Teletalk Bangladesh is a state-owned mobile operator that provides both prepaid and postpaid mobile services. It aims to provide affordable and high-quality mobile services to customers across Bangladesh. Some of its strengths include government backing and support, an expanding network coverage, and plans to introduce new technologies like 3G and WiMax. However, it faces weaknesses such as poor customer service, lack of competitive product offerings, and underutilization of network capacity. It has opportunities to expand its customer base by improving service and attracting customers from other networks.

1. Company Background
Teletalk Bangladesh Limited is a public limited company, registered under the Registrar of the
Joint stock companies of Bangladesh. Total shares owned by the Government of the Peoples
Republic of Bangladesh.
We continue to grow and engage our customers through our clear commitment to offering high
quality products and services as well as leading customer retention and loyalty programmers.
Teletalk continues to be a part of the revolution that’s connecting millions of Bangladeshi people
and around the world.
Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has forged
ahead and strengthened its path over the years and achieved some feats truly to be proud of, as
the only Bangladeshi mobile operator and the only operator with 100% native technical and
engineering human resource base, Teletalk thrives to become the true people’s phone – “Amader
Phone”.
Basic objectives for which the Company was formed are highlighted here under:
1. To provide mobile telephone service to the people from the public sector
2. To ensure fair competition between public and private sectors and thereby to safeguard
public interest
3. To meet a portion of unmitigated high demand of mobile telephone
4. To create a new source of revenue for the government.
5. Mission & Vision:
To innovate and constantly find new ways to enhance our services to our customer’s
current needs and desires for the future. Our vision is to know our customers and meet
their needs better than any one else.

2. Product Background
The main product of Teletalk is its SIM. Teletalk started operating on 29 December, 2004. Its
Products lines are basically of two types (Post Paid and Pre Paid).
POST PAID TARIFF
Standard/Rajanigandha
Call
Directions
Rates shown as per minute basis | 1 Sec Pulse
Call Categories
Peak
[8am-5pm]
Off Peak
[5pm-12am]
Super Off Peak
[12am-8am]
Out Going
Calls
Teletalk to Teletalk Tk. 0.80 Tk. 0.80 Tk. 0.25
Teletalk to Others Tk. 0.99 Tk. 0.99 Tk. 0.99
Teletalk to Overseas ISD ISD ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00
GPRS Tk. 0.02/KB or Unlimited fee Tk. 800.00/Month
FnF Tk. 0.25 [Teletalk] & Tk. 0.80 [Other]
Shapla
Call
Directions
Rates shown as per minute basis | 1 Sec Pulse
Call Categories Any Time
Out Going
Calls
Teletalk to Teletalk Tk. 0.80
Teletalk to Others Tk. 1.00
Teletalk to Overseas ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00

3. PREPAID TARIFFS
Bijoy
Call Directions
Rates shown as per secand basis
Call Categories 8am-12am 12am-8am
Out Going
Calls
Teletalk to Teletalk Tk. 0.02/sec 1.1 Paisa/sec
Teletalk to Others Tk. 0.02/sec 1.1 Paisa/sec
Teletalk to Overseas ISD ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
GPRS Tk. 0.016/KB or Unlimited fee Tk. 666.00/Month
Shadheen66
Call
Directions
Rates shown as per minute basis
[TK 0.49 initiation charge for each call in 1st minute]
Call Categories Any Time
Out Going
Calls
Teletalk to Teletalk Tk. 0.66
Teletalk to Others Tk. 0.66
Teletalk to Overseas ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00
GPRS Tk. 0.016/KB or Unlimited fee Tk. 666.00/Month
FnF Tk. 0.25 [Teletalk] & Tk. 0.55 [Other]
Standard
Call
Directions
Rates shown as per minute basis
Call Categories Peak [8am-12am] Off Peak [12am-8am]
Out Going
Calls
Teletalk to Teletalk Tk. 1.40 Tk. 0.60
Teletalk to Others Tk. 1.90 Tk. 1.00
Teletalk to Overseas ISD ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00
GPRS Tk. 0.02/KB or Unlimited fee Tk. 800.00/Month
FnF Tk. 0.75 [Teletalk] & Tk. 1.25 [Other]

