Telecom

1. Presentation on the Case
Study of Robi Axiata Limited
SUBMITTED BY:
BATCH: 48D
ARIFUR RAHMAN (07)
KAZI ALI TAMADDUN (45)
SADMAN PRODHAN (47)
M HISHAAM HOSSAIN (52)
SALMAN HOSSAIN KHAN (56)

2. Company Profile
• Brand Name: Robi
• Brand Type: Telecom
• Brand Type: Joint venture between “Axiata Group
Berhad, Malaysia” (92%), “NIT Docomo Inc,
Japan” (8%)
• Inception: 1997
• Consumer Base: 23 million+
• Market Position: 3rd

3. Rebranding to Robi from Aktel
28th March 2010

4. Reasons Behind Rebranding
• Aktel had 10.35 million subscribers as
of February, 2010
• Aktel was in second position but its call
tariff could not attract people
• Meantime another Brand, named
Banglalink came out and tried to
attract people
• Aktel started loosing customer base to
Grameenphone and Banglalink

5. Reasons Behind Rebranding
• By changing the name to a Bengali word
ROBI, the company aimed to align its
services with local culture and tradition
• Robi means the Sun as well as it resembles
with the famous poet Rabindranath Tagore
• Purpose of rebranding was to focus on rural
penetration and bring products like m-
commerce, m-marketing and m-remittance

6. Market Scenario
• 6 operators in the sector operating

7. Product Portfolio
• Pre-Paid Vs Post-Paid Service
• Robi 2G Data Plan
• Robi 3.5G Airtime Package
Pre Paid Post Paid
Joy 21
Tarunno 26
Aunonna 27
Muhurto 31
Hoot Hut 32, etc
Postpaid pack 01
Postpaid pack 02

8. Marketing Activities
• Conducts Market Research every 3 months
• Advertising
– TVC
– Radio
– Newspaper
– Magazines
– Flyers
– Brochures
• Public Relation
– Popular Media Celebrities

9. Marketing Activities
• Sales Promotion
– Packages
– Offering
– Gifts and Rewards
• Personal Selling
• Internet activities
– Social Media
– Website

10. Inspirational Campaigns
• Robi is the leading mobile operator to enlighten
the society through their marketing campaigns
Such as
– Ebar Hobei
– Ami Deshpremic
– One good deed can ignite a million

11. Inspirational Campaigns
• “Ebar Hobei” campaign inspired the people to see
beyond the traditional use of mobile technology
and help unleash the power within the individuals
to bring about a change
• “Ami Deshpremik” portrays the patriotic spirit in
the hearts of millions of Bangladeshis by resisting
the wrongdoings occurring in their surroundings
by providing correct information to the media and
relevant authorities

12. Marketing Campaign of Robi
Network
• Robi's remarkable advertisements was “Robi
Nachorbanda Network” which actually directed
when its Geographical coverage was increased to
89% and population coverage increased to 98.7%
in 2011

13. Marketing Campaign of Robi
Network
• Most popular TVC of Robi is “Seiram Clear”
featuring clear network of Robi
• Several funny and interesting TV commercials are
made describing how important the network is to
communicate clearly
• “Dat (or Badh) Bhainga Gese” is one such popular
Ad

14. Product Specific Marketing
Communication
• Marketing of new and existing products and
packages and Call rates
• Some popular marketing campaigns are
– Robi postpaid package Udoy
– Robi Sorol (prepaid)
– Damal Samal (prepaid)
• The single most popular value added service of
Robi is its internet package

15. Product Specific Marketing
Communication
• Substantial amount of budget is invested to
promote Robi 3.5G internet service
• Coverage is set to grow to more than 60% of
customer base within the first quarter of 2014
• The company is using every MC tool to highlight
Robi 3.5G as symbol of speed and omnipresence

16. Effect of Marketing Campaign of
Robi
• Initially many of Robi customers were not satisfied
with the new name of their network
• But at the end Robi is successful by ensuring the
steady growth of their subscribers through
rigorous comprehensive campaigns
• However there is no drastic change in the trend of
number of subscribers
• The company incurred much marketing
expenditure on marketing programs that are not
specific to Robi’s product and services

17. Effect of Marketing Campaign of
Robi
• The chart shows the effect of campaigning of Robi
• 2008 2009 2010 2011 2012 2013
0
5
10
15
20
25
30
Inmillion
Number of Subscribers by year