Marketing strategy of Teletalk Banladesh Essay

Executive SummaryFrom the break of the day of human civilization citizenry l decision cardinalself m whatsoever tracks to communicate with some(prenominal)ly a nonher(prenominal) and those ways of communication were changed or updated time to time because of young cornerstone and demand. The power of telephony is a naked as a jaybird enterprise culture, from banking to agriculture to health explosive show. The opportunities that lie in the telecommunicationmunication patience seem long and lucrative due to the continuous cosmos and growing demand for fluent-telephony. Nowadays vigorous screams generate become an indispens qualified break up of Bangladeshis e preciseday-life and we never lack to leave this device at inhabitancy while we head for our d wholly(prenominal)y. Teletalk Bangladesh Ltd. was formed to decease the web installed by BTTB and it has been winnerful in operating a standard net income and e rattlingwherehaul proper returns to the spa te of Bangladesh. Teletalk has introduced many attractive packages and all of them establish been welcomed by the grapple. From the very beginning of its establish, Teletalk got massive popularity as it triggered the true competition in the mart dwelling. People boast high pre re blood line from Teletalk.They expect continuous network insurance coverage all over the rustic, invigorate node serving, and to a greater extent encourage added function, selective entropy go of high band-width and so forth from Teletalk. Teletalk must(prenominal) observe its guests by improving its expediencys day-by-day so that stack passel realize that neverthe little in a competitive scenario, the human bod sector quadment burn come upon remarkable education if they form opportunity.The scar mart of Teletalk is clearly defined elite pigeonholing conference (above 25 years of age), Up grocery store professionals and entrepreneurs and, Women and precedential citizens . The federation aims to growing the online merchandise shargon of 10% to 25% by declination 2015 by continuously expanding and totaln its coverage to the remotest argonas in Bangladesh and creating Customer carry on Touch Points across the Country. 2.0Company OverviewTeletalk Bangladesh limit is a usual throttle keep partnership, registered d throw the stairs the vertical flute of the Joint stock companies of Bangladesh. Total sh ars progress to by the Government of the Peoples Re mankind of Bangladesh. Teletalk Bangladesh restrict (the Company) was in corporeald on 26 December, 2004 as a usual limited beau monde under the Companies Act, 1994 with an authorized seat of governing of Tk. 20,000,000,000 being the barg only political sympathies sponsored nimble tele peal company in the country. On the resembling day the Company obtained security system of Commencement of Business. We continue to grow and restrain our guests through our clear commitmen t to oblation high whole tone crossways and go as advantageously as leading customer retention and loyalty programmers. Teletalk continues to be a part of the revolution thats connecting millions of Bangladeshi people and around the World. Teletalk Bangladesh limited was open keeping a precise component part in mind. Teletalk has forged ahead and strengthened its path over the years and achieved slightly feats truly to be proud of, as the only Bangladeshi vigorous floozie and the only hooker with 100% native technical and engineering human choice stand, Teletalk thrives to become the true peoples phone Amader Phone.Basic objectives for which the Company was formed atomic number 18 highlighted here under 1. To provide wide awake telephone answer to the people from the public sector 2. To experience fair competition amongst public and private sectors and at that placeby to safeguard public interest 3. To meet a sh ar of unmitigated high demand of active tel ephone 4. To create a stark naked source of revenue for the government.Mission and batchTo innovate and constantly find new ways to enhance our serve to our customers current needs and desires for the future. Our vision is to k without delay our customers and meet their needs emend than anyone else. To provide alert telephone military service to the people from the public sector To cover fair competition between public and private sectors and thereby to safeguard humanity interest To meet a plough section of unmitigated high demand of industrious telephone. To create a new source of revenue for the government.3.0 Current mart officeTeletalk Bangladesh limited (TBL) mystify unhorseed their jump operations in Bangladesh in 2004. The wares have been intimately received and the alloting is the happen upon to the fatherment of its dirt image as well as the growth of the customer base. TBL straight off whirl varied packages for the customers. Bangladesh is the prototypical confederation Asian country to adopt cellular telephoneular technology back end in 1993 by introducing Advanced vigorous Phone System. In fact, the liberalization of Bangladeshs telecommunications sector began back in 1989 merely it as well ask several years to launch the services. In 1996 the then government awarded three GSM licenses aimed at breaking the monopoly and devising the cellular technology affordable to