Internship report on promotional activities of banglalink 26 jun-19

To evaluation the promotional activities of Banglalink
Digital Communication Limited from the reflection
light of customers’ perceptions.
PREPARED BY:
MOSTOFA TARIQUL ANAM
Roll No. 1810085525
Batch No. 10th
Program: EMBA
Session:2017-18
Institute of Business Administration (IBA)
University of Rajshahi (RU)
SUPERVISED BY:
Prof. Dr. A.K. Shamsuddoha
Director
Institute of Business Administration (IBA)
Internship report submitted in partial fulfillment of the requirement
for the degree of Executive MBA program Institute of Business
Administration, University of Rajshahi.
Date of Submission: 26th
June,2019

Page | i
Abstract
Promotions are very essential elements of marketing activities. All over the world, the
large multinational corporations to medium and even small firms recognize that there is
no best alternative than promotion to communicate with consumers and motivate them
to purchase their products or services. The purpose of the study is to determine the
impact of promotional activities of Banglalink Digital communication limited.
Promotion is a comprehensive term, and covers the entire range of advertising,
publicity, public relations, personal selling and sales promotion. In the present
competitive world if any business organization has to survive it needs to keep an eye on
various forces operating in the market. More over competitors constantly try to win
over others. In this scenario, every business organization needs to monitor the changes
taking place in the market so that they are not caught by competitors. The study
evaluate the promotional activities of Banglalink Digital communication limited from
the reflection light of customers’ perceptions. To do this Five-Point Likert Scale has
been used to survey customers. The study actually reveals the state of promotional
activities level and the customer perception on this perspective and whether the
promotional activities, its standard and customer perceptions are able to increase
market share in the industry. The study also focused to the extent that whether these
promotional activities level and the defined customer perception can create positive
impact on customer’s mind and be able to create positive contribution on the building
of brand image of the company. As sample, University students and some selective
samples have been surveyed since they represent whole Bangladesh as customers. The
main purpose of the study is to evaluate the promotional strategies of Banglalink and its
perceived value of the promotional activities implemented by the companies. The study
found that different promotional activities and its quality dimensions bound customers
to perceive promotional value differently and its promotional strategies are moderate
though it is leading telecommunication in the country. So the company should analyze
the customer expectations first and then it should make a diagram so that the company
can give the best promotional values to the customers.

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ACKNOWLEDGEMENT
At first, I remember and offer my heart–felt thanks to the almighty Allah. I
acknowledge a sincere appreciation to Prof. Dr. A.K. Shamsuddoha, Director,
Institute of Business Administration (IBA), University of Rajshahi (RU). His direct
inspiration, valuable suggestion and cordial co-operation helped me very much in
preparing my internship report. I will always remember his contribution specially.
My special thanks to Md Rejaul Karim, Regional Operation Senior, Manager,
Banglalink Digital Communication Limited, for his superior assistance to arrange
various data to make my report.
I also like to express thank to Mr. Arshad (Customer Care Officer, Banglalink,
Rajshahi, ) who have helped to collect all questionaries’ information. I also express my
cordial like to thank all employees of Banglalink, whom I have found very much
cordial and cooperative in spite of their excessive workload.
I have tried to fulfill my responsibility as much as possible to make this report
attractive but some errors may occur without my intension. So I am requesting to
pardon me and accept my report as the precious fruit of my hard work.
Sincerely
Mostofa Tariqul Anam
ID No. 1810085525
Executive MBA 10th
Batch
Session: 2017-2018
Institute of Business Administration
University of Rajshahi
Mobile No.01962400174

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LETTER OF TRANSMITTAL
23 Jun 2019
University of Rajshahi.
Subject: Submission of internship report “To evaluate the promotional activities of
Banglalink Digital Communication Ltd. from the reflection light of customers’
perceptions.”
Dear Sir
I am highly delighted to submit the internship report of my three months long
internship program in Banglalink Digital Communication Ltd. at Rajshahi Branch. The
title of the report “To evaluate the promotional activities of Banglalink Digital
Communication Ltd. from the reflection light of customers’ perceptions.” This
report has been prepared to fulfill the requirement of EMBA program in the assigned
organization of the Banglalink Digital Communication Ltd.
It has been joyful & enlightening experience for me to work in Banglalink Digital
Communication Ltd., Rajshahi Branch. I have put my best effort to make this report a
successful one.
I would like to express my sincere gratitude to you for your kind guidance &
suggestions in preparing the report. It would be a great pleasure for me if you find my
report informative and useful to have an idea of recent state of Banglalink Digital
Communication Ltd.
Sincerely yours
Mostofa Tariqul Anam
ID No. 1810085525
Executive MBA 10th
Batch
Session: 2017-2018
University of Rajshahi

