Brand positioning and consumer perception: a study of Grameenphone

Abstract

This case study will discuss the Brand positioning strategy of Grameenphone and overall consumer perception about this telecom service provider of Bangladesh which giving serivce from July 1997. Grameenphone is a conventional subsidiary of Telenor and Grameen Telecom Corporation. They have had a very important role in the development of Mobile access all over the country. The intended research of the current study will focus on making an assessment of the brand positioning strategy implemented by Grameenphone, gathering and analyzing consumers’ perception on the product, and trying to measure the impact of marketing communication on the consumers’ perception of the brand. The paper exploring the role of Corporate Social Responsibility in the context of brand development and offers insights into the prospects for repositioning and possible difficulties. The study uses a survey research approach where the author gathered survey information from customers or users of Grameenphone over the years. With this survey, it is possible to determine the effectiveness of the difference strategies that have been implemented and analyze factors that may influence consumer perception compared to other telecom brands in Bangladesh. Successful Marketing practices of Grameenphone are employed as a way to explain how such marketing utilization has solidified the companys branding strategies. The research seeks to analyze the impact of Grameenphone’s CSR activities on trust and loyalty and how well they are communicated to their customers as well as future customers. Lastly, the report covers the potential obstacles of Grameenphone in the process of rebranding in the evolving telecom sector and presents strategies for overcoming them.These findings can provide some valuable information regarding the process of brand positioning, customers’ perception, and strategic branding management for telecommunication business among the marketers, brand managers, and other stakeholders in the industry.