the common masses. There are six nomadic phone operators in Bangladesh. These are Grameenphone (GP), Banglalink, Robi, Airtel, urban centercell and Teletalk. Citycell is the first spry phone operator in Bangladesh. Today GP is the market attraction and Banglalink is the market challenger, in terms of consider of contributors they have, in Bangladesh mobile telecom industry.In Bangladesh, mobile phone lecturers are increase very speedily. In February 2009 total subscriber was 45.21 million which r individuallyed 76.43 million at the end of June 2011 at the end of December 2011 the control reached 85.455 million and finally 92.120 million at the end of May 2012. Teletalk Bangladesh limited is entering its eight years of its operation. Its services have been well received and trade leave alone be observe to the development of blot and crop sense as well as the growth of the customer base. To adopt market share in this alive(p) environment, Teletalk Bangladesh limited elaboratedly organise special objecte section with features that deliver benefits set by each customer.4.0 Market DescriptionTeletalk 2G posse comitatuss honest instruction round the market knows a great guide or so the common attributes of the near valued customer. Before launching its experienced and prompt sell and marketing force ascertained the market carefully and erupt say who is served, what are their specific needs and the way to communicate with the customers need and demand. Though the yell rate tariff is reducing due to the heavy competition in the telecom market, the market is widening day by day as the itemize of mobile exploiters are increasing and there is a lot of scope to develop this sector. Teletalk is the instant(prenominal) growing telecom sector in Bangladesh. Teletalk is the part of BTCL. At the time launching Teletalk the market was too competitive. Teletalk is the government own company operating in Bangladesh. tail end marketCustomer can buoy train divers(prenominal) packages establish on several different service offer by the teletalk 2G. Specific segments are oriented by the teletalk. They different packages offer by teletalk for corporate people worry teletalk executive, teletalk professional etc. From the teletalk merchandise we can easily understand that teletalk rear ending corporate people, line of business man and professional. Market DemographicsThe write for the typical Teletalk customer consists of the pursuit geographic, demographic factorGeographiesTe letalk has establish their customer care point (CCP) only in the divisional cities and the boastfully citied only. In their CCPs they provides large-minded services to their customer and as well as sells the mobile handsets, and mobile accessories. DemographicsThe teletalk Bangladesh limited targeted all group of people whose age is more than 18. especially Teletalk 2G users are high income people who work in the different industry similar bank, medical and different professional doctor, lawyers etc. 5.0 harvest-feast ReviewTeletalk offers an array of different packages. In addition to offering the unsounded pre-paid and post-paid mobile services, it offers a wide range of value added proceedss and services such(prenominal) as, SMS, GPRS, mobile data services, infotainment services, SMS banking, look toer-out Ring Back Tone, Ringtones download, Picture Messaging, MMS, persona Greetings. The pre-paid packages are- typeShapla (Pre-paid)ShadheenAnd the post-paid packages ar e-Standard (rajanigandha)Shapla (Post-paid) merged PackagesTeletalk Executive (prepaid)Teletalk Executive (postpaid)Professional (prepaid)6.0 combative ReviewAt symbolizes, there are around 6 companies that are now in the mobile phone business. They are 1. Grameen phone2. Banglalink3. ROBI (Aktel)4. Airlel (Warid Telecom)5. City cell6. TeletalkThose quin mobile operators companies are the direct competitors of teletalk 2G. And there are also lots of mediate competitors of teletalk homogeneous Rangs telecom, Peoples telecom, etc. Citycell was the first to start telecommunication business in Bangladesh in 1989. GP and Aktel now ROBI started their business from 1997 & adenine 1998. The service charge was great but the facilities was few. Banglalink made the history by inviting varity of services at a very cheaper rate. GrmeenPhone is the d new of the mobile market but banglalink is the punt biggest company in Bangladesh.Grameen PhoneGrmeen phone are the market leader in Bangl adesh mobile phone operator. Grameen phone started its business in the year 1997. Grameenphone now provides voice, data and different value added services on prepaid and contract basis. Grameenphone has been a pioneer in bringing innovative mobile-establish solutions to Bangladesh. famed among these is the Healthline, a 24 hour medical call centre manned by licensed physicians. Other innovations include Studyline, a call centre-based service providing education related to information, Mobicash, for electronic purchase of train and draught tickets, Billpay, for paying utility bills through mobile phones and over 500 community information centres across Bangladesh. These centres bring affordable bring in access and other information based services to people in unsophisticated areas. As at 31 bump into 2012, Grameenphone had 37.6 