Results and Discussion
After
collecting primary and secondary data I have analyzed and got the following
findings-
2.1
Marketing activities:
The
most important objective of the study is to observe and evaluate the Marketing
activities of Grameen Phone. Finally the following activities are found from
this study.
 |
| Marketing activities |
2.1.1 Product:
A
product is anything that can offer to a market for attention, acquisition, use
or consumption that might satisfy a want or need.
According
to Stanton “A product is a set of tangible and intangible attributes including
packaging, color, price, manufacturer’s prestige, retailers prestige and
manufacturers and retailers service which the buyer may accept as offering want
satisfaction.”
According
to Professor Kotler-“ Product is to gain customers attention and right through
a market available element that is used to fulfill customers need and demand
through its uses and consumption. It could be the combination of physical goods
services, persons, Places, Organization and ideas.”
The
Product of Grameen Phone Company may be divided into four categories:
·
Connection
line
·
Mobile
Phone set
·
Pre-paid
cards
·
“T
& T” connection.
Out
of those four products, the main product is the line connection service and
daily call for massage transmission.
The
characteristics of mobile phone product are given below:
i)
Connection
line: Connection line
is the main product of the Company. Usually the company can earn handsome money
through connection line. In long term they use the connection line for massage
transferring services. In this way a business organizations continue this
business activities. The company gets the profit from the service change of the
massage transformation and it is the most important of income.
The
company has supplied connection line in 50 districts of the country for
transforming the massage of the customers. The numbers of the districts are
mentioned along with the division.
Table-
4
Connection line of the number of
districts
|
Name of
division
|
Number
of district
|
|
Dhaka
|
16
|
|
Rajshahi
|
11
|
|
Sylhet
|
4
|
|
Khulna
|
10
|
|
Barisal
|
5
|
|
Chittagong
|
4
|
Source: Official
records
In
international market Grameen Phone has supplied its connection in 50 countries
all over the world. Grameen Phone Ltd. Now uses 193 Tower in communicating 50
Districts of Bangladesh.
Usually
two types of connections are supplied Grameen phone:
·
Pre-paid connection
·
Post-paid connection.
Post-paid
connection may be divided into two divisions
·
Post
paid zonal
·
Post
paid national.
 |
| Marketing activities |
It
is noted that both internal and international communicate is possible by using
prepaid and postpaid card. For internal service per minute service charge is
Tk. 6 and the customer may talk 42 minutes and 84 minutes against Tk. 300 and
Tk. 600 card respectively.
ii)
Mobile
Phone set: The other
important product of Grameen Phone is mobile set. Though primarily it has huge
demand but after certain period its demand will decrease. Because after per
chasing of certain member of phone set, customer will not have demand. Only
demand will exist for changing defective mobile set and to change for
contemporary style.
At
present Grameen Phone has supplied 38 models set of 13 companies. The chart
have given below:
Table No. – 5
Models and company’s
price
|
Company
|
Model
|
|
Motorole
|
T-190,
T-191, C-300, C-330
|
|
Seimens
|
A-35,
C-45, A-50, M-50, C-55
|
|
Nokia
|
5110,
3310, 3315, 3350, 2100, 3610, 3530, 9210
|
|
Ericsson
|
T-100,
T-200, P-800, T-600
|
|
Sagem
|
MW-3020,
MY-3025, MY-X5, MY-3026
|
|
Vtech
|
SPT-880d,
A-600
|
|
Haier
|
HX-1000,
HX-3000, H-3633
|
|
Bird
|
8288
|
|
Panasonic
|
GD-75,
GD-35
|
|
Maxon
|
6890
|
|
TCL
|
3188
|
|
Sendo
|
S-200
|
|
Alcatel
|
OT-501,
OT-311
|
Source:
Official records
The
advantages of mobile phone sets are given below:
·
It
gives voice mobile service
·
It
can supply the news of two newspapers simultaneously.
·
It
gives current news of game and sports.
·
There
is a scope of changing ring tone of mobile set.
