Digital Enabler: Philip Kotler’s case study on Grameenphone’s journey to benefit new era marketers

An MoU has been signed recently between Grameenphone, Northern Education Group (NEG), country partner of Kotler Impact and Asiatic Mindshare Bangladesh, media partner of Grameenphone, centring a special textbook titled “Essentials of Modern Marketing” (EOMM) by Professor Philip Kotler and his associates is to be written and published in 2022. The journey, which started off as a social enterprise 25 years ago with a vision to empower societies through connectivity and minimize the digital divide and inequalities is today a household name, providing more than just connectivity. The book will illustrate Grameenphone’s success case in Bangladesh in the local edition which will inspire new era marketers to take inspiration from the entrepreneurial mindset and social impact of the company to do great things for the nation going forward.
The signing ceremony took place at the GP House, where Yasir Azman, CEO, Grameenphone; Mohammad Sajjad Hasib, CMO, Grameenphone; Solaiman Alam, CDSO, Grameenphone; and Nafees Anwar Chowdhury, Head of Marketing, Grameenphone; Zahiduz Zaman, Head of Digital Channel and Distribution, Grameenphone; were present. On behalf of Northern Education Group – Professor Dr. Anwar Hossain, Vice-Chancellor, Northern University Bangladesh (NUB); Prof. Dr. Nazrul Islam, Pro-Vice-Chancellor, NUB; Saad Al Zabir Abdullah, Director, Dept of IT, NUB and Zayed Iqbal Abir, Coordinator of EOMM project; also joined the signing ceremony. As the media agency of Grameenphone, Asiatic Mindshare Ltd. was represented by their Managing Director Morshed Alam, and Executive Director, Tusnuva Ahmed, at the event.
During the event, Yasir Azman, CEO of Grameenphone expressed his delight and said, “With the ongoing technological advancement in the country, the digital lifestyle of the people is evolving. MyGP understands the increasing digital needs of the people and has played a pivotal role in supporting digital inclusion and enabling digital advancement. It gives us immense joy to have our flagship app featured in Philip Kotler’s book. We hope the journey of MyGP inspires new era marketers.”
Professor Dr. Anwar Hossain, Vice-Chancellor, Northern University Bangladesh (NUB) and country partner of Kotler Impact, said, “NUB celebrates this historic moment of MOU signing with Grameenphone on EOMM as a landmark in our ties with the corporate world.”
Grameenphone as a tech service leader and connectivity partner to Digital Bangladesh has submitted the success story of MyGP, a flagship app of GP which provides personalized content for users, brings innovation, and has opened doors to unbound modern possibilities. Currently, MyGP caters as an instant digital partner to over 15 million monthly active users, catering to their various basic self-service needs and enhancing their lives with various entertainment and lifestyle solutions with just a few taps. The MyGP case study presented in “Essentials of Modern Marketing,” is expected to benefit thousands of graduates and undergraduate students, professionals, practitioners, and executives in Bangladesh and other countries in South Asia academically and intellectually. The book will have printed copies and will also be available on Amazon.com in 2022.