Gp Audit
Executive summary:
This assignment is done to provide the user information on Brand Audit of GrameenPhone Ltd, the telecommunication company in Bangladesh. Telecommunication has been a booming industry during the last two decades. Gradually this industry is matching towards market saturation. So, brand audit is also become very important and complex as well. The four major players GP, Banglalink, Robi, and Airtel by name are implementing same unique and confidential branding strategies to grasp their existing customers, to extend market share and to make them unique in the market. GrameenPhone has been successful to build a superior image in comparison to the other operators. In other words, GP has a clear advantage over the competitors. GrameenPhone has some additional features in comparison to its competitors. It is playing a vital role to increase the subscribers of GrameenPhone. Another important thing is that GP users are mostly satisfied with the initial price of GP connections and handsets. Because, before GP’s introduction to the market, mobile phones were totally out of reach to the major part of the current market. Moreover, GrameenPhone subscribers are happy with the country wide network. So, GP conduct a brand audit whenever they are considering important shifts in strategic direction. Any marketing program investment like service research, development, design, trade or interactive marketing, publicity and public relations and employee training company should focus on that contribute to brand value development through customer satisfaction. Understanding customer mind-set can have important implications for marketing programs. Some important measures of the customer mind-set are: brand awareness, brand associations, brand attitudes, brand attachment and brand activity. On the other hand, besides another tools GP can use CBBE model (customer – based brand equity) to conduct their brand audit. Grameenphone also successfully maintain their brand point of
This assignment is done to provide the user information on Brand Audit of GrameenPhone Ltd, the telecommunication company in Bangladesh. Telecommunication has been a booming industry during the last two decades. Gradually this industry is matching towards market saturation. So, brand audit is also become very important and complex as well. The four major players GP, Banglalink, Robi, and Airtel by name are implementing same unique and confidential branding strategies to grasp their existing customers, to extend market share and to make them unique in the market. GrameenPhone has been successful to build a superior image in comparison to the other operators. In other words, GP has a clear advantage over the competitors. GrameenPhone has some additional features in comparison to its competitors. It is playing a vital role to increase the subscribers of GrameenPhone. Another important thing is that GP users are mostly satisfied with the initial price of GP connections and handsets. Because, before GP’s introduction to the market, mobile phones were totally out of reach to the major part of the current market. Moreover, GrameenPhone subscribers are happy with the country wide network. So, GP conduct a brand audit whenever they are considering important shifts in strategic direction. Any marketing program investment like service research, development, design, trade or interactive marketing, publicity and public relations and employee training company should focus on that contribute to brand value development through customer satisfaction. Understanding customer mind-set can have important implications for marketing programs. Some important measures of the customer mind-set are: brand awareness, brand associations, brand attitudes, brand attachment and brand activity. On the other hand, besides another tools GP can use CBBE model (customer – based brand equity) to conduct their brand audit. Grameenphone also successfully maintain their brand point of