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LETTER OF ACCEPTANCE
To Whom It May Concern
This is to certify that Mostofa Tariqul Anam, a student of Executive MBA 10th
Batch,
Roll No. 1810085525, Session: 2017-2018, Institute of Business Administration,
University of Rajshahi, Major in Marketing has completed his internship report titled
“To evaluate the Promotional Activities of Banglalink Digital Communication
Ltd. from the reflection light of customers’ perceptions” under my supervision.
I wish him every success in life.
………………………
Director,
Institute of Business Administration (IBA),

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CONTENTS
Page No.
Abstract ........................................................................................................................... i
Acknowledgement..........................................................................................................ii
Letter of Transmittal......................................................................................................iii
Letter of Acceptance ..................................................................................................... iv
Work Schedule of Management Project ........................................................................ v
Contents...................................................................................................................vi-viii
List of Tables ................................................................................................................ ix
List of Graphs ................................................................................................................ x
Executive summary ...................................................................................................... xi
Chapter One: Introduction...................................................................1-4
1.1 Introduction .............................................................................................................. 1
1.2 Statement of the Problem ........................................................................................ 1
1.3 Objectives of the Problem........................................................................................ 2
1.4 Scope of the study ................................................................................................... 2
1.5 Methodology ............................................................................................................ 2
1.5.1 Primary Sources of Data................................................................................. 3
1.5.2 Secondary Sources of Data ............................................................................ 3
1.5.3 Data Analysis Technique................................................................................ 3
1.6 Limitation of the Study ............................................................................................ 4
Chapter Two: About Banglalink........................................................5-15
2.1 Introduction .............................................................................................................. 5
2.2 Mobile Phone Subscribers in Bangladesh ............................................................. 6
2.3 Mission of the company ......................................................................................... 7
2.4 Vision of the company ........................................................................................... 7
2.5 Objective of Banglalink ......................................................................................... 7
2.6 Efforts of Banglalink.............................................................................................. 7
2.7 Value of Banglalink ............................................................................................... 8
2.8 Logo ....................................................................................................................... 8

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2.9 Slogan..................................................................................................................... 8
2.10 Level of Competition: .......................................................................................... 8
2.11 Management Team............................................................................................... 9
2.12 Organizational Structure of Banglalink: .............................................................. 9
2.13 Product and service Offerings.............................................................................. 9
2.13.1 Packages...............................................................................................10-11
2.13.2 Services ...............................................................................................11-12
2.14 Target Market..................................................................................................... 12
2.15 Promotional Tools of Banglalink ....................................................................... 12
2.15.1 Other Promotional Activities ............................................................12-13
2.16 SWOT Analysis.................................................................................................... 14
2.16.1 Strength ............................................................................................................. 14
2.16.2 Weaknesses ....................................................................................................... 14
2.16.3 Opportunities..................................................................................................... 15
2.16.4 Threats............................................................................................................... 15
CHAPTER 03: Theoretical Framework of the Study....................16-21
3.1 Promotional Mix .................................................................................................. 16
3.2 Advertising........................................................................................................... 16
3.3 Direct Marketing .................................................................................................. 17
3.4 Sales Promotion.................................................................................................... 18
3.5 Event Marketing................................................................................................... 18
3.6 Publicity/Public Relation.................................................................................18-19
3.7 Personal Selling.................................................................................................... 19
3.8 Online Promotional Activities /Interactive / Internet Marketing ....................19-21
Chapter 04 : Data analysis of the Study ..........................................22-38
4.1 Introduction .......................................................................................................... 22
4.2 Statements analysis.............................................................................................. 22
4.3 Question 1: Our advertisements are easy to understand ...................................... 23
4.4 Question 2: Our advertising quality is good......................................................... 24
4.5 Question 3: Our advertising is standard ............................................................... 25
4.6 Question 4: Our advertising maintains Bangladesh social and cultural values….26

