MKT 465slides

8/7/2019 MKT 465slides

1/21


2/21

Re-branding of

To


3/21

Presented By

ALAL AMINAMIN REDWANURREDWANUR RAHMANRAHMAN

081 162 020081 162 020

MD. REAZULMD. REAZUL HAQUEHAQUE

081 219 030081 219 030

MD. TAHMIDUR RAHMANMD. TAHMIDUR RAHMAN

082 306 030082 306 030

TANVIR NASIFTANVIR NASIF

082 363 030082 363 030

ZINAT ARA TUTULZINAT ARA TUTUL

082 699 030082 699 030


4/21

Warid: 4th Mobile Operatorin the country.

losing concern; with a customer Base of above 2.9million.

Started operation in May 10, 2007. Initially owned by Dhabi Group.

70% stock takeoverby Bharti Airtel Limited in.

Require rebranding to support future investments.


5/21

Number of Bangladesh Telecommunications Subscribers:

Market Share: 44.11 % Revenue: $789003000

Grameen PhoneLtd. (GP)

Market Share: 26.84% Revenue: $192689000

Banglalink

Market Share: 18.51% Revenue: $209082000

Robi

Market Share: 5.29% Revenue:$74101000

Airtel (Warid)

Market Share: 3.32

Revenue: $50421000Citycell

Market Share: 1.93% Revenue:$29205000

Teletalk


6/21


7/21

Points of ParityGSMValue Added ServicesInternet ServiceBoth Prepaid and Postpaid connectionCustomer Care ServiceSIM GenieEZEE Load

Points of Difference

3G infrastructure

E-portal

Instant Cash-back

Last six digits can be chosen by the subscriber

Use any network the Airtel SIM


8/21

Initial Objective:

Creating Brand Awareness.

Creating Brand recognition.

Build good Brand image.

Long Term Objective:

Customer retention.

Expanding customer base.

Become market leader.


9/21

Brand Positioning (In perpetual map):

Current positioning Desired positioning


10/21

Target CustomerRural population (new target) andYoung generation in whole country ( existing customers)

GoalPresent Plan:

Build the Brand

Future Plan:Capture the 70% village market


11/21

Timeline of the branding

Build the Brand

2011 2012 2013 2014

Be the No 2 telecom of Bangladesh2015 2016 2017 2018

Be the Number 1 telecom of Bangladesh

2019 2020 2021 2022 2023 2024 2025 2026


12/21

Re-branding process:

Introducing Airtels:

tune

slogan &

new Logo

High quality voice

Easy prepaid and postpaid offer

Strong networking strength

Introducing 3G network

High bandwidth internet solution

Cheap Roaming and international call


13/21

Service

Package

Prepaid Golpo

PostpaidAirtel

Postpaid

Other

Services

VASs

3 G

servicesCustomer

Service


14/21

Voice Calls Outgoing:

On Net TK. 0.25

Off Net TK. 0.70ISD ISD tariff

SMS Calls Outgoing:

On Net TK. 0.25

Off Net TK. 0.30

International TK. 2.30Other Facilities

Pulse 30 sec

Voice Calls Outgoing

On Net TK. 0.25

Off Net TK. 0.70

SMS Calls Outgoing:

On Net TK. 0.25

Off Net TK. 0.25

International TK. 2.30

Other Facilities

Pulse 30 sec

Line rent

Monthly line rent Tk. 50Line rent waiver BDT 300/month

Credit Limit BDT 1000


15/21

Advertising (TV & Radio)

Print Media (Newspaper, Magazines)

Out-of-Home mediaNon-traditional advertising

Direct Message

Interactive media (online & digital)Event Sponsorship


16/21

Media Name Percentage

Advertising (TV & Radio) 30%

Print Media (Newspaper,

Magazines)

20%

Out-of-Home media 18%

Non-traditional advertising 25%

ire t Message ( MS) .5%

Intera tive media (online &

digital)

.5%

Sponsorship 6%

Total 100%


17/21

Media Name Percentage

Advertising (TV & Radio) 45%

Print Media (Newspaper,

Magazines)

30%

Out-of-Home media

(billboard)

15%

Non-traditional advertising 5%

Direct Message 2%

Interactive media (online &digital)

3%

Total 100%


18/21

Possible problems:

Competitors Movement.

Associated advertising risk

Change in customers preference

Solutions to these problems:

Anti-Movement by Airtel.

Buy potential advertise time slots.Customer satisfaction survey.


19/21

Brand will be more exposed to the customer.

Customer base will increase.

Positive Brand image will be established.Desired positioning state will be achieved.

Set new goal.


20/21

Thank You

!!!


21/21

Documents

MKT 465slides