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Description
Grameenphone marketing mix
Document Sample
Background
GrameenPhone is a GSM-based cellular operator in Bangladesh and market leader with
more than 50% of the Bangladeshi market share. GrameenPhone started operations on March
26, 1997. It is partly owned by Telenor (62%) and Grameen Telecom (38%).
Grameenphone is one of the largest private sector investments in the country with an
accumulated investment of BDT 8500 crore up to June 2006. Grameenphone is also one the
largest taxpayers in the country, having contributed nearly BDT 5000 crore in direct and
indirect taxes to the Government Exchequer over the years. Of this amount, BDT 1670 crore
was paid in 2005 alone.
GrameenPhone is the largest mobile phone company in Bangladesh with more than 10
million customers as of December 2006. It is also the fastest growing cellular telephone
network in Bangladesh. At the end of 2005, it had about 3500 base stations around the
country with plans to add about 500 in the following six months. Grameenphone's stated goal
is to provide cost-effective and quality cellular services in Bangladesh.
On the 16th of November 2006 GP formally changed its logo to match its parent company
Telenor's logo. According to GP the new logo symbolizes trust, reliability, quality and
constant progress. The name Grameenphone will be kept as part of the new identity. The
name Grameenphone carries with it all of the heritage, success and values of our past, added
the GP CEO Eric Aas.
MARKETING MIX
Marketing Mix is the set of controllable tactical marketing tools the firm blends to produce
the response it wants in the target market. The marketing mix consists of everything the firm
can do to influence the demand for its product. The many possibilities can be collected into
four groups of variables known as the “four Ps”: product, price, place, promotion. Figure
shows the particular marketing tools under each p.
Product Price
Variety List price
Quality Discount
Design Allowance
Features Payment period
Brand Name Credit terms
Packaging
Services Target
Customers
Intended
Positioning
Promotion Place
Advertising Channels
Sales proportion Coverage
Public relation Assortments
Personal selling Locations
Inventory
Transportation
Marketing Mix
Product means the goods and services combination the company effect that
Product offers to the target market for attention, acquisition, use, or consumption
that might satisfy a want or need.
Price is the amount of money charged for a product or service, or the sum of
Price
the values that consumers exchange for the benefits of having or using the
product or service.
Place Place includes company activities that make the product available to target
consumers.
Promotion Promotion means activities that communicate the merits of the product and
persuade target customer to buy it.
Grameenphone Product Mix
A product is anything that can be offered to a market and that is potentially valued by a target
market for the benefit or satisfactions it provides, including objects, services, organization,
places, people and ideas.
As in a service providing business Grameenphone provides different types of service in its
market as its products. In telecommunication business coverage and quality is more important
than the number of product or service offered. With its best coverage and good quality
Grameenphone has become the number one mobile operator in Bangladesh.
Grameenphone has categorized its products in two types. These are
1. Standardized and
2. Customized Products.
Standardized Product
Standardized Product also has been divided into two types: Pre-Paid and Post-Paid.
Pre-Paid
The brand name of prepaid products is Smile Prepaid Standard and Smile (Mobile to
Mobile).
Smile (Prepaid Standard)
Smile Standard prepaid allows consumers to make and receive ISD and NWD call in all
telecom operators.
Smile (Mobile to Mobile)
Smile Mobile to Mobile allows its consumers to make and receive call from any mobile
Postpaid
Xplore
Xplore is the brand name of post paid product of Grameenphone. It is categorized in two
types: Xplore Package 1 and Xplore Package 2. Both of these Post-paid products has
BTTB (Local, NWD, ISD and Economy ISD) connectivity, Flexible Credit Policy, Wide
collection of value added service (SMS, EDGE, Welcome Tune, Voice Mail, Voice SMS)
and International Roaming facility.
Customized Product
“Business Solution” is provided as a customized service to different medium and large
organization and Professionals. This customization allows interesting call and sms charge
among the member of the organization, fax and internet service within the organization
branch. The customized service of one organization is never told to other or disclosed.
Separate Strategic Business Unit (SBU) is responsible for the success of each of this product.
As the way, this organization has proved that SBU is important for the success of a product in
its market.
Interestingly “d-juice”, which is claimed as a life style brand of Grameenphone, is not
mentioned with this product line.
Different types of value added services are provided with these products as product feature.
