Grameenphone's Network: Essentiality redefined

Ummiya Rahman and Shafquat Wasi Ahmed

Campaign details

Brand owner: Grameenphone Ltd
Brand: Grameenphone
Agency: Grey Advertising Bangladesh
Country: Bangladesh
Channels used: Newspapers, Radio, Television
Media budget: Up to 500k

Executive summary

Grameenphone Ltd is the largest telecommunication operator of Bangladesh, having the majority market share to date and 36,493,000 subscribers as of December 2011. The company also charges a premium tariff rate compared to other operators. In 2009, the brand preference was going down and the high tariff rate was becoming a problem for the subscribers.

Grameenphone, having a nationwide network coverage, wanted to disrupt the market through media communication. Subscribers were taking the quality of the network for granted; as a result, they found no good reason to pay premium rates and there was increase in dissatisfaction towards Grameenphone.