Robi is one of the potential telecommunication operator in Bangladesh. Robi is a joint venture company between Axiata Group Berhad of Malaysia and NTT DoCoMo Inc. of Japan. In 1997 they started their operation with the brand name ‘Aktel’ and in 2010 the company was rebranded to ‘Robi’ and the company changed its name to Robi Axiata Limited. The target market of Robi is from age 15 to 60 and this age bracket people consist of 63.7% in our total population. So they need to promote their campaigns accordingly. Their contemporary advertising and promotion will be covered in my writing.
Robi is one of the active brand in telecommunications market by using the various tools of Integrated Marketing Communication. They used their product feature in promotions. They are the first HD clear voice telecommunication brand in Bangladesh.
In the last winter Robi campaign with Unilever in sales promotion. The customers can avail a set of premium products from Unilever for free with every purchase of a Robi scratch card worth Tk 499.
Robi is in their maturity stage in the market. Customers know that they are a well established brand. Since 2010 they change their brand name they are also changing their advertising strategies. They are doing social works by telling consumers to recharge certain amount money. They are promoting this through print media and also TVC.
In the season of Cricket World Cup Robi is promoting special offer to
their users. they are encouraging their users to recharge more and stay
in the competition.
They are showing the various ways to stop social crimes and corruption through their TVC.They are making people aware and responsible. The target market of Robi is also getting the attention through these advertisements. They can now relate Robi as symbol of awareness, Unity and strength of the common people.
In the month of Independence of Bangladesh Robi is telling people by their advertisement that "by taking with each we can be one". They are using the national flag of Bangladesh as the source, togetherness and united the common people is the message in the communications process. They are trying to attach them with the country and the people.
In the end of the day Robi is holding themselves as a big brand in the telecommunication market by doing such IMC campaigns. Robi's competitors are also trying to be in the top. So Robi needs to take measurement of the situation and be more creative and influential transformational in their IMC campaigns to keep them ahead of their competitors.
Reference:
http://www.robi.com.bd/en/corporate/company-profile
http://www.robi.com.bd/en/current-offers
http://www.bdreports24.com/robi-recharge-campaign-unilever-bundle-offer/
https://www.facebook.com/RobiFanz
http://en.wikipedia.org/wiki/Robi
https://www.youtube.com/user/robiaxiatalimited/featured
