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Internship Report
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Grameenphone 1
Internship Report
³Identifying Media Opportunity & Media Effectiveness for Urban Trend
Setter´
5/13/2013
Chowdhury Zarah Sarwat
Grameenphone 2
Internship Report
Internship Report
On
³Identifying Media Opportunity & Media Effectiveness for Urban
Trend Setter´
INDEPENDENT UNIVERSITY,
BANGLADESH
[Business School]
Prepared by
Chowdhury Zarah Sarwat
ID# 0920438
Supervised by
Saquib Shahriar
Submission Date
May 13, 2013
Grameenphone 3
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Acknowledgement
My immense gratitude to Mr. Aman Ashraf Faiz (Deputy Director; Communication
Channels; Marketing, Commercial), Shikder Akhtar Uz Zaman (Deputy General Manager,
ATL Media, Communication Channels; Marketing, Commercial) and my supervisor Mr.
Tawhidur Rahman (Specialist, ATL Media, Communication Channels; Marketing,
Commercial), Mr. Azharul Islam (Executive, ATL Media, Communication Channels;
Marketing, Commercial) and the other members of my Communication Channels and Market
Communication team for their impervious support and cooperation, despite their busy
schedule.
Grameenphone 4
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Executive summary
Grameenphone is the largest telecommunication company in Bangladesh. Grameenphone
invests a huge amount of money in communicating their services and offerings to the people.
Television media is one of the strongest ATL (Above The Line) communicating tool in the
communication channels of Grameenphone. My project report is to find out the media
opportunity and media effectiveness of the urban trend setters. I have highlighted four
different media tool (television, print, radio, digital) to show the media opportunities and the
effectiveness of four different media tool for urban trend setters.
Grameenphone 5
Internship Report
Table of Content
Acknowledgment
Executive Summary
1. Introduction
1.1 Background
1.2. Scope of the Project
1.3. Objective
6
7
7
7
2. Organization Part
2.1 Background
2.2 History of Grameenphone Ltd.
2.3 Founders
2.4 The Telenor Group
2.5 Grameen Telecom
2.6 Major Shareholdings
2.7 Mission, Vision and Values
2.8 Business Strategies
2.9 Products and Services Offered
2.10 Organization Chart
2.11 Industry Analysis
2.12 SWOT Analysis
8
9
10
13
14
14
15
15
17
17
21
21
23
3. Project Analysis
3.1 Introduction
3.2 Objectives
3.3 Overview of Different Media in
Bangladesh
27
28
28
28
4. Findings and Discussions
4.1 Urban Trend Setters Lifestyle
4.2 Activities in Time Band
4.3 Media Habit
31
32
33
34
5. Conclusion and Recommendations
5.1 Conclusion
5.2 Recommendations
37
38
38
6. References
39
7. Appendices
41
7.1 Appendix: 1 Questionnaire
7.2 Appendix: 2 Graphical
Representations
42
48
Grameenphone 6
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1. Introduction
Grameenphone 7
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1.1. Background
Grameenphone, widely known as GP, is the leading telecommunications service provider in
Bangladesh. With more than 27 million subscribers, Grameenphone is the largest cellular
operator in the country. It is a joint venture enterprise between Telenor and Grameen
Telecom Corporation, a non-profit sister concern of the internationally acclaimed
microfinance organization and community development bank Grameen Bank. Telenor, the
largest telecommunications company in Norway, owns 55.8% shares of Grameenphone,
Grameen Telecom owns 34.2% and the remaining 10% is publicly held.
Grameenphone invests a huge amount of money in communicating their services and
offerings to the people. Television media is one of the strongest ATL (Above the line)
communicating tool in the communication channel of Grameenphone. Grameenphone keeps
aside a huge percentage of money from their total budget of ATL promotion for television
media. Promoting through television commercial is quite complicated and involves a lot of
process and permissions.
1.2. Scope of the Project
The Communication Department of Grameenphone is having a basic segmentation for a
precise idea and understanding of the customer¶s behavior. From this segmentation and
research of each individual segment it became much tranquil to identify the media
opportunity and media effectiveness of urban trend setters.
1.3. Objective
Understanding the behavior of the urban trend setters, their lifestyle and their media behavior
to identify media scope and effectiveness for them.
Grameenphone 8
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2. Organization Part
Grameenphone 9
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2.1 Background
Grameenphone is the largest mobile telecommunications operator in Bangladesh in terms of
revenue, coverage and subscriber base. The company was incorporated on October 10, 1996
as a private limited company. Grameenphone converted to a public limited company on June
25, 2007. Trading of the company¶s shares started at Dhaka and Chittagong Stock Exchanges
from 16 Nov. 2009. The shareholding structure comprises of mainly two sponsor
Shareholders namely Telenor Mobile Communications AS (55.80%) and Grameen Telecom
(34.20%). The rest 10.00% shareholding includes General public & other Institutions.
