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Introduction
Banglalink is one of the leading cellular company in Bangladesh. Banglalink is new brand
name of Shebaworld (019), which has been providing Global Service of Mobile (GSM) in
the country since 1998. Orascom Telecom bought 100% share of Sheba Telecom and
gave its new name as Banglalink aiming to provide quality service in Bangladesh. It starts
since 2000. Within one year of launching it has become one of the leadingcellular
company by its effective marketing mix. Effective segmentation and target market strategy
it easily go to the knock of the people by introducing various package for the customers.
The company sets the price effectively. As a result people from various societies can get
the facilities of cellular company. For the promotional sector banglalink presents itself as
an icon to the other companies. Within a very short time it spreads its network coverage
and maintain an indirect distribution channel to reach the consumers. History
Orascom Telecoms one of the most dynamic telecommunications powerhouses in the
world. Orascom is based in Egypt and has operations in 11 countries worldwide.
Established in 1998, it is today the largest capitalized company on the Cairo & Alexandria
Stock Exchanges with over 11 million subscribers worldwide. It has grown to be one of the
largest and most diversified GSM network operator in the Middle East, Africa and Asia
Orascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.)
Limited (“Sheba”) in September 2004. OTH operates a GSM network in Bangladesh and
provides a range of prepaid and postpaid voice, data and multimedia telecommunications
services. As of March, 2006, Banglalink served more than 1.5 million subscribers.
Banglalink estimates that it had a 13.1% market share of total mobile subscribers in
Bangladesh.
Banglalink’s license is a nationwide 15-year GSM license that expires in November 2011.
It was acquired for US$ 60 million and re-branded and launched its services under
“Banglalink” in February 2005.

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Mission
Banglalink has a specie mission through which to deliver innovative, customer focused
products and to be the benchmark for customer service excellence.’
Vision
“Banglalink understands people’s need best and will create and deliver appropriate
Communication services to improve people’s life and make it easier”
Objectives
 Number one Telecom Company in Bangladesh.
 Have the largest coverage.
 Have the greatest number of customer.
 Researching and resolving customer highlighted issues and problems.
 Retain valuable customers for the company as well as generate revenue and
increase company’s profitability.
 Maintain a management culture of high performance and strong accountability.
 Treat customers with courtesy, respect and consideration at all the times.
Slogan
“Start Something New”
Situation Analysis
Banglalink posse’s good information about the market knows a great deal about the
common attributes of the most valued customer. Before launching its experienced and
prompt sell and marketing force observed the market carefully and better understood who
is served, what is their specific needs and the way to communicate with the customers
need and demand.
Market Needs
Banglalink is providing a wide range of services for its valued customers. The company
seeks following benefits that are important for its customers.
Quality Service
Banglalink is providing quality service to the employers. The customers don’t like the
network problem and slow networking system. Banglalink recruits high professional
employees and experts to make the network available for the customers. It is the company
which expands its network all over the country within the shortest period of time after
starting its operation. Banglalink is committed to its customer about the quality service.

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Customer Service
Banglalink has both online and physical customer care service for its customers. The
valued customer can solve the problems over mobile phone dialing 121. It has also
customer care service all over the country mainly in the city areas. But the centers are too
limited to meet the huge demand. Now at this banglalink is expanding its customer care
centers and upgrading its quality. Banglalink is committed to meet the customer demand
and problem as soon as possible.
Service at Low Price
Before Banglalink starts its operation the tariff was higher than any other period. At that
time the three mobile companies charged tk. 6 for per minute outgoing calls and tk.2 for
per sms. But the company was committed to provide quality service at a lowest price. As a
result Banglalink is the fastest growing telecom company in Bangladesh. This is because
of providing quality service at a lowest price.
Banglalink have started its first operation in Bangladesh in 2005. The products have been
well received and the marketing is the key to the development of its brand image as well
as the growth of the customer base. Banglalink now offering different packages for the
customers but at the begging year they offered packages as well as different mobile sets
for the customer.
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. For this BANGLALINK have made a various type of
Target Customer
Teenager
lower-
middle
class
Upper
class

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customization in phone lines and phone set along with different prices are charged against
each segment of the target market. Below the various types of mobile phone sets, lines,
prices and the billing system offered by BANGLALINK are discussed related to
geographic, demographic, and psycho-graphic segmentations.
Segmentation
Banglalink deals in an oligopoly market structure. Here the mobile companies have little or
no difference in commodities they sell. Therefore the packaging and marketing positioning
plays a vital role in business success.
Banglalink has segmented its market by using multiple bases. It has primarily done that on
the basis of demographic aspect. The key factors here are:
 Relation
 Income
 Occupation
Banglalink then went for Behavioral segmentation, based on:
 User status
 User rate
 Loyalty
*Occupation
*User Status
*Income
*User Rate
*Relation
*Loyalty

