Executive Summary
Airtel Telecom is Bangladesh’s sixth mobile operator with a customer base of one and half million. airtel Telecom’s operational activities in Bangladesh will aim to achieve a new and modern corporate identity, which is congruent with the dynamic changes taking place in the telecom industry of Bangladesh today. With a reflection of a new strategy, their aim is to be perceived not only as a telecommunication operator of voice services, but also as a universal provider of comprehensive communications services for both residential and business customers.
The topic of the report is –“Branding and promotional strategies of airtel Telecom in Bangladesh”. As a new operator, airtel uses both branding and promotional strategies to introduce their offers into the most crowded mobile market. They gives individual brand name for their different offers. They uses more promotional activities such as advertising, sales promotion, sponsorship program, public relation. airtel also help flood affected people. And airtel always evaluate their advertising effectiveness to recover the service gap.
While preparing the internship report some primary data are collected from the personnel of airtel. The customer opinion on branding and promotions of airtel Telecom is also used in this report. The data are analyzed through using MS Excel.
Introduction:
Mobile phone means a device that transmits voice or data, using radio waves to communicate with radio antennas placed within adjacent geographic areas called cells. It is a very common source of communication in these days. Most of the people are using mobile phone in the city and the urban areas. Telecommunication linked with satellites. It brings about revolutionary changes in communication. New STD (Standard) and ISD (International System for Dialog) facilities have made communication an instantaneous process. The world appears to have contracted or been squeezed into a small room in which, given certain facilities, it is possible to communicate with anyone in any part of the world.
Technologies Used in Mobile Phone:
Based on the technology mobile is divided into two types-
GSM: GSM stands for “Global System for Mobile”. GSM is mostly a European system and is largely unused in the US. GSM is interesting in that it uses a modified and far more efficient version of TDMA (Time Division Multiple Access) and FDMA (Frequency Division Multiple Access). GSM is the combination of TDMA and FDMA. GSM keeps the idea of timeslots and frequency channels, but corrects several major shortcomings
CDMA: CDMA stands for “Code Division Multiple Access” and is both the most interesting and the hardest to implement multiplexing method. CDMA has been likened to a party: When everyone talks at once, no one can be understood, however, if everyone speaks a different language, then they can be understood. CDMA systems have no channels, but instead encode each call as a coded sequence across the entire frequency spectrum. Each conversation is modulated, in the digital domain, with a unique code (called a pseudo-noise code) that makes it distinguishable from the other calls in the frequency spectrum. Using a correlation calculation and the code the call was encoded with, the digital audio signal can be extracted from the other signals being broadcast by other phones on the network. From the perspective of one call, upon extracting the signal, everything else appears to be low-level noise. As long as there is sufficient separation between the codes (said to be mutually orthogonal), the noise level will be low enough to recover the digital signal. Each signal is not, in fact,
spread across the whole spectrum (12.5 MHz for traditional cellular or 60 MHz in PCS cellular), but is spread across 1.25 MHz “pass-bands.” CDMA systems are the latest technology on the market and are already eclipsing TDMA in terms of cost and call quality. Since CDMA offers far greater capacity and variable data rates depending on the audio activity, many more users can be fit into a given frequency spectrum and higher audio quality can be provide.
b. A Technical Comparison between GSM and CDMA Technology:
Advantages of GSM:
GSM is already used worldwide with over 450 million subscribers.
It offers international roaming facility to the subscribers.
GSM is matured enough; it started in the mid-80s. It means a more stable network with strong features.
GSM’s maturity means engineers cut their teeth on the technology, creating an unconscious preference.
The availability of Subscriber Identity Modules (SIM).
Disadvantages of GSM:
Lack of access to rapidly increasing US market.
Advantages of CDMA include:
Increased cellular communications security.
Immediate conversations, less call drops, strong network.
Low power requirements and a little cell-to-cell coordination needed by operators.
Extended reach – beneficial to rural users situated far from cells.
Disadvantages of CDMA include:
Due to its proprietary nature, all of CDMA’s flaws are not known to the engineering community for solving.
CDMA is relatively new, and the network is not as mature as GSM.
CDMA cannot offer International Roaming, a large GSM advantage.
From the above discussion we can say that GSM technology based on the combination of TDMA and FDMA being better in today’s mobile communication.
c.Telecommunication Cycle:
The transmission of the sender’s ideas to the receiver and the receiver’s feedback or reaction to the sender constitute the telecommunication cycle. The main steps of this cycle is as follows-
Input: – the information or ideas the sender wants to send to the receiver.
Channel: – fax, phone call, electronic mail, etc.
Massage: – the actual massage that is send.
Output: – the information the receiver gets.
Feedback: – the receiver’s response (or non-response) to the massage.
Brain drain: – the possibility of misunderstanding at any step.
We can illustrate this cycle in the following way:-
At present, six different mobile companies are providing mobile phone connections in Bangladesh. In compare to the big population it is becoming a huge market for mobile phone service companies. Every company is trying to provide as much facilities as possible to do marketing campaign with there. TM International (Bangladesh) Limited is formed a huge demand in this sector. The company known with its brand name as Airtel across the country has more than two million subscribers both in Pre-paid and Post-paid forms.
Origin of the Report:
Each professional degree needs practical knowledge of the respective field of discipline to be fruitful. Our MBA program also has an Internship Program, relating to the exchange of theoretical knowledge into the real life. This report entitled “Customer Service in Airtel”. The main purpose of the preparation of the report is due to the partial fulfillment of the Internship Program of MBA Program conducted by the Department of Business Administration, SoutheastUniversity.
Objectives:
The general objectives of this study are to provide an overview of learning of an Intern during the Internship Program and fulfill the Internship requirement. Beside the general objective, this report can be categorized into main objective and specific objectives. The objectives behind this report are mentioned below:
a. Main Objective:
The main objective of this study is to prepare an Internship report on the specified topic working within an organization and implementing the knowledge that has been gathered during the Internship Program.
b. Specific Objectives:
The specific objectives of this report are as follows:
-To understand the reasons behind the preferences of subscribers for using Connection of Airtel.