Newly Built Head Office Complex
Grameenphone 10
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¾ Workforce: more than 4,800 employees (March 2011)
¾ Listed at Dhaka Stock Exchange and Chittagong Stock Exchange
¾ Rated AAA for long term loan and ST-1 for short term loan
¾ The largest Corporate Tax payer in Bangladesh
¾ Grameenphone has a fully owned subsidiary named Grameenphone IT Ltd.
¾ Headquarters in Dhaka, Bangladesh
2.2 History of Grameenphone Ltd
ƒ
November 28, 1996: Grameenphone was offered a cellular license in Bangladesh by
the Ministry of Posts and Telecommunications.
ƒ
March 26, 1997: Grameenphone launched its service on the Independence Day of
Bangladesh.
ƒ
June 1998: GP started its services in the port city of Chittagong, the second largest
city in the country. Cell to cell coverage in the DhakaͲChittagong corridor also
enabled GP to introduce its service in a number of other districts along the way.
ƒ
September 1999: GP started its service in the industrial city of Khulna. Once again, a
number of other districts came under coverage of GP because of the cell to cell
coverage between Dhaka and Khulna. Earlier in September 1999, it introduced the
EASY preͲpaid service in the local market. It also introduced the Voice Mail Service
(VMS) and the Short Message Service (SMS) and other Value Added Services
(VAS).
ƒ
June 2000: Grameenphone started its services in Sylhet, Barisal and Rajshahi,
bringing all six divisional headquarters under the coverage of its network. The service
in Barisal region was started after the microwave link between Khulna and Chittagong
was completed.
Grameenphone 11
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ƒ
August 2003: After six years of operation, Grameenphone has more than one million
subscribers.
ƒ
November 2005: Grameenphone continues to being the largest mobile phone operator
of Bangladesh with more than 5 million subscribers.
ƒ
November 16, 2006: After almost 10 years of operation, Grameenphone has over 10
million subscribers. Grameenphone has built one of the most extensive infrastructures
of Bangladesh and is a major contributor to the development o the national economy.
ƒ
December 31, 2007: Grameenphone is one of the largest private sector investments in
the country with an accumulated investment of USD $1.7 billion up to December
2007. 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 which is amount, BDT 1670 Crore was paid in 2005
alone.
GP was also the first operator to introduce the preͲpaid service in September 1999. In
addition to core voice services, Grameenphone offers a number of valueͲadded services,
in each case on both a contract and prepaid basis. It established the first 24Ͳhour Call
Center, introduced valueͲadded services such as VMS, SMS, Fax & Data Transmission
Services, International Roaming Service, WAP, SMS Ͳ based PushͲPull Services, EDGE,
personal ring back tone and many other products and services.
Grameenphone nearly doubled its subscriber base during the initial years while the growth
was much faster during the later year. It ended the inaugural year with 18,000 customers,
30,000 by the end of 1998, 60,000 in 1999, 193,000 in 2000, 471,000 in 2001, 775,000 in
Grameenphone 12
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2002, 1.16 million in 2003, 2.4 million in 2004 and 5.5 million in 2005 customers. Currently
the customer base of Grameenphone is over 20 million.
Grameenphone offers the widest coverage in Bangladesh. The population coverage has
increased from approximately 85% in 2005 to above 90% in 2006. Currently the population
coverage is 98% (Including voice call and Edge/GPRS). In addition; Grameenphone also
offers GPRS in most of the country and EDGE in urban areas.
From the very beginning, Grameenphone placed emphasis on providing good afterǦsales
services. In recent years, the focus has been to provide afterǦsales within a short distance
from where the customers live. There are now more than 400 GP Service Center, 20 GPC
Franchise, recharge retailers: 1,05,000+, total retailers: 18000+, distributors: 96, Single
hotline which operates 24/7; the country covering all 64 districts. In addition, there are 62 GP
Customer Centers in all the divisional cities and they remain open from 8amͲ7pm every day
including all holidays.
Grameenphone has generated direct and indirect employment for a large number of people
over the years. The company presently has more than 6,000 fullͲtime, partͲtime and
contractual employees. Another 70,000 people are directly dependent on Grameenphone for
their livelihood, working for the GP dealers, retailers, scratch card outlets, suppliers, vendors,
contractors and others.
Grameenphone considers its employees to be one of its most important assets. GP has an
extensive employee benefit scheme in place including Gratuity, Provident Fund, Group
Insurance, Family Health Insurance, Transportation Facility, Day Care Centre, Children̏s
Grameenphone 13
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Education Support, higher Education Support for employees, InǦHouse Medical Support and
other initiatives.
2.3 Founders
The shareholders of Grameenphone contribute their unique, in-depth experience in both
telecommunications and development.
The International shareholder brings technological and business management expertise while
the local shareholder provides a presence throughout Bangladesh and a deep understanding of
its economy. Both are dedicated to Bangladesh and its struggle for economic progress and
have a deep commitment to Grameenphone and its mission to provide affordable telephony to
the entire population of Bangladesh.