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4.7 Question 5: Our publicity system is appropriate.................................................. 27
4.8 Question 6: Aggressive publicity is helpful for you ........................................... 28
4.9 Question 7: You are Happy with our online promotional activities system ....... 29
4.10 Question 8: Promotional activities by SMS are helpful for you......................... 30
4.11 Question 9 : You are Happy with our e-portal services:.................................... 31
4.12 Question 10 : Banglalink internet service is standard:....................................... 32
4.13 Question 11: You are Satisfied with our door to door promotion...................... 33
4.14 Question 12 : Customer care department is sincere to respond quickly ............. 34
4.15 Question 13: You are satisfied with our customer care center service .............. 35
4.16 Question 14 : Properly notify by SMS to customer for different promotion. .... 36
4.17 Question 15 : Banglalink is able to help their customer .................................... 37
4.18 Question 16 : Network is strong enough to maintain voice and data quality..... 38
Chapter 05 :Findings, Recommendations and Conclusion............. 39-41
5.1 Findings of the Study ............................................................................................. 39
5.2 Recommendations of the Study.............................................................................. 40
5.3 Conclusion of the Study......................................................................................... 41
References..................................................................................................................xii
Appendix.............................................................................................................xiii-xiv

Page | x
List of Table
Figure Title Page
No
Table-2.1 Mobile Phone Subscribers in Bangladesh 06
Table-4.1 Advertisements are understandable 23
Table-4.2 Advertising quality is good 24
Table-4.3 Advertising is standard 25
Table-4.4 Advertising maintains social and cultural values 26
Table-4.5 Publicity system is appropriate 27
Table-4.6 Aggressive publicity is helpful 28
Table-4.7 Happy with our online promotional activities 29
Table-4.8 Promotional activities by SMS are helpful 30
Table-4.9 Happy with our e-portal services 31
Table-4.10 Internet/Data service is standard 32
Table-4.11 Satisfied with our door to door promotion 33
Table-4.12 Customer care department is sincere to respond quickly 34
Table-4.13 Satisfied with our customer care center service 35
Table-4.14 Notify by SMS to their customer regarding different promotion 36
Table-4.15 Able to help their customer 37
Table-4.16 Our network is strong enough to maintain voice and data quality 38

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List of Graph
Figure Title Page
No
Figure-2.1 Mobile Phone Subscribers in Bangladesh 06
Figure-4.1 Advertisements are understandable 23
Figure-4.2 Advertising quality is good 24
Figure-4.3 Advertising is standard 25
Figure-4.4 Advertising maintains social and cultural values 26
Figure-4.5 Publicity system is appropriate 27
Figure-4.6 Aggressive publicity is helpful 28
Figure-4.7 Happy with our online promotional activities 29
Figure-4.8 Promotional activities by SMS are helpful 30
Figure-4.9 Happy with our e-portal services 31
Figure-4.10 Internet/Data service is standard 32
Figure-4.11 Satisfied with our door to door promotion 33
Figure-4.12 Customer care department is sincere to respond quickly 34
Figure-4.13 Satisfied with our customer care center service 35
Figure-4.14 Notify by SMS to their customer regarding different promotion 36
Figure-4.15 Able to help their customer 37
Figure-4.16 Our network is strong enough to maintain voice and data quality 38

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Executive Summary
An Internship program is a very important and essential subject for acquiring
experience in parallel with the theoretical knowledge in order to fill the gap of
theoretical knowledge of course practical experiences help a student to realize the
original of what a person had read and learnt so far. The weakness of theoretical
knowledge is filling up by practical knowledge of the concern field. To realize the
concept, Institute of Business Administration, University of Rajshahi has taken massive
program entitling “Internship Program” at the end of EMBA with a view to the
knowledge of the students practically.
Being a student of EMBA, I was assigned to work on the “To evaluate the
promotional activities of Banglalink Digital Communication Ltd. from the
reflection light of customers’ perceptions.”. I have tried my best to bring out the
fulfillment of the study & highlight the aspect of the subject.My effort will be
meaningful as this report serves the purpose effectively. As a part of this internship
program, I have conducted my study on promotional activities of Banglalink Digital
Communication Ltd. Under the supervision of Prof. Dr. A.K. Shamsuddoha
Director, Institute of Business Administration (IBA), University of Rajshahi (RU).
I acknowledge with thanks for all suggestion received from my honorable supervisor
for finishing that program.
I have made all possible efforts and investigations to submit this report.

