Académique Documents
Professionnel Documents
Culture Documents
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Bangladesh is a country where there are lots of people has a capability to use mobile
service getting faster their life. As our population is very large Bangladesh can be a
very good market. At present, middle class people are growing very fast and many
mobile service companies are playing a great role to serve this large number middle
class people. CityCell is one of the pioneers to serve the middle class people with
Through this study our objective was to learn how to put a product(service) into the
market with the help of different marketing strategy and to implement our
Since the company was in full working hours and accessibility to divisional
and gather as much information as possible but there was little scope to interview
all
the concerned personnel in such a short span of time. Again companies are very
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1. The Company
Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service
provider in the Indian subcontinent. The address of the Head office is: “Pacific
Centre” 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group
Limited and Hutchison Whampoa Limited. CityCell Digital is the brand name
under which Pacific Bangladesh Telecom provides wireless telecom or mobile phone
The Pacific Group is a group of companies under common ownership. The group
(Pacific Industries Ltd.), fisheries (Bengal Fisheries Ltd.), tea (Noyapara Tea
multinational company with its origins dating back to the 1800s. As part of the Li
market capitalization, HWL is one of the largest companies listed on the Hong Kong
stock exchange. With over 150,000 employees worldwide, the Group operates five
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In October 1990, Hutchison Bangladesh Telecom Limited (HBTL) was formed as a
Whampoa Limited of Hong Kong. In March of that year BTL had been issued a
license by Bangladesh Telegraph and Telecom Board (BTTB) for operating cellular,
paging and other wireless communication networks. The joint venture agreement
with Hutchison gave HBTL the right to use BTL’s cellular license while Hutchison
However, there soon ensued a legal dispute between BTTB and BTL regarding the
channels which ensured connectivity to the BTTB network. The Supreme Court
then ruled in April 1993 that BTTB would have to provide PSTN connections to
HBTL, but also that BTL would have to transfer the cellular portion to the license
to HBTL. BTTB gave HBTL the PSTN connections in August 1993 and HBTL
the same month. The owners of HBTL decided to sell their stakes in the company
due to the legal war. HBTL’s shares were divided into two parts: Type A, which was
held by BTL and Type B, held by Hutchison. Each type of share represented 50%
title of HBTL. Pacific Motors Limited bought the type A shares while Hong Kong
based financial investors Far East Telecom Limited bought the Type B shares.
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On 12th February 1996, HBTL was renamed Pacific Bangladesh Telecom Limited.
PBTL uses the brand name CityCell Digital to market its cellular products. In order
to boost the financial and also the managerial strength of PBTL, the shareholders of
PBTL has completed the transaction under the agreements in which Fujitsu
established in Cayman Islands, would acquire 10% and 20% equity shares in
With this acquisition of 10% shares in PBTL by Fujitsu Limited, a Global Fortune
500 company, they have further strengthened their presence in Bangladesh and also
market. Fujitsu has long been supplying Microwave links and telecommunications
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History in brief
Chronology of CityCell's Achievements
Date Event
Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular,
1989
paging, and other wireless communication networks.
Hutchison Bangladesh Telecom Limited (HBTL) was incorporated in
Apr-90 Bangladesh as a joint venture between BTL and Hutchison
Telecommunications (Bangladesh) Limited.
Apr-93 Agreement with BTTB regarding PSTN links.
Aug-93 1st cellular operation in the South Asian sub-continent
HBTL began commercial operation in Dhaka using the AMPS mobile
Aug-93
technology.
Dec-93 Pacific Motors Limited acquired the entire 50% share holding of HBTL.
HBTL was renamed as Pacific Bangladesh Telecom Limited (PBTL) and
Feb-96
launched the brand name “CityCell Digital” to market its cellular products.
Mar-97 1st to extend coverage to Chittagong
Apr-97 CityCell began commercial operation in Chittagong.
Mar-99 1st to adopt CDMA technology
Apr-99 CDMA technology was first introduced by CityCell.
Asian Infrastructure Development Company (AIDEC) and Fujitsu Limited (FL)
Sep-00
became shareholders in CityCell.
Jan-01 1st to set-up a communications backbone to Chittagong
Apr-01 Dhaka-Chittagong microwave is launched.
CityCell introduced the 15-second pulse rate in the cellular industry of
Nov-01
Bangladesh.
Jan-02 CityCell commences operations in the Sylhet zone.