·
Music
recording facilities.
·
Calculating
facilities.
·
Advantages of alarm system
·
Four-year
warranty facility.
·
It
also gives us call holding, call waiting, call transferring and call conference
facilities.
iii) Pre-paid card: Using pre paid card, the consumer of
mobile phone need not feel excess trouble for paid bill. Besides. It can
protect from high expenditure. There are four types of pre-paid cards. These
value and using time are given below:
Table
No. 6
Pre-paid cards value and using time
|
Cards
|
Price of cards
|
Expiration
|
|
Green
|
300 Tk.
|
21 Days
|
|
Red
|
600Tk.
|
45 Days
|
|
Blue
|
1200Tk.
|
90 Days
|
|
Orange
|
2400Tk.
|
180 Days
|
Source: Official records
Advantages
of Pre-paid cards are given below:
·
It
is free from billing burden.
·
There
is no scope of extra or take billing.
·
The
customer may control their cost.
·
They
can measure the unit of the land of the time of talking.
iv)
T&T
connection: Mobile
operation are providing T&T incoming and outgoing connectively along with
mobile-to-mobile connection. Except prepaid service different package are being
offered with T&T connectivity.
 |
| Marketing activities |
2.1.2 Product
improvement:
Product
development is an important function to improve the quality of the product for
each company. In order to contrite and fulfill the demand the producer found to
improve the quality of the product the following steps have been taken for
improving the quality of its product:
v
Grameen
phone Ltd.actively considers about extension of its network program.
v
They
are also interested to abolish the obstacle in network program.
v
In
order to introduce with Internet they are try to improve the quality of mobile
phone.
v
There
is a scope of increasing the number of T&T network.
Ø
Network
work system for mobile connection:
-
Grameen
phone Ltd.users its own tower for giving connection facilities.
-
It also
railway telegram line as a backbone.
-
G.S.M
technology is also used.
2.1.3 Collection
of mobile set:
The mobile
set of Gremeen phone Ltd is not made in Bangladesh. These set are imported from
the following countries:
(i) India (ii) Japan (iii) Thailand (iv) Korea (v) USA etc.
(i) India (ii) Japan (iii) Thailand (iv) Korea (v) USA etc.
2.1.4 Distribution:
Main
objective of the production is consumption. And to make certain products
consumption it has to send these to consumers.
Producers
for their own interest, choose the right way to send products to their
consumers. Generally the process or system is used to distribute or sell
products to consumers is refereed as distribution process.
At
present a good number middleman are working for selling mobile phone set. But
in near future the number of middleman do not appoint required middleman.
Only
one middleman is enough for each direct lead quarter. At present the pre-paid
cards is sold the rough middleman. But anybody can these cards to the
customers. For example Bank, retail shopkeeper etc.
So
it clear that middleman is not essential for selling pre-paid cards.
From
the above description we can say that the distribution of mobile phone and its
relevant materials are very short cut and direct. The distribution system of
mobile Phone is given below:
Company
Dealer / Agent
Customer
Customer
Sources: Organization
The
given facility to be dealer:-
Ø
Commission: In this stage the dealer set
commission selling the product. The rate of commission is correlated with the
volume of sale.
Ø
Using
system: The using
technique is informed to the dealers through seminar.
Ø
Transport
facility: The Company
gives the transport facility for carrying mobile set and other relevant
materials.
2.1.5 Price:
Price
is a relative word, which we generally use. To sell a product. Price is a very
important. In marketing, price means a point, where seller willing to sell
product or services in exchange of an amount of money which customers are also
willing to pay. Therefore, the market accepted value that is measurable with
money is price.
Price
fixation is essential for each company. Since it determines company’s success a
lot. If company sets price more than or less than the of the product it will be
in critical position. So, it is reasonable to set right price. In past mobile
was considered as a shopping product. I can see price in aspects.
(i)
Connection
fee: At time of
connection the institution take a certain amount of money as connection fee and
security. Because increase of failure to paid the bill the institution may cut
down the security-moneys. The rate of connection fee is almost same in every
district in Bangladesh.