-To identify the spending patterns of Airtel customers
The mobile industry is growing at a phenomenal pace these days. While it took the industry leader more than six years to reach its first million subscribers, its last million it had acquired in a bit more than 2 month period. With an annual growth rate of 132% in the industry itself, it can be said to be the fastest growing industry in the country.
Telecommunication established first in Bangladesh by the postal system through telegraph. Later, under government initiative and control, telephone was introduced and readily accepted by users as a useful device. But until the end 1970s, telephone service remained limited to government offices, business communities of large and medium towns, and a few privileged urban citizens.
After independence in 1971, Bangladesh Telegraph and Telephone(T&T) Department was created under the Ministry of Posts & Telecommunications to run the telecommunication services on a commercial basis. Private entrepreneurs are allowed in Bangladesh to provide telephone and e-mail service as operators. Now, there are six mobile phone companies operating in the telecommunication sector. These are:
- Citycell (1989)
- Robi (1996)
- Grameen Phone (1996)
- BanglaLink (2005)
- Teletalk (2005)
- Airtel (2010)
The total number of Mobile Phone Subscribers has reached 32.5 million at the end of July 2007.
Currently airtel Bangladesh provides both post-paid and pre-paid connection plans. The post-paid plan is branded and marketed across the country under the name :
(1). Airtel advantage
(2). Airtel classic
(3). Airtel execlusive
The pre-paid segment is branded and marketed as:
(1). Foorti
(2). Hoi choi
(3). ADDA
(4). Shobai
(5). GOLPO
(6). Dolbol
(7). KOTHA
(8). Bijoy 016
Sources of Data:
Data are facts, figures and other relevant materials serving as bases for study and analysis. The sources of data can be classified as two categories:
- Primary sources
- Secondary sources
Primary Sources:
Primary sources are original sources from which data are directly collected. The method of collecting primary data may be
- Observation method
- Interview method
Secondary Sources:
Secondary sources contain data which have been collected and complied for another purposes. The secondary sources consist of readily available reports and also some official documents.
Objectives of the Study:
Broad objectives of the study are:
- To identify the branding and promotional strategies of airtel
- To determine the customer opinion on branding and promotional strategies of airtel.
The specific objectives are:
- To identify the role of brand.
- To identify the brand identification strategies of airtel.
- To determine customers opinion on the effectiveness of branding strategies.
- To develop the marketing mix of airtel.
- To identify the use of promotional tools.
- To determine customers opinion on the way of using different promotional tools.
- To determine the SWOT analysis of airtel.
Methodology of the study:
The methodology of this report includes the overall research design, the sampling procedure, the data collection method, field work and analysis. All of these components of research are briefly described below:
Research Design
This research is conclusive in nature. Conclusive research is one that is able to establish a conclusion. So by this piece of report, I will be able to make some decisions which help to support the research objectives. Furthermore, statistical structure has been used in this report to make the report in terms of informative outlook.
Sampling Procedure
In this report, the sampling unit is airtel subscribers of Bangladesh. I have collected data from the students of Dhaka University and also from Shahjahanpur area. I have selected them randomly. The sample size of this study is 10.
Data Collection
Both the primary and secondary data has been collected for this report as per requirement.
Primary Sources:
- Questionnaire to the company personnel’s.
- Questionnaire to the company subscribers.
Secondary Sources:
- Newspaper & magazine ads
- Web sight: www.airtel.com.bd .
Field Work
For this research, I have collected information on branding and promotional strategies from company personnel. And I also have collected customer opinion on the branding and promotional strategies of airtel.
Limitations of the study:
- Schedule time span of the respondent of company was insufficient for getting answer of all necessary questions.
- Information regarding the survey sometimes created confidentiality for the respondent. Therefore, approximation was fitted in some occasion.
- It was very difficult to get appoinment of the company personnel.
- In this study, I had to take small sample size, because the subscriber of airtel are still small in number.
- The cost of preparing a research paper is very high. So, this paper may not be like the standard one.
Literature Review:
Marketing Mix For Services
An essential element of any marketing strategy is the marketing mix. The origins of the concept of the marketing mix are described by Borden in his classic paper.Borden’s original list of marketing mix elements has since been regrouped and represented by others. One of the most popular frameworks in the marketing literature is presented by McCarthy as the four ‘P’s’:
1.Product
2.Price
3.Place
4.Promotion
But Booms and Biter provide a satisfactory guide for service marketers. Their modified and expanded marketing mix for services consists of seven elements. The seven elements in this marketing mix for services are:
a) Product
b) Price
c) Place
d) Promotion
e) People
f) Physical evidence
g) Process
Brand Identification Strategies
One of several brand identification options may be appropriate for a company. The major identification alternatives are:
- Specific Product Branding: The strategy of assigning a brand name to a specific product.
- Product-Line Branding: This strategy places a brand name on a line of related products.
- Corporate Branding: This strategy builds brand identity by using the corporate name to identify the product offering.
- Combination Branding: A company may use a combination of the branding strategies.
Budgeting Approaches
- Affordable method: Top management may specify how much can be spent on promotion.
- Competitive Parity method: Promotion expenditures for this budgeting method are guided by how much competitors spend.
- Objective and Task method: Management sets the communications objectives, determines the tasks necessary to achieve the objectives, and adds up the costs.
- Percentage of Sales method: Using this method, the budge is calculated as a percent of sales and is therefore quite arbitrary. The percentage figure is often based on past expenditure patterns.
Overview of the Company:
Historical Background of airtel Telecom
In July 2007, Warid telecom takes pride in being backed by the Abu Dhabi Group, one of the largest groups in the Middle East and the single largest foreign investor group in Pakistan. It has a diversified business interest in the institutions that have enjoyed commercial success as a result of its strong financial resources and extensive management expertise.
In January 2010, Bharti Airtel Limited, Asia’s leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu Dhabi Group.
Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company.
The new funding is being utilised for expansion of the network, both for coverage and capacity, and introduction of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion.
This is Bharti Airtel’s second operation outside of India. The company launched its mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. The company crossed the 1 million customers mark within six months of launch on the back of innovative offerings as well as rapid expansion of network coverage and distribution.
