COMPARATIVE ANALYSIS

ON
MARKETING STRATEGY OF ROBI TELECOM

Course: Business Communication

Summer -2016

Submitted to
Md. Kazi Raihan Uddin
Assistant Professor
Department of Business Administration
East West University

Submitted by

Md. Faisal 2015-1-91-002

Md. Shahidur Rahman Chowdhury 2015-3-95-044
Md. Saiful Islam
Taposh Kumer Sarkar

Date of Submission: July 31, 2016

Letter of Transmittal
 LETTER OF TRANSMITTAL

31st July, 2016

Md. Kazi Raihan Uddin

Assistant Professor
Department of Business Administration
East West University

Dear Sir,

It’s our immense pleasure in submitting the Assignment on “Marketing Strategy on ROBI Telecom”
as part of our course requirement. The term paper has been completed in the light of the
knowledge that we have gathered from the course “Business Communication”.

We have found this report to be truly challenging in many aspects, indeed very interesting in
relation to the various interpretational and engrossing exercises. Writing this report itself was
truly comprehensive learning experience. We have tried our level best to complete this assignment
meaningfully and correctly, as much as possible.

Sincerely yours,

Md. Faisal
Md. Shahidur Rahman Chowdhury
Md. Saiful Islam
Taposh Kumer Sarkar

ROBI | A Comparative Analysis On Marketing Strategy of ROBI ii

 INDEX
Page No.
Letter ii
Index iii
Executive Summary iv
1. Introduction 1
1.1. Objective 1
1.2. The Company: ROBI 1
1.3. Vision 2
1.4. Mission 2
1.5. Theme 2
2. Quality Policy of ROBI 3
2.1. Employee Distribution in ROBI 3
2.2. Organizational Structure: Marketing Division 4
2.3. Customer Care 4
3. Telecom Market in Bangladesh 5
3.1. Introduction 5
3.2. Market Share 6
3.3. Telephone Economies 7
3.4. Mobile Phone subscribers in Bangladesh 7
3.5. Individuals 8
3.6. Corporate Segment 8
3.7. Village/Pay Phones 8
4. ROBI: The Way Forward 8
4.1. ROBI: Performance so far 8-11
4.2. ROBI Corporate Special Benefits 11
4.3. Special Benefits of ROBI Corporate 11-13
4.4. ROBI Postpaid 14-17
5. Strategic Sales Plan and Approach 17
5.1. Corporate Sales 17
5.2. Individual Agent Appointment 17
5.3. Sales Through Free Lancer 18
6. New Product Development Process 18
6.1. Idea Generation 18
6.2. Idea Screening 18
6.3. Concept Development and Testing 18
7. Key Strategies 19
7.1. Product and Service’s 19
7.2. Market Promotion and Communication 19
7.3. Sales and Distribution 19
7.4. Customer Service Management 19
8. Conclusion and Recommendation 20
9. Findings 20
10. Recommendations 20
11. Bibliography 21

ROBI | A Comparative Analysis On Marketing Strategy of ROBI iii

 EXECUTIVE SUMMARY

ROBI | A Comparative Analysis On Marketing Strategy of ROBI iv

1. Introduction

1.1. Objective:
 Primary objective
The primary objective of this report is to learn about the marketing strategy of ROBI mobile
company.

 Report Objective
 To give detail information about the marketing strategy and development process of the
company.
 To focus on major activities of Marketing Department of the company.
 To show how these activities relate with the organization overall strategy and objective.
 To know how affectively these activity work for the company.

 Methodology
The primary data and information have been collected from the Marketing Manager of ROBI
Company. Basic data and other relevant information have been collected from the Annual
Reports of ROBI, BTRC, mobile phone service providers of Bangladesh, various publications,
journals, web sites and newsletters.

 Limitation
The major limitation factor for this report was primarily the reluctance and strict devotion to
confidentiality maintenance attitude show by the officials of ROBI mobile company. Moreover,
some information was withheld to preserve privacy of the company. So, we can’t give the exact
information always. Most of all we had very little time to finish this report. If we had some time
more the report could have been better.

1.2. The Company: ROBI

ROBI is the dynamic and leading end-to-end countrywide GSM mobile communication
solutions of TM International (Bangladesh) Limited. The company operates GSM 900 and 1800
cellular services under a 15-year license granted in November 1996.

