jahid citycell assignment
TRANSCRIPT
Assignment MARKETING MANAGEMENTIncreasing the brand image of Citycell SECTION-L
Course Instructor -
(i)
TAHSINA KHAN
March 2,2010
Letter of Transmittal
Tahsina Khan
Faculty Member of Marketing Management
American International University – Bangladesh
Banani.
Dear Madam,
We are the following students of “marketing management” in your
section L. You gave us an assignment to submit a group project on
“Improving the brand image of Citycell”. We are very much
happy to say you that we made it for you. During the preparation of
this project we learn something very extra in practical.
We would like to know you thanks from us for giving us such a great
job and opportunity like this to prove our ability in making a quality
project. We have done this project with our best effort. If any mistakes
remain we are heartily apologized for those. We hope you will take our
mistakes forgivingly.
Thanking you-
Hasan Md, Jahid Anjum NaveedAlam, Md. KawsarRob. MahfujMd. Fuad Hossain
(ii)
Any work like this credit must be goes to multiple people. Over the years, many
instructor of American International University- Bangladesh in the academic career, have
provided us valuable insights into the management and marketing, through their
discussions and in attending various classes. This is our humble effort to present gratitude
in writing this “Marketing Management” which we have truly drawn upon own
experience as a student of BBA. First and for most, we are indebted to Tahsina Khan, our
course instructor of marketing management, for his generous guidance throughout the
work. Her outstanding support, faith in us, and inspiration for this project, was a tower of
strength in putting the pieces together and an unfailing source of cheer and
encouragement.
We are deeply indebted to the authors whose book we have consulted in preparing this
treatise. Our gratitude goes particularly to some Executive of citycell for their
cooperation, spontaneous help and constant guidance in carrying out the plan.
Finally we would like to add a few more words saying that this plan is prepared by
novice and naturally there could be unwilling errors and omission which are exclusively
ours.
(iii)
Citycell is the oldest player in the telecommunication industry. Now it stands 4th
according to the market share. The market size of the telecom industry is quite big. In
addition, the all segments in the industry are not fully occupied. Moreover, the industry is
in growth stage which measures the increasing growth of the industry. Our task is to
prepare an how to overall increasing the brand image of citycell. In this report, the
description of citycell packages and services is included to identify them. Also, there is an
inclusive analysis of target customers of citycell. On the basis of them we do some
creative work and develop the media plan, schedule, and budget to implement this
advertising plan and finally we say that how to overcome their brand image.
There are some samples or layouts of our whole marketing campaign for the year. In that
portion we also talk about the basis of creating those Marketing layouts for the media.
The basis indicates the focus of the marketing campaign as well as the appeals and
executing style is used to develop those marketing layouts.
The preceding task for us to prepare a compete media planning and buying for citycell throughout the year. To prepare it we consider competition, peak buying period, as well as the different media and their importance for citycell services. Finally, we prepare a budget on each and every of our total marketing expenditure during the year.
(iv)
Table of contents
No Particulars page
Appendix-A
1.1 Introduction:
1.2 Objectives
1.3 Methodology
1.4 Scope
1.5 Limitations
Theoretical part
2.1 Marketing
2.2 Marketing planning
2.3 Marketing mix
2.4 Marketing mix chart
2.5 product
2.6 Product function
2.7 Price
(v)
Appendix-B 2.8 Price function
2.9 Place
2.10 Place function
2.11 promotion
2.12 Promotion function
2.13 Target customers
2.14 Intended positioning
No Particulars page
Appendix-c
Practical part
3.1 About citycell
3.2 Missions
3.3 Visions
3.4 Marketing mix
strategy
3.5 product
3.6 price
3.7 place
3.8 promotion
3.9Numbering Scheme
3.10Ownership Structure
3.11 questions
3.12 Competitive Advantages
(vi)
3.13 Market Share
3.14 Target market of city cell
3.15
3.16
Positioning
Recommendation
(how to easily
improving their
brand image)
3.17 Conclusion
(vii)
1.3Objective of the Report:
The major objective of this report is to find out the product
marketing stretagy and who are their competitors, citycell should need to be
more active and more aware how to achieve the no :1 position by findings and
analysis competitors opportunities and strength.. are included in City cell’s
objectives and the following points have also considered as
secondary objectives while preparing this report:
To find ot the major products of citycell.
