Letter of Transmittal

01 August, 2010.

Dr. Sadia Shermeen

Assistant Professor,

Department of Marketing

Faculty of Business Studies

University of Dhaka

Sub: Request for acceptance of the term-paper

Madam,

I am very pleased to be able to submit my term-paper on “Communication Overview of Sales

Department of ROBI”. In developing the report I have followed the format and instructions

given by you.

In every sphere of my report, I have tried my level best to make a good combination of learning

from the Business Communication. I also tried to match my theoretical knowledge and the

direct experience gathered during the preparation of my term-paper. In this report, I have tried

to be as descriptive as possible for the convenience for the reader.

Any clarification required & query needed regarding my report will be gratefully acknowledged.

Your obediently

Mudassar Mahmood Khan

ID No. 41018003

EMBA (18th batch)

Department of Marketing

University of Dhaka

1

Executive Summary:

ROBI (formerly known as AKTEL) launched its operations on the 15 November, 1997 in Dhaka

and on 26 March, 1998 in Chittagong. Its founding chairman is Late Mr. Zahiruddin Khan, an ex-

commerce minister. ROBI was formed as a joint-venture between Telekom Malaysia and A.K.

Khan Company. All along through its inception 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. ROBI (formerly known as ROBI) 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, ROBI kept very

low in marketing its brand. But from the end of 2004, ROBI spent heavily to market its brand all

over the media, outdoor and other marketing mediums. It was a huge success and the ROBI

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

ROBI 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.

On 29th March 2010, ROBIformally changed its name to ROBI. ROBI uses various

packages for sales according to the customer’s needs and their own policies. ROBI numbers are

usually represented by +88018 followed by a standard six digit random number; where +880

2

stands as the country code of Bangladesh and 18 stands as the unique identity of ROBI

numbers.

As the third company in Bangladesh in terms of market share, ROBI continues to

proceed in achieving its goal to be the number one telecom company of the country through a

number of processes and strategies. At present, its market shares are 21%, which is only 1%

lower than that of BANGLALINK, which is only 22%. ROBI firmly believes that the only way to

outdo the other telecom companies of our country is by increasing customer satisfaction and by

achieving a better quality of service. Keeping this in mind, ROBI regularly monitors its present

and potential consumer base and strives hard to maintain their needs and wants and at the

same time, they ensure that they are coming up with new tactics to score a competitive edge

over their rivals. However, since the base of each and every telecom company is

communication and, sound communication is the key to achieving success; ROBI maintains a

very enhanced and well monitored communication system both in and outside the

organization.

The telecom market of Bangladesh is a complex, competitive and consumer driven

market. Customers are always the driving forces of any service-oriented business. Therefore,

only by maintaining a satisfied and growing consumer base can ROBI reach its goal. And with

the proper use of communication, this can be achieved.

3

Contents1.0 Introduction:.......................................................................................................................................6

1.1 Introduction of the report:............................................................................................................6

1.2 Objectives of the report:................................................................................................................7

1.3 Methodology:..................................................................................................................................7

1.3.1 Sources of data:...........................................................................................................................8

1.3.2. Collection procedure of data:...................................................................................................9

1.3.3. Analysis of Data:.........................................................................................................................9

1.3.4. Data Gathering Method:............................................................................................................9

1.3.5 Data Collection:.........................................................................................................................10

1.3.6 Coding, Tabulation and Analysis Procedure:.........................................................................10

1.4 Limitations:...................................................................................................................................10

1.5 Time Line:......................................................................................................................................11

2.0 Literature Review:...........................................................................................................................11

2.1 Background of telecom industry in Bangladesh:.................................................................................11

2.2 Market share of the telecom operators in Bangladesh:..............................................................13

2.3 Competitive Position of the mobile operators.....................................................................................15

3.0 Company preview:...............................................................................................................................16

4.0 Business communication and its use in ROBI SALES DEPARTMENT.....................................................28

4.1 Communication Categories:............................................................................................................28

4.1.1 Internal-Operational Communication:...................................................................................29