ROBI was incorporated on 15 November 1997 as a Joint Venture

company between TMI (70%) and AK Khan & Co. (30%).Its founding
chairman is Late Mr. Zahiruddin Khan, an ex-commerce minister.
ROBI was formed as a joint-venture between Telekom Malaysia and
A.K. Khan Company. All along through its inception it was ranked as
No.2 mobile operator and was placed far behind the industry leader
GrameenPhone in terms of revenue and no. of subscribers. From the
end of 2004, ROBI spent heavily to market its brand all over the
media, outdoor and other marketing mediums. It was a huge success
and the ROBI brand became well established. Credit was given to the
then Chief Operating Officer Mr. Vijay Watson who is believed to be
the mastermind behind the change and success of ROBI.
In Mid 2008 news broke out that A.K.Khan & Company was selling its 30% and Vodafone,
etisalat and NTT DoCoMo were among the potential buyers.

Mr. AK Shamsuddin Khan, Chairman A.K.Khan & Company and Mr. Salahuddin Kasem Khan,
former Chairman of ROBI and Managing Director of A.K.Khan & Co Ltd represented the
sellers. After months of negotiation NTT DoCoMo sealed a deal with A.K.Khan & Company for
US $ 350mln on June 2008.The deal was completed on September 19, 2008
Covering all 64 districts of the country, ROBI has become the first mobile operator to connect
Tetulia and Teknaf, the northern and southern most points of Bangladesh and the first to provide
seamless coverage along the Dhaka-Chittagong highway. ROBI supports 2G voice, CAMEL
phase 2 and GPRS/EDGE service with high speed internet connectivity. It has the widest
International Roaming coverage in Bangladesh connecting 440 operators across 203 countries.
 
ROBI’s 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. 
ROBI customer centric solution includes value added services (VAS), quality customer care,
easy access call centers, digital network security, and flexible tariff rates.

At the heart of all of ROBI’s success today, is a young dynamic workforce comprising of over
1,240 highly motivated and skilled professionals as at October, 2005.

Very recently, ROBI has been received ISO 9001-2000 certificate in recognition of its Quality
Management System. Being a subsidiary of Telekom Malaysia International (TMI), ROBI is the
first company in Bangladesh to receive this certificate in the telecommunication sector.

Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by our persistent
pursuit of quality and technology, putting it clearly ahead of the rest. The future with ROBI is
promised to be exciting as we strive to employ the best resources and latest technology in
offering many more innovative and exciting products and services.
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.

1.3. Vision
To be a leader Service Provider in Telecommunication sector in Bangladesh.

1.4. Mission
ROBI aims to be achieved 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 and
geared to address the ever changing needs of our budding nation.

1.5. Theme
ROBI always strives to uphold the dictum ‘Customer First’
2. Quality Policy of ROBI
ROBI is committed to achieving leadership in customer satisfaction by continually improving its
processes, products and services to ensure that consistently exceed customer’s requirement.

2.1. Employee Distribution in ROBI

After eleven years in operation, ROBI has become a respectful & strong cellular operator in
Bangladesh. With six (6) existing cellular operators and the anticipation of new operator(s) in the
market, ROBI has been a force to be reckoned with in the telecommunication industry of
Bangladesh, being one of the fastest growing mobile communication companies offering
comprehensive GSM mobile solutions to more than two million subscribers. Today, ROBI has
1,645 employees as at October 2015 with eight major divisions in ROBI. The details of staff
member’s distribution depict as per following table and chart:

Number of
Sl Division Percentage Remarks
Employees
1 MD Office 15 1%
2 COO Office 25 1%
3 Finance 150 8%
4 Marketing 250 11%
5 Customer Care 550 37%
6 Technical 320 23%
7 IT 150 9%
8 HRD & Administration 45 3%
9 Corporate Strategy and Business 50 1%
Plan
10 Central Procurement 25 2%
11 Support Staffs 65 4% Non-Executive
Total 1645 100%

IT
9%
Marketing
11%
Support Staffs MD Office COO Office
4% 1% 1%
Finance
8%

Technical Customer Care

23% 36%
2.2. Organizational Structure: Marketing Division

General Manager is the Head of total Marketing Division, which comprises of 290 staff members
of 23% of total staffs in ROBI. By tradition and structure, GM Marketing is holding by an
expatriate from Telekom Malaysia International. Normally, GM Marketing employed for tenure
of 2 years. GM Marketing functionally reports to the Chief Operating Officer, which is also a
foreign expatriate. For day to day activities, DGM Marketing is looking and monitoring to all
functional units under the umbrella of Marketing.

There are five major wings under marketing umbrella as follows:

S Unit Designation Remarks

l
1 Product Development and Planning AGM
2 Dealers Management AGM
3 Corporate Sales AGM
4 Advertisement & Promotion and MIS AGM
5 International Business AGM

There are different sub-units under each units of Marketing Division and all sub-units comprises
with nearly 5-6 staff members and heading by a manager.