Page | xiii
References:
1. Kotler, Philip & Keller, Kevin L.; Marketing Management; 13th Edition;
Pearson Education (India); 2010
2. Lovelock, C. and Wirtz, J. (2007) Service Marketing Sixth Edition: Copyright
by Pearson Education International. Printed in the United States of America.
3. Slideshare [online]. (2018). Available from:
<http://www.slideshare.net/jissahmed/a-presentation-on-promotional-tools-of-
banglalink> [Accessed 25th April, 2018]
4. Banglalink [online]. (2019). Available from: <http://www.banglalink.com.bd/>
[Accessed 22nd Jun, 2019]
5. VimpelCom [online]. (2019). Available from:
<http://www.vimpelcom.com/#Profile/History/> [Accessed 26th April, 2016]
6. Wikipedia [online]. (2019). Available from:
<http://en.wikipedia.org/wiki/VimpelCom_Ltd.>. [Accessed 2nd May, 2016]
7. www.btrc.gov.bd
8. http://grameenphone.com
9. http://dpe.teletalk.com.bd
10. https://www.banglalink.net/en

Page | xiv
Appendix:
Questionnaire
Dear Respondent:
I’m the students of EMBA of IBA, Rajshahi University. I conducting a survey based on
the topic Promotional Strategies and Customers Perception on Banglalink Digital
Communication Ltd.
This message is to notify you that your information will be kept confidential and will
be used for this research report only. Thank you for your cooperation.
Section A
Your BL Number (optional): ………………………………………
☐ Male ☐ Female Age: ………. Duration of Usage: …
Year/Month.
a) Do you use any other SIM a part from Banglalink: ☐ Yes ☐ N o
b) I use Banglalink because of ______________. (You can choose multiple options for
this agreement)
☐ Brand image ☐ cheap rate ☐ Low on-net tariff ☐ Highest FnF
☐ Value added Services ☐ Network availability ☐ Voice quality ☐
Data quality
c) Which of the following services of Banglalink do you use? (You can choose multiple
options for this agreement)
☐ Caller Tunes ☐ Miscall Alert ☐ Call Block Service ☐ Voice ☐ Internet
3G /4G
☐ Other ________________ ☐ I’m not using any services

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Section B
For the following questions, please write down the number according to the degree of
your agreement.
Questions
Highly
disagree Disagree Neutral Agree
Highly
agree
1 2 3 4 5
Advertising
Our advertisement are easy to
understand.
Our advertising quality is good
Our advertising is standard
Our advertising maintains
Bangladesh social and cultural
values.
Publicity
Our publicity system is
appropriate
Aggressive publicity is helpful
for you.
Online Promotion
You are Happy with our online
promotional activities system.
Promotional activities by SMS
are helpful for you.
You are Happy with our e-
portal services.
Banglalink internet service is
standard
You are Satisfied with our door
to door promotion.
Public Relation
Customer department of
Banglalink company is sincere
to respond quickly.
You are satisfied with our
customer care center service.
Banglalink properly notify by
SMS to their customer
regarding different promotion.
Banglalink is able to help their
customer.
Our network is strong enough
to maintain voice and data
quality

