Year of Investment/Shareholding Nature of Business

1995/70.0% Cellular 11.9 million

Subscribers GSM, GPRS, EDGE Technology Deployed

Robi is a dynamic and leading countrywide GSM communication solutions provider and is a joint venture company between Axiata and NTT DoCoMo of Japan. The company commenced operations under the Aktel brand on 15 November 1997 and embarked on a new journey with the brand name of Robi on 28 March 2010. Robi was the first mobile operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh. Robi aims to provide the best, in terms of coverage and connectivity to its customers all over Bangladesh.

ROBIS AIM IS TO BE ONE OF THE TOP PLAYERS WITHIN THE NEXT FEW YEARS PROVIDE THE BEST QUALITY SERVICE IN TERMS OF COVERAGE AND CONNECTIVITY TO ITS CUSTOMERS

Creative Open Respectful Ethical Simple Passionate Ownership Transparent

Unique: Robi is people centric

SWOT ANALYSIS: A Two Stage Competitive Approach Generic Approach Competitor Information
Web Emplo Annua Reven Net Addre yees l ue Incom ss sales e Robi( www.r my obi.co compa m.bd ny) Gram www.g een ramee phone nphon e.com Bangl www.b alink anglali nkgsm. com 2100 2940 core Asset Liabili Busine Stock ties ss Value value N/A N/A

15350 857 50145 25405 million million million million

More Than 4800 5000

5890 core

35810 million

4833 core

10533 58450 5 million million 6658 core 2869 core

N/A

46885 million

3120 core

19945. 5 million

N/A

N/A

N/A

SWOT Comparison Sheet (Strengths)

Strengths Robi Grameen Phone Banglalink

What are your core Competencies?

Lower Tariff

Network Coverage

Lower Tariff

What are your Business advantages?

Where are you making the most Money? What are you doing well?

No credit transaction

Market leader

Quality Service

Value added service

Providing Internet Service Network coverage

Airtime

Customer acquisition

Corporate Business

SWOT Comparison Sheet (Weaknesses)

Weaknesses What areas are you avoiding? Where do you lack resources? What are you doing poorly?

Robi Market penetration BTS

Grameen Phone Low tariff N/A

Banglalink Internet BTS

Rural areas

Customer satisfaction

Network coverage

Where are you losing money

What needs improvements?

Seam sales
Network coverage Tariff cost

Seam Sales
Network Quality

SWOT Comparison Sheet (Opportunities)

Opportunities Robi Grameen Phone Banglalink

Any beneficial trends?

Improvement of Network quality

Growing Internet

Aggressive improvement Of network quality

Niches that competitors are missing?

New technologies?

PCO

Cell phone

N/A

3G Network

3G

3G

New needs Of customers

Attractive tariff

Attractive tariff

Clear Voice Calls

SWOT Comparison Sheet (Threats)

Threats Robi Grameen phone Fiber optic Network Problem NO NO Inflation Political influence Conflict between industry growth and Dreams of digital BD Banglalink

Obstacles to Overcome? Aggressive Competitors? Successful Competitors? Negative economic Conditions? Government regulation? Changing business climate?

Fiber optic Network Problem Yes Yes Inflation Political influence Bangladesh Telecommunication Act Increasing competition Changing customers need Power Supply

Fiber optic Network Problem YES YES Inflation Political influence Bangladesh Telecommunication Act

Vulnerabilities?

Increasing Increasing competition competition Changing customers need Changing customers need Uncertainty regarding Power Renewal of license Supply

Entry Barriers Exit Barriers Mobility Barriers

Suppliers Power High

No. Of Competitors Few 1.Grameen Phone 1. Switching cost for Robi 2.Banglalink is high 3.Warid 2. No. of suppliers is low 4.Citycell 3. Controls power is high. 5.BTCL 6.RanksTel Profitability Low 7.Dhaka Phone Profitability No. Of substitutes 1.Land phone 2.Walky talky

Buyers Power High 1. Bargaining power 2. Switching cost 3. Organized buyers Profitability Low

Profitability High

DEMOGRAPHIC SEGMENTATION 1. Professional: 2. Social Class:

BEHAVIORAL SEGMENTATION 1. User Status: 2. Usages Rates:

STUDENTS BUSINESS ENTREPRENUERS

Positioning means occupying a distinct place in consumers mind. ROBI positions through product differentiation. In two steps:

Identifying Competitive Advantage

How many difference to promote

Robi identified that they will get advantages from airtime especially from the students and small entrepreneurs. Because they wants easy packages and lower tariff, and Robi make it for them .