2.3. Customer care

ROBI has 19 Customer Care Centers and 200 Customer Service Points in 61 allowable districts
all over the country. Robi has another 670 Robi Touch Points (ATP) scattered along the most
densely populated areas.
3. Telecom Market in Bangladesh

3.1. Introduction

Bangladesh is one of the least penetrated mobile communication markets in the world. Hostile
regulatory environment, inadequate infrastructures of BTTB and impartial import duty on the
handsets have been consistently hindering the cellular mobile growth in Bangladesh. India
imposes 15% tax on telephone set and other telecommunication equipment import while Sri
Lanka charges 5% and Pakistan 10% whereas Bangladesh charges as high as 60-72%. Moreover,
the Government does not have enough capital to expand BTTB’s infrastructure development
throughout Bangladesh.

By the end of September 2015, the number of Bangladeshi mobile subscribers had risen to
45.09mn, up by 42.1% on the previous year. Mobile penetration had increased to over 31%, up
from 25% at the start of the year. Despite poor growth in the third quarter, which saw just
1.426mn net additions compared with 4.773mn and 3.737mn net additions in the first two
quarters respectively, BMI retained its forecast for 13.2mn new mobile customers and a
penetration rate of 34% by the end of 2015. Mobile subscriber growth is expected to remain
strong over the next few years, despite the downward impact of mobile re-registration introduced
by the government, and we predict there to be 181mn mobile subscribers and a penetration rate
of over 120% by 2016.

Over the last two to three years, the number of mobile subscribers in Bangladesh has been more
than or close to more than doubling on an annual basis. By mid-2015, the subscriber base had
reached 60 million and was continuing to grow at an annual rate in excess of 50%. With the
momentum that has been developed on the back of the government’s deregulation process, the
strong growth seemed likely to continue. The entry of new operators into the market has
certainly helped to further boost the competitive environment. This report describes how the
mobile market is growing and the impact this is having on the developing nation, as well as
providing an outline of the main players. The report also has a brief overview of the TV
broadcasting sector.
3.2. Market Share

As at 30 June 2015, Grameenphone had a SIM card market share of 47%. In addition to
Grameenphone, there are five other mobile operators in Bangladesh. These operators and their
market share according to Bangladesh Telecommunication Regulatory Commission (the BTRC)
data as at 30 June 2015 are: Banglalink (with a market share of 21%), Robi (with a market share
of 18%), Airtel (with a market share of 8%), Citycell (with a market share of 4%) and Teletalk
(with a market share of 2%).

ROBI is the third entrant in the market and it now possesses 18% of the Cellular market of the
country. The following Pie Chart depicts the operator wise market share in Bangladesh as at
October, 2015.

Teletalk
2%
 3.3. Telephone Economies

Year Population GDP Per Capita Telephone (Cum.) Penetration

Growth Income Fixed Cellular Fixed Cellular
2010 124 million 5.90 USD 264 389,500 33,400 0.31% 0.03%
2011 126 million 5,70 USD 268 422,800 69,570 0.33% 0.05%
2012 128 million 5.20 USD 282 481,155 133,892 0.37% 0.10%
2013 129 million 5.25 USD 299 501,009 254,854 0.39% 0.20%
2014 130 million 5.50 USD 302 528,056 567,925 0.41% 0.43%
2015 132 million 5.95 USD 314 568,515 1,112,000 0.43% 0.84%
Source: GSMQ, October 2015.

3.4. Mobile Phone Subscribers in Bangladesh

The total number of Mobile Phone Active Subscribers has reached 60.66 million at the end of
February 2015.

The Mobile Phone subscribers are shown below:

Operators Active Subscribers
Grameen Phone Ltd. (GP) 30.94
TMIB (Robi) 10.59
Orascom Telecom Bangladesh Limited 12.70
(Banglalink)
PBTL (Citycell) 1.85
Teletalk Bangladesh Ltd. (Teletalk) 1.93
Airtel (Airtel) 2.65
Total 60.66
*Subscribers in Millions
**The above subscribers' numbers are declared by the mobile operators             

Within the SME market, there is also significant opportunity to sell phones to people who need
to stay in continuous contact with their business associates. These include businesses that require
extensive work off-site or at different job sites.
3.5. Individuals

The individual segment includes:

Professionals – such as doctors, lawyers, and architects who primarily use their phones for
business.
Households – who use the phones to keep in touch with friends, family, and household staff.
Students/Youths – who want to keep in touch with their friends and families.

Within the professional group, mobile phones provide the primary services for business
communications. Much like the SME clients, these professionals need phones to contact business
associates. For individuals, three trends are helping increase the demand:

Increased mobility – more people are moving further away from home, either to other places
in Bangladesh or overseas, and families need phones to stay in touch.
Network effect – as the penetration for mobile grows, more people are educated about the
uses of the services, and more people become interested in using them.
Pre-paid service – makes it easier both to purchase service and to monitor usage. The launch
of this service opened up the market to a whole new set of individuals.

