Perception of Grameenphone in the mind of its customers

Abstract

The study is done as an internship requirement of IBA. Grameenphone Ltd. has already crossed the twenty million subscribers as of June 2008. A lot of debate has risen regarding the communication message of the brand. The debate is intense all over the country and especially in Dhaka. With the big quest whether marketing communication of Grameenphone has successfully communicated the right messages to the target group the study has started to delve into the company documentation as secondary source and interviewing the customers as the primary source. "Perception of Grameenphone in the minds of its customers" is a research based report on how effectively is Grameenphone (GP) communicating with its customers. Due to massive competition in the mobile industry, it has become absolute obligatory to create a distinction between Grameenphone and its competitors' position. This project is undertaken to find out the satisfaction level of GP customers and the perception that they hold about the brand. One of the ways to explore the answer of the question is through primary research. Through this report, I have tried to compile the concept of with a few specific objectives like finding out the awareness-interest-preference-trial-loyalty level of target group But my key focal point is to find out the perception of Grameenphone in the mind of its customers. It is very apparent that the growing competition has affected Grameenphone's market share tremendously over the past few years, hence from time to time it is mandatory to find out the position of the company in people's mind. The main objective of the report is to study the effectiveness of Communications Division of Grameenphone and the perception of Grameenphone in the mind of its customers. My scope for this report is limited within the department of Public Relation as I was affiliated with this department for three months. I have carried out quantitative research to measure the correlation between publicity of GP and the awareness level of the customers. I have used Systematic Random Sampling for choosing my sample and have produced structured questionnaire for the survey. The strengths of the quantitative paradigm are that its methods produce quantifiable and reliable data that are usually generalized to some larger population. This provides a more specific analysis of the possible associations, and potentially determines more accurately which possible causes are directly related to the effect being studied. But my limitation was I could not cover all the aspect of the project because of the accessibility and confidentiality. Moreover, there were still quite a number of factors associated with the project which did not allow me to do an in depth analysis of the grameenphone project. The privacy policy of Grameenphone restricted me to incorporate a lot of Information in this report. The project would help the PR team to develop and alter strategies which would bring in positive results for the company. Despite having limitations in the project I still have managed to dig in the result of the project and have also incorporated my recommendations. The fulfillment of the project would ultimately lead Grameenphone to discover their brand position in the mind of the customers and their potential growth in the upcoming future.