CDMA system is one of the big problems of this company
How to improving their brand image.
To define product and the major classifications of products and
services.
To describe the decions companies make regarding their
individual products and services, product lines and product
mixes.
(viii)
To discuss branding strategy-the decisions company make in
building and managing their brands.
To describe the product analysis properly.
To find out the promotion the products of citycell
To find out the customer acceptance and new product price.
And to suggest the possible recommendation.
1.1) Introduction:
To accomplish our “Marketing Management” subject successfully, it is a part
to complete an assignment. This particular report is being prepared based on
a topic “Increasing the brand image of citycell”. The main goal of this task to achieve the no:1 position in telecommunication industry.
1.3) Methodology:
The type of this report is descriptive. The report is done both on quantities
and qualitative research. The major portion of this report is based on
qualitative research. A quantitative has been done on different financial
(ix)
aspects. Primary & secondary data has been collected from City cell staffs
and website of City cell.
1.4) Scope:
For collecting information we went to the Customer Care Centre of City cell,
Which is located in Pacific Centre (Ground Floor), 14, Mohakhali C/A, Dhaka-1212 ,
to the Customer Care Representative section to collect our data and also collect all the
Information.
1.5) Limitations:
There are some limitations in every report, research or plan. This marketing 4ps also
indicates some limitations. These are as follows:
The executives didn’t give enough time to collect the sufficient information.
For the internal secrecy, they are not interested to share their financial
information.
(x)
Due to the lacks of experiences, about getting information through an interview,
there are some shortages of data to link up with this plan.
Time shortage is another problem to complete the report in a distinct way.
(xi)
2.1) Marketing:
Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
(xii)
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.
2.2) Marketing plan(To overcome citycell brand image they must need to follow the marketing plan and marketing mix):
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.
2.3) Marketing Mix
The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives.
These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the
target market. The marketing mix is portrayed in the following diagram (2.4)
2.4) Marketing mix chart
(xiii)
Product Place
TargetMarket
Price Promotion
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.
Summary of Marketing Mix Decisions
Product Price Place Promotion
Variety
Features
Quality
Packaging
Brand
Warranty
Service/Support
List price
Discounts
Allowances
Payment period
Credit terms
Channel
Coverage
Assortments
Locations
Logistics
Transportation
inventory
Advertising
Personal selling
Public relations
Message
Media
Budget
Sales promotion
(xiv)
2.5) Product:
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.
Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
2.6) Product Function:
Variety: Variety means different types of product which base on consumption differ.
Features: a product can be offered with varying features features are competitive tools differentiating the company’s product from competitor’s products.
Quality: product quality means performance quality – the ability of a product to perform its functions .product quality has two dimensions – level and consistency.
Packaging: packaging involves designing and producing the container or wrapper for a product.
Brand: a brand is a name, term, sign, symbol, or design, or a combination of this, that identifies the maker or seller of a product or service.
Warranty: warranty means during the period which given by the company for product.
Service/Support: any active or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything .
(xv)
2.7) Price:
Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.
2.8) Price Function:
List price: List price is the price which indicates the value of company’s product.
Discounts: discount is the reduction in the price of goods below list price
Allowances: Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way.
Payment period: payment period is the period which is the given by the company to buyer or consumers is the given his payment.
Credit term: credit term is the opportunity which given a company to his consumer or buyer to buy his product or service.
2.9) Place:
Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and levels of service.
(xvi)
2.10) Place Function :
Channel: A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user
Coverage: coverage means network which control the channel .
Assortments: assortments is a task involved together different types product in one place.