The Abu Bharti Group’s major investments are in the following sectors:
- Bharti Airtel
- Bharti Infratel Limited
- Bharti Realty Limited
- Beetel Teletech Limited
- Jersey and Guernsey
- Centum Learning Limited
- Bharti Walmart
- Bharti Retail
- Bharti AXA Life Insurance
- Bharti AXA General Insurance
- Indus Towers
- FieldFresh Foods Pvt. Ltd
Vision
By 2015 Airtel will be the most loved brand, enriching the lives of millions.
Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company.
Mission
To provide total customer satisfaction the company strives to become the most preferred GSM cellular service provider in Bangladesh. Bharati Group will achieve this through developing people, products, and services of the highest quality and meeting the needs of its customers, employees, shareholders, society and the nation.
The Airtel Slogan – “Valobasar Tane Pase Ane”
The whole is the sum of parts and when the best come together; the results can be truly spectacular. Bharati Group brings Airtel Mobile phone service, a digital cellular phone service, which will prepare better for life in the fast lane. Airtel GSM always keeps so near, even when so far.
Values
airtel Telecom’s brand values include:
Quality – We want to make a difference to people’s lives. Our optimism is contagious. We are passionate about what we do and we have confidence in ourselves.
Simplicity – For us, clarity comes through simplicity. We recognize that we are people communicating with other people. We are always direct and easy to understand.
Innovation – We constantly look to do things differently and in a better way. We give color to all that we do. We are ready to push the boundaries and take risks.
Honesty – We are always open and honest. We say what we do and we do what we say.
Friendliness – We enjoy working and succeeding together by building close relationships. While we have a sense of purpose, we also have a sense of humor. We consider the needs both of our customers and of each other.
NGN (Next Generation) Network:
The network that has been deployed in Bangladesh by airtel is based on the NGN or Next-Generation Technology- a future-proof architectural system which ensures optimum utilization of frequency and enhances speed and quality of both voice and data services.
Numbering Scheme:
airtel Bangladesh uses the following numbering scheme:
+880 16 N1N2N3N4N5N6N7N8
Where, 880 is the ISD code for Bangladesh and is needed only in case of dialling from outside Bangladesh.
16 is the prefix for airtel Bangladesh as allocated by the government of Bangladesh. Omitting +880 will require to use 0 in place of it instead to represent local call, hence 016 is the general prefix.
N1N2N3N4N5N6N7N8 is the subscriber number.
Products Offered:
- Currently airtel Bangladesh provides both post-paid and pre-paid connection plans. The post-paid plan is branded and marketed across the country under the name :(1). Airtel advantage
(2). Airtel classic
(3). Airtel execlusive
The pre-paid segment is branded and marketed as:
(1). Foorti
(2). Hoi choi
(3). ADDA
(4). Shobai
(5). GOLPO
(6). Dolbol
(7). KOTHA
(8). Bijoy 016
Marketing Policy:
a. Customer Segmentation
Individual businessman, entrepreneur professionals and established organizations are the main customers of Airtel. They have also a target to take students and low-income groups with their introduction of Airtel simple rate Pre-Paid services. They target high class people by the post-paid service. To serve the market more accurately their target market will be further segmented based on psychographics and business size.
b. Marketing Strategies
TMIB always wants to achieve desired sales growth and customer base. Airtel wants to encourage existing customers to use more and more of their services.
Their newly introduced package named “Eid Double Bonus” is one of their successful initiatives for the exiting customer It has a concept of “Customer gets Customer”
c. Product Positioning
Initially their target was to reach the top. But others are targeting to the grass root level, and increasing their customer. Airtel wants to be the leader with good quality and is designing products for the middle class range also.
d. Marketing Product Mix
Product—
• Continuous improvement of quality.
• Reposition of slow moving products to different target markets.
• Always branding Airtel with all packages with a GSM service
Price—
• Necessary changes in tariff structure, and changes in terms and conditions.
• Penetration pricing in the face of competition.
• Skimming policy where possible.
Place—
• Make effective use of distribution.
• Make product and service delivery system more effective and less time consuming.
• Wider distributing network to make service more accessible.
Promotion—
• Brochures with all necessary information, Press advertisements, Television, Radio, Commercials and Billboards.
SWOT Analysis:
Strength-
- GSM technology.
- Better reputation.
- Effective human resources.
- Quality of-Management.
- Quality billing system.
- Quality customers care system.
- Expertise and experience of parent company.
- Better liaison with foreign GSM operators.
- Long range strategic planning.
- Market research unit.
- Strong Dealer network.
Weakness-
- Poorer coverage than the competitor.
- Not enough channels with BTTB.
- Absence of human-resources policy.
- Shortage of human resource in the Help-line.
- Package – pricing are more expensive and less attractive.
- Higher call rate than its competitors.
Opportunities –
- Public sector unable to meet demand.
- Product with very long life cycle.
- New technology.
- Growing middle class population.
- Main competitor has a congested network because of its unplanned customer growth.
Threat-
- Unstable political culture.
- Recession in the economy.
- Non-cooperative telecommunication regulatory body.
- Possible health risk for using mobile phone.
Market Development:
Airtel GSM are trying to convert non-users to mobile phone users, stressing the benefit of GSM services, and with the service benefit of Airtel that will make their life easier. To serve the market more accurately their target market will be further segmented based on psychographics and business size.
Product Development:
The strive to develop a better product will be a continuous process. Conducting of market research will be in every three months. They will use the input to develop new product based on data they will get from survey. Thus the product will be designed to meet the customers’ need.
Organizational Structure
The organization is headed by its Chief Executive designated as the Managing Director entrusted with overall responsibilities of business direction of the organization and leading dynamically towards the attainment of its Vision, Mission, and Goal. In attaining the above mission, the Managing Director is assisted by 4 General Managers & 1 Director, Co-ordination. Airtel has established a strong and formidable sales channel, which consists of direct dealers and its own sales force.
Basic Services:
The Basic Services are as follows:
- Caller Line Identification
- Call Waiting / Call Holding
- Conference Call
- Call Divert
Data Services:
Currently available data services are –
- Surf Now
- Internet
- WAP
- MMS
SIM Genie menu:
To help the customer avail many exciting contents and Value Added Services (VAS) in the most user-friendly way, airtel offers you the SIM Genie menu – the next generation SIM Tool Kit (STK)!
