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Presentation on Brand Audit of
Course Instructor: Narmin Tartila Banu (NTB)
Group Members
ZEBA ADIBA 123 0368 030FARHAN ALMAS KARIM 123 0526 630MAHAFUZUR RAHAN 123 0722 030A.K.M. MOSHARAF HOSSAIN 123 0889 630 SAD IBNA MOSHAROF 111 1183 530
Company OverviewBanglalink is the second largest cellular service provider in Bangladesh after Grameenphone. As of April 2014, Banglalink has a subscriber base of 29.45 million. It is a wholly owned subsidiary of Telecom Ventures Ltd.
Brand Portfolio
Banglalink
• Pre-Paid• Post-Paid
Brand Portfolio
Pre-Paid
BANGLALINK DESH
BANGLALINK DESH
EK RAT
BANGLALINK DESH EK
RATE DARUN
BANGLALINK DESH
7 FNF
1 SECOND PULSE
BANGLALINK DESH
10 FNF
Brand PortfolioPOST-PAID
BANGLALINK SME
BANGLALINK INSPIRE
Banglalink inspire brings special new features for Postpaid subscribers with remarkably low call rates, along with the many fnf numbers and many other Services and facilities.
It is a very simple package that will help your business flourish by minimizing the cost of your communication.
Positioning
Point-of-Parity (POP)
Category POP
Cellular &3G services
Competitive POP:
Quality , stable & reliable
Correlational POP
Holding second position so
network may not be strong.
Outside Dhaka
network may fall
Point-of-Difference (POD)
Desirability• Providing the
cheapest call rate.
Deliverability• Cheapest call
rate
• Ensuring consumers about their ability
Differentiation• Cheapest call
rate Fastest 3G
Brand mantra
BRAND MANTRA
FUN!
WITTY!
Patriotic
Innovative
Close to Bangladeshi Culture
Brand Resonance Pyramid:
Salience:Awareness is high 30.9 million subscribers.Depth is more than breadth.
Brand Performance:Pretty Stable networkcheapest call rate Fastest 3GEffective customer service helpline
Brand Imagery :Exciting Aggressive Extra ordinary
Feelings:Patriotic Close to culture Fun
Resonance:“Priyojon”
Judgments:Well balanced position in terms of quality & price Trust worthy Likable
ProductAnalyzing Banglalink’s 5 levels of product Core benefit level
• Cellular Service
Generic product level• Good network coverage• Good network coverageExpected product level• Strong 3G coverage• Strong 3G coverageAugmented product level• Cheapest call rate and fastest
3G • Cheap call rate and fastest
3G Potential product level• 4G or 5G services
• Banglalink’s aggressive pricing strategy is their USP. Banglalink’s price effective strategy has enabled them to capture second highest market in the country.
Price
PlaceDistribution for pre-paid packages
Bangalink Sales Unit
Banglalink Sales & Care Centers
Final Cutomers
Distributors
Banglalink Service Points (BSP)
Bangalink Points (BP)
Final Customers Final Customers
PlaceDistribution for post-paid packages
Banglalink Office• Post-Paid
Packages (From Telesales Unit)
• Corporate Packages (ERM Unit)
• CON (From ICON Department)
Sales Personnel• BDO – Post-Paid
Package• ERM Manager –
Corporate Package• ICON Manager – ICON• SME Channel Manager
– SME Packages
Customers• Inside Dhaka• Outside of Dhaka
PromotionAdvertisements in the national newspapers
Advertisements through billboards
Advertisement through Electronic & social media
Personal Selling. Sales promotion. Road show. Handbag Distribution. Scarf Distribution. Public Relation. Social Commitment.
Promotion
Brand Elements
Logo: The tiger striped orange-black logo represents the ‘aggressiveness’ of the brand.
Color: Because of their unique color they have been able to standout & maintain a very distinctive image.
Brand Elements
Slogan:
Brand Elements• Theme music/Jingle: Banglalink’s theme
music as well as various jingles are very catchy by genre. Use of various local musical instruments such as fluites, ektara, sitara, dhol, violin, piano etc. has given their theme music a very unique position in the mind of consumers as a local brand.
Brand Elements
Brand ambassador: Banglalink’s current brand ambassador is world’s no. 1 cricket all-rounder Shakib Al Hasan.
Brand Elements
Character: Banglalink has introduced animated characters to attract the young generation for engaging for their sub brand‘PLAY!’.
Competitive AnalysisGrameenphone
GP is the leading and largest
telecommunications service
provider in Bangladesh.
GP has strong network coverage .
GP charges comparatively higher price than
other competitors.
Competitive Analysis
Robi Axiata Ltd Robi is the third largest
mobile telecom operator in Bangladesh.
Robi has cheap call rate and better packages.
Competitive Analysis
AirtelAirtel is the sixth
mobile phone carrier to enter the Bangladesh market.
Airtel is a brand which is mostly preferred by youngsters.
Consumer Knowledge• As a brand for Banglalink some positive consumer
brand associations might be youthful, fun loving, down-to-earth and very much Bangladeshi.
• Whenever it comes to network coverage it has always been negatively associated in respect to Grameenphone as a brand in the mind of consumers.
• As Banglalink is a mass level brand sometimes it struggles somewhat to connect with young consumers.