Locations: locations means where company running his business base on consumers needs ,wants, demand and company’s revenue.
Logistics: The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Transportation: The choice of transportation carriers affects the pricing of products, delivery performance, and condition of the goods when they arrive- all of which will affect customer satisfaction.
Inventory: inventory is way to maintain distributing product to consumers or buyers by stocking product.
Promotion
Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.
Promotion decisions involve advertising, public relations, media types, etc.
(xvii)
2.12) Promotion function
Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Personals selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Public relations: Building good relations with the company’s various publics by obtaining favorable publicity. Building up a good “corporate image.” And handling or heading off unfavorable rumors. Stories, and event
Message: The set of symbols that the sender transmits-the actual HP copier ad.
Media: The communication channels through which the message moves from sender to receiver-in this case. he specific magazines that HP selects.
Budget: Budgets serve two main purposes to project profitability and to help managers plan for expenditures. Scheduling, and operation related to each action program
Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service.
2.13) Target Market:
A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve .because buyers have unique needs and wants, a seller common could potentially view each buyer as a separate target market
2.14) Positioning:
(xviii)
Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers.
3.1) About citycell
(xix)
Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications
company of Bangladesh. It is the only CDMA network operator in the country. As of 1
March, 2008, Citycell's total mobile subscriber base is 1.56 million, up 137 per cent or
680,000 from two years ago, giving it the best growth rate of the company till date.
Citycell is currently owned by Singtel with 45% stake and the rest 55% owned by Pacific
Group and Far East Telecom. By the end of 2007 Citycell had refurbished its old brand
identity and introduced a new logo and corporate identity; the new logo is very
reminiscent of the old logo. However the slogan has remained unchanged "because we
care"
Previous Citycell logo.In 1989 Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular,
paging, and other wireless communication networks. Then in 1990 Hutchison Bangladesh
Telecom Limited (HBTL) was incorporated in Bangladesh as a joint venture between
BTL and Hutchison Telecommunications (Bangladesh) Limited. HBTL began
commercial operation in Dhaka using the AMPS mobile technology in 1993 and became
the 1st cellular operator in South Asia.
(xx)
3.2) Mission:
The mission of citycell is –
Good Business – To receive an economic return on its investment.
Good Development – to contribute to the economic development of Bangladesh
where telecommunication can play a critical role.
3.3) Vision:
Citycell has been established with the vision to grow as the leading provider of
telecommunication services and high speed internet throughout Bangladesh with satisfied
customers and enthusiastic employees.
3.4) Marketing mix strategy(they should follow more strongly)
Citycell has been established marketing 4p for their company because
without 4p business can not starting. Citycell how uses 4p.under
discuss that.
3.05) product of citycell (very few amount of list):
VarietyCity cell offered different types of product with cellular mobile phone ,
without cell and modem customer can not enjoy that offer.
(xxi)
Present package :
Citycell one
Alap super
Citycell pco
Citycell zoom
Hello 0123
Previous package:
City cell 500
Shabar phone
Amar phone
Alap 1
Alap 2
Alap call me
Other product:
Citycell Ace
Global Roaming
(xxii)
Quality (very bad)
Citycell continuously try to maintain the quality of their packages. To serve the best
quality they are doing their best to use the advanced CDMA technology and they are very
much conscious about their customer satisfaction.
Features (not so good)
Citycell is a service oriented company; design is not an alarming matter for them and
also design is not eligible for them. But as far as the cellular handset matter they try their
best to keep a regular eye on the CDMA handset manufactures, and they also try to
import fair designed sets form them at a margin price.
Brand name
Citycell brand name is renowned in the telecommunication sector.
Packaging (not well to other competitors)
As they are service oriented company packaging is not a vital thing for them, but still
citycell try their best to give the best packages for the handsets
Service
(xxiii)
As far as the service is concern citycell tries their level best to achieve customer
satisfaction. Citycell provides the following maintained exclusive and superior services
for their target customers.
Citycell opens its customer care center 7 days a week, 365 days a year country wide.
