Robi Branding stratagy

Telecommunication industry is providing various solutions in our everyday life which is making our life more easy and smooth. Connecting to people all over the world is so much easy and economic than before.

Mobile phone is becoming a very common measure of communication in our country. The number of mobile user is increasing day by day. Currently there are 115 million mobile subscribers all over Bangladesh. It is a very attractive market for the mobile connection providers. Presently there are six brand in the market. Each of them is trying to maintain and increase their market share. Among them Robi Axiata Limited is one of the leading brand in this sector.

Putting the Brand Background in Highlight:

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 (91.59%) and NTT DoCoMo Inc. of Japan (8.41%). 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 RobiAxiata Limited.

The company has the widest International Roaming coverage in Bangladesh connecting 600 operators across more than 200 countries. Robi’s customer centric solution includes value added services (VAS), quality customer care, digital network security and flexible tariffs.

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. Robi’s 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.

      Brand Equity:

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. It showed the traditional culture that it understood the principles of brand building and equity."Brand Awareness" consists of Brand Recognition and Brand Recall Performance.

Brand Recognition:

To establish the new brand, Robi is using new and unique brand name along with other brand elements. The elements are:

     Logo :

Their new logo can be called as the heart of their new brand. It is a symbol of balance, movement and change.

Brand Alpona:

Robi’s Alpona motif is uniquely created, especially for them.

Ø  Operator Number:
The operator number of Robi is 018

Ø  Slogan:

Ø  Axiata Brand:

Threats of Brand Equity:

·         Imposition of Govt. tax on SIM card

·         High competition in the telecom industry

·         GP started distributing dividend warrant..

·         Imposition of Govt. restriction on different service.

·         Country’s mobile phone operators will be required to take licenses from the BTRC to provide various value added services (VAS).

Opportunities of Robi

·         Making the world like village by offering more products in future

·         Increasing foreign direct investment making economic development in the country

·         The power of media is one of the strongest powers, and Robi has a very effective and efficient way to communicate with their customers through media.

·         Social Medias are the blooming industries right now, and Robi has the highest trafficking and fans than any other competitors.

·         Technological development making the people of the country more advance like the developed country in the world.

·         Making the communication facilities easier.

·         Robi’s target market is becoming widened so that mass people can be benefited by the CSR activities.

·         Robi is promoting and using Banlga name for their products, it helps to connect with the customers, and even help the customers to understanding the meaning of the products very well. 

Current Branding Strategy:

Value added services can be called as the cherry on the top for the brand as they are really adding values to their services. In today’s telecommunication market, it’s very much competitive, so the company needs to come up with new and unique ideas to create their competitive edge, Value added services is one of the major tool used by the brand to gain the competitive edge. The enhancement a company gives its product or service before offering the product to customers. Value added is used to describe the add-on features provided by the brand to its customers that gives it a greater sense of value. Robi offers a wide range of value added services.

This service includes –

·         SMS &Messaging

·         Entertainment

·         Downloads

·         Internet and Data Service

·         Community and Chat

·         Information Service

·         Mobile Assistance

·         Education and Career

·         Lifestyle

·         Call Management etc

·         Missed Call Alert

·         Robi Radio

·         BIMA Life Insurance

·         Train Tracker

·         Balance Transfer

·         Call Block

·         Phone Backup

·         Locator.

 Social Responsibility

As a socially responsible brand, Robi has highest number of Social Responsibility initiatives comparing to other competitors. With the vision of enabling opportunities to improve lives, Robi has a wide range of Social Responsibility activities, fields like Health, environment ICT education. Some of the Social Responsibility Activities are listed below:

·         Water Treatment Plant

Safe drinking water facility for railway passengers at different divisional railway stations set up by Robi Axiata Limited

·         RobirAlo

Electricity is an essential need for living but many people in Bangladesh do not have any access to it. There are still many villages without any supply of electricity thus denying the villagers there the opportunity to lead a better life

·         English in Schools (EIS)

Reaching 1000 schools, 64 districts, 7 million students, and 10,000 teachers

·         Basic Computer Training

Robi Axiata Limited has initiated a training program on Basic Computer Knowledge for the students of 72 colleges in 64 districts where Robi has already implemented Computer Corners to increase IT literacy among the students of rural and semi-urban areas.

·         Internet Corner

Under this campaign Robi with the support of Department of Public Libraries has established internet corners at all seven divisional public libraries with the objective of giving opportunity to all to know the benefits of internet. 

Having The Right Employee In The Right Position:

Creating brilliant digital and traditional campaigns and experiences for consumers was just the beginning for Robi. In order to continue and build on their success, Robi needed to have the right employees that shared the same vision. It became a necessity for the brand to hire employees who has the knowledge about traditional culture, market demand, competitors. All members of staff, updating them of how the business is performing and what the latest objectives are. Robi are offering different kinds of facility like(transport, others internal communication facility)throughout the company in order to effectively connect the brand with employees.

The Results

Robi doing lots of social activity and focus on the traditional culture of Bangladesh has helped them to become one of the most popular brands in the Bangladesh. With an exceptional call rate offer, keep a good position in the telecom operator industry , good network system , providing good other facility than the competitor.  Come up with new new branding strategy to keep their branding image and branding position.