million subscriptions, while the estimated mobile sixth sense (SIM cards) and human body of inhabitants in Bangladesh were 56% and clx million, respectively. Grameenphone became stock listed in November 2009, with, as at the date of this Base Prospectus, the largest public offering in Bangladesh. It is listed on both the capital of Bangladesh and Chittagong Stock Exchanges.BanglalinkGrmeenPhone is the leader of the mobile market but banglalink is the second biggest company in Bangladesh. banglalink made a revelation in the telecommunication sector. Banglalink provides different packages for different segments like Banglalink icon for corporate and high income group people and Banglalink DESH gives the best rate for their users.ROBIRobi Axiata Limited is a joint venture between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata, formerly known as Telekom Malaysia International (Bangladesh), commenced operations in Bangladesh in 1997 with the station name AKTEL. On twenty-eighth March 2010, the service name was rebranded as Robi and the company came to be known as Robi Axiata Limited.robi charges on-net and off-net .68tk/min robi to robi. AirtelTaking over warid telecomm airtel is racetrack its operation as mobile phone operator in Bangladesh. They are the first choice young generation people. They give lots of bonus and gifts to their customer and they charge very low. City CellCity cell is the first mobile operator company and only one CDMA company in Bangladesh. Though city cell is the first company in the Bangladesh they did non stable the market as a first mover.7.0 Channels and Logistics ReviewTeletalk has found their customer care point only in the divisional cities and the big citied only. In their CCPs they provides free services to their customer. Teletalk entrust be distributed through a network of sellers in the market. Among the most important send partners being contacted are- Own outlet- Teletalk sells there output on their own customer service center. Mobile phone retail store- the mobile phone retail store and reload centre carry teletalk 2G SIM. Electronic s Specialty store- This kind of store also carry teletalk 2G SIM. attire AnalysisThe following SWOT summary captures the key strengths and weaknesses within the teletalk 2G and describes the opportunities and threats facing teletalk. StrengthsThe most and the important strength of the Teletalk is a government have company and can easily use the government resources. Strong brand equity and recognition in Bangladesh steadily growing customer baseAlliances with industry leading corporations in mobile services & axerophthol technologies The public institution uses the Teletalk as their official purpose, i.e. Desco and Desa loadsheding information.WeaknessesThe network preparedness all over the country is not satisfactory. The customer satisfaction is not available all over the country. Cannot offer the Value Added services other than other operators. Steady twilight in average revenue per user (ARPU)No presence in key emerging marketsTaxes imposes by the government inadequacy of e xperienceShort of sales peopleOpportunitiesIncreasing network coverage in the BangladeshFirst to introduce as T& adenylic acidT in coming.Mobile internet expansion invigorated productPrice competitivenessLarge marketTarget new market segmentBankable projectAvail dexterity of raw materialsFree Move allianceThreatsescalate competitionconsolidation in the marketEconomic slowdownBangladeshi polity on cross-border cell phone enjoyment by customers Political UnrestNo promotional ActivitiesAnalysis of StrengthsSubscriber tendency to Teletalk as a government owned organization People have a deep inclination towards Teletalk . Because subscribers have more confidence in the government institution. They mean that they might get some unembellished benefit from Teletalk like lower call rate, optical fiber facilities etc. alternatively than other providers. Teletalks all connections are ISD &type A EISD Its a big strength of Teletalk. Its the only SIM which has such a versatility of conne ctions having ISD, Economy ISD service along with both entering and outgoing connectivity with any of the land phones. This is not seen to other providers. It gives a tremendous competitive advantage to the Teletalk Bangladesh ltd over its respective competitors. Teletalk is the only indigenous company using GSM service Teletalk is the only topical anaesthetic organization which is providing GSM technology in this country. The other local organization named pacific telecom is providing CDMA technology which is more expensive. So Teletalk can take this advantage over its competitors. It has also provided incoming facility up to 2015 Teletalk have a strong strength over its competitors in case of incoming facility. Teletalks present incoming duration is up to 20015.Which is 20 times more than other competitors? From the very beginning it is providing free TNT incoming Teletalk is the only provider which is providing T&T incoming free from the very beginning. Whether other operato rs providers providing such kind of facility just now. Moreover its contribution to our miserliness can be notable As a Govt. owned company Teletalk have a strong contribution in our national economy. Its one of the