Dissertation Report A Study On The Marke PDF

Dissertation Report
On
A study on the Marketing Strategy of Robi Axiata Ltd.
SUBMITTED BY:
Mohd Khurshid Hasan

ID # 24-01-016-017 (1ST Batch)
Master of Professional HRM (MPHRM)
Department of Management
University of Dhaka
Supervisor Name:
Professor Dr. Md. Serajul Islam
University of Dhaka.
SUBMITTED TO:
Department of Management,
MPHRM Program
Date of Submission: 29th September 2018

LETTER OF TRANSMITTAL
September 29, 2018.
Professor Dr. Md. Serajul Islam

Subject: Submission of Dissertation Report on “A study on the Marketing Strategy of Robi

Axiata Ltd”.
Dear Sir,
With due respect I am submitting my dissertation deport on A study on the Marketing Strategy
of Robi Axiata Ltd. This report has been submitted as an important requirement of the course
curriculum. To prepare this report I have followed your valuable instruction, related documents
and references.
I tried my level best to prepare an effective & credible report. I hope you will find this report
as qualitative and satisfactory.
Sincerely yours,
Mohd Khurshid Hasan

ID # 24-01-016-017 (1st Batch)
Master of Professional HRM (MPHRM)
University of Dhaka
Acknowledgement
This study was a very good opportunity to enhance my knowledge and skills in the research
field. The study gave me the opportunity to know the practical world of business. At the same
time, it also improved my capacity to understand the things in a better way. However, here, I
would like to thank the persons who have great contributions to this project. I would like to
thank my supervisor Professor Dr. Md. Serajul Islam, who inspired me to conduct this
research and guided me at every stage. I would also like to convey regards to the other faculty
members and my friends for their support during the work.
Thanking you
Yours sincerely
_______________________
Mohd Khurshid Hasan
ID: 24 01 16 017
MPHRM (1st Batch)
Department of Management, FBS
University of Dhaka
DECLARATION
I am Mohd Khurshid Hasan, student of MPHRM Program (1st Batch), under the Department
of Management, Faculty of Business Studies, University of Dhaka; do hereby declare that the
internship Repot on “A Study on the Marketing Strategy of Robi Axiata Ltd.” Is an original
work and has not been previously submitted for any degree, diploma, title, or recognition.
Dated: 29 September 2018
Signature:
____________________
Mohd Khurshid Hasan
ID: 24 01 16 017
MPHRM (1st Batch)
Department of Management, FBS
University of Dhaka
Executive summery
Mobile technology is presently providing various cheap solutions in people's daily life. The
traditional thinking of connecting people through mobile phone is far behind in comparison
with the present scenario. Information technology enables telecom companies to provide
economic solutions with a very cheap and easily available access to satisfy customers, which
was earlier costly and not accessible to some extent. This report is arranged on the basis of my
three-month practical experience at Robi Axiata Limited. This internship program helped me
to learn about the practical scenario of a Telecommunication Company. Robi Axiata Limited
is a dynamic and leading countrywide GSM communication solution provider. It is a joint
venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan.
Robi Axiata Limited, formerly known as Telecom Malaysia International (Bangladesh),
commenced its operation in 1997 under the brand name Aktel among the pioneer GSM mobile
telecommunications service providers in Bangladesh. Later, on 28th March 2010 the company
started its new journey with the brand name Robi.
This report has been presented based on my observation and experience gathered from the
company. The organization has many divisions and departments. As I have completed my
internship in the market strategy and planning under market operation department I will be
discussing more on Robi customer satisfaction scenario in terms of today’s market. This report
is about the study of marketing strategy of Robi Axiata ltd, Bangladesh. A research has been
conducted to draw a conclusion on the satisfactory level of the customers who use telecom
services. The result that is found is quite considerable. However, Robi Axiata Limited should
work a lot to convince and sustain their existing customers as well as to gain more new
customers through satisfying them. The result of the research is described in details in this
report in the later chapters. The first chapter discuss about the introduction of eth problems,
research objectives, research questions and limitations of the research. In the second chapter
literature review has been done using various sources, concept and definition of marketing,
various theories on marketing, the marketing strategy followed by the company ROBI
AXIATA to attain its objectives. In third chapter the overview of the company , its historical
background , it mission and vision, organizational structure and functional departments have
been discuss to get an overall view of the said company. In chapter four result has been
analyses according to the data collected from structured questionnaire. The data collected from
the questionnaire has been presented using various graphs and figure also a descriptive statistics
made to make the result of the research more valid. Findings have been given according to the
result of the research. In chapter five conclusion and recommendations given for the result
gained from the chapter four. All the resources and information used in this research are valid
and appropriately referenced.
Table contents
CHAPTER-01: INTRODUCTION ........................................................................................ 1
1.1 Background of the report.................................................................................................. 2
1.2 Statement of the problem ................................................................................................. 3
1.3 Objective of the study ...................................................................................................... 5
1.3.1 Primary objectives ..................................................................................................... 5
1.3.2 Secondary objectives ................................................................................................. 5
1.4 Limitation of the research ................................................................................................ 5
CHAPTER-02: LITERATURE REVIEW ............................................................................ 6
2.1 Concept of marketing strategy ......................................................................................... 7
2.2 Market share of Robi Axiata Limited .............................................................................. 8
2.3 Market position and strategy .......................................................................................... 10
2.4 Marketing strategy and marketing mix .......................................................................... 11
2.5 Marketing strategy of Robi Axiata ................................................................................. 12
2.7 SWOT analysis of Robi Axiata ..................................................................................... 16
2.8 Research Onion .............................................................................................................. 17
CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY ...................................... 19
3.1 Introduction .................................................................................................................... 20
3.2 Size of population........................................................................................................... 20
3.3 Sampling design ............................................................................................................. 21
3.4 Method of sampling selection ........................................................................................ 22
3.5 Data collection method................................................................................................... 22
3.6 Limitations ..................................................................................................................... 23
3.7 Timeline of the Research................................................................................................ 23
3.8 Data presentation and Data analysis technique .............................................................. 24
3.9 Summery ........................................................................................................................ 25

CHAPTER-04: BACKGROUND OF THE ORGANIZATION ........................................ 26
4.1 Introduction .................................................................................................................... 27
4.2 History of the ROBI Axiata Bangladesh ........................................................................ 27
4.3 Product/service Offering ................................................................................................ 28
4.4 Customer care centers .................................................................................................... 28
4.5 Vision ............................................................................................................................. 28
4.6 Mission ........................................................................................................................... 28
4.7 Principle of Robi ............................................................................................................ 28
4.8 Prepaid connection of ROBI .......................................................................................... 28
4.9 Priority Service Program ................................................................................................ 29
4.10 Business Solutions ....................................................................................................... 30
4.11 International Roaming .................................................................................................. 30
4.12 Robi Operational Network Organogram and Divisions: .............................................. 31
CHAPTER-05: RESULT ANALYSIS AND FINDINGS ................................................... 32
5. 1 Introduction ................................................................................................................... 33
5.2 Quantitative Data analysis .............................................................................................. 33
5.3: Descriptive statistics (Annova test) Using IBM SPSS .................................................. 42
5.4. Findings of the study ..................................................................................................... 46
CHAPTER-06: CONCLUSION AND RECOMMENDATIONS ...................................... 48
6.1: Conclusion..................................................................................................................... 49
6.2 Recommendations .......................................................................................................... 50
REFERENCES ....................................................................... Error! Bookmark not defined.
APPENDICES ........................................................................................................................ 57
Appendix-01: Survey questionnaire ..................................................................................... 57