4. Shadheen
Call
Directions
Rates shown as per minute basis
Call Categories
Peak
[8am-5pm]
Off Peak
[5pm-12am]
Super Off
Peak
[12am-8am]
Out Going
Calls
Teletalk to Teletalk Tk. 0.95 Tk. 0.95 Tk. 0.25
Teletalk to Others Tk. 0.95 Tk. 1.40 Tk. 0.95
Teletalk to
Overseas
ISD ISD ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00
GPRS Tk. 0.02/KB or Unlimited fee Tk. 800.00/Month
FnF Tk. 0.25 [Teletalk] & Tk. 0.90 [Other]
Shapla (Prepaid)
Call
Directions
Rates shown as per minute basis
Call Categories Any Time
Out Going
Calls
Teletalk to Teletalk
Tk. 0.90 [Tk. 0.75 for use more then Tk.
500]
Teletalk to Others
Tk. 0.90 [Tk. 0.75 for use more then Tk.
500]
Teletalk to Overseas ISD
SMS Tk. 0.50 [Nationwide] / Tk. 2.00 [International]
Voice SMS Tk. 2.00

5. RATE PLAN
Teletalk is offering attractive packages for the customers with very competitive rates. These
carefully designed packages offer a range of tariff, properties and benefits to satisfy the needs of
our customers.
Packages Prepaid Postpaid
Call Categories Shadheen Standard Shapla Standard Rajanigandha Shapla
Teletalk to Teletalk
[8am-5pm]
Tk. 0.66
[24hr]
Tk. 1.40
Tk. 0.90
[24hr]
Tk. 0.80 Tk. 0.80
Tk. 0.80
[24hr]
Teletalk to Teletalk
[5pm-12am]
Tk. 0.80 Tk. 0.80
Teletalk to Teletalk
[12am-8am]
Tk. 0.60 Tk. 0.25 Tk. 0.25
Teletalk to Others
[8am-5pm]
Tk. 0.66
[24hr]
Tk. 1.90
Tk. 0.90
[24hr]
Tk. 0.99 Tk. 0.99
Tk. 1.00
[24hr]
Teletalk to Others
[5pm-12am]
Tk. 0.99 Tk. 0.99
Teletalk to Others
[12am-8am]
Tk. 1.00 Tk. 0.99 Tk. 0.99
Teletalk to Overseas
[8am-5pm]
ISD/EISD ISD/EISD ISD/EISD
ISD/EISD ISD/EISD
ISD/EISD
[24hr]
Teletalk to Overseas
[5pm-12am]
ISD/EISD ISD/EISD
Teletalk to Overseas
[12am-8am]
ISD/EISD ISD/EISD
FnF
Teletalk to Teletalk
Tk. 0.25 Tk. 0.75 N/A Tk. 0.25 Tk. 0.25 N/A
FnF
Teletalk to Others
Tk. 0.55 Tk. 1.25 N/A Tk. 0.80 Tk. 0.80 N/A
SMS
Tk. 0.66
on net
Tk. 1.00
Voice SMS Tk. 2.00
GPRS
0.16/KB or
666/Month
[unlimited]
Tk. 0.02/KB or Tk. 800.00/Month [unlimited]

6. SERVICE FEATURES
Prepaid Service Features:
Affordable Prepaid Mobile Connection - Very Low rates
Convenient Recharging - Refill any amount by Telecharge from Tk. 10 to Tk.
5000.
Save money - Budget your mobile phone expenses
Life long validity
Sort Message Service [SMS]
Bangla SMS
International SMS
Friends and Family [FnF]
Mobile Internet Service / GPRS
Voice Mail Service [VMS]
Call Waiting
Call Forwarding
Value Added Services
Push Pull Services
EISD Dialing to Over 55 Countries
Postpaid Service Features:
Teletalk Postpaid mobile service makes your life easier. Just settle your bill at the end
of each month with one easy payment. You’ll never have to worry about crediting
your account in the middle of a call again.
Our Postpaid subscribers also have access to Online Bill Query to help you know
about your billing information via internet.
Sort Message Service [SMS]
Bangla SMS
International SMS
Friends and Family [FnF]
Mobile Internet Service / GPRS
Voice Mail Service [VMS]
International Roaming
Call Forwarding

