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Presentation on the Robi Axiata

Limited and Airtel merger

S U B M I T T E D B Y:

Name ID
Sajid Ahmed 2015010000066
Raihan Ahsan 2015010000068
Samaun Akter 2015010000069
Sheikh Kawsar Zaman 2015010000111
Shosmita Akther Some 2015110000053
Omar Faruk 2015010000234
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 intends those sun and in addition it
resembles with the popular artist
Rabindranath Tagore.
•Purpose of rebranding was to focus on rural
penetration and bring products like m-
commerce, m-marketing and m-remittance.
Product Portfolio

• Pre-Paid Vs Post-Paid Service


Pre Paid Post Paid

Joy 21 Postpaid pack 01


Tarunno 26 Postpaid pack 02
Aunonna 27
Muhurto 31 Hoot Hut 32, etc

• Robi 2G Data Plan


• Robi 3.5G Airtime Package
Inspirational Campaigns

• Robi is the leading mobile operator to enlighten


the society through their marketing campaigns
Such as

– Ebar Hobei
– Ami Deshpremic
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
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
Warid Telecom

•Brand Name:Warid
•Brand Type: Telecom
•Founded: 2004
•Targeted Customer: Yong generation
•Headquarter:Abu Dhabi, United Arab
Emirates
Airtel

• Brand Name:Airtel
• Brand Type: Telecom
• Predecessor: Airtel bangladesh Limited
Warid Telecom Bangladesh
• Inception: 2010
• Targeted Customer: Yong generation
• Market Position:4th
Airtel aquired Warid

In 2010, Warid Telecom sold a majority 70% stake in the


company to India's Bharti Airtel Limited for US$ 100,000.

In March, 2013, Warid Telecom sold its rest 30% share to
Bharti Airtel's Singapore-based concern Bharti Airtel
Holdings Pte Limited for US$ 85 million

On September 8, 2013, Airtel Bangladesh received 5 MHz

of 3G spectrum at US$ 1.25 million


Achievement Of Bangladesh
Airtel
Airtel Bangladesh crosses milestone of 5 million customers

Becomes the fastest growing mobile services operator in the


country

Adds 160 new towns in last 6 months as part of network


expansion drive, establishing its reach in over 2100 towns pan
Bangladesh

Setup 600 Airtel Service Centers in Bangladesh


Support
Network Development

Ussd menu

Online airtel experience center

Safe care

Live chat
Customer Service
Payment & recharge

Door step service

Billing service

E forms service

Do Not Disturb service (DND)


Airtel Special Offer
Robi, Airtel Bangladesh announce merger completion
The new Robi is owned by Axiata (68.7%), Bharti
Airtel (25.0%)
Axiata Group Berhad, a move which will form a strong
No. 2 mobile phone operator in what is a fiercely
competitive market led by Telenor unit Grameenphone.

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