Maketing report on robi
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Robi Axiata Limited is a leading mobile network provider in Bangladesh. It is a joint venture between Axiata Group Berhad of Malaysia and NTT DOCOMO INC of Japan. Robi offers both prepaid and postpaid plans. Their prepaid plans include packages focused on calls to friends and family, while their postpaid plans include options with no monthly fees but competitive call rates. Robi's goal is to be the top telecom provider in Bangladesh by having the largest network coverage and customer base and focusing on customer service and resolving issues.
Maketing report on robi
- 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.