Marketing strategies of Banglalink.

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Marketing strategies of Banglalink.


Banglalink aims to understand peoples’ needs best and develop appropriate communication services to improve peoples’ life and make it simple. All our work is aimed towards meeting our vision. All members of the Banglalink family are highly passionate individuals, fully committed to achieving the vision that we have set ourselves. Our customers’ needs matter most to us- making their life simple and improving it is all we want. To ensure our vision is achieved, we have set ourselves a few values, we want to be:



our vision

1.Straight Forward









All the Banglalink family members have one thing in common- a passion to serve. We want to go that extra mile, so that you can have the best possible service

Investing in the future of Bangladesh

Making a difference

The biggest barrier today for people is the cost of handsets. We will strive to lower the total cost of owning a mobile. We are here to help make a difference in people’s lives by providing affordable and reliable connectivity solutions. We will strive to connect people and link their lives by listening to them and by understanding their needs. We are here to help you speak your language.

Our Vision

“Banglalink understands people’s needs best and will create and deliver appropriate communication services to improve people’s life and make it easier”

Banglalink at a glance:

Shareholder Structure
Orascom Telecom Holding SAE 100%
Total Number of Subscribers






Market Share 13.1%
Geographical Coverage 61 districts
Year of Launch 1999
BTS Sites 523
Switches 2



Be linked, Ladies first

Upper class



VAS (Value Added Services)

CF/ Divert

Call Waiting/Call Holding (CW CH)

Call Barring (CB)


Itemized Bill

Infotainment Services

Voice Messaging Service

International SMS

SMS E-mail

SMS Chat

Conference Call

Song Dedication over IVR

Voucher Recharge

International Roaming

Ladies First VAS

Voice Message

Ring Tone




Orascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (“Sheba”) in September 2004. OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of March, 2006, Banglalink served more than 1.5 million subscribers. Banglalink estimates that it had a 13.1% market share of total mobile subscribers in Bangladesh.


Banglalink’s license is a nationwide 15-year GSM license that expires in November 2011. It was acquired for US$ 60 million and re-branded and launched its services under “Banglalink” in February 2005.

Bangladesh’s Telecommunications Market:

Telecommunications services in Bangladesh are provided principally by the Bangladeshi Telegraph and Telephone Board (the “BTTB”), the incumbent state owned fixed line operator, with respect to fixed-line services, and by five GSM mobile operators, Sheba (“Banglalink”), GrameenPhone (the market leader), TM International Bangladesh Ltd. (“TMIB”), Pacific Bangladesh Telecom Ltd. (“PBTL”) and Teletalk Bangladesh Ltd. (“Teletalk”), a subsidiary of BTTB. Following the acquisition of Banglalink, SingTel acquired a minority stake in the number three operator based on market share, the only CDMA-based operator.

Commercial, Marketing and Sales:

Sheba re-branded its operation under the trade name “Banglalink” shortly after it was acquired by OTH. Banglalink provides its subscribers with basic voice services, messaging services and value-added services. Banglalink offers a prepaid and postpaid telephony service. Banglalink has entered into international roaming agreements with more than 250 operators. Banglalink provides customer support through a 24-hour a day, seven day a week call center.

Banglalink sells its mobile telecommunications services through indirect channels and Banglalink-owned shops. Banglalink has agreements with exclusive national distributors. In addition to this indirect channel, Banglalink owns and operates shops in major cities, which also act as a point of service and supports its customers.

Marketing Vision

“Banglalink understands people’s needs best and will create and deliver appropriate communication services to improve people’s life and make it easier”

All the Banglalink family members have one thing in common- a passion to serve. They want to go that extra mile, so that the customers can have the best possible service.

Banglalink believes that teamwork is their greatest asset. Useful contributions made by each individual bring them that much closer to their goals. The Banglalink family is made up of a group of passionate individuals, uniquely qualified from diverse disciplines but working towards their vision.

The biggest barrier today for people is the cost of handsets. Marketers at Banglalink are determined to strive to lower the total cost of owning a mobile. They are here to help make a difference in people’s lives by providing affordable and reliable connectivity solutions. They promise to strive to connect people and link their lives by listening to them and by understanding their needs. They also vow to help the customers speak their language

Present Coverage situation

Banglalink gives the highest importance on the quality of our coverage to ensure that our customers have the best experience while using our service. We are expanding our network very fast to cover all districts of Bangladesh by the end of 2005, but at the same time we are committed to maintain the quality of service where-ever we offer our service.

