Page 1
Executive summary
Grameenphone Ltd is largest telecommunications service provider in Bangladesh
Grammenphone company report provides are some extent overview of the companyrsquos affairs
The Grammenphone report contains the companyrsquos profile and information about the companyrsquos
vision mission values and existing services and existing tangible products it also carries
according to five servqual dimension survey pie chart and their recommendation In this report
also contains GPrsquos new offer for their existing customer a service upgrade and its blueprint
1
Table of contents
Serial Number Topic name Page Number
1 Introduction 3
2 Grameenphone Existing Services 4-5
3 The key service dimension 6-10
4 New service Development (Industry analysis
Competitive advantage Target market)
10-11
5 Business strategy development or review 12
6 New service strategy development 13
7 Service concept development 14
8 Business analysis 15
9 Service development and testing 16
10 Market testing commercialization 17
11 Conclusion 17
12 References 18
Introduction
2
Grameenphone Ltd is largest telecommunications service provider in Bangladesh received its
operating license in November 1996 and started its operations from March 26 1997 the
Independence Day of Bangladesh
After almost 19 years of operation Grameenphone has over 5 core 15 lac 49 thousand
subscribers as of January 2015Grameenphone is now the leading telecommunications service
provider in Bangladesh Over the years Grameenphone 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 GP was also the first
operator to introduce the pre-paid service in September 1999 It established the first 24-hour Call
Center introduced value-added services such as VMS SMS fax and data transmission services
international roaming service WAP SMS-based push-pull services EDGE personal ring back
tone and many other products and services
From the very beginning Grameenphone placed emphasis on providing good after-sales services
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 Childrenrsquos
Education Support higher Education Support for employees in-house medical support and other
initiatives
Grameenphone service offered
3
Grameenphone also offers a youth based mobile to mobile connectivity within Bangladesh
named Djuice Grameenphone also offers postpaid mobile servicerdquo XploreXplore Legendrdquo
Postpaid is the name of its post paid service
4
Prepaid service
Amontron
Bondho Shohoj
Business solution prepaid
Business solution
Businessnishchinto
Amontron
Smile Apon
Bondho
Apon Smile
Nishchinto
Internet service Bill pay Mobile banking International Roaming
Other services
Payment amp Recharge Flexiload Scratch card Smartload Online rechargetop-up Postpaid
bill payment Private recharge Terminal based top-up
Ekhaneicom A service (formerly known as CellBaazar) to enable users sell or buy products
through mobile or internet and it is free to use for all Grameenphone customers
Various other services like Stock Information Instant Messaging SMS Based AlertsServices
Voice-based Services Downloads Music Cricket Updates Web SMS Mobile Backup Video
Calling Online Schooling etc
Grameenphone tangible devices
Handset
Internet modem
Wi- Fi Router
The key service dimensions
The five servqual dimensions according to GP are-
1 Reliability Ability to perform the promised service dependably and accurately
Reliability involves consistency of performance and dependability It means that the firm
5
EDGEGPRS35G Electricity
Gas
bKASH
Mobi cash
DBBL mobile banking
mcash
Roaming package
Tariff and coverage
Travel sure
IR form
Visiting Bangladesh
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 2
Table of contents
Serial Number Topic name Page Number
1 Introduction 3
2 Grameenphone Existing Services 4-5
3 The key service dimension 6-10
4 New service Development (Industry analysis
Competitive advantage Target market)
10-11
5 Business strategy development or review 12
6 New service strategy development 13
7 Service concept development 14
8 Business analysis 15
9 Service development and testing 16
10 Market testing commercialization 17
11 Conclusion 17
12 References 18
Introduction
2
Grameenphone Ltd is largest telecommunications service provider in Bangladesh received its
operating license in November 1996 and started its operations from March 26 1997 the
Independence Day of Bangladesh
After almost 19 years of operation Grameenphone has over 5 core 15 lac 49 thousand
subscribers as of January 2015Grameenphone is now the leading telecommunications service
provider in Bangladesh Over the years Grameenphone 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 GP was also the first
operator to introduce the pre-paid service in September 1999 It established the first 24-hour Call
Center introduced value-added services such as VMS SMS fax and data transmission services
international roaming service WAP SMS-based push-pull services EDGE personal ring back
tone and many other products and services