3.6. Corporate segment

Corporate clients are multinationals, large state owned enterprises, NGOs, government offices,
and diplomats. They require special sales and certain dedicated services. They usually take
advantage of all the value-added services such as VMS, international dialing, international
roaming, and SMS. Corporate clients have a higher ARPU than regular subscribers.

3.7. Village / Pay Phones

This segment remains a small portion of total sales and but generate high ARPU compare to
other segment and it does extend total access to a wider range of income levels in Bangladesh.

4. ROBI: The way forward

4.1. ROBI Performance so far:

Despite many hindrances like inadequate availability of BTTB circuits & insufficient fund to
expand network capacity, ROBI has a success story in Bangladesh. Having the limitations for
total business growth in this industry we, even though, were able to achieve a satisfactory
customer base and make the company a profitable concern in Bangladesh by first quarter of
1999.
Although, ROBI was the third entrant in the market, it now possesses 18% of the Cellular
market of the country. To achieve such a customer’s base and market share, the Marketing
Division has successfully launched need based segmented product packages backed up by
advertisement and promotional campaign and well established distribution network whose
contribution is 95 % of total sales and a dedicated Customer Care Unit.

Customer Growth Trend in ROBI from Yr 1997 to Yr 2005 (Up to Oct)

3,000,000
2,700,980
2,500,000

2,000,000

1,500,000

1,000,000 1,050,141

500,000
401,680
165,000
0 6,311 17,734 25,249 34,407 68,425
Yr 1997 Yr 1998 Yr 1999 Yr 2000 Yr 2001 Yr 2002 Yr 2003 Yr 2004 Yr 2005

Current Promotions
ROBI is offering below offers for their customers

Special Offers:  SUPER SIMPLE, a new tariff

plan which gives prepaid customers another
option to communicate at…
88paisa/min. to any mobile 24 hours    

Notes: 
Offer is applicable for all prepaid customers
(except Uddokta & EasyLoad) only
New activation from 25 March’09 will
automatically enjoy SUPER SIMPLE tariff plan
All existing NORMAL and SIMPLE prepaid customers can enjoy SUPER SIMPLE tariff plan
through migration process
To migrate from existing tariff plan to SUPER SIMPLE tariff plan, dial *8999*3# and follow
the instruction for instant migration
Migration condition: Twice in every 15 days
General charge for tariff plan change BDT 2.00
VAT applicable for all charges
60 sec pulse  
Conditions apply
The offer is valid till further notice
 
 
Reactivate by Refilling any Amount from TK 20 & Above
And get 225% Bonus *Bonus: 45 min (Prepaid Only)

Offer Details:
Bonus will be given on first refill only
Bonus given : within 72 hours
Bonus purpose : ROBI-ROBI call only
Bonus validity : 7 days from disbursement
Tariff plan : Simple plan (on-net 68p, off-net 98p, 24hrs, all calls 60 sec pulse)
Dial *140*11# or type A<space>ROBI number and send to 8050 to check eligibility for the
campaign
VAT applicable for all charges
Conditions apply
This offer is valid till further notice
   
ROBI Postpaid Customers with No usage, between November 1, 2008 to January 25, 2009 are
eligible for the campaign.
Reactivate your connection & get 25% Usage discount in 1st month usage & Free SIM
Replacement
Usage refers to airtime usage excluding International Roaming usage; discount is to be given on
first month usage only.
Customers have to pay any outstanding bills to get the discount
Free SIM Replacement offer is applicable for reactivation campaign at ROBI Customer Care
Center only.
 

 
This February, talk more than January and get.          
25% Bonus on your incremental ROBI-ROBI usage!     

Details           
This offer applicable for all ROBI Prepaid and Postpaid users (except Uddokta & EasyLoad)
In this offer, usage means only ROBI - ROBI voice call usage.
Feb’09 ROBI- ROBI Voice call usage has to be minimum BDT100 more than Jan’09 ROBI –
ROBI Voice call usage
A user with zero ROBI-ROBI Voice call usage in Jan’09 will not be eligible for the campaign
Prepaid user can check the Jan’09 ROBI-ROBI voice call usage by dialing *140*10# (Charge
applicable) and Postpaid User can check Jan’09 ROBI-ROBI voice call usage by typing USE
and send to 8666.
Prepaid Bonus will be disbursed from 10th March’09 and Postpaid Discount will be adjusted
from March 15, 2008.
Prepaid Bonus is applicable for calls to any mobile and valid for 7days from the day of bonus
receipt
Conditions apply
Tariff Rates
SMS Category Tariff (Tk)
ROBI to ROBI 0.50
Outgoing
ROBI to Other 1.00
Note: above figures are exclusive of VAT

