Marketing Strategy for Citycell Alap

Marketing Strategy for CityCell ‘Alap'

1.0 Introduction

1.1 Origin of the Report

The course instructor of Consumer Behavior, Mr. Syed Munir Khasru assigned us to develop a report on a particular product and design its marketing strategies with respect to the dynamics of Consumer behavior. We decided to work on the CityCell Digital's latest package – ‘Alap'.

1.2 Objectives

The main objective of this research is to find out the strategies to successfully establish and position ‘Alap'. In the process we will also

1. Analyze the current market situation and Alap's position

2. Identify the consumer characteristics of ‘Alap'

3. Identify how CityCell is influencing the target customers

4. See how ‘Alap' is attracting customers and

5. Set the strategies to create a more positive attitude towards the product.

1.3 Methodology

To get a fair view of the mobile phone service industry we have informally talked to a number of mobile phone users. Their comments reflected their needs, demands, need gaps and also their self-concepts and lifestyles. We have tried to get the most accurate information about the company strategy from the sources in the company. The findings have been shown in the following parts of this paper.

1.4 Scope of the Report

The report starts with an overview of the mobile phone industry, CityCell's position in it and what impact the introduction of ‘Alap' had in CityCell's position. During the development of this report we have tried to know not only about ‘Alap' but also about the competing packages i.e. Grameen and Aktel's similar services. We have tried to find out who are going for this new package and why they are going for it. At the same time we have tried to identify their ideas of personality and lifestyle. The survey gave us a view of the customers' needs, preferences and the problems they face while making purchase decisions.

The other important aspect of this report is the identification of the promotional strategies that the company is currently using to create a preference among its targets and the marketing strategies that it can undertake to have a positive influence on the consumer behavior.

1.5 Limitations

In conducting the study one problem was particularly critical – though we had