Value Added Services
With Grameenphone‟s VAS, consumer can use mobile phone for many other purposes than
making voice calls. With Grameenphone‟s VAS, consumer can use mobile phone to:
Send and receive text messages, picture messages, voice messages
Download ring tones, logos, wallpapers
Obtain news updates, cricket score updates
Browse the Internet and also send and receive e-mails
Transfer data and send fax
Participate in competitions and vote for opinions
Health line services.
Branding
The name or names that identify a company‟s products can be very important in positioning
them. The brand name distinguishes a product from competitor‟s products. A strong brand
identity creates major competitive advantages. A brand that is recognized by buyers
encourages repeat purchases. Grameenphone is successful in its products branding. All most
every prepaid mobile phone user is aware about its “Smile” prepaid package and business
consumers are aware about “Business Solution”. This Branding images comes from good
quality of Grameenphone‟s products as well as its high promotion activities. Corporate
branding places primary emphasis on building brand identity using the corporate name.
Grameenphone has become a corporate name in telecommunication business in Bangladesh.
Corporate branding offers the advantage of using one advertising and sales promotion
program to support all of the firm‟s products. And it is often found in Grameenphone
advertisements. Corporate branding has become a branding strategy because the product
offering is relatively narrow in telecommunication business.
Products Life Cycle
A company‟s positioning and differentiation strategy must change as the product, market
environment and competitor‟s strategy change over time.
Product life cycle (PLC) is the course of a product‟s sales and profits over its lifetime. It
involves five distinct stages: product development, introduction, growth, maturity and
decline. All products have a limited life and profits rise and fall at different stages of the
product life cycle.
All of Grameenphone‟s products are in maturity stage. Grameenphone hopes that this will
continue for other few years. Different features and value added service will be included over
time to time with the products to maintain the maturity of the product.
Grameenphone’s Strategic Analysis of Existing Products
Grameenphone regularly evaluates the performance of its product. This evaluation of the
performance of the product portfolio provides its management with diagnostic information to
guide its strategies for new products, product modification, and product elimination. But the
strategic analysis of existing products requires tracking the performance of the products in the
portfolio, as shown below:
For tracking product performance Grameenphone‟s management first establish the criteria
and levels of performance for gauging product performance. These include both financial and
non financial factors. Because of the various demand and cost interrelationships among
products, an information system is established to measure how well a particular product is
doing. The purpose of this tracking system is to maintain a product review process that will
help to spot problem products or products features. Grameenphone‟s management uses the
diagnosis to help select a strategy for eliminating the problem. Action includes adding new
products, cost reduction, product improvement, marketing strategy alteration or product
elimination.
Product life cycle analysis
The length of product life cycle is shorter in telecommunication business. So in a few
years Grameenphone‟s products moved from its introduction in to the growth stage and it
is now in maturity stage. This first movement through the product life cycle also creates
the need to alter the cycle by introducing new products or products feature.
Product portfolio analysis
Grameenphone‟s strategic analysis of the products portfolio determines if each product is
measuring up to management‟s minimum performance criteria, and assesses the strength
and weaknesses of the product relative to other products in the portfolio.
Portfolio grids highlight differences among products. After identifying the relative
attractiveness and business strength of the products in the portfolio, a more
comprehensive analysis of specific performance factors may be appropriate, including:
Profit contribution.
Barriers to entry.
Sales fluctuations.
Extent of capacity utilization
Responsiveness of sales to prices, promotional activities, service levels, and other
influences.
The nature of technology (maturity, volatility, and complexity).
Alternative production and process opportunities.
Several of these factors are included in the grid analysis when composite grid dimensions are
used.
Grameenphone’s Strategy for existing products
Cost reduction, product alteration, product elimination works as a strategy for existing
products within this organization.
Cost reduction
Grameenphone‟s lower cost comparatively its higher class products quality give this
company major advantage over the competition. Grameenphone‟s technological
innovation, marketing productivity and high volume consumer helps to maintain this
lower cost.
Product alteration
Products are often improved by changing their features and quality. A number of features
are included with Grameenphone‟s products. And these features provide a way of
differentiating a brand against competition. In November, 2006 Grameenphone renamed
its products as Easy to Smile; Regular to Explore. A number of new features also have
been added with these products in that time. But consumer‟s preferences suggest that
quality is more important than features in the choice of taking connection. So quality
improvements are also considered as an important strategy for increasing competitive
advantage.