4.2.ROBI Corporate Special Benefits

Data Connectivity: Transfer files between any remote locations; at the extraordinary Group
Talk Plan (GTP) rates;
POS Machine Connectivity: You can connect all of your point of sales machines with your head
office server through ROBI''s packet switch data connectivity or circuit switch data connectivity;
at the extraordinary Group Talk Plan (GTP) rates;
FCT Solution: A dedicated SIM receives multiple calls which can then be filtered to unlimited
PABX connections: astronomical savings due to a lower than TNT per minute cost; Taka 1.25
per min. Ideal for PABX applications Fixed Cellular Terminal, is a cost-saving solution for
enterprises. Connected to a PABX, FCT can route outgoing calls to mobile phones through the
GSM network. As a result, your enterprise can benefit from the extremely low 'mobile to mobile'
rates offered by ROBI Corporate and save dramatically on 'office calls to mobiles'.
SMS Based Solution: ROBI Corporate provides customized solutions to facilitate the sales
reports from the diverse Points-of-sales; message broadcasts to customized groups; inventory
updates.

ROBI Corporate is founded on a robust network employing cutting-edge technology such as

Intelligent network (I.N.); providing the ultimate solutions in terms of voice clarity; a
continuously expanding nationwide network coverage; abundant international roaming global
partners; popular value added services (VAS); quality easy-access corporate customer care; iron-
clad digital network security; competitive and tailored tariff plans and specific billing. The
Corporate Strong-arm of ROBI is committed to keeping you ahead of the rest. With ROBI
Corporate, your company will be assigned a dedicated account manager who will provide
personalized assistance round the clock.

4.3.Special benefits of ROBI Corporate

 The first ever Corporate Package to offer 1 second pulse.
 The one of a kind – 5 FNF with any operator.
 Zero security deposit with no monthly line rent
 Convenient bill payment options
 Customized tariff plans and packages to keep you ahead
 ROBI International Roaming Service with no security deposit
  ROBI Corporate Insurance Policy
 Special Corporate Care Help lines to answer all your questions
 Cutting edge value added services like GPRS, EDGE, Personal Assistant, Corporate
Messaging Platform with short code, Data and Fax call services, Fixed rate group talk
plan, Customized SMS based solution.
 Other Value Added Services.

Friends and Family (F'n'F)

For the First time in Bangladesh, you may select five numbers of any operators (via SMS) as
your Friends and Family choice. Calls made to the selected numbers will

Enjoy a significant reduction in tariff. At ROBI, we believe in family and friends and want you
to keep in touch with your dear ones, most cost effectively!

Group Talk Plan (GTP)

We treat you like family; the outlay of using the corporate connections & payment of the ensuing
bills will be personally managed by your dedicated Customer Relations Manager.
Group Talk Plan (GTP) allows you further discounted rates within your company’s connections

Customized Credit Facility

Every single ROBI Corporate ‘Family members' may set their individual credit limits and alter it
as per their requirement.

Dedicated Corporate Customer Care

Corporate Customer Care has dedicated three helpline numbers specifically equipped to serve the
corporate family members and they are available. This is an “industry-first”; for all the services
mentioned here please call your dedicated Corporate Customer Relations Manager; or the help
lines (+8802) 01819210952-4; OR email: [email protected] OR fax: (+8802) 8832502

Enjoy Benefits of Prepaid in Postpaid 

Set your own credit limit by charging prepaid cards and enjoy the lower tariff of postpaid
connection

Incorporation
Existing individual postpaid ROBI connections can be incorporated into the Corporate Master
Account free of cost!

Itemized Bill 
Call details including information such as date, time, duration and charge of any voice calls
made can be provided

Value Added Services 

ROBI Corporate offers an exhaustive range of Value Added Services. (Link to respective Value
Added pages)

GoonGoon
You can set your company theme song as your welcome tune through GoonGoon.

ROBI Missed Call Alert 
One missed call is one missed opportunity. Through ROBI Missed Call Alert be notified every
time you miss a call due do user busy, out of network or for unanswered call

ROBI Opener
Introducing "ROBI Opener" a groundbreaking service under which by dialing only a single
number *140# - you can browse & subscribe the Value Added Services like ROBI GoonGoon,
ROBI P.A., Cricket Update (8CRI) and Post-Paid bill information (8PST).

Voice SMS
In a jam? Cant type just now? Then send your message, interactively; by sending a recording of
your voice by adding a ‘*’ before the recipient’s number.