Value Added Services (VAS), such as 24 hour billing information, news,
Jan-02
services, sports, etc., are introduced.
Mar-02 First operator in Bangladesh to offer off-peak rates.
First operator in Bangladesh to offer prepaid services with two-way PSTN
July-02
connectivity.
CityCell extends coverage to Rangpur, Dinajpur, and Syedpur, the northern
Sep-02
districts of Bangladesh.
Oct-02 Short Message Service (SMS) is introduced.
Jan-03 CityCell launched its services in the major northern business city of Bogra.
Feb-03 First operator in Bangladesh to introduce the One2One post-paid package.
CityCell reaches a coverage level of 40 districts out of a total of 64 (61 districts
Jun-03
eligible).
Jun-03 Network capacity is increased to 240,000.
CityCell introduces “Amar Phone”, a postpaid mobile-to-mobile package
Aug-03
offering the lowest outgoing rate per minute in Bangladesh.
First operator in Bangladesh to introduce IDD and NWD for prepaid
Sep-03
subscribers.
CityCell reaches a coverage level of 51 districts out of a total of 64 (61 districts
Oct-03
eligible).
CityCell’s 24-hour customer call center opens. Network capacity is increased to
Nov-03
280,000.
Year-end active mobile subscriber base reaches 179,058 with coverage in 51
Dec-03
districts.
Mar-04 CityCell opens its customer service centres 7 days a week countrywide.
June-04 CityCell launches RIM based handsets.
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CityCell packages are focused to follow the company’s differentiation strategy.
There area number of market segments into which CityCell’s potential and current
customers can be divided. PBTL always strives to make each CityCell package
released to be unique and noticed above that of the competition. They also try to
attain distinctness in their sales and marketing strategy to make them seem like a
unique, ‘blue-blooded’ mobile phone company. In order to do this, they have made
a number of strategic choices which may set them as being different from other
The primary strategic choice that has affected them is such a manner is their choice
has yet to gain a significant acceptability in Bangladesh. Thus what has happened is
that there is a serious shortage of CDMA sets and, as knock-on, effect higher price
of the sets that are available. Worse, many sets are simply lying around due to lack
of spare-parts. Customers have to pay line rent for faulty or dead sets. Many
customers are disconnecting their CityCell lines and buying cheaper packages from
other companies. The detrimental effect this has had on operations is that PBTL is
finding increasingly less room to maneuver and introduce new features in their
service which will help them combat competition. This also means that they have to
fight for survival rather than for dominance. Inherently, PBTL’s strategies appear
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the severe effect that centralization of organization has on operations. The regional
offices are responsible for handling phones only in that zone. There is a severe lack
of coordination between the various regional offices which has a detrimental effect
on customer satisfaction. Worse, the entries for each zone are done all on one floor
in the head office at the vast majority of customers buying their sets directly from
PBTL, it means that they are also dependent on PBTL for repairs and spare part
needs. Thus the current staffs who work at repairs and servicing are severely
overworked. This affects morale and employee satisfaction, reducing the efficiency
of set-servicing process and thus has results in dissatisfied customers. In all PBTL is
can fully harness this potential. The potential is present in all the factors of
operations:
its stakeholders
What PBTL needs to do now is to harness all these positive factors, negate the
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Mission
PBTL’s mission statement is “The most successful cellular, paging and other
expertise.” This mission statement puts into perspective a few points about CityCell
Digital. Their inherent emphasis is on quality not cheapness of service. The first
priority is to provide a high end service that can be used for both commercial and
personal use.
Vision
The Vision of the company is “To continue to be the leader in the Telecom industry
in the region and provide a complete communication solution to our customers with
This is important to CityCell especially as, until recently, they positioned their
packages as high end packages. This means that they need to promote their
packages especially to corporate and business users. Such customers will require
Objectives
1. Qualitative Objectives:
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#Creating innovative, unique, and cost-effective various products to
customers.
2. Quantifiable objectives:
# Increase subscriber base over 27 lacks on the network by Dec 31, 2005.
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CONTROLABLE FACTORS (4P’s)
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1. Product
(a)Product Category
category.
The product length that is some products under different categories are stated as
follows:
consumers. This product can reach the Local T&T, NWD, IDD and all Mobile
service across the country. It is one of the old packages of CityCell Digital. Still this
package is being provided to many high income group consumers. Both small and
consumers. This product can reach the Local T&T, NWD, IDD and all Mobile
service across the country. This is one of the regular packages which have the most
number of subscribers. This package is known and admired to all. The subscription
fee and the tariff are affordable than the other mobile operators are offering. These
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days not only high income group but also high medium and medium income groups
also use this service because of the lowest billing rate offered by CityCell Digital.
