion, the company should also be consider the quality and price of the
service to satisfy the consumers.
 The company should give more ads in TV as it is most popular media for our country people.
THANKS