The document discusses proposed changes to prepaid phone packages offered by Citycell in Bangladesh. It notes there are currently 26 prepaid packages but high levels of churn. The proposal is to consolidate packages into 9 simpler offerings focused on customer needs. This would increase customer attachment through more engaging bonus structures and competitive call rates. Research found customers prefer bonus offers and want competitive call rates. The revamp aims to increase revenue through higher call volumes without extra costs. Above-the-line advertising on TV, radio and newspapers would promote the new packages, while below-the-line SMS and digital marketing would engage customers.
Client Proposal V1 March_ 2017 for Irish and UK clients (SME & Current Call Centres) to partially off shore some operations to the Philippine Call Centres with www.talkbpo.net, due to significant increase contribution margins and reduction in operation cost for semi to low skilled tasks.
Client Proposal V1 March_ 2017 for Irish and UK clients (SME & Current Call Centres) to partially off shore some operations to the Philippine Call Centres with www.talkbpo.net, due to significant increase contribution margins and reduction in operation cost for semi to low skilled tasks.
An Advanced Analytics Approach to Resource Allocation Optimization & MCM Anal...Eric Levin
View our presentation from the PMSA 2017 European Summit in Basel.
Abstract: Pharmaceutical companies spend a significant portion of their sales revenue on promoting brands through various marketing channels even in emerging markets. While a major part of the promotional budget is spent on Field Force visits, other promotional activities are equally resource intensive. In the world of competitive spending, companies are likely to overspend on some brands and channels, and underspend on the rest if not guided by insights based on data. However, an optimization study conducted at a high level may not yield the optimal benefit for the business if such a study is not in sync with the local realities of the market space.
Objectives:
• How uncovering hidden opportunities within and across portfolios of brands for boosting sales growth & reach forecast goals
• Using econometric modelling approach, the impact (incremental sales) of channels are quantified at the most granular level (territory, brick, etc.)
• How to employ non-linear optimization techniques for Bottoms Up sales and profit maximization for optimizing resources at most granular level (territory, brick, etc.)
Carlos bantulan jr. vmobile presentationmochivoz12
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INSTEAD YANG PAGDUDAHAN MO, DAPAT PAGDUDAHAN MO KUNG BAKIT HANGGANG NGAYON,
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HINDI MO KAILANGAN PA MAGDEMO DEMO NG MGA GAMOT O KAHIT ANONG PAMPAPUTI!
I do not usually post earnings, but some are asking for PROOFS if this is real.
I hope this can help you decide.
FOR MORE INFO...PM OR CONTACT ME:
CARLOS BANTULAN JR.
09167067339
mochivoz12@yahoo.com
3. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Current Scenario - Prepaid Packages In IN