3. ‘Shabar Phone’ (Mobile to Mobile with T & T Incoming and Limited Outgoing):
having this subscription. It is very popular among students and medium salaried
servicemen and a good number people from different occupation are using this line.
4.. ‘Amaar Phone’ (Mobile to Mobile): Personal use by mainly medium income
consumers. Though not widely used but still this option is open for a group of people
institutions and business organizations. This package has been mostly used in village
area, but recently we have seen that in city area many people using this service for
mobile to mobile business because of low rate. High frequency antenna help the
1.‘Aalap 24’ (Mobile to Mobile with T & T Incoming and Outgoing): In this
option customers are given T&T incoming and out going facilities. Here a
person can receive a call from T&T, NWD or IDD call with flat rate, which is
the first in Bangladesh. Along with this incoming facility customer can also
call some one within the zone to the T&T land phone.
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2 ‘Aalap B’ (Mobile to Mobile): In this option customer will have only mobile to
3.’Aalap Call Me( Mobile to Mobile with T & T Incoming and Outgoing):
Aalap Call Me is a full BTTB connectivity package with the unique and innovative
call2cash feature.It gives the subscribers Access to any mobile in Bangladesh, 24
hour BTTB local/NWD/ISD connectivity Under the call2cash feature Aalap Call Me
subscrivers will get Tk. 0.25 added to their account every minute when they receive
calls from other CityCell phones ,Freedom to choose up to 3 CityCells number and
make calls at 50% reduced tariff under One2One scheme andCityCell to CityCell
SMS at a reduced rate of Tk. 1.50 .
4%
36%
31%
Citycell 1000
Citycell 500
SobarPhone
Amar Phone
29%
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10%
Aalap
24&CALLMe
Aalap B
90%
2. PRICE
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Monthly Subscription charge Tk. 1000
Outgoing Rate Flat Rate
To Mobile (Zonal) 3.00
To Mobile (Interzonal) 8.00
To T&T 3.00+BTTB
Incoming Rate
From T&T 3.00
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Monthly Subscription charge with CLI Tk. 250
Outgoing Rate Peak Off-Peak SOP
To Mobile (Zonal) 4.00 3.00 1.50
To Mobile
6.00 5.00 5.00
(Interzonal)
To T&T N/A 3.00 + BTTB 1.50 + BTTB
Incoming Rate
From T&T 3.00/min 2.00/min 1.00/min
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Monthly Subscription Fee Tk. 250
Outgoing Rate Per Minute
To Mobile (Within Zone) 2.50
To Mobile (Other Zone) 5.00
To T&T, NWD, IDD 2.50 + BTTB
Incoming
From T&T, NWD, IDD 1.50/min
From Any Mobile Free!
‘Aalap 24’:
‘Aalap B’:
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Outgoing Rate Peak Off-Peak
Incoming Rate
From any Mobile Free Free
T&T 3.00 2.00
3. PROMOTION
1.Product Promotion:
This Company is responsible for the process of promoting CityCell products and
also designs of new packages. This is done after extensive market research and
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advertising media, then dissemination of information by means of advertisements;
and indirectly through dealers by providing them with promotional material. This
division is also responsible for public relations which do not include corporate
package for customers. They also provide help for other departments such as the
front office and services marketing in order to promote CityCell packages to both
current and new customers. This helps very much in handling cases of dissatisfied
customers and also in case of adjusting customers with old packages who have to be
convinced to upgrade their packages to the new ones on offer. The company sub-
number of events are held to integrate promotional activities with public relation
exercises to enhance the image of CityCell digital and better promote the packages
on offer.
2. Product Design:
This division is responsible for the design of packages and the fixing of tariff rates
which are actually the rates of usage for each package. This department is also
responsible for the coordination of market research for the whole company. They
will integrate knowledge gleaned from extensive market research into the design of
new packages that fulfills the needs of customers. This is done very frequently as the
needs of even the most stable of customer segments change and the company has to
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4. DISTRIBUTION
Distribution channel is the bridge between the company and the consumers.
