Year of establishment

Robi, the most dynamic and rapidly-growing telecommunications operator in Bangladesh, is

developing its services to meet increasing customer needs - ranging from voice and high speed
Internet services to tailor-made telecommunications solutions. Robi is a joint venture company
between Axiata Group Berhad of Malaysia and NTT DoCoMo Inc. of Japan. It commenced
operation in 1997 as Telekom Malaysia International (Bangladesh) with the brand name Aktel.
In 2010 the company was rebranded to Robi and the company changed its name to Robi Axiata
Limited.
Robi draws from the international expertise of Axiata and NTT DoCoMo Inc. Services support
2G and 3.5G voice, CAMEL Phase II & III and 3.5G Data/GPRS/EDGE service with high speed
internet connectivity. Its GSM service is based on a robust network architecture and cutting edge
technology. The company has the widest International Roaming coverage in Bangladesh
connecting 600 operators across more than 200 countries. Robis customer centric solution
includes value added services (VAS), quality customer care, digital network security and flexible
tariffs.
Since its inception in 1996, Axiata Group and its predecessor Telekom Malaysia has invested
around BDT 11,000 crore in the form of equity till 2012. Moreover the company has contributed
almost BDT 10,000 crore to the Bangladesh Exchequer in the same period.
As a subsidiary of Axiata Berhad Malaysia , Robi draws on leading edge technology to provide
its service in Bangladesh, covering almost 100% of the population, Robi is committed to provide
best data and voice quality and will continue to ensure that its customers are able to enjoy the
best experience through leading edge technology and innovative products and services.

Products offered
Robi offers an array of different packages. In addition to offering the fundamental pre-paid and
post-paid mobile services, it offers a wide range of value-added products and services such as,
SMS, GPRS, EDGE, international roaming, Mobile Banking, SMS banking, Caller Ring Back
Tone, MMS, Voice Greetings, Welcome Tunes, Call Blocking on 4 August 2008, which give
subscriber to control which call he or she receive or not and Bengali SMS Product & Services
of Robi.

Product & Services of Robi
Prepaid
Enjoy the most flexible and affordable mobile experience in Bangladesh with Robis Prepaid
Package. With a wide array of recharge-based plans, you can now pick the package the matches
your needs and enjoy greater saving.
Super low call Rates: Enjoy @ Half Paisa to one priyo number and 1p/1 sec to more than 80
million other operator number.
2 Robi 'Priyo' Numbers: Enjoy 4.17p/10 sec to 2 Robi numbers

11 Other Operator Super FnF Numbers: Enjoy 10p/10 sec to 11 off-net numbers.

Non-stop conversation: Talk at only 8p/10 sec with one "Priyo" Robi number!
Triple the fun: Choose upto 3 FnF numbers and talk with them at only 9p/10 se
Triple the fun: Choose upto 3 FnF numbers and talk with them at only 8p / 10 sec!
Emergency balance: Get upto Tk 10 for emergency local calls, so you're always ready to act!
1 second pulse: Enjoy complete control over your calls with 1 second pulse!
Non-stop conversation: Talk at only 1p/sec with your chosen Robi "Priyo" number!
Dynamic Tariff Discounts: Up to 83% discount to Robi Numbers, and up to 60% discount to
other operator numbers.
5 FnF Numbers: Choose up to 3 on-net and 2 off-net FnF numbers!
On-net Advantage: Talk with more than 20 million Robi numbers at 10p/10 sec, from 12 am to
6pm!
Designed for simplicity: For users who want simple and straightforward mobile plans.
One Flat Rate: 15p/10 sec to any local number, 24 hours... it doesn't get any simpler!
Tk 20+ recharge bonus: Get free 5 Mb internets whenever you recharge Tk 20 or more.
Night-time Special: Talk with any Robi number at only 28p/min, from 12am to 8am!
Designed for Simplicity: For users who want simple and straightforward mobile plans
Extra FnF: Select up to 7 numbers and talk at only 8p/10 sec, all day!
Emergency balance: Get upto Tk 10 for emergency local calls, so you're always ready to act!
Non-stop conversation: Talk at only 8p/10 sec with one "Priyo" Robi number!
Designed for simplicity: For users who want simple and straightforward mobile plans!
Choose your pulse: Choose from our Regular (1 sec) or Super (10sec) tariff plans!

Post-Paid
Price: BDT 299
Credit limit: BDT 300
Activation Benefits:
- Tk.300 cash back
- Free 300 SMS
- Free 300 MMS
- Free Daily news alert (3 months validity)
- Free Call Block service (3 months validity
Conditions
- Tk. 50 cash back every month (up-to 6 months) upon voice usage of Tk. 300
- Free SMS and MMS validity is for 1 month & applicable for any local operator number (both
On-net & Off-net SMS)
- FREE Daily news alert validity is for 3 month
- FREE Call Block service validity is for 3 month

Other Value Added Services
Calling and Mobile mgt.
SMS and Messaging.
Music.
Finance and Career.
Information Service.
Entertainment.
Life style and Education.