Telenor is emerging as one of the fastest growing providers of mobile communications
services worldwide with ownership interests in 12 mobile operators across Europe and Asia.
Telenor is organized into three business areas; Mobile operations covering 12 countries, and
Fixed-line and Broadcast services covering the Nordic region. Telenor holds 55.8 per cent of
Grameenphone, with Grameen Telecom Corporation owning the remaining 34.2 per cent.
The rest of the shares belong to general retail and institutional investors. Telenor has played a
pioneering role in development of cellular communications in Bangladesh.
Grameenphone 14
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2.4 The Telenor Group
TMC, a company organized under the laws of the Kingdom of Norway, seeks to develop and
invest in telecommunications solutions through direct and indirect ownership of companies
and to enter into national and international alliances relating to telecommunications. It is a
subsidiary of Telenor Mobile Holdings AS and an affiliate of Telenor. Telenor AS is the
leading Telecommunications Company of Norway listed on the Oslo Stock Exchange. It
owns 55.80% shares of Grameenphone Ltd. Telenor's strong international expansion in recent
years has been based on leading-edge expertise, acquired in the Norwegian and Nordic
markets, which are among the most highly developed technology markets in the world. It has
substantial International operations in mobile telephony, satellite operations and pay
Television services. In addition to Norway and Bangladesh, Telenor owns mobile telephony
companies in Sweden, Denmark, Hungary, Russia, Ukraine, Serbia, Montenegro, Thailand,
Malaysia, Pakistan and India with more than 174 million mobile subscriptions worldwide as
of December 31, 2009. Telenor uses the expertise it has gained in its home and international
markets for the development of emerging markets like Bangladesh.
2.5 Grameen Telecom
Grameen Telecom Corporation, which owns 34.2% of the shares of Grameenphone, is a notfor-profit company and works in close collaboration with Grameen Bank. GTC̏s mandate is
to provide easy access to GSM cellular services in rural Bangladesh and creating new
opportunities for income generation through self- employment by providing villagers, mostly
to the poor rural women with access to modern information and communication-based
technologies. With the help of Grameen Bank, Grameen Telecom, with its field network,
Grameenphone 15
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administers the Village Phone Program, through which Grameenphone provides its services
to the fast growing rural customers.
2.6 Major Shareholdings
As of 31 December 2010
Shareholders
No. of shares
No. of Shareholders
% of total
Sponsors (Foreign)
753,408,369
4
55.80 %
Sponsors (Local)
461,766,453
3
34.20 %
Institutions
66,936,912
666
4.95 %
Public
68,188,288
99,553
5.05 %
Total shares
1,350,300,022
100,226
100%
2.7 Mission, Vision and Values
GP Vision
We exist to help our customers get the full benefit of communications services in their daily
lives. We¶re here to help.
Grameenphone 16
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GP Mission
Grameenphone is the only reliable means of communication that brings the people of
Bangladesh close to their loved ones and important things in their lives through unparalleled
network, relevant innovations & services.
GP Values
MAKE IT EASY
Everything we produce should be easy to understand and use. We should always remember
that we try to make customers̏ lives easier.
KEEP PROMISES
Everything we do should work perfectly. If it doesn¶t, we¶re there to put things right. We¶re
about delivery, not over-promising. We¶re about actions, not words.
BE INSPIRING
We¶re creative. We bring energy and imagination to our work. Everything we produce should
look fresh and modern.
BE RESPECTFUL
We acknowledge and respect local cultures. We want to be a part of local communities
wherever we operate. We want to help customers with their specific needs in a way that suits
way of their life best.
Grameenphone 17
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2.8 Business Strategies
Grameenphone operates a digital mobile telecommunications network based on the GSM
standard in the 900 MHz and1800 MHz frequency bands, under a license granted by the
Bangladesh Telecom Regulatory Commission (BTRC). As per the terms of the "Licensing
Agreement" with Ministry of Posts and Telecommunications, (succeeded by Bangladesh
Telecom Regulatory Commission), the radio system operating license of Grameenphone will
expire on 11 November 2011. The license is, however, subject to renewal upon fulfillment of
certain terms and conditions. Management foresees no uncertainty regarding the renewal of
the license. Grameenphone serves both rural and urban customers across Bangladesh, where
mobile telephony is a major driver of socioeconomic development. Bangladesh has one of the
lowest teledensity rates and the highest subscriber growth rates in the world. Grameenphone
built its network on a nationwide basis. As of March 2010, Grameenphonȅs network
covered 99.14% of Bangladesh¶s population and 88.84% of the total land area, and the
network infrastructure included around 114,000 TRXs in more than 7200 base stations.
Grameenphone network is EDGE/GPRS enabled, allowing our customers to gain access to
high-speed Internet and data services from anywhere within the coverage area.
2.9 Products and Services Offered
Grameenphone offers subscription in two categories, Prepaid Subscription and Postpaid
Subscription.
