Robi is a dynamic and leading countrywide GSM communication solutions provider and is a joint venture company between Axiata and NTT DoCoMo of Japan. The company commenced operations under the Aktel brand name of Robi on 28 March 2010.

The main principles of Robi are: creative, ethical, simple, transparent, passionate.

   

 

                                                 

Robi Axiata Limited, the leading mobile phone operator, has introduced 3.5G services at the same low 2G data rates. It is expected that this move will make 3.5G services affordable for all consumer segments. With a 3G phone/device and access to the Robi’s 3G Technology, anyone can make video calls, watch live TV, access high speed Internet and enjoy live streaming at never before speeds.

Customer Profile:

Demographic	Age: 16-50+ Gender: Male & Female Occupation: Student, Businessmen, Service holders, Working women. Income: 2000-100000+
Geographic	Location: Urban, sub-urban, and rural. Area: Dhaka, Narayanganj Chittagong, Feni, Commila, Bogra , Sylhet, Khulna etc.
Psychographic	Preference: Strong network & affordable. Students prefer more. Perception: Positive image, better job opportunity. Attitude: Positive & unique. Life Style: Very frequent usage rate (more than 3/4 times in a day).

Uses of IMC tools:

Television and newspaper is the most common IMC tools that Robi has used for their different promotional activities such as, advertisement and campaign. They promote their advertisement through TV, radio, newspaper, magazines, billboard. Most popular TVC of Robi is “Seiram Clear” featuring clearing network of Robi. Several funny and interesting TV commercials are made describing how important the network is to communicate clearly. Robi is also creating public relations to select some popular media celebrities. Robi publish their campaign or offerings through interactive marketing like, Facebook, twitter, blog, etc.

The single most popular value added service of Robi is the internet package. Substantial amount of budget is invested to promote Robi 3G internet service. Coverage is set to grow to more than 60% of customer base within the first quarter of 2014. The company is using every IMC tools to highlight Robi 3G as a symbol of speed and omnipresence. Some attractive internet packages: 

ð                                      => 4 MB,  2tk + VAT for 1day

ð                                      => 25 MB, 10 tk + VAT for 1day

ð                                       => 500 MB, 175 tk + VAT for 1 month

ð                                       => 1GB, 275tk + VAT for 1 month

Robi is the leading mobile operator to enlighten the society through their campaigns.  Robi Axiata launched a “Data Hard Hitter & Robi Robibar Campaign” for its valued subscribers from 15th March, 2014, Saturday. Under the offer, subscribers can play & score runs to become a Robi data hard hitter and win 3G Handsets, as well as bonus data packs.

My opinion about Robi’s Imc Campaign:

In my point of view, Robi is very popular mobile operator. Everyone knows TV is the traditional and also common medium of adverting. To create a unique image, Robi selects TV advertisement most. Robi aims to provide the best, in terms of coverage and connectivity to its customers all over Bangladesh. There are more benefits like, the lower tariff facilities, best network, monthly bonus, free MMS and SMS, easy load,  lower cost for using 3G internet for student package. 

APA DOCUMENTATION:

 http://www.robi.com.bd/
 http://bmion.blogspot.com/2013/12/Robi-3G-Internet-Packages-Data-Plans.html