4.8 What is the SIM Genie menu? The SIM Genie menu is a detailed menu that you will find in your handset’s menu options as soon as you switch on your airtel phone. These menus give you direct and easy access to contents and VAS, through a few simple clicks of your keypad!
*In some handsets, the SIM Genie menu may be under “Tools” or “Connectivity” sub menu. SIM Genie menu has been simplified for your usage by breaking into 8 main menus. They are as follows: What’s New? » Menu informs about all the existing promotions, packages, and events Info Zone » Menu informs about day-to-day sports, news, finance, religion, weather, and allows word finding in dictionary, and checking the time for local and global in time check Entertainment » Menu allows content download of logos & icons, jokes, ring tones, music & movies, quotes, horoscope, games, and recipes Messaging » Menu offers messaging services such as Mobile Chat, Greetings, Mobile Email, and Voice SMS My Stuff » Menu offers information on postpaid accounts through My airtel Account, Multimedia Settings for GPRS/EDGE, Balance Transfer to share balance, Payments for postpaid bill payments via scratch card, Alerts for subscription based services, Rewards & Loyalty for special offers to customers based on usage or other criteria Self Service » Menu allows addition/deletion/replacement/listing of FnF numbers in Friends n Family, GPRS services, Miss Call Alerts, Ring Back Tone (airtel Caller Tunes), Itemized Billing for postpaid customers, Tariff Change option to migrate between airtel packages, Voice mail service for callers to leave a message when they’re unable to answer the phone, Intl. Roam SMS for International Roaming SMS to use the SMS service when abroad or out of Bangladesh, and Change Mobile Number to get your desired airtel number. Help & Support » Menu offers direct help by airtel Contact Centers in Helpline, emergency services such as Police, Fire, and Ambulance by one-touch dialing! Switch to Bangla » See all the menus in your SIM Genie menu in Bangla! (applicable for Bangla supported handsets only) Tariff Plan: (1). Foorti
To keep you dancing on your feet all day & night long with your friends, airtel introduces to you another addition to its prepaid package portfolio ‘foorti’.
Time Slot 12am to 3pm 3pm to 12 am 12am to 3pm 3pm to 12 am Voice Call Outgoing
in BDTrate/min
rate/min
rate/10sec
rate/10sec
to airtel 0.36
0.96
0.0600
0.1600
to other numbers 0.79
1.29
0.1317
0.2150
International (ISD) as per rate plan Packages Features Pulse(in Seconds) 10 10 SMS Outgoing in BDT rate/sms
local sms 0.49
instant cash back everyday usage Tk 5 Tk 10 Tk 20 Tk 40 instant cashback Tk 1 Tk 3 Tk 7 Tk 15 (2).Hoi choi
Introducing Hoi Choi- our new prepaid plan with 1 second pulse and rates as low as half-paisa per second!
Time Slot 24 hrs Voice Call Outgoing
in BDTrate/min
rate/sec
to airtel 0.99
0.0165 to other numbers 0.99
0.0165 to airtel FnFs 0.30
0.0050 to other FnFs 0.60
0.0100 International (ISD) as per rate plan Packages Features Pulse(in Seconds) 1 1 No of FnF 2 2 SMS Outgoing
in BDTrate/sms
to airtel 0.39
to other numbers 0.39
to airtel FnFs 0.29
to other FnFs 0.29
(3). ADDA
You are the kind of person who loves to keep in touch with a close group of friends. You like to browse the net when bored and make the most of your time on your phone. ‘adda’ will give you maximum fnf and all that at fantastic rates.
Time Slot 24 hrs
Voice Call Outgoing
in BDTrate/min
rate/10sec
to airtel 0.96
0.1600 to other numbers 1.29
0.2150 to airtel FnFs 0.36
0.0600 to other FnFs 0.79
0.1317 International (ISD) as per rate plan Packages Features Pulse(in Seconds) 10 10 No. of FnFs 8 8 SMS Outgoing
in BDTrate/sms
to airtel 0.29
to other numbers 0.49
to airtel FnFs 0.29
to other FnFs 0.49
(4).Shobai
now set the entire world of other operator as your fnf. airtel brings a revolutionary package ‘shobai’ where you can select an operator of your choice and make all the numbers of that operator your fnf.
Time Slot 24 hours
Voice Call Outgoing
in BDTrate/min
rate/10sec
to airtel 0.79
0.1317 to Operator FnF 0.79
0.1317 to other numbers 1.29
0.2150 International (ISD) as per rate plan Packages Features Pulse(in Seconds) 10 10 No of FnF FnF Operator FnF Operator SMS Outgoing in BDT rate/sms
to airtel & Operator FnF 0.39
to other FnFs 0.49
(5). GOLPO
If you are someone who loves making long conversations, our ‘golpo’ package with 24 hrs flat tariff to any number is something you will fall in love with. Talk to any number anytime at a fixed flat rate.
Time Slot 24 hrs
24 hrs
Voice Call Outgoing
in BDTrate/min
rate/10sec
to airtel 0.96
0.1600 to other numbers 0.96
0.1600 International (ISD) as per rate plan Packages Features Pulse(in Seconds) 10 10 SMS Outgoing
in BDTrate/sms
local sms 0.49
(6). Dolbol
Now join your own community & talk at the lowest rate!
Time Slot 24 hrs
Voice Call Outgoing
in BDTrate/min
rate/10sec
to airtel 0.96
0.1600 to other numbers 1.29
0.2150 International (ISD) as per rate plan dolbol numbers 0.36
0.0600 Packages Features Pulse(in Seconds) 10 10 SMS Outgoing
in BDTrate/sms
local sms 0.49
to dolbol numbers 0.29
(7). KOTHA
Share every little moment with the ones you love with airtel ‘kotha’-the package plan with 1 sec pulse from the very first second.