From the very beginning Grameenphone placed emphasis on providing good after-sales services
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 Childrenrsquos
Education Support higher Education Support for employees in-house medical support and other
initiatives
Grameenphone service offered
3
Grameenphone also offers a youth based mobile to mobile connectivity within Bangladesh
named Djuice Grameenphone also offers postpaid mobile servicerdquo XploreXplore Legendrdquo
Postpaid is the name of its post paid service
4
Prepaid service
Amontron
Bondho Shohoj
Business solution prepaid
Business solution
Businessnishchinto
Amontron
Smile Apon
Bondho
Apon Smile
Nishchinto
Internet service Bill pay Mobile banking International Roaming
Other services
Payment amp Recharge Flexiload Scratch card Smartload Online rechargetop-up Postpaid
bill payment Private recharge Terminal based top-up
Ekhaneicom A service (formerly known as CellBaazar) to enable users sell or buy products
through mobile or internet and it is free to use for all Grameenphone customers
Various other services like Stock Information Instant Messaging SMS Based AlertsServices
Voice-based Services Downloads Music Cricket Updates Web SMS Mobile Backup Video
Calling Online Schooling etc
Grameenphone tangible devices
Handset
Internet modem
Wi- Fi Router
The key service dimensions
The five servqual dimensions according to GP are-
1 Reliability Ability to perform the promised service dependably and accurately
Reliability involves consistency of performance and dependability It means that the firm
5
EDGEGPRS35G Electricity
Gas
bKASH
Mobi cash
DBBL mobile banking
mcash
Roaming package
Tariff and coverage
Travel sure
IR form
Visiting Bangladesh
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 3
Grameenphone Ltd is largest telecommunications service provider in Bangladesh received its
operating license in November 1996 and started its operations from March 26 1997 the
Independence Day of Bangladesh
After almost 19 years of operation Grameenphone has over 5 core 15 lac 49 thousand
subscribers as of January 2015Grameenphone is now the leading telecommunications service
provider in Bangladesh Over the years Grameenphone 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 GP was also the first
operator to introduce the pre-paid service in September 1999 It established the first 24-hour Call
Center introduced value-added services such as VMS SMS fax and data transmission services
international roaming service WAP SMS-based push-pull services EDGE personal ring back
tone and many other products and services
From the very beginning Grameenphone placed emphasis on providing good after-sales services
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 Childrenrsquos
Education Support higher Education Support for employees in-house medical support and other
initiatives
Grameenphone service offered
3
Grameenphone also offers a youth based mobile to mobile connectivity within Bangladesh
named Djuice Grameenphone also offers postpaid mobile servicerdquo XploreXplore Legendrdquo
Postpaid is the name of its post paid service
4
Prepaid service
Amontron
Bondho Shohoj
Business solution prepaid
Business solution
Businessnishchinto
Amontron
Smile Apon
Bondho
Apon Smile
Nishchinto
Internet service Bill pay Mobile banking International Roaming
Other services
Payment amp Recharge Flexiload Scratch card Smartload Online rechargetop-up Postpaid
bill payment Private recharge Terminal based top-up
Ekhaneicom A service (formerly known as CellBaazar) to enable users sell or buy products
through mobile or internet and it is free to use for all Grameenphone customers
Various other services like Stock Information Instant Messaging SMS Based AlertsServices
Voice-based Services Downloads Music Cricket Updates Web SMS Mobile Backup Video
Calling Online Schooling etc
Grameenphone tangible devices
Handset
Internet modem
Wi- Fi Router
The key service dimensions
The five servqual dimensions according to GP are-
1 Reliability Ability to perform the promised service dependably and accurately
Reliability involves consistency of performance and dependability It means that the firm
5
EDGEGPRS35G Electricity
Gas
bKASH
Mobi cash
DBBL mobile banking
mcash
Roaming package
Tariff and coverage
Travel sure
IR form
Visiting Bangladesh
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 4
Grameenphone also offers a youth based mobile to mobile connectivity within Bangladesh
named Djuice Grameenphone also offers postpaid mobile servicerdquo XploreXplore Legendrdquo
Postpaid is the name of its post paid service
4
Prepaid service
Amontron
Bondho Shohoj
Business solution prepaid
Business solution
Businessnishchinto
Amontron
Smile Apon
Bondho
Apon Smile
Nishchinto
Internet service Bill pay Mobile banking International Roaming
Other services
Payment amp Recharge Flexiload Scratch card Smartload Online rechargetop-up Postpaid
bill payment Private recharge Terminal based top-up
Ekhaneicom A service (formerly known as CellBaazar) to enable users sell or buy products