(ii) Mobile set: There are various types of mobile set
in different company’s. There are different services in different mobile. So,
the price of the set is also differing. The price list of the set of different
mobile is given below:
Table
No.- 7
The prices of the products ranges of
different companies
|
Name of company
|
Model
|
Price
|
|
Motorole
|
4
|
9405-12775
|
|
Seimens
|
5
|
8045-11875
|
|
Nokia
|
8
|
10675-66975
|
|
Ericsson
|
4
|
10025-41975
|
|
Sagem
|
4
|
7875-17475
|
|
Vtech
|
2
|
7975-9675
|
|
Haier
|
3
|
8870-11345
|
|
Bird
|
1
|
10805
|
|
Panasonic
|
2
|
11405-15905
|
|
Maxon
|
1
|
14775
|
|
TCL
|
1
|
14975
|
|
Sendo
|
1
|
9375
|
|
Alcatel
|
2
|
9405-9475
|
Source: Official
Records
(iii)
T & T connection:
The connection who have T & T customer, they have to paid 1-70 Tk. For
internal connection and Tk. 5-10 for ISD connection.
Billing
system: There are two
types of billing system of this mobile phone company. They are-
(a) Pre-paid
(b) Post paid.
a) Pre-paid: Pre paid is a card system, the has to buy a card phone
against a certain amount of money and can also talk with this card a certain
period of time. The following table shows the value of the pre paid card:
Table No. 8
Pre-paid cards value and using time
|
Cards
|
Price
|
Time
|
|
Green
|
300 Tk.
|
21 Days
|
|
Red
|
600 Tk.
|
45 days
|
|
Blue
|
1200 Tk.
|
90 days
|
|
Orange
|
2400 Tk.
|
180 days
|
Source: Official
records
(b)
Post paid: Post paid
in this system the company collects their bill by the specific bank. This
system is shown in the following table-
Table
No. 9
Billing rates
|
Particular
|
Price
|
|
Post paid national
|
6.90
|
|
Post paid Zonal
|
4.60
|
|
For message call
|
2.30
|
|
To watch news
|
2.00
|
|
Line
rent
|
Post-paid ISD 550, Post-paid National 225
Post-paid ISD Polli 49
|
Source: Official
records
2.1.6 Promotion:
Promotion
is communicating information between seller & buyer to change attitudes and
behavior.
According
to Philip Kotler- “ Promotion stands for the various activities. The company
under takes to communicate its products merits and to persuade target customer
to by them.”
From
the above definition I can say – “ To increase any products market share
promotional program is very crucial.”
But
at present the Grameen Phone Company does not take care about promotion
activities. Because the demand is higher them their networking capacity.
They
do not advertising on T.V through they advertised previously. But they
advertising on newspaper, sign board, neon sign. Besides this, they become
sponsor at the cricket match between West Indies and Bangladesh in October,
2000 and April in 2003. And they supplied Lego for the players.
 |
| Marketing activities |
2.1.7 Procurement:
Procurement
is very important for an organization. Any company has to purchase something’s
for operating, such as raw materials, machines, equipments etc. Among the
purchased goods of Grameen Phone.
i)
Mobile
set which later branded which their company name and being sold buy them.
ii)
Pre-paid
cards are mention worthy.
Besides these some goods bought for
long-term usage:
i)
Tower
ii)
Network,
related tools.
iii)
Apparatus
for operating office.
The
price of the about goods is not fixed all the year round. The price depends on
their connectioning capacity and demand. It is not that, there is no capital
crisis of the company.
2.1.8 Storage:
Holding
goods seven the time of their production and final state. It utility is
increased at the time of storing of goods. Besides this storing ma bring the
balance between the demand and supply. It also helps to maintain the elasticity
of demand and supply. So the import of storage is very significance for the
organization. Through the materials of Grameen Phone is storable, there is no
necessity of storing Prepaid cards and mobile set. The product is usually sold
just after the procurement. Usually the product is arranged show room by
selling. The prepaid card is very small in size this does not take room in
storing. So, it is clear that storing is not so important for the mobile set
and cards.