7. Value Added Services
Push Pull Services
EISD Dialing to Over 55 Countries
Past Advertising Themes
Significant Environmental Influences
Environmental Analysis
A scan of the external macro-environment in which the firm operates can be expressed in terms
of the following factors:
Political
Economic
Social
Technological
Political Factors
Political factors include government regulations and legal issues and define both formal and
informal rules under which the firm must operate. These include tax policy, employment laws,
environmental regulations, trade restrictions and tariffs, and political stability. Political
environment in Bangladesh is always unstable. Frequent changes of government and
policymakers' reluctance or incapability to implement or design progress oriented policies is a
major drawback for the telecom industry, an industry that is constantly changing in terms of
technology.
Economic Factors
Economic factors affect the purchasing power of potential customers and the firm's cost of
capital. These include economic growth, interest rates, exchange rates, and inflation rate. In
context of customers' buying power, in many ways Bangladesh is a poor country. With a low
GDP per capita and a majority of the population under poverty level, to much of the population,
a mobile phone and a network subscription is a luxury. However, the emergence and rapid
spread of pay phone stalls utilizing mobile phones, has eased usage somewhat for these
customers.

8. Social Factors
Social factors include the demographic and cultural aspects of the external macro-environment.
These factors affect customer needs and the size of potential markets. Social factors include
health consciousness, population growth rate, age distribution, career attitudes, and emphasis on
safety. The telecom industry has definitely made an impact on the job market of the country,
taking in thousands of employees and creating new career opportunities every day. The overuse
of mobile phones has often triggered arguments regarding safety, but the Bangladesh market
does not regard it as a threat.
Technological Factors
Technological factors can lower barriers to entry, reduce minimum efficient production levels,
and influence outsourcing decisions. Technological factors include R&D activity, automation,
technology incentives, and rate of technological change. Sadly Bangladesh does not have an
infrastructure that allows for research and development of large scale. However, recent drives to
automate day to day activities have been taken by a majority of telecom companies, most notable
by GrameenPhone with their new corporate headquarters that reportedly runs on its own power
supply and is fully automated (including doors, lights etc.). While Bangladesh's policies and
government processes hamper fast technological change, the telecom industry has in many ways
influenced the both the public and private sector to invest and bring in new technology such as
WiMax and submarine cable, although limitations have not allowed these technologies to
flourish.
From the PEST analysis, we can see that the macro-economic environment in terms of Political,
Economical and Technological factors can be complex and hard to break through. But the
customers of the market do display an uncanny need for communication through cell phones and
are often noted to spend more money on making calls than they do on food. In terms of Social
factors, the market is still thriving for more. Customers are still willing to try something new and
because of lack of loyalty, customers are always ready for a new operator, hoping that call rates
will fall even more.
Current SWOT Analysis
SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for
the development of marketing plans. It accomplishes this by assessing an organizations strengths
(what an organization can do) and weaknesses (what an organization cannot do) in addition to
opportunities (potential favorable conditions for an organization) and threats (potential
unfavorable conditions for an organization). SWOT analysis is an important step in planning and
its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is
to take the information from the environmental analysis and separate it into internal issues
(strengths and weaknesses) and external issues (opportunities and threats). Once this is

9. completed, SWOT analysis determines if the information indicates something that will assist the
firm in accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that
must be overcome or minimized to achieve desired results (weakness or threat).
Before proceeding to the IMC plan it is imperative that we first discuss the strengths,
weaknesses, opportunities, and threats, of Teletalk.
Strengths
Teletalk is a Govt. owned public ltd. Co. and they use the frequency of BTCL. With such
background, the company is backed by favorable government policies and support. One of such
initiatives is that the company is to be the first who would be given license for establishment of
3G system for usage for its customer base. Another important point to be noted is that the
company gets a huge financial backup. Teletalk will be awarded a 3G licence (ahead of all other
players, significantly), as well as a US$211mn loan at 2% interest from China to help expand its
network in key areas of the country.
Teletalk has almost completed all works to give 18 lakh new connections, raising the total
capacity to about 29 lakh connections. The number of Teletalk subscribers is 10.5 lakh at
present. When completed, the new network will improve quality service of the Teletalk.
Teletalk Bangladesh Limited has continually expanded its network, to better accommodate its
growing customer base as well as to keep the promise of providing better service. As of now,
Teletalk has already established its network foothold in 64 Districts, 402 Upazilas, and most of
the highways. Teletalk is continuing its network expansion to reach more corners of Bangladesh.
Teletalk is ready to provide with the help of third party software, mobile interactivity for the
citizens of Bangladesh with m-Governance. This may includes, but not limited to
1. Mobile based Live Citizen Reporting Solution
2. Mobile User Info bank (Database of Mobile Users of Bangladesh)
3. Agriculture information services for the farmers and also for the end users, like product
price in different parts of the country.
4. Product ID for all consumer products/ Organization.