It is the process of developing and maintaining a strategic fit between the organization goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objective, designing a sound business portfolio and coodinating functional strategies.

As a growing company the strategic planning of Banglalink are made very carefully and tactfully analyzing various things in market

1. Definig Mission

Like other company Banglalink has a special mission through which it want to operate its activity and gain profit


“Now we speak in your language”

2.Setting objective and goals

Banglalink not only set objectives and goals are the whole company but also set goals for each department separately. The objectives are

· Number one telecom company in Bangladesh

· Have the largest coverage

· Have the greatest number of customer

How Banglalink set goals depends on following factors

· Market demand

· Customer attitude

· Comparing with compititors

3. Business Portfolio:

The major activity of strategic planning is business portfolio. Banglalink design its portfolio by BCG matrix. It is method by which market share and growth rate of an unit or product are evaluated.

SBU analysis of Banglalink’s Package are given below—

Prepaid M2M…………………Stars

Post paid Upper Class………..Cash Cow

Prepaid Standard……………. Question Mark

Corporate Package……………Dogs

4. Planning Marketing

Banglalink Plans its marketing Operation and strategies in following way….

· Partnering with other company department

· Partnering with others in the marketing system

· Comparing with other company.

It is very important method for analyzing the present and future market condition of a company by the company’s Strength, weakness, opportunities, threats. It is the tool by which we can take an overall assumption about a company’s performance. SWOT stands for

S = Strengths

W = Weakness

O = Opportunities

T = Threats

The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. Information about the <href=”#SWOT analysis inventors, origins and history of SWOT analysis”>origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. You can also use <href=”#swot exercise team building games”>SWOT analysis exercises for team building games. See also PEST analysis, which measures a business’s market and potential according to external factors; Political, Economic, Social and Technological. It is often helpful to complete a PEST analysis prior to a SWOT analysis. See also Porter’s Five Forces model, which is used to analyse competitive position.

Here is a free SWOT analysis template worksheet (in MSWord). And the same free SWOT analysis tool in pdf format.

A SWOT analysis measures a business unit, a proposition or idea; a PEST analysis measures a market.

A SWOT analysis is a subjective assessment of data which is organized by the SWOT format into a logical order that helps understanding, presentation, discussion and decision-making. The four dimensions are a useful extension of a basic two heading list of pro’s and con’s (<href=”#pro’s and con’s list decision-making template example”>free pro’s and con’s template here).

SWOT analysis can be used for all sorts of decision-making, and the SWOT template enables proactive thinking, rather than relying on habitual or instinctive reactions.

The SWOT analysis template is normally presented as a grid, comprising four sections, one for each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. The free SWOT template below includes sample questions, whose answers are inserted into the relevant section of the SWOT grid. The questions are examples, or discussion points, and obviously can be altered depending on the subject of the SWOT analysis. Note that many of the SWOT questions are also talking points for other headings – use them as you find most helpful, and make up your own to suit the issue being analysed. It is important to clearly identify the subject of a SWOT analysis, because a SWOT analysis is a perspective of one thing, be it a company, a product, a proposition, and idea, a method, or option, etc.

Here are some examples of what a SWOT analysis can be used to assess:

  • a company (its position in the market, commercial viability, etc)
  • a method of sales distribution
  • a product or brand
  • a business idea
  • a strategic option, such as entering a new market or launching a new product
  • a opportunity to make an acquisition
  • a potential partnership
  • changing a supplier
  • outsourcing a service, activity or resource
  • an investment opportunity

Be sure to describe the subject for the SWOT analysis clearly so that people contributing to the analysis, and those seeing the finished SWOT analysis, properly understand the purpose of the SWOT assessment and implications.

SWOT analysis of Banglalink

Now we are going to perform the SOWT analysis of Banglalink. As a business organization Banglalink has separate Strength, Weakness, Opportunities and Threats for the future.


Banglalink has some separate strength by which it is rapidly increasing its market share and attracting customer.

· Low call rate

· Aggressiveness

· Large network coverage

· Large investment

· Low sim rate

· Good number of media partner


It also has some weakness by which its performance is being greatly hampered.

