Cellular Telecommunication Service Marketing of Banglalink: Problems and Prospects

Abstract

The cellular telecommunication industry of Bangladesh is at the moment experience accelerated growth. Free trade in cellular telecommunication promises to deliver at least three economic gains - New and improved product and services, lower prices and additional investment. Open trade in telecommunication services should result in more competition, lower price for most business and for many consumers and providing both with a choice of different service providers. The cellular phone customers in Bangladesh have been happier than before, because they have more choice regarding service providers at present. The market is dominated by six cellular phone operators. These are Grammen phone, Banglalink, Robi, Aritel, City Cell and Teletalk. Even a layman can fell the intensity of the competitiveness in the prospective market if they just go through newspapers and watch television .As the telecom operators are expending a huge some of money for putting advertisement and for media campaign. The present games in the telecom market are characterized by confusing market communication, bargaining power of consumers and newer price war is various forms. All of the cellular phone operators are pushing very hard in respect to attractive package of call rate. But some times the companies are missing the exact need of the customers ultimately loose market share. Since Banglalink has entered to the market and some other companies planning to come in, it has been very tough time going on for the market leader and the second market leader. But they fail to recognize what the customers really want, they are sure to be driven out of the market. Analyzing the marketing activities of Bangalink it is indicated that Banglalink is strong enough especially f om capital side and able to solve its weakness quickly. The market competition is showing that Grammen phone built brand equity among its subscribers .Thus far, it has been able to hold on its leadership without doing very much. However, this is likely to change soon with the other telecom taking steps to increase their market share by keeping the consumers in mind .Few times ago people used Banglalink SIM as a second SIM. But days are changed; now people are more likely to use Banglalink SIM as the first on due to its new pre-paid tariff and other promotional activities. For lower call rate and others facilities Banglalink desh package is the most favorite package. The various services of Banglalink should available and easier to ensure the customers-"YOU FIRST". Besides, the company has the expertise and background to pull off that kind of a game.