Product elimination
In deciding to drop a product from product line, Grameenphone‟s management considers
variety of performance criteria in addition to the product‟s sales and product priorities. In
November, 2006 Grameenphone eliminates some of its products from product line such
as Any Time-300, Any Time-450 and Any Time-500. But product elimination is a very
important decision that is thoroughly evaluated by Grameenphone‟s management.
Because Grameenphone‟s core value is “Make it easy”. Those similar type of products
confused customer. There fore these have been eliminated so that consumers feel easy to
use Grameenphone‟s products.
Grameenphone‟s corporate culture committed to provide good quality services .It believes
that quality improvement is an organizational responsibility. So this will continuingly
introduce good quality services or product comparatively minimum price.
Analyzing the Pricing Situation of GP:
Price Elasticity:
It is the percentage change in the quantity demanded when price changes, divided by the
percentage change in the price. GP has gained high price elasticity in the market.
Non-price factors:
The Gold holders pay a high amount of money in buying to get the high facility.
Cost Analysis:
Product cost provides essential information for pricing decisions. To analyze cost, GP uses
the following steps:
Competitor Analysis:
Aktel is the major competitor of GP as it is consistent in its rates and facilities and gain a
most part of the market shares although Banglalink has more promotional activities and call
charge, they have not been able to hold the market yet. GP fixes its competitor on the basis of
market share. They fix price in keeping pace with the competitors‟ price and their probable
responses to an alternative price strategies.
Legal Anbd Ethical Ckonsiderations Of GP:
Price fixing in channels of distribution:
GP provides its distributors at low cost. In pricing the channels of distribution, it has
discrimination.
Price information:
GP publishes articles and advertisements in all national dailies and television about the form
and the availability of price information for the customers.
Price of Different Offers of GP at A Glance:
XPLORE PACKAGE 1:
Tariff and line rent:
BTTB
Range Any Mobile F&F (local/NWD/ISD) SMS Charge
Peak (6 a.m. - 11
p.m.) Tk.1.9/min
Off Peak (11 p.m. - 1 Tk. 1.50/min
F&F: Tk.0.50
a.m.) Incoming: Free
GP: Tk.1.50
Tk.1.0/min Outgoing: GP Tariff
Super Off Peak (1 a.m. - + BTTB charge Other
6 a.m.) (Local/ NWD/ ISD) Operator:
Tk.2.00
Tk. .30/min*
Tk. 1.50/min
GP to GP only
*Promotional Tariff
Line Rent: Tk.100/month
BTTB Incoming is absolutely free for Xplore Package 1.
XPLORE PACKAGE 2:
Package 2 has come up with a very attractive and competitive tariff.
BTTB Incoming is absolutely free for xplore Package 2.
No Monthly Access Fee/Monthly Line Rent
Monthly Package Fee (Minimum Usage): Tk.1000
BTTB
Tariff F&F (local/NWD/ISD) SMS Charge
GP mobiles (6
am -1 am) Tk.1.50/min Incoming: Free F&F: Tk.0.50
GP mobiles (1 Tk. Outgoing: GP GP: Tk.1.50
Tk.1.0/min
am -6 am) .30/min* Tariff + BTTB
charge (Local/ Other Operator:
Other operators Tk.1.50/min NWD/ ISD) Tk.2.00
(24 Hrs)
* Promotional Tariff
(Subscriber has to pay the monthly package fee if the monthly usage is below Tk.
SMILE PREPAID:
OFFERS RATE(taka) USERS
Friend and family 1.00
SMS .50
SMILE subscribers will enjoy reduced tariff of only Tk 2.0/min all day for all GP to GP calls
and Tk 2.5/min to any other operator.
SMS to any GP-GP number is Tk.1.5 and to other local and international operators is Tk. 2.
Tariffs: of voice sms
For sending (or replying) a Voice SMS, charge is BDT 2.50 per minute.
There is no charge for listening a New Voice SMS.
Charge is BDT 1.00 per minute to retrieve Old Voice SMS
International SMS:
Any GP user can send SMS to more than 100 million GSM subscribers all over the world. It
costs much less than making a call and is quite convenient to send.