· Newly established

· Small number of customer

· No brand reputation

· Bad reputation ‘Sheba”

· Inexperienced

· Need more sales people


Banglalink is not in good position comparing with other telecom Organization yet.But still it has various opportunities .Proper utilization of these opportunities can make them number one telecom organization in Bangladesh.

· Good amount of reinvestment

· Good support from mother company

· High technological networking system

· Large number of cutomer

· Could develop new product

· Profit margin will be good

· Could seek best supplier deals


There also some future threats for Banglalink, which can kick off Banglalink from operations. So Banglalink should tactfully overcome these threats

· Existing competitor

· Increase of sim tax

· Legislation could impact.

· Environmental effects would favour larger competitors.

· Existing core business distribution risk.

Target Marketing

It’s important to remember that the focus of marketing is people. If you’re concentrating your efforts on your product or profit only, you’ll miss the mark. The term target market is used because that market – that group of people – is the bull’s eye at which you aim all your marketing efforts.

So, don’t forget that a market is people – people with common characteristics that set them apart as a group. The more statistics you have about a target market, the more precisely you can develop your strategy. The table below shows some examples of market segments (or groups).

Type of Market Segment Shared Group Characteristics
Demographic Segment Measurable statistics such as age, income, occupation, etc.
Psychographic Segment Lifestyle preferences such as music lovers, city or urban dwellers, etc.
Use-based Segment Frequency of usage such as recreational drinking, traveling, etc.
Benefit Segment Desire to obtain the same product benefits such as luxury, thriftiness, comfort from food, etc.
Geographic Segment Location such as home address, business address, etc.

Here are examples of target segments that can be created using the above table:

  • Women business owners between the ages of 25 and 60 earning more than $25,000 annually form a demographic segment.
  • People who drive compact cars due to their fuel efficiency form a benefit segment.

Market Segmentation

The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are “most likely” to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.

Category of Need

The first thing you can establish is a category of need that your offering satisfies. The following classifications may help.

For businesses:

  • Strategic – your offering is in some way important to the enterprise mission, objectives and operational oversight. For example, a service that helped evaluate capital investment opportunities would fall into this domain of influence. The purchase decision for this category of offering will be made by the prospect’s top level executive management.
  • Operations – your offering affects the general operating policies and procedures. Examples might be, an employee insurance plan or a corporate wide communications system. This purchase decision will be made by the prospect’s top level operations management.
  • Functional – your offering deals with a specific function within the enterprise such as data processing, accounting, human resources, plant maintenance, engineering design, manufacturing, inventory control, etc. This is the most likely domain for a product or service, but you must recognize that the other domains may also get involved if the purchase of the product or service becomes a high profile decision. This purchase decision will be made by the prospect’s functional management.

For the individual consumer:

  • Social Esteem or Pleasure – your offering satisfies a purely emotional need in the consumer. Examples are a mink coat or a diamond ring. There are some products that are on the boundary between this category and the Functional category such as a Rolex watch (a Timex would satisfy the functional requirement and probably keep time just as well).
  • Functional – your offering meets a functional requirement of the consumer such as a broom, breakfast cereal or lawnmower.

The Six System Diagnostic Model derives its name from the fact it provides for the analysis of six (6) key external and internal business systems or factors as part of the strategic planning process. Following the analysis, you will be able to identify the challenges and corresponding issues they pose to your your organizations key products and services. You will then develop the corresponding strategies to address those challenges.


General Environment

(Government; Economy; Socio-Demography; Technology)














Competitors VI


The external factors you will be analysing for each key product or service consist of the:

Market Segmentation of Banglalink

1. Basis for Segmentation

Banglalink deals in an oligopoly market structure. Here the mobile companies have little or no difference in commodities they sell. Therefore the packaging and marketing positioning plays a vital role in business success.

Banglalink has segmented its market by using multiple bases. It has primarily done that on the basis of demographic aspect. The key factors here are:

· Gender

· Income

· Occupation

Banglalink then went for Behavioral segmentation, based on:

· User status

· User rate

· Loyalty

2. Developing Segment Profile

After identifying the potential segmentation Banglalink has designed the following segmentation based on user rate and status:

§ Those, who have limited income and use mobile less frequently

§ Those, who are professionals or business men or use mobile more frequently

§ Those, who have to talk for longer time, but also want to check the bill in control

For demographic segmentation Banglalink has identified the following segments:

§ Women

§ Business Class

§ Students and limited income class

Further it has identified 3 different classes of users within these segments:

§ Those, who need Mobile to Mobile connection only

§ Those, who need Mobile to Mobile as well as T & T connection

§ Those, who need Mobile to Mobile, and T & T connection with ISD and NWD facilities.

