UNIVERSITY OF INFORMATION TECHNOLOGY & SCIENCES (UITS)

Term paper on 7PS practice in GrameenPhone Ltd

Course Title: Service Marketing Course code: MKT367

Submitted To: Nazia Nabi Lecturer of school of Business Faculty Member of (UITS ) University of Information Technology & Sciences

Submitted By:

Abul Asad Saimon Md.Al Hasan Shohag Sk Ashfaqur Rahman Md.Nazrul Islam Md.Shahadat Hossain Mezbaur Rahman Md.Nahid Ershad

08310125 09510395 08530014 08430015 09310010 09310143 09410172

Date of Submission: 28th April 2012 Letter of Transmittal

28th April 2011 Nazia Nabi Senior Lecture, School of Business University of Information Technology and Sciences Main Campus, Baridhara, Dhaka Subject: Request to accept the Term paper on 7PS practice in GrameenPhone Ltd.

Dear Madam, It is a great pleasure for us to submit our Term Paper on 7PS practice in GrameenPhone Ltd. We have prepared this paper as a partial fulfillment of the course Service marketing. We have learnt a lot while gathering the information to prepare this paper. In preparing this report, we have tried our level best and worked with most sincerity the information and make it as well structured as possible. We will be obliged, if you kindly accept this Term paper. We are ready to make you clear regarding any confusion or further clarification from this report.

Sincerely yours, On Behalf of the group

Abul Asad Saimon

Acknowledgement First of all, we would like to thank almighty Allah, who gave us the ability and strength to carry out this report. Then we would like to convey my gratitude to Nazia Nabi our course instructor, for instructing us to do this report in proper way. Compiling a Term paper is a rewarding task that requires both mental stamina and attention to detail. The varied nature of the matters dealt with has entitled references too many sources, starting from books, Internet and to all of these we gladly acknowledge our indebt for the ideas and information they have provided. We are also very grateful to our families who always give us constant support and encouragement. Not to mention our friends who also inspired and helped us to finish our work.

Executive Summary

Grameenphone is the leading telecommunications service provider in the country with more than 16 million subscribers as of December 2007. Grameenphone has been recognized for building a quality network with the widest coverage across the country while offering innovative products and services and committed after-sales service. Grameen phone has always been a pioneer in introducing new products and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launch edits services in March 1997.The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an international standard mobile phone operation in Bangladesh. Being one of the pioneers in developing the GSM service in Europe, Telenor has also helped to transfer this knowledge to the local employees over the years. In this term paper we are applied on practice of 7ps in Grameenphone and how to use this.

Table of Content
Topic GrameenPhone Profile Practices 7PS of GrameenPhone Conclusion Reference Page 01 02-06 07 08

GrameenPhone Profile

GrameenPhone is a dynamic and leading countrywide GSM communication solutions provider. It is a joint venture company between Telenor and Grameen. Grameenphone Ltd., the largest telecommunications service provider in Bangladesh, received its operating license in November 1996 and started its service from March 26, 1997. Now, after 13years of successful operations, Grameenphone is the largest mobile phone service provider in Bangladesh, with more than 28 million subscribers as of November 2008. In this research, we want to know the customer perception, satisfaction of the service quality of Grameenphone.

Practices 7PS of GrameenPhone Product: Products in GrameenPhone (attractive, stronger). People say that a good product will sell on its own, and, in my humble opinion, it's very true. Our product is really great and benefits our clients; they'll spread the good news. They'll tell their friends and family. They'll even tell total strangers. They'll be very excited to share our brand and name with others. GrameenPhone tries to provide largest technology for the customer. Grameenphone Ltd. Provided various types of products for customer.
SIM Modem Mobile Handsets Service

Use ability: Any Kind of people of Bangladesh (accept under 18) and Foreign who has the legal right to live in Bangladesh. Usefulness: People are easily contact to others GP user as well as different user within (02) two second by using GrameenPhone. Solves pain: Customers are highly valuable for us, GrameenPhone always tried to give them better customer service & reduce their product pain. Value: GrameenPhone is the largest Tele-communication service provider in Bangladesh. Customer is always valuable for us. The GrameenPhone market share in telecommunications approximately 35% in Bangladesh.

Quality: The quality of GrameenPhone is the best. GrameenPhone always tried to provide the service in all area, not only metropolitan & urban area but also rural area. Brand: GrameenPhone has super brand image in Bangladesh. Warranty: GrameenPhone warranty as like SIM replacement, Internet Modem servicing, Handset servicing etc.