SMS Banking
Rise above the hassle & bother: Bank Asia; Standard Chartered Bank & BRAC Bank all at your
fingertips.

ROBI Prepaid has everything to offer; a single package that delivers simplicity and flexibility at
the same time. ROBI Prepaid is continuously adding new features and plans to provide absolute
freedom to the customers.

Why 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
25% incoming bonus benefit
Full BTCL connectivity with FREE BTCL incoming
Economy ISD (EISD) facility to call 55 countries of the world by dialing 012
Extended and simplified refill validity for ease and freedom
Nationwide Easy Load facility
Nationwide Internet connectivity

All available Value Added Services (e.g. SMS, MMS, GoonGoon, ringtone, wallpaper, games,
animation downloads)

Get a new connection

Package price Tk. 399
Welcome gift of Tk. 50 talk-time upon activation (applicable for any purpose)

60 days’ validity on activation

Default tariff plan will be Super Simple (with migration facility)
Available at ROBI Customer Care, ROBI Touch Points (ATP) & all the mobile outlets
nationwide

How to migrate:
To Simple Plan dial *8999*1#
 To Normal Plan dial *8999*2#
 To Super Simple Plan dial *8999*3# 

4.4.ROBI Postpaid
ROBI brings a new Postpaid offer for all customers (excluding Corporate, Uddokta and
EasyLoad): TK 0.68/min to any number flat rate, 24 hours.
 Existing customer can enjoy TK @ 0.68, by simply migrating through SMS
 Free Daily News Alert (till further notice).
 Free 50 SMS (for all new activations till further notice).
 New connection price BDT 499.

Note
1. All charges exclusive of VAT. Package price inclusive of VAT
2. 68 paisa per call setup charge applicable for all calls.
3. 60 sec pulse applicable. 

Tariff plan change process through SMS 

 
Migrate to 68p tariff plan:
Type 68<space>on and send to 8244
Example: 68 on
 
Migrate to Tk. 1 Tariff Plan:
Type 68<space>off and send to 8244
Example: 68 off
Customer will be notified through SMS after successful migration.    

Welcome to ROBI Postpaid! 

Some of the features that you will be enjoying from your ROBI Postpaid connection includes:
 Extended FnF service with the option of 1 BTCL number!
 Lowest Tariffs to one Partner Number (Number can be changed through SMS)
 Postpaid to Prepaid balance transfer – only ROBI offers this unique service.
 No line rent for airtime usage above TK 500 and unlimited GPRS users!
 International Roaming – the widest range of roaming partners as well as SMS roaming
ensures greater freedom.
 Unlimited GPRS subscription –internet, email, and much more.
 Accidental death insurance for 1 lac Taka at absolutely no cost. (For conditions, call 123)
 Exceptional Customer Care service
* VAT, BTCL charges, line rent and other subscription fees are not included in airtime
Postpaid-Tariff

 Any Operator  BDT 0.68p/min  

 ROBI to BTCL  BDT 0.68
 ROBI to International (IDD/E-  Only IDD/E-IDD
Outgoing Voice IDD charges) Charges
Calls  
 FnF: Any Operator  BDT 0.68p/min  
 FnF: BTCL  BDT 0.68  
 Partner Number  BDT 0.68p/min  
 
 Any Operator BDT 1/ SMS 
 SMS 
 International BDT 2/ SMS 
 Connection Price  BDT 499
 Connection Fee &  Credit Limit  BDT 300
Others  Line Rent  BDT 100
 Pulse  60 secs

Notes:
 All charges exclusive of VAT. Package price inclusive of VAT
 68 paisa per call setup charge applicable for all calls under simple plan.
 Line Rent Waived if monthly usage exceeds TK 500 (excluding monthly subscription fee
e.g. Goon Goon subscription fee, ROBI PA etc) or if customer subscribes unlimited
GPRS
 For IDD and E-IDD-15 sec pulse from 1st Minute
  Conditions apply 

Postpaid-Bill Info & Payment

Bill Info
 As an ROBI Postpaid customer, you can check your Postpaid bill information through any of the
following ways:
  1. Web Bill & E-Bill – with these services, your monthly bill is always at your fingertips.
 To register for these services, send “reg” to 8245 (8BIL) 
 You will receive your password through SMS.
Web Bill - view your last 3 months bills through the internet anywhere, anytime
 Log in to http://bill.Robi.com
       o Enter mobile number and password
       o Select preferred month to view bill statement for that month
E- Bill – to receive your monthly bill through email
   Log in to http://bill.Robi.com
       o Enter mobile number and password
       o Click on the “Ebill Registration” button and enter up to 2 email addresses
       o Confirm by clicking the “Register in Ebill Service” button.
2.  SMS “bil”, “ubl” or “bal” to 8PST (8778) and wait for the reply through SMS*