4.1.2 Internal-Operational Communication in ROBI Sales Department:....................................29

4.1.3 External-Operational Communication:..................................................................................30

4.1.4 External-Operational Communication at ROBI Sales Department:....................................31

4.1.5 Personal Communication:........................................................................................................32

4.1.6 Personal Communication at ROBI Sales Dept.:.............................................................................32

4.2 Main Types of communication and its use..........................................................................................33

4.2.1 Verbal Communication.................................................................................................................33

4.2.2 Non Verbal Communication..........................................................................................................34

4.2.3 Written Communication...............................................................................................................35

4.2.4 Visual Communication..................................................................................................................35

4.3 Communication Network:....................................................................................................................36

4

4.3.1 Formal Network:...........................................................................................................................36

4.3.2 Formal Network in ROBI Sales Dept.:............................................................................................36

4.3.3 Informal Network:........................................................................................................................37

4.3.4 Informal Network in ROBI Sales Department:..............................................................................38

5.0 Critical Observation and Recommendation.........................................................................................39

5.0.1 Critical Observation:.....................................................................................................................39

5.0.2. Recommendations:......................................................................................................................42

6.0 CONCLUSION:.....................................................................................................................................44

1.0 Introduction:

Mobile phone is a very common source of communication in these days. Most of the

people are using mobile phone in the city and the urban areas robustly. At present, six different

companies are providing mobile phone connections in Bangladesh. In comparison to the big

population it is becoming a huge market for mobile phone service companies. Every company is

trying to provide as much facilities as possible to do marketing campaign in many ways they

have available in their hand. TM International (Bangladesh) Limited is formed a huge demand in

5

this sector. The company known as ROBI across the country has more than two million

subscribers both in prepaid and postpaid forms.

1.1 Introduction of the report:

Each professional degree needs practical knowledge of the respective field of discipline

to be fruitful. Our MBA program also is similar, relating to the exchange of theoretical

knowledge into the real life practical situation. The report entitled “Communication overview of

sales department of ROBI” originated from the partial fulfillment of the business

communication course. The main purpose of the preparation of the report is due to the partial

fulfillment of the course of the EMBA Program conducted by the Faculty of Business Studies,

Dhaka University.

During the course, I was under the supervision and guidance of Dr. Sadia Shermeen,

Assistant Professor, Department Of Marketing, Faculty of Business studies, Dhaka University.

1.2 Objectives of the report:

The General objective of the study is to provide an overview of communication process

of sales department of ROBI and fulfill the course requirement. Beside the general objective,

the report can be categorized into main objective and specific objectives. The objectives behind

this report are mentioned below:

6

Main Objective:

The main objective of this study is to prepare a term paper(which is a partial

requirement of the completion of this course) on the specified topic implementing the

knowledge that have been gathered over the past semester at the Dhaka University (DU).

Specific Objectives:

The specific objectives of this report are as follows:

To understand the communication processes involved with the sales department of

ROBI.

To identify the problems faced by the ROBI salespeople.

1.3 Methodology:

This report is a descriptive one, which was administered by collecting primary and

secondary data. Descriptive Research has an important objective: gives description of

something marketing characteristics of function (Malhotra, 2007) and also the description of

phenomenon or characteristic associated with an object population (who, what, when, where

and how of a topic, Copper, 2007).

The report tried to evaluate the communication process of sales department of ROBI.

Before going in to the deep study, conceptual structure visualized under which the whole study

was conducted.

Preparing a report about the communication processes of ROBI sales department is a

difficult and complicated task and no single method is appropriate for preparing the report. For

7

this reason, a number of procedures have followed to prepare a meaningful report. The

methodology of the task can be depicted as follows:

1.3.1 Sources of data:

This study covered two types of data, which are:

• Primary data

• Secondary data

Primary Data:

Primary data will be collected through personal interviews.

Secondary Data:

Going through different documents and papers developed by the company personnel

and by others are the sources of secondary data.

1.3.2. Collection procedure of data:

8

Personal interview technique was the primary tool used in collecting information.