Market Positioning

Falling in love! As entrepreneurs, we do it every day. Our passionate belief in, and commitment to, our product (or service) makes all things seem possible. The most successful entrepreneurs learn to transform their passion into position.

Positioning is a perceptual location. It’s where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers.

As individuals, we continually position ourselves. The responsible older sibling, the class clown, a number cruncher, a super genius are all examples of positioning. These identifiers help us define ourselves and distinguish our abilities as unique and different from other people.

Positioning is a powerful tool that allows you to create an image. And image is the outward representation of being who you want to be, doing what you want to do, and having what you want to have. Positioning yourself can lead to personal fulfillment. Being positioned by someone else restricts your choices and limits your opportunities.

That’s why it’s so important for entrepreneurs to transform their passion into a market position. If you don’t define your product or service, a competitor will do it for you. Your position in the market place evolves from the defining characteristics of your product. The primary elements of positioning are:

Pricing. Is your product a luxury item, somewhere in the middle, or cheap, cheap, cheap.

Quality. Total quality is a much used and abused phrase. But is your product well produced? What controls are in place to assure consistency? Do you back your quality claim with customer-friendly guarantees, warranties, and return policies?

Service. Do you offer the added value of customer service and support? Is your product customized and personalized?

Distribution. How do customers obtain your product? The channel or distribution is part of positioning.

Packaging. Packaging makes a strong statement. Make sure it’s delivering the message you intend.

Positioning is your competitive strategy. What’s the one thing you do best? What’s unique about your product or service? Identify your strongest strength and use it to position your product.

Market Positioning of Banglalink

Banglalink deals in service industry. It adopted more for less positioning strategy. The positioning of mobile companies is mostly determined by network service and coverage. The products of Banglalink have network mobility feature which helps a subscriber to move around where Banglalink has its coverage. Then come the features of the products and value additions to achieve comparative advantage in market competition.


Banglalink wants to expand its network all through Bangladesh. The more mobile companies expand their coverage and maintain quality, the better the products acquire position in the market. Banglalink gives the highest importance on the quality of the coverage to ensure that the customers have the best experience while using the service. It is expanding its network very fast to cover all districts of Bangladesh by the end of 2006, but at the same time it is committed to maintain the quality of service where-ever it offers the service.

Position for Competitive Advantage:

Banglalink decide to occupy 1st position in the selected segment. It is trying to implant brand unique benefit and differentiation in the mind of consumers It is maintaining competitive advantage over its competitors in following areas….

  • Low sim price
  • Low call rate
  • Bonus talk time
  • Free sms
  • Arranging mobile fair and give special offers

Ways of differentiating Offer:

  • Product differentiation: Little variation and highly differentiated
  • Product attributes: high performance, Changeable, low call rate
  • People differentiation: Hiring trained people, professional and friendly customer
  • Image: Symbols, logos, packages, sings, advertising

Market POSITIONING OF Banglalink Pre-Paid

Key Features:

§ No monthly subscription fee

§ One country one rate

§ 90 days grace period on scratch card

§ Subscribers of pre-paid regular tariff can now migrate to other pre-paid packages i.e. ladies, first! Or be linked! and can enjoy lower tariff by sending an SMS to 210 or calling 121 or just by visiting Banglalink Care Center.

§ No extra incoming call charges during national roaming

Product Mix:

Banglalink is offering the customers the following Pre-Paid products to suit their connectivity needs:

§ Orange

§ Ladies first!

Packages of Banglalink:

Prepaid postpaid

Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you the freedom to use your mobile within your budget. It is an excellent way to speak your language.

The products, banglalink Prepaid has network mobility feature which helps a subscriber to move around where banglalink has its coverage.