Grameenphone 18
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Village
Phone
GP
Public
Phone
Ekota
Spondon
Shohoj
Prepaid
plan
Djuice
Business
Solution
My
Zone
Aapon
Bandhu
Prepaid Plan
Xplore
GP
Public
Phone
Postpaid
plan
Business
Solution
Ekota
Postpaid plan
Other Activities²
¾ Internet:
•
Minipack 3MB
•
Minipack 99MB
•
Minipack Pay Per Use (Max 20tk./Day)
•
Pay as you Go (P1)
•
Unlimited Pack (P2)
Grameenphone 19
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•
Unlimited Night Pack (P3)
•
150 MV Daily Pack (P4)
•
3GB Monthly Pack (P5)
•
1GB Monthly Pack (P6)
•
15MB Minipack (P7)
¾ Value Added Service:
•
Mobicash
•
Health line
•
Power Menu
•
E-Bill
•
Call Block
•
Cricket Score
•
Study Line
•
Team Tracker
•
Friends &
Family
•
Namaz
Timing
•
Bill Pay
•
Missed Call
Alert
•
Stock Info
•
News
•
Web SMS
•
Vehicle
Tracking
•
Instant
Messaging
•
Welcome
Tune
•
SMS Chat
•
Mobile
Ticketing
•
Download
•
Messaging
•
MMS
•
Voice Mail
Service
•
Cell Bazar
•
Flexiload
•
Music Pouch
•
It¶s Time To
Return
•
Mobile
Backup
•
Pay For Me
•
Cricket
Update
•
Music Radio
¾ Roaming:
•
GSM
•
In-Flight
•
Marinetime
•
EDGE / GPRS
•
International SMS
•
International MMS
•
Post- Paid Standard
•
Pre-Paid Standard
Grameenphone 20
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¾ Device:
•
•
Handset
Modem
Community Information Centers
Community Information Center (CIC) or GPCIC is aimed at providing internet access and
other communications services to rural areas.
Grameenphone Centers
A Grameenphone center (GPC) serves as a ³one stop solution´ for customers, with all
telecommunications products and services, under a single roof.
CSR (corporate social responsibility)
Grameenphone focuses its CSR on the field of followings:
1. It contributes its responsibilities toward countries education, empowerment & health
sector.
2. Beautification of the city towns.
3. It is the official sponsor of Bangladesh Cricket Board (BCB).
Grameenphone 21
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2.10 Organization Chart: Communication ChannelMarketing
Communication
Cannel
Planning &
Reporting
Strategy &
Planning
ATL Media
BTL Media
Interactive
Media
ATL Media
Panning
TV Media
Buying
Print Media
Buying
Radio Media
Buying
Digital Media
Buying
2.11 Industry Analysis
Communication in Bangladesh is based on Telephone, mobile communication, TV
Broadcast, Radio, Internet etc. Three types of radio broadcast stations; AM15, FM 13 and
shortwave 2. There are 376 Internet hosts with 10 ISP̏s and 450,000 internet users as of the
year 2006. Telephone density is less than 1 per 100 persons. Mobile cellular density is 13 per
100 per person. The country is introducing digital systems, trunk systems which include VHF
and UHF microwave radio links and some fiber optic links. The country has a link to Europe
with SEA-ME-WE-4 fiber optic submarine cable. (CIA World Fact Book 2008)
Telecom Infrastructure in Bangladesh
Many foreign investors are now interested to do business in telecom sector in Bangladesh
which reveals that Bangladesh has become a significant hub for telecoms. It has been
Grameenphone 22
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forecasted that the average revenue from telecoms sector will be Tk1500crore 2 a year.
Bangladesh is a country which is densely populated and also is a flat and easily extends able
coverage. The infrastructure and Tele-density is low which on the other hand made the
market a perfect place for telecom business. The demand is very high and the consumer base
is very large but the investment is low because of the topographic layout. The government
has a receptive foreign investment policy with no restrictions on repatriation of profit. Even
though the current infrastructure is not much developed but it is suitable for foreign
investment.
Bangladesh has a huge potential in WiMax and submarine cable which is a new technology
in the country and has attracted the foreign telecom operators. Many foreign telecom
operators are coming to Bangladesh to explore the potentiality of the technology. Some
interested international telecom operators who want to start a business in Bangladesh are UKbased Orange Telecom, South Korean SK Telecom and UAȄs Etisalat.
Trend in telecom market in Bangladesh
BIS Shrapnel has launched its Bangladesh Mobile Telecommunication, 2005 report. Report
author Mr Priyam Shah explains that Bangladesh̏s mobile phone market has achieved
exceptional growth since the beginning of 2004, registering a massive 100% growth in its
subscriber base during 2004, and 137% during 2005. This trend is forecast to continue over the
coming years, bringing the subscriber base to 58.2 million by 2011.
Grameenphone 23
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2.12 SWOT Analysis of Grameenphone
STRENGTHS
Good Owner Structure Ͳ Grameenphone has the best owner structure in the
telecommunication industry of Bangladesh. Telenor is one of the largest company, which is
operating in different countries around the world. Again, in Bangladesh, Grameen Bank is
one of the largest NGO, which has the better communication all over the country.