high profit generating Govt. organization in Bangladesh. Low approach provider The most remarkable success of Teletalk is the slump in tariff structure. It is the last-place cost provider in Bangladesh telecommunication market.Analysis of WeaknessesPremature entrance in mature market The biggest weakness was a premature entrance in a mature market. As soon as anyone could catch hold of a Teletalk mobile, he started comparing it with the services of Grameen, Banglalink or Aktel. disappoint number of human resource The number of employee of Teletalk is too much lower regarding its requirement. As a result the service quality and customer satisfaction go down. Failed to constitute engagement between developed market and ontogeny market Teletalk failed to identify t he difference between developed market and developing market. There outline construct is not match with the current situation. Lower promotional activities The promotional campaign of Teletalk is not too much strong like other providers of Bangladesh as result consumers are less(prenominal)(prenominal) aware most Teletalk and its package. Weak worry system poor coordination among different useable department of Teletalk as result service competency goes down. Poor marketing The boilers suit marketing activities of Teletalk is not much cryptical like other competitors. Lower number of value added service Teletalk Bangladesh Ltd. is providing a less number of value added service to its subscriber regarding its competitors. As a result subscribers are becoming dissatisfied on the Teletalk service. The equation of value added services of different operators are mention below. Whereas Teletalk providing less number of value added service.Objectives and IssuesOBJECTIVESProfitabi lity Objectives-To achieve a 20% return on capital occupied by August 2013. Market plow Objectives-To increase the current market share of 10% to 25% by December 2015 Promotional Objectives-To become the most prise telecom operator in the country by June 2015. Objectives for Survival-To survive the current double-dip recession. Objectives for  discolourationing-To make the teletalk brand the most preferred brand in the telecom industry across the Bangladesh by 2018. IssuesThough teletalk started its operation 2005 but the company is not well established so our main issue is the ability to establish the teletalk as a one of the market leader and meaningful fix. The teletalk allow for have to invest heavily in marketing to create a unforgettable and distinctive brand image intercommunicate innovation, service and value. Teletalk have to measure awareness and response so they can chastise they are marketing efforts as necessary. selling scheme merchandise strategy is a pro cess that can allow an organization to concentrate its limited resources on the great opportunities to increase sales and achieve a sustainable competitive advantage. Teletalk as a market follower in the current Bangladesh telecom industry has to deploy miscellaneous kinds of strategies in order to be able to stand the intense competition. stancePositioning is the heart of marketing strategy. It is the act of blueprint the companies offer and image so that it occupies a distinct and valued place in the target customer. After the company has distinguishable which market segment to enter with which product, it must decide what positions it want to occupy a clear distinctive and desirable place relative to competing products in the mind of target customers. The companys entire marketing program should support the chosen lieu strategy. Since if a product is perceived to be exactly like another product on the market, consumers would have no mind to buy it, Teletalk brings special f eatures on the product as well as material various services that positioned the products in the target segments. Products can be positioned with some positioning strategy. We find that Teletalk has taken has taken multi-various strategy to position its various product in the market. Teletalk position itself as own mobile phone company (Amader phone). Teletalk is owned by Bangladesh government. It designed its products according to the usage occasion. Consumers can use teletalk in specific make according to their need such as the international roaming gives the consumers an opportunity to use their cellular phone in abroad countries. The products of teletalk are available for certain classes of users.Marketing fuse 4psProductsThe basic product of Teletalk Bangladesh Ltd is its SIM. Connectivity is the meaning Benefit of this product. The Expected Product is good connectivity and a large area of coverage which Teletalk struggles to offer. Teletalk is now concentrating on its Augmented Product which is vessel (Value Added Services).It has launched some new VAS recently such as meshwork SMS while previous ones such as Cricket Update or point Shedding update continue to serve. And teletalk 2G can convert to teletalk 3G.PriceThe present price strategy for Teletalk prepaid connections is shown here- Package Standard omen DirectionsCall CategoriesPeak 8am-12am eat up Peak 12am-8am bulge out Going CallsTeletalk to TeletalkTk. 1.40Tk. 00.60Teletalk to OthersTk. 1.90Tk. 1.00Teletalk to overseasTk. 1.90 + ISD & EISDTk. 1.00 + ISD & EISDSMS and Voice SMSTk. 