Time Slot 24 hrs
Voice Call Outgoing
in BDTrate/min
rate/sec
to airtel 0.96
0.0160
to other numbers 1.29
0.0215
International (ISD) as per rate plan Packages Features Pulse(in Seconds) 1 1 SMS Outgoing
in BDTrate/sms
to airtel 0.39
to other numbers 0.49
(8). bijoy 016
Airtel is proud to introduce to you ‘bijoy 016’, a one of its kind offer where you can migrate to Bijoy 016 @ only TK 16 and get 42 paisa/minute package to enjoy whole day and night long.
Time slot 24 hours
Voice Call Outgoing (per minute) airtel-airtel 42 poisha
airtel-others 99 poisha
SMS Out going (per SMS) airtel-airtel 39 poisha
airtel-others 39 poisha
GPRS (per KB) 2 poisha
MMS BDT 5
Packages Features Pulse(in Seconds) 10
*VAT applicable Postpaid info
Our postpaid which comes with 3 packages is designed to cater to both your professional and personal communication needs.
service types & others airtel advantage airtel classic airtel exclusive product proposition worry free flat tariff attractive fnf rates highest fnf features selling price bdt 450 bdt 450 bdt 750 connection price bdt 150 bdt 150 bdt 150 non-refundable deposit bdt 300 bdt 300 bdt 600 default credit limit bdt 300 bdt 300 bdt 600 Customer Care Centers and Franchises:
airtel has nine customer care centers around the country located at key points all over the country. These centers are directly run by airtel itself. airtel has another 90 franchises situated major places all over the country. This is the largest chain of retail outlets in Bangladesh. However there are no customer care centers or franchises in the Barisal division. This is quite odd since Barisal is one out of the six divisions of Bangladesh.
Inside the customer care ceneter at Banani.
Mirpur and Tejgaon are the only places in the country with three franchises located with a very close proximity. Especially the ones at Tejgaon(Old Airport Road and Farmagate) two of them are almost with in 500 meters of each other.
Franchise Centers Dhaka - Dhaka
Sylhet - Sylhet
Rajshahi - Bogra
Chittagong - Chittagong
- Comilla
Khulna - Khulna
Sl # Area Franchise Location Dhaka 1. Farmgate A 78, Airport Road, Tejkunipara, Tejgaon,Dhaka – 1215 2. Kazi Para Darul Anam, 143, Senpara Parbata, Begum Rokeya Sharani, 1st Floor, Mirpur, Dhaka – 1216 3. Mirpur 01 10; Darus Salam Road; Mirpur-1; Dhaka – 12016 4. Tejgaon 58, Shahid Tajuddin Ahmed Sharani, GoldeenPlaza, 1st Floor, Rasulbag, Mohakhali, Dhaka 5. Shamoli 1107/A Ring Road; Baitul Aman Housing Society; Shyamoli; Adabor; Dhaka – 1207 6. Kuril KA – 218/3 Kuril, Progoti Sharani; Dhaka – 1229 7. Hatirpool 345/3, Sonargaon Road; Hatirpool; Dhaka – 1205 8. Savar Bazar B-110, Bazar Road; Savar – 1340 9. Savar EPZ Hasan Apartment Gate, Beside HasemPlaza, Savar EPZ, Savar, Dhaka 10. Mirpur 11 House # 01, Road # 03, Block # A, Mirpur # 6, Mirpur, Dhaka 11. Gulshan Archies Gallery; 121, Gulshan Avenue; Gulshan, Dhaka – 1212 12. Dhanmondi Shop # 35, Road # 2, Dhanmondi, Dhaka-1205 13. Kachukhet 75, Ibrahimpur, Kachukhet, Dhaka. 14. Farmgate B Centre Point Concord (Ground Floor), 14A & 31A Tejkunipara, Framgate, Dhaka-1215 15. Sadarghat 43 Johnson Road, Sutrapur Dhaka – 1100 16. Shabujbag 374/B, Khilgaon, Taltola, Dhaka – 1219 17. Badda 73/2, North Badda, Progoti Sharani, Dhaka – 1212 18. Keranigonj Shop # 4,5,6, MonaTradeCity; Zinzira, Highway Road; Keraniganj, Dhaka 19. Rampura 64/B, Malibagh Chowdhury Para, Malibagh, Dhaka – 1219 20. Motijheel 131, Motijheel C/A; Dhaka – 1000 21. Mogbazar House # 227 (New), 331 (Old) Outer Circular Road, Boro Mogbazar, Dhaka – 1217 22. Jatra Bari 33/1, Uttar Jatrabari, 1st floor, Dhaka-1204 23. Lalbag 37/7, azimpur Road, Dhaka-1205 24. New Market Subastu Arcade, New Elephant Road, Dhaka-1205 25. Jurain 325 South Jatrabari, 1st floor, Dhaka-1204 26. Nawabpur 223/2A; Bangshal Road; Dhaka 27. Paltan 50/F Inner Circular Road 28. Uttara House-9, Road-12, Sector-6, UttaraModelTown Comilla 38. Laksmipur Sadar Hazi Super Market, Bag Bari, Laxmipur (beside Pouroshova) 39. Mohipal Jahan Complex, SSK Road, Feni Road Mohipal 40. Brahmanbaria Sadar Ether telecom, TA road B.Baria. 41. Chowmuhoni StarPlaza, Feniroad, Chowmuhoni 42. Chandpur Sadar Shafi Motors; Kalibari Morr; Stadium; Chandpur 43. Chawk Bazar HaziSaffarAliPlaza, Kaporia Patti, Sati Potti, Chawk Bazar, Comilla 44. Race Course Rashid Steel House, Race Course, Comilla 45. Bishwa Raod Upazilla Krishi Office, Poduar Bazar, Bishaw Road, Comilla. 46. Feni Sadar Rajia Mahal Stadium Road, Sadar, Feni Chittagong 47. Alankar Abdur rahim tower, AK Khan Morr, Alankor 48. Baddar Hat / Muradpur 158 CDA Avenue, Mohammadpur Muradpur 49. Mohora Mohora Railgate, Kamal Bazar, Mohora 50. Wasa ShahPuriTower,M.M. Ali Road,Gr. Fl. Near Ispahani Mour, Chittagong 4000 51. Agrabad ShakozaPlaza, Gr. Fl, Amir Hossain Dubash Rd, Chittgaong 52. Halishahar House # 1; Road # 1; Block # L; Agrabad Access Road; Boropool, Chittagong 53. CEPZ Bandartila, Opposite Sailors Colony, Near EPZ, South Halishahr, Chittagong 54. Chomohoni/Badamtoli 232, Sk. Mujib Road, Chittagong 4100, 55. GEC Hotel Pavalion Bldg, CDA Avenue, GEC, Chittagong. 