Presentation on the Case Study of Robi Axiata

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ARIFUR RAHMAN (07)KAZI AL I TAMADDUN (45)SADMAN PRODHAN (47)

M H ISHA AM HOSSAIN (52)SALMAN HOSSAIN KHAN (56)

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

Rebranding to Robi from Aktel

28th March 2010

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

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

Market Scenario

• 6 operators in the sector operating

Product Portfolio

• Pre-Paid Vs Post-Paid Service

• Robi 2G Data Plan

• Robi 3.5G Airtime Package

Pre Paid Post Paid

Joy 21Tarunno 26Aunonna 27Muhurto 31

Hoot Hut 32, etc

Postpaid pack 01Postpaid pack 02

Marketing Activities

• Conducts Market Research every 3 months

• Advertising– TVC– Radio– Newspaper– Magazines– Flyers– Brochures

• Public Relation– Popular Media Celebrities

Marketing Activities

• Sales Promotion– Packages– Offering– Gifts and Rewards

• Personal Selling

• Internet activities– Social Media– Website

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

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

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

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

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

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

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

Effect of Marketing Campaign of Robi

• The chart shows the effect of campaigning of Robi

• 2008 2009 2010 2011 2012 2013

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Number of Subscribers by year

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