At present - 26 Pre-paid Packages26 Pre-paid Packages active in the IN
PACKAGE NAME SUBSCRIPTION
⇒PCO OLD 47,929
⇒PCO NEW 11,998
⇒PCO_OPTIONAL 51
⇒ABSOLUTE PROFESSIONAL 604
⇒PROFESSIONAL 2,466
⇒NEWAY BD 248
⇒PROTTOY REGULAR 9,943
⇒PROTTOY SPECIAL 707
⇒SME 2,552
⇒E-TOP-UP 47,515
⇒HELLO EVERYONE (TEST) ---
⇒WINBACK 1,410,632
⇒CASHBACK 2,089
PACKAGE NAME SUBSCRIPTION
⇒ANANDA 216,102
⇒CITYCELL ONE 79 34,146
⇒CITYCELL TEN 828
⇒ULLASH 6,885
⇒UTSHOB 6,014
⇒PBTL FAMILY MEMBERS 510
⇒CITYCELL ONE/NISHORTO 27,774
⇒CITYCELL ONE 85 5,708
⇒CITYCELL ONE 129,549
⇒ZOOM ULTRA 223,325
⇒ULTRA SMART 205,117
⇒CHURN ZOOM ULTRA 21,726
⇒CHURN ANANDA/NISHORTO 23,086
4. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Current Scenario - Active Prepaid Subscribers
PACKAGE NAME ACTIVE SUBs
PCO OLD 13,832
PCO NEW 1,951
PCO_OPTIONAL 51
ABSOLUTE PROFESSIONAL 308
PROFESSIONAL 893
NEWAY BD 8
PROTTOY REGULAR 4,174
PROTTOY SPECIAL 160
SME 904
E-TOP-UP 3,563
HELLO EVERYONE (TEST) 0
WINBACK 22,697
CASHBACK 896
PACKAGE NAME ACTIVE SUBs
ANANDA 27,650
CITYCELL ONE 7,911,082
CITYCELL TEN 336
ULLASH 3,275
UTSHOB 2,782
PBTL FAMILY MEMBERS 3
CITYCELL ONE/NISHORTO 14,928
CITYCELL ONE 85 3,207
CITYCELL ONE 72,001
ZOOM ULTRA 1,714
ULTRA SMART 507
CHURN ZOOM ULTRA 138
CHURN ANANDA/NISHORTO 2,453
5. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Feature:
Talk Time Bonus (On net
& Off net) & SMS Bonus (On net)
Eligible Packages For Campaigns
Feature:
Talk Time Bonus (Off net)
& SMS Bonus (On net)
User
6. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Current Shortcoming
Focus:
Not able to bring few segments focused on the customer.
Tariff Variation:
Not able to change the existing;
Consumer Attachment:
• Less Customer Engagement
• Less Customer Satisfaction
• Less Customer Loyalty
7. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Reason of the Revamp
Reduction of Packages:
Consolidating packages to create more focused group
Efficient bonus consumption with effective tariff
Bringing more customers into main revenue stream
Increase customer attachment
Operation excellence for internal stakeholders
9. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Revamping Proposal
Modality – “Simple Plan”
Total number of packages (26) will be reduced or
consolidated to plain packages (09)
Tariff of Ananda package will be 30 paisa on-net and
108 paisa off-net with 01 second pulse (flat rate)
Highlighting factor - “jekono Citycell number-e kotha
bolun shobche shasroi rate jekono shomoy”
For rest of the packages, customers will be getting the best
rate among the similar group
Newly designed packages have effective tariff plan
The following packages are designed such way, it can meet
the demand of all ranges of customers.
10. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Package Type – Current Vs. Proposed
CURRENT TYPE PROPOSED
PCO OLD PCO PCO NEW
PCO NEW PCO PCO NEW
PCO_OPTIONAL PCO PCO NEW
ABSOLUTE PROFESSIONAL SME SME
PROFESSIONAL SME SME
NEWAY BD SME SME
PROTTOY REGULAR SME SME
PROTTOY SPECIAL SME SME
SME SME SME
Listed old package & proposed package along with respective types
11. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Package Type – Current Vs. Proposed (Cont.)