Management Team




Business Level Strategy
In the business level, the company follows the strategy of Focused Differentiation. It enables to
provide its targeted market with quality service that is clearly differentiated from its competitors
offerings.
However, mobile phone service is the kind of products for which the rates of innovations are
fast. Innovation in the aspect of mobile phone service is product based. The companies in the
market are practically in a war situation. They are at each others throat to get the customer.
Robi in that sense have to come up with new better ideas than the competitors if they want to
sustain the competition. So differentiation strategy is a must for the company. The company can
also
Incorporating Differentiation strategy with corporate culture
Adopting a differentiation strategy would require a number of changes within the organization.
Management of Robi must work hard to minimize the bureaucratic costs. Grouping tasks and
functions and efficiently using integrating mechanism to better coordinate the tasks and functions
is highly recommended. In addition, the company must clearly allocate authority and
responsibility and properly define its goals to its employees. Flattening the organizational
structure might prove fruitful.
Corporate Level Strategy
The principal concerns of corporate level strategy are to identify in the business in which should
participate, the value creation activities it should perform in those businesses and the best means
for expanding or constructing in different businesses.
Strategic Outsourcing
Robis corporate strategy revolves around strategic outsourcing. It involves spreading out some
of a companys value creation activity within a business and letting them be performed by a
specialist in that activity. In other words strategic outsourcing is concerned with reducing the
boundaries of the company and focusing on the fewer value creation functions. From the setup
of the network to distribution of its card Robi has outsourced many of its works. Robi engaged in
strategic outsourcing because they believe that they can better execute their business model by
doing so and thus increase profitability.
Reducing cost through outsourcing
Out sourcing is an activity that will reduce cost when the price that must be paid to a specialist
company to perform that activity is less than what it would cost the company to perform that
activity internally.
Robis distribution is strictly based on outsourcing. Refill cards are distributed through a third
party. This way they reduce the distribution cost and overhead cost of running an vertically
integrated distribution channel.
Implementing Differentiation Strategy
In pursuing a differentiation strategy the company will start to produce a wider range of
packages and serve more market segments, which means it has to customize its products to the
needs if different groups of customers. So to implement this managers should develop a more
sophisticated control system increasingly make use of technology.

Robi is seeking Differentiation focus, Cost focus and Cost leadership at the same time.
Strategy Differentiation Focus
A DIFFERENTIATION STRATEGY is one of creating a product or service that is perceived as
being unique throughout the industry. Robi was the first telecommunication company to
introduce GPRS, entertainment packages like Fun Dose etc. Their step to setup CLUB
MAGNET for their loyal customers with special offers from them & affiliated companies are
also an indication of the differentiation focus.
Strategy Cost Leadership
A COST LEADERSHIP STRATEGY is based on the concept that the company can produce and
market a good quality product or service at a lower cost than its competitors. These low costs
should translate to profit margins that are higher than the industry average. Robis recent
package Exceed gives the indication that the company is trying to attain this strategy and
command over the competitors.


Strategy Cost Focus
A FOCUS STRATEGY may be the most sophisticated of the generic strategies, in that it is a
more intense form of either the cost leadership or differentiation strategy. It is designed to
address a focused segment of the marketplace, product form or cost management process and
is usually employed when it isnt appropriate to attempt an across the board application of cost
leadership or differentiation. Robis new offerings, redefining the post packages indicates that
they are trying to follow this strategy as well.
Existing Market Strategy
Robis marketing strategy is diverged. They use different type of marketing strategy to get the
desired market share and the target segment.
Market Scope Strategy
Robi is serving at different distinct segment of the market without focusing on a particular one.
This gives them an opportunity to expand their coverage in the market. To implement this multi-
market strategy the company is focused to those segments that it feels most comfortable and in
which the company is able to avoid confronting the companies that serve the entire market. Their
implementation is done through selling different products in the different segments.
Market Geographic Strategy
From the start the company has taken a national marketing strategy to cover the whole
Bangladesh market. Gradually they set upped the network and now they are covering almost 60
districts of the country.
Product Strategy
The implementation of the product strategies requires cooperating among different groups:
finance, research and development, the corporate staff, and marketing. This level of integration
makes the product strategies difficult to develop and implement.
Product Positioning Strategy
The term positioning refers to placing a brand in that part of the market where it will receive a
favorable reception compared to competing products. Robis single brand positioning gives them
benefits to play a dominate role in the core segment. This strategy gives them the flexibility to
attract customers for the other segments outside its core segments.
Pricing Strategy
Broadly speaking pricing objective can be either profit oriented or volume oriented. Robi pursue
both at the same time.
Pricing Strategy for New Products
For their new products Robi follows penetration-pricing strategy, so they can enter the market
with a low initial price and capture a greater market share. Because of high price elasticity of
demand they are adopting this strategy. It also gives them option to achieve economies of scale.
Pricing Strategy For Established Products
In case of their established prepaid & postpaid product Robi is following reduces price strategy.
For all existing prepaid & post paid services the company uses the reduced tariffs. It can
identified as a defensive strategy responding to the competition, offensive in nature because
suing the experience curve concept costs across the board go down by a fixed percentage every
time experiences double or it can be because of the customer needs. Lowering the prices
sometimes becomes prerequisite for inducing the market to grow, customers need may then
become the pivot of marketing strategy, all other marketing aspects are developed accordingly.
Promotional Strategy
Promotional strategies are concerned with the planning, implementation and control of
persuasive communication with the consumer. For Robi these strategies are revolved around
advertising, sales promotions and special offers.
Promotional Mix Strategy
Robi in promotional aspect follows the promotional mix strategy. It basically covers the
following factors
Product factor
Market factor
Customer factor
Budget factor
Marketing mix factor
Environmental factor
Conclusion
In concluding remarks it can be said that Robi is a doing fairly ok in their strategic policy but
because of extensive competition in the market it needs to shake things up. Because it wont be
long the company may lose their core customers to its competitors if it doesnt take some counter
measures. The customers are demanding and they are willing to switch to other brands, as there
are other options available in the market