List of figure
Figure 1 Market Share of telecommunication industry in Bangladesh (Rafiq, R.I., 2018) ....... 9
Figure 2 Active mobile subscriber in Bangladesh ( Ahmed , 2018) ........................................ 13
Figure 3 7ps of marketing (source: learner) ............................................................................. 16
Figure 4 7ps of marketing (source: learner) ............................................................................. 17
Figure 5: Research Onion (Saunders et al. 2009) .................................................................... 18
Figure 6: Research Design ....................................................................................................... 21
Figure 7 organizational structure of ROBI .............................................................................. 31
Figure 8 Gender specification of respondent ........................................................................... 34
Figure 9 Age description of the respondent ............................................................................. 35
Figure 10 average monthly income of employees ................................................................... 36
Figure 11 marketing strategy ................................................................................................... 37
Figure 12 Mobile operator have best marketing strategy ........................................................ 38
Figure 13 mobile promotional campaign ................................................................................. 39
Figure 14 Standard call rate ..................................................................................................... 40
Figure 15 Best product and services strategy .......................................................................... 41
Figure 17 challenges you faced while setting marketing strategy ........................................... 42
List of tables
Table 1 Timeline of the Research ............................................................................................ 24
Table 2 Gender specification (Source : learner) ...................................................................... 33
Table 3 age description of the respondent ............................................................................... 34
Table 4 average monthly income of employees ...................................................................... 35
Table 5 Mobile operator have best marketing strategy ............................................................ 37
Table 6 mobile promotional campaign .................................................................................... 38
Table 7 Standard call rate ........................................................................................................ 39
Table 8 Best product and services strategy .............................................................................. 40
Table 9 challenges you faced while setting marketing strategy .............................................. 41
Table 10 Satisfaction on marketing strategy of ROBI Axiata ................................................. 43
CHAPTER-01: INTRODUCTION
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1.1 Background of the report
Robi Axiata Limited is one of the leading mobile operator in Bangladesh. Robi diversified their
market various way by product and service. Day by day Robi appears with better ideas and
products as well as services to capture market position. In this report here is analysis different
activities of the ROBI and evaluate all the activities of ROBI. Finally identify the different
problems of Market operating System of ROBI and suggest some recommendation to
overcome this situation.
Many business owners haven’t discovered the importance of a marketing strategy. In fact,
having a marketing strategy is so useful that you can think of it as having a road map (or a
cheat sheet). It will guide you in just about every business decision that you make. If business
fail to recognize the importance of a marketing strategy and don’t fully integrate digital
marketing into your marketing plan, then these will be the consequences such as losing out to
competitors, losing market share to existing and start up competitors, gaining and retaining
fewer customers, missing out on opportunities for better targeting and optimization, Lack of
planning often leads to suboptimal execution. This means that competitors will pose more of a
threat, filling in the gaps of the lackluster service you offer. And finally, given the effectiveness
of digital marketing, many businesses don’t allocate enough resources towards it. This presents
an opportunity for the wise (Kumar, 2018)
Marketers employ different strategies for different advertising situations, such as targeting
specific demographics or promoting a certain type of product. Many marketing strategies exist,
but just a few basic rationales underlie most of them. The goal is usually to promote a good or
service, but sometimes the goal is to draw attention to a political or social issue. The goal of
most marketing campaigns is to convince a targeted group of people to buy a product or service.
With political and social issues, marketing campaigns might focus on promoting a candidate
or helping an organization effect social change. Many marketing techniques exist, and
advertisers mix and match them to target different demographics. For example, a political
campaign might use direct-mail advertisements, television and radio commercials, and door-
to-door volunteers to promote a candidate. Some marketing strategies aim to achieve brand
awareness. Customers are more likely to purchase a product with which they are familiar, so
making your product a household name can increase sales. If the marketing is part of a political
campaign, advertisements often display the candidate's name prominently to promote a feeling
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of familiarity. Perhaps the most common marketing strategy is to form an association between
a positive concept and the product or service. For example, if you wish to promote a vacation
destination, your advertisements might try to convince people it is relaxing and fun by
presenting images of couples contentedly soaking in the sun on a beach. Or, if you wish to
promote a beverage, your advertisements might feature thirsty-looking people drinking your
product. While this marketing strategy can be effective, it's important not to embellish claims,
or people will find your campaign off-putting (Rahim et al, 2018).
1.2 Statement of the problem

ROBI aims to achieve 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 geared to
address the ever changing needs of the budding nation. 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. To ensure leading-edge technology, Robi draws
from the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voice,
CAMEL Phase II & III and GPRS/EDGE service with high speed internet connectivity. Its
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.
It has the widest International Roaming coverage in Bangladesh connecting 600 operators
across more than 200 countries. Its customer centric solution includes value added services
(VAS), quality customer care, easy access call centers, digital network security and flexible
tariff rates (Allen, M.W., 2016)
Marketing strategy provides an organization an edge over its competitors. Strategy helps in
developing goods and services with best profit making potential. Marketing strategy helps in
discovering the areas affected by organizational growth and thereby helps in creating an
organizational plan to cater to the customer needs. It helps in fixing the right price for
organization’s goods and services based on information collected by market research. Strategy
ensures effective departmental co-ordination. It helps an organization to make optimum
utilization of its resources so as to provide a sales message to it’s target market. A marketing
strategy helps to fix the advertising budget in advance, and it also develops a method which
determines the scope of the plan, i.e., it determines the revenue generated by the advertising
plan. In short, a marketing strategy clearly explains how an organization reaches its
predetermined objectives (Alvesson, M. and Sköldberg, K., 2017).
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Successful companies add value for customers by selling them products and services they need
at a price they can afford. These companies use marketing strategies to match the products and
services they produce to the needs of the market. The rationale for using different marketing
strategies is to obtain a better understanding of market needs and to more completely satisfy
them. Companies that develop effective marketing strategies achieve high sales volumes at the
desired profit margins (Asfaw 2015).
A key marketing strategy is the segmentation of the market into parts that the company can
analyze. Since customers have different characteristics and various needs, it makes sense to
group similar customers together. These groups have common characteristics and needs. The
rationale behind implementing such a marketing strategy is that the company can better satisfy
the needs of segments of similar customers. It can design slightly different products for
different segments and match promotion to the customers. By better satisfying the needs of
each segment, the company achieves higher performance. One of the characteristics of a
marketing plan is its marketing mix. The plan specifies a strategic mix of price, product, place
and promotion that matches the characteristics of each market segment. The rationale for using
a marketing mix strategy is that these four elements represent the key aspects of marketing
activities. If a company can design a product or service that meets the needs of the market,
offer it at an affordable price, sell it in convenient locations and let the target market know
about it with effective promotion, it will be successful (Auberlet 2015).
Planning for marketing has to include a strategy for dealing with competition. If a competitor
already occupies a target market with the company's proposed marketing mix, meeting sales
targets will be challenging. Typical marketing plans include competitive advantages. The
rationale behind these strategies is that a company can better meet the needs of a target market
if it can leverage a competitive advantage such as low costs or better service. A low-cost
company can offer the same product as a competitor but at lower cost, or it can offer a higher
quality product at the same cost. In this way, it can better serve the target market. Companies
sometimes try to improve market services and increase sales by adopting solution-oriented
rather than product-focused strategies. If a company's supplies into a target market fail to satisfy
market needs because of issues peripheral to the company's products and services, the company
may offer an integrated solution package that solves problem issues. The rationale for such a
strategy is that it increases customer satisfaction while allowing the company to generate higher
revenues and profits (Ayala, 2015).
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1.3 Objective of the study
1.3.1 Primary objectives
• The main objective of the study is to understand the Market strategy of the Robi Axiata
Limited
1.3.2 Secondary objectives

• To analyses the current marketing strategy of the Robi Axiata Limited
• To identify the main elements of marketing strategy of Robi Axiata Limited
• To understand the effectiveness of the marketing strategy of Robi Axiata Limited
• To understand the impact of marketing strategy on the profitability of the business
1.4 Limitation of the research