Distribution channel is very important for any company. If there is any gap in
distribution channel the marketer is unable to reach its product and services to the
customers in time.
channel. As the market is growing fast, it is giving dealership to sell the mobile to
the direct customers. There are many interested people who want to become
distributor of CityCell Digital. But CityCell has some strict policies that are
In recent days CityCell has signed agreement with established distribution channels
like Singer Bangladesh, Rangs, Flora who are also acting as CityCell Digitals
distributors.
Channel Management:
This division is responsible for channel management has the very important job of
setting up marketing channels by which packages are distributed among clients and
the selection of new dealers and motivating them and current dealers to promote
also responsible for seeing that there is an excellent support network for each dealer
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and that they are satisfied with their monetary or otherwise remuneration. Each
dealer is a business partner and not a surrogate arm of the company. They are given
the marketing tools to act as if they were branches of CityCell in their respective
areas. This department is also responsible for checking that each dealer does not cut
are given high priority in terms of sales and also in terms of after sales service. Of
course this is due to the high usage and need for good long term goodwill with such
corporate clients. This department however deals mainly with sales to corporate
customers and maintenance of relations with both current clients as well as scouting
out potential new corporate clients, whereas the after sales service and other issues
are dealt with by the customer services operations section of the company. Selling
product to the general customers is also controlled by this division. Direct sales
division is also responsible for direct face to face inquiry by the general people who
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Chief Marketing Officer
Sales Marketing
Corporate and Direct Sales Channel Management Product Promotion Product Design
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C h a ir m a n
M a n a g in g D ir e c t o r
A d v is o r
D i r e c t o r E n g gS r V P V P V P S r V P
V P
C T O V P A V P A V P A V P A V P
( F i n a n c e )( C o m m e r c i a l)A V P
G M A V P E x e c u t i v e E x e c u t i v e S r E x e c u t i v e
S r E x e c u t i v e
V P S r E x e c u t i v Oe f f i c e r E x e c u t i v e E x e c u t i v eS r E x e c u t i v e
E x e c u t i v e ( S t o r e )
A V P E x e c u t i v e O f f i c e r O f f i c e r E x e c u t i v e
O f f i c e r
S r E x e c u t i v e S r O f f i c e r
E x e c u t i v e O f f i c e r
T e c h n i c a l o f f i c e r
UNCONTROLABLE FACTORS
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1. Competition:
the mobile servicing industry and all the 3 companies who are working in a stable
growing company and their direct competitors are those companies who are also
fast growing. In terms of precision Grameen Phone and Aktel are the largest
competitors as they altogether captures 80% of the market. But these two
companies have reached the peak of its sales and companies like PBTL is trying to
2. Economical Factors:
The economy of Bangladesh is not favorable for any business. The economy depends
on a lot of things and these things sometimes shake the expectations of the
Other economical factors like; taxation, inflation or devaluation of taka also affects
the company. These economic factors play a great role in the decision making part
of the PBTL
3. Political Factors:
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Political hassles are one of the greatest obstacles in the business of PBTL. The strike,
occurs a strike that affects the distribution of the products of PBTL and that can be
Moreover, there are some political pressures on the industry. The government
people should be kept happy to run a smooth and sound business. So, bribing and
some other unethical means are required here. PBTL follows a situation demand
based policy and that policy helps it to deal with the political factors successfully.
It is a very important factor for PBTL. It has to follow a lot of rules and regulations.
their rules, GPL has to do a lot of things. Like; PBTL can not go for charging price
of their product. So, these rules affect the business of PBTL a lot.
The government also itself imposes lots of rules. Like; tax rules and others, which
must be maintained very carefully to run the business carefully. The quality control
regulations are also very important for PBTL though they excel in this department.
So, for keeping a better business environment it is very important to follow all the
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SWOT stands for Strength, Weakness, Opportunity, and Threat. This is a very
important tool for a company to analyze its internal external environment. Now, we
STRENGTH
that the Pacific Group which is a well established local organization of $1000 million
owns 90% shares of PBTL, it was never required to borrow loans from outside or
other investors.
CityCell Digital is the only organization which is selling CDMA mobile phones with
both way T&T facilities(HULUSTUL OFFER) at the lowest rate. For example,
NWD). With T&T facilities the other competitors are no where near CityCell.
telecommunication. World class mobile operators and world class mobile phone
manufacturers are advancing to this new technology. CityCell is one of the few
mobile service providers which are using CDMA technology. Where as other GSM
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mobile service provider has to make huge invest or will need time for
transformation.