Market Leader Ͳ Grameenphone is the first organization in Bangladesh, which have reached
to the general people.
Network Availability Ͳ Grameenphone has widest network coverage and a large number of
BTS station (Tower) all over Bangladesh.
Brand Name of Grameen Image Ͳ Grameen Bank is well known all over the country
because of its appreciable activities in financial sector for poor people in Bangladesh. So,
when the name Grameen has been added with this telephone company, the organization gets
a huge exposure due to this Grameen image.
Financial Soundness Ͳ Because of effective planning, Grameenphone is able to earn a
healthy amount of revenue, which gives them financial soundness.
Skilled Human Resource Ͳ All the staff, which are related to Grameenphone are skilled and
effective in their own job responsibility. The reason behind this is the Human Resource
department of Grameenphone follows ethical strategy to recruit new employees. Effective
Support Organization Ͳ Grameenphone have shared the idea from the employees of
Bangladesh Railway and Grameen Bank, who are experienced and was able to provide
precious guideline for the operation of Grameenphone.
Grameenphone 24
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Access to the Widest Rural Network through Grameen Bank Ͳ Through the help of
Grameen Bank, this was easier to Grameenphone to reach the rural area of Bangladesh.
High Ethical Standard Ͳ To keep the quality of service, Grameenphone is strict to follow its
ethical standard.
WEAKNESSES
Culture Gap: In Grameenphone management, employees from different country are existed.
Suppose, The Managing director is a Norwegian, Director from technical is Indian and many
more employees come from different country. That̏s why; some times there may be lack of
understanding due to cultural gap.
Complicated Pricing Structure: Grameenphone has lots of products. The pricing of these
products and their billing policies are different which also difficult for a user to understand.
Incomplete Messages through Promotional Activities ± Most of the time the advertisement
of Grameenphone do no clear the appropriate messages.
Problem Contained Offers ± Recently all most all of the new offers of Grameenphone are
having some technical problems. Either they are not working at all or part of the
services of those offers is disabled
Different Departments are not Working Together Ͳ The interconnection of the department
is little bit weak. The reason behind this, there is no exchange program for employees to work
between departments.
OPPORTUNITIES
Economic Growth of Bangladesh Ͳ The economic growth of the country will increase the
expansion of telecommunication industry. From 1995 to 2006, there is a huge change in
telecommunication sector.
Grameenphone 25
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New and Better Interconnect Agreement Ͳ Grameenphone is going to have agreement with
T&T to have better connection from land phone. The organization has agreement with other
operators like Robi, City Cell or Banglalink to have better internal connectivity.
Huge Demand for Telecom Services Ͳ The market of telecommunication is expanding. So,
this is easy for Grameenphone to achieve the major portion of expanded market because of its
leading position.
Increased Intentional Activities in Bangladesh Ͳ As international activities increased in the
country, people need the connectivity not only in the country, but also out side of the country.
So, the market for outside of the country is also expanding.
Declining Prices for Handsets ± Few years ago the people of low income could not effort
mobile phone services due to the high price of handsets. Now the price of handset has
decreased and the low income people want to get connected through mobile phone.
New International Gateway Ͳ As BTTB has established new gateway to connect
internationally, this is easy for mobile phone companies to provide services of ISD call and
international roaming.
Flexibility of Mobile Phone Ͳ Communication through mobile phone is popular because the
land phone connection between inter city is costly. Mobile phones are also easier to carry and
because of its lower cost and portability, people are getting more dependent on mobile
phones than land phones. So there is a chance to achieve more subscribers and more market
share.
THREATS
More Rigid Government Regulations Ͳ Government is becoming restricted for taking away
currency from the country. So, Foreign Company are threatened because they may have risk
Grameenphone 26
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to back their investment to the country. The government also put restriction for the work
permit of foreign employee.
Upgraded Technology Used by Competitors Ͳ New mobile phone operator like Banglalink
are establishing their channel with latest technology. Whereas Grameenphone using the
stations which are five years old. So, this is the disadvantages for Grameenphone.
Political Instability Ͳ Political instability is another threat because, with the change of
Government, policies are also changed. So, this is difficult for any multinational organization
to cope with new policies.
Risky Position of Valuable Resource Ͳ The organizations have a large number of BTS
stations which are spread all over the country. Anyone can make damage to these BTS station
and this is also difficult to arrange proper security for these stations.
NonͲcoͲoperation of Government for the Revenue of BTTB Ͳ Government does not want
to provide the better services from BTTB to other operator due to remain competitive.
Grameenphone 27
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3. PROJECT ANALYSIS
Grameenphone 28
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3.1 Introduction:
Trend setter is an individual who is considered as the leader of fashion. The concept urban
trendsetter entails a group of young individual who popularizes a trend. A person or a group
of citizens who create, or may create, a new fashion and style. This fashion and style may
involve dressing sense, food habit, life style etc.
