The Branding and Promotional Activities Performed by Bangladeshi Mobile Financial Service Provider: A Study On bKash Limited

Abstract

bKash Limited is a limited liability company specially created to provide mobile financial services in Bangladesh. Its mission is to provide customers with an accessible, adequate, affordable and consistent financial service. The main objective of development is to guarantee broad financial services to the people of Bangladesh. In addition, it is very difficult for people in rural areas to have access to conventional financial services. That's why he's particularly interested in low-income groups across the country. bKash has come up with some products and services to make people's lives easier. Well, bKash has established his own identity and has grown. It is very good news that bKash now serves 3 lakhs of large customers group through 2 lakhs of its agents and successfully covers 64 districts. Now people can easily send money, pay bills, shop through development. bKash believes that customers/customers are the power of it. Thus, they are committed to providing quality services to their consumers. Although development is growing rapidly at the same time, the market is becoming more competitive. Therefore, bKash is trying to promote the brand by using various promotional activities to increase customer loyalty and increase customer base. The report has in total of four chapters but has focused in a single purpose which is how bKash, the largest mobile financial service of Bangladesh, has become so popular. We know that to be a well-known brand, promotion of the product and services plays a vital role.In fact, Promotion is a key element in conveying the benefits of a product or service to customers. Well-designed branding and promotion strategies ensure long-term success, attract more customers and ensure business profitability. Therefore, analysing the Branding and Promotion strategies of bKash can deliver the true essence of how the company have become so successful in these years. The report also includes few recommendation at the end of the report that may help bKash to improve its position more in the up-coming days.