Now paying ROBI Post-Paid bills is a cruise

You can now pay your ROBI Post-Paid bills through Pre-Paid recharges.
Use regular ROBI Pre-Paid scratch cards or e-fills, which are available at your nearest outlets in
convenient denominations, to pay your Post-Paid bills.
Simply follow the steps below:
Step 1: Go to the 'Message' option of your handset.
Step 2: Type PAY then type 13/14 digit secret number of Pre-Paid Scratch Card or E-fill
voucher then give space, and then type the 11-digit ROBI Post-Paid mobile number whose bill
you want to pay.
For Example: PAY1234567890123 01810000000
Step 3: Send the SMS to 8PAY (i.e. 8729 on your number pad)
Reply: You will receive a confirmation message - "Thank you. Tk. 600 has been successfully
adjusted against 01810000000."
Avoid long queues and save precious time to stay connected. Pay your bills any time,
anywhere!
  *Standard SMS charge and VAT applicable
  *Any ROBI phone can pay for any ROBI Postpaid phone through this system.
Bill Payment
You can pay your post paid bill amount at any ROBI Customer Care Center through
• Bank booth / counter (available at the Center)
• Refill Cards
• Easy Load
• Auto-credit facility (for AIRS)
ROBI Postpaid offers a wide variety of bill payment mechanisms to ensure you
always stay connected.
 EasyLoad
 Customer Care Centers
 Banks
 Scratch cards – keep widely available scratch cards close by to pay your postpaid bill
anytime, anywhere!
Note: For greater credit limit you can add a security deposit (100% refundable), or make an
advance payment as well.  
Postpaid-Infinity
With all the benefits of Signature and much more, explore a world of possibilities with ROBI
Infinity! f
Just some of the special features of Infinity include:

1 second pulse for all calls.

No line rent (minimum monthly commitment of TK 1200 applicable)
Simplified flat tariffs,
Accidental death insurance for 1 lac Taka at absolutely no cost. (For conditions, call 123)
TK. 2000 talk time included with each Infinity package.
 
ONLY INTERNATIONAL
INFINITY PACKAGE
(STANDARD IDD)
Package Price (Govt. duty & VAT inclusive) TK. 2,000
Security Deposit TK. 0
Credit Limit TK. 500
 
INFINITY TARIFF
All tariff are excluding VAT
PARTICULARS 24 HOURS
To any other ROBI 1.30
To other Operator 1.30
OUTGOING To BTCL (Local/NWD) 1.30+BTCL
(TK./MIN)  To International**                    (IDD/EISD)  Only IDD/E-IDD Charges
FnF (To ROBI number) 0.80
FnF (To other operator number) 1.15
INCOMING From Mobile FREE
(TK./MIN) From BTCL FREE
PULSE (IN To any ROBI 1
SEC.) To other Operator 1
To any ROBI 1
SMS (TK.)
To other Operator 1
  **For IDD and E-IDD-15 sec pulse from 1st minute 

5. Strategic sales Plan and Approach

5.1. Corporate Sales:
Focus on segmented market:
 Multinational Banks/ Embassies/Diplomatic Mission/ UN organization (Without security
deposit & packed package)
 All NGO’s (Reduced connection fee & packed package/ bundle package)
 Local Banks/ Insurance Companies/ Leasing Company/ Financial Institutions (Reduced
connection fee/ Bundle package/ 2-3 package option
 Garments Industries/ Buying Houses (Bundle package/ 2-3 option package)
 Government Organization/ Semi Govt. Organization or companies or Industries (Reduced
connection fee/ Bundle Package or some other special package option)
5.2. Individual Agent Appointment:
 Appointment of 20 Individual Agents
 Collect one Lac Taka cash from each Individual Agent as a Security Deposit
 Provide Commission to the Individual agent of Taka 500.00 for each connection.
 Directly monitoring by TMIB Sales Unit/TMIB Dealer.

5.3. Sales through Free Lancer:

 Targeted customer - Moving/ Students/ Teachers/ House wives/ Extremely busy
people
 Targeted Free Lancer - Students, waiting for admission in university/ college
-University Students
- Unemployed person aged below 25.
 Commission - @ Tk.200.00 per connection
 Security Deposit - No deposit
 Supervision - Directly supervised TMIB Sales Unit
 Date of Appointment - Feb’ 2001
 Prepare Proposal -Submission date Jan’15, 2006.

6. New product development process

6.1.Idea generation: - In this process starts with the search for ideas. New product or service
ideas interacting with various groups and from using creativity generating techniques. Ideas
for new products can come from customers, scientists, competitors, employee, channel
members, and top management who are working with ROBI family.