Interview with the salespeople were done in order to discuss about the related matters before

preparing the report. Managers and officers of ROBI from different divisions were the main

sources of primary data.

1.3.3. Analysis of Data:

Collected data are analyzed by using percentages, graphs to draw the conclusion. All the data

have shown in tabular form.

1.3.4. Data Gathering Method:

Open ended question will be used to collect the data from the respondents. The

respondent will listen to the question and based on his/her knowledge about it, will provide

answers.

1.3.5 Data Collection:

The data will be collected through personal interviews. The answers will be recorded for

analysis later.

9

1.3.6 Coding, Tabulation and Analysis

Procedure:

The response of the respondent will be studied for analysis. The various business

communication concepts will be used to analyze the data.

1.4 Limitations:

The study is not free from some practical limitations. Following limitations have faced

during the study and the time of working & data collection:

Time is the main limitation for my study. Due to unavailability of sufficient time, the

researcher will not be able to do survey among all of the sample size. That’s why the

findings of the research will not be fully but partially true.

Work load during the internship program at the work place was also a barrier to prepare

this report.

Due to lack of practical experience, some errors might be occurred during the study.

Therefore maximum efforts have given to avoid mistakes.

1.5 Time Line:

May 2010

Beginning of literature review, formulating research objective, conducting introductory chapter

including detailed context of the study as well as development of research design.

10

June 2010

Data collection, emphasizing on the methodological part as its initial stage and primary data

analysis and preparing data presentation.

July 2010

Preparing the report and prepare the ancillaries for presentation of the final report.

2.0 Literature Review:

According to Webster, preference is grant of favor or advantage to one over another.

That means some criteria that create willingness to receive any product. That may be

influenced by the product’s quality, promotional activities, organizational commitment, facility,

packaging, value addition etc.

2.1 Background of telecom industry in Bangladesh:

In this era of globalization, communication has become the most significant factor.

Telecom industry is currently playing a major role to change the lives of the people and their

businesses. In a densely populated country like Bangladesh, telecommunication can play a vital

role to boost the economy and social level of people. This sector is poised for rapid growth in

the coming years. Moreover, the efficiency of other businesses has already increased because

mobile phone has become easily available in these days due to the government’s decision of

deregulating the telecommunications sector, which had been a state monopoly until the late

1980s.

Privatization of the telecommunication sector began in 1989, when Sheba and BRTA

were awarded 25-year licenses to install and operate fixed-wire lines and wireless services in

11

rural areas. The same year, Pacific Telecom Bangladesh got the Government’s permission to

launch the country’s first cellular phone and paging service sold under the brand name CityCell

in collaboration with a Hong Kong based company. The company targeted only the higher class

of the society. During that time, price of mobile was above Tk 50,000/. Naturally, the growth of

the industry was very slow. CityCell had a virtual monopoly until 1996, when the government

gave licenses to three more companies to operate cell phones in Bangladesh. So the

government decided to bring more companies in the market and break the monopoly.

After a careful evaluation, Bangladesh government decided to provide three licenses to

GrameenPhone, TMIB (ROBI), and Sheba Telecom (today’s BanglaLink). CityCell has been using

the CDMA (Code Division Multiple Access) technology to provide its services. GrameenPhone,

ROBI, and BanglaLink are using GSM technology. GSM is the most popular mobile

telecommunication technology in the world. About 60% of the cell phone users of the world

use GSM technology. Recently, Warid Telecom, another company using the GSM technology,

has entered the cell phone industry in Bangladesh.

When GP, ROBIand Sheba Telecom entered the market, they not only helped to cut back

the over-dependence on BTTB’s fixed-line system, but also made mobile phones cheaper and

easier to get. A definite development has been observed in the business market with

comparatively high expectations. Customer maturity and anticipation regarding technology has

increased over time. Rumors regarding new entrants have groomed expectations in the market.

Consequently, people are expecting cheaper handsets with lowered airtime.