56. Lal Dighi Momin Road, Andarkilla,Beside City Corporation, Chittagong 57. Kazir Dewri FourmCenter, Ground Floor, 23 MM Ali Road, Chittaging 58. New Market Hotel Miska, Gr. Fl. Station Rd, Chittagong 59. Laldighi/Takpara Bay Shopping and Food Galary, Kalur Dokan, Takpara, Tarabaniar Chora, Main Road Cox’s Bazar 60. Kolatoli/Jhautola Kodak, Hotel Holiday; Jhawtola, Main Road; Cox’s Bazar Sylhet 61. Bandar Bazar Osmani & sons, jail road, Zinda bazar, Sylhet 62. Habiganj Tanni electronics, Post office road, Habiganj. 63. Patantula/Sheik Ghat Patantula point, sunamgonj Road. Sylhet. (Beside Public Bank) 64. Sunamganj One Palace Market, Station Road,Sunamgonj 65. Moulvibazar Dhaka Sylhet Road, Kushumbag area, (Beside patakhury shop), Moulvibazar 66. Uposhshor Uposhar, Mendhibagh. 67. Chowhatta Point Chowhatta, Sylhet 68. Srimangal AfzalPlaza, Moulvibazar Road, Srimangal Khulna 69. Dora Tana More Chowrasta Morr; Opposite of Singer Showroom; Jessore 70. Palbari More Zahurul Huq Market; Murtir Morr; Palbari, Jessore 71. Boyra Shahnaz Complex, Boyra Bazar Bus Stand, Khulna 72. Newmarket Plot # 11, AlekMansion, besides New Market, KDA avenue, khulna 73. Daulatpur 780, Khan-A-Sabur Road; Doulatpur Bus Stand; Pabla, Khulna 74. Shib Bari City Trade Centre, 75 KDA avenue, Khulna 75. Ferighat 1/4, KCC market;(besides Meena Bazar), Khan a Sabur Road, Khulna 76. Rupsha 97 Khan Jahan Ali Road, Khulna 77. Magura Sadar Vital Medical Services; East Side of SadarHospital; Opposite of Technical School & College; Magura 78. Barisal Sadar Road S.S.Tower, 109, Sadar Road, Barisal 79. DB Road Stall No. 1; East Police Line Road; Barisal – 8200 80. Jhalkathi 16, Moha Monpari, Jhalokathi 81. Bagerhat 122 Khanjahan Ali Road, Bagerhat 82. Pirojpur Shatabdi Bhaban, Parer Hat Road, Pirojpur Bogra 83. Greater Road Holding # 14, Osman Super Market (East side of City Bhaban), Ward # 13, Greater road, Rajshahi 84. Shaheb bazar RAK Business; Monichottor; Shaheb Bazar; Rajshahi 85. Laxmipur RAK Bangladesh, MehediPlaza, Laxmipur More, Laxmipur, Rajshahi 86. Jhawtola Tinpotti Morr; BoroGola; Bogra 87. Sherpur Road AmicusCenter, Mofiz Paglar More, Sherpur Road, Bogra 88. SS Road Sirajgonj J.K. Electronics, S.S. Road; Sirajganj 89. Natore Al Amin Enterprise, Half Rasta Station Road Natore 90. Naogaon Gaza Society Market, Main Road, Naogaon Promotional activities:
Promotional activities are of different types. These are:
1. Advertising.
2. Personal selling.
3. Sales Promotion.
4. Sponsorship program.
4. Public Relation.
5. Internet Marketing
6. Direct Marketing
In terms of airtel, they are now using advertising, sales promotion, sponsorship program, public relation, internet marketing and direct marketing.
People:
People are those who perform operational role in service organization. In a service organization the secret of success is recognition that customer contact personnel are the key in the organization. The selection, training and motivation of employees can make a huge difference in customer satisfaction. And the appearance, interpersonal behavior, competence, responsiveness, problem solving ability and goodwill of employees can differentiate service organization from its competitor.
There are two types of people in airtel –
a) Internal people – Internal peoples are the employees of airtel both managerial and general stuff.
Customer can contact with airtel Contact Centre, 24 hours a day, 365 days a year through the following mean:
- airtel’s Customer Service division functions on the premise of
- Pleasing and satisfying the valuable customers.
- Resolving their problems
- Addressing their queries
b) External people: All of subscribers and the target customers of airtel are the external people. Especially low income based people are their external people.
Process
Process means how to delivery the services. Cheerful, attentive and concerned staff can help alleviate the customer’ problem.
airtel takes no extra time to activate its SIM card. If any person wants to purchase a sim card, then there are few steps to do that like: to pay the fees and required charges, to fill up the forms of the subscription agreement, to bring the necessary documents like photo, photocopy of the forms etc. For a Post paid connection the customer have to bring a signed Registration Form (RF), a copy of his passport or driving license or any other id and two passport size photographs.
airtel’s Contact Centre is equipped with the latest technology and its staffs is trained to customer in the best possible way.
- Inform,
- Educate,
- Help,
The customer care centre of airtel will serve their customers in different sectors like the followings:
- Subscribing a new connection.
- Transfer of ownerships. (Individual & corporate).
- Reconnections.
- Change of address.
- SIM replacement.
- Billing information enquiry.
- SIM card lost.
- Bill payment through credit card.
However PCO packages are sold only at customer care centers.
Findings and Analysis:
Airtel Telecom gives equal importance to both the branding and promotional strategies to establish the company into the most competitive mobile market.
Role of Brand:
A strategic brand perspective requires managers to be clear about what role brands play for the company in creating customer value and shareholder value. This understanding should be the basis for directing and sustaining brand investments in the most productive areas.
