Robi Axiata Limited is a telecom company in Bangladesh that was originally called Aktel but rebranded to Robi in 2010. The rebranding was necessary because Aktel was losing customers to competitors and had a tariff that did not attract new users. While Robi aimed to align with local culture by choosing a Bengali name, its marketing campaigns had mixed results in boosting the subscriber base significantly. Robi focuses on rural areas and uses various promotional activities, but high marketing expenditures have not always led to specific gains for its products and services.

2. Presentation on the Case
Study of Robi Axiata Limited
SUBMITTED BY:
Md. Mosiuddin Hisham

3. 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

4. Rebranding to Robi from Aktel
28th March 2010

5. 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

6. 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.

7. Market Scenario
• 6 operators in the sector operating

8. Product Portfolio
• Pre-Paid Vs Post-Paid Service
• Robi 2G Data Plan
• Robi 3.5G Airtime Package
Pre Paid Post Paid
Joy 21
Tarunno 26
Aunonna 27
Muhurto 31
Hoot Hut 32, etc
Postpaid pack 01
Postpaid pack 02

9. Marketing Activities
• Conducts Market Research every 3 months
• Advertising
– TVC
– Radio
– Newspaper
– Magazines
– Flyers
– Brochures
• Public Relation
– Popular Media Celebrities

10. Marketing Activities
• Sales Promotion
– Packages
– Offering
– Gifts and Rewards
• Personal Selling
• Internet activities
– Social Media
– Website

11. Inspirational Campaigns
• Robi is the leading mobile operator to enlighten
the society through their marketing campaigns
Such as
– Ebar Hobei
– Ami Deshpremic

12. 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

13. 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

14. Product Specific Marketing
Communication
• Substantial amount of budget is invested to
promote Robi 3.5G internet service
• Coverage is set to grow to more than 60% of
customer base within the first quarter of 2014
• The company is using every MC tool to
highlight Robi 3.5G as symbol of speed and
omnipresence

15. 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

16. Effect of Marketing Campaign of
Robi
• The chart shows the effect of campaigning of Robi
• 2008 2009 2010 2011 2012 2013
0
5
10
15
20
25
30
Inmillion
Number of Subscribers by year

17. Reference
• www.robi.com.bd
• www.axiata.com