Tariff:
Product djuice On-Net Off-Net International SMS
Smile BDT 1.50 BDT 1.50 BDT 2.00 BDT 2.00
Smile PSTN BDT 1.50 BDT 1.50 BDT 2.00 BDT 2.00
Post paid BDT 1.50 BDT 1.50 BDT 2.00 BDT 2.00
djuice BDT 0.50 BDT 1.00 BDT 1.50 BDT 2.00
News service:
GP provides news and sports update.
Tariff:
BDT 2.0 MP3 tones
Grameenphone EDGE
Grameenphone offers EDGE (Enhanced Data Rates for Global Evolution), an advanced
mobile technology which enables high-speed mobile Internet and data services. It is about 8
times faster than GPRS.
Tariff Structure
PACKAGE 1 PACKAGE 2
Subscribers ALL Post Paid Only
Monthly Access Fee None BDT 1,000.00
Browsing Charge BDT 0.02 / kb NIL
Content Download As per content As per content
Pricing: The following table shows price of different contents offered by GP:
Contents Price (in BDT)
1 Poly tones 15
2 True tones 20
3 Wallpaper 10
4 Animation 10
5 Color Logo 10
6 J2ME Games 40
7 Video Clips 30
8 Themes 20
Grameenphone Distribution Mix
Importance Of Distribution In GP:
To perform the above task effectively GP uses its own distribution channels, which are
distinguishable from others. When initially selecting a channel of distribution for a new
product, the pricing strategy and desired positioning of the product may influence the choice
of the channel. Once the channel of distribution design is complete and responsibilities for
performing the various marketing functions are assigned, these decisions establish guidelines
for pricing, advertising and personal selling strategies. GP is very much efficient in
establishing these types of strategies. It helps them to maintain an exclusive distribution
channel to serve the end-users.
Mission Of GP’s Distribution Strategy:
The motto of GP in establishing distribution channels is: to be the nearest of the customers.
And exactly their motto is realistic. GP is the nearest company of the customers. It has
opened all the doors to serve their customers most conveniently.
Overview Of GP’s Distribution System:
The number of GP owned distribution centers all over the country is around 18. The
centers serve customers directly and deal them with guidelines and advices to make the
communication through network system easier and quicker. Besides there are around 60
franchises spreading all over the country right now.
These franchises deal with the customer problems and requirements; they gets complains
from customers, they collect creative suggestions from the valuable customers. And other
channels- such as dealers, retailers- are making the products and services of GP more
diversified to the customers.
GP has not come to its present situation instantly. Various types of changes incurred during
the years of its business. We will see the different channels at different time period one by
one.
Initial Distribution Channels
From the beginning of the business of GP, it supplied its SIM to the distribution centers.
Dealers got the product from the centers and sold those to retailers. The retailers, at last, sold
the product to end users. This was a traditional channel. Sometimes, end-users purchased
products from dealers as a whole to minimize the purchasing cost. Company did not sell
directly to the customers at that time.
Only three years ago GP introduced a new and convenient channels of distribution to
overcome the traditional system. The two tails of the channel is the most attraction part to the
customers.
Through around 30 distribution centers, GP distributes all key parts of the country. Dealers,
as an intermediary, purchase the products from the centers and disburse those to two types of
retailers. One is – exclusive retail outlet and another one is – non-exclusive retail outlets are
permitted to sell the products of only GP. They are the guaranteed or authorized retailers.
Non-exclusive retail outlets can sell other companies‟ product as well as they have no relation
the customers or end-users buy products from either of two types of retail outlets. They get
the product or service of company in the most convenient way at the student time period.
Grameenphone Promotional Mix
Grameenphone uses promotional activities that communicate the merits of the product and
persuade target customers to buy it. Grameenphone can succeed to acquire more than 10
million customers as of December 2006 not only providing good service but also using high
frequency promotional activities. Grameenphone uses most of the promotional tools to give
message for its customers on the new product & existing product and product features.
Grameenphone must do more than make good product- they have to inform customers about
product benefits and carefully position products in consumers‟ mind. To do this
Grameenphone promotes the promotion tools are:
Grameenphone Promotional tools
Advertising Sales Promotion Public Relation Personal Selling
o Newspaper o Price packs o Publications o Inside Sales
o Television o Cash Refund Offers o Events Force
o Radio o Prizes o News
o Magazines o Patronage Award o Sponsorships
o Newsletter o Premium o Public service
o Internet o Price Offs activities
o Identity Media
Grameenphone Advertising process :
Any paid form of nonperson presentation and promotion of ideas, goods or services by an
identified sponsor. Grameenphone advertising can introduce the company and the
products. If the product embodies new features, advertising can explain them. Advertising
can remind customers of how to use the products and reassures them about their purchase.