Saturday to Friday ( 8.00am - 8.00pm)
City cell offers different service(its too hard about consumers ):
News
Upgrade yourself with the leading national news by dialing the following numbers from you Citycell One connection. Listen to latest news updates 24 hours a day.
Dial 2010 for ATN Bangla NewsDial 2626 for Channel i newsDial 4141 for RTV newsDial 2021 for Ekushey TV newsDial 5959 for Channel 1 newsDial 2324 for BD News 24 newsDial 2008 for Focus Bangla news
(xxiv)
Weather Report
To get up-to-date weather forecast and peep into the today’s temperature chart just dial *122
Daily Events
What’s hot and what’s not: Get detail information on daily events of Dhaka by dialing *123
Flight Schedule
Dial *124 from your Citycell One connection to access up-to-date flight schedules and plan your trip without hassles.
Train Schedule
Want to pick up your near ones from the train but don’t know the exact arrival time? Now you can call *125 from your Citycell One connection and listen to train arrival times from wherever you are.
Exchange Rate
be updated with the most current exchange rate. Just Dial *126 and get the current rates of foreign currencies.
Daily Horoscope
Keep yourself well informed about your luck. Hook into daily horoscope and know what your destiny is planning for you, just by dialing *127
Prayer Time
Don’t get confuse about the correct time for saying your Namaaj. Dial *786 and listen to the Namaaj timing.
Cricfone
Get the most recent updates of Cricket just by dialing 2580
(xxv)
Mobile Banking(this system is very bad image to consumers)
In the world of Mobile Banking, you can pay your Citycell One post-paid bill just by sending an SMS or from ATM or just by logging into the Bank website. Currently you can Mobile Bank with Dutch-Bangla Bank Limited (DBBL) only. The services available through Mobile Banking are
To avail the above services, you need to register with DBBL. For registration, go to the nearest DBBL branch; provide your Bank account number and your Citycell One number. After registration you'll get a PIN (Personal Identification Number) to avail the above services.
Citycell give some entertainment service(but its very hard way):
Citycell music box: just dial 6269
(xxvi)
Citycell dost : just dial 3678
Citycell hello tunes: just dial *007
Citycell gift shop: just dial *438
International call service and sms service:
Citycell offers lower call rate to calling others country and citycell international SMS service to the highest number of countries around the world. About 206 countries.
Helpline
Citycell Helpline operates 24 hours a day, 7 days a week. You can dial 121 from your Citycell phone and 011 99 121 121 from any other phone to get connected to our Customer Care representatives.
3.06) price of citycell (not very lower rate to other
competitors)
List price :
Citycell One
Outgoing call type 24 hour flat rate (Tk/min)
To Citycell 0.29 (60 sec. pulse)
To other operators 1.13 (60 sec. pulse)
BTCL (Local,NWD)1.13 (60 sec. pulse)
ISD, E-ISD E-ISD Rate
(xxvii)
FnF (to other operators) 1.04 (30 sec. pulse)
SMS type 24 hour flat rate (Tk/SMS)
To Citycell 0.46
To other operators 1.04
International SMS 2.88
4 FnF numbers to other operators. 30 sec pulse applicable for all outgoing voice calls to other
operators. TK. 50 monthly rent applicable. All Charges given here including 15 % VAT.
Alap super
Outgoing call type 24 hour flat rate (Tk/min)
To Citycell 0.29 (30 sec. pulse)
To other operators 1.50 (30 sec. pulse)
BTCL (Local,NWD)1.50 (30 sec. pulse)
ISD, E-ISD E-ISD Rate
FnF (to other operators) 1.00(30 sec. pulse)
SMS type 24 hour flat rate (Tk/SMS)
To Citycell 0.56
To other operators 1.00
International SMS 2.88
4 FnF numbers to other operators. 30 sec pulse applicable for all outgoing voice calls to other
operators.
(xxviii)
All Charges given here including 15 % VAT.