3.2 Objectives:
•
Understanding the customers behavior (urban trend setter)
•
Understand their lifestyle
•
Understand their Media behavior
•
Identifying the media opportunities for them
3.3 Overview of Different Media in Bangladesh:
Media is a very gigantic idea. If we consider communicating medium there are countless
media vehicle which can be used. But for this report I have used four major media vehicles:
•
Television
•
Print
•
Radio
•
Digital
Grameenphone 29
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Television
Television is the most popular medium of communication. Bangladesh Television (BTV) is
the first Bangladeshi channel owned by Bangladesh Government. BTV was broadcast in
Bangladesh in the year 1964. Until 1990s BTV was the only Terrestrial Television in
Bangladesh. ATN Bangla was the first private satellite TV Channel in Bangladesh which
started operating in 1997. All TV of Bangladesh Channels are broadcast from the Telstar 10
satellite with the exception of ATN Bangla which is broadcast from Thaicom 2/5. Currently
there are 24 active channels in Bangladesh among them 4 channels (Somoy, ATN News,
Independent, Ekattur TV) telecast news only and 2 channels (Channel 9, Asian TV) are for
pure entertainment.
Print
A print Media or Newspaper is containing news of current affairs, articles, features and
advertising. The first printing press was set up in Bangladesh was in Rangpur during 1847. A
weekly newspaper ³Rangapur Barttabaha´ was the first printed publication from the Rangpur
printing press in August, 1847. Print Media are published in Bangladesh from the private.
There are dailies, weeklies, monthly, periodical publications presenting different kind of
news from local and international and giving vast opinion from different corner of
Bangladesh. Beside Bangla newspaper there are many English newspapers also have good
responsibility to the society.
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Radio
Bangladesh Betar or BB is the state-owned radio broadcasting organization of Bangladesh.
Radio transmission in Bangladesh started in Dhaka on December 16, 1939. It played an
important role during the Bangladesh Liberation War of 1971. Radio in Bangladesh might not
be that much popular like TV or Print Media but still it plays an important role in
communication. Radio is mainly popular among the youth.
Digital
Digital or web based communication is the most popular medium of communication in this
era of technology. From the newest generation to the old, people are depending on the
digitalized way of communication. The term digital communication covers a broad area of
Communication Techniques. People are friendlier with the digitalized social networks than
the traditional ways of communication.
Grameenphone 31
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4. Findings
&
Discussions
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To understand the life style and media habit of urban trendsetters, I have analyzed data
collected from 25 respondents who are young university students and newly in profession
employees. I have used questionnaire method to collect data.
I have highlighted 4 popular media vehicle in my questionnaire to understand the media
habit of the urban trendsetter.
4.1 Urban Trendsetters Life Style
To figure out the life style of an individual considered as an urban trendsetter it is essential to
know their every day schedule. For an enhanced idea the respondents were divided their 24hr
into six different segments.
Dawn ± Morning
6:00am-10:00am
Morning ± Midnoon
10:00am-14:00pm
Midnoon ± Afternoon
14:00pm-18:00pm
Afternoon ± Evening
18:00pm-22:00pm
Evening ± Night
22:00pm-2:00am
Night ± Dawn
2:00am-6:00am
The participants choose these time bands by themselves, it was more or less similar ± the
differences were ignorable. Few named these time bands as well.
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4.2 Activities in the time band
Dawn ± Morning (6:00am-10:00am)
•
Waking up
•
Listening to music
•
•
Watching TV for news mostly
•
Preparation for college, university or
work
Prayer
•
Newspaper
•
Private Tuition
•
Grocery
•
Phone Conversation
•
Exercise
Morning ± Mid-noon (10:00am-14:00pm)
•
Phone Conversation
•
Waking up
•
Busy at campus/work
•
Prayer
•
Newspaper
•
Watching news on TV
•
Net browsing (mostly using mobile
phone)
Mid-noon ± Afternoon (14:00pm-18:00pm)
•
Phone conversation
•
Assignment
•
Taking Nap
•
Prayer
•
Leisure time Leisure time
Afternoon ± Evening (18:00pm-22:00pm)
•
Returning Home
•
Net browsing
•
Watching TV
•
Refreshment
•
Phone conversation
•
Prayer
Evening ± Night (22:00pm-2:00am)
•
Family time
•
Phone conversation
•
Net browsing
•
Studying
•
TV
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Night ± Dawn (2:00am-6:00am)
•
Study
•
Phone conversation
•
Net browsing
•
Sleep
•
TV
4.3 Media Habit
Television
‡
Most popular media
‡
They mainly watch foreign channels
‡
Sports and Movie channels are the most popular
‡
They watch local channels for News.
‡
Try to watch the morning news before starting the day
Most Popular Channels
Somoy TV and Channel-I
‡
Somoy TV was mentioned unanimously at first, Channel I got the similar response
but it was mentioned later.