However, the recent entrances of private fixed land phone companies have increased

the concern of the cell phone companies. New companies like RanksTel, OneTel, Bay Phone and

Bijoy Phone have kicked off their operations in different districts in Southeast, Northeast and

Northwest regions of Bangladesh. In near future, this new segment might be a creeping threat

for the existing players of the industry.

12

2.2 Market share of the telecom

operators in Bangladesh:

In this competitive market, all the companies are adopting different policies to draw the

customers towards them by offering so many varieties of products & services. Currently,

Grameen Phone is the market leader with almost 10 million subscribers’ base till December

ROBIis holding their position in the second place and trying hard to become the market leader

within the year 2011. BanglaLink with their aggressive marketing strategy is creating chaos in

the market through price war. TeleTalk & CityCell are struggling in the market to hold their

positions, as both the companies need to concentrate on their product development and

marketing research activities. Warid Telecom is yet to create any significant impact in the

market as it still has a long way to go.

Market Share in 2010 (in %)

GrameenPhone 49%

Banglalink 24%

ROBI 19%

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CityCell 5%

TeleTalk 2%

Warid 1%

Total 100%

Figure: Market Share of all mobile phone operator

2.3 Competitive Position of the mobile operatorsRelative position of mobile phone operators

Target

Customer

Price &

TariffQuality Technology Strategy

Corporate/ Low Deterioratin

g services

CDMA Network

expansion &

14

Individualattractive

products

Corporate/

SME/

Individual

Competitive

High quality

service but

limited

coverage

GSM

Increase

coverage and

market share

Corporate/

SME/

Individual

Very

affordable

Good quality

and good

coverage

GSMIncrease Market

share

Corporate/

SME/

Individual

Competitive

Good

network

with wider

coverage

GSM

To maintain the

no. 1 position as

a cell phone

operator

Corporate/

SME/

Individual

Very

affordable

Good quality

and limited

coverage

GSM Increase

coverage and

market share

3.0 Company preview:ROBI At A Glance

Telekom Malaysia International Bangladesh (TMIB) Limited is a joint venture between

Telekom Malaysia Sdn. Bhd. (70%) and NTT DoCoMo (30%). ROBI is the third largest mobile

phone operator in Bangladesh in terms of revenue and subscribers (8.14 million as of August

2008)[1]. In early 2008 ROBI slipped from the second position to the third after facing fierce

competition from BANGLALINK. ROBI boasts of the widest international roaming service in the

15

market, connecting 315 operators across 170 countries. It is the first operator in the country to

introduce GPRS. ROBI uses GSM 900/1800 MHz standard and operates on allocated 12.8MHz

frequency spectrum.

History

ROBI launched its operations on the 15 November, 1997 in Dhaka and in 26 March, 1998

in Chittagong. Its founding chairman is Late Mr. Zahiruddin Khan, an ex-commerce minister.

ROBI was formed as a joint-venture between Telekom Malaysia and A.K. Khan Company. All

along through its inception it was ranked as No.2 mobile operator and was placed far behind

the industry leader GrameenPhone in terms of revenue and number of subscribers. ROBI

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, ROBI kept very low in marketing its brand. But from

the end of 2004, ROBI spent heavily to market its brand all over the media, outdoor and other

marketing mediums. It was a huge success and the ROBI 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. Salahuddin Kasem

Khan, former Chairman of ROBI 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.

TM International (Bangladesh) Ltd. (TMIB) started its journey in 1997, as a joint venture

between Telekom Malaysia Bhd and AK Khan & Company Ltd. The AK Khan Group recently

completed the sale of its entire shareholding of 30% in TMIB to NTT DoCoMo. It operates under

the brand name ‘ROBI’, which is one of the most dynamic end-to-end countrywide GSM mobile

communications solutions brands.

16

Under the stewardship of TMI, ROBI is one of the fastest growing mobile

communication brands offering comprehensive range of solutions to more than seven million

subscribers nationwide. Today, ROBI boasts of the widest International Roaming service in the

market, connecting 440 operators across 185 countries. By leveraging on TMI’s extensive

expertise in the international communications implementation, ROBI became the first mobile

operator to connect Tetulia and Teknaf, which is the northern and southern most points of

Bangladesh, and first to provide seamless coverage along the Dhaka-Chittagong highway. With

a network covering all 64 districts of Bangladesh, coupled with the first Intelligent Network (IN)

Prepaid Platform in the country, ROBI is geared to provide a wide range of products and

services to customers all over Bangladesh.