10. 5. Interactivity between Government and the Citizens.
Weaknesses
The major weakness of the company is its poor customer service and bad product design. The
products are not well placed in the market and have a small customer portion in the entire
market. Added to the fewest customer centers, the company is slow in terms of response to its
customers which result in irritated customer behavior. Lack of coordination within the company
is the cause.
Teletalk’s lack of progress in developing its business stemmed from the government’s reluctance
to invest the funds necessary to grow the company aggressively to the point whereby it could
provide a credible threat to players such as Grameenphone and Banglalink. Apparently, the
government is now keen to divest the business while its assets still remain attractive to new or
existing players. Moreover, Teletalk is not providing customers with various offers.
Opportunities
Teletalk has great opportunity to expand market by present network. They have heavily invested
into expanding its network throughout the 64 districts of the country. At present it provides its
services to a very small portion of the market, which is underutilizing its full capacity. It has a
great opportunity to add new customers and serve them well.
Teletalk has a system which adopts the Wi-Max technology. This holds great potential for the
future of the company. It provides better opportunities to provide the customers with a greater
range of products and packages for the customers.
Teletalk, the smallest operator, has a public flotation of 25% of the equity. This would help the
company to financially leverage its operations and invest heavily into necessary sectors.

11. China has given an assistance of US$ 211 million for expansion of network of public sector
mobile phone company. Teletalk will introduce 3G technology having the facilities of watching
televisions and videos on mobile phones. 55 lakh new connections would be given by using this
technology. China will provide the assistance on only 2 per cent interest. Bangladesh got
assurance of the assistance in the meeting of China- Bangladesh Joint Economic Commission
held in China on July 28 last year. The final talks were held during Prime Minister Sheikh
Hasina’s last China visit.
Threats
The government of Bangladesh has confirmed plans to sell 25% of struggling mobile network
operator TeleTalk as part of a broader initiative to privatise more than 20 other state-run
companies this year. The company is the smallest on the market and which competes with five
other players. Teletalk is a slow moving company and thus is highly threatened by other potential
GSM companies. This includes the following:
 Grameenphone – Joint venture ownership 62%Telenor and 38%Grameen Telecom .
 Banglalink – Joint venture with Orascom Telecom Co. originated from Egypt.
 Robi – Previously Aktel company which was acquired by the international telcom
company Axiata.
 Airtel – Previously Warid Telecom, an investment of Dubai and Abu Dhabi Group UAE,
now purchased by Airtel, India.
 Citycell – Joint venture with SingTel Asia pacific investment Pvt. limited.
Relevant Marketing Data
The company has more than 1 million subscribers or less than
2% of the country’s entire mobile phone market.
The Marketing Mix Analysis
Products

12. The basic product of Teletalk Bangladesh Ltd is its SIM. Connectivity is the Core Benefit of this
product. The Expected Product is good connectivity and a large area of coverage which
Teletalk Struggles to maintain. Teletalk is now concentrating on its Augmented Product which
are VAS (Value Added Services).It has launched some new VAS recently such as Internet SMS
while previous ones such as Cricket Update or Load Shedding update continue to serve.
Value added services of teletalk: A comparison with the market leader
Teletalk Has Teletalk lacks what market leader
Grameenphone possesses
FNF-Friends and family Instant Messaging
-GP to GP Chat
-SMS
-Broadcast Message
-Off line messages
-Presence status display
-Chat Rooms
-Settings Wizard
Push-pull services SMS Based Alerts/Services
Namaz alerts
Cricket alerts
Cricket score update
Other Alerts- Information on updates of bills
and telephone numbers to call ambulances,
hospitals, blood banks, police stations etc.
VMS-Voice mail service Voice-based Services
Namaz timings
News service
Sports Update (International Cricket Matches
and English Premier League updates).
SMS Downloads
Bangla SMS Tunes & Tones
Internet SMS Cell Bazaar
International SMS
International Roaming
GPRS

