Executive summary

The report is based on the roles of technology in developing marketing strategies for Robi. This

report is broadly categorized in six different parts. At First there is prefatory where describe the

telecommunication sector in Bangladesh along with introduction, objective, scope, limitation

and methodology. The main objectives of the report are analyzing the roles of technology in

developing marketing strategies for Robi.

Part Two narrates the company profile including Robi’s history, their vision, mission and

strategy, products and services, activities and performances. Robi Axiata Limited is one of the

leading multinational organizations and a big player in telecommunication industry of

Bangladesh. Robi started its business in 1997 with a brand name Aktel and it was changed to

Robi in 2010. It is a joint venture company of Axiata Limited (70%), Malaysia and NTT

DoCoMo(30%), Japan.

In part three, SWOT analysis of technology based marketing campaign is done on the basis of a

set of 25 survey questions. Robi advertise their product and service through TV channels. TV ad

has the ability to convey message with sight, sound and motion, and can give a product or ser-

vice instant validity and prominence. Robi also advertise through internet by online newspa-

pers, job portals, social networking websites etc. So that customer can interact with Robi’s web-

site to find out information, product and service. Robi send SMS to their customer to inform

about their product, service, and promotional activities and for creating awareness. On the

other hand Robi’s online marketing campaign is not so much effective. In our country most of

the people are not familiar with internet technology. Some people do not like receiving offers

from SMS and they throw it immediately without even opening the SMS. E-commerce has

opened up a new horizon for trade and commerce and internet marketing. The recent growth

of e-commerce in Bangladesh is an opportunity for Robi to boost up its marketing activities. 3G

technology can be an opportunity for Robi to provide new service like video calling, hi-speed in-

ternet service etc. Recently Government has licensed 10 new satellite TV channels. It is great

opportunities for Robi to spread its technology based marketing activities. Recently government

has imposed restriction on billboard advertising. Cost TV advertising is increasing day by day.

Robi has faced threats of hacking website. It is a big constrain for Robi to technology based

marketing campaign.

In part four, Perceptions of Technology Based Marketing Campaigns are described. Robi is the

largest spender for television advertisement. Such spending has increased to Tk 41.2 core in

March from Tk 35.4 core in January. Robi hire efficient employees who have the knowledge and

strong skill of the innovation for developing marketing strategies. Robi’s technology based

marketing campaign are mostly created for the goodness of people’s communication that had

made a positive impression in the mind of the government. Technology based marketing

campaign for Robi can act as a massive factor. Customers are the key factor who keeps any

company alive. When the knowledge or perception about the company is clear to the customer,

that will help them gather better knowledge about the company and make a positive

impression about Robi.

Part five is the analysis of future growth of technology based marketing campaign .To ensure in-

novative technology for marketing campaign Robi will draw upon the international expertise of

their parent companies, Axiata and NTT DOCOMO INC. Ability to offer push, in-service and loca-

tion based campaigns over multi-channels such as SMS, MMS and WAP. This technology Robi

will use in future. Robi already provide GSM service. In near future manage will add NFC is a

technology that provides a way for consumers to use their mobile phones for making payments,

among other things.

The last part ends with recommendations and conclusions. In past years, due to lack of techno-

logical advancement & business policies, Robi couldn't go ahead like their high profile competi-

tor. Now Robi try to improve its situation. Mobile operating business is always highly technol-

ogy based. To enhance performance of technology based marketing campaign Robi has to in-

crease budget in marketing research.