Brand Positioning –

Biman Bangladesh Airlines

 Prepared by
1. Kaushik Ahmed Reza (MBA 47E, Roll 03)
2. Shah Muntasir Mamun (MBA 47E, Roll 04)
3. Tanvir Zobair Mahboob (MBA 47E, Roll 23)
4. M Humayun Kabir (MBA 47E, Roll 26)
5. Saddam Hossain (MBA 47E, Roll 33)
6. Monir Hasan Chowdhury (MBA 47E, Roll 50)
7. Kh Fahim Hossain (MBA 47E, Roll 57)
 Biman at a glance
Biman Bangladesh Airlines is the flag carrier airline of Bangladesh. Its
main hub is at Shahjalal International Airport in Dhaka, and also
operates flights from Shah Amanat International Airport in
Chittagong, earning revenue from the connecting service to Osmani
International Airport in Sylhet. Biman's operations are assigned the
IATA airline code BG and the ICAO airline code BBC, while its call
sings is BANGLADESH. The carrier provides international passenger
and cargo service to Asia and Europe, as well as major domestic
routes. It has air service agreements with 42 countries, but flies to
only 18.
The airline was wholly owned and managed by the government of
Bangladesh until 23 July 2007, when it was transformed into the
country's largest public limited company by the Caretaker
Government of Bangladesh. The airline's headquarters,
BalakaBhaban, is located in Kurmitola, Dhaka.
History

 Biman Bangladesh Airlines, popularly known as Biman, is

the national airlines of Bangladesh.
 Biman came into existence on January 04, 1972 with a
gift of DC-3 aircraft from Bangladesh Air force.
 Biman flies passengers and cargo to 18 international
destinations in Asia and Europe. It goes to most of the
destinations directly or via a stopover.
Route Plan
Two Continents Eighteen Cities

International Route Domestic Route

SWOT Analysis
STRENGTHS
• Strong Backing by the government
• Experienced and large manpower.
• Huge operational investment.
• Provides both Passenger & Cargo
service.
OPPORTUNITIES
• Exploration scope in both Domestic
and International route.
• Large Market of Cargo service.
• Low price of air tickets.
• Hajj flights
WEAKNESS
Political Influence and Complex
bureaucratic system.
Lack of motivation among
employees.
Poor brand image.
Lack of transparency in operation
Less Innovation.
THREATS
• Local & Foreign Airline Competitors.
• Rising Fuel Price.
• Rising Labour Costs
 SWOT Analysis
Related Internal
Strengths and Weakness environmental elements

Strengths
A. Biman is in the process of procuring more new generation aircraft
such as Boeing 777-300ER, 787-8 and 737-800 for its fleet.  Technological resources
B. Experienced technical personnel  Human Resources
C. Adequate physical and financial resources  Physical & financial
D. Hajj Flights resources

Weakness
A. Politically influenced appointment of top level management and
top level personnel with improper experience and expertise in
airline business.  Management
B. Lack of motivation among personnel
 Human Resources
C. Lack of transparency in operation like maintenance and
procurement of aircraft.  Management
D. Political influence and bureaucratic organization  Organizational culture
E. Absence of sales plan and public relation activities.
 SWOT Analysis
Related External
OPPORTUNITY AND THREAT environmental elements
Opportunities
A. Unexplored market in Middle East, East Asia, Asia pacific,
Europe, America; where Biman does not have direct flight and  Demographic
General
potential domestic market. environment
Environment
B. Preference over airline than other means of transportation  Socio-cultural
Opportunitie
because of rise domestic economic activity and poor condition
s environment
of other transportation system.
A. Exit of Air Asia, British airways from Dhaka to London direct  Competitors
Industry  Substitute product
route operation provide chance to gain the market share and
Environment
less competition
Opportunitie
B. Postponement of Best Air & GMG Airlines has opened a way
s
to capture more market share
Threats
General A. Volatile energy market frequently increasing the cost of fuel  Political
Environment B. Global economic recession affecting the frequency of travel environment
Threats  Economic
A. Emergence of new domestic airlines, i.e. Regent, Novo Air and
environment
their expansion in international routes.
Industry
B. Worldwide industry slow growth which affects global air  Competitors
Environment  Economic features
travel.
Threats
C. Procurement of third generation energy efficient aircrafts by  Competitors
 International Rating