One of the major limitations of preparing this report was abiding by the confidentiality clause
as per company policy which does not allow a lot of data to be presented in the report out of
concerns of privacy. Although there were quite a few internal information sources available to
me, I was often not able to utilize such sources extensively due to policy concerns. I was strictly
instructed to get every small detail I used in this report cross checked with my supervisors.
• The area of research is vast. It is difficult to give a concrete result or opinion based on
a vast area in a minimum time
• Since a single hand performed the research activity, it was not be possible to collect all
the information regarding the market situation.
• The conclusion drawn in this report is solely my individual perception which does not
necessarily describe the actual scenario of the market.
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CHAPTER-02: LITERATURE REVIEW
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2.1 Concept of marketing strategy
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental
goal achieving a sustainable competitive advantage. Strategic planning involves an analysis of
the company's strategic initial situation prior to the formulation, evaluation and selection of
market-oriented competitive position that contributes to the company's goals and marketing
objectives. Strategic marketing, as a distinct field of study emerged in the 1970s, and built on
strategic management that preceded it. Marketing strategy highlights the role of marketing as
a link between the organization and its customers.
Scholars continue to debate the precise meaning of marketing strategy. Consequently, the
literature offers many different definitions. On close examination, however, these definitions
appear to center around the notion that strategy refers to a broad statement of what is to be
achieved.
"The marketing strategy lays out target markets and the value proposition that will be offered
based on an analysis of the best market opportunities." (Philip Kotler & Kevin Keller,
Marketing Management, Pearson, 14th Edition)
“An over-riding directional concept that sets out the planned path.” (David Aaker and Michael
K. Mills, Strategic Market Management, 2001, p. 11)
"Essentially a formula for how a business is going to compete, what its goals should be and
what policies will be needed to carry out these goals." (Michael Porter, Competitive Strategy:
Techniques for Analyzing Industries and Competitors, NY, Free Press, 1980)
"The pattern of major objectives, purposes and goals and essential policies and plans for
achieving those goals, stated in such a way as to define what business the company is in or is
to be in. (S. Jain, Marketing Planning and Strategy, 1993)
"An explicit guide to future behaviour.” (Henry Mintzberg, “Crafting Strategy,” Harvard
Business Review, July–August, 1987 pp. 66–74)
Strategy is "reserved for actions aimed directly at altering the strengths of the enterprise relative
to that of its competitors... Perfect strategies are not called for. What counts is... performance
relative to competitors.” (Kenichi Ohmae, The Mind of the Strategist, 1982, p. 37)
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Strategy formulation is built on "the match between organizational resources and skills and
environmental opportunities and risks it faces and the purposes it wishes to accomplish." (Dan
Schendel and Charles W. Hofer, Strategy Formulation: Analytical Concepts, South-Western,
1978, p).
The distinction between “strategic” and “managerial” marketing is used to distinguish "two
phases having different goals and based on different conceptual tools. Strategic marketing
concerns the choice of policies aiming at improving the competitive position of the firm, taking
account of challenges and opportunities proposed by the competitive environment. On the other
hand, managerial marketing is focused on the implementation of specific targets." Marketing
strategy is about "lofty visions translated into less lofty and practical goals [while marketing
management] is where we start to get our hands dirty and make plans for things to happen."
Marketing strategy is sometimes called higher order planning because it sets out the broad
direction and provides guidance and structure for the marketing program (Baldwin 2018).
Marketing strategy involves mapping out the company's direction for the forthcoming planning
period, whether that be three, five or ten years. It involves undertaking a 360° review of the
firm and its operating environment with a view to identifying new business opportunities that
the firm could potentially leverage for competitive advantage. Strategic planning may also
reveal market threats that the firm may need to consider for long-term sustainability. Strategic
planning makes no assumptions about the firm continuing to offer the same products to the
same customers into the future. Instead, it is concerned with identifying the business
opportunities that are likely to be successful and evaluates the firm's capacity to leverage such
opportunities. It seeks to identify the strategic gap; that is the difference between where a firm
is currently situated (the strategic reality or inadvertent strategy) and where it should be situated
for sustainable, long-term growth (the strategic intent or deliberate strategy (Berezina 2015) .
2.2 Market share of Robi Axiata Limited

Given that growth rate will ultimately slow, market share becomes an even more important
factor. Figure 2 shows the mobile operators and the number of their subscribers as well as their
market share as of November 2015. Over the past four years, the market share range for each
of the operators is as follows: Grameenphone: 41-43%, Banglalink: 24-28%, Robi: 19-23%,
Airtel: 6-8%, Citycell: 0.5-2%, and Teletalk: 1-3.5%. (Jaheed 2018)
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Table: Market share of ROBI (Rafiq, R.I., 2018)
Figure 1 Market Share of telecommunication industry in Bangladesh (Rafiq, R.I., 2018)

This tells us that the market share of the operators has been quite static and that it is very
difficult for any operator to take away market share from any other operator. Thus, a merger or
acquisition is one of the only routes to increase market share. If the Robi Airtel merger were to
happen right now, the combined entity would have a subscriber base of over 38 million and a
market share of 29%, which would put it in 2nd position in the market. A point to note is that
even if the merger were not to happen, it is likely that there will be changes in the market share
landscape with the expected introduction this year of mobile number portability (MNP). Once
a subscriber is able to switch carriers without the inconvenience of having to change his/her
phone number, there will surely be a higher churn rate based on factors such as quality of
service and more cost effective offerings from competitors.
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2.3 Market position and strategy
In terms of market position, firms may be classified as market leaders, market challengers,
market followers or market niches.
Market leader: The market leader dominates the market by objective measure of market share.
Their overall posture is defensive because they have more to lose. Their objectives are to
reinforce their prominent position through the use of PR to develop corporate image and to
block competitors brand for brand, matching distribution through tactics such as the use of
“fighting” brands, pre-emptive strikes, and use of regulation to block competitors and even to
spread rumours about competitors. Market leaders may adopt unconventional or unexpected
approaches to building growth and their tactical responses are likely to include: product
proliferation; diversification; multi-branding; erecting barriers to entry; vertical and horizontal
integration and corporate acquisitions.
Market challenger: The market challenger holds the second highest market share in the
category, following closely behind the dominant player. Their market posture is generally
offensive because they have less to lose and more to gain by taking risks. They will compete
head to head with the market leader in an effort to grow market share. Their overall strategy is
to gain market share through product, packaging and service innovations; new market
development and redefinition of the to broaden its scope and their position within it.
Market follower: Followers are generally content to play second fiddle. They rarely invest in
R & D and tend to wait for market leaders to develop innovative products and subsequently
adopt a “me-too” approach. Their market posture is typically neutral. Their strategy is to
maintain their market position by maintaining existing customers and capturing a fair share of
any new segments. They tend to maintain profits by controlling costs.
Market nicher: The market nicher occupies a small niche in the market in order to avoid head
to head competition. Their objective is to build strong ties with the customer base and develop
strong loyalty with existing customers. Their market posture is generally neutral. Their strategy
is to develop and build the segment and protect it from erosion. Tactically, nichers are likely
to improve the product or service offering, leverage cross-selling opportunities, offer value for
money and build relationships through superior after sales service, service quality and other
related value adding activities.
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As the speed of change in the marketing environment quickens, time horizons are becoming
shorter. Nevertheless, most firms carry out strategic planning every 3- 5 years and treat the
process as a means of checking whether the company is on track to achieve its vision and
mission. Ideally, strategies are both dynamic and interactive, partially planned and partially
unplanned. Strategies are broad in their scope in order to enable a firm to react to unforeseen
developments while trying to keep focused on a specific pathway. A key aspect of marketing
strategy is to keep marketing consistent with a company's overarching mission statement.
Strategies often specify how to adjust the marketing mix; firms can use tools such as Marketing
Mix Modeling to help them decide how to allocate scarce resources, as well as how to allocate
funds across a portfolio of brands. In addition, firms can conduct analyses of performance,
customer analysis, competitor analysis, and target market analysis.
2.4 Marketing strategy and marketing mix

Generally, marketing mix refers to the marketing managements’ main efforts. After selecting
a target market, marketing managers have to develop a systematic sales plan for attracting
customers and creating long-term relations with them. Marketing plan is resulted from
managerial decisions in terms of marketing mix (product, price, place, and promotion). Indeed,
these are the most important parameters which marketing managers allocate company’s
resources for them in order to achieve sales and profit goals (Goi, 2009). Review of marketing
literature reveals that 4Ps is the most acceptable marketing mix which includes product, price,
place (distribution), and promotion. The concept of marketing mix has been introduced by
Bourden (1950) for them first time in the frame of 4Ps (Nakhchian, 2009). The services
marketing theorists study the differences between services and goods marketing. Smith pointed
out that a large part of these efforts are focused on the marketing mix concept. He believes that
the services marketing mix is different from good marketing mix. Indeed, he stresses that
services marketing requires different decisions than goods marketing. He differentiates services
marketing from goods marketing. He suggests that people (employees), physical assets, and
processes are other elements of services marketing mix than goods marketing mix. In other
words, Smith believes that services marketing mix consists of 7 elements including product,
price, place (distribution), promotion, people (employees), physical assets, and processes
(Kotler, 2004).
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Product: Product refers to a marketing mix element that is related to creativity and
development in the product management. Product decisions are very important, as these
decisions are related to the production so that satisfy customers’ needs and wants.
Pricing: Price is one of the fundamental marketing mix elements. Indeed, price should is
acceptable for final consumers and determines other marketing mix elements. Services price is
a value that services provider make. It should have adaptability with customer perception. If a
service price is very high, the customers do not use it and vice versa. In other words, if the
service price is low, the customers perceive it as a low-quality and undesirable services. Many
services providers offer different types of services for market segments (Kotler, 2004).
Promotion: Promotional plans are developed for informing target customers from company’s
products. Unfortunately, some people think that the effective marketing efforts (providing
appropriate services with appropriate price levels in a favorable place for satisfying customers’
needs and wants) do not need comprehensive advertisements. Generally, promotional efforts
include direct marketing, public relations, advertisements, sales promotions (Roosta et al.,
2001). Marketing and advertisement professionals like talking about consumption markets,
consumers, and customers. On the other hand, public relations specialists interest in publicity,
audience, and stakeholders. These groups are the people who are influenced by company and
also influence it. From their perspective, public relations are free from any encouragement and
persuasion. Indeed, the ideal purpose of public relations is to create perception and cooperation
by which two-way dialogue will be possible. Based on the definition, marketing efforts are
developed in order to encourage customers and consumers for purchasing and consuming
goods and services (Willcocks, 2007).
Place: Place (distribution) refers to the process of delivering products to the customers
sufficiently and minimizing transportation and saving costs. In other words, place or
distribution is the process of providing services in the best place and time and in a best manner.
2.5 Marketing strategy of Robi Axiata