13. Price
The pricing strategy for Teletalk prepaid connections is shown here-
Package: Standard
Call Directions Call Categories Peak [ 8am-12am ] Off Peak [
12am-8am ]
Out Going Calls Teletalk to Teletalk Tk. 1.40 Tk. 00.60
Teletalk to Others Tk. 1.90 Tk. 1.00
Teletalk to Overseas Tk. 1.90 + ISD &
EISD
Tk. 1.00 + ISD
& EISD
SMS Tk. 1.00
Voice SMS Tk. 2.00
GPRS Tk. 00.02/KB or
Unlimited fee Tk.
800.00/Month
FnF Tk. 00.75
[Teletalk] & Tk.
1.25 [Other]
Package: Shadheen
Call Directions Call Categories Peak [ 8am-12am ] Off Peak [ 12am-
8am ]
Out Going Calls Teletalk to Teletalk Tk. 0.99 TTk. 00.60
Teletalk to Others Tk. 1.90 Tk. 1.00
Teletalk to Overseas Tk. 1.90 + ISD &
EISD
Tk. 1.00 + ISD &
EISD
SMS Tk. 1.00
Voice SMS Tk. 2.00

14. GPRS Tk. 00.02/KB or
Unlimited fee Tk.
800.00/Month
FnF Tk. 00.25 [Teletalk]
& Tk. 1.00 [Other]
Promotion
Advertising
Teletalk will have to pursue an aggressive advertising campaign, as it will provide unsought
services.
Printing, electronic and some other Media will be used for this purpose.
Print Media Electronic Media Others
News Paper
Magazines
Television
Radio
Internet
Outdoor
Tri vision
Print Media
Newspaper- Teletalk should increase its advertisements in The Daily Star, TheDaily Prothom-
Alo etc to communicate with the target groups.
Magazines- Teletalk should advertise in magazines.
Electronic Media
Television- Television advertising is certainly the most effective communication strategy.
Advertising for Teletalk can be done on ATN Bangla, “Channel i” etc. in their prime hours on a
relatively regular basis.
Radio- As the FM radios are emerging rapidly as a strong media, there will be some radio
advertisement to cover the necessity based target group. This will also help to build the way
when Teletalk will be gradually penetrating other areas of Bangladesh.
Internet- Teletalk plans to develop a strong web page. Developing a web page and its
maintenance would not be expensive. The page will contain attractive and at the same time
important information about Teletalk.

15. Others
Transit- Recently Teletalk has advertised in BEVCO buses covering the whole bus with Teletalk
themes and ads. It will publish some attractive ads and use it in some private and mass transits
like Volvo and Premium bus service. This type of advertising will increase the visibility of
Teletalk..
Billboard- Some billboards will be placed on busy and important roads in Dhanmondi, Gulshan,
Banani, Uttara, and New Market areas.
Place
Teletalk sales its products through its customer care centers and the dealers. It has only 4
customer care centers which should be increased to give better service to its existing and
potential subscribers. Its distribution should be made better by making SIMs available in small
retail shops in every area.
Teletalk participates in the trade fairs and that is also a good place to gain the attraction of the
subscribers.
Product Evaluation
Competition Analysis
I. Competitor Identification
The telecom industry is one of the few technical industries that have intense internal competition.
With majority of the telecom companies of the country being multinational subsidiaries, who
have vast finances at their disposal, and the Bangladesh market providing a population of
roughly (and unofficially) around 200 million many of whom are intent of carrying more than
one subscription, competitive price wars are ever present. During the early years, Pacific
Bangladesh Telecom Limited (Citycell) dominated the industry due to the absence of
competition (Sheba Telecom struggled horribly to gain market share because of poor
infrastructure). However, during that period, customers were deprived of benefits as Citycell ran
a monopoly market focusing more on profit than on expansion. But with the introduction of
GrameenPhone and Aktel, The scenario changed significantly as call rates started to falter, with