Source
 Vision
• Current • Proposed
To establish Biman To be a leading airline offering
safe, market driven and
Bangladesh Airlines customer focused passenger
Limited in the aviation and cargo transport, flight
market as a world-class catering and ground services
airline. and promoting Bangladesh to
the world with Bangladeshi
identity, culture and values.​
 Mission
• Current • Proposed
To provide safe, reliable,
efficient and economical
air transport services and
to satisfy customers’
expectations while
earning sustainable profit
and continuing to be a
caring employer.
To raise customer
satisfaction by delivering
our promises in providing
the highest standards of
service and reliability
marked by genuine
Bangladeshi hospitality,
commitment to safety
and consistent value
delivered by passionate
people.
 Values
Proposed

• As an airline, safety is our first priority,

• Ethiopian is a high performance and learning organization with continuous
improvements, innovation and knowledge-sharing. We accept change for the
growth opportunity it brings and always seek for and apply the best ideas
regardless of their source,
• We recognize and reward employees for their performance and demonstrate
integrity, respect to others, candor and team work,
• Act in an open fashion and be result-oriented, creative and innovative,
• Adopt Zero tolerance to indifference, inefficiency and bureaucracy,
• Encourage 360° free flow and sharing of information,
• Treat our customers the same way we would like to be treated and always
look for ways to make it easier for customers to do business with us,
• We are an equal opportunity employer
 What to brand
• Company • Because we need to
• Product category rebuild the trust on the
• Product company which they
have lost over years
• Promise
• Person
• Concept
 Whom to brand for
• The frequent flyers
 Positioning statement
• <brand name> is a <product
description> that helps
• <target customers> to fulfill
their need of <need>
• because it has <reason to
believe>
• <Biman Bangladesh
Airlines> is <the only
national flag carrier> that
fulfill <Bangladeshi
citizen’s> need of
<convenient travelling
experience> by providing
<smooth on ground
services> as they have <long
experience in on ground
handling, maximum
employees among all
Bangladeshi airlines and
technical logistics>
 What includes in on ground services
• Ticketing
• Check In
• Luggage transaction
• Pre meal order
• Pre seat booking
 Why this positioning
• Its important to customers
• It does not need additional investment but
only proper monitoring and use the resource
properly is enough to achieve that
 How this could be single most
compelling purpose
• After doing some survey, it was found that,
people mostly put ticket pricing at their first
priority of choosing airlines. So. Biman
Bangladesh is already there. Their second priority
is the on time service, especially the airport
services i.e. luggage retrieval, ticketing etc. So,
we are focusing on improving these and making
the strength point with these to make a new
brand value to the customers. Hence the single
most compelling purpose would be – ‘World-
class on-ground services’.
How this is a functional positioning
• This will eventually solve the problems of
long-waiting luggage retrival system, lengthy
ticketing and checkin system
• This will provide benefits to passengers to a
great extent
• As a result it will get favorable perception by
third-party investor and lenders
 32 Box grid
Attributes Biman Bangladesh THAI (Competition Kuwait/Qatar/Sau
Airlines for ASIAN Zone) di (For middle east
Airways and Europe)
Airways

On ground Poor Excellent Unparallel

services
In flight services Good Excellent Unparallel

Modern aircraft Semi-modern Modern Ultra-modern

Staffs (Crew & Well-trained Efficient Outstanding

ground)
Emotional Distinctively Hospitable Distinctively
hospitable hospitable
Suggestive creative - 1

* The claim in the advertisement is only suggestive to establish proposed positioning

Suggestive creative - 2

* The claim in the advertisement is only suggestive to establish proposed positioning

Suggestive creative - 3

* The claim in the advertisement is only suggestive to establish proposed positioning

 Reference
• Diganto, Biman Bangladesh Airlines in-flight magazine
• http://www.biman-airlines.com/
• Bangladesh Brand Forum
• www.thefinancialexpress-bd.com/2010/03/30/96310.html
• www.ti-
bangladesh.org/research/EX_Summary_Biman_Eng.pdf 3.
.System Performance, Published by Biman Market
Research Department
• Tariff manual 2010-IATA Air Tariff publication
• Boeing online information-www.boeing.com
• Skytrax Ranking
Thank You