CURRENT TYPE PROPOSED
CASHBACK VOICE (CONSUMER) ANANDA
ANANDA VOICE (CONSUMER) ANANDA
CITYCELL ONE 79 VOICE (CONSUMER) ANANDA
CITYCELL TEN VOICE (CONSUMER) ANANDA
ULLASH VOICE (CONSUMER) ANANDA
UTSHOB VOICE (CONSUMER) ANANDA
ZOOM ULTRA VOICE (CONSUMER) ZOOM ULTRA
ULTRA SMART VOICE (CONSUMER) ZOOM ULTRA
CHURN ANANDA /NISSHORTO VOICE CHURN CHURN ANANDA /NISSHORTO
CHURN ZOOM ULTRA DATA CHURN CHURN ZOOM ULTRA
12. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
REVENUE MAXIMIZATION WAY FORWARDREVENUE MAXIMIZATION WAY FORWARD
13. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Proposed Plans for SME & PCO
SME Package Subscribers will get Usage Based Bonus offer
Subscribers of SME packages will be excluded from regular usage bonus
PCO Package Subscribers will get Recharge Based Bonus offer
Subscribers of PCO packages will be excluded from regular recharge bonus
Usage Amount Bonus Validity Bonus Percentage
Tk. 500/- or more Tk. 300/- 10 days 60% (at best)
Tk. 300 – 499/- Tk. 100/- 5 days 20% (maximum)
Tk. 150 – 299/- Tk. 50/- 3 days 16% (maximum)
Less than Tk. 149 N/A N/A N/A
Recharge Amount Bonus Validity Bonus Percentage
Tk. 500/- or more Tk. 200/- 10 days 40% (at best)
Tk. 300 – 499/- Tk. 150/- 5 days 30% (maximum)
Tk. 150 – 299/- Tk. 50/- 3 days 16% (maximum)
Less than Tk. 149 N/A N/A N/A
14. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Immediate Impact
Better customer orientation
Smooth operational flow for internal stakeholders
• Bonus processing
• Reduction in processing for BTL campaigns
Revenue maximization without CapEx involvement
Improved bonus management
Enhanced package management
Scope to appeal new customers
Grow the interest of the stake holders
Simpler plan can generate more brand loyalty
15. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Revenue Impact
Projected Call Volume
% of revenue increase
On Net Off Net
03% increase 7.2 % 6.2 %
05% increase 9.3 % 8.2 %
Same as current scenario 4.2 % 3.2 %
02% decrease from current scenario (worst case scenario) 2.2 % 1.2 %
It is assumed that, if we revamp existing prepaid packages, the revenue will be
increased even if the minutes of the usage remains same or decreases by 02%
Scenario 1: If the call duration increases by 03% ▲ total revenue increases by 6.7% ▲
Scenario 2: If the call duration increases by 05% ▲ total revenue increases by 8.7% ▲
Scenario 3: If the call duration remains the same ↕↕ total revenue increases by 3.7% ▲
Scenario 4(worst case scenario): If the call duration decreases by 2% ▼ total revenue
increases by 1.7% ▲
17. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Analysis and Insights
Based on the present crisis we have designed a questionnaire and
conducted a research among our valued prepaid customer.
We have come up with the finding listed below:
Age – 46+, 20-35 (38%)
Education – Graduation
Income – BDT 20,000+
Monthly Recharge – BDT 500
Demographic & Psychographic Findings
18. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Demographic & Psychographic Findings
Other Operator – Airtell (7%)
Reason for using Other Operator – Unique
Call Rate (28%), FnF & 1 Sec Pulse – (8%)
Preferred Awareness Media – TV 32% &
SMS (31%)
Package Preference - Bonus offer,
Recharge bonus
19. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Package Preference
Feature Likeliness – Call Rate (45%)
Preferred Offer – Bonus on Recharge (41%), Instant Bonus (31%)
Area to Focus – Privilege Offer
22. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
BRANDING STRATEGYBRANDING STRATEGY
Brand strategy is a long-term plan for promoting the revamp in such order to
achieve the maximum awareness. A well executed brand strategy can affects all
aspects of a business and create real impact to consumer lifestyle and behavior
24. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
ABOVE THE LINE (ATL) CAMPAIGN STRATEGYABOVE THE LINE (ATL) CAMPAIGN STRATEGY
25. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Positioning of ATL Campaign
PrintPrint TVTV RadioRadio
Yearly
Campaign
Commercial
AD
Branding
Campaign
Guerilla
Campaign
26. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL)
To get the maximize coverage for revamping –
ATL Communication will create an extra mileage.
ATL is the best way to get the expected exposure
from mass media.