Page | xvi
CHAPTER 01
INTRODUCTION
1.1 Introduction:
Promotions are very significant elements of marketing activities. All over the world, the
large multinational corporations to medium and even small firms recognize that there is
no best alternative than promotion to communicate with consumers and motivate them
to purchase their products or services. The purpose of the study is to evaluate the
promotional activities of Banglalink Digital communication Ltd. Promotion is a
comprehensive term, and covers the entire length of advertising, Direct selling,
publicity & public relations, personal selling and sales promotion. In the present
competitive world if any business organization has to survive it needs to keep an eye on
various forces operating in the market. More over competitors constantly try to win
over others. In this scenario, every business organization needs to monitor the changes
taking place in the market so that they are not caught by competitors.
Today, it would be difficult to find a company that does not proudly claim to be a
customer-oriented, customer- focused, or even-customer driven enterprise. Increasing
competition (whether for-profit or nonprofit) is forcing businesses to pay much more
attention to satisfy customers. The state of satisfaction depends on a number of both
psychological and physical variables, which correlate with satisfaction behaviors and
by communicating values and innovative services of the company. The level of
satisfaction can also vary depending on other options the customer may have and other
products against which the customer can compare the organization’s product.
Customers‟ satisfaction has now become major concern of the mobile service providers
in our country.
1.2 Statement of the Problem:
Finding out the promotional policies and actions taken by Banglalink and its
effectiveness to attract new customers and holding existing customers which means
Customer Retention. The behavior of customers in purchasing Sim Card is unknown.
Because there are many telecom brands in the market and different customers prefer

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different connection for their mobile phone. Some customer buy sim for low call rate,
some buy for good network coverage, some buy for low price or more FNF. So it’s
very tough to predict customers’ behavior in case of buying sim. Infect these customers
who are now user of Banglalink sim may switch to another telecom company in future
for their better offer.
1.3 Objective of the Study:
The specific objective of the study is to evaluate the promotional activities of
Banglalink Digital Communication Limited from the reflection light of customers’
perceptions.
1.4 Scope of the Study:
This report has covered Promotional activities of Banglalink Digital Communication
Ltd. It also includes a brief Profile of the company. To know the Promotional activities,
it’s analyze advertising, publicity, public relations, personal selling and sales promotion
of the company.
1.5 Methodology:
 This is a quantitative research, in some cases qualitative approach has been
applied.
 At first phase an exploratory research has been conducted to understand the
nature of problem and its subcomponents.
 After analyzing all relevant data by excel software applied to present the
findings.
Both primary and secondary sources of data are being used, these sources are as
follows:
1.5.1 Primary Sources of Data:
More emphasis is given on primary data to conduct the research report authentically.

Page | xviii
1. 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: Rajshahi Sadar
2. Informal interviews with industry experts and managers of Banglalink
3. Observation of customers while taking services from customer care.
1.5.2 Secondary Sources of Data:
 Books and articles on marketing and promotion
 Various websites
1.5.3 Data Analysis Techniques:
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.
 Excel software has been used to analyze data
 Various statistical methods and formulae has been used. (Mean, Standard
deviation, and Frequency distributions.)
 Different Graphs, Tables, Charts and others instruments are used to make
presentable the research results (Findings).
1.6 Limitations of the study:
The problems, which are encountered in preparing the project paper, are as follows:

Page | xix
 Questionnaire survey from customer care office of Banglalink Digital
Communication Ltd., Rajshahi sadar branch. not all over the branch offices of
our country.
 Time is an important issue in data collection and report writing. It is very taught
to collect my necessary information and documents with in shortest possible
time.
 Respondents were conservative. They did not want to express their opinion. So
it was very hard to talk with them freely.
 Communication and financial problems were faced.

Page | xx
CHAPTER 02
Company Profile
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.
With customer experience being Banglalink’s core focus, digitalization has become a
necessity to update the way customers engage, communicate, operate (Internally &
Externally) and offer services from traditional way of business to digital/online.
Banglalink aims to enable its customers to get the best out of the digital future and
create a true digital ecosystem through providing products that suits the demands of
customers.
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

Page | xxi
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
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 2019. Banglalink has a subscriber base of 34.372 million with capture
21.51% market share.
Table 2.1: Mobile Phone subscribers in Mar’2019
Operator
Subscriber
(in millions)
Grameen Phone Ltd (GP) 74.053
Robi Axiata Limited (Robi) 47.341
Banglalink Digital Communications Limited (Banglalink) 34.372
Teletalk Banglaldesh Ltd. (Teletalk) 4.014
Total 159.780
Figure 2.1: Mobile Phone subscribers in Mar’2019
2.3 Mission of the company:

Page | xxii
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.
2.7 Value of Banglalink:

Page | xxiii
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.”
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

Page | xxiv
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:
CEO
Chief
B2B
Officer
Chief
Ethics
and
Complian
ce officer
Chief
Corporate
And
Regulator
y Affairs
Officer
Chief
Financi
al
Officer
Chief Human
Resources &
Administrati
on Officer
Chief
Legal
Officer
Chief
Commerci
al Officer
Chief
Technolog
y Officer
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 Value-
Added 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

Page | xxv
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 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
•5 FNF facility * (Any Operator)

Page | xxvi
•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
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.