2.1.9.
Transportation:
The
replacement utility is created by transportation of the goods. It is an
important function of marketing. The important of transportation is very high
for proper distribution, market extension and to combat in the competitive
market. Grameen phone does not like the responsibility of transportation of mobile
set and pre-paid cards. It is the responsibility of dealer agents. As a result
the organization has to communicate with different dealer and agents and for
this purpose the organization has to spend some money. And the company spends
some money to bring the goods from Chittagong port. Again the head office
spends some money to communicate with the branch office.
2.1.10
Quality control:
Quality
is what customers expect in the product and error free that type of product is
quality product. Product and services quality is essential foe each company.
Because if any company’s product or service quality is low, it is forced to
close its business for not able win in the competition. We may consider the
following factors in order to assess the quality control system of Grameen
phone:
i)
Quality
of network:
Collecting international from consumers I found that the quality of Grameen
Phone Company’s network is not so good.
ii)
Quality
of Mobile phone: The
quality of the mobile phone is comparatively good which is supplied by the
Grameen Phone Ltd. as a machine some times the set may go out order but it is
not so serious.
iii)
Pre-paid
card: There is no
problem about the quality of Pre-paid card. In the time of collecting data I
did not get any allegation against Pre-paid card.
2.1.11
Market information:
Market
information is very important because if company cannot collect market
information it will not be successful. Grameen phone usually collect
information from two sources:
i)
Market
research is process of collecting information. Grameen phone also collect very
limited information through market researching.
ii)
To
forecast demand it collects information from its previous sales record.
Besides
the above processes the organization may collect market information through the
Internet.
2.1.12
Risk:
There
are a good number of uncertainties in the organization about the sale of
product, reasonable price, return of the investment etc. there is a strong
probability of loss of the organization from the competition or declining the
price. There risk is never avoidable in business. And it is very difficult to
measuring the risk in business.
In
Grameen phone unpaid bill is also a risk. In order to avoid this risk the
company binds the customers to pay a certain amount of money at the time of
purchasing the goods. The organization may disconnect the line if the amount of
bill is higher then the security. In this way the organization overcome the
risk. So, it is said that the risk is very limited in Grameen phone.
2.1.13
Sales:
Sales
are very crucial for a company. If organization cannot sell its products or
services then that company will not be able to run its activities. So, every
company considers this with great importance. That is without sales company
will have any existence and that is why it is important.
The
selling function of Grameen phone are divided in two categories:-
i)
Mobile
phone sales and connection line sales.
ii)
Sales
according to information and message exchange.
At
present, set connectioning and selling are the most important function of the
organization. But after a certain period the income of set connectioning and
selling may be declined. On the other hand, the income may increase from
message exchanging gradually. Because the information transferring service will
increase with the set selling simultaneously. And it is the final selling of
the organization.
Table
no. – 10
Sales of Grameen Phone company:-
|
Year
|
Dhaka
|
Rajshahi
|
|
1997
|
21000
|
------------
|
|
1998
|
48000
|
-------------
|
|
1999
|
75000
|
-------------
|
|
2000
|
235000
|
2200
|
|
2001
|
360000
|
9000
|
|
2002
|
405000
|
13000
|
Source: Annual
report.
2.2. Marketing Problem:
The
problems related to marketing function is called marketing problem. The
marketing activities cannot operate properly if these problems are not being
solved accurately.
The
marketing problem of Grameen Phone Company; on the basis of the information
collected from agent, dealers, users and non-user are given below:
 |
| Marketing activities |
2.2.1 Product:-
The
products of Grameen Phone Company can be classified in four categories. These
are-
i)
Network
related service: The
main problem of the product is that its network capacity is less than its
demand. For this reason the customers cannot get services perfectly. Again for
some technical storage mobile phone company customers are facing problem to
exchange information. Such as, a customer some times do not get connection or
line due to busy network when he needs it much.