Vision

The vision of ROBI is to be a leader as a Telecommunication Service Provider in

Bangladesh.

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.

Theme

ROBI always strives to uphold the dictum ‘Customer First’.

Quality Policy

17

ROBI is committed to achieving leadership in customer satisfaction by continually

improving its processes, products and services to ensure they consistently exceed customers’

requirements. We will develop and implement technology and infrastructure that enable us to

be clearly ahead in Bangladesh and to enhance the mobility experience of our customers.

Core Values

a. Uncompromising Integrity

The reputation of ROBI is based upon the ability to fulfill promises to shareholders,

customers and employees. ROBI is being honest in the dealings, taking responsibility and being

accountable for actions. ROBI is proactive in identifying issues and coming up with solutions.

They ensure that the highest ethical standards guide us in making decisions. We are true to our

word.

b. Total Commitment to Customer

ROBI’s success is based upon the customer focus. They listen to and connect with

customers. ROBI anticipates their needs and make it easy for them to do business. ROBI offers

them value and quality services to enrich lives and enhance business success and treat them

with dignity and respect.

c. Respect & Care for Others

18

By working as one team with shared goals ROBI achieves great things. They give value

ideas and contributions from everyone. ROBI recognizes respects and values diversity in the

team. They develop strong bonds by communicating and sharing knowledge. They encourage

open discussion and commit to an agreed position.

Share Holders:

a. Shareholdings

TM International (Bangladesh) Limited was incorporated on 15 November 1997 as a

Joint Venture company between TMI (70%) and AK Khan & Co. (30%). The AK Khan Group

recently completed the sale of its entire shareholding of 30% in TMIB to NTT DoCoMo. The

company operates GSM 900 and 1800 cellular services under a 15-year license granted in

November 1996.

b. TM International Sdn Bhd (TMI)

TMI is an emerging leader in Asian telecommunications with significant presence in

Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia. In addition, the Malaysian grown

holding company has strategic mobile and non-mobile telecommunications operations and

investments in India, Singapore, Iran, Pakistan and Thailand. The TMI Group, including its

subsidiaries and associates, has approximately 50 million mobile subscribers in Asia, and is

listed on Malaysia’s stock exchange (Bursa Malaysia).

c. NTT DoCoMo

NTT DoCoMo is the world's leading mobile communications company and the largest

mobile communications company in Japan. DoCoMo serves over 53 million customers,

including 44 million people subscribing to FOMA™, launched as the world's first 3G mobile

service based on W-CDMA in 2001. DoCoMo also offers a wide variety of leading-edge mobile

19

multimedia services, including i-mode™, the world's most popular mobile e-mail/Internet

service, used by 48 million people. With the addition of credit-card and other e-wallet

functions, DoCoMo mobile phones have become highly versatile tools for daily life. With cutting

edge technology and innovative services, DoCoMo is fast becoming a preferred lifestyle choice,

continuously expanding its role in its users’ lives, growing globally throughout Asia, Europe and

North America. NTT DoCoMo is listed on the Tokyo (9437), London (NDCM) and New York

(DCM) stock exchanges.

Products and Services:

ROBI divides the market into three segments to satisfy the individual’s specific needs and

wants. The specific segments are:

Prepaid subscribers to satisfy general customers,

Postpaid subscribers to meet specific needs of special customers,

Corporate subscribers to satisfy the business customers.

The individual products provide the following services:

Clear sound

Nationwide network coverage,

Worldwide communication,

Clear and quick data transfer,

Value added services:

20

Key Achievements of ROBI:

TeleLink Telecommunication Award 2007 TeleLink Telecommunication Award 2007" for

its excellence in service, corporate social responsibilities and dealership management

for the year 2006 in commemoration of WORLD Telecommunication Day 2007.