5. Low Cost: CityCell follows low cot strategies. It tries to cut cost in every
7. Dedicated Staff: Dedicated core staffs who are willing to provide significant
WEAKNESS
1 Fewer staff: The number of staffs working for CityCell is not enough at all. Far
2. New technology: CDMA is the latest technology but it is not widely used. Still
most popular option is GSM. CityCell can not give international roaming because of
telecommunication ten years back, it is still in behind the other operators from the
point of nationwide coverage. Grameen phone was able to use the optical fiber
network of Bangladesh Railway trough strong lobbing with past government for
next twenty five years. That’s why Grameen phone’s expansion was huge. Where as
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PBTL has decided to cover fifty two districts within June, of which eighty five
OPPURTUNITIES
telecommunication industry and most effective one, it is yet to find new potential in
2. Secured data transfer: Secured data transfer means CityCell has the
already started to provide license to private sectors to set up land phone. With full
nation wide coverage and a huge capital it is possible to become the market leader
In present condition, the middle class population are growing. By reducing price the
company can attract a huge amount of middle class people. Because they can
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realize that now a days, mobile is essential.So,it is a great opportunity for CityCell
THREATES
market with full coverage and low price, ten not only CityCell but also other mobile
States and in Eastern Asia ‘Vodaphone’ of the United Kingdom is working well.
They might think to enter Bangladesh with higher capital. If so it will be a huge
still own by the state-owned BTTB. They are entering the mobile phone market.
Thus they will not take kindly to new companies entering the industry. This may
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4. T&T mobile phone: T&T is entering into the mobile telecommunication
industry which first provive “TeleTalk”. It might come to the business with unfair
Government advantages and cause severe problems to all other mobile phone
operators.
products is very real. Many customers prefer to use Grameen phone & AKTEL
Now,Banglalink(Sheba)is offering very low charge of call, low set price, offering new
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The company has been examined from the theoretical perspective of Market
Market Segmentation of a service company is “The division of the overall market for
a service into groups with common characteristics”. Each divided group of customers
are referred as market segments. The market segment chosen by the company to
serve is called Target Market. So all target markets are market segments but all
Limitations of Segmentation:
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Segmentation Process for Service Companies:
Segmentation Approaches:
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Requirements of Effective Segmentation:
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Market Segmentation and Target Marketing
Target Market
For Individual
For Corporate
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Demographic:
Industry: Multinationals, UN Mission, Large
Manufacturers, Government
Company Size: Employees more than 50
Location: Dhaka and Chittagong
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Before designing the research it is required to define the information needed to
carry out the research. From our purpose of the report and research questions we
could understand that we have to collect the information on the different
determinants of CityCell’s service performance, customer acceptance and service
quality. Hence our focus group is the company and its employees.
Since the research is undertaken to get an in-depth knowledge of the market
segmentation, target marketing, positioning and performance, a small scale
exploratory research has been implemented to understand the pros and cons of the
company and its standing in the industry compared to its competitors with respect
to brand loyalty.
METHODOLOGY
Following methods were used to conduct this market research.
Primary Data:
1.Survey through Questionnaire by marketing officers of CityCell.
2.Formal and informal discussion with CityCell users.
3.Formal and informal meeting with managers and executives of CityCell..
Secondary Sources:
1.Organization’s leaflets, and other published articles
2.Newspaper
3.Text books
4.Internate
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In order to facilitate the research findings, four different research questions have
been set to derive the expected information.
Research Questions
1.What core services and customer services do CityCell offer to the customers?
2.What are bases of segmenting the market? What is the Target Market?
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Objectives
2.Extend the network coverage in the whole Bangladesh by the year 2006.
Goals:
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Functional Level Strategy
PBTL applies both the cost leadership and differentiation strategies as their
Product attributes:
We are going to launch a new package which will provide various facilities like low
call charges as well as low sms charges,besides in this package the time of off peak
hour will increase surprisingly also will provide good networking system.Besides
this facilities this will also provide previous facilities like
1) Call forwarding
2) Sms
3) 3 party conference
4) One 2 one.
5) Voice mail service.
CallForwarding
Call Forwarding lets you forward your number to any mobile or T&T phone number to
receive your calls through that number. Even if you are traveling abroad, you can forward
your calls to a designated number outside the country to always stay in touch.