Page | xxvii
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 upper-
upper; 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.
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.
4. Publicity & Public Relation.
5. 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.

Page | xxviii
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.
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:

Page | xxix
➢ 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
➢ 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

Page | xxx
CHAPTER 03
Theoretical Framework of the Study
3.1 Promotional Mix:
In the promotional mix there are six major elements. Figure 2-1 shows the important
components of promotional mix.
The Promotional
Mix

Page | xxxi
T
he Promotion
Fig 3-1: important components of promotional mix
3.2 Advertising:
Advertising is one of the best known and most discussed form of promotional mix.
Advertising is very important tools for companies whose products and services are
targeted at mass consumer markets. Advertising is the most cost effective for the
company to reach large audiences. TV advertisement can influence consumer´s taste
and perception is pervasive.TV advertisement can reach large audience in a cost
effective manner. For example, according to Aaker & Myers, (1982) as cited in one
million dollars is huge money for one product advertisement, but when advertisers are
reaching over 250 million people, the cost is not so extreme. Through TV
advertisement, advertiser can present their product with proof in front of consumer.
National newspapers advertisements are effective tools to spread the product or service
information quickly to a large audience.
3.3 Direct Marketing:
In recent years direct marketing one of the major components of the promotional mix.
Direct marketing is used to target the consumers and influence them to get response
quickly. Through using direct marketing techniques, marketers can gain and keep
customer without the use an intermediary. Direct marketing is a valuable tool for
service and product marketing where immediate response is required and in mass
competitive market. Direct marketing covers a wide range of methods like direct mail.

Page | xxxii
Tele marketing, catalogue marketing, mobile marketing, electronic media, door to door
leafleting etc.
Direct mail information sent through postal service to recipient´s address for promote a
product or service or to keep an ongoing relationship. Quality of the mailing list is one
of the key factors for effectiveness of direct mail. Direct mail is also one of the cost
effective way to communicate with present and potential consumers.
Direct marketing activities are one of the most valuable promotional tools for
marketers. For example: In 2004 American companies spent more than USD 200 billon
on direct marketing activities for B2B and B2C products/Services and, this generate
sales around USD 2 trillion.
Telemarketing becomes more effective if other direct response media can combine.
For example, one experience shows, when telemarketing is combined with direct mail
then usually minimum 10 percent response increase- often a lot.
Direct response advertising includes the prime media like; television, newspapers and
magazines. Direct advertising is designed to obtain a direct response such as an order,
enquiry or request for a visit Sale of products through catalogues distributed to agents
and customers, usually by mail is called catalogue marketing. Catalogue marketing
helps consumers to take decision after discussion with their family members in relax
time and avoid crowed shops and streets
In mobile advertising “Short messaging services” (SMS) is most effective buzz-phrase
business to-consumer markets. Many companies add text message numbers to capture
the interest of the consumers through their marketing massages. Mobile advertising is
using to enhance customer relationships and to carry out the direct marketing and
promotional activities. This kind of text message is very successful for B2C marketing.
3.4 Sales Promotion
Sales promotion is one type of stimulus that provides an extra incentive to buy product
or service. Sales promotion can be defined as “a direct inducement that offers an extra

