Re-branding Bangladesh Biman
Size of the market:
2008-2012 (2.1 Million people) Domestic Flights.
Growth rate of .8%
3.5 Million Passengers and 10 Million tons of
cargo. (Existing business market)
Overflow of demand in cargo.
Labor traffic dominance
Recruiting right human resources.
Providing IT facilities.
Extended CRM database.
Ground and in-flight services.
Improving transit facilities.
Segmentation based on age: Mostly below 45
Segmentation based on gender: Mostly male.
Segmentation based on income: High for
domestic, low for intercontinental.
Segmentation based on socioeconomic
International flights: Middle class and lowermiddle class.
Domestic flight: Upper middle class and
Bangladesh International Capacity breakdown by airlines
POP: Same generic service and other facilities.
Competitive POP: We do it in a less cost.
Treat the customers like being in home.
National Flag carrier.
Specificity in labor economy flights.
We don’t have any specific competitors.
Not matching the values.
Reasonable service within the range of a big
pool of customers.
Other companies don’t fall under the same
category as we do.
In the customer segment we look for the
internal, external, suppliers, distribution
channel and consumers.
segmentation by objectives
segmentation by customer coverage
segmentation by market
In the competitors segment we look for
competition in the industry structure, direct
and indirect, rivals and competitors.
Capitalize on profit and different cost
And in the corporaion segment we take account
of culture and context, and purpose of being
Reducing basic cost
Excercise greater selectivity
Sharing key functions with corporation’s other
businesses or even with other companies
“Reasonably safe aviation within your price
Reasonability :Exact price, exact service.
Better CRM- Brand Resonance.
Safe: Positive response –Brand Judgments and
feelings with brand imagery and
Aviation: Category (Identity and brand
Brand Name: Probash Airways and
1. Perceived quality.
2. Value of our service.
Changing the future
Reliability of service
Style and design.
Right product available and the right situation
and at the right price.
Probashi Airways: 10% Growth rate
Shodeshi Airways: 20% Growth rate.
Purchasing and leasing of Aircrafts.
Repair and maintenance.
Outstations of Biman.
Buying tickets and reconfirmation.
Problems of Human Resource.
Flight schedule delay.
Poor customer service.
Operational Level on administrative.
Flight schedule delay.
In flight services.