And their problem is that network yet
not set up countrywide for which the consumer cannot send information all the
place.
ii)
Mobile
phone set: The second
problem of Grameen Phone is mobile set. Mobile sets are imported from other
countries rather than manufactured. Basically, dealers imported this from the
manufactured countries. The sets are purchaser from this company, which have
good well in all over the world and for this, problems do not found in the
mobile sets. Since it is a mechanical product it may have some problems ands
few complaints come from the consumer about mobile phone set. It is noted that
mobile phone may be a perfect goods but it may cause of “Brain Cancer” who use
its vigorously.
Table
No. 11
Subscribers’ opinion about mechanical
problems of mobile hand sets:
|
Subscribers’ opinion about
mechanical problems of mobile hand sets:
|
%
|
Number of User (out of 50)
|
|
Yes
|
26
|
13
|
|
No
|
70
|
35
|
|
Sometimes
|
4
|
2
|
Source: Field survey
iii)
T
& T Connection:
Recently now the Grameen Phone Company is giving T & T connectivity. But
this is included in different packages; all the packages do not have these
facilities.
If
one wants to T & T connection he has pay both bill (T & T mobile),
which is sometime expensive, especially mobile call charge.
Table
No- 12
Number of users those have T & T
and do not have T & T connectivity:
|
T & T connectivity
|
%
|
Number of users (out of 50)
|
|
Have T & T connection
|
62
|
31
|
|
Don’t have T & T connection
|
38
|
19
|
Source: Field Survey
iv)
Pre-paid
card: Pre-paid card
is almost safe and qualitative. Pre-paid card contains a number that is covered
by a thin protection. So, there is a risk of missing the number.
2.2.2 Distribution Problems:
As
the handling of Mobile Phone is very easy only one or two dealers are enough.
Usually the bill of mobile phone is paid through the bank and the dealers are
not essential to pay the bill. Pre-paid card is not available in everywhere.
The authorized dealers are the only sources of the card. It is a problem to the
customer.
2.2.3 Price problem:
The
price of mobile phone can be classified in three categories:
i)
Connection
Fee: The
connectioning fee is reasonable to the customers. If the connectioning charge
is minimized all level customer may avoid the opportunity.
Table
13
Customers opinion about mobile phone
connection price: -
|
Opinion about mobile phone
connection price
|
%
|
Number of user (out of 50)
|
|
Expensive
|
38
|
19
|
|
Reasonable
|
54
|
27
|
|
Inexpensive
|
8
|
4
|
Source: Field survey.
ii)
Mobile Phone Set: Maximum customer has opinion that the
price of set is reasonable. But the price of set is not stable. So the customer
falls in difficulties to buy the set.
iii)
Billing: I have seen in my research that the
objective of consumer towards mobile phone in which most of them think that the
bill of mobile phone is excess, which is a major problem.
Every
types of cost are included in Pre-paid card and there is no line charge. But in
the case of Post-paid one has to pay both.
Table
No. 14
Customer opinion about call rate:-
|
Opinion about call rate
|
%
|
Number of Users (out of 50)
|
International
|
||
|
Expensive
|
36
|
18
|
|
Reasonable
|
60
|
30
|
|
Inexpensive
|
4
|
2
|
Local
|
||
|
Expensive
|
98
|
49
|
|
Reasonable
|
2
|
1
|
|
Inexpensive
|
-
|
-
|
Inter-district
|
||
|
Expensive
|
56
|
28
|
|
Reasonable
|
38
|
19
|
|
Inexpensive
|
6
|
3
|
National
|
||
|
Expensive
|
56
|
28
|
|
Reasonable
|
38
|
19
|
|
Inexpensive
|
6
|
3
|
Source: Field survey
2.2.4
Promotion:
We
know that, there is a vital importance of promotional activities at
introductory stage to any firm or organization, which is why company has to do
more promotional activities of this stage. At present the firm operate their
promotion activities by newspaper, billboard, bill sign, neon sign etc, which
is not enough.