6.2.Idea screening:-Before innovative some product company should mot motivate its
employees through rewards to submit their new ideas to an idea manger. Ideas should be
written down and reviewed each week by an idea committee. Than ROBI sorts the proposed
ideas is research

6.3.Concept development and testing: - This stage is very much important part of new
products development. An idea is a possible product the company might offer to the market.
The concept of products is an elaborated version of the idea expressed in meaningful
consumer term. A product concept idea can be turned into several concepts. One is that who
will use this product. In addition, who are the target people second is that what will primary
benefits a product what ROBI are provided. Last one is that, when will customer purchase
this prod7uct.Concept testing involves presenting the product concept to appropriate target
customer and getting their reaction. The concept can be presented symbolic or physically.
7. Key Strategies:

7.1. Product & Service’s:

 Attractive product packages for segmented customers.

 Implementation of Pre-paid services.
 Implementation of International Roaming.
 Launching of Mobile-Mobile services.
 Implementation enhanced messaging and VASs like SMS, Fax & Data, Internet &
WAP to increase revenue for airtime usage.

7.2. Market Promotion & Communication:

 Brand Management
 Events Management
 Advertisement & Promotion
- Press Advertisement
- Outdoor Advertisement in strategic points.
- Point of Purchase (POP)

7.3. Sales & Distribution:

 Focus on Corporate sales through TMIB sales executive.

 Strengthen & build up the relationship with dealers & outlet holders.
 Increase sales outlets of 200 in strategic points.
 Re-alignment of distribution structure.
 Uniform profiling of sales outlets.

7.4. Customer Service Management:

 Uniform for Customer Relation Executives.

 Implementation of Call Centre and Help-line service until 10 pm.
 Implementation of One-stop Customer Services through improvised billing system.
 Ensure customer complaint threshold to maximum 1% of total number of customers
in any particular time.
  Strengthen fraud management through customized report from billing system.

8. Conclusion & Recommendation:

Based on the present market demand and future trends, cellular telephone service has a great
prospect in Bangladesh. ROBI is very optimistic that with the expansion of network & coverage
and more interconnection of PSTN, we would be able to increase our customer base, sales
revenue and customer satisfaction.

The strategies that ROBI are adopting now a days and planning to introduce in coming days, in
line with the vision to become the number one operator by Yr2007 is based on today’s market
scenario and dynamics.

However, the strategies might be changed and ROBI may change the overall strategies OR some
strategies due to tackle any dynamic market situation and acquire the market share.

9. Findings

The survey findings are as follows:

Robi is the third largest mobile phone operator in Bangladesh in terms of revenue and
subscribers (10 million as of February 2015). In early 2008 Robi slipped from the second
position to the third after facing fierce competition from banglalink.
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, mobile data services, infotainment services, SMS banking, Caller Ring Back Tone,
Ringtones download, Picture Messaging, MMS, Voice Greetings, Call Blocking on 4 August
2008, which give subscriber to control which call he or she receive or not and Bengali SMS.

10. Recommendations

The following recommendations are made based on Report:

 ROBI should take necessary steps to increase postpaid customer base to take advantage of
having best GPRS in the country.
 ROBI should take necessary steps to provide Pre-paid customers with GPRS facility.
 ROBI should offer new facilities for their customer to increase their market share.
 ROBI should develop new marketing strategies to increase its customer.
  ROBI should give due importance on market segmentation in order to get maximum
benefit in terms of revenue from all the VAS

11. Bibliography

Books

Kotler. Philip, Ang. Hoon Swee, eds., "Marketing Management - An Asian Perspective", 2nd
Ed., Singapore, Prentice Hall, 1999.

Lesikar. V. Raymond, Pettit. D. John, Jr. eds., "Basic Business Communication", 8th Ed.,
Singapore, McGraw-Hill Irwin, 1996.

Reports/Manual

Annual Report of TMIB

Annual Report of Cell Bazar
Annual Report of Grameen Phone

Website

wikipedia
Robi.com
infobanglalink.com
grameenphone.com
airtel telecom

1. Mobile Phone Subscribers in Bangladesh, Bangladesh Telecommunication Regulatory

Commission
2. http://www.thedailystar.net/story.php?nid=42570
3. http://www.nttdocomo.com/pr/files/20080616_attachment.pdf
4. http://www.reuters.com/article/rbssWirelessTelecommunicationServices/idUSL02510350
20080702
5. http://ir.listedcompany.com/tracker.pl?type=6&id=109867
6. Information by Bauani: AkTel Call Block Service First Time in Bangladesh Can Block
Call From Unwanted Numbers
7. The New Nation - Internet Edition
8. http://www.aktel.com/?module=143