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Marketing Strategy and Marketing Mix
Product & Price
Banglalink
Post-paidPre-paid

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Package
Banglalink has got different type of customer oriented packages for the customers.
Banglalink mainly two types of packages. They are
Pre-paid Packages
Post-paid Packages
Pre-Paid Packages
Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you the
freedom to use your mobile within your budget. It is an excellent way to speak your
language.
The products, banglalink Prepaid has network mobility feature which helps a subscriber to
move around where banglalink has its coverage.
Prepaid packages here
BANGLALINK PLAY
banglalink play highlights
 18 fnf (any operator) with best fnf rates in the market
 one special fnf @ 0.5 paisa/sec
 sms to fnf and special fnf number: 29p/sms
 mms to all banglalink number: 29p/mms
 special data pack-5 MB @ tk. 2/day
 data pack gifting between members of this package
 subscribers can now enjoy 5 MB at tk. 2+vat by purchasing 3G starter pack, along with 5
sms and 5 mms (banglalink to banglalink only) completely free!
 to activate the daily starter pack at tk. 2+vat and get 5 MB internet, 5 sms & 5 mms dial
*5000*513#
BANGLALINK DESH
banglalink desh highlights
 3 fnf to any operator
 10 second pulse
 only 10paisa/ 10 second to banglalink fnf number
BANGLALINK DESH HELLO PACKAGE
banglalinkdeshhellopackage highlights
 lowest10 paisa/10 secondcall rate to other operators
 1 special fnf atonly5 paisa/10second
 10 secondpulse
BANGLALINK DESH EK RATE

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banglalink desh ek rate highlights
 simple tariff plan
 flat rate to all operator
 10 second pulse
Manikjor packege
Post-paid packages here
BANGLALINK INSPIRE
banglalinkinspire bringsspecial new featuresforpost-paidsubscriberswithremarkablylow call rates,
alongwiththe lotsof fnf numbersandmanyotherservicesandfacilities!
thisexclusivepost-paidconnectionincludes:
 no securitydepositisrequiredforautobill paysubscribers.
 everynewconnectioncomeswith300sms/monthtoany operator,500 mms/month,100
mb/monthinternet,amartune subscriptionandnewsservicesubscriptionfreeforthe first3
months.
 enjoyyourbanglalinkinspire connectionwithzeroline rent(withoutanyconditions).
 up to 11% loyaltydiscountonusage.
 7 fnf numberstoany mobile operator: 60 paisa/mintobanglalink fnf numbersand84 paisa/minto
otheroperators’ fnf numbers.
 all fnf and cug rateshave 10 secondpulse.
 only42 paisa/minute on2supplementarynumbers.
 only45 paisa/minute for24hours withinthe same professionalgroup.
 attractive call ratesfor 24 hours.
 customeralsocan get thisinfofrom*121#
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
 best call rates 24 hours with 1 second pulse
 field force locator service
 closed user group (cug)
 attractive bundle package
 best rates in 5 fnf numbers

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 bonus on recharge.
 bonus on incoming
 benefits of banglalink sme call & control
 attractive connection price and special start up offers.
 easy account recharge through scratch card or i’top-up.
Pricing Strategy
There are five heavy weight companies in the market and as a result banglalink has to be
very careful in setting the price of the packages.
We know there are two strategies to set price. Market skimming that is setting price at the
highest level that accompany can set. And the penetration pricing that is setting the lowest
price for the new product.
Banglalink follows the penetration strategy to set the price. Banglalink offers the lowest
price in the market. Because of the market is very competitive and the company has to
hold the market share. On the other hand the consumers want the cheaper rate. As a
result the company selects the lowest price and become successful in this regard.
Market Positioning
Falling in love! As entrepreneurs, we do it every day. Our passionate belief in, and
commitment to, our product (or service) makes all things seem possible. The most
successful entrepreneurs learn to transform their passion into position.
 Positioning is a perceptual location