Know our current banglalink Pre Paid Package Here
Key Feature of banglalink Pre-Paid

  • No monthly subscription fee
  • One country one rate
  • 30 days extra incoming facility once the validity is over and then 90 days grace period on scratch card and e-fill (applicable for those customers who recharged account before February 23rd 2007)
  • Lifetime validity applies for all the prepaid customers who recharged after February 23rd 2007

banglalink is offering you the following Prepaid products to suit your connectivity needs:

Pre-Paid M2M

  • Connection price Tk.150 with Tk.120 free talk time
  • Mobile-to-Mobile incoming and outgoing.
  • No monthly fixed charges
  • Mobile-to-Mobile incoming free
  • Tk.50 with 6 days, Tk. 150 with 75 days, Tk. 300 with 181 days and Tk. 600 with 366 days validity.

Pre-Paid Standard

  • Connection price Tk.199 with Tk.120 free talk time
  • Mobile-to-Mobile, T&T and ISD facilities.
  • No monthly fixed charges
  • BTTB incoming free
  • Tk.50 with 6 days, Tk. 150 with 75 days , Tk. 300 with 181 days and Tk. 600 with 366 days validity.

Document needed to subscribe to banglalink Prepaid Package:

  • Two copies of Passport size photographs
  • Also copy of Passport / photo ID/ driving license /gun license/ commissioner certificate

Banglalink Pre-Paid connection includes a Starter kit with SIM card. Documents you need to preserve carefully for future reference:

  • Subscription form (Subscriber’s Copy)
  • Money Receipt

Tariff Plan:

Desh tariff:

desh” tariff plan
9am to 5pm*
banglalink to banglalink Tk. 1.15/min
banglalink to Others Tk. 1.15/min
Peak (9 am to 12 am)
banglalink to banglalink Tk. 1.96/min
banglalink to Others Tk. 1.96/min
Off Peak (12 am to 9 am)
banglalink to banglalink 29 paisa/min
banglalink to any mobile 99 paisa/min
FRIENDS & FAMILY (3 Numbers)
banglalink to banglalink Tk. 0.79/min
banglalink to any mobile Tk. 1.25/min
banglalink to banglalink Tk.0.75/SMS
banglalink to Others Tk.0.75/SMS
? Cricket

? News

? Joke


* Promotional offer for banglalink desh until further notice

Calls to BTTB:

? BTTB charge will be added for standard

Ladies, first tariff:

Peak (7am-11pm)
banglalink to banglalink Tk. 1.79/min
banglalink to other mobile operators Tk. 2.00/min
Off peak (11pm-7am)
banglalink to banglalink Tk. 0.29/min

(from 11pm-12am Tk.0.89/min)

banglalink to any mobile Tk. 0.89/min
banglalink to banglalink Tk. 0.79/min
banglalink to banglalink Tk. 0.49/SMS
banglalink to others Tk.1.00/SMS
Ladies first! 616
? Horoscope

? Beauty Tips

? Cooking Tips

? Health Tips

? Home Management Tips

? Child Care Tips

? Cinema & Drama Schedule

? First Aid


Calls to BTTB:

? BTTB charge will be added for standard

Regular Prepaid Tariff:


  • All banglalink regular customers will enjoy this offer.
  • Free minutes will be added to your account within 24 hours and be valid for 30 days.
  • Banglalink tariff is the lowest and same all the time same.

– 30 sec. pulse from 7:00 am – 11:00 pm

– 15 sec. pulse from 11:00 pm – 7:00 am

– Incoming Mobile to Mobile FREE

Pre-Paid M2M

§ Mobile-to-Mobile incoming and outgoing.

§ Incoming free

§ Tk. 20 talk time free

Pre-Paid M2M Plus

§ Tk. 20 talk time free.

§ Mobile to mobile (incoming and outgoing) facility

§ T&T incoming facility

§ T&T incoming rate: 1st minute free and Tk.1.00/30 second in peak and Tk.0.50/15 second in off peak hour.

Pre-Paid Standard

§ Mobile-to-Mobile, T&T facilities and NWD and ISD facilities

§ Tk. 20 talk time free.