Page | xxxiii
value or incentive for the product to the sales force, distributors, or the ultimate
consumer with the primary objective of creating an immediate sale. Sales promotion is
designed to speed up the selling process and create maximize sales volume through
providing extra incentives.
3.5 Event Marketing
The purpose of event marketing is to create experiences for consumers and promote the
product/service through linked to an event.Consumer-oriented advertising encourage
consumers to purchase specific brand and create demand for it like pull strategy, but on
the other hands trade-oriented sales advertising motivate wholesalers and retailers to
push the customers to carry a product or service. Sales promotion techniques are
designed to produce outcome quickly as a result accelerates the selling process and
brings maximizes sales.
3.6 Publicity/Public Relation
Public relation is concerned with people´s attitudes toward the firm or specific issues
and designed to sell a product or service and help marketing activities. Public relation
activities include raising awareness, informing and educating, gaining understanding,
building trust, giving consumers a reason to buy, and motivation consumer acceptance.
According to Jobber (2007) public relations can be defined as “the management of
communications and relationships to establish goodwill and mutual understanding
between an organization and its public.” Public relations activities build a favorable
company image with firm’s publications through publicity. Publicity represents one of
the most visible elements of public relations and as such draws a lot of attention from
both within and outside the profession. Publicity is a subset of the public relations.
Publicity refers to the generation of news about a person, product, or service that
appears in broadcast or print media”. Publicity is so much more powerful than
advertising or sales promotion because publicity is highly credible for its news value
and the frequency of exposure of product or service.

Page | xxxiv
3.7 Personal Selling:
In personal selling, sales persons are directly involved with potential buyer and get
feedback swiftly. In personal selling, company promotes their products directly to
consumers through advertising and promotions or indirectly through resellers or
salespeople. For example: Sales people of the insurance industry and real estate sales
people Personal selling can be classified in various ways like: retail selling, field
selling, telemarketing and inside selling. personal selling is face to face presentation by
a representative from the firm to make sales and build customer relationships. Personal
selling is very secure in selling to consumers and resellers. The face to face
conversation facilitates instant feedback. In personal direct selling, representatives can
present the product or service to the customer, they can convince the customer through
showing the service value, and last if successful, they close the sales. Personal contact
is vital for technical consumer products like; computer, internet etc. In these cases,
personal selling is high value- because it gets the sales close.
3.8 Online Promotional Activities /Interactive / Internet Marketing:
One of the newest forms of direct marketing is internet marketing. The internet
provides opportunity for both consumers and marketers to interact more and
individualization. This is two-way communication channels marketing where
consumers can reply after receiving the message from marketers. Now the world is age
of information. “Customers will define what information they need, what offerings they
are interested in, and what prices they are willing to pay” (Kotler &Keller).
Advertising on the Internet -
i. Banners: The most familiar form of advertising on web is banner ads. Banner ads
generally used for creating awareness, entering viewers into contests and awareness,
entering viewers into contests and entering viewers into contests and sweepstakes.

Page | xxxv
ii. Sponsorships: Sponsorship are divided in regular sponsorships where a company
pays to sponsor a section of a site and another is the content sponsorship, in which
sponsor not only provides money in return for name association but participates in
providing the content itself.
iii. Pop-Ups/Pop-Under: This ad is almost similar to banner ads but here user will see
some ads when he/she access some sites. Pop-Under are ads appear underneath the web
page and visible when user leaves the sites.
iv. Interstitials: Interstitials are ads that appear on screen while user waiting for site´s
content to download.
v. Push Technologies: Marketers use web casting or push technologies for dispatch
web pages and news updates and video geared to specific audiences or individuals.
Links: Links appears when users search specific links then automatically provide users
additional links or related topics.
vi. Paid Search: Marketers paid for each consumer’s clicks on their ads or links from a
search engine page.
vii. Behavioral Targeting: Marketers use behavioral targeting advertising for target
consumers. through their web site surfing behaviors.
viii. Contextual Ads: Advertisers who target their ads based on the content of the web
page are using.
ix. Rich Media: A broad range of interactive digital that exhibit dynamic motion,
taking advantage of enhanced sensory features such as video, audio and animation.
Online commercials, video on demand and webisodes are the main types of rich media.
The increased penetration of broadband into households has increased the attention
given to streaming video.

Page | xxxvi
Chapter 04
Data analysis and Result
4.1 Introduction:
After completing the research 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.

Page | xxxvii
Survey area: Rajshahi Sadar
4.3 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

Page | xxxviii
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.
4.4 Question 2: Our advertising quality is good
Table-4.2: Advertising quality is good
Strongly Disagree 6
Disagree 4
Neutral 7
Agree 10
Strongly Agree 17
Figure 4.2: Advertising quality is good

Page | xxxix
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.
4.5 Question 3: Our advertising is standard
Table-4.3: Advertising is standard
Strongly Disagree 5
Disagree 5
Neutral 10
Agree 10
Strongly Agree 14
Figure 4.3: Advertising is standard

Page | xl
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.
4.6 Question 4: Our advertising maintains Bangladesh social and cultural values
Table-4.4: Advertising maintains social and cultural values.
Strongly Disagree 8
Disagree 4
Neutral 8
Agree 9
Strongly Agree 15
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.