Price: Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organization. The remaining 3ps are the variable cost for the organization. It costs to produce and design a product, it costs to distribute a product and costs to promote it. Price must support these elements of the mix. Pricing is difficult and must reflect supply and demand relationship. Pricing a product too high or too low could mean a loss of sales for the organization. GrameenPhone price are always convenience to customer. The provide discount for customer by using the product and service. Off net (GP to others Operator) : 1.49 BDT On net (GP to GP) : 12:00HRS to 08:00 HRS 0.49 BDT 08:00HRS to 23:59HRS 1.49 BDT Internet package : 0e .02/1kb (Pay per usage) Internet package : 1 GB per month @ BDT 300+VAT Internet package : 15MB @ BDT 29 (+VAT). Internet package : 99MB @ BDT 99 (+VAT).

Promotion: A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional mix strategy can consist of: GrameenPhone apply varies types of Promotion to increasing their sales contributions
Advertising Public Relations Sales Promotion Personal Selling

 Direct Mail Internet Marketing Sponsorship

GrameenPhone varies types of promotion for the customer. Such as 1 rate (Its flat rate) and Business solution (on hiring discount), star-subscription by one and get one. Advertising through on Radio, television, and newspaper and Internet. Special offer: Grameen Phone give special offer in varies occasion, such a day, as Pholea Boishak, Independent day and Victory day. Gift: The GrameenPhone customer get gift by GP offer. Cost plus: Grameenphone try to minimize e the cost and giving the best afford about the cost.

Grameenphone Ltd. varies types of Offer through promotion for the Customer.
Smile Djuice Business Salutation Apon Bondhu Sohoj My Zone

Place: GrameenPhone has the largest customer service in Bangladesh. The customer service center in all commercial and important area as well as rural area in over the country. The GrameenPhones customer service center in Bangladesh are more than 500.GrameenPhone manage Retail, Wholesale, Whole-sale as well as Internet services from any Customer Services Center in over the country.

People: An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential

if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, attitude, and service knowledge to provide the service that consumers are paying for. Many British organizations aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards. People make or break any marketing campaign. After all, no matter what it may seem like to us, we're marketing to people and they take out their wallets to buy your products or services. Many people simply forget this. Don't be one of them.

Peoples of GremeenPhone are two types Employee- Training, Recruitment, Customer.

Training: Usually the first three months act as the probationary period for the fresh recruit. This also acts as the training period for the employee. In these 3 months, the employee is usually not allowed to work in any real life projects and based on the level of expertise they are induced to the real life projects. In these 3 months, the employee is tested indirectly and monitored and his/her caliber judged and hence the management takes the decision of where to place him. Recruitment: The recruitment practice is done mainly on two standard procedure of recruitment. They usually carry out in-house recruitment and/or post online job ad posting. They usually recruit fresh graduates and allow them to grow in the company. Applications received are carefully filtered and usually call a handful of candidates for the post. Customer: The Customers are in the mainstream of sales oriented services. The success of such companies largely depends on the satisfaction of the customers .The buyers are happy if the product and/or the services meet their expectations. If their requirements do not meet the expectations the buyers become discontented, they are delighted when the performance fulfils their requirements.

Process: Refers to the systems used to assist the organization in delivering the service. Imagine you walk into GP outlet and you buy a SIM/Handset/Internet Modem and you get it delivered within 5

minutes. What was the process that allowed you to obtain an efficient service delivery? GrameenPhone that send out SIM/Internet Modem/Handset automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces SIM/Handset/Internet Modem will foster consumer loyalty and confidence in the company.

GrameenPhone process is simply service delivery to customer. They try to full fulfill the demand in customer.
Service delivery: Service delivery in GrameenPhone is response to customer. If any problem face to customer then the immediately response to customer. Complaints: If customer are not satisfied to current service then the complied to Grameen phone customer service center and the authorize person try to solve this problem.

Response Time: When customer complain on customer service center on approximately how much time to solve the problem.

Physical evidence: Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service. Physical evidence is employee in GrameenPhone who are services in GrameenPhone Customer care. Customer Executive gives to customer as per their need. GremeenPhone provide services to customers as per user stories and some rules & regulation in service to customer which is as like office promises to customer.

Conclusion Grameen phone has been recognized for building a quality network with the widest coverage across the country while offering innovative products and services and committed after-sales service.Grameen phone has always been a pioneer in introducing new products and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an international standard mobile phone operation in Bangladesh. Being one of the pioneers in developing the GSM service in Europe, Telenor has also helped to transfer this knowledge to the local employees over the years. GrameenPhone has using on 7ps the successful to build a superior image in comparison to the other operators. In other words, GP has a clear advantage over the competitors for special the special benefit. For this reason GrameenPhone has the leading mobile company in Bangladesh. Reference: http://www.grameenphone.com/ http://www.learnmarketing.net/servicemarketingmix.htm http://www.marketing91.com/service-marketing-mix/