According to the airtel’s view, the main role of a brand is to differentiate it from others.
Besides this, a brand can
- Facilitate the introduction of new products because the customer is familiar with the brand.
- Facilitate promotional effectiveness by providing a point of focus.
- Facilitate market segmentation by communicating a coherent message to the target audience, telling it for whom the brand is intended and for whom it is not.
- Facilitate brand loyalty.
Brand Identification Strategies:
There are four brand identification strategies. These are:
- Specific product branding
- Product line branding
- Corporate branding
- Combination branding
Company position based on branding strategy:
Other companies already use different brand name for their various offers.
Such as: Grameen Phone use Smile, djuice for their two different offers.
Banglalink use Ladies first, Desh and Rong for their three different offers. Robi use Aktel joy, Robi power for their two different offers.
According to airtel’s view, their strategy of giving different name to different offers is less confusing than their competitors. They argue that customer can easily identify the benefits of their specific offer through the name.
So, they think that airtel owns first position in case of branding strategy.
Promotional Activities:
In terms of airtel, they are now using advertising, sales promotion, sponsorship program, public relation, internet marketing and direct marketing
Advertising:
Print Media
airtel uses print media most to inform the customer about different offers. Among print media, newspaper & magazine are mostly used by airtel.
- Newspaper is the first choice to develop the promotion campaign. Newspaper is only media through which each and every people can know about airtel. They give color ads on the Daily Prothom Alo and some other Bengali and English newspapers.
- airtel also give ads on the cover page of Anondo Alo, a popular monthly magazine. They give ads on throughout the magazine. These ads are lasts long in peoples mind because people keep the magazine for long time.
Electronic Media
Among electronic media airtel uses television to advertise their commercials.
TV ad can be very effective to create the product awareness in the customers’ mind. In TV ad the customers will get the full classification and characteristic of the product in audiovisual sequence. Through TV ad we would be able to hit the customers’ mind humoristic way and also emotionally as well. In our country most of the people using the satellite to watch different satellite channel like Channel I, NTV, RTV etc. So, through the TV commercial airtel makes aware a huge no. of customers about the product and other offerings as well.
Billboard
Billboard is such a media through which we can inform the customers about the products, changing situations in different time period. Through billboard we can show the consumer latest information in a brief manner and in attractive way in a cost effective way which we can’t do through TV ad. Usually all level of people get attract by the billboard (source: Consumer Survey). It will help them to remind the customer all the time and we know creating brand awareness is a very important thing to increase the sale and to create a place in the customers’ mind.
airtel established a large number of billboard on some most important road in the different city. And they give ads on the over bridge of important road.
Sales Promotion:
Sales promotion is short-term promotional tools based on incentives to increase sales. Such as:
- Discount.
- Gift.
- Bonus.
airtel uses gift and bonous as their sales promotional tools.
∙Gift: airtel offer one extra number with its zem fun+ package.
- Bonus: airtel offered eidi on the Eid-ul-Fiter based on total time talked. They have additional bonus talk- time in every packages. Now airtel give cash back offer on talk-time after 5 minutes.
Public Relations and Publicity:
Not only must the company relate constructively to customers, suppliers, and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. Public relations involve a variety of programs designed to promote or protect a company’s image or its individual products.
Sponsorship program:
The various reasons of sponsorship programs are:
- To identify with a particular target market or life style.
- To increase awareness of company or product name.
- To create or reinforce consumer perceptions of key brand image associations.
- To enhance corporate image dimensions.
- To express commitment to the community of on social issues.
- To entertain key clients or reward key employees.
- To permit merchandising or promotional opportunities.
airtel performs Sponsorship program in different events. Such as
airtel sponsored 43rd Convocation Program of Dhaka University.
airtel sponsor various TV program such as:
- airtel Vocab, a quiz program in Bangla Vision.
- airtel Na Bola Kotha in Channel I.
- airtel Taroka Adda in Channel I.
- airtel also sponsor various drama serials in different channels.
airtel sponsor quiz programs on different cricket tournament in newspaper.
Internet Marketing:
Included in this promotion component are Internet, CD-ROMs etc. The Internet may be used to identify sales leads, conduct Web-based surveys, provide product information, and display advertisements. airtel provide all of their information like history, products & services offered, coverage, price etc in the Internet. They always up-date all information.
Direct Marketing:
Customers can get airtel connection to the sales center of airtel is called direct marketing.
Advertising Effectiveness:
All mobile company have to evaluate the effectiveness of all of their advertisements. There are various methods to evaluate advertising effectiveness. These are:
- Analysis of historical data
- Recall test
- Consumer panels
- Advertising research
airtel use an outside advertising agency to handle their advertising aspects. They always evaluate their advertisements by using advertising research- it can be used for various activities in advertising strategy development, including generating and evaluating creative ideas and pretesting concepts, ideas, and specific ads.
Purpose of Price-off offer:
There are different reasons for price-off offer. These are
- To gain market position
- To achieve financial performance
- To influence competition
- For product positioning
airtel use price-off offer for product positioning into the competitive mobile market. They use it because they are the newest mobile operator in the market.
Main USP (Unique Selling Proposition) of airtel:
There are different selling proposition used by different company. These are:
- Good Network
- Low price
- Better Branding Strategy
- Better customer service
airtel’s main Unique Selling Proposition is good network. The network that has been deployed in Bangladesh by Warid is based on the NGN or Next-Generation Technology- a future-proof architectural system which ensures optimum utilization of frequency and enhances speed and quality of both voice and data services.
Promotional Budget:
There are four methods of setting promotional budget. These are:
- Affordable method
- Competitive parity method
- Objective Task method
- Percentage of sales method
airtle mainly use Objective task method in case of setting promotional budget.This is a logical and cost-effective method and probably the most widely used budgeting approach. Managament sets the communications objectives, determine the tasks necessary to achieve the objectives and adds up the costs.
Besides this, Warid also use competitive parity method to compete with their competitors promotional activities.
