1. 1
Introduction
Robi Axiata Limited is a dynamic and leading countrywide GSM communication solution
provider. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT
DOCOMO INC, Japan. Robi Axiata Limited, formerly known as Telekom Malaysia
International (Bangladesh), commenced its operation in 1997 under the brand name Aktel
among the pioneer GSM mobile telecommunications service providers in Bangladesh.
Later, on 28th March, 2010 the company started its new journey with the brand name
Robi. Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is
there for the people of Bangladesh, where they want and the way they want. Having the
local tradition at its core, Robi marches ahead with innovation and creativity. To ensure
leading-edge technology, Robi has the international expertise of Axiata and NTT
DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with
high speed internet connectivity. Its GSM service is based on a robust network
architecture and cutting edge technology such as Intelligent Network (IN), which provides
peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage
and multiple global partners for international roaming. It has the widest International
Roaming coverage in Bangladesh connecting 550 operators across 205 countries. Its
customer centric solution includes value added services (VAS), quality customer care,
easy access call centers, digital network security and flexible tariff rates. With its strengths
and competencies developed over the years, Robi aims to provide the best quality
service experience in terms of coverage and connectivity to its customers all over
Bangladesh. Together with its unique ability to develop local insights, Robi creates distinct
services with local flavor to remain close to the hearts of its customers.
2. 2
Vision
“To be the leader of telecommunication service provider in Bangladesh.”
Mission
ROBI aims to achieve its vision through being number „one‟ not only in terms of market share, but
also by being an employer of choice with up-to-date knowledge and products geared to address
the ever changing needs of the budding nation
Theme
ROBI extends its services to its customers and subscribers with the theme of spreading its power
to every individual and empowering them with their own strength.
Objectives
Number one Telecom Company in Bangladesh.
Have the largest coverage.
Have the greatest number of customer.
Researching and resolving customer highlighted issues and problems.
Retain valuable customers for the company as well as generate revenue and
increase company’s profitability.
Maintain a management culture of high performance and strong accountability.
Treat customers with courtesy, respect and consideration at all the times.
Slogan
3. 3
Situation Analysis
Robi posse’s good information about the market knows a great deal about the common
attributes of the most valued customer. Before launching its experienced and prompt sell
and marketing force observed the market carefully and better understood who is served,
what is their specific needs and the way to communicate with the customers need and
demand.
Market Needs
Robi is providing a wide range of services for its valued customers. The company seeks
following benefits that are important for its customers.
Quality Service
Robi is providing quality service to the employers. The customers don’t like the network
problem and slow networking system. Robi recruits high professional employees and
experts to make the network available for the customers. It is the company which expands
its network all over the country within the shortest period of time after starting its operation.
Robi is committed to its customer about the quality service.
Customer Service
Robi has both online and physical
4. 4
customer care service for its customers. The valued customer can solve the problems
over mobile phone dialing 121. It has also customer care service all over the country
mainly in the city areas. But the centers are too limited to meet the huge demand. Now at
this robi is expanding its customer care centers and upgrading its quality. Robi is
committed to meet the customer demand and problem as soon as possible.
Service at Low Price
Before Robi starts its operation the tariff was higher than any other period. At that time
the three mobile companies charged tk. 6 for per minute outgoing calls and tk.2 for per
sms. But the company was committed to provide quality service at a lowest price. As a
result Robi is the fastest growing telecom company in Bangladesh. This is because of
providing quality service at a lowest price.
Robi have started its first operation in Bangladesh in 2005. The products have been well
received and the marketing is the key to the development of its brand image as well as the
growth of the customer base. Robi now offering different packages for the customers but
at the begging year they offered packages as well as different mobile sets for the
customer.
Target Market
Organization that sells to consumer and business markets cannot appeal to all buyers in
those markets or at least not to all buyers in the same way. Buyers are too numerous, too
widely scattered, and too varied in their needs and buying practices.
Target Customer
Upper class
lower-
middle
class
Teenager
5. 5
In case of ROBI, from teenager to any age group; from lower-middle class to upper-upper;
from Teknuff to Tetulia regardless to race, religion, gender literacy level, life style or
personality any and every single person who is in need of a telephone line backed with
affordability spend the expense of possessing a mobile phone is their target market. This
indicates that in choosing market segment, segmental marketing is appropriate for them.
That means the company should recognize that buyers differ in their needs, perceptions,
and buying behavior. For this ROBI have made a various type of customization in phone
lines and phone set along with different prices are charged against each segment of the
target market. Below the various types of mobile phone sets, lines, prices and the billing
system offered by ROBI are discussed related to geographic, demographic, and psycho-
graphic segmentations.