To ensure leading-edge technology, Robi has the international expertise of Axiata and NTT
DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with
high speed internet connectivity. Its 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
12 | P a g e
partners for international roaming. It has the widest International Roaming coverage in
Bangladesh connecting 550 operators across 205 countries. Its customer centric solution
includes value added services (VAS), quality customer care, easy access call centers, digital
network security and flexible tariff rates. 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. Together with its unique ability to develop
local insights, Robi creates distinct services with local flavor to remain close to the hearts of
its customers.
Fulfill Market Needs
Robi is providing a wide range of services for its valued customers. The company seeks
following benefits that are important for its customers. Robi posse’s good information about
the market knows a great deal about the common attributes of the most valued customer. Before
launching its experienced and prompt sell and marketing force observed the market carefully
and better understood who is served, what is their specific needs and the way to communicate
with the customers need and demand.
Figure 2 Active mobile subscriber in Bangladesh ( Ahmed , 2018)
Product Positioning: Initially the target for Robi was to reach the top, but other mobile
operators are also targeting to the grass root level and thus increasing their customer base.
Axiata Bangladesh Limited wants to be the leader with good quality and designing products
for all classes of people.
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2.6 Marketing Mix strategy of ROBI Axiata using 7Ps of marketing
Product
• Continuous improvement of quality
• Repositioning of products to different target markets
• Always branding Robi with all packages with a GSM service
Price
• Necessary changes in tariff structure, and changes in terms and conditions.
• Penetration pricing in the face of competition.
• Skimming policy possible.
Promotion
• Brochures with necessary info.
• Press ads.
• TVC’s.
• Billboards.
Place/Distribution
• Make effective use of distribution.
• Make product service delivery system more effective and less time consuming.
• Wider distribution network to make service more accessible
People: Consumers make judgments and deliver perceptions of the service based on the
employees they interact with. Staff should have the appropriate interpersonal skills, attitude,
and service knowledge to provide the service that consumers are paying for. Robi continues to
investing in human capital and empowerment of employees and has continuously trained and
developed its employees for enhancing their competencies and leadership qualities. As a result
Robi recognized as number one employee brand in the country.
Process
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Refers to the systems used to assist the organization in delivering the service. Service delivery
process of Robi is very fast. A consumer can get a connection easily by simply providing
necessary information, price and voter ID card to any other retailer to get service instantly.
Prepaid connections activated instantly, but post-paid connections requires 24 hour for
activation. Even subscribers get very fast customer service through hotline number.
Physical Evidences
Physical Evidence is the element of the service mix which allows the consumer again to make
judgments on the organization. Decoration of Robi Sheba Point, company website, the logo,
and packaging of connections, business cards and gift items are maintained top quality so
consumer always makes positive judgments about Robi.
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Figure 3 7ps of marketing (source: learner)
2.7 SWOT analysis of Robi Axiata

SWOT analysis (strengths, weaknesses, opportunities and threats analysis) is a framework for
identifying and analyzing the internal and external factors that can have an impact on the
viability of a project, product, place or person.
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Figure 4: 7ps of marketing (source: learner)
According to the previous figure Grameen phone is holding the highest amount of market share
followed by Banglalink and Robi. Other three mobile operators are controlling 10 percent of
the total market share. So it is providing a clear indication that competitions are going in
between Grameenphone, Banglalink and Robi. Other telecom operators are clearly far behind
and they have to make a huge progress if they want to be in the competition.
2.8 Research Onion

Research Onion offers a fruitful progression that enables the researcher to design the
methodological section of a particular study. Six phases such as philosophical stances, effective
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techniques, approaches, preferences, methods, along with time horizon are covered under
research onion. Ontology, axiology as well as epistemology are layers of research onion.
Ontology is a section of metaphysics which is concerned with studying real nature as well as
circumstances. Axiology puts emphasis on ethical considerations as well as ethical values. In
the opinion of Bauer (2017, p.17), epistemology is dealing with reality.
Figure 5: Research Onion (Saunders et al. 2009)
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CHAPTER-03: RESEARCH DESIGN AND METHODOLOGY
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3.1 Introduction
In this section, the collection of significant data had been gathered by the researcher with the
help of primary as well as secondary sources. After collection of the data, the evaluation of the
gathered information will be conducted in this particular research study. Apart from this, the
methodology section of a research work helps the other individuals to get a complete awareness
regarding the explanation, prediction as well as possible solutions in relation to the entire study
of the research topic. In addition, to this, the chosen philosophies, design along with the
approach of the research is provided with proper justification relevant to a research topic.
3.2 Size of population

Consequential research requires an understanding of the statistics that drive the range of sample
size decisions you need to make. A simple equation will help you put the migraine pills away
and sample confidently knowing that there is a high probability that your survey is statistically
accurate with the correct sample size. How many total people fit your demographic? For
instance, if you want to know about mothers living in the US, your population size would be
the total number of mothers living in the US. Not all populations’ sizes need to be this large.
Even if your population size is small, just know who fits into your demographics. Don’t worry
if you are unsure about this exact number. It is common for the population to be unknown or
approximated between two educated guesses. Sample population in this research are the people
working in Robi axiata living in Dhaka city. Total size of the population for the research is 150
of the 75 respondents will be chosen randomly for the survey to collect primary data.
Research philosophy states the ways for completing the specific study in a fruitful manner.
Positivism, Realism, Post-positivism as well as interpretivism are the terms associated with the
philosophy of research. Realism is concerned with studying social perceptions. In accordance
with the opinion of Cazeaux (2017, p.32), Interpretivism studies the intentions as well as
expectations of individuals. According to Dimitrova and Rosenbloom (2014, p.143), positivism
is dealing with factual information relevant to a research topic. Post-positivism is concerned
with studying the deduced information that is gathered from the theoretical concepts relevant
to a topic of study.
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3.3 Sampling design
A sample design is the framework, or road map, that serves as the basis for the selection of a
survey sample and affects many other important aspects of a survey as well. In a broad context,
survey researchers are interested in obtaining some type of information through a survey for
some population, or universe, of interest. One must define a sampling frame that represents the
population of interest, from which a sample is to be drawn. The sampling frame may be
identical to the population, or it may be only part of it and is therefore subject to some
undercover age, or it may have an indirect relationship to the population (e. g. the population
is preschool children and the frame is a listing of preschool.
Research design refers to the framework for carrying out a research study in a scientific way.
In accordance with the opinion of Vanderhoven et al. (2016, p. 459), exploratory design,
explanatory design and descriptive design are the types of designs which are widely used in a
research work. Explanatory design refers to the cause-effect bonding established between the
variables. Creswell and Poth (2017, p.12) asserted that exploratory design is dealing with the
potential connection that has been formed between the variables. In accordance with the
opinion of Tsang (2016, p.36), a Descriptive design is concerned with the accumulation of
significant information without modifying the surrounding environment.
Figure 6: Research Design
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(Source: Williams et al. 2016, p.406)
3.4 Method of sampling selection

Sampling methods include probability sampling and nonprobability sampling methods. In
relevance to this specific study on review of marketing strategy of Robi Axiata Limited
probability sampling technique along with non-probability sampling are used for carrying out
this research procedure. As per the viewpoint of Fuster (2014, p.21), probability sampling is
capable of offering equal scope to every respondent associated with the topic of study. The
survey population includes the employees and customers of Robi Axiata Limited. The sample
size is 75 consumers and employees for conducting the survey questionnaire method on Robi
Axiata Limited’s employees by the researcher. On the contrary, Keegan and Green (2015, p.19)
asserted that non-probability sampling offers an opportunity to the chosen individuals for
contributing in the procedures of the research.
3.5 Data collection method