64.30%
23.40%
11.20%
1.10%
Television Press Radio Others
Chart: Popular media of communication
Source: OMD Singapore – Media Search for Bangladesh – by Benchmark
27. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – TV
0
1
2
3
4
5
Engagement
Recall
WOMViewership
Cost
With the proliferation of new media, communication devices and the
significant increase in the number of television channels, branding
through TV has become more important and significant to attract
viewers and influence their viewing behavior.
28. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – TV
TV Day part Analysis
Weekdays still has the higher viewership
• A good number of female spend time watching TV
during noon
• Highest peak is still during primetime 9-10:30pm
where family is complete and gets together
Source: OMD Singapore – Media Search for Bangladesh – by Benchmark
29. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – Radio
0
1
2
3
4
5
Engagement
Recall
WOMListenership
Cost
From 2006 to 2014, FM Radio station has increased from 1 to now 8. There
are more than 500,000 listeners everyday. Radio still manage to be popular
to some specific listener, which matches our database.
30. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – Radio
Radio listenership peaks during high traffic time periods in Bangladesh. But
important to note that the strongest peak happens during late night (11pm-
12:30am)
Chart: Listenership trend during 6.00 AM to 2.00 AM
Source: OMD Singapore – Media Search for Bangladesh – by Benchmark
31. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – Newspaper
0
1
2
3
4
5
Engagement
Recall
WOMReadership
Cost
Spends for press is seen to be growing from 2006 – 2011.
The readership of newspaper has been a popular way of
communication since 1990.
32. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Above The Line (ATL) – Newspaper
The readership of newspaper is still higher at home and
office. However, it is a effective way of communicating
our target consumer.
Chart: Places where people read newspaper
Source: OMD Singapore – Media Search for Bangladesh – by Benchmark
33. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Preferred Media (Based on Reach, Frequency and our TG)
RADIORADIO
TVTV
NEWSPAPERNEWSPAPER
34. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
BELOW THE LINE (BTL) CAMPAIGN STRATEGYBELOW THE LINE (BTL) CAMPAIGN STRATEGY
36. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
SMSSMS
OBD PushOBD Push
SMS
Response
SMS
Response
VAS InsertVAS Insert
Cell
Notification
Cell
Notification
In BillIn Bill
AD – RBTAD – RBT
VoiceVoice
Below The Line (BTL) Campaign - Overview
37. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
we have the following method of communication for BTL
micro campaigns.
It would also be a suggestion (if I may) that we include IVR
based broadcasting as well because this is more cost
effective and time efficient as well.
As regards to RDC or OBD call we might incur expenses
which “might not” be that effective in regards to micro
campaign on a weekly basis. However the rest is your call.
38. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
THROUGH THE LINE (TTL) CAMPAIGN STRATEGYTHROUGH THE LINE (TTL) CAMPAIGN STRATEGY
39. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
WEB
7m+ people with “Large Screen” internet access in Bangladesh
11.2m+ people use internet weekly
70m+ expected growth of 10X by 2020
31%+ of total population have been using internet in the year of 2015
40. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
WEB
Bangladesh Local Internet Users by Day of Week
41. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Social Media
Social media plays significant role in branding a product/service
Popular Media: FB, Linkedin, Pinterest, GooglePlus, Instagram
51% People believes on shared
post on fb
32% People believes – fb helps to
gather knowledge
79.57% people want to share
recent activities with friends
37% People logged in on fb
minimum of twice a day
37% People spend more
than two hours on fb
68%People think, FB is a major
media for marketing
fb, the Best way to give
them an identity
42. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Importance of Online Branding
facebook is the most browsing site in Bangladesh followed by google and youtube
A more personalized approach to pitching a product/brand
Build more customer trust and loyalty; best way to get the opinions of the customers
Easiest way to get the brand established and making others aware
Most rational way to develop brand reputation by providing effective customer service
Future Decisions Making Trend; Source – IBM: Stretched to Strengthened: Insights from Global Chief Marketing Expart
Research says – 60% of consumers researching products through multiple online sources
learned about a specific brand or retailer through social networking sites. Active social media
users are more likely to read product reviews online, and 3 out of 5 create their own. Women
are more likely than men to tell others about products that they like (WOM – 81% of females
vs. 72% of males). Overall, consumer-generated reviews and product ratings are the most
preferred sources of product information among social media users.
44. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Point of Sale Materials (POSM)
Chart: Popular POSM in Bangladesh
Source: ACNielsen Bangladesh; Understanding the Importance of Branding in Bangladeshi
Telecom Industry in (BBA 2014)
Importance of POSM:
Increase brand awareness and enhance brand image
Ensure that product launches and promotional offers are
noticed
Increase impulse buying and product rotation
Clear sign positioning
Increase sales volume by increasing brand reconcilability.
Make the product stand out in sales area
Navigate customers
45. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Fair & Event
Effective way to get aligned with the brand persona
Best way to get the attention of the target audience
A successful event can be the life time experience for the customer
Best way to promote brand, product or services
Promotional Branding is a way to get your company noticed, as well as conveying the
right message to potential customers
Event branding is popular at outdoor events such as festivals, historic squares and
exhibition halls
It is a cost-effective way of communicating with the customers
Persistence of Fair & EventPersistence of Fair & Event
46. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
OUT OF HOME (OOH) CAMPAIGN STRATEGYOUT OF HOME (OOH) CAMPAIGN STRATEGY
48. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
GUERILLAGUERILLA CAMPAIGNCAMPAIGN (Unconventional Brand Communication)(Unconventional Brand Communication)
Strategy of Guerilla campaign is basically designed targeting small occasion to
promote in an unconventional way that can involves customer in a high grasping
manner which can grab the attention in more personal and memorable approach
49. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
GuerillaGuerilla Campaign – Unconventional Brand CommunicationCampaign – Unconventional Brand Communication
50. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Unconventional Brand CommunicationUnconventional Brand Communication
51. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
YEARLY CAMPAIGNYEARLY CAMPAIGN
Yearly plan has been designed such way that it includes significant
yearly celebrating days aligned with our proposed regular package offer
52. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Yearly Campaign Plan
Date Name of the Campaign Type Duration Campaign/Month
Jan
New Year Campaign Special Offer 1 Week
6
Bundle SMS Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Winback Regular Offer 1 Week
Ijtema Offer (combo) Special Offer 1 Week
Char Choka Campaign (combo) Regular Offer 1 Week
Feb
Valentine's Day Campaign Special Offer 1 Week
4
21st February Campaign Special Offer 1 Week
Recharge Bonus Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Mar
Women's Day Cmapaign Special Offer 1 Week
7
Usage Bonus Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Winback Regular Offer 1 Week
Children's Day Campaign Special Offer 1 Week
Independence Day Campaign Special Offer 1 Week
53. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Yearly Campaign Plan
Date Name of the Campaign Type Duration Campaign/Month
Apr
Pohela Boishak Uthshob Special Offer 1 Week
6
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Mradha Day Campaign Special Campaign 1 Week
May
Mother's Day Campaign Special Offer 1 Week
5
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Jun
Father's Day Campaign Special Offer 1 Week
5
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
54. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Yearly Campaign Plan
Date Name of the Campaign Type Duration Campaign/Month
Jul
Eid Offer Special Offer 1 Week
5
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Aug
Friendship Day Offer Special Offer 1 Week
6
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
World Youth Week Campaign Uthdam Offer 1 Week
Sep
Eid Offer Special Offer 1 Week
4
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
55. www.citycell.com c2010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Yearly Campaign Plan
Date Name of the Campaign Type Duration Campaign/Month
Oct
Winback Regular Offer 1 Week
4
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Nov
Patriotic Campaign Regular Offer 1 Week
5
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Dec
Independence Day Offer Bijoyer Uthshob 1 Week
5
Winback Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Char Chokka (combo) Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
In the yearlong there will be tentative 58 campaign