‡
Among the few others:
‡
ATN News, Independent, Channel 71, n-TV, ETV, R-TV
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Radio
‡
Not very popular
‡
Listens only when stuck in traffic jam
‡
But regularly listens to Bhoot FM and Love Guru
Most Popular FM Stations
Radio Foorti, Radio Amar, ABC Radio, Radio Today
‡
In naming the favorite radio station, response was scattered, no particular trend in
preference were found.
Newspaper
•
Reads regularly
•
Favorite Pages: Front, last, sports & entertainment page
Spends 30 to 60 min
Most Popular newspaper
Prothom-alo and Bangladesh Protidin
Among others
Kaler Kontho, Noya Digonto
Interesting Trend noticed - Prothom-alo is read as main newspaper, Bangladesh Protidin
is rather for time passing at traffic jam
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Digital
•
Browse net regularly
•
Favorite Website: Facebook, Youtube
•
Spends 5 to 6 hours
Most Popular newspaper
Facebook and Youtube
•
In naming the favorite website, response was nearly common.
Other Insight
Data & Devise
•
Net Browsing is a part of their life.
•
For browsing they require Speed.
•
Monthly pack is preferred, at the same time they use daily pack on other devices.
•
Most of them have two handsets, one is Smart phone and the other is basic phone.
•
Use smart phone for browsing.
Product & Tariff
•
Complex tariff structure does not bother them as long as it has some low tariff time
band.
•
They prefer pre-paid connection and do not like any community tariff.
•
Using multiple connections were found quite common in this segment
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5. Conclusion
&
Recommendation
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5.1 Conclusion
Lately, the youth has been the widest segment of a telecom company. And from that broadspectrum standpoint, the youth are considered as the urban trend setters. Like other telecom
companies, Grameenphone (GP) as the market leader is not far aloof to concentrate on their
new target group - 'The Urban Trend Setters'. But, to take hold of the newly emerged target
group (TG) is not easy. To attract them, it is very important for GP to find out their media
habits, to know their likings and lifestyles, tastes and buying behaviors. In fact, their daily
practices as a whole.
On the basis of the market mannerisms of the four major media groups on which the study
was conducted, viz. television, print, radio and digital, it can be conclude, as such, that the
main focus of them was on the younger segment of the society considered as the urban trend
setters.
5.2 Recommendations
Based on the findings of this study, the following recommendations are forwarded to utilize
the media opportunities effectively:
1. Increase the promotional appearance frequency in the electronic media,
2. Increase the insertion frequency in the print and online media,
3. To follow-up on the basis of market response research,
4. To adjust/modify on the basis of the follow-ups, and
5. To concentrate on the tastes and likings of the target groups
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6. References
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•
About Grameenphone, 2011, [online, retrieved on 30thNovember 2011], available
at:http://www.grameenphone.com/1/2/about
•
About Grameenphone, 2011, [online, retrieved on 30thNovember 2011], available at:
http://www.grameenphone.com /1/2//about-us
•
Advertising, 2011, [online, retrieved on 29thNovember 2011], available at:
http://www.grameenphone.com/1/2/about/advertising
•
Company Profile, 2011, [online, retrieved on 30thNovember 2011], available at:
http://www.grameenphone.com /1/2/about-us/company-profile
•
Corporate Social Responsibility, 2011, [online, retrieved on 30thNovember 2011],
available at: http://www.grameenphone.com.tr/eng/about_Grameenphone/csr
•
Group structure, 2011, [online, retrieved on 30thNovember 2011], available at:
http://www.grameenphone.com /1/2/about/group-structure
•
Reliability, 2011, [online, retrieved on 28thNovember 2011], available at:
http://writing.colostate.edu/guides/research/relval/pop2a.cfm
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7. Appendices
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7.1 Appendix 1: Questionnaire
I am a student of business school, Independent University, Bangladesh and presently doing
my internship in Grameenphone Ltd. I request you to kindly fill the questionnaire below and
assure you that the data generated will be kept strictly confidential.
Occupation: _______________________________________
Institution: _______________________________________
Age: _______________________________________
Sex: _______________________________________
Monthly mobile usage: _______________________________________
Internet enabled handset: _______________________________________
Lifestyle 24/7
Weekdays
Time Slot
Weekend
6:00am-10:00am
10:00am-14:00pm
14:00pm-18:00pm
18:00pm-22:00pm
22:00pm-2:00am
2:00am-6:00am
Weekend
Fri
Sat
Sun
Mon
(All the questions are based on Bangladesh perspective)
1. How much time you spend in each of this media?
Tue
Wed
Thu
Fri
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TV
Print
Radio
Internet
Hour
Hour
Hour
Hour
Minute
Minute
Minute
Minute
Television
Q: 1
Do you watch Bangla Channels?
a. Always b. Sometimes
Q: 2
c. Barely
d. Never
Which channel do you watch mostly?
