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March 4, 2012

To: From:

Bobby Hajjaj (BHj) Esha Das

Faculty, School of Business ID # 081 733 030

North South University BUS 498: Internship

Subject: Request to conduct the research on- “The Effectiveness of the Churn Back

(Reactivation) Campaigns of Grameenphone in comparison with Airtel and Banglalink based on

Consumer Preferences & Value Perception.”

Introduction:

Grameenphone widely known as GP is the leading telecommunications service provider in

Bangladesh. With more than 32 million subscribers (as of June 2011), Grameenphone is the

largest cellular operator in the country. It is a joint venture enterprise between Telenor and

Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed

microfinance organization and community development bank Grameen Bank. Telenor, the

largest telecommunications company in Norway, owns 55.8% shares of Grameenphone;

Grameen Telecom owns 34.2% and the remaining 10% is publicly held. Grameenphone was the

first company to introduce GSM technology in Bangladesh. It also established the first 24-hour

Call Center to support its subscribers. With the slogan Stay Close, stated goal of Grameenphone

is to provide affordable telephony to the entire population of Bangladesh.

At present, the whole scenario of telecom industry is now changing and majority of the people

now have two or more SIMs (same or other operators) and they are called Multi-Simmers

according to the telecom industry. As a result, Grameenphone is now facing some problems

regarding subscribers switching or deactivating their MSISDNs (SIMs) and to attract those

subscribers they have to launch churn back campaigns at a regular basis. However, in reality,

subscribers are not getting attracted to these offers, and even if they activate their SIMs, after the

offer expires they again deactivate their respective SIMs. It is actually happening to all the other

players in the Telecom industry. Therefore, Grameenphone needs to find out the effective way to

retain their previous subscribers and also to sustain them.

Realizing the problem of Grameenphone Ltd., I intend to do my internship report to analyze the

effectiveness of the churn back campaigns (Reactivation) offers that Grameenphone, Banglalink

and Airtel are now giving to the subscribers based on consumer preferences & value perception

and also try to find out the preferences towards service bundling offers.

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Objectives:

Broad Objectives:

The main objective of conducting the research is- To find out the effectiveness of the Churn Back

(Reactivation) Campaigns of Grameenphone in comparison with Airtel and Banglalink based on

consumer preferences & value perception.

Specific Objectives:

In order to attain the broad objective, a step-by-step process is required to be followed. Hence, I

have broken down my main objective into smaller objectives and assigned specific objectives for

each step of my research work. They are as followed:

To find out the reasons that are working behind the deactivation of their

respective MSISDNs (SIMs)

To find out an effective way of bundling service offers that will attract the

subscribers, who have already deactivated their SIMs.

To find out how the consumer/subscribers preferences and value perception of the

Multi-Simmers vary among different telecom operators in terms of Churn-Back

Campaign.

To find out the decision aspects that varies by user segments depending on

demographics.

Significance of the Study:

Although Grameenphone are continuously trying to attract the subscribers to activate their SIMs

but it is not actually working as per their strategy. What actually happens is that subscribers

reactivate their MSISDNs as long their campaign is on process. By this study, Grameenphone

will get to know about the market dynamics and the direction and conditions about the current

market and the subscribers. In addition, they will get to know the effective ways to make their

service bundling more attractive to the subscribers. Through this research, GP will get to know

how to maximize the value of the service and will be able to provide right bundle to the right

subscriber.

Expected Findings or Hypothesis:

There will be several hypotheses for this research that I want to prove through my research work.

Prepaid subscribers are more prone to deactivate their SIMs and switch to other operators

than Post-paid subscribers because for prepaid subscribers tariff is working as one of the

most important factors.

Subscribers prefer midterm or long-term offers more rather than short-term campaign

offers to reactivate their MSISDNs. Long-term/ mid-term campaigns are most effective to

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lure the subscribers to reactivate their respective SIMs again and it is an effectual way to

sustain them in the long run.

Research Methodology:

The research work will include both primary and secondary research.

Types of Data:

To conduct my research work, I will use both primary and secondary data. The secondary data

will have both qualitative and quantitative parts.

Data Collection Procedure:

Secondary Data:

The source for secondary research will include exploring any sources of

information already available relevant to my research problem. Secondary sources

will include journals, recent newspaper articles, online articles, websites, blog

posts, recent reports provided by GP etc. Also I will use the information that will

derive from www.grameenphone.com.

Primary Data:

I will conduct my primary research through sample survey questionnaires and

through unstructured interview. In my unstructured interview, I will talk with 5

Multi-Simmers to get the initial findings of my above hypotheses. Then I will

proceed with survey questionnaires to test my hypotheses.

Sample Design:

Sampling Techniques:

For sample procedure, a non-probability sample will be chosen from the

population. More specifically, a convenience sampling will be followed here. The

questionnaire will be designed to extract appropriate data relevant to my research

problem and objectives. The statistical data analysis and findings will enable me

to answer the research questions and judge the validity of related hypotheses. The

primary research will be mainly based on sample survey questionnaires with a

sample size of n=120

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Sample Size:

The primary research will be conducted in two phase. For unstructured interview

the sample size will be n=5. The other phase which will be mainly based on

sample survey questionnaires with a sample size of n=120.

Sample Location:

The sample survey will be conducted only within Dhaka Metropolitan City.

Statistical Analysis & Presentation:

Various statistical tools will be used for the analysis of the research questions

incorporated in the survey questionnaire. The statistical tools may include

frequency test, percentage, t-test, z-test, ANOVA, correlation, and regression

analysis, according to the requirement of the study. The finding obtained and

interpretations will be presented through flowchart, graphs, pie chart, bar-

diagrams and tables as appropriate.

Limitations of the Study:

There are several constraints related to my research paper. First of all, time is a major constraint

as I have to submit my research paper one week before my completion of my internship at

Grameenphone. Second of all, I cannot conduct the research at rural areas, so I will not be able to

find out what the rural people think about this issue. Moreover, for sample & financial

constraints, I may not be able to get the actual scenarios of telecom industry.

Budget of the Study:

Financial Budget:

I do not have any source of funding of this study. Therefore, I will manage by myself all

sorts of financial requirement for my report.

Time Budget:

I have started working on the project on March 1, 2012 and expecting to complete the

final paper on April 6, 2012. It is expected within a total of 35 days. Following is the

allocation of time to different phases of my research work.

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Request for Approval:

I request your permission to write my paper on the above topic. I will welcome any suggestions

you have about my selection of topic, my organizing my paper on it, and my identification of

research materials and resource.

Day Research

Proposal

Desk

Research

(Secondary

Data)

Preparation of

sample Survey

Questionnaire

Conducting

Survey

(Primary

Data)

Analysis

of

Primary

Data

Preparation

of Final

Report

Submission

of Report

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