Also provide some value added service
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SMS(ShortMessageService)
Stay in touch with your friends and family through SMS. SMS is automatically
available for all CityCell customers and does not have to be specifically activated.
All you have to do is choose the message option on your phone, write your message
in the message field and send it to the desired number. This service is available for
messages sent to other CityCell customers and to Grameen Phone customers
One2One
With CityCell One2One you can register up to three* other CityCell numbers and
pay only 50% of your normal tariff whenever you call these numbers. And now you
can even manage your One2One numbers conveniently via SMS. Simply follow the
steps below to add, review and make changes to your One2One calling list
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11.Dial *800 for Pre-Paid Service
4
3.5
3
Sales in ml.
2.5
2
1.5
1
0.5
0
1989 1990 1993 1996 1997 1999 2000 2001 2002 2003 2004
Y ears from Int roduction
Starting from introduction they invest a very high initial cost.At first its growth was
good because at that time they have no other competitor. They are the first mobile
service provider in Bangladesh.But after several years their sales are decreasing
because at that time GP entered into the market with a better service provider than
CityCell.It was continued for several years because of coming Aktel and
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Seba(Banglink).But now they are standing in growth situation by providing various
kinds of facilities like reducing call charge, new attractive offer, contributing social
? ?
High
Low
Cash Cow Dog
? ?
High Low
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Star product: In this product category the market share is high and the market
growth is also high. Here, The investment and revenue is also high this process is
followed by EOS system.
Problem child: New launched products are mainly categorized under this
method. Here, the market growth is high and market share is low.No EOS system
has been introduced here.
Cash cow: Under this category the market growth is low but market share is high
and the investment amount is low but the amount of revenue is high. This method
follows EOS system.
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From this project we refer the company to follow the following tactics to hold the
market share more strongly. This is viewed on the basis of 4 Ps(Product, Price,
Promotion, Distribution )
Product:
1.For students they can launch new packages
2.For prepaid packages if a user buy a 2000 taka cash card he will get 35 taka
talk time free & for 1000,1500 taka cash card users will get 25 taka talk time
free.
3.The company should change the off-peak time from 8 pm to 11 pm to 4 pm to 6
pm. The company can provide attractive set in new packages with reasonable
price.
Price:
The company should change its present call charge strategy. The
should reduce their present call charge.
CityCell 1000 (Normal Scenario):
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CityCell 1000 (Roaming Scenario):
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Sobar Phone (Roaming Scenario):
Aalap 24’:
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‘Aalap B’:
Incoming Rate
From any Mobile FREE FREE
T&T FREE FREE
1.In some special occasions like Eid or Valentines Day they can reduce the call
charges as well as sms charges.
2.They should increase the amount of per minutes pulse. Now they have only two
pulses in a minute but they should convert into three.
3.For postpaid users if a users bill comes over 5000 taka then he will get 5%
discount on the total bill.
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Promotion:
1.RIM(Removable user Identity Module) should be promoted.
They should increase the coverage system for RIM.
2.They are going to invest 2000000 taka for promotional activity.
From that amount a large portion should be invested in promoting
the new package “ALAP CALL ME” as it is still a problem child
and some portion of the amount should be invested in promoting
RIM.
3.They should increase sponsorship and social welfare activities.
Distribution:
1.Normal distributors should be paid some commission
on basis of their selling activities.
2.Distributors of remote areas should get the opportunity
to pay according to their sales
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2008
2007
Pick point
2006
Market
share
To achieve the pick point target of the projection scale we advise the marketing
department to work as a whole, which is called the MBO (Management By
Objective) process.
engineering’s plans for expansion. Budgeting is done yearly and on a 3 year plan.
CMO:
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maximum revenue by means of passing on directly or indirectly high end cellular
phone service. Many clients provide telecom services to their locality by Tellular or
Fixed Wireless package. The rates of this package may be low but this is offset by
the high frequency of usage and the strong support claimed to be provided by
CityCell.
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The advent of cellular technology in Bangladesh has brought immense change in the
incumbent competitors are finding it hard to meet the growing demand of the
customer sustaining the competitive advantages over each other. Since its inception
in 1990, CityCell has done well to enhance its customer loyalty operating as a
market challenger in this oligopoly industry. It has segmented the market based on
dynamic,CityCell has decided to extend its service line in order to better meet the
extension will create a significant impact on its rivals operating In the same location.
Launching of its new services would also close its existing service gaps to a great
relationship marketing and service delivery to retain strong position in the target
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