Page | xli
Comment: So it is clear to us that our advertising maintains Bangladesh social and
cultural values.
4.7 Question 5: Our publicity system is appropriate
Table-4.5: publicity system is appropriate.
Strongly Disagree 5
Disagree 5
Neutral 8
Agree 7
Strongly Agree 19
Figure 4.5: publicity system is appropriate.
Depending on the customer’s participation on my question wither our publicity system
is appropriate

Page | xlii
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.
4.8 Question 6: Aggressive publicity is helpful for you
Table-4.6: Aggressive Publicity is helpful
Strongly Disagree 6
Disagree 4
Neutral 7
Agree 10
Strongly Agree 17
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
this statement.

Page | xliii
Comment: So it is clear to us that aggressive publicity is helpful for you.
4.9 Question 7: You are Happy with our online promotional activities system:
Table-4.7: Happy with our online promotional activities
Strongly Disagree 4
Disagree 8
Neutral 6
Agree 12
Strongly Agree 14
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.

Page | xliv
Comment: So it is clear to us that you are Happy with our online promotional activities
system.
4.10 Question 8: Promotional activities by SMS are helpful for you:
Table-4.8: Promotional activities by SMS are helpful
Strongly Disagree 4
Disagree 8
Neutral 6
Agreed 12
Strongly Agree 14
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.

Page | xlv
Comment: So it is clear to us that Promotional activities by SMS are helpful for you.
4.11 Question 9 : You are Happy with our e-portal services:
Table-4.9: Happy with our e-portal services
Strongly Disagree 6
Disagree 9
Neutral 6
Agree 8
Strongly Agree 15
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
Comment: So it is clear to us that you are Happy with our e-portal services.

Page | xlvi
4.12 Question 10 : Banglalink internet service is standard:
Table-4.10: Internet/Data service is standard
Strongly Disagree 13
Disagree 7
Neutral 5
Agree 9
Strongly Agree 10
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
Comments: So it is clear to us that Banglalink internet service is not standard.
4.13 Question 11: You are Satisfied with our door to door promotion

Page | xlvii
Table-4.11: Satisfied with our door to door promotion
Strongly Disagree 6
Disagree 9
Neutral 4
Agree 10
Strongly Agree 15
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
Comment: So it is clear to us that customers are satisfied with our door to door
promotion.
4.14 Question 12: Customer care department of Banglalink Company is sincere
to respond quickly:
Table-4.12: Customer care department is sincere to respond quickly

Page | xlviii
Strongly Disagree 6
Disagree 16
Neutral 5
Agree 9
Strongly Agree 8
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.
4.15 Question 13: You are satisfied with our customer care center service:
Table-4.13: Satisfied with our customer care center service

Page | xlix
Strongly Disagree 7
Disagree 15
Neutral 9
Agree 4
Strongly Agree 9
Figure-4.13: S atisfied 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
Comment: So it is clear to us that customers are not satisfied with our customer care
center service.
4.16 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.

Page | l
Disagree 5
Neutral 5
Agree 10
Strongly Agree 14
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.
4.17 Question 15 : Banglalink is able to help their customer
Table-4.15 Able to help their customer

Page | li
Strongly Disagree 8
Disagree 8
Neutral 4
Agree 10
Strongly Agree 14
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
Comment: So it is clear to us that Banglalink is able to help their customer.
4.18 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

Page | lii
Disagree 8
Neutral 5
Agreed 7
Strongly Agree 11
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
this statement.
Comment: So it is clear to us that our network is not so strong to maintain voice and
data quality.
Chapter 05
5.1 Findings of the study:
1. Maximum respondents think that Banglalink advertisement is easy to understand as
its influence consumer´s taste and perception.

Page | liii
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.
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.

Page | liv
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.
5.2 Recommendations:
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.

Page | lv
 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.
5.3 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.

Internship report on promotional activities of banglalink 26 jun-19

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