Data collection method is the procedure of gathering facts and statistics from available sources
to find answers related to the problem and evaluate the hypotheses. Two parts of data collection
methods are primary data collection and secondary data collection. In secondary data collection
researcher utilizes information that has been published in newspapers, books, journals,
magazines, online portals. Researcher can find lots of data easily accessible in these sources
that are related to the study (Litosseliti, 2017). Therefore, it is significant to choose an apt
secondary data source so that the research study is valid and reliable. Different criteria’s that
play an essential part in the process includes date of publication, quality of discussions,
credibility of the author, reliable source and so on. Primary data collection is the procedure of
conducting research so that answer of specific questions or problems can be done. The method
consists of conducting interviews and survey, formulating questionnaire, and so on. In this
method, the main focus of researcher is on creating and finding fresh and recent data that is
related to the research topic. Advantage of this process is that researcher is able to take
decisions based on his or her thinking and select from where the data is to be collected (Bernard,
2017). The method is useful as it allows generating fresh data that has never before been
developed, however it is risky as it always involves high overheads when compared to
secondary data collection technique. Both primary and secondary data will be used in this
research to understand the marketing strategy of the ROBI Axiata
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3.6 Limitations
Insufficient funds have caused trouble to the researcher in assessing the useful premium
journals along with articles during the continuation of this study on Robi Axiata Limited. The
availability of these important articles along with premium journals could have enhanced the
quality of this particular study. The limited time frame is another factor, which has acted as an
obstruction to the researcher to evaluate the huge amount of information which has been
gathered by the researcher to achieve the expected outcomes. In other words, it is not possible
for a researcher to evaluate properly the collected information within a short time thereby
lowering the efficacy of this research study.
3.7 Timeline of the Research
Major Activities 1st week 3trd week 5th week 7th week 9th week 12th
week
Selection of Topic
Reviewing of
literature
Developing
Research
Methodology
Collection of
primary data
(Survey)
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Analysis and
interpretation of
data
Findings
Conclusion and
Recommendation
Final submission
Table 1 Timeline of the Research
3.8 Data presentation and Data analysis technique

Data analysis method in this chapter explains the way examination of the data is done that is
gather round by the researcher. In simple words, it is a procedure of applying known practice
so as to examine, represent, explain and evaluate data. The choice of the data analysis method
depends upon the research model the researcher has selected. It is helpful in deriving research
findings from different available data sources. The data analysis system mainly consists of two
techniques that are qualitative data analysis and quantitative data analysis.
In qualitative data analysis, researcher conducts interviews, focus groups, experiments and so
on (Auberlet et al., 2014). The analysis of data in this method is performed in order to identify
patterns which are common within the responses and then critical evaluation is done so that the
aims and objectives of the research are achieved. In quantitative data analysis technique, the
researcher conducts critical evaluation or examination of various figures and numbers and
finally attempts to find the rationale of the emergence of main conclusions. In both types of
study, qualitative and quantitative, the conclusions derived from the literature review and
conclusions derived from the primary research findings are compared. In the absence of
primary data collection method, data analysis methods involve common patterns, and in
addition, controversies related to the research area.
In this research project, the researcher has used quantitative data analysis technique for
conducting survey with employees from different departments of the company Tesco. The
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quantitative data has been collected by the researcher by analyzing the responses recorded
while conducting survey with the employees. Advantages of the data analysis method is that it
gives a chance to split each large problem into minor ones, which makes it simple to tackle and
resolve. Additional benefits are that it provides a significant insight about raw facts and confirm
that all sort of biasness is removed. The research study utilizes both the method that are
qualitative and quantitative. Data will be present by graphs and chart made by statistical
software’s like IBM SPSS and Ms-excel software.
3.9 Summery
Research approach refers to the formulation of a potent scheme which aids the researcher to
continue the process of the research study. In the opinion of Catelli et al. (2016,p.310),
Inductive and Deductive approach are the approaches generally used throughout the study.
Inductive approach refers to the creation of a new theoretical concept from the accumulated
information in relation to the research topic. On the other hand, Williams et al. (2016, p.406)
deductive approach are concerned with providing of logical solutions.
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CHAPTER-04: BACKGROUND OF THE ORGANIZATION
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4.1 Introduction
Robi Axiata Limited is a joint venture company between Axiata Group Berhad, Malaysia and
NTT DOCOMO INC, Japan. It was formerly known as Telekom Malaysia International
(Bangladesh) which commenced operations in Bangladesh in 1997 with the brand name
AKTEL. On 28th March 2010, the service name was rebranded as ‘Robi’ and the company
came to be known as Robi Axiata Limited. Robi is truly a people-oriented brand of Bangladesh.
Robi, the people’s champion, is there for the people of Bangladesh, where they want and the
way they want. Having the local tradition at its core, Robi marches ahead with innovation and
creativity.
4.2 History of the ROBI Axiata Bangladesh
Robi launched its operations on the 15 November, 1997 in Dhaka and on 26 March, 1998
in Chittagong as Aktel. Its founding chairman is Late Mr. Zahiruddin Khan, an ex-commerce
minister. Aktel was formed as a joint-venture between Telekom Malaysia and A.K. Khan
Company. All along through its insception 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.
Aktel started investing heavily with funds from Telekom Malaysia (the majority stake owner)
on expanding its network in 2001 but the investment was far too inadequate in comparison with
GrameenPhone’s investment. Although customer base was increasing heavily its position
remained at No.2. Unlike GrameenPhone, Aktel kept very low in marketing its brand. But from
the end of 2004, Aktel spent heavily to market its brand all over the media, outdoor and other
marketing mediums. It was a huge success and the Aktel 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 Aktel 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.
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4.3 Product/service Offering
Robi, the most dynamic and rapidly growing telecommunications operator in Bangladesh is
developing its services to meet customers’ needs in voice, high speed internet services and
tailormade telecommunications solutions. 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 valueadded product s and services such as, SMS, GPRS, EDGE, International
Roaming SMS banking, Caller Ring Back Tone, MMS, Voice Greetings, Call Blocking which
give subscriber to control which call he or she receive or not, 3.G services and Bengali SMS.
Robi has got the widest International Roaming coverage among all the operators in Bangladesh.
4.4 Customer care centers

Robi has 21 Customer Care Centers and 430 Robi Care Points in 64 districts all over the
country. Robi has over 25,000 retail selling points along with 100,000-voucher sales point all
over Bangladesh.
4.5 Vision
To be a leader as a Telecommunication Service Provider in Bangladesh
4.6 Mission
Robi aims to achieve 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 geared to
address the ever changing needs of our budding nation.
4.7 Principle of Robi
Principles statements define how people want to behave with each other in the organization.
Robi Axiata Limited statement is about how the organization will value their customers,
suppliers, and the internal community. For this reason Robi Axiata Limited Employees hold
themselves accountable to the following guiding Principles for the organization. From the
perspective of Robi:
4.8 Prepaid connection of ROBI

: 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. For the first time in Bangladesh, mobile subscribers in
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Bangladesh can change their packages, call rates and benefits simply by recharging a specific
recharge amount through Robi. For example:
• Recharge Tk 26 to choose your desired package - Tarunno 26

• Recharge Tk 27 to choose your desired package - Anonna 27
• Recharge Tk 31 to choose your desired package - Muhurto 31
• Recharge Tk 32 to choose your desired package - Hoot Hut Chomok 32
Robi has the single prepaid package with the best rates in the market. Moreover, there are
different tariff plans in one package to meet different types of needs of customers. There are
instant, easy & multiple migration facility from one tariff plan to another. A customer can have
maximum of 22 FnF. The names of the prepaid packages are:
o Damal Samal 22
o Tarunno 26
o Muhurto 31
o Hoot Hut Chomok 32
o Goti 36
o Nobanno 37
o Shasroyee 38
o Shorol 39
There’s also a voice bundle offer named “Rater Golpo Bundle”. There is full BTCL
connectivity with FREE BTCL incoming. There is extended and simplified refill validity for
ease and freedom. Moreover, there is nationwide EasyLoad facility and high-speed internet
connectivity. All available Value Added Services (e.g. SM S, MMS, GoonGoon, ringtone,
wallpaper, games, animation downloads) are available in the service. Customers can recharge
their Robi Prepaid by using scratch cards and Easy Load facilities.
4.9 Priority Service Program

Robi Priority Service is a special offer for selected subscribers, who get priority service at
WICs. Both Prepaid and Postpaid customers of consumer segment whose average usage in the
last 3 months is Tk 500 or more (inclusive of VAT) and whose age on network is 90 days or
more are eligible for Robi Priority Service.
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4.10 Business Solutions
Robi Corporate is founded on a robust network employing cutting-edge technology 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; competitive and tailored tariff plans and specific
billing. The Corporate Strong-arm of Robi is committed to keep the business ahead of the rest.
The solutions are:
4.11 International Roaming