§ BTTB charge will be added for standard

Tariff Plan:

Package Name: Banglalink Standard

Time Band Peak-Hour

8:00 AM~8:00 PM

Off Peak Hour

8:00 PM~11:00 PM

Late Night Hour

11:00 PM~8:00 AM

Outgoing Calls
Banglaink ~ Banglalink Tk. 2.00 1st 30 sec. then Tk. 1.00 / 15 sec. Tk. 1.50 1st 30 sec. then Tk. 0.75 / 15 Sec. Tk. 0.50 1st 30 sec. then Tk. 0.25 / 15 sec.
Banglalink ~ Other Tk. 2.00 1st 30 sec. then Tk. 1.00 / 15 sec. Tk. 1.50 1st 30 sec. then Tk. 0.75 / 15 Sec. Tk. 0.75 1st 30 \sSec. then Tk. 0.38 / 15 sec.
Incoming Calls
Mobile Free Free Free
T&T 1st minute free then Tk. 1.00 per subsequent 30 Sec. 1st minute free then Tk. 1.00 per subsequent 30 Sec. 1st minute free then Tk. 0.50 per subsequent 30
Monthly Subscription Fee: Tk. 350

For you convenience, you can recharge your account by using any of the following denominations

Enterprise personal packages

Banglalink constantly strives to provide you the best service at the most affordable price. You can now choose the appropriate package based on your need and usage pattern.

change of package name: All previous banglalink postpaid customers are now personal package 1 customers. Similarly, all banglalink postpaid 600 and 1200 customers are now personal package 2 customers and banglalink call & control customers are now personal call & control customers.

benefits of personal packages:

  • Standard postpaid package with T&T Local, NWD, ISD and E-ISD connectivity)
  • 1 second pulse
  • Lowest call charges
  • FnF to any mobile operator with a very low tariff
  • Up to 15% monthly loyalty discount on airtime
  • All incoming calls including T&T are absolutely FREE
  • economy ISD call charges (012) to 55 countries
  • Low monthly line rent
  • Hassle free bill payment through i’ top up
  • GPRS and MMS service
  • International Roaming
  • International SMS
  • Tk.100 FREE talk-time for new connections
  • Smart services like Amar Tune, Power Menu, Missed Call Alert, News Alert, Yellow Pages, and many more
  • Basic GSM services (call conferencing, call waiting, caller ID, call divert/forward, call hold, call barring, etc)

You can choose from the following three personal packages based on your need and usage pattern:

personal package 1

? Provides you the lowest call rates

? Duplicating mobile number facility

personal package 2

? Minimum monthly bill of Tk.1,000 at the lowest call rates

? Monthly 150 FREE News SMS

? FREE itemized bill

? FREE golden number upon availability

? Duplicating mobile number facility

personal call & control

? Usage through recharging scratch card/i’top up

? Lowest monthly fees

? Helps you keep your usage within your control

Call charges:

personal package 1 personal package 2 personal call & control
Monthly line rent/Minimum monthly bill* 100 1,000* 50
Outgoing call (BL-BL)

00:00 to 9:00 hrs**

08:00 to 23:00 hrs

23:00 to 08:00 hrs








Outgoing call (BL-others)

08:00 to 23:00 hrs

23:00 to 08:00 hrs





1.50/minNumber of FnF453

FnF: 24 hrs

BL to BL

BL to other mobiles

00:00 to 9:00 hrs BL to BL**










BL to BL

BL to others

1 second


30/30/151 second

1 second1 second



BL to BL

BL to others

BL to international









* Your minimum monthly bill has to be Tk.1,000, excluding VAT. If the bill is not Tk.1,000, then the difference amount will be charged as monthly line rent. For existing banglalink postpaid 600 and 1200 package customers, minimum monthly bill will be applicable from May 2007 bills.

** Promotional offer for BL to BL calls including BL to BL FnF calls from 00:00 hrs. to 9:00 hrs. until further notice.

? FnF number can be any mobile number of BL or other mobile operators

? All prices are in BDT and VAT exclusive

? Conditions apply

Personal package customers* can enjoy loyalty discount every month based on monthly usage and length of stay with banglalink. This means the longer you have been with banglalink the higher the discount you will receive.

The loyalty discount is our way of expressing gratitude toward you, because your loyalty means that banglalink is your preferred and trusted mobile operator.

This offer will be applicable for all existing and new customers from May 2007 and will be available until further notice.

You can enjoy the discount every month as mentioned in the following table:

Length of stay with banglalink Monthly outgoing voice calls

(Excluding T&T charge, Roaming & VAT)

Tk.401-1500 Tk.1501-3000 Tk.3001+
More than 2 years 10% 12% 15%
More than 1 year,

Less than 2 years

8% 10% 12%
Less than 1 year 7% 8% 10%



§ No inter-zonal call charges.