Grameenphone Advertising Objectives:
Grameenphone uses advertising as a promotional tool to make a communication task to
be accomplished with a specific target audience during a specific period of time.
Grameenphone Advertising objectives
Informative advertising
Telling the market about a new product
Suggesting new uses for a product
Informing the market of a price change
Explain how the product works
Describing available services
Building a company image
Persuasive Advertising
Building brand preference
Encouraging switching to Grameenphone
Changing customer‟s perception of product attributes
Persuading customer to purchase now
Persuading customer to receive a sales call
Reminder Advertising
Reminding consumer that the product may be needed in the near future
Reminding consumer where to buy it
Grameenphone Advertising tools:
Grameenphone uses different types of media to acquire different types of objectives. To
select media depend on the target audience, product characteristics, message
characteristics and cost. The advertising tools that grameenphone uses as a media to
communicate with the existing and potential customers are:
o Newspapers
Newspaper covers all sorts of information about grameenphone‟s product. It mainly
covers the informative and reminder advertising.
Target audience Message characteristics Duration Cost
Literate people. Flexibility, high believability Short life Lower
o Television
Television is an effective media for good mass-market coverage. Television telecasts
messages about new product and it is mostly used for persuasive advertisement.
Target audience Message characteristics Duration Cost
All types of people High attention, high reach, high Long life High
but teenagers clutter
influences more
o Radio
Within a lower cost, grameenphone broadcast their massage through radio. It is a better
way for persuasive advertisement.
Target audience Message characteristics Duration Cost
All types of people Audio presentation only but usage Relatively Lower
but teenagers mass and cover high geographical area. short life
influences more.
o Magazines
An effective media that grameenphone uses as a promotional tool to achieve the
customer‟s awareness about grameenphone and its product. It is an effective media for
informative and persuasive advertisement.
Target audience Message characteristics Duration Cost
Middle and Upper- High-quality reproduction, credibility long life Medium
income audience. and prestige.
o Newsletters
Grameenphone publishes newsletter regularly to inform existing customer as well as
potential customer about company‟s recent activities and offer.
Target audience Message characteristics Duration Cost
Loyal consumers Very high selectivity, full control. Short life Relatively
and interest low cost
persons
o Internet
Internet performs effective promotional tools grameenphone advertising. It gathers all
sort of information about grameenphone.
Target audience Message characteristics Duration Cost
Internet browser High selectivity, interactive Long time Relatively
possibilities. still update low cost
Grameenphone Sales promotions Process :
Grameenphone uses sales promotions that consist of a diverse collection of incentive
tools, mostly short term, designed to simulate quicker or greater purchase of particular
products or service by consumers or the trade.
Grameenphone Sales Promotion Objectives:
Sales promotion tools vary on their specific objectives. Grameenphone uses sales
promotion to acquire broader promotion objectives:
Grameenphone Sales promotion objectives
For consumer
Encouraging purchase of large sized units.
Building trail among nonusers
Attracting switchers away competitors‟ brand
For retailers
Persuading retailers to carry new items
Encouraging stocking of related items
Offsetting competitive promotions
Building brand loyalty
Gaining entry into new retailers outlets
For the sales force
Including encouraging support of a new product
Encouraging more prospecting
Sales promotion tools:
Many tools can used to accomplish sales promotion objectives. Describes of the main
consumer, trade and business tools that grameenphone uses as short-term incentives to
encourages the purchase the product follow:
o Price-packs:
Nokia handset festival @ GPC’s
Grameenphone Ltd. kicked off the first handset bundled promotion at its Grameenphone
Centers around the country. Under this promotion free GP connections and bonus talk
time, Tk.660 to Tk.2000 depending on handset, are being offered with select popular
Nokia models.
o Cash Refund Offers:
thankyou
thankyou is grameenphone way of expressing their gratitude, because not only has
consumer loyalty touched us but has also made grameenphone the preferred mobile
operator. Grameenphone thankyou program provides consumer with a number of
rewards that will make consumer mobile phone experience with gramophone even more
satisfying.
o Prizes:
grameenphone pothe pothe utchob
Grameenphone‟s mobile transport travels all around the country and arranges different
types of amusing game/contest for their loyal customers and offers attractive prizes who
win the game /contest.
o Patronage Awards:
thankyou crown, Be Special, Be crown
Grameenphone offers the prestigious thankyou crown membership to especially cater to
you. To enrich your life, grameenphone offers premium services and exclusive discounts.