16. GrameenPhone racking up market share through its improved area coverage and customer driven
products. The later injection of Egyptian company Orascom into Sheba Telecom, which renamed
its brand to Banglalink, triggered a price war that created a massive drop on both registration and
call rates. In December 2004 Government owned Teletalk BD Ltd. started its journey with the
slogan "Desher Taka Deshey Rakhun" ("Keep your Money in your Country"). Teletalk is the
first operator in the country that gave BTTB (now BTCL) incoming facility to its subscribers.
Warid Telecom International LLC, an Abu Dhabi based consortium, was the sixth mobile phone
carrier to enter the Bangladesh market, and launched commercial operations in May 2007. It has
since sold a majority 70% stake in the company to India's Bharti Airtel Limited.
Direct Competitors
Mobile phone operators covered Bangladesh include: Banglalink/Sheba (Orascom Telecom
Holding S.A.E), GrameenPhone (Telenor & Grameen Telecom Corporation,), Robi/Aktel
(Axiata Group Berhad & NTT DoCoMo INC), Citycell (Singtel, Pacific Group and Far East
Telecom), Airtel (Bharti Airtel & Warid Telecom International).
Distribution
Teletalk sales its products through its customer care centers and the dealers. It has only four
customer care centers which should be increased to give better service to its existing and
potential subscribers. Its distribution should be made better by making SIMs available in small
retail shops in every area.
Teletalk participates in the trade fairs and that is also a good place to gain the attraction of the
subscribers.
Teletalk has established their customer care point only in the divisional cities and the big citied
only. In their CCP’s they provides free services to their customer and also sells the mobile hand
sets, and mobile accessories.

17. Consumer Evaluation
Teletalk segments the market in three main categories. They are
 Demographic segmentation: Demographically Teletalk divided the market into three parts. They
are
 AGE: Teletalk’s target market is all the age groups but mostly the professional people,
general people and youths.
 Sex-wise: Teletalk does not differentiate sex wise. They are always aiming at both male
and female.
 Income: Teletalk aimed to the all income group.
 Geographic segmentation: Now they are mainly targeting the mass people. People who are in
income group are their target market. In Bangladesh, their majority sales come from the big
metropolitan cities and urban areas.
 Psychographic segmentation: Teletalk mainly segments the market based on psychographic
lifestyle, which means they consider their consumers life style to determine the segment.
Teletalk is for those, who want to experience something unique and trendy. This sort of nature
is mainly found within the each and every kind of generations who want to be connected with
people in anywhere at anytime.

18. Brand positioning
Positioning of Teletalk is mainly focused on each and every kind of people. No other telecom company
offers any service package which influences every people to make them feel having an image of being
connected with people in anywhere at anytime. The unique image of “Teletalk-Shadheenota” shows
that no particular packages are required to use for different purposes. Now people can have all facilities
in one SIM without using different SIMS for different package, Therefore, it will create a brand image
among people and if they feel comfort in using one SIM instead of using more than one SIM then we will
be able to create a value proposition with customers and can have the desired profits what is expected
and predicted.
The Big Idea
An important part of IMC promotional campaign is to determine the central theme which will become
the major selling idea. The big idea will conclude on the creative strategy. This will benefit the
consumer’s desire in various ways.
The big idea of Teletalk is their new package “ ” (Tag line: স্বাধীন দেশের স্বাধীন আশা). This is
their only big idea and they are designing their all IMC campaigns based on this idea. This package will
provide the lowest ever call rates of mobile to mobile call (including other operators and the same
operators). This idea will give Teletalk competitive advantage.
This big idea will be the strongest package of all times and it will also attract all mobile phone users’
attention. They are now competing with the telecom operators in a slow way which has brought them
behind but now with this campaign they can compete with the market leaders like GP or Banglalink.

19. The Creative Strategy
The Creative Strategy
The existing big idea of the Teletalk is “ ” (স্বাধীন দেশের স্বাধীন আশা).
Their creative movements such as TVC or other promotional tolls were built based
on this single idea. Their last promotional activity hasn’t changed their place so
we are changing the consumer perceptions by this idea.
Promotional Appeal
The advertisement has used rational appeal because its providing the viewers a
clear information about the offer that is “Teletalk to other operators 50paisa/min
and Teletalk to Teletalk 25paisa/min”. The advertisement has used humor appeal
as well. The creativity of the advertisement has made it humorous to the viewers.
Execution Technique
The execution technique of the advertisement is the slice-of-life. In the
advertisement demonstrate how the product and service can be used to solve
problem. The advertisement has promoted the offers of the package. Its an
informative and straight sell execution to communicate the package’s core
benefit.
Advertising Design
Based on our big idea we have designed a story board which will tell the whole
story.

