Assignment on Grameenphone goes beyond from Staying Close

Submitted toKazi Mahfuz Mamtazur RahmanCourse Instructor

Sumbitted By

Nusrat Khondaker Id: 785

Institute of Business AdministrationJahangirnagar University

Grameenphone Goes Beyond:Grameenphone is one of the biggest brands of the country. It has the strongest and widest network which gives Grameenphone the opportunity to have the largest customer base. People are changing every day. Their expectation from the brand is also evolving. The new generation wants to move ahead in life availing all the opportunities life has to offer with the support of full extent of technology. They want to explore the new, modern world with diversified tools of internet, like social networking and other apps.. Grameenphone has always worked as an inspiration for the young generation of Bangladesh. Giving modern technological support to move ahead and keep peace with the changing world. It has launched its new communication; go beyond which is designed to help the new generation to move forward and enrich themselves, to push the boundaries and achieve their dreams and to go beyond and leave our footsteps wherever we go.

A press release says about Grameeenphone:

Go beyond will communicate companys commitment to serve the people of Bangladesh through contemporary and attractive communication services.

Visual Changes Graformeenphone used formal approach while addressing their customers. But with the new go beyond campaign they have introduced a modern informal approach to communicate with their customers. All the customer care centers, service centers, retail outlets have changed their interior and exterior promotional posters and billboards into go beyond.

In the TVC of Stay close ads we could mostly rural people but if we look at the latest ads of Grameenphone go beyond we can see the new generation. Who mostly stay in the city and are the representative of changing and evolving Bangladesh.

To popularize the new edgy slogan go beyond , all the commercial billboards, print ads has been focusing on the word go or cholo instead of thakun or stay. Like Gp also organized an event titled go free allowing the participants to explore a blend of music, games, gadgets and applications recently.

Like the cricket info details; go catch the excitement.

The use of 50 mm camera and Fantom camera to shoot the best quality videos for the TVC of the new campaign go beyond proves that Grameenphone always brings the future technology in order to facilitate progress in all aspect of the country.

The Script Making emotional TVC and RDC has always been the forte of Grameenphone. New Grameenphone ad focuses on both on the emotional aspect and the excitement of life. go beyond represents that the generation is open to any kind of thrilling challenges the life bring in front of them. There is nothing as much exciting as experiencing anything for the first time. The sky is not even the limit. Confusion should not be the barrier in the path our goals. Every boundary can be passed away if with the strength of technology. Let our dreams and journey towards making it happen, be seen by the world with the help of modern technology. The new commercial is created based on the new generations who wants no limitation and like to fly as far as they want. The new commercials of go beyond make people courageous to face the new challenges the world throws at them.

In our quest to move forward on our journey of achieving our dream that we believe to be our destiny, we do not want to be limited by any established norms. Rather, we prefer to let our spirit wander free and go beyond the set expectations to be who we want to be, do what we want to do and choose as we want to choose. Grameenphone understands and respects this powerful spirit of our customers and using it as a source of motivation has introducedthe new tagline go beyond.

The Gap between Stay Close and go beyondGrameenphones previous slogan Stay Close believed in keeping everyone together with power of GP connectivity. With this slogan GP has achieved a 40 million customer base. But the brand Grameenphone was getting too much serious in nature. Bangladesh is moving forward and so are the people of this country. So that is why GP came up with the thought that they should help Bangladesh to MOVE AHEAD. This new Bangladesh is more youth centric. The new slogan go beyond captures the essence of youth, their view towards life and competing with the international world. Combining the strongest network and new technology GP is offering new tools to keep peace with this changing and modern world. Stay Close showed conformity of life, where a mother who is living in village has the assurance of talking with her son over mobile phone. Whereas, go beyond gives the ability of sharing everything with the world. It gives one the chance to see the world along with the ability to be connected with the roots.

Stay close stood for specially connecting the customers no matter how far they are and go beyond stands for adventurous life a customer choose to fulfill their dreams. That is why GP is offering new products like : Exclusive Smartphone offer, Lets win a Smartphone, Go music, add colors to your life, Go on talking, GP brings mobile twitting, Facebook USSD,GP-Symphony tablet offer, Facebook sms with new features,25 paisa offer, Internet minipack double dhamaka, Micro Sim for Smartphone and Tab, GP Game Store

All the features mentioned are mostly internet and Smartphone based. That is why GP is also including Symphony smart phone and Symphony Tab in their offers which are featuring under the go beyond .

GP offered low priced handsets under STAY CLOSE slogans In commercial and billboards grameenphone brought about a huge difference. The advertisements of stay close were more emotional and close to heart, whereas the advertisements of go beyond is more exciting and adventurous.

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