Robi International Roaming Services allows Robi Subscribers to make and receive calls while
traveling to other countries; provided that Robi has to have Roaming agreements with the
respective operators in foreign countries. Roaming services are for:
• Hajj Roaming
• Axiata Roam
• Visitors to Bangladesh
• Prepaid Roaming Outside BD
• GPRS Roaming and Coverage
• Essential Information
• Maritime and Air Roaming
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4.12 Robi Operational Network Organogram and Divisions:
Figure 7 organizational structure of ROBI
ROBI places a high value on human resource development and the contributions made by its
employees. They preserve to maintain a productive and harmonious working environment in
the whole organization. ROBI always continues with its efforts to improve the efficiency of its
employees and align them to the right positions with well-defined responsibilities. Because of
the rapid expansions of its networks and enormous growth of its subscriber base, the company
has increased its workforce. ROBI has successfully hired some key senior managers who were
recruited on the basis of their professional expertise and experience. In order to cope up with
the dynamic nature of the company’s business, initiatives are always taken to restructure and
recognize the company’s existing setup. It always evolves standardized management systems
and procedures across functional divisions, focusing in particular, on the effective integration
and assimilation of all the organizational units.
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CHAPTER-05: RESULT ANALYSIS AND FINDINGS
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5. 1 Introduction
In this chapter, gathered data have been presented and analyzed. In this section, quantitative
data analysis, statistical data analysis (SPSS) and Qualitative data analysis have been done to
present the analyzed data. Survey and interviews information have been presented here with
the help of tables and excel bar, graphs. However, these data are the core help for conducting
the research. This data have been collected ethically and the data are presented with visually
attractive images. These results have been analyzed with the help of models and theories
described in the literature review section. This linking is helpful to understand the topic in both
practical and theoretical aspects.
5.2 Quantitative Data analysis

In this section, the survey data have been presented through bar and graphs with demonstrating
in the tables. Survey has been conducted to the employees and staffs of ROBI AXIATA in the
BANGLADESH. Structured questionnaire prepared for survey from the respondents.
1. Please specify your gender?
Options Number of respondents Response (%) Total number of respondents
Male 30 40 75
Female 45 60 75
Table 2 Gender specification (Source : learner)
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Number of respondents
40% Male
60% Female
Figure 8 Gender specification of respondent
(Source: learner)
Analysis:
From the above graph, it found that 60% of responses are achieved from female and it indicates
that ROBI AXIATA‘s majority of the employees are female. Their out of 75 respondents most
of response are received from female in comparisons to Male. However, 40% male provided
their response about marketing strategy of ROBI AXIATA. Female’s participants are likely to
advise more on pricing strategy of the ROBI. In this context, ROBI AXIATA can identify both
male and Females employee as the main participants for the survey.
2. Which age group do you belong to?
20-30 25 33% 75
31-40 35 47% 75
41-50 10 13% 75
51-60 5 7% 75
Table 3 age description of the respondent
(Source: learner)
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35
35
30 25
25
20
15 10
10 5
5
0
20-30 31-40 41-50 51-60
Figure 9 Age description of the respondent
(Source: learner)
Analysis:
From the above analysis of the employee’s age most of the employees belong to age between
31 -40-age groups. The lowest percentage age group is 51-60 age group who purchases the
good from this company. However, ROBI AXIATA’ employees and staffs are majority are
young. Working in ROBI AXIATA LTD are popular among young generations as per the
graph analysis this age group indicates the highest 47%. In additions to this 33% responded
provided their response that belongs to 20-30 age group.
3. What is your average monthly income?
18000-25000 18 24% 75
25000-30000 25 33% 75
30000-40000 12 16% 75
Above 40000 20 27% 75

Table 4 average monthly income of employees
(Source: learner)
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Above 40000
30000-40000
25000-30000
18000-25000
0 20 40 60 80 100 120
Series1 Series2 Series3
Figure 10 average monthly income of employees
(Source: learner)
Analysis:
The above graphs show that the average monthly income of the respondent. So, it is observed
from the above graph that average monthly income of the respondent are between 25000 to
above 30000 taka. It is found that 33% of the employee have more that 25000 to 30000
taka.24% have 18000 to 240000 taka. So majority are in the in the handsome salary group.
4. Do you agree that ROBI AXIATA has strong marketing strategy in Bangladesh?
Agree 17 16% 75
Strongly agree 34 37% 75
Neutral 2 3% 75
Strongly disagree 20 13% 75
Disagree 2 7% 75
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Marketing strategy
Disagree
Strongly disagree
Neutral
Strongly agree
Agree
0 10 20 30 40 50 60 70 80
Figure 11 marketing strategy
Analysis:
From the above response, it found that 37% employees provided the response that ROBI has
the strong marketing strategy. Apart from this only 3% employee said that about no satisfactory
marketing strategy on the other hand 7% employees are neutral. However, 16 % of the
respondent provides their response that they are strongly agree with the matter. In additions to
this some of employees get are only agree about the matters. So marketing strategy is not so
much satisfactory against other competitors.
5. Which mobile operator have the best marketing strategy?
Options Number of Response (%) Total number of

respondents respondents
Grameenphone 34 0 0
Banglalink 10 100 75
ROBI 14 0 0
Airtel 13 0 0
Others 0 0 0
Table 5 Mobile operator have best marketing strategy
(Source: learner)
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100
75
34
0 0 10 14 0 0 13 0 0 0 0 0
GRAMEENPHONE BANGLALINK ROBI AIRTEL OTHERS
Figure 12 Mobile operator have best marketing strategy
(Source: learner)
Analysis:
From the above graph, it is clear that the most of employees about 34% provides their response
that Grameenphone has the best marketing strategy, 14 % of employees are agree that ROBI
has the best marketing strategy. In additions to this, some of employees agrees about the
marketing strategy of Airtel and very few percentages are agree about the others operators in
Bangladesh that it has good marketing strategy for satisfying its customers.
6. How far are you satisfied with the mobile promotional campaign?
Strongly satisfied 8 11% 75
Satisfied 22 13% 75
Neutral 18 24% 75
Dissatisfied 10 29% 75
Table 6 mobile promotional campaign
(Source: learner)
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Strongly dissatisfied
Dissatisfied
Neutral
Satisfied
Strongly satisfied
0 20 40 60 80 100 120
Figure 13 mobile promotional campaign
(Source: learner)
Analysis
From the above graph, it found that most of the employees is satisfied with the promotional
campaign. It indicates they are satisfied with the campaign. However, only 24% employees
provides the neutral response towards the promotional campaign. On the other hand, it indicates
that only few employees are dissatisfied with promotional campaign of ROBI AXIATA. As
per the fact and figure of satisfied employees in business, it indicates that these companies have
strong promotional campaign to attract the customers.
7. How far do you agree that call arte of the connection is standard?
Strongly Agree 22 29% 75
Agree 26 35% 75
Neutral 18 24% 75
Disagree 7 9% 75
Strongly Disagree 2 3% 75
Table 7 Standard call rate
(Source: learner)
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30
26
25
22
20 18
15
10
7
5
2
0
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 14 Standard call rate
Analysis:
The above graph shows the importance of standard pricing of the call rate to attract the
customers. It is observed that the maximum respondent about 29%, there are 18% was neutral
and did not provide any information on the other hand 9% and 3% are disagreed the above
options. Agreed that call arte of the Robi Axaata is set standard and competitive in the market.
It implies the facility the customer with standard call rate will help to attract large number of
customers with utmost satisfaction. It is therefore important for ROBI AXIATA to undertake
effective strategies to increase the customer satisfaction by standard pricing
8. How far do you agree that ROBI Axiata has the Best product and services strategy?
Strongly Agree 6 8% 75
Agree 22 29% 75
Neutral 25 33% 75
Disagree 18 24% 75
Strongly Disagree 4 5% 75
Table 8 Best product and services strategy
(Source: learner)
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30
25
25
20 22
18
15
10
5 6
4
0
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 15 Best product and services strategy