2.2.5 Procurement:
The
most important product of Grameen Phone is set. The organization is free from
all kinds of difficulties in buying the mobile set. They can easily buy the
product from international market. They are not aware about the production
cost-of the product. But it is assumed that production cost may less than the
importing cost.
2.2.6 Storage:
Warehousing
is not essential for the company because the product is sold very quickly, as
the demand is very high.
2.2.7 Transportation:
Transportation
cost is not so significance. Because the transport cost is very negligible in comparison
to the price of the product. So, the organization does not consider the
transportation cost seriously.
2.2.8 Quality control:
i)
Net
Working: The used
technology of mobile phone network is not more advanced. Since the consumer is
facing net work problem off and on such as-
2 Subscribers some times do not get
connection
2 Do not get clear tone etc.
Table
No. 15
Connection availability with in 24
hours:
|
In answer of connection availability
within 24 hours
|
%
|
Number of users
( out of 50)
|
|
Yes
|
44
|
22
|
|
No
|
20
|
10
|
|
Sometimes
|
36
|
18
|
Source: Field survey
ii) T&T connection: There are few problems about T&T
connection but the facility is not available everywhere. That is why; most of
the consumers are deprived from this facility.
iii) Mobile set: The quality of mobile phone set is
well. But there are few complaints about mobile set.
iv)
Pre-paid
card: There is a risk
of demolishing of the card number. So, the customer is bout to search the
number very carefully.
2.2.9 Market information:
The
organization survey the customer’s opinion in order to get exacts demand of the
customers. They also want to get the complain of the customer through Internet. But this program is not
regular. It is a problem of market information. On the other hand, in maximum
cases it is not easy to send the complain in Internet. So, the gap between the
customer and the organization remain unchanged.
 |
| Marketing activities |
2.2.10
Sales:
The
selling system of mobile phone is discussed in two ways. Such as –
i)
There
are no different in selling and connectioning of mobile phone. The demand is
higher than the supply. So, the product is easily sold.
ii)
In
the case of call service the income may increase along the amount of the
selling of mobile phone. But the income from the call charge is higher than
T&T call charge. So, it is a serious problem for the institution.
2.3
Diffusion process:
Diffusion
is the process by which and innovation is communicate through certain channel
over time among the members of a social system. Depending on my acceptance data
the detail particulars of diffusion process of Grameen Phone are given below—
2.3.1
Characteristics of innovation:
The
following information are found by analyzing the characteristics of diffusion
process of mobile phone.
i)
Relative
advantage: Mobile
phone has some relative advantages.
a)
Easy
transferable: Mobile
phone is easy to carry from one place to another place. So, the consumer can
get the service easily and continue only, which is possible by hand phone.
b)
In
urgent service: We
may get the urgent service through mobile phone. This phone can help us to
communicate with the counterpart at any time and any place.
c)
Less
expensive: Mobile
phone is less expensive in comparison E-mail, Fax, Internet and telephone.
The
causes behind using the mobile phone is given below:
Table
No. 16
Users opinion about using the mobile
phone
|
Description
|
Particular
|
|
Urgent Need
|
8%
|
|
For communication
|
51%
|
|
Easy transportation
|
6%
|
|
Movability
|
31%
|
|
Others
|
4%
|
Source: Field survey
Table
No. 17
Non-user opinion about mobile phone
Particulars
|
Percentage
|
|
Do not feel necessary
|
5%
|
|
Too expensive
|
80%
|
|
Known does not have telephone
|
8%
|
|
Others
|
7%
|
Source: Field survey
So,
it is clear that there are much more advantage of mobile phone is comparison to
other communication media.
ii)
Compatibility: social value is not an obstacle for
using mobile telephone.
On
the other hand, mobile phone does not play any negative impact on social values
& social factors are not any for using mobile phone. From the survey report
it is found that mobile phone does not any social problems. But some non-users
claim that mobile phone is used for antisocial activities like robbery &
hijacking & finally it creates some social problems.
iii)
Testability: Though it is assumed that the price
of mobile phone is high actually it is purchasable of middle class people of
our country. Almost town dwellers of Bangladesh have bought mobile phone.
