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Effectiveness Analysis Of An Imc Plan – Analysis On Djuice

3863 words - 16 pages

|Effectiveness analysis of an IMC plan – analysis on Djuice. |
|Research Report |
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Table of Contents

Executive Summary 3

Background 4

Statement of the Problem 11

Approach to the Problem 12

Research Design 14

Data Analysis 15

Results 16

Limitation and Caveats 21

Conclusion and Recommendations 22

Exhibit 23

Reference 27

Executive Summary

I am going to conduct a research project on ...view middle of the document...

The research is to recommend a better course of action for identifying the factors and to analysis the preferences more correctly.


Grameenphone Ltd., the largest telecommunications service provider in Bangladesh, received its operating license in November 1996 and started its service from March 26, 1997. Now, after 11 years of successful operations, Grameenphone is the largest mobile phone service provider in Bangladesh.

Basically Grameenphone is a joint venture enterprise between Telenor (62%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (38%), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank.
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.

Grameenphone witnessed a jolt in subscription growth in the last quarter of 2009 with start-up campaigns pushing the total number of subscriptions over the 23Mn subscription base. The number of subscriptions increased by 1.3 million during the quarter compared to 0.2Mn in the same quarter of 2008. GP’s subscription base reached at 23.3Mn with 44.4% market share at the end of 2009.

The revenue for the fourth quarter of 2009 increased by 2.6% to BDT 1,675 crore compared to the underlying revenue of the same quarter of 2008 which excluded onetime recognition of arrear interconnection revenue. This growth was mainly led by higher subscription base and tariff revision. Total revenue for this quarter was also increased by 1.3% from the third quarter of 2009.

Djuice (short of digital juice) is a youth based mobile phone plan from Grameenphone. This is a prepaid package. Djuice was launched in Bangladesh on the 14th of April, 2005. The main objective of this brand is to serve the youth segment of the market. The product has been specially designed to cater the needs of youths of Bangladesh. Djuice has various features designed for youths, namely; special rate for Djuice community, Xtra Khatir, (discounts at different outlets).Djuice also arranges different special programs for youth, like, Drockstar (music competition), Know Bangladesh (awareness program).The djuice brand is positioned as the “Youth Brand”. The 3 main features of this brand is Music, Messaging and friend. Ever since the launch djuice has seen a big warm response from the crowd. Within two years djuice Bangladesh had enlisted around 2 million subscribers. On the 14th of April, 2007 djuice Bangladesh shed its old logo and put on a new logo which was a part of the worldwide re-branding process of djuice. In 2008 they adopted a new brand message that is “Break Free”.

In Bangladesh, all the six mobile operators targets either corporate people or general public. None of them except...

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