Age and Occupation of Subscribers:
Table- 1: Age and Occupation of Subscribers of airtel
Age and occupation
Percentage of respondents
Teenager 40%
Students 40%
Professionals 20%
Aged & retired persons 0
House-wife 0
Total Respondents 100%
Bangladeshi cultures are becoming increasingly youth oriented. A delightful example can be mobile phone market. But sometimes-proper age positioning is critical for many products like mobile phone. It is such a product where any age group people can use mobile phone. Age is such a demographic characteristic that carries it culturally defined behavior and attitudes norm. Age and profession affect our self-concepts and life-style. Not surprisingly, age and profession influence the consumption of products ranging from cloths to toilet paper to vacation to where to live.
It can say from the survey results that the major portion of the purchasers is the young generation though they might not have the necessary money to make the purchase. They rather influence their financers to provide the money to make the purchase.
Types of Connection:
Table 2: Types of connection subscribers use
Types of connection
Percentage of respondents
Pre paid connection 99%
Post paid connection 1%
Total respondents 100%
It can say from the survey results that most of the customers are using pre paid connection. It is because most subscribers are students and have no fixed income. So they prefer pre paid connection for its low connection charge and there is no line rent. And among pre paid connection Zem Fun Plus is now very popular.
Influence to use airtel connection:
Table 3: Influence to use airtel
Influence to use
Percentage of respondents
Family member use it 10%
Friends use it 30%
Attraction to use new one 50%
Image of the company 10%
Total respondents 100%
The survey shows that most of the customer use airtel connection because of their attraction to use any new. Some of the users use airtel because their friends use it.
Attraction to the Quality of airtel:
Table 4: Users attraction to the Quality of airtel
Quality of airtel
Percentage of respondents
Good Network 20%
Low connection charge 40%
Better Branding strategy 20%
Good coverage 0%
Better customer service 0
Special offer 20%
Total 100%
From the above table it can be said that most of the subscribers prefer low connection charge to choose any operator. They also prefer good network and better branding strategy of airtel. And the table shows that users have more attraction to special offers.
Opinion about brand name :
Table 5: Customers opinion about brand name of airtel
Comment on brand name
Percentage of respondents
Excellent 10%
Good 30%
Not bad 50%
So odd 10%
Total 100%
From the above table it can be said that customers moderately like Zem and Zahi as brand name.
Opinion about branding strategy:
Table 6: Opinion about individual branding strategy of airtel
Comment on branding strategy
Percentage of respondents
Excellent 30%
Good 60%
Moderate 10%
Bad 0%
Total 100%
Opinion about the amount of advertisement:
Table 7: Customers opinion about the amount of advertisement airtel use in different media
Customer comments
Percentage of respondents
More than enough 20%
Enough 50%
Not Enough 30%
Total 100%
The quality of TV commercials :
Table 8: Customer comment on the quality of TV commercials of airtel
Quality of TV commercials Percentage of respondents Creative 10%
Attractive 10%
Good 30%
Moderate 50%
Worthless 0%
Total 100%
Tariff and call rate of airtel’s different offers:
Table 9: Customer comment on tariff and call rate of airtel’s Different offers
Tariff and call rate
Percentage of respondents
High 10%
Competitive 60%
Medium 30%
Low 0%
Total 100%
Special offers of airtel:
Table 10: Comment on special offers of airtel
Special offer
Percentage of respondents
Reduced call rate 20
Bonus talk time 20%
Free SMS 10%
Cash back offer 40%
Others 10%
Total 100%
Amount of special offers airtel currently use:
Table 11: Customer comment on amount of Special offers of airtel
Amount of special offers
Percentage of respondents
More than enough 10%
Enough 40%
Not enough 50%
Total 100%
Reaction to new offer provided by airtel:
Table 12: Customer reaction to new offer provided by airtel
Reaction to new offer by airtel
Percentage of respondents
Try it on first introduction 30%
Think to try 0%
Switch to it if good 70%
Never think 0%
Total 100%
Research Findings:
∙ Most of the mobile users in Bangladesh are under youth group.
- Bangladesh is pre-paid driven mobile market.
- Most subscribers use airtel connection for attraction to use any new.
- airtel connection is popular for its low connection charge.
- People moderately like the brand name such as Zem and Zahi of airtel.
- airtel’s specific branding strategy is preferred by the subscribers.
- People think that the amounts of advertisement airtel use are enough to attract the customer awareness.
- People moderately like the TV commercials of airtel. They think that TV commercials are not so attractive and creative.
- Tariff and call rate of airtel’s different offers are competitive in customers view.
- Cash back offer of airtel is preferred by the customer as special offer.
- People think that the amount of special offers of airtel is not enough.
- airtel subscribers prefer to switch to any new offer provided by the same operator if the offer is good.Conclusion: Airtel Telecom has efficiency in branding and promotional strategies. They use specific branding strategies to differentiate their offers easily in the market gathering. Airtel gives more emphasis on advertising on TV, print media and billboard. They use competitive parity method along with objective task method in case of their promotional budget. According to the customers’ opinion, their way of individual branding is good but brand names are not good enough. Airtel’s TV commercials are not attractive enough. The gift items are also not very attractive. Airtel has the opportunity to place itself in the topmost position by increasing their offer both middle and lower income people. They have to also build sustainable competitive advantages through promotional activities.
Recommendation:
I can suggest the following recommendations for airtel:
- Airtel should brand their offers differently for different types of customer.
- They should increase brand image through different creative program that come to the mind of customer when they think about mobile phone.
- Airtel should coordinate promotional mix elements to develop a controlled and integrated program of effective marketing communication.
- Airtel should take the decisions carefully and immediately to capture the market over the competitors.
- They should develop creative TV commercials to attract the customer.
- Airtel should recognize the opportunities and methods for contacting actual & potential customer to provide them with information about the company and brands.
Bibliography:
- Strategic Marketing by David W. Cravens and Nigel F. Piercy (New edition 2006-07)
- Marketing Management by Philip Kotler and Kevin Lane Keller (12th edition)
- The Marketing of Services by Donald W. Cowell
- Website of Airtel – www.airtel.com.bd
- Latest tariff reports of Airtel.
- Handbills of different packages and offers and services.
- www.Robi.com
- www.citycell.com
- www.grameenphone.com
- www.banglalink.com