Again
mobile phone service facility is available in all towns in Bangladesh. Thus
everybody has already become conscious of the benefit of mobile phone. So, it
is very urgent to find out the effect of mobile phone.
iv)
Observability: It is very easy to observe the impact
of mobile phone and everybody can know its advantages. Its effect is also easy
to realize. For example, it is the easiest means to communicate with friends
and relatives through mobile phone and it is one of the advantages. The
customer may consult with the users about the advantages of mobile phone. The
consulting rate have given below:
Table
No. 18
Consulting rate
|
Particulars
|
Percentage
|
|
Friends
|
44%
|
|
Users
|
38%
|
|
Sellers
|
14%
|
|
Others
|
4%
|
Source: Field survey
2.3.2 Communication Channel:
Communication
Channel is very important for any diffusion process. Mobile phone is used as a
communication channel and it is a very effectives means of communication. The
users have informed about mobile phone from different sources. The following is
given for this purpose:
Table
No. 19
Users source of information
|
Particulars
|
Percentage
|
|
Advertising
|
4%
|
|
User
|
20%
|
|
Newspaper
|
72%
|
|
Sellers
|
4%
|
Source: Field survey
Besides
this, the users suggest for buying mobile phone. It works as a communication
channel. Number of mobile buyers and their consulting system is given below:
Table
No. 20
|
Particulars
|
Percentage
|
|
Retailers
|
38%
|
|
Friends
|
44%
|
|
Others
|
18%
|
Source: Field survey
From
this above table it is clear that most of the users have informed from friends
and newspaper.
The
satisfied user/buyer is a good media of communication channel. The satisfied
customers have played a very significant role for diffusion the mobile phone.
2.3.3
Time:
Adoption
time is an important factor. That is why, some goods may be popular within
short time but some goods may not be popular even within a long time. Three
factors are responsible for timing:
i)
After
getting the information how much time is taken by the customer for buying or
not buying. In the case of mobile phone
the customer usually take quick decision. Because it is not difficult to
understand the advantages of mobile phone. But it is important to note that the
most significant factor of buying mobile phone is financial capability and the
influence of friends and relatives. So, as customer can take his decision
quickly.
ii)
The
gap between the two customers: It is found that the gap between two customers
is very limited. Usually the second customer does not delay at all. As a result
the customers number has increased very rapidly viz. the number of customers
was 40000 in July, 1999 which has increased 200000 in February, 2000 and 270000
in may in the same year.
So,
it is clear that the gap between two customers is very short. From the report
of concerned company, it is known that the supply is run out very quickly as
the sale of mobile phone is very high.
iii)
Innovation
rate of adoption is a system: In this system the rate and motion of purchasing
mobile phone is estimated. The mobile phone is sold in a large volume at a
time. So, the supply of the goods is run out very quickly. From the above
description it is clear that the diffusion of mobile phone is very high.
So,
we can say that satisfied customer is the single most factors for diffusing the
service of mobile phone quickly. Thus we can say that the diffusion of mobile
phone is very high.
2.4. Marketing Efficiency:
Marketing
efficiency is the total activities of supplying and selling product with
effectiveness and perfecteness as the producer or trader become more benefited
as well as the customer get his full satisfaction.
Skill
& efficient marketing reduce marketing cost as a result the amount of
profit increase ultimately. Besides, it also increases the good will and image
of the institution. It is very important for maximizing the satisfactory of the
customer, minimizing the cost of the product and finally its increase the
stability of the business.
To
measure the marketing efficiency Grameen mobile phone following factors are
considered:
2.4.1 Quality of product and service:
There
are few problems with the quality of the Grameen Mobile Phone sets with the
survey to the customer I see that they complain a little about the companies of
the phone set. So, it can be said that the quality of mobile phone is enough.