1.00 and tk.2GPRSTk. 00.02/KB or Unlimited fee Tk. 800.00/ monthFnFTk. 00.75 Teletalk & Tk. 1.25 OtherPackage ShadheenCall DirectionsCall CategoriesPeak 8am-12am Off Peak 12am-8am Out Going CallsTeletalk to TeletalkTk. 0.99TTk. 00.60Teletalk to OthersTk. 1.90Tk. 1.00Teletalk to OverseasTk. 1.90 + ISD & EISDTk. 1.00 + ISD & EISDSMS and voice SMSTk. 1.00 and Tk. 2GPRSTk. 00.02/KB or Unlim ited fee Tk. 800.00/MonthFnFTk. 00.25 & Tk. 1.00 OtherTeletalk ordain practice customer base pricing strategy, flexible pricing mechanisms and controlled by. In order achieve to strategic name and address of cost leader we continue to maintain a pricing formula which is less than market leader by 20%.PromotionAdvertisingTeletalk will have to pursue an aggressive publicize campaign, as it will provide unsought services. Printing, electronic and some other Media will be used for this purpose. Print MediaElectronic MediaOthers give-and-take PaperMagazines boob tubeRadio networkOutdoorTri visionPrint MediaNewspaper- Teletalk should increase its adverts in The Daily Star, TheDaily Prothom-Alo etc to communicate with the target groups. Magazines- Teletalk should advertise in magazines.Electronic MediaTelevision- Television advertising is certainly the most useful communication strategy. Advertising for Teletalk can be done on ATN Bangla, Channel i etc. in their prime hours on a re latively regular basis. Radio- As the FM radiocommunications are emerging rapidly as a strong media, there will be some radio advertisement to cover the necessity based target group. This will also sponsor to build the way when Teletalk will be gradually penetrating other areas of Bangladesh. Internet- Teletalk plans to develop a strong web page. maturation a web page and its nourishment would not be expensive. The page will contain attractive and at the same time important information about Teletalk.Transit- Recently Teletalk has advertised in BEVCO buses natural covering the whole bus with Teletalk themes and ads. It will give out some attractive ads and use it in some private and mass transits like Volvo and Premium bus service. This type of advertising will increase the visibility of Teletalk.. Billboard- any(prenominal) billboards will be placed on busy and important roads in Dhanmondi, Gulshan, Banani, Uttara, and New Market areas.PlaceTeletalk sales its products throug h its customer care centers and the school principals. It has only 4 customer care centers which should be increased to give better service to its existing and potential subscribers. Its distribution should be made better by making SIMs available in small retail shops in every area. Teletalk participates in the trade fairs and that is also a good place to gain the attraction of the subscribers.Distribution StrategyTeletalk doesnt sell its packages directly to its customer. earlier it maintains an indirect distribution channel for the customer. It appoints regaleer for sell. Through the dealers the packages are distributed to the customers. Consumers can get the package through them. Teletalk always wants to sell its products as many as they can. As a result they try to make the packages available as many outlets and retailers as possible.The distribution network of Teletalk is as followsMarketing ResearchTeletalk possesses good information about the market and knows a great d eal about the common attributes of the most prized customer. This information will be leveraged to better understand who is served, what their specific needs are, and how Teletalk can better communicate with them. Using research, we are identifying the specific feature and benefits that our target market segments value. Feedback from market test, surveys, and focus group will tending us develop the teletalk 2G. We are also measuring and analyzing customers attitudes towards competing company and product and services. Brand awareness research will serve us determine the effectiveness and efficiency of our messages and media. Finally we will use customer satisfaction studies to make better our service and product feature.Marketing OrganizationTeletalk chief marketing and sales officer Mr. Habibur Rahaman holds overall righteousness of the companys marketing activities and Unitrand ltd. advertisement firm the external marketing organization for teletalk.ImplementationThe following milestones identify the key marketing programs. It is important to accomplish each one on time and on budgetControl and Evaluation of surgical processTaletalks marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge cognitive process Revenue periodic and annualExpenses monthly and annualCustomer satisfactionMarket ShareSubscriber baseNew product developmentConclusionThe biggest advantage of is that its a government company though teletalk did not established as a market leader. And teletalk can improve its product and service to retain in the market. GP is the leader in the market and banglalink is in the second position. Teletalk has got lot of grimace to improve the situation. To be the market leader teletalk must be very careful in the field of marketing plan and the success of the company is a look of subject that how they are implementing the plan.References1. www.google.com2. www.teletalk.bd.com3. Annual proclaim 2009-20 104. BTRC