TeleLink Telecommunication Award 2005 TeleLink Telecommunication Award 2005 for

its excellence in service for the year 2005.

Arthakantha Business Award Given by the national fortnightly business magazine of

Bangladesh for its excellence in service in telecom sector.

21

Financial Mirror Businessmen Award Given by the national weekly Tabloid business

magazine.

Deshbandhu C. R. Das Gold Medal For contribution to telecom sector in Bangladesh.

Beatification Award for exceptional contribution to the Dhaka Metropolitan city from

Prime Minister Office on 13th SAARC Summit.

Standard Chartered - Financial Express Corporate Social Responsibility (CSR) Awards 2006 For

contribution in Education, Primary Health, poverty alleviation and ecological impact.

Corporate Social Responsibilities:

ROBI is always committed to the society. In fact, 2005 & 2006 were a year of exploration

into Corporate Social Responsibility (CSR) for ROBI. To actively identify and start establishing

ROBI as a concerned entity devoted to the development of many social interests throughout

greater Bangladesh based on four core values. These are enlightened through education,

Assure better health, Protect environment and Fight with poverty. In recognition of its CSR

effort, ROBI is the first among all mobile phone operators to win prestigious “Standard

Chartered-Financial Express Corporate Social Responsibility Award-2006”.

ROBI believes education platform remains the main focus to develop a nation. To ensure

an early jump into technology and intellectual transfer, ROBI has established a tradition of

providing scholarships every year to three promising individuals to complete their higher

studies in Multimedia University in Cyberjaya, Malaysia. To provide a world-class teaching and

learning resources for Bangladeshi professionals ROBI joined hand with Chittagong Skills

Development Centre (CSDC), Underprivileged Children's Educational Programs (UCEP-

Bangladesh), etc.

ROBI also aims to identify and supports indeed those in need of basic infrastructure to

practice the fundamentals of Islam. This contribution goes in building orphanages and

22

renovations of mosques all across the Bangladesh. To improve living condition of distressed

people; ROBI has always been providing support to them. As a shared concern with the society

at large, ROBI also focused towards the roaming street children found throughout Bangladesh.

Not only will ROBI continue its thrust towards identifying & involving itself with more

avenues for CSR activities, we encourage the fellow enterprise of Bangladesh to participate in

such activities on a regular basis. By becoming more aware of living & social community, ROBI

can certainly see so many areas to be involved in. Only through concerted efforts of the private

sector, there will emerge a socially responsible collective consciousness.

Special benefits of ROBI Corporate:

The first ever Corporate Package to offer 1 second pulse.

The one of a kind – 5 FNF with any operator.

Zero security deposit with no monthly line rent

Convenient bill payment options

Customized tariff plans and packages to keep the customer ahead

ROBI International Roaming Service with no security deposit

ROBI Corporate Insurance Policy

Special Corporate Care Help lines to answer all questions

23

Cutting edge value added services like GPRS, EDGE, Personal Assistant, Corporate

Messaging Platform with short code , Data and Fax call services, Fixed rate group

talk plan, Customized SMS based solution.

Other Value Added Services:

Friends and Family (F'n'F)

For the First time in Bangladesh, the customer may select five numbers of any operators

(via SMS) as Friends and Family choice. Calls made to the selected numbers will enjoy a

significant deduction in tariff.

Group Talk Plan (GTP):

ROBI treat the customer like family; the outlay of using the corporate connections &

payment of the ensuing bills will be personally managed by dedicated Customer Relations

Manager. Group Talk Plan (GTP) allows the customer further discounted rates within the

company’s connections.

Customized Credit Facility

Every single ROBI Corporate ‘Family members' may set their individual credit limits and

alter it as per their requirement.

24

Dedicated Corporate Customer Care

Corporate Customer Care has dedicated three helpline numbers specifically equipped to

serve the corporate family members and they are available. This is an “industry-first”.

Enjoy Benefits of Prepaid in Postpaid

The customer can set own credit limit by charging prepaid cards and enjoy the lower

tariff of post paid connection.