City cell pco
Outgoing call type 24 hour flat rate (Tk/min)
To Citycell 0.49 (1 sec. pulse)
To other operators 0.901 (1 sec. pulse)
BTCL (Local,NWD)1.20 (1 sec. pulse)
ISD, E-ISD E-ISD Rate
FnF (to other operators) 1.20
SMS type 24 hour flat rate (Tk/SMS)
To Citycell 0.48
To other operators 1.0
International SMS 2.88
4 FnF numbers to other operators. 1 sec pulse applicable for all outgoing voice calls to other
operators. All Charges given here including 15 % VAT.
(xxix)
Tariff Plan Taka/min
Peak 10.00 am - 09.00 pm 0.75
Off-Peak 09.00 pm - 12.00 am 0.50
Super Off-Peak 12.00 am - 10.00 am 0.25
All Charges given here including 15 % VAT
Data plan Monthly limit Monthly tariff (Tk.)
Zoom Saver N/A 0.02/KB
Zoom 2GB 2 GB 450
Zoom 5GB 5 GB 700
All Charges given here including 15 % VAT
Citycell Modem and price:
Description:
Interface: Rotatable USB type Convenient Plug & Play MicroSD card support up to 8GB SMS & Voice support Superior signal reception through Mobile Receive Diversity MAC compatible Handy & portable CDMA2000 1X/EV-DO Rel. 0/EV-DO Rev. A, 800/1900 MHz EV-DO Rev. A data service of up to 3.1Mbps download/1.8Mbps upload
ZTE MG880+ USB Modem
(xxx)
Bundle price
TK 4,000(Device + post-paid Zoom connection + amazing call rates & monthly plans)
Device Description:
Interface: USB type Data rate: Up to 153.6 kbps Voice and SMS Support Incoming Calling Display, ring prompt Supporting RIM card Operating System supported: Windows 2000 / XP / Vista Air interface: CDMA2000 1X
Bundle price
TK 3,000(Device + post-paid Zoom connection + amazing call rates & monthly plans)
(xxxi)
Device Description:
Interface: (PCMCIA) type Data rate: Up to 153.6 kbps Voice and SMS Support Incoming Calling Display, ring prompt Large-capacity phone book Supporting RIM card Operating System supported: Windows 2000 / XP Dimensions: 88.4mm (D) x 54mm (W) x 5mm (H) Weight: Approx. 38g Power consumption: <=3W Air interface: CDMA2000 1X Retractable antenna
Discount
Citycell has given some kind of discount for their current consumer. They have reduced
their price in off peak time. And in post paid they have given 24 hours off peak rate.
Allowances:
Allowances are the promotional money paid by manufactures to retailers in return for an
agreement to feature the manufacture products in some way. As citycell is mostly based
on its retail dealers there must be an allowance service in practice between them. But we
could not get any information about that.
Payment period:
Citycell has two types of payment procedure::
Post-paid
Pre-paid
(xxxii)
1. Cash:
You can also easily settle your bills at the cash counters of all Citycell Customer Care Centers after banking hours and also on holidays. Our Customer Care Centers remain open from 8:00am to 8.00pm, 7 days a week.
2Cash Card:
Most convenient way to pay your bill. These cards are available with all our authorized dealers or retail outlets countrywide. Cash Card can be used anytime to pay your bills using your Citycell phone from anywhere.
3 Deposit Slip:
Available at all Citycell authorized banks.
You can pay your Citycell Bill or Security Deposit in cash using these deposit slips.
4 Bill Invoice Copy:
You can pay your bill at any of the Citycell authorized banks with the Bill Invoice Copy provided by Citycell.
5 Demand Draft / Telegraphic Transfer (only from AB Bank) / Pay Order:
You can also settle your bill by issuing a DD / TT / Pay Order in favor of Pacific Bangladesh Telecom Ltd.
