Marketing Plan (Robi)

Year of 1995/70.
0%
Investment/Shareholding
Cellular
Nature of Business
11.9 million
Subscribers
GSM, GPRS, EDGE
Technology Deployed
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 Approach
Generic Approach
Competitor Information
Web Emplo Annua Reven Net Asset Liabili Busine Stock

Addre yees l ue Incom ties ss Value
ss sales e value
Robi( www.r 2100 2940 15350 857 50145 25405 N/A N/A
my obi.co core million million million million
compa m.bd
ny)
Gram www.g More 5890 35810 4833 10533 58450 N/A 46885
een ramee Than core million core 5 million million
phone nphon 4800 million
e.com
Bangl www.b 5000 3120 19945. N/A 6658 2869 N/A N/A
alink anglali core 5 core core
nkgsm. million
com
SWOT Comparison Sheet (Strengths)
Strengths Robi Grameen Banglalink

Phone
What are your core Lower Network Lower

Competencies? Tariff Coverage Tariff
What are your No credit Market Quality

Business transaction leader Service
advantages?
Where are you Value added Providing Airtime

making the most service Internet
Money? Service
What are you Customer Network Corporate

doing well? acquisition coverage Business
SWOT Comparison Sheet (Weaknesses)
Weaknesses Robi Grameen Banglalink

Phone
What areas are Market Low tariff Internet
you avoiding? penetration
Where do you BTS N/A BTS
lack
resources?
What are you Rural areas Customer Network coverage
doing poorly? satisfaction
Where are you Seam sales Seam Sales
losing money
What needs Network Tariff Network
improvements? coverage cost Quality
SWOT Comparison Sheet (Opportunities)
Opportunities Robi Grameen Banglalink

Phone
Any beneficial Improvement of Growing Aggressive

trends? Network Internet improvement
quality Of network quality
Niches that PCO Cell phone N/A

competitors are
missing?
New technologies? 3G 3G 3G
Network
New needs Attractive Attractive Clear Voice

Of customers tariff tariff Calls
SWOT Comparison Sheet (Threats)
Threats Robi Grameen Banglalink
phone
Obstacles to Fiber optic Fiber optic Fiber optic

Overcome? Network Problem Network Problem Network Problem
Aggressive Yes NO YES
Competitors?
Successful Yes NO YES
Competitors?
Negative economic Inflation Inflation Inflation
Conditions? Political influence Political influence Political influence
Government Bangladesh Conflict between Bangladesh Telecommunication
regulation? Telecommunication industry growth and Act
Act Dreams of digital BD
Changing business Increasing Increasing Increasing competition
climate? competition competition Changing customers need
Changing customers Changing customers
need need
Vulnerabilities? Power Uncertainty regarding Power
Supply Renewal of license Supply
Entry Barriers
Exit Barriers
Mobility Barriers
Suppliers Power High No. Of Competitors Few Buyers Power High

1.Grameen Phone 1. Bargaining power
1. Switching cost for Robi 2.Banglalink
2. Switching cost
is high 3.Warid
3. Organized buyers
2. No. of suppliers is low 4.Citycell
3. Controls power is high. 5.BTCL
6.RanksTel Profitability Low
Profitability Low 7.Dhaka Phone
Profitability
No. Of substitutes
1.Land phone
2.Walky talky
Profitability High

DEMOGRAPHIC BEHAVIORAL
SEGMENTATION SEGMENTATION
1. Professional: 1. User Status:

2. Social Class: 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
Product
Variety
Cheap
Feature
Features
Design
People Price
Polite Competitor Pricing
Energetic Discount
Proactive Enthusiastic Payment period
Marketing Mix
Place Promotion
Channels Advertising
Coverage Sales Promotion
Locations Public Relation
Transportation
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
another
5 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 usage

exceed 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 PLAN
ParticularsTK/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 number
They have set up many bill boards through out the country.
They have used different media for the mass production e.g. Television,
radio
They 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 Helpline
Cusomer care
Billboard
Robi Care point
Brand color (red)
Robi Use Red Bag For Packaging
The Employee of Customer touch point always wear Red tee-
shirt
Robi 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.

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Marketing Plan (Robi)

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Year of 1995/70.

The company commenced operations under the Aktel brand on 15

Robi aims to provide the best, in terms of coverage and

PROVIDE THE BEST QUALITY SERVICE IN TERMS OF

Web Emplo Annua Reven Net Asset Liabili Busine Stock

Strengths Robi Grameen Banglalink

What are your core Lower Network Lower

What are your No credit Market Quality

Where are you Value added Providing Airtime

What are you Customer Network Corporate

Weaknesses Robi Grameen Banglalink

Opportunities Robi Grameen Banglalink

Any beneficial Improvement of Growing Aggressive

Niches that PCO Cell phone N/A

New needs Attractive Attractive Clear Voice

Obstacles to Fiber optic Fiber optic Fiber optic

Suppliers Power High No. Of Competitors Few Buyers Power High

1. Professional: 1. User Status:

Identifying Competitive Advantage

How many difference to promote

Pre-paid Post-Paid Corporate

1.There will be two plans Simple Plan and Normal Plan.

2. Exemption of line rent Tk. 100/month, if monthly airtime usage

3. Normal plan customers can add up to 5 FNF numbers to any

4. Tariffs are exclusive of VAT

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

The wide range of Corporate Packages to fulfill your needs

*Only ISD ChargesIncomingFrom any number

Robi prepaid customers (excl. EasyLoad, Uddokta, Corporate)

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)

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