20. The Story Board
Story Board 1
Story Board 1: In the first picture of the story board one, we see that a girl is talking to a circle
of three friends. Her mobile has no credit and she needs to call someone, so she asked these
guys for a mobile.

21. Story Board 2
Story Board 2: In the second picture of the story board two, we see that a person showed four
mobile phones that he is carrying and offering her. He is using four mobile phones to use
different services/packages of them.
Story Board 3
Story Board 3: In the third picture of the story board three, we see that another friend comes in
the situation and tells him that he uses only one mobile with the facilities that no operator can
beat. Lastly he gives his phone to the girl and walks away with the girl.

22. The IMC Tools
Advertising
1. To create an image which will reinforce the identity of TELECOM as a unique world
summit for the telecommunications community - industry and regulators alike - which
reflects the dynamism of the industry as a whole.
2. To provide a distinctive selection of news and analysis as well as feature stories to
stimulate the work of the media
3. To provide guidance and advice to exhibitors' Press Officers in their media relations
preparations
4. To plan, design and implement services that will maximize exhibitors' media exposure
and provide support to the media in their coverage.
 The context
A number of important trends in the international telecommunication environment are
profoundly affecting how telecommunications services are provided. The telecommunication
sector continues to be restructured. At the same time, the character of many operators and
manufacturers is changing, as monopoly gives way to competition in liberalized segments of the
telecommunication market.
The rapid development and convergence of telecommunications, computers broadcasting and
information technology is redefining the boundaries of the telecommunication industry, giving
rise to new product and service opportunities.
Global telecommunication consortia are emerging as a result of alliances, mergers and
acquisitions between national operators, and through the development of entirely new systems
potentially revolutionizing the very nature of international telecommunications, to be provided
increasingly on a transnational basis.
Advances in telecommunications have unified world financial, currency and commodity markets
in "real-time" trading systems, supported the development of global corporations, and changed
the distribution of work between developed and developing countries in the manufacturing and
service sectors. Telecommunications also exercise an important influence on worldwide
consumer demands, expectations and tastes, through the dissemination of advertising and
cultural products.
In the much broader context of sustainable global development, telecommunication is
interdependent with the other elements of economic and social development. They are mutually

23. reinforcing and should be pursued in ways that preserve and enhance the natural and human
environment. Since telecommunications are now recognized as an essential infrastructure for all
human development, universal access to at least basic telecommunication services - an objective
yet to be attained - should be viewed as fundamental by the international community.
In that context, TELECOM 95 intends to emphasize the interaction of technologies and markets
within an expanded communications marketplace.
 Targets
o General daily press (technology and business correspondents)
o General non-daily press
o Telecommunications and IT press
o Radio
o TV
o Electronic media
o News agencies
o Organizations media (governments and industry)
CSR (Corporate Social Responsibility) During the financial year:
Teletalk believes in the empowerment of the people as well as the power inherent in all of us to
collectively enforce positive change in our own lives. As a company still in its early years,
Teletalk Bangladesh Limited still engaged itself in several CSR activities. Notables among them
during the financial year have been described below:
1. Teletalk has established a short code SMS helpline for children with
disability/diseases
The “666 – Helpline for Children” was established with a view to create a specialized
fund for children with dire need of financial assistance. All SMS sent to this number
will be charged and the amount will be retained in a special fund. This fund will be
used for rehabilitation / treatment of the children.
2. Children’s art initiative
Teletalk has created an unique outlet to acknowledge and encourage children’s art.
With association from “Talent Promotion Initiative” Teletalk has arranged a children’s
art competition, where children have engaged in a day long painting competition with
Bangladeshi seasonal themes.