§ No extra incoming call charges during national roaming

§ Monthly line rent

§ Security money paid by the users

§ Subsidized tariff rate

§ No hassles of recharging scratch card

§ Bonus talk time

§ Facilities unique for post paid users

§ Itemized bill

§ Payment through ATM

§ Discount in monthly fee depending on usage

§ Using call & control a user can get the benefit of postpaid with the facility of limiting usage like prepaid service.

Product Mix:

§ Upper Class

§ CU

§ Call & Control


Standard (M2M+BTTB Local, NWD, ISD)

Standard (M2M+BTTB Local, NWD)

M2M (Mobile to Mobile)

Upper class:

Upper class is the new postpaid experience created by Banglalink for professionals. It is targeting the discerning customer, the customer that wants special attention, the customer that appreciates the little touches in life. It is much more than just a price plan – it is an overall different experience with different services designed to make life just that little bit easier… and yes, it also includes very competitive pricing.

Positioning Strategy:

· Special attention: The user will see purple carpets at selected banglalink sales outlets and most banglalink customer care centers. Also all upper class customers can access a dedicated hotline (100) with specially trained service representatives.

The representatives help with configuring the user’s handset to suit his way of using it, help copying the numbers from his old handset or old SIM and setting up his personal assistant with his greeting and explaining how to make it work best for him.

· Golden numbers: ie. special numbers with certain number combinations that the customer like, or customized numbers, ie. numbers that resemble his existing mobile number and all that changes is the pre-fix. Supply is limited.

· Call back service (a world exclusive): The customers just send an SMS with the text “Call back” to 120 and upper class customer care representatives call them back rather than they holding the line. It is a delightful service that works 24 hours, seven days a week.

· Easy bill inquiry: The user just has to send an SMS with the text “Bill” to 121 and almost instantly he gets his details for his outstanding bill and the unbilled amount to date.

· International Roaming: The customer can be reached on his number in 110 countries, 250 operators.

Payment of Bill:

Banglalink provides their upper class customers with a facility which is faster, more convenient and helpful. No need to stand in long, never ending bank queues. Now the customer can pay banglalink post-paid bill through ATM machines within minutes.

Subscription Model:

All of the above can be had with two different subscriptions models:

· Bundled Minutes Package:

Here the user pays one monthly package price and he gets a certain amount of minutes all inclusive. It offers tailor made bundles of 200 minutes, 350 minutes or 600 minutes, where the customer can change his bundles according to his needs and the pricing per minute is is as low as Tk. 2.25.

· Discounts on Monthly Fees Package:

The customer pays a monthly subscription fee and pays for the number of minutes at the end of the month. It increases automatically with usage, ie. when he calls more than Tk. 1400 a month, his monthly fee goes down by 50% and if he call more than Tk. 1900 he does not pay any monthly fee. A bit like getting an upgrade to first class without asking!

Tariff Plan

Monthly Fees

Airtime Usage (per Month) % Discount on Monthly Fees Monthly fees After discount


<Tk.1400 0% 150 200 250
Tk. 1400-1900 50% 75 100 125
>1900 100% 0 0 0

Package Price without handset

Package Name Package Price Credit Limit
M2M 1500 500
M2M plus 1500 500
Standard (NWD) 2500 1500
Standard (ISD) 4400 2500

Commercial User:

It is the professional package custom made for businessmen. Businessmen always aim at profit maximization. With a vision to assist them in communication Banglalink has come up with two new versions in Commercial Users category:

§ CU Package

§ CU Call & Control

CU Package-Market Positioning Strategy:

· Cheapest call rate: at 2.00/min

· Itemized billing system

· Free daily SMS to inform bill payable

· Credit Limit: Tk. 3500

· Package Price: Tk.9999 [including Tk. 3500 as security deposit]

· Call facility: M2M, T &T, local, NWD & ISD

· Minimum bill payable Tk. 3000 [excluding VAT] for line rent at Tk. 250 and minimum user bill at Tk. 2750

· Provision of increase in credit limit by depositing excess security

· Customers to be notified through SMS for critical credit limit of 75%

· 30 second pulse for outgoing calls


Customer Care Center (CCC)

Be served with a smile

Banglalink Customer Care Center with a trained team strives to guarantee customer -oriented service aiming to satisfy the subscribers with proactive attitude and efficient solution. Our Customer Care Representative will serve you with pleasure on the following issue.

