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Changing Youth Segments' Perception of Grameenphone Services

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

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Changing Youth Segments' Perception of Grameenphone Services

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  1. CHANGING YOUTH SEGMENT’S PERCEPTION OF GRAMEENPHONE SERVICES GRAMEENPH0NE

  2. METHODOLOGY

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

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

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

  6. GRAMEENPHONE

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

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

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

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

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

  12. OVERVIEW ON GRAMEENPHONE PROMOTIONAL ACTIVITIES 12

  13. TELECOM INDUSTRY

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

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

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

  17. RESEARCH FINDINGS

  18. RESEARCH FINDINGS IMPORTANCE OF FACTORS 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Importance of call rate 4.06 Importance of network coverage 4.19 Importance of customer care 2.92 Importance of internet packages 3.44 Importan ce of brand loyalty 3 Importance of F&F 3.26 Importance of factors CHART: Importance of factors in choosing mobile operators 18

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

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

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

  22. RESEARCH FINDINGS SERIES 1 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Effectiveness of more F&F and night time 3.91 Effectiveness of sponsoring more youth events 3.22 Effectiveness of introducing institute based package 3.58 Effectiveness of youth centric videos 2.84 Series 1 CHART: RESPONSES REGARDING STRATEGIES 22

  23. STRATEGIES

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

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

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

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

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

  29. THANK YOU

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