Company
Overview: Banglalink is one of the well known
mobile operators in Bangladesh. They started their operation back in 2005 and
is entirely owned by Telecom Ventures Limited. Their main headquarter is
located in Gulshan area, which they have named as ‘Tiger’s Den’. Their access
code is ‘019’ for both the prepaid and postpaid packages which they offer. Currently Banglalink is serving around 3
million customers, which has made it possible for them to grab the second
position in the market. Their current slogan is “Start Something New”.
Promotional
Activities
ü Advertisement:
Banglalink carries out both ‘Above the
Line’ and ‘Below the Line’ methods
when it comes to promotion.
v Relationship Marketing
–
Ø Mass Customization:
Banglalink targets the whole population of Bangladesh, they want to make their
service available at each and every corners in Bangladesh.
Ø One –
to- One Marketing: Banglalink has
special packages offer for specific customers, for example: Inspire, Icon.
Ø Permission Marketing:
Special offers or any news update regarding their services are send to their
segmented (icon, inspire) customers every now and them.
v Experiential Marketing
– Banglalink focuses on ‘Sense’, ‘Act’ and ‘Think’ marketing, through the
various advertisements, billboard ads and social activities for a group of
specific customers.
v Advertising Appeal –
Ø Emotional Appeal:
·
Love:
Advertisements focuses on sharing a high level intimacy of love and friendship
between people.
·
Joy, Excitement and Happiness:
Targets the young generation and therefore makes the advertisements more energetic
and ecstatic.
Ø Informational
Appeal: Gives detailed
information about specific packages and offers.
Ø Festival: Provides special program/offers during
occasions. e.g – Eid, Pahela Baishakh, Victory Day
v Execution
Style -
Ø Comparison: Establishing
a feeling of superiority, so that customers feel they are doing better than
their competitors.
Ø Slice
of Life: Helps to reduce
communication problems and brings people closer and keep them connected.
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Ø Humor: Uses fun to encourage and involve more in using
their service.
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Ø Factual: List out the details of packages
Ø Testimonial: Generate a strong feeling towards the brand
by using celebrities.
ü Support
Media: Banglalink uses billboard, print ads, outdoor
furniture and guerilla marketing techniques.
A link has been provided below, when
Banglalink did a flashmob in New Market area 3 years ago.
ü Sales
Promotion: Banglalink is highly
involved in event sponsorship programs. E.g – Jatio Nouka Baich Protijogita, Concerts,
Distributing water during Ramzan.. Maintain a good relation with retailers, so
that availability of their sim card increases.
ü Internet Marketing:
v Social Media - Active facebook page, own website.
v Search Engine Marketing - promotes their website through more visibility
in search in result pages
v Viral Marketing - Post videos in you tubes.
ü Mobile Marketing: Send text messages to all of their customers
, makes voice calls to promote different offers.
ü Public Relation and Publicity: Organizes press conferences during crucial
events and engages in social activities. e.g – distributing school bags amongst
poor children, 3G launch press conference, Jagoroner Gaan.
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Leveraging Activities
ü Celebrity Spokesperson: Sakib Al Hasan has been used as the brand
ambassador for Banglalink
ü Events: Organizes and takes part in many social events. e.g – Pahela
Baishakh, Victory day concerts.
Referencing
ü Banglalink. (2015). About Banglalink. Retrieved
from: http://www.banglalink.com.bd/en/about-us/about-banglalink/
ü Banglalink Falsh Mob. (2013, January 12)
[Video File] Retrieved from: https://www.youtube.com/watch?v=BpxSV05MwQk
ü Rashid Ahmed Khan (personal communication,
April 14). Icon Manager