6 HSBC Easy Pay (ATM) System:
HSBC offers 24-hours Easy Pay ATM service for Citycell Customers available at five convenient locations in Dhaka (Banani, Uttara, Gulshan, Dhanmondi) & Chittagong (GEC Circle). Customers do not necessarily need to be an account holder of HSBC in order to avail this payment system.
7 Standard Chartered Bank:
If you are a Customer of Standard Chartered Bank, you can settle your bill through their ATM with your ATM card (ebbs) or Auto Bills Pay system or IVR (Interactive Voice Response) Bill pay system.
8 Eastern Bank Internet Banking:
(xxxiii)
If you are a Customer of Eastern Bank Limited, simply log on to www.ebl.com.bd to settle your Citycell bills online.
9 E-Cash (ATM):
Electronic Transactions Network Ltd. (ETN) is currently operating and maintaining a network of 20 ATM booths all over the country. E-Cash card holders of Dhaka Bank Ltd, Islamic Bank Ltd, NCC bank Ltd, Southeast Bank Ltd, Bank Asia Ltd, Social Investment bank Ltd, Argane Bank Ltd and Bank of India Ltd. can pay their Citycell bills in these ATM booths.
Pre-paid
e top-up
Recharge Validty (for Citycell One Pre-paid Customers)
Amount (Tk.) Days
10 - 99 30
100 - 299 60
300 or more 180
Scratched card
(xxxiv)
3.07) place of citycell:
Channel (not so strong)
citycell have established over 30 exclusive sales outlets in addition to 10000
outlets for recharge cards to ensure easy availability of citycell connections.
Citycell has 6 distributors and their point of sale point (outlets) is about 440 throughout
the country
Coverage(only three out of seven districts)
DhakaChittagongRajshahi
(xxxv)
KhulnaSlyhetBarisal
Locations(not so broadly to other competitors) Dhaka
MohakhaliPacific Centre (Ground Floor)14, Mohakhali C/A, Dhaka-1212
(xxxvi)
Kakrail81, Kakrail, Dhaka - 1000
Chittagong
BCIC Sadden (2nd Floor)26 Agrabad C/AChittagong - 4202
Rajshahi
House # 263 (Ground Floor), Sector # 02Uposhahor Housing Estate, Rajshahi - 6202
Khulna
Tayamun Center (1st Floor)181, Khan A. Sabur RoadKhulna- 9100
Sylhet
Garden Tower (Ground Floor)Shahjalal Bridge Link RoadUposhohor PointSylhet - 3100
3.08) Promotion of citycell( very fewer list to other competitors:
Advertising: Newspaper.Television.Island Dividers.Billboards.T-signs.Posters & Stickers
(xxxvii)
Personal selling( very bad image):
They exercise highly personalized direct mailing procedure towards their corporate
client. This is the only personal selling tool for citycell.
Public relations(not so good to other competitors):
Public relation is very much believable and believable. The following item is competitors promotional tool:
Distributes relief among fire victims.
Help hand with government to stop drugs
Stage concert to raise money to ease flood hardship.
Donates money for the flood affected.
Hands over relief to Rotary for the flood victims.
Donates Physiotherapy Equipment to underprivileged
intellectually disabled children.
Go for press conference once or twice in a month.
Donates money for the football and cricket
Message( not highly active to other competitors like warid):
(xxxviii)
Citycell gives only very fewer information their customers and clients when they are starting any new product, service, and any new offer than they are sent by message. Message like sms, mms. Gatekeeper etc,its not so good to their competitors..
Media( are not so broadly):
Citycell uses media to collect customer. Media selection involves finding the most
effective media to deliver the desired number of exposure to the target audience. Citycell
will use the following media that will effectively reach to its target customer:
Media selection involves finding the most effective media to deliver the desired number
of exposure to the target audience. Citycell will use the following media that will
effectively reach to its target customer:
Media SelectionPrint Media Newspaper, Magazine, Direct
MailBroadcast Media Television, RadioElectronic Media Web PageDisplay Media Billboards, Poster & Stickers,
Transit
(xxxix)
Budget(their budget is too short to other competitors like gp):
Every company take budget for company promotion. Citycell take budget fewer
allocation budget promotion. Under chat show that
Promotional Tools Budget Allocation (Tk.)