¾
Q: 3
Mention the programs that you watch -
Program
Response Channels
(Yes/No)
If yes mention below:
Time Slot
News
Drama
Music
Reality Shows
Cinema
Q: 4
Mention your favorite drama/s name (recently watched)-
¾
Q: 5
Mention your favorite Program/s name (other than drama)-
¾
Q: 6
Mention one of your favorite Bangladeshi TVC aired in Bangla Channels.
¾
Q: 7
¾
Mention one of your favorite TVC of any telecom company of Bangladesh.
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Print
Q: 1
Which newspaper/s do you prefer reading?
¾
Q: 2
Which segment of the newspaper attracts you the most?
a. Politics b. Sports c. Business d. Technology e. Entertainment
b. Others ______________, ________________, ______________, ____________
Q: 3
Which supplements do you like the most-?
a. Noksha b. Korcha c. Projonmo.com d. Life Style e. Anondo Nogor
Other _______________________________________
Q: 4
Name your favorite Bangla Magazine-
¾
Radio
Q: 1
Which Radio Station do you listen the most-?
¾
(Rate the station from 1-5, consider 1=Excellent 2=Very Good 3=Good 4=Average 5=Below Average)
Stations
Bangladesh Betar (State-owned)
Radio Foorti
Radio Today
Radio Amar
ABC Radio
DHAKA FM
People's Radio
Radio Bhumi
Community Radio in Bangladesh
BBC Bangla
Online Radio (Legally permitted by Bangladesh
Govt.)
Radio 2fun
Q: 2
Name your favorite/s Radio program-
______________________________________________________
Q: 3
¾
Name your favorite RJ-
Rating
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Q: 4
Why do you find radio ads attractive?
____________________________________________________
Q: 5
Mention a recent radio Ad that grabs your attention-
¾
Q: 6
Which category of Radio program you like the most?
a. Songs b. RJ endorsement c. SMS reading d. Drama/Program e. Advertisement
Q: 7
Does FM radio advertisements create an urge in you to try the brand?
a. strong influencer
b. keep the name at the back of mind
c. does not matter
Q: 8
Do you change stations during commercial break?
a. Yes
b. No
Digital
Q: 1
What is your time of using internet?
¾
Q: 2
Which mode do you use for internet?
a. PC b. Smart phone c. Phone d. Tab e. Laptop
Q: 3
Name some website that you visit regularly-
¾
Q: 4
Do you visit website for news? (If yes, name some website)
¾
Q: 5
Do you have account in following websites-?
a. Facebook b. Twitter c. LinkedIn d. Google Plus
Q: 6
a.
b.
c.
d.
How much time you spend to visit these sites (Mentioned in Question no. 5)?
0 hour
1-2 hour
3-5 hour
More than 5 hours
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Q: 7
Name some Ad that you have seen in websites-
¾
Q: 8
Which modem you use for internet
a. GP b. Banglalion c. Qubee d. Zoom Ultra e. Others (Please specify)
¾
Q: 9
Do you visit YouTube?
a. Always b. Sometimes c. Barely d. Never
Q: 10 What do you watch in YouTube?
¾
Cinema
Q: 1
Do you visit Cineplex?
a. Always b. Sometimes c. Barely c. Occasionally d. Never
Q: 2
Name some movies that you have watched in Cineplex recently?
¾
Q: 3
Name cinema hall/s that you have visited recently?
¾
Grameenphone
Q: 1
Mention any recent GP TVC that you can recall. (Please explain)
¾
Q: 2
a.
b.
c.
d.
e.
Q: 3
How would describe that ad?
The ad was appealing to eye
The ad was fun to watch
The ad has a positive reaction in mind
Would you like to see similar ads like this in the future?
Are more likely now to purchase the product offered?
How would you rate the recent TVC of Grameenphone?
a. Excellent b. Very Good d. Good e. Average f. Poor
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Q: 4 How would you rate the TVC of Grameenphone compared to the other TVC you have
seen during last three months?
a.
b.
c.
d.
e.
Q: 5
One of the best
Better than most
The same
Not as good as most
One of the worst
If you were to describe this (Print) ad to a friend, would you say the ad is?
a. Attention Getting b. Creative c. Emotional d. Energetic d. Boring
Q: 6
Mention a recent GP radio Ad that grabs your attention-
¾
Q: 7
Which GP billboard Ad you have noticed recently?
¾
Q: 8
In which location you have seen the Ad?
¾
I appreciate your response, thank you for your time.
™
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7.2 Appendix 2: Graphical Representations
Time Spend on Each Media
Television
23%
Digital
58%
Print
11%
Radio
8%
Most Popular Channels
NTV
21%
Independent
22%
Bangladesh
Protidin
7%
Somoy
30%
Channel I
27%
Most Popular Newspaper
The Daily Star
32%
Prothom Alo
36%
Noya Diganta
25%
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Most Popular FM Station
Radio Today
23%
Radio Foorti
27%
ABC Radio
24%
Google
5%
Radio Amar
26%
Most Popular Website
Banglanews24
.com
26%
Facebook
35%
Youtube
34%