Grameenphone's Network: Essentiality redefined

Grameenphone, the leading telecommunications operator in Bangladesh, found that its subscribers were taking the high quality of the network - the only one with nationwide coverage - for granted and consequently saw little reason to pay the premium rates charged.

Grameenphone's Network: Essentiality redefined

Ummiya Rahman and Shafquat Wasi Ahmed

Campaign details

Brand owner: Grameenphone LtdBrand: GrameenphoneAgency: Grey Advertising BangladeshCountry: BangladeshChannels used: Newspapers, Radio, TelevisionMedia 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...

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