But the servicing value of the date exchange is not so good. The complaints
about the given service of the company, obtained from the customers are given
below:
Table
No. 21
Total
number of respondents = 50 from Dhaka & Rajshahi Metropolitan city.
|
Opinion
|
Yes
|
No
|
Sometimes
|
|
Noise of the time of speak
|
22%
|
44%
|
34%
|
|
Net work problem
|
52%
|
48%
|
Nil
|
|
Excess bill
|
28%
|
62%
|
10%
|
Source: Field survey
2.4.2 Cost:
One
of the important elements of measuring efficiency is cost. In a commodity, if
the production cost is more, the selling price will be also more. As a result,
the satisfaction from the buyers cannot be obtained. On the other hand, the
less is the cost, the more will be beneficial for the company because, for
this, in one hand the satisfaction of the buyers can be obtained by lessening
the cost of the commodity or by increasing the value of services. On the other
hand, the company can obtain more benefit.
By
the survey of the customer I see that users and non-users are complaining that
the rate of the bill of mobile phone is excess. But they are not complaining
about the payment of phone connection and the cost of the set. From this, I can
say that, the money, which is spent for taking connection of mobile phone and
for buying the phone set, is not excessive. So, in conclusion it can be said
that although the buying of mobile phone set and taking connection is not
expensive, spending data or news by mobile is expensive.
The
research shows that:
Table
No. 22
Opinion of the users about different
types of services:
|
Opinion about call
rate
|
%
|
Number of Users
(out of 50)
|
Opinion about
mobile connection phone price
|
%
|
Numbers of users
(out of 50)
|
International
|
Expensive
|
38
|
19
|
||
|
Expensive
|
36
|
18
|
Reasonable
|
54
|
27
|
|
Reasonable
|
60
|
30
|
Inexpensive
|
8
|
4
|
|
Inexpensive
|
4
|
2
|
|
||
Local
|
|
||||
|
Expensive
|
98
|
49
|
|
||
|
Reasonable
|
2
|
1
|
|
||
|
Inexpensive
|
-
|
-
|
|
||
Inter-district
|
|
||||
|
Expensive
|
56
|
28
|
|
||
|
Reasonable
|
38
|
19
|
|
||
|
Inexpensive
|
6
|
3
|
|
||
National
|
|
||||
|
Expensive
|
56
|
28
|
|
||
|
Reasonable
|
38
|
19
|
|
||
|
Inexpensive
|
6
|
3
|
|
||
Source: Field survey
2.4.3 Availability:
With
availability it is indicated that how is receiving the service, at any time can
it be taken connection or not and can be used or not. If the service is
available the satisfaction of the customer will increase. As a result, the
company will obtain more benefit. A customer cannot take the connection of the
mobile phone if he wishes. The company cannot give the connection all the year
round, although there is excessive demand of the mobile phone. The connection
efficiency, which is increasing at a definite only if that amount of
efficiency, is given. Again Grameen Phone Company needs advanced technology and
capacity is also less. For this, the customers cannot use mobile any time as well.
So,
we can say, the availability for giving connection and sending news of the
company is less enough.
2.4.4
Sales:-
Sales
are the best indicator of performance in barriers. The performance of sales has
been maintain below:
Table No.23
Sales volume
|
Year
|
Dhaka
|
Rajshahi
|
|
1997
|
21,000
|
-
|
|
1998
|
48,000
|
-
|
|
1999
|
75,000
|
-
|
|
2000
|
2,35,000
|
2,200
|
|
2001
|
3,60,000
|
9,000
|
|
2002
|
4,05,000
|
13,000
|
Source: Official
records
From
the above table it is seen that the selling rate is increasing very rapidly.
With
the observed circumspection of the above-mentioned aspects, it can be said
that, the ability and billing that of the organization is not so available and
standard in comparison to their selling performance. That means they have
failed to perform their marketing program efficiently. But it is hope that they
may overcome this limitation by investing more money. Besides it is helped that
the selling rate may be reduced by increasing the network connection.
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