through mobile or internet and it is free to use for all Grameenphone customers
Various other services like Stock Information Instant Messaging SMS Based AlertsServices
Voice-based Services Downloads Music Cricket Updates Web SMS Mobile Backup Video
Calling Online Schooling etc
Grameenphone tangible devices
Handset
Internet modem
Wi- Fi Router
The key service dimensions
The five servqual dimensions according to GP are-
1 Reliability Ability to perform the promised service dependably and accurately
Reliability involves consistency of performance and dependability It means that the firm
5
EDGEGPRS35G Electricity
Gas
bKASH
Mobi cash
DBBL mobile banking
mcash
Roaming package
Tariff and coverage
Travel sure
IR form
Visiting Bangladesh
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 5
Other services
Payment amp Recharge Flexiload Scratch card Smartload Online rechargetop-up Postpaid
bill payment Private recharge Terminal based top-up
Ekhaneicom A service (formerly known as CellBaazar) to enable users sell or buy products
through mobile or internet and it is free to use for all Grameenphone customers
Various other services like Stock Information Instant Messaging SMS Based AlertsServices
Voice-based Services Downloads Music Cricket Updates Web SMS Mobile Backup Video
Calling Online Schooling etc
Grameenphone tangible devices
Handset
Internet modem
Wi- Fi Router
The key service dimensions
The five servqual dimensions according to GP are-
1 Reliability Ability to perform the promised service dependably and accurately
Reliability involves consistency of performance and dependability It means that the firm
5
EDGEGPRS35G Electricity
Gas
bKASH
Mobi cash
DBBL mobile banking
mcash
Roaming package
Tariff and coverage
Travel sure
IR form
Visiting Bangladesh
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 6
honors its promises Specifically it involves accuracy in billing keeping records
correctly and performing the service at the designated time Grameenphone is fulfilling
reliability through promising about their core service attributes GP coremost important
promise is that ldquoGPrsquos network is stronger and widerrdquo and they also maintain billing
charge
2 Responsiveness Willingness to help customer and provide prompt service According to
GP they are always beside their customer their mission statement is ldquoWe are here to
helprdquo GP is always willing to help customer GP offers their customer to give feedback
so that they can co-operate with customer and meet customer need promptly
3 Empathy Empathy refers to politeness respect concern and friendliness of contact
persons including service desk employees receptionist call center operators etc
According to GP their employees are trying to provide their best care to their valuable
customer and their employees are about concern polite with their customer
4 Assurance Assurance refers to the friendliness and courtesy of employees-personalized
attention to the customer and the ability of employees to inspire confidence Assurance
involves trustworthiness believability and honesty It involves having the customerrsquos
best interest at heartGP has its values ldquoBe respectfulrdquo GP is promoting inspire
confidence towards their customer GP has skilled employee who provide 247 customer
care center GP have well managed management knowledgeable personnel that care fix
customer problem
5 Tangibles Appearance of physical facilities equipment personnel and communication
materialsGP in call center employees uses better technology to provide information
communication promptly GPrsquos office equipment are well designed and GPrsquos employees
attire is professional GP is using modern technology for providing service like Wi-Fi
router mobile device etc
6
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 7
38
35
2
19 6
Reliability
Strongly agreeAgreeNeither agreedisagreeDisgareeStrongly disagree
6
27
58
10
Responsiveness
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
7
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 8
10
21
17
44
8
Empathy
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
31
63
4 2
Assurance
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
8
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 9
36
49
7 9
Tangibles
Strongly agreeAgreeNeither agreedisagreeDisagreeStrongly disagree
Recommendation
In our survey we have seen that GPrsquos responsiveness amp empathy is not much satisfied In
responsiveness 58 of people are disagreed and no one is strongly agreed According to this in
empathy portion 44 people are disagreed So we will now recommend these two weak
dimensions of Grameenphone
Responsiveness
Step 1 Train Grameenphonersquos call center representatives through an extensive program Not
only should representatives understand the basics of customer service but they also should also
know your products and services thoroughly to help resolve issues quickly
Step 2 Give representatives the tools they need to resolve problems within the first call This