  • Subscribing a New Connection
  • SIM Replacement
  • Transfer Of Ownership
  • Individual
  • Corporate
  • Reconnection
  • Change of Address
  • Change of Number
  • Billing Information Inquiry
  • Itemized bill
  • Bill payment Through credit card
  • Package Migration
  • SIM is Lost
  • Re-Registration
  • Call Barring From Handset
  • Reach To Customer Service Center

Value Added Services OF Banglalink

  • i’info
  • Namaz Alert
  • i’Cook
  • Payment through ATM
  • Song Dedication
  • i’top-up
  • Ring Tones
  • News Service
  • Yellow Pages
  • i’bubble
  • SMS (Text, Quotes & Jokes …)
  • Conference Call
  • Logos
  • SMS email
  • SMS adda
  • Picture Messages
  • International SMS
  • Instant Recharge
  • Others

Promotional Activities

To achieve distinctive position in the present and potential subscribers’ mind Banglalink has taken on diversified promotional activities, ranging from television advertisements to billboards, from special festival offer to public transport sponsorships.

Banglalink has classified its promotional activities into two lines:

I. ATL (Above the Line)

II. BTL (Below the Line)

Above the Line:

ATL activities include billboard promotion, newspaper & TV advertisement, event sponsorship, bus and event based packages. These promotions are described below-


Billboards are visual media used for promotion and are found passing through a major roads. These billboards of Banglalink generally include its call rates or charges. Billboards are very effective for attracting general customers.


Newspapers are the most powerful media to reach to the mass. Banglalink is now continuing its promotional activities in the renowned Bengali & English dailies. In the newspapers, Banglalink generally includes their latest packages and offers they are going to their customers.

TV advertisement

It seems to be the major promotional activities for banglalink. Various advertisements of banglalink can be seen now and then on the renowned TV channels showing positioning facilities, customer’s opinion about their service and network coverage.

For example the ‘ladies first’ sim advertisement shows women of all walk of life and the necessity of conversation by mobile for her and banglalink is providing minimum charge.

Event sponsorship

Banglalink is also promoting and trying to position its product in customers mind by sponsoring some special events. Some of the special events are following on which it has sponsored:

· The News headline on Channel – I

· The lighting in the roads of old airport during the SAARC summit

· IBA convocation and also gave B’link sims to all the students who have passed in the hope that some of those connections will be used by them

· The AFC challenge cup,2006 held in Dhaka and Chittagong on April 1-16 along with Bata and Partex Beverage


Banglalink also sponsored in communication system. For example Banglalink sponsors in Rajdhani Express Super Bus. That is the reason Banglalink logo is painted all over in this bus.

Event based package

In different occasions Banglalink goes for its promotional activities in different university campus. Recently B’link offered a Baishakhi offer in the Business Faculty of Dhaka University. Here they sold the sims at low rate with some extra facilities.


With an aspiring enterprise mission, objective and operational oversight, Banglalink can acquire a domain of influence. At the same time, it has to maintain some general operating policies and procedures like- employee insurance plan or a corporate wide communications system.

The positioning of mobile companies is mostly determined by network service and coverage. Then it needs to develop the features of the products and value additions to achieve comparative advantage in market competition. The more mobile companies expand their coverage and maintain quality, the better the products acquire position in the market. Banglalink gives the highest importance on the quality of the coverage to ensure that the customers have the best experience while using the service.


Content of Marketing Plan

There are many formats for marketing plans and every company does it a little differently, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan.

  1. Title page
  2. Executive Summary
  3. Current Situation – Macro environment
    • economy
    • legal
    • government
    • technology
    • ecological
    • socio cultural
    • supply chain
  1. Current Situation – Market Analysis
  1. Current Situation – Consumer Analysis
    • nature of the buying decision
    • participants
    • demographics
    • psychographics
    • buyer motivation and expectations
    • loyalty segments
  2. Current Situation – Internal
    • company resources
      • financial
      • people
      • time
      • skills
    • objectives
      • mission statement and vision statement
      • corporate objectives
      • financial objective
      • marketing objectives
      • long term objectives
    • corporate culture
  3. Summary of Situation Analysis
  4. Disclaimer:

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