The lower tariff facilities Best network. Easy load Monthly bonus Lifetime validity 5 FnF numbers also in other operators. Lower cost for using internet for student package

Marketing Mix of Robi

Product
Variety Cheap Feature Features Design

People
Polite Energetic Proactive Enthusiastic

Price
Competitor Pricing Discount Payment period

Marketing Mix

Place
Channels Coverage Locations Transportation

Promotion
Advertising Sales Promotion Public Relation

Product:

Product

Pre-paid

Post-Paid

Corporate

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 Full BTCL connectivity with FREE BTCL incoming Extended and simplified refill validity for ease and freedom Nationwide EasyLoad facility Nationwide high speed internet connectivity All available Value Added Services (e.g. SMS, MMS, GoonGoon, ringtone, wallpaper, games, animation downloads)

Robi Postpaid:
1.There will be two plans Simple Plan and Normal Plan.
2. Exemption of line rent Tk. 100/month, if monthly airtime usage exceed Tk.500 (excluding monthly subscription fee) or if customer Subscribes unlimited GPRS 3. Normal plan customers can add up to 5 FNF numbers to any operator including one BTCL number

4. Tariffs are exclusive of VAT

5. For ISD 15 sec pulse from 1st minute applicable

Robi Corporate:

The wide range of Corporate Packages to fulfill your needs Zero security deposit with NO monthly line rent. Convenient bill payment options. Robi Corporate Insurance Policy

Some other facilities:

Friends and Family (FnF) Customized Credit Facility Itemized Bill Dedicated Corporate Customer Carehelpline Roaming

Price: Plan for Pepaid:

Package price Tk. 148 Welcome gift of Tk. 50 talk-time (applicable for any purpose) and 500 SMS (applicable for only Robi number) upon activation Activation talk-time validity: 60 days Free SMS validity: 15 days Default tariff plan will be Shoccho (formerly known as Simple Plan) (with migration facility) Available at Robi sheba, Robi sheba Point & all the mobile outlets nationwide

Plan for Postpaid

SIMPLE PLAN
ParticularsTK/minOutgoing24 hours To Robi0.68To Other
Operators0.68To BTCL (Local/NWD)0.68SMS charge (to any operator)0.48To International (ISD)
*Only ISD ChargesIncomingFrom any number worldwideFreePulseOutgoing60 sec from 1st minute

NORMAL PLAN
ParticularsTK/minOutgoing24 hours To Robi1.00To Other
Operators1.00To BTCL (Local/NWD)1.00FNF (5 No)0.68Partner (1 Robi No)0.25SMS charge (to any operator)0.48To International (ISD)Only ISD ChargesIncomingFrom any number worldwideFreePulseOutgoing30 sec from 1st minute

Place:
Robi has now extended its customer service delivery to 443 Channel Partners across the country.

Customer care center in different division : Barik Building Moor Barista Bogra CDA Avenue Comilla Cox's Bazar Dhanmondi Feni Gulshan1 etc.

Promotion:
Current Offers:

Robi prepaid customers (excl. EasyLoad, Uddokta, Corporate) who has not used their connection in minimum period 60sec pulse applicable Robi brings another new exciting tariff plan for its prepaid mass customers through which they can enjoy lowest on-net tariff and
thus can talk more and save more.

Promotion (Cntd):
Any prepaid customer can get itemized bill for his/her prepaid number They have set up many bill boards through out the country. They have used different media for the mass production e.g. Television, radio They made some rallies in order to promote their product. Prepaid service in same postpaid number.

People:
Energetic, Proactive, Enthusiastic, Result oriented individuals who will be able to uphold the values of the organization by following the Creative, Open, Respectful, Ethical, Simple, Passionate, Owner and Transparent.

Process
Purchase a Robi connection from any of Robi Customer Care Centers or authorized dealers / Robi Touch Points

Duly filled in new Registration Form with customers signature

2 attested copies of recent passport-size color photographs Proof of Identification (NID and Passport (for foreigner).)

Proof of Address (Copy of recent Electricity, WASA, Telephone Bill etc.)

Connection charges (package price)

Physical Evidence
Logo

24 Hour Helpline Cusomer care Billboard Robi Care point Brand color (red) Robi Use Red Bag For Packaging The Employee of Customer touch point always wear Red teeshirt Robi engages itself in various types of Corporate Responsibility (CR) programs for Physical Evidence

Sales force Control

Robi has some energetic sales people. they are act as bridge to the customers to the organizanation. Robi provides gift to customer through there sales people.

Distribution control
Robi has many distribution houses which are very much aligned. They act as a partner of retailers to provide better customer service. Distribution houses are located in every area of Bangladesh. For example in Dhaka they have divided Gulshan area in five different zones. This zones are solving all the third party problem like-Easy load problem.