Incorporation

Existing individual post paid ROBI connections can be incorporated into the Corporate

Master Account free of cost.

Itemized Bill

Call details including information such as date, time, duration and charge of any voice

calls made can be provided.

Value Added Services

ROBI Corporate offers an exhaustive range of Value Added Services. (Link to respective

Value Added pages)

GoonGoon

The customer can set the company theme song as welcome tune through GoonGoon.

ROBI PA

25

One missed call is one missed opportunity. Through ROBI PA be notified every time the

customer miss a call due do user busy, out of network or for unanswered call.

ROBI Opener

Introducing "ROBI Opener" a groundbreaking service under which by dialing only a

single number *140# - you can browse & subscribe the Value Added Services like ROBI

GoonGoon, ROBI P.A., Cricket Update (8CRI) and Post-Paid bill information (8PST).

Price strategy

ROBI sets the price on the basis of competition. The several factors influences the

pricing decisions, these are as follows:

Internal Factors

Marketing Objectives

Costs Marketing Mix

Strategy Organizational

Considerations

Figure: Factors Affecting Price Decisions

26

External Factors

Nature of Market and demand

Competition Economy Governmental

factors Other

Environmental factors

Distribution strategy

The dedicated account managers are the trained sales people who deal with individual

companies. They provide information, services, solve the problem of companies and promote

the product.

Communication strategy

ROBI promotes the product through sales people. They offer samples, attractive price

cuts and other promotional activities to promote the products.

4.0 Business communication and its use in ROBI SALES DEPARTMENT

The world that we see around us today, revolves on the wheel of communication. IN

every sphere of life, communication is a must. It is essential in every form of business especially

in telecom industry where communication is a big factor for the overall success of the company.

Regardless of the size of business one is in, effective communication skills are essential for

success.

27

4.1 Communication Categories:

The importance of communication to business is very important if considered from an

overall point of view. Communication activities can be broadly divided into the following three

categories:

1. Internal-Operational Communication

2. External-Operational Communication

3. Personal Communication.

4.1.1 Internal-Operational

Communication:

All the communication that occurs in conducting work within a business is internal

operational. This is the communication among the business’s workers to create, implement and

track the success of the business’s operating plan. Internal-Operational Communication can

take many forms. It includes ongoing discussion that senior management undertakes, includes

orders and instructions that supervisors give to workers as well as oral exchanges between

workers. It includes reports on sales, production, inventories, finance etc. It also includes e-mail

messages. Much of this internal-operational communication is performed on computer

networks.

28

4.1.2 Internal-Operational

Communication in ROBI Sales

Department:

The internal-operational communication of ROBI sales department is pretty much the

same as most of the companies. The company uses Key Performance Indicator(KPI). A key

performance indicator (KPI) is a measure of performance. Such measures are commonly used

to help an organization define and evaluate how successful it is, typically in terms of making

progress towards its long-term organizational goals. The KPIs differ depending on the nature of

the organization and the organization's strategy. They help to evaluate the progress of an

organization towards its vision and long-term goals, especially toward difficult to quantify

knowledge-based goals. A KPI is a key part of a measurable objective, which is made up of a

direction, KPI, benchmark, target, and time frame. However, ROBI uses KPI to set targets for

individuals involved in the sales department. The members try to reach their target within the

given time. However, there are periodic analysis of sales and revenue figures. Such monitoring

enables the organization to know exactly what is happening and where they need to put their

focus on. Based on these analyses, various decisions are made and if required, corrective

actions are also taken. When an employee falls behind in achieving his/her target, he/she is

reminded of his/her target via an e-mail sent by the higher authorities of the organization. The

mail also includes some measures which the employee might use to achieve his/her target.

Besides, there is a team on ROBI that continuously monitors their competitor’s products and

services. Whenever there is a movement that can shift the momentum in the market against

ROBI, the team immediately informs the senior management and the senior management then,

takes necessary actions to hold a steady place in the market as well as to come up with a

counter strategy to gain a lead in the market. Other than these, there is mail communication in

ROBI. These mail communