Year of Investment/Shareholding

Nature of Business

Subscribers

Technology Deployed

1995/70.0%

Cellular

11.9 million

GSM, GPRS, EDGE

Robi is a dynamic and leading countrywide GSM communication solutions provider and is a joint venture company between Axiata and NTT DoCoMo of Japan.

The company commenced operations under the Aktel brand on 15 November 1997 and embarked on a new journey with the brand name of Robi on 28 March 2010.

Robi was the first mobile operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh.

Robi aims to provide the best, in terms of coverage and connectivity to its customers all over Bangladesh.

ROBI’S AIM IS TO BE ONE OF THE TOP

PLAYERS WITHIN THE NEXT FEW YEARS

PROVIDE THE BEST QUALITY SERVICE IN TERMS OF COVERAGE AND CONNECTIVITY TO ITS CUSTOMERS

Creative

Open

Respectful

Ethical

Simple

Passionate

Ownership

Transparent

Unique: Robi is people centric

SWOT ANALYSIS: A Two Stage Competitive ApproachGeneric Approach

Competitor Information

Web Addre

ss

Employees

Annual

sales

Revenue

NetIncom

e

Asset Liabilities

Business

value

StockValue

Robi(my

company)

www.robi.com.bd

2100 2940core

15350million

857million

50145million

25405million

N/A N/A

Grameen

phone

www.grameenphone.com

MoreThan4800

5890core

35810million

4833core

105335

million

58450million

N/A 46885million

Banglalink

www.banglalinkgsm.

com

5000 3120core

19945.5

million

N/A 6658core

2869core

N/A N/A

SWOT Comparison Sheet (Strengths)

Strengths Robi GrameenPhone

Banglalink

What are your coreCompetencies?

LowerTariff

NetworkCoverage

LowerTariff

What are yourBusiness

advantages?

No credittransaction

Marketleader

QualityService

Where are you making the most

Money?

Value addedservice

ProvidingInternetService

Airtime

What are youdoing well?

Customeracquisition

Networkcoverage

CorporateBusiness

SWOT Comparison Sheet (Weaknesses)

Weaknesses Robi GrameenPhone

Banglalink

What areas areyou avoiding?

Marketpenetration

Low tariff Internet

Where do you lack

resources?

BTS N/A BTS

What are youdoing poorly?

Rural areas Customersatisfaction

Network coverage

Where are youlosing money

Seam sales Seam Sales

What needs improvements?

Networkcoverage

Tariffcost

NetworkQuality

SWOT Comparison Sheet (Opportunities)

Opportunities Robi GrameenPhone

Banglalink

Any beneficial trends?

Improvement of Networkquality

GrowingInternet

Aggressive improvement

Of network quality

Niches thatcompetitors are

missing?

PCO Cell phone N/A

New technologies? 3GNetwork

3G 3G

New needsOf customers

Attractivetariff

Attractivetariff

Clear VoiceCalls

SWOT Comparison Sheet (Threats)Threats Robi Grameen

phoneBanglalink

Obstacles toOvercome?

Fiber opticNetwork Problem

Fiber opticNetwork Problem

Fiber opticNetwork Problem

AggressiveCompetitors?

Yes NO YES

SuccessfulCompetitors?

Yes NO YES

Negative economicConditions?

InflationPolitical influence

Inflation Political influence

Inflation Political influence

Government regulation?

Bangladesh Telecommunication

Act

Conflict between industry growth and

Dreams of digital BD

Bangladesh TelecommunicationAct

Changing business climate?

Increasing competition

Changing customers need

Increasing competition

Changing customers need

Increasing competitionChanging customers need

Vulnerabilities? PowerSupply

Uncertainty regardingRenewal of license

PowerSupply

 

Entry Barriers Exit Barriers

Mobility Barriers  

Suppliers Power High 1. Switching cost for Robi is high2. No. of suppliers is low3. Controls power is high.

Profitability Low

No. Of Competitors Few1.Grameen Phone2.Banglalink3.Warid4.Citycell5.BTCL6.RanksTel7.Dhaka Phone

Profitability

Buyers Power High1. Bargaining power 2. Switching cost3. Organized buyers

Profitability Low

 

No. Of substitutes1.Land phone2.Walky talky

Profitability High

 

 

DEMOGRAPHIC SEGMENTATION

1. Professional:

2. Social Class:

BEHAVIORAL SEGMENTATION

1. User Status:

2. Usages Rates:

STUDENTS

BUSINESS ENTREPRENUERS

Positioning means occupying a distinct place in consumers mind. ROBI positions through product differentiation. In two steps:

Identifying Competitive Advantage

How many difference to promote

Robi identified that they will get advantages from airtime especially from the students and small entrepreneurs.

Because they wants easy packages and lower tariff, and Robi make it for them .

The lower tariff facilities

Best network.

Easy load

Monthly bonus

Lifetime validity

5 FnF numbers also in other operators.

Lower cost for using internet for student package

Marketing Mix of Robi

PeoplePolite

EnergeticProactive Enthusiastic

PlaceChannelsCoverageLocations

Transportation

PromotionAdvertising

Sales PromotionPublic Relation

PriceCompetitor Pricing

DiscountPayment period

ProductVariety CheapFeatureFeaturesDesign

Marketing Mix

Product:

Product

Pre-paid Post-Paid Corporate

Robi Prepaid:

Prepaid Kingdom of Robi offers all its Prepaid customers: Single prepaid package with the best rates in the market Different tariff plans in one package to meet different types of needs Instant, easy & multiple migration facility from one tariff plan to another5 FnF to any operator mobile with one Robi partner facility Full BTCL connectivity with FREE BTCL incoming Extended and simplified refill validity for ease and freedom Nationwide EasyLoad facility Nationwide high speed internet connectivity All available Value Added Services (e.g. SMS, MMS, GoonGoon, ringtone, wallpaper, games, animation downloads)

Robi Postpaid: 1.There will be two plans Simple Plan and Normal Plan.

2. Exemption of line rent Tk. 100/month, if monthly airtime usageexceed Tk.500 (excluding monthly subscription fee) or if customer Subscribes unlimited GPRS

3. Normal plan customers can add up to 5 FNF numbers to any operator including one BTCL number

4. Tariffs are exclusive of VAT

5. For ISD 15 sec pulse from 1st minute applicable

Robi Corporate:

The wide range of Corporate Packages to fulfill your needs

Zero security deposit with NO monthly line rent.

Convenient bill payment options.

Robi Corporate Insurance Policy

Some other facilities:

Friends and Family (FnF)

Customized Credit Facility

Itemized Bill

Dedicated Corporate Customer Carehelpline

Roaming

Price:Plan for Pepaid:

Package price Tk. 148

Welcome gift of Tk. 50 talk-time (applicable for any purpose) and 500 SMS (applicable for only Robi number) upon activation

Activation talk-time validity: 60 days

Free SMS validity: 15 days

Default tariff plan will be Shoccho (formerly known as Simple Plan) (with migration facility)

Available at Robi sheba, Robi sheba Point & all the mobile outlets nationwide

Plan for Postpaid

SIMPLE PLAN ParticularsTK/minOutgoing24 hours To Robi0.68To Other Operators0.68To BTCL (Local/NWD)0.68SMS charge (to any operator)0.48To International (ISD)

*Only ISD ChargesIncomingFrom any number

worldwideFreePulseOutgoing60 sec from 1st minute

NORMAL PLANParticularsTK/minOutgoing24 hours To Robi1.00To Other Operators1.00To BTCL (Local/NWD)1.00FNF (5 No)0.68Partner (1 Robi No)0.25SMS charge (to any operator)0.48To International (ISD)Only ISD ChargesIncomingFrom any number worldwideFreePulseOutgoing30 sec from 1st minute

Place:

Robi has now extended its customer service delivery to 443 Channel Partners across the country.

Customer care center in different division :Barik Building Moor Barista Bogra CDA Avenue Comilla Cox's Bazar Dhanmondi Feni Gulshan1 etc.

Promotion:

Current Offers:

Robi prepaid customers (excl. EasyLoad, Uddokta, Corporate) who has not used their connection in minimum period

60sec pulse applicable

Robi brings another new exciting tariff plan for its prepaid mass customers through which they can enjoy lowest on-net tariff and

thus can talk more and save more.

Promotion (Cntd):

Any prepaid customer can get itemized bill for his/her prepaid numberThey have set up many bill boards through out the country.They have used different media for the mass production e.g. Television, radioThey made some rallies in order to promote their product.Prepaid service in same postpaid number.

People:

Energetic, Proactive, Enthusiastic, Result oriented individuals who will be able to uphold the values

of the organization by following the Creative, Open, Respectful, Ethical, Simple, Passionate, Owner and Transparent.

Process

Purchase a Robi connection from any of Robi Customer Care Centers or authorized dealers / Robi Touch Points

Duly filled in new Registration Form with customer’s signature

2 attested copies of recent passport-size color photographs

Proof of Identification (NID and Passport (for foreigner).)

Proof of Address (Copy of recent Electricity, WASA, Telephone Bill etc.)

Connection charges (package price)

Physical Evidence

Logo

24 Hour HelplineCusomer care BillboardRobi Care pointBrand color (red)Robi Use Red Bag For PackagingThe Employee of Customer touch point always wear Red tee-shirtRobi engages itself in various types of Corporate Responsibility (CR) programs for Physical Evidence

Sales force Control

Robi has some energetic sales people. they are act as bridge to the customers to the organizanation.

Robi provides gift to customer through there sales people.

Distribution control

Robi has many distribution houses which are very much aligned. They act as a partner of retailers to provide better customer service. Distribution houses are located in every area of Bangladesh. For example in Dhaka they have divided Gulshan area in five different zones. This zones are solving all the third party problem like-Easy load problem.