(Source: learner)
Analysis:
The above graph shows that the maximum respondent expressed neutral opinion over the
product and services strategy of the company, the percentage of neutral is 33%. On the other
hand there is 29% was strongly agreed and 8% was generally agreed about the above question
by ROBI AXIATA’s employees. This implies that the strategies undertaken by ROBI
AXIATA to provide standard product and services. So from the analysis it is therefore
important for the company to undertake effective strategies to make innovative product and
services
9. What are the challenges you faced while setting marketing strategy in ROBI AXIATA?
Options Number of Response (%) Total number of

respondents respondents
High cost for campaign 25 20% 75
Less flexibility in operating 15 33% 75

promotional activities
Complex to carry out 22 29% 75
Table 9 challenges you faced while setting marketing strategy
(Source: learner)
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Complex to carry out
Less flexibility in operating promotional

activities
High cost for campaign
0 10 20 30 40 50 60 70 80
Figure 16 challenges you faced while setting marketing strategy
(Source: learner)
Analysis:
The above graphs show the maximum challenges faced by the employees while the setting
marketing strategies is loess flexibility in operating system as we see that about 33% are
disagreed about this matter. This implies that the company needs to adopt effective strategies
to make flexible the operational activities in promotion. Also, the company also needs to
enhance the quality of image to provide a clear instruction to the subordinate to do the specific
task.
5.3: Descriptive statistics (Annova test) Using IBM SPSS

1. Are you happy with the type of marketing strategy used by the ROBI AXIATA LTD?
Satisfaction marketing strategy _sytem
Frequen Percen Valid Cumulative
cy t Percent Percent
highly satisfied 19 35.8 38.0 38.0
moderately
12 22.6 24.0 62.0
satisfied
Valid
neutral 9 17.0 18.0 40.0
dissatisfied 10 18.9 20.0 75.0
Total 50 94.3 75.0
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Missi
System 3 5.7
ng
Total 53 75.0
Descriptive Statistics
N Minim Maxim Mean Std.
um um Deviation
satisfaction marketing
75 1.00 4.00 2.2000 1.16058
strategy _programs
Valid N (listwise) 75
One-Sample Statistics
N Mean Std. Std. Error
Deviation Mean
75 2.2000 1.16058 .16413
strateg_programs
One-Sample Test
Test Value = 0
t df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper
13.404 75 .000 2.20000 1.8702 2.5298
strategy programs
Table 10 Satisfaction on marketing strategy of ROBI Axiata
Findings
35.8% of the respondents were highly satisfied with the marketing strategy used by the
company, while 19% were dissatisfied.
Analysis
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Employees show a high rate of satisfaction the marketing strategy used by the company. . In
addition to this, they suggest to work had by the employee to achieve the company’s goals and
objectives.
2. Do you think ROBI AXIATA is responsible to pay keen attention on increasing their
profit by effective marketing strategy?
Keen_attention_on_ profit maximization
Frequen Percen Valid Cumulative
cy t Percent Percent
strongly agree 16 30.2 32.0 32.0
agree 16 30.2 32.0 64.0
disagree 8 15.1 16.0 80.0
Valid strongly
8 15.1 16.0 96.0
disagree
not interested 2 3.8 4.0 100.0
Total 50 94.3 100.0
Missi
System 3 5.7
ng
Total 53 100.0
Descriptive Statistics
N Minim Maxim Mean Std.
um um Deviation
75 1.00 4.00 2.2000 1.16058
Keen_attention_on_
75 1.00 5.00 2.2800 1.19591
profit maximization
Valid N (listwise) 75
44 | P a g e
One-Sample Statistics
N Mean Std. Std. Error
Deviation Mean
_growth_programs 75 2.2000 1.16058 .16413
Keen_attention_on_e
75 2.2800 1.19591 .16913
mployees
One-Sample Test
Test Value = 0
t df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper
Satisfaction on 13.404 75 .000 2.20000 1.8702 2.5298
Keen_attention_ profit
13.481 75 .000 2.28000 1.9401 2.6199
maximization
Findings
30% of employees strongly agreed that the company paid enough interest on their development
and need and to increase profit by effective marketing strategy.
Analysis
Companies that pay keen attention on the maximization of profit using effecting marketing
strategies. While managing the business operations have highly satisfied and dedicated
workforce.
45 | P a g e
5.4. Findings of the study
1. From the analysis of question no-01 it is found that From the above graph, it found that 60%
of responses are achieved from female and it indicates that ROBI AXIATA‘s majority of the
employees are female. Their out of 75 respondents most of response are received from female
in comparisons to Male. However, 40% male provided their response about marketing strategy
of ROBI AXIATA. Female’s participants are likely to advise more on pricing strategy of the
ROBI.
2. From the analysis of question-02: it is found that from the above analysis of the employee’s
age most of the employees belong to age between 31 -40-age LTDs. The lowest percentage age
LTD is 51-60 age LTD who purchases the good from this company. However, ROBI AXIATA’
employees and staffs are majority are young.
3 From the analysis of question -03 it is found that The above graphs show that the average
monthly income of the respondent. So, it is observed from the above graph that average
monthly income of the respondent are between 25000 to above 30000 taka.
4. From the analysis ofquesdtion-04 it is found that, from the above response, it found that 37%
employees provided the response that ROBI has the strong marketing strategy. Apart from this
only 3% employee said that about no satisfactory marketing strategy on the other hand 7%
employees are neutral. However, 16 % of the respondent provides their response that they are
strongly agree with the matter
5. From the question no-05 it is found that From the above graph, it is clear that the most of
employees about 34% provides their response that Grameenphone has the best marketing
strategy, 14 % of employees are agree that ROBI has the best marketing strategy.
6. From the question no-06: it is found that From the above graph, it found that most of the
employees is satisfied with the promotional campaign. It indicates they are satisfied with the
campaign. However, only 24% employees provides the neutral response towards the
promotional campaign. On the other hand, it indicates that only few employees are dissatisfied
with promotional campaign of ROBI AXIATA.
7. From the analysis of question -07: It shows the importance of standard pricing of the call
rate to attract the customers. It is observed that the maximum respondent about 29%, there are
46 | P a g e
18% was neutral and did not provide any information on the other hand 9% and 3% are
disagreed the above options.
8. From the analysis of question-08: It is found that the maximum respondent expressed neutral
opinion over the product and services strategy of the company, the percentage of neutral is
33%. On the other hand there is 29% was strongly agreed and 8% was generally agreed about
the above question by ROBI AXIATA’s employees.
9. From the analysis of question-09: it is found that the maximum challenges faced by the
employees while the setting marketing strategies is loess flexibility in operating system as we
see that about 33% are disagreed about this matter. This implies that the company needs to
adopt effective strategies to make flexible the operational activities in promotion.
47 | P a g e
CHAPTER-06: CONCLUSION AND RECOMMENDATIONS
48 | P a g e
6.1: Conclusion
In telecom industry, marketing strategy is the primary concern for all the companies. As the
second largest company, Robi’s has always been trying to fulfill their customers need and in
many times they were successful. They have network coverage all over the 64 districts of
Bangladesh. At present six different companies are providing telecom services in Bangladesh.
It is one of the most renowned telecom organizations in the country. Robi Axiata Ltd is one of
the leading operators. They offer an extensive and seamless telecom service that has a unique
name with growing motive. However, nowadays market has become very competitive where
customers have many choices. So, if they are not satisfied enough Robi may have to lose
potential and loyal customers in the long run. That is why Robi has to improvise their
connection with their maneuver ability, opportunities, strength and uniqueness, variance in
their aggressiveness and intensities and relativity in their positions. If they can do so it is not
far that Robi will become the leader in the telecom market. For my project I got a chance to
work for Robi Axiata limited. I was assigned to work on the Marketing strategies of the ROBI
AXIATA LTD. To increase revenue they always have to launch new services for their
customers. Various Value added services are provided by the company as their marketing
strategies and they have their own department for marketing straggles and decision. Every
one of the team member is working their heart and soul for new ideas, innovative ideas. With
their innovative ideas they have launched many new services for the first time in Bangladesh.
Robi Axiata limited is now in maturity stage of product life cycle so it’s very essential for them
to maintain their product and service quality. As the market is more like oligopoly and
competitors are really strong so Robi cannot make any mistakes. Customers are also price
sensitive and they have a tendency to switch brands for better pricing so Robi has to look after
their pricing strategy as well. As now Robi and Airtel is merged so this is the high time they
should push themselves harder to become the market leader. Working for Robi has been a great
experience for me. I got to learn so many things within this short period of time. Working for
Robi made me more self-confident.
49 | P a g e
6.2 Recommendations
• Many customers take other operator for call rate. So, Robi must work more on proving
preferable network as well as call rate to increase their sales. Robi should try to provide
strong network allover Bangladesh and affordable all rate for customer satisfaction.
• Robi must create awareness among those reference groups that influence most for
buying a connection. Moreover, Robi should take fruitful steps to gain attention of those
reference groups of competitors’. Some innovative initiatives that would affect all kind
of reference groups must be taken.
• Quality of network matters the most if anyone wants to use a mobile operator. This was
the reason to include the question about the quality of the network that the customers
are using. From here Robi can identify its competitors as well as can know whether
their network quality up to the mark or not and focus on that issue likewise.\
• According to above information Robi’s network quality is quite good and the customers
are satisfied with it. But reach at the highest satisfactory level and to compete with the
competitor Robi must improve their network quality a bit more.
• To establish long term satisfaction Robi must maintain the satisfactory level of the
customers.
• Robi can gain more customers by assuring good International Roaming service in
competition to GP. Robi must create awareness among the customers about the facilities
and advantages of this service.
• Robi must cope up with the competition in terms of attractive packages. They must
provide more attractive and easy packages that are suitable for every group of users. If
Robi can provide various packages targeting each group of users, they can easily gain
more satisfaction and remain in the competition.
• Though Robi is in a good position in terms of satisfaction on suitable packages, they
should keep in mind to remain in that position as well as to develop more. This will
help Robi to be the one in the competition and gain more customer satisfaction.
50 | P a g e
• Robi have to appoint agents to ensure enough availability of SIM card. To remain in
the competition availability of SIM card is a must compared to other operators. Thus
Robi can gain the satisfaction of the customers.
• Robi must ensure a maximum retail price of the SIM that any retailer cannot sell SIM
above that price. This will make Robi affordable to all sort of people and customer will
automatically be satisfied with their SIM price.
• Robi must ensure nearer recharge points and work on that issue more to maintain
customer satisfaction. As it relates to Robi’s revenue as well so they could earn more if
they can make sure of the recharge points in the demanding locations.
• Robi must provide more attractive FnF facilities to increase the satisfactory level of the
customers. They can do that by keeping in mind about the demographic variables like
age group, occupation, income range of the customers. Robi should also promote those
attractive facilities to reach the reference groups so that it can increase the satisfactory
level.
• Robi must improve their 3G and 4G internet facility as the competitor are way forward
compared to Robi and customers are highly satisfied with them. As we can see from
the chart and table Robi does not have any customer who is highly satisfied with 2G
internet facility. So ensure satisfaction they must provide more attractive offers just the
way customers want.
• Robi must improve the 3G internet facility as well as create more fruitful awareness
among the uses to gain satisfaction.
• Though Robi is in the 1st position for customer satisfaction on cost of internet, they
must keep in mind about the competitors and try to remain in the same position in
future. So, Robi should be working on in satisfying customers to this factor.
• Robi should work more on location of customer care department. They should establish
more customer care departments in reputed locations to satisfy customers more as a part
of successful marketing strategy.
• Robi must work more on VAS to gain satisfaction of the customers. They might work
on GoonGoon service, call block service, refill empty banalce service etc.
• Robi should train the customer care providers to handle customer problems wisely
which will help Robi to gain customer satisfaction. They can train them with the
information the customers seek and usual problems customers face. To ensure high
51 | P a g e
satisfaction they can appoint experienced people that will help to remain in the
competition with others.
• Robi must create that first impression with new, innovative and improved ideas
and services. They can also deliver what the customers want from them as well as
they can provide with customer emotions that hits them a lot. Moreover, they can keep
a sales message that ordinary people understands easily. These are the few things that
can be helpful for Robi to increase their Brand Image as well as to have more customer
satisfaction.
• Robi can add Humor to their TVCs to make them memorable. They can also use some
taglines or jingles to make them more effective which would make the customers to
stay with Robi’s products and services. Robi is using iconic-type characters for their
TVCs but they must first analyze which character will actually make the difference for
staying with them. Thus Robi can cope up with the competition and gain satisfactory
level of the customers.
• Although Robi is in a good position in terms of staying with the connection, they should
be focused on to remain and improve that position and not lose track of that. This will
help Robi to gain more customer loyalty as well as satisfaction.
• Robi must provide better service and facilities than others to avoid churn outs. Robi
should understand the attrition that is the core reason of switching to other operators
and improvise on that issue. They must also try to give what they promised to the
customers. In these ways Robi will be able to satisfy the customers and not lose anyone.
52 | P a g e
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Appendices
Appendix-01: Survey questionnaire
1. Please specify your gender?
Options Choose that applies
Male
Female
2. Which age group do you belong to?
20-30
31-40
41-50
51-60
3. What is your average monthly income?
18000-25000
25000-30000
30000-40000
Above 40000
4. Do you agree that ROBI AXIATA has strong marketing strategy in Bangladesh?
57 | P a g e
Agree
Strongly agree
Neutral
Strongly disagree
Disagree
5. Which mobile operator have the best marketing strategy?
Grameenphone
Banglalink
ROBI
Airtel
Others
6. How far are you satisfied with the mobile promotional campaign?
Strongly satisfied
Satisfied
Neutral
Dissatisfied
7. How far do you agree that call arte of the connection is standard?
58 | P a g e
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
8. How far do you agree that ROBI Axiata has the Best product and services strategy?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
9. What are the challenges you faced while setting marketing strategy in ROBI AXIATA?
Options Chose that applies
High cost for campaign
Less flexibility in operating

