Shakil ahmed [crm,product management] internship report

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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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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
Taufiq
Campaign
Name
Upselling SMS MV
Master
Segment
Mid Value
(MV)
End Date
Offers
1 2 3 4 5 6 7 8
oN nET sms [5];
Send 5 SMS (any
net) in next
3days [-]; 7 days
validity
Contr
ol
Group
Channel
SMS 0 0 00 0 0 0
Segments
A [1800000] 1006TE06B2 - - - - - - -
Prepaid
Consumer; ARPU
:330-500; #SMS
:>/=4;
1,750,000 - - - - - - - 10,00
0
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 Grameenpho
ne
Commercial
Division
Communicati
on 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 management
campaing 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.

32
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.

33
Chapter -V
Recommendation & Conclusion

34
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.

35
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.

36
 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 .

37
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 .

38
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

39
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

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