Advertising 6,30,00,000
Personal Selling 30,00,000
Sales Promotion 1,80,00,000
Public Relation 60,00,000
(xl)
Advertising Tools Budget Allocation (Tk.)
Newspaper 250,00,000
Television 15,00,00,000
Magazine 20,00,000
Billboards 90,00,000
Web Page 1,20,000
Radio 2,80,000
Posters & Stickers 9,00,000
Transit 6,00,000
Sales promotion( why they are not good in sales promotion)
citycellhas done a number of sales promotions. Citycell gives lower call rates and high
speed but internet cost very high to other competitors. Citycell sale officer come many
educational institution and show there zoom internet package only for student to buy.
They are also many markets and office to increase sales show zoom package because
today internet is very important whole country for business and education. Citycell
arrange only very fewer list of entertainment programs for sells promotion.like:
Example: Citycell™ hands over 5 golf carts to KGC, Tele-Video Health Service for all.
Under zoom and call rates:-
(xli)
3.09) Numbering scheme(its too high):
Citycell uses the following numbering scheme for its subscribers:
+88 011 N1N2N3N4N5N6N7N8where, 880 is the International Subscriber Dialing Code for Bangladesh and is needed only in case of dialing from outside Bangladesh.
11 is the prefix for Citycell as allocated by the government of Bangladesh. Omitting +880 will require using 0 in place of it instead to represent local call, hence 011 is the general prefix.
The number N1 to N8 is the subscriber number
3.10) Ownership Structure
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh.
Following lists the shareholders of the company:
Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Telecom Paging Pte Ltd
(xlii)
Why do the customers need the product ?
In today’s world telecommunication is a very important thing. And mobile phone is a part
of telecommunication. It is involving towards personal communication. It’s a phone that
anyone can take anywhere he or she want. We can say that people basically need mobile
phone for better communication as it portable. Some people also use mobile to increase
their status. As the network and customer service of citycell is much better than their
other competitors, therefore, a large number of consumers want citycell product.
Where and when do they buy the product?(Why Citycell
lacking behind to other competitors)
From where the consumers will buy the product –
Citycell has some criteria of selecting authorized dealers. According to those criteria,
citycell select authorized dealers throughout the network-covered and high-speed
internet. Then citycell and those authorized dealers jointly select some authorized
sales outlets. Through this chain, end users can avail the connection.
When the consumers buy the product –
1. Usually, the clients are buying the product when they need. The buying force is
not actively depending on occasion. Various occasions may be slightly increase
the sales of product.
(xliii)
2. They organize some special package in Eid, Pohela baishakh and 31st December
etc(not strongly)
3. Citycell give powerful high speed internet services other telecommunication
company.(but cost is so high)
3.13) Competitive Advantages(they should need to follow):
1. The main competitive advantage of citycell is their high speed internet and good
customer service.
2. Another major competitive advantage o f citycell is their strong brand image.
3. Citycell network and customer service is much better than their competitors. Their
customers are brand loyal. Therefore, they can easily reduce their marketing cost
because of customer’s brand awareness and brand loyalty.
4. The demand for citycell is high in the market. The customers are expecting to
carry the brand. Therefore, citycell has more trade leverage in bargaining with
authorized dealers.
5. As citycell has normal perceived quality, therefore citycell charge a lower price
than their competitors
6. Citycell can easily lunch extent ion (example recently they launch citycell zoom)
because their high ability.
(xliv)
Organizational Structure:
3.14) Market Share(very low):
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh.
Following lists the shareholders of the company:
(xlv)
Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Telecom Paging Pte Ltd
Mobile Phone Subscribers in Bangladesh or ther competitors
The total number of Mobile Phone Subscribers has reached 44.8 million at the end of July 2008.