Membership Average Monthly Usage Over Last Six Discount on SIM
Months Replacement
Platinum BDT 6500 and above 100%
Gold BDT 4500 to below BDT 6500 75%
Silver BDT 2500 to below BDT 4500 50%
You will also enjoy exceptional service at all our customer touch-points. Just introduce
yourself with your Grameenphone number and put your feet up! We will take care of
your problem while you relax.
o Premium:
Enjoy free stuffs with a new xplore Package2 connection
With every new xplore Package 2 connection, you will get 25 Text SMSs & 25 free
Voice SMSs, and 5 GP branded Ring tones. Subscriber has to use the free content and
VAS within 2 months after activation.
o Price-Off:
450 minutes free!
All Business Solutions postpaid subscribers will enjoy 150 minutes free talktime per
month for 3 months to call their F&F numbers.
For new subscribers, the offer is valid from the date of activation and for existing
subscribers, the offer is valid from 28 March '07.
Grameenphone Public relations process:
Public relation is one of the grameenphone strategic promotion tools building good
relations with the company‟s various publics by obtaining favorable publicity, building up
a good “corporate image”.
Grameenphone Public relation Objectives:
Public relations can have a strong impact on public awareness at a muck lower cost than
advertising can. Grameenphone use public relations to communicate with their publics by
setting some public relation objectives. The objectives are:
Grameenphone Public relation objectives
Build marketing excitement before media advertising tools.
Build a one-to-one relationship with consumers.
Build a core customer base.
Turn satisfied customers into advocates.
Grameenphone Public relation tools:
Grameenphone public relation uses several tools. The tools are following:
o Publications:
Grameenphone published some sorts of materials to reach and influence their target
market. Some publication materials are:
Annual report
Articles
Grameenphone Newsletter
o Events:
Grameenphone arranges some special event to draw attention to new products or
companies activities. Some special events that grameenphone arranges frequently:
Seminar
Conference
Trade shows
o Sponsorship:
Grameenphone promote their brands and corporate name by sponsoring sport and cultural
events and highly regarded causes. Some current sponsorship by grameenphone are:
Grameenphone sponsors International Conference on ICT
Official sponsor of Bangladesh Cricket
Grameenphone sponsor International Trade Fair in Khulna
o News:
Grameenphone finds or creates favorable news about the company, its product and its
people and get the media to accept press release and attend press conference.
Grameenphone in its official website media site covers all news about grameenphone, its
product and its people.
o Public-Service Activities:
Grameenphone has always been more than just a mobile phone service provider in
Bangladesh. It builds goodwill by contributing money and time to good causes. Public
service activities that performed by grameenphone are:
Mother's Day thankyou vaccination discount. On the occasion of „World
Mothers‟ Day‟, subscribers may also receive the following benefits:
Samorita Hospital offers 25% off on screening test.
Japan Bangladesh Friendship Hospital offers 50% off on screening test and
free EPI vaccination.
Honoring unsung heroes. Grameenphone in collaboration with Prothom Alo, a
leading daily newspaper in Bangladesh, organized a program titled “Prothom Alo-
Grameenphone Shommanona 2006”. The aim of this program was to bring the
little-known development practitioners to the limelight creating inspiration and
confidence for others.
o Identify Media:
Grameenphone creates a good image by using promotional tools. Grameenphone
promotes the public relationship by its attractive logo, signs, uniform and others.
Grameenphone personal selling process:
Grameenphone personal selling is a good way to communicate the target
customers. It focuses on more creative types of selling and the processes of
building and managing an effective sale forces.
Grameenphone personal selling Objectives:
Personal selling serves as the grameenphone‟s personal link to customer. The sales
representative is the grameenphone to many of its customers. Personal selling performs
for establish some objectives. Those are:
Grameenphone personal selling objectives
To diagnose customer problem and providing services to the customers.
Information gathering about the market.
Building company‟s goodwill.
Increasing the sales forces.
Grameenphone personal selling tool:
Grameenphone mainly focus on inside sales forces that conduct business from their
customer care centre via telephone or visits from prospective buyers.