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 Close to customer Accommodation
 Commercial area
 Magnificent Pleases
It's where your product or service fits into the marketplace. Effective positioning puts you
first in line in the minds of potential customers. As individuals, we continually position
ourselves. The responsible older sibling, the class clown, a number cruncher, a super
genius are all examples of positioning. These identifiers help us define ourselves and
distinguish our abilities as unique and different from other people.
Positioning is a powerful tool that allows you to create an image. And image is the outward
representation of being who you want to be, doing what you want to do, and having what
you want to have. Positioning yourself can lead to personal fulfillment. Being positioned by
someone else restricts your choices and limits your opportunities.
That's why it's so important for entrepreneurs to transform their passion into a market
position. If you don't define your product or service, a competitor will do it for you. Your
position in the market place evolves from the defining characteristics of your product. The
primary elements of positioning are:
Promotional Activities
Banglalink has taken on diversified promotional activities, ranging from television
advertisements to billboards, from special festival offer to public transport sponsorships.
Banglalink has classified its promotional activities into two lines:
I. ATL (Above the Line)
II. BTL (Below the Line

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Above the Line:
ATL activities include billboard promotion, newspaper & TV advertisement, event
sponsorship, bus and event based packages. These promotions are described below-
Billboard
Billboards are visual media used for promotion and are found passing through a major
roads. These billboards of Banglalink generally include its call rates or charges. Billboards
are very effective for attracting general customers.
Newspaper
Newspapers are the most powerful media to reach to the mass. Banglalink is now
continuing its promotional activities in the renowned Bengali & English dailies. In the
newspapers, Banglalink generally includes their latest packages and offers they are going
to their customers.

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TV advertisement
It seems to be the major promotional activities for banglalink. Various advertisements of
banglalink can be seen now and then on the renowned TV channels showing positioning
facilities, customer's opinion about their service and network coverage.
For example the 'ladies first' sim advertisement shows women of all walk of life and the
necessity of conversation by mobile for her and banglalink is providing minimum charge.
Event sponsorship
Banglalink is also promoting and trying to position its product in customers mind by
sponsoring some special events. Some of the special events are following on which it has
sponsored:
Bus

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Banglalink also sponsored in communication system. For example Banglalink sponsors in
Rajdhani Express Super Bus. That is the reason Banglalink logo is painted all over in this
bus.
SWOTAnalysis
Strength
Banglalink has some separatestrength by which it is rapidly increasing its market share
and attracting customer.
 Low call rate
 Large network coverage
 Large investment
 Low sim rate
 Good number of media partner
 Company image
 Existing Channel
 Well management capability

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 Expert marketing people
 Skilled worker
 Capability to finance
Weakness
It also has some weakness by which its performance is being greatly hampered.
 Lack of experience
 Short of sales people
 Newly established
 Small number of customer
 No brand reputation
 Bad reputation ‘Sheba”
Opportunity:
 New products idea
 Large market Availability of raw materials
 Bankable project
 Low price of raw materials
 Good amount of reinvestment
 Good support from mother company
 High technological networking system
 Large number of customer
 Could develop new product
 Profit margin will be good
 Could seek best supplier deals
Threats:
There also some future threats for Banglalink,which can kick off Banglalink from
operations.So,Banglalink should tactfully overcome these threats
 Existing competitor
 Political unrest
 Extortion and rising crimes
 New competitors

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Recommendation
We recommend this point for banglalink to develop its product & service.
 Making new package
 Ensure strong network
 Making low Price
 Build strong customerrelationship
 Satisfaction customerservice
 Home delivery service
 Add new features
Conclusion
With an aspiring enterprise mission, objective and operational oversight, Banglalink can
acquire a domain of influence. At the same time, it has to maintain some general
operating policies and procedures like- employee insurance plan or a corporate wide
communications system.
The positioning of mobile companies is mostly determined by network service and
coverage. Then it needs to develop the features of the products and value additions to
achieve comparative advantage in market competition. The more mobile companies
expand their coverage and maintain quality, the better the products acquire position in the
market. Banglalink gives the highest importance on the quality of the coverage to ensure
that the customers have the best experience while using the service.

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Refference
 http://www.assignmentpoint.com/business/marketing-business/presentation-on-
marketing-plan-of-banglalink.html
 https://www.scribd.com/doc/24508251/Banglalink-report#scribd
 http://www.slideshare.net/jissahmed/a-presentation-on-promotional-tools-of-banglalink
 Www.Banglalink.com.bd
 https://www.google.com.bd/search?q=banglalink.&oq=banglalink.&aqs=chrome..69i57j69
i60j69i65l3j69i60.768j0j4&sourceid=chrome&es_sm=122&ie=UTF-8

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