The Mobile Phone subscribers are shown below:
Operators Subscribers
Grameen Phone Ltd. (GP) 20.84
An axiata com (Aktel) 7.98
Orascom Telecom Bangladesh Limited (Banglalink) 9.90
PBTL (Citycell) 1.67
Teletalk Bangladesh Ltd. (Teletalk) 0.93
Warid Telecom International L.L.C (Warid) 3.48
Total 44.8
(xlvi)
3.15) The Main Target market of city
cell( why they are lacking behind to other
competitors)
Citycell has done their geographic segment by targeting the whole country.
Citycell has done their demographic segment as below:
Age: Under 18 – 60+
Income: Over 4000
Gender: Male, Female
Occupation: Businessman, Service Holder, Students, and Housewife
Social Class: Lower Middles, Middle class, Upper middles, Lower uppers, and
Upper uppers.
Citycell has done their behavioral segment as below:
Occasion: Special occasion as Eid, Pohela Boishakh, 31st
Decemember etc.
Benefit: Network, Customer Service, Emotional benefit such as
strong brand image but not in positive.
User Status: Non-user, Ex- user, Potential user, First time user,
Regular user
Usage rate: Medium user, Heavy user
(xlvii)
Positioning:
Citycell company situated 4th position in telecommunication company of Bangladesh
because only of their good customer relation and high speed internet service, but they
need to be more active and more aware how to achieve the no :1 position by findings and
analysis competitors opportunities and strength.
Recommendation:
Citycell is a mobile phone operator company in our country. It is operated on the basis of
CDMA. CDMA system is one of the big problems of this company. There are many other
problems of Citycell. Their network is another problem of their company. In the rural
area they cannot provide their network properly. In this case their market value is too
low. For this reason very few people of the country use Citycell. On the other hand, GP,
Aktel, Banglalink, Warid are operated on the basis of GSM. GSM users can select their
mobile set. But the users of CDMA have to use selected mobile sets of the company.
Companies of GSM system have a good network. In this case their market share is higher
than Citycell. If Citycell can improve their network throughout the country and if it
leaves its CDMA system and start GSM system it could come to a competition with GP,
Aktel, Banglalink and Warid and also for developing citycell they should need to follow:
Increasing network more broadly throughout every part in the country.
(xlviii)
Making networking system more strong.
Decreasing call rate to other operators like warid or banglalink.
Decreasing the rate of connection.
Increasing customer care centre much more.
Making the customers more aware about citycell.
Offering different types of package.
They can also changing the logo.(it will be create new image to the
customers)
Providing customers service more smoothly.
Sponsoring different types of social programs. (like cricket, football
etc.)
(xlix)
Conclusion
A nation’s development much depends on its telecommunication sector. The common
people of the developed countries are connected with the telecommunication network
information highway. People are directly depending on the telecommunication. And
mobile phone is the phone, which anyone can take anywhere he or she want. And in
Bangladesh citycell CDMA technology is the most widely accepted digital system in
the world. Citycell Phone believes in service, a service that leads to good business
and good development. They have provided their service by their product citycell
one, citycell zoom, citycell pco, Alap super. They have given better service to their
subscribers. But still many additional services can be added up with the existing
services. Citycell can give emphasis on the services for continuous improvement.
(l)
BIBLIOGRAPHY:
Books:
1. Marketing Management 12e- Philip Kotler & Keller
2. Fundamental of Marketing – Philip Kotler
3. Marketing 13 Edition - Etzel, walker &Stanton
4. Naresh K. Malhotra. 2003, Marketing Research, Third international
edition.
5. Leon G. Schiffman and leslie lazar kanuk, Consumer Behavior. Third
Indian reprint 2003.
6. Eugene F. Brigham and Joel F. Houston, Fundamentals of Financial
Management, Ninth Edition.
7. Philip Kotler, Principle of Marketing, eight edition
Web Sites:
1. www.citycell.com
2. www.google.com
3. www.wikipedia.com
Newspapers:
o The Daily Star.
o The Independent.
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