promotional activities
Complex to carry out
59 | P a g e

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Dissertation Report

A study on the Marketing Strategy of Robi Axiata Ltd.

Mohd Khurshid Hasan

Date of Submission: 29th September 2018

September 29, 2018.

Professor Dr. Md. Serajul Islam

Subject: Submission of Dissertation Report on “A study on the Marketing Strategy of Robi

Mohd Khurshid Hasan

Dated: 29 September 2018

1.1 Background of the report.................................................................................................. 2

1.2 Statement of the problem ................................................................................................. 3

1.3 Objective of the study ...................................................................................................... 5

1.3.1 Primary objectives ..................................................................................................... 5

1.3.2 Secondary objectives ................................................................................................. 5

1.4 Limitation of the research ................................................................................................ 5

CHAPTER-02: LITERATURE REVIEW ............................................................................ 6

2.1 Concept of marketing strategy ......................................................................................... 7

2.2 Market share of Robi Axiata Limited .............................................................................. 8

2.3 Market position and strategy .......................................................................................... 10

2.4 Marketing strategy and marketing mix .......................................................................... 11

2.5 Marketing strategy of Robi Axiata ................................................................................. 12

2.7 SWOT analysis of Robi Axiata ..................................................................................... 16

2.8 Research Onion .............................................................................................................. 17

CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY ...................................... 19

3.1 Introduction .................................................................................................................... 20

3.2 Size of population........................................................................................................... 20

3.3 Sampling design ............................................................................................................. 21

3.4 Method of sampling selection ........................................................................................ 22

3.5 Data collection method................................................................................................... 22

3.6 Limitations ..................................................................................................................... 23

3.7 Timeline of the Research................................................................................................ 23

3.8 Data presentation and Data analysis technique .............................................................. 24

3.9 Summery ........................................................................................................................ 25

4.1 Introduction .................................................................................................................... 27

4.2 History of the ROBI Axiata Bangladesh ........................................................................ 27

4.3 Product/service Offering ................................................................................................ 28

4.4 Customer care centers .................................................................................................... 28

4.5 Vision ............................................................................................................................. 28

4.6 Mission ........................................................................................................................... 28

4.7 Principle of Robi ............................................................................................................ 28

4.8 Prepaid connection of ROBI .......................................................................................... 28

4.9 Priority Service Program ................................................................................................ 29

4.10 Business Solutions ....................................................................................................... 30

4.11 International Roaming .................................................................................................. 30

4.12 Robi Operational Network Organogram and Divisions: .............................................. 31

CHAPTER-05: RESULT ANALYSIS AND FINDINGS ................................................... 32

5.2 Quantitative Data analysis .............................................................................................. 33

5.3: Descriptive statistics (Annova test) Using IBM SPSS .................................................. 42

5.4. Findings of the study ..................................................................................................... 46

CHAPTER-06: CONCLUSION AND RECOMMENDATIONS ...................................... 48

6.2 Recommendations .......................................................................................................... 50

REFERENCES ....................................................................... Error! Bookmark not defined.

Appendix-01: Survey questionnaire ..................................................................................... 57

1.2 Statement of the problem

1.3.2 Secondary objectives

1.4 Limitation of the research

2.2 Market share of Robi Axiata Limited

Figure 1 Market Share of telecommunication industry in Bangladesh (Rafiq, R.I., 2018)

2.4 Marketing strategy and marketing mix

2.5 Marketing strategy of Robi Axiata

Fulfill Market Needs

Figure 2 Active mobile subscriber in Bangladesh ( Ahmed , 2018)

• Continuous improvement of quality