Segmentation
Robi deals in an oligopoly market structure. Here the mobile companies have little or no
difference in commodities they sell. Therefore the packaging and marketing positioning
plays a vital role in business success.
Robi has segmented its market by using multiple bases. It has primarily done that on the
basis of demographic aspect. The key factors here are:
Relation
Income
Occupation
Robi then went for Behavioral segmentation, based on:
*Occupation
*User Status
*Income
*User Rate
*Relation
*Loyalty
6. 6
User status
User rate
Loyalty
Marketing Strategy and Marketing Mix
Product & Price
7. 7
Package
Robi has got different type of customer oriented packages for the customers. Robi mainly
two types of packages. They are
Pre-paid Packages
Post-paid Packages
Pre-Paid Packages
Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you the
freedom to use your mobile within your budget. It is an excellent way to speak your
language.
The products, robi Prepaid has network mobility feature which helps a subscriber to move
around where robi has its coverage.
Prepaid packages here
Rabi
Post-paidPre-paid
8. 8
DAMAL SAMAL 22
Damal samal 22 highlights
2 Robi Super FnF & 11 any operators Super FnF numbers
5 paisa/10 sec to 2 Robi Super FNF numbers for 24 hrs
11 paisa/10 sec to 11 any operators Super FNF numbers for 24 hrs
Robi Super FnF & any operators Super FnF tariff validity will be 11 days from
the recharge day
TARUNNO 26
Tarunno 26 highlights
Talk at only 8p/10 sec with one "Priyo" Robi
number!
Choose upto 3 FnF numbers and talk with them at only 9p/10 sec!
9. 9
ANONNA 27
Anonna 27 highlights
Choose upto 3 FnF numbers and talk with them at only 8p / 10 sec!
MUHURTO 31
Muhurto 31 highlights
Enjoy complete control over your calls with 1 second pulse!
Talk at only 1p/sec with your chosen Robi "Priyo" number!
Hoot hut chomok 32
Hoot hut chomok highlights
Upto 80% onnet discount and upto 52%
offnet discount
Lowest onnet tariff 4.17 paisa /10
sec and lowest offnet tariff 10 paisa/ 10
sec
Highest onnet & offnet tariff 13.67 paisa /10 sec
FnF : 13p/10sec to 3 Robi FnF numbers & 2 other local operator(s) FnF
numbers
For international calls, International charge and pulse applicable
Subscriber will enjoy the discount for local voice calls only
Pulse: 10 second
3% Supplementary Duty (SD) + 15 % VAT on price inclusive of SD applicable.
10. 10
Post-paid packages here
PACKAGE 1
Highlights
Enjoy 44p / minute to
your Robi FnF numbers,
& 68p / minute to other
operators FnF, 24 hours
a day!
Absolutely zero line
rent, without conditions!
Tariff Plan Package 1
Particulars Tk / minute
Outgoing 24 hours
To any local
operator number
1.00
To Robi FnF 0.44
To other operator
FnF
0.68
Line rent Free (No condition)
SMS Charge (to any
operator)
0.44
To International
(ISD)
Only ISD Charges; 15-second pulse
Pulse 1 second
11. 11
Tariff Plan Package 1
Incoming
From any number
worldwide
Free
Migration (free)
USSD : Dial *140*50# or SMS : Type 1 on &
send SMS to 8244
Maximum one migration per day
Note
3% Supplementary Duty (SD) + 15 % VAT on
price inclusive of SD applicable in all Tariffs
PACKAGE 2
Highlights
Talk
at only 5paisa/10sec
(30paisa/min), all day!
Absolutely zero line rent, without
conditions!
Tariff Plan Package 2
Particulars Paisa / 10 seconds
Outgoing 24 hours
To any local operator
number
15
To Robi Priyo 5
12. 12
Tariff Plan Package 2
numbers
Total number of Priyo 2
Line rent Free (No condition)
SMS Charge (to any
operator)
50
To International
(ISD)
Only ISD Charges; 15-second pulse
Pulse 10 second
Incoming
From any number
worldwide
Free
Migration (free)
USSD : Dial *140*51# or SMS : Type 25 on & send
SMS to 8244
Maximum one migration per day
Note
3% Supplementary Duty (SD) + 15 % VAT on price
inclusive of SD applicable in all Tariffs
Pricing Strategy
There are five heavy weight companies in the market and as a result robi has to be very
careful in setting the price of the packages.
We know there are two strategies to set price. Market skimming that is setting price at the
highest level that accompany can set. And the penetration pricing that is setting the lowest
price for the new product.
13. 13
Robi follows the penetration strategy to set the price. Robi offers the lowest price in the
market. Because of the market is very competitive and the company has to hold the
market share. On the other hand the consumers want the cheaper rate. As a result the
company selects the lowest price and become successful in this regard.
Market Positioning
Falling in love! As entrepreneurs, we do it every day. Our passionate belief in, and
commitment to, our product (or service) makes all things seem possible. The most
successful entrepreneurs learn to transform their passion into position.
Positioning is a perceptual location
Close to customer Accommodation
Commercial area
Magnificent Pleases
It's where your product or service fits into the marketplace. Effective positioning puts you
first in line in the minds of potential customers. As individuals, we continually position
ourselves. The responsible older sibling, the class clown, a number cruncher, a super
genius are all examples of positioning. These identifiers help us define ourselves and
distinguish our abilities as unique and different from other people.
Positioning is a powerful tool that allows you to create an image. And image is the outward
representation of being who you want to be, doing what you want to do, and having what
you want to have. Positioning yourself can lead to personal fulfillment. Being positioned by
someone else restricts your choices and limits your opportunities.
That's why it's so important for entrepreneurs to transform their passion into a market
position. If you don't define your product or service, a competitor will do it for you. Your
position in the market place evolves from the defining characteristics of your product. The
primary elements of positioning are:
14. 14
Promotional Activities
Robi has taken on diversified promotional activities, ranging from television
advertisements to billboards, from special festival offer to public transport sponsorships.
Robi has classified its promotional activities into two lines:
I. ATL (Above the Line)
II. BTL (Below the Line
Above the Line
ATL activities include billboard promotion, newspaper & TV advertisement, event
sponsorship, bus and event based packages. These promotions are described below-
Billboard
15. 15
Billboards are visual media used for promotion and are found passing through a major
roads. These billboards of Robi generally include its call rates or charges. Billboards are
very effective for attracting general customers.
Newspaper
Newspapers are the most powerful media to reach to the mass. Robi is now continuing its
promotional activities in the renowned Bengali & English dailies. In the newspapers, Robi
generally includes their latest packages and offers they are going to their customers.
TV advertisement
16. 16
It seems to be the major promotional activities for robi. Various advertisements of robi can
be seen now and then on the renowned TV channels showing positioning facilities,
customer's opinion about their service and network coverage.
For example the 'ladies first' sim advertisement shows women of all walk of life and the
necessity of conversation by mobile for her and robi is providing minimum charge.
Event sponsorship
Robi is also promoting and trying to position its product in customers mind by sponsoring
some special events. Some of the special events are following on which it has sponsored:
17. 17
Bus
Robi also sponsored in communication system. For example Robi sponsors in Rajdhani
Express Super Bus. That is the reason Robi logo is painted all over in this bus.
SWOT Analysis
18. 18
Strength
Robi has some separatestrength by which it is
rapidly increasing its market share and
attracting customer.
Low call rate
Large network coverage
Large investment
Low sim rate
Good number of media partner
Company image
Existing Channel
Well management capability
Expert marketing people
Skilled worker
Capability to finance
Weakness
It also has some weakness by which its
performance is being greatly hampered.
Lack of experience
Short of sales people
Newly established
Small number of customer
No brand reputation
Bad reputation ‘Sheba”
Opportunity:
New products idea
Large market Availability of raw
materials
Bankable project
Low price of raw materials
Good amount of reinvestment
Good support from mother company
High technological networking system
19. 19
Large number of customer
Could develop new product
Profit margin will be good
Could seek best supplier deals
Threats:
There also some future threats for Robi,
which can kick off Robi from operations.
So, Robi should tactfully overcome these
threats
Existing competitor
Political unrest
Extortion and rising crimes
New competitors
Recommendation
We recommend this point for robi to develop its product & service.
Making new package
Ensure strong network
Making low Price
20. 20
Build strong customerrelationship
Satisfaction customerservice
Home delivery service
Add new features
Conclusion
With an aspiring enterprise mission, objective and operational oversight, Robi can acquire
a domain of influence. At the same time, it has to maintain some general operating
policies and procedures like- employee insurance plan or a corporate wide
communications system.
The positioning of mobile companies is mostly determined by network service and
coverage. Then it needs to develop the features of the products and value additions to
achieve comparative advantage in market competition. The more mobile companies
expand their coverage and maintain quality, the better the products acquire position in the
market. Robi gives the highest importance on the quality of the coverage to ensure that
the customers have the best experience while using the service.