24. Teletalk Bangladesh Limited then published a special “Billboard Calendar” based on
selected pictures from the competitions.
3. Blanket Distribution Program
In Rangpur district Teletalk distributed 500 (Five Hundred) pieces of Blankets to the
distressed people in the winter through Anjuman Mofidul Islam.
4. Medical Treatment for Bushra:
Teletalk initiated a helping program for Bushra – a patient of blood cancer. One can
send SMS for Bushra to help raise fund for medical treatment. For a girl of 3 year old
needing bone marrow transplantation, Teletalk’s unique way of extending help as well
as including the community at large was appreciated.
5. Blood Donation Program:
Teletalk has sponsored and directly participated in voluntary blood donation program.
ORCA (Old Rajshahi Cadet Association) had organized a blood donation program
which was sponsored by Teletalk.
Media Advertising Schedule
Our TVC will be shown in major TV channels (BTV, NTV, ETV, ATN Bangla, Bangla Vision,
Boishakhi and Channel I) and the media broadcasting schedule is given in the chart. Local FM
radio channel (Radio Furti, Radio Today, Radio Amar and ABC Radio) will broadcast our radio
ads and the schedule is given below in the chart. We will be using print media (Newspapers and
Magazines). All the major newspapers and magazines will print our ads according to the charts
schedule. We will also be using outdoor media such as billboards, posters, leaflets, wall mural,
digital media, etc according to our schedule.
Media Channel January February March April
1 8 16 23 1 8 16 23 1 8 16 23 1 8 16 23
TV X X X X X X X X X X
Radio X X X X X X X X X
Print Media X X X X X X X X

25. Out Door X X X X X X X X X X
The promotional Budget
Promotion Plan Estimated % Ammount in TAKA
TVC
(Production &
Broadcasting)
40% 40,000,000 tk
Radio 15% 15,000,000 tk
Print Media 20% 20,000,000 tk
Outdoor
Media
15% 15,000,000 tk
Total 100% 100,000,000 tk

26. Recommendations:
1. Improvement of Relations with Customers: TELETALK should improve the quality of
their service, specially their behavior with the customers. They need enough skilled and
well-trained marketing officers who will be able to talk gently and can attract people by
his words of mouths.
2. Network Coverage: TELETALK should increase their network coverage because they
have got about 3, 00,000 consumers but don’t have enough network coverage to support
them. Their main competitor GP has a got a huge coverage. So to be in the market they
should increase the network coverage.
3. Billing Problem: TELETALK has got some billing problems. Sometimes unexpected
bill occurs. So they should make their system much better.
4. Making The Prepaid Card Available: TELETALK should give more dealer ship of
cards to make the card available everywhere. And they should supply cards timely so that
people will not face any problem to get cards.
5. Service Centers: They can increase the number of service center so that the consumer
can easily get their service. And if they increase their service center then people will be
able to buy their product directly from them.
6. Provide 24 hours Helpline service- Teletalk should have a good helpline. Unlike other
players, Teletalk lags behind in this area. Specailly Teletalk’s different packages, their
tariffs, switching from one package to another etc are the frequently asked questions by
its subscribers.
7. Reducing call charge- As Teletalk is the market follower, it has to be watchful about the
call rates of other players and take immediate steps to balance its call rate with others.
Otherwise, it can not penetrate the market.
Conclusion
Serving customer should get priority as far as the marketing concept is concerned. Customer
satisfaction is a function of perceived performance and expectation. Telecommunication being a
dominantly service oriented industry; its success mostly relies on the quality of service provided
to the customers. Customer service is of utmost importance when there are number of
competitors, competing with each other in terms of service quality and professionalism.

27. Bibliography
Advertising & Promotion. 8th
edition, ( Belch / Belch )
http://www.teletalk.com.bd/
http://en.wikipedia.org/wiki/Teletalk
http://www.google.com/search?q=teletalk&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-
US:official&client=firefox-a
http://mushfiq009.wordpress.com/%E2%80%9Coverview-of-mobile-telecommunication-
industry-in-bangladesh-%E2%80%9D/
http://mobilemela.com.bd/mobile/pakage.php?id=106&pakage-
title=%3Cb%3ETeletalk%20Shadheen%3C/b%3E%20Package.
http://www.thefinancialexpress-bd.com/more.php?news_id=96864
http://www.weeklyblitz.net/988/mobile-telecom-industry-in-bangladesh
http://jas.sagepub.com/content/45/6/610.abstract
http://www.scribd.com/doc/24644002/Consumer-Perseption-towards-telecom-services
http://www.itu.int/TELECOM/wt95/auth/mrpe.html