includes computers that bring up data quickly as well as access to customer accounts and to a
knowledge base with potential solutions
Step 3 Reduce call wait times with intelligent routing This is an automated system that helps
direct callers to the correct department
9
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 10
Step 4 When a customer comes GP customer care center or they calls employees should treat
them as a very important person employees should show to the customer that they are always
customer side to solve any problem
Empathy
Step 1 When a GP customer calls or they come to their office their employees should give their
customer individualized attention to know what their problem is and solve that problem
accurately
Step 2 The employees of GP have to realize their customer that they are unique and special
Step 3 The employee have to reflect their personal knowledge of customer requirements and
preference
New Service Innovation for Grameenphone
Introduction
Not all new service innovations are ldquonewrdquo to the same degree There are various types of new
service innovations As GP is a telecommunication industry we augmented our existing service
line (Service line extension) As GP is now giving a free access to 0facebookcom
0wikipediacom we are now going to offer a new access for GP users in YouTube for free
(0youtubecom)
Brand Grameenphone
Tagline YouTube Zero A Free Way to Watch Video with Grameenphone
In this service customers will able to enjoy watching videos for free using GP app The app will
be available in Stores (Android Windows IOS) This will satisfy customers experience for
watching videos with faster GP 35G internet
10
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 11
Industry analysis
Grameenphonersquos main competitor are-
1 Banglalink
2 Airtel
3 Robi
4 Citycell
We are offering a new service line to compete with our rivals Now-a-days after launching 3G
most of the people are using smart phones and always connected to social sites like Facebook
Nimbuzz Twitter Skype etc
Competitive advantage
Grameenphone is the 1st company who brings 3G (HSPA H++) technology in Bangladesh After
a huge response of Zero Facebook Zero Wikipedia we are offering Zero Youtube which will
penetrate the market for Grameenphone And so degree of competition will be low for
Grameenphone
Target customers Targeting customers depend on customerrsquos lifestyles economic
conditions taste preferences As we are offering free service it will convenient to all customers
in all stages of people Mostly we are targeting-
1 Corporate
2 General (Mostly youth)
11
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 12
Business strategy development or review
Vision (Empower societies)
In a word vision means ldquoDreams of the organizationrdquo Grameenphoneprovides the power of
digital communication enabling everyone to improve their lives build societies and secure a
better future for all In Grameenphone this defines-
1048766 Make things simpler for our customers
1048766 Continue innovation
1048766 Provide full communication solution
1048766 Continue as a partner in development for Bangladesh
Mission (We are here to help our customers)
Grameenphone is here to help our customers Grameenphone exists to help our customers get the
full benefit of being connected Grameenphonersquos success is measured by how passionately they
promote us
Value
12
Keep promises
Be inspiring
Make it easy
Be respectful
Values
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 13
Brand promises ldquoGo beyondrdquo
New service strategy development
The new service matrix diagram is given below-
Existing service New service
Existing
customers
Penetration
1 High sales
2 High market shares
Service development
New
customers
Market development Diversification
As we augmented our existing service line (Service line extension) we will penetrate the market
as we are offering existing service to existing customers
Idea generation
Customers Our target market is young generation and users who use smart phone It is very
popular for young generation to watch and upload YouTube videos in their daily life for various
occasions So 0youtubecom is a great idea
Employees Grameenphone will ask their employees for their ideas of this service GP will run
a contest that whoever will bring the best ideas will be awarded
Competition Currently no other cell phone provider providing this services So we think it a
great opportunity to introduce this service with Grameenphone
13
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 14
Service concept development
There are some key factors to develop a new service concept They are-
1 Features of the service
2 Target market
3 Distinguishing factors
4 Positioning
5 Customers need satisfaction
Features Free access to YouTube Grameenphone YouTube app with exciting outlook
and faster execution process Customers will enjoy videos by streaming only 260p
resolution
Target market Corporate and general They also have a major role to get this service
(Customers role of service)
Distinguishing factors Our service is totally a new service This service isnrsquot provided
by any operator yet So it will be that how we are different from others
Positioning Distinctive brand image Brand image is the understanding of the image of
the brand It is in customerrsquos mind So as we are offering YouTube Zero for the first time
in Bangladesh we are unique in this service
Customers need satisfaction Customers are the key for getting high sales amp market
share in telecommunication industry As we are offering Zero YouTube their need for
watching any kinds of videos will be satisfied After launching 3G smart phones users
are rapidly growing and their participation in social media is also increasing day by day
As we gave Zero Facebook people are more likely to satisfying their social needs So in
this aspects Zero Youtube will be great for watching sharing uploading videos among
their friends and relatives
Business analysis
14
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 15
Cost
It is basically free of cost It will be absolutely free if users just watch the videos in YouTube
Standard data charges will apply based on the current rate if users download any videos from
YouTube There will be a guidelines provided from Grameenphone to customer for better
understand
Profit
YouTube Zero will be a profitable service as it will help to grow the sales of Grameenphone
Basically it will be a non-profit service if a user just watches the videos But with taking this
consideration we believe that new customers will be attract and move to Grameenphone Also
people sometime they just donrsquot watch the videos They also download Whenever users
download the videos standard charges will be applicable for them which will be very profitable
for Grameenphone
Equipment (Modern Technology)
Grameenphone is the first operator who has brought 35G (HSPA++) in Bangladesh Users will
not only get free access in YouTube but also have the experience of fastest 3G service with
260prsquos videos streaming quality
Service development and testing
15
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 16
Market testing
Service name YouTube Zero
Objective of market testing
- Our first objective will be to test product in actual market settings
- Second objective is to learn or analyze actual market size
- To identify or learn how the user will use this service
16
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 17
Internally with employees Grameenphone will ask its employees to test the Zero YouTube
service and provide the feedback Grameenphone will collect all the negative and positive
feedback and apply it for the betterment of our product
University campus (IUB) First Grameenphone will organize a campaign at Independent
University and will invite the students to use this service and get the feedback from the students
Initially we will start from IUB and then we will run our campaign most of the major universities
in Dhaka region
Young generation and people who use smart phone Grameenphone will organize campaign
in various social programs such as International Trade Fair Computer Fair and in Shopping
Malls
Commercialization We are going to introducing of a new service YouTube Zerocom of
Grameenphone customer because the service YouTube Zerocom is new service so we will
trying to build and maintain accepting of this service Grammenphone service delivery
personnel who will be responsible and will work for better service quality This task will help
maintain service and communication throughout the service delivery system When this service
will be introduce in marketplace Grameenphone service maintenance personnel will monitor all
aspects of service during introduction a through complete service cycle If the customer need
some time (two week) to experience the offering new service it will be carefully maintain and
observe and also Grammenphone will collect all detail of experienced this new service
Conclusion
GP is largest telecommunication industry in Bangladesh so we did a survey about GPrsquos service
quality factor and we shows GPrsquos thinking about their service quality As GP is a
telecommunication industry we augmented our existing service line (Service line extension)
YouTubeZerocom for its existing customer This new service innovation is going to introduce
in market place soon we followed specific steps of service development This new service will
be a great source of entertainment as well as will be great source of connect to the world
17
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
Page 18
References
Referenced link are-
httpwwwthedailystarnetsupplements24th-anniversary-the-daily-star-part-1towards-digital-
bangladesh-72925
wwwgooglecom
wwwgrameenphonecom
Referenced book is-
ldquoServices Marketingrdquo
Integrating customer focus across the firm
BY
Valarie A Zeithaml | Mary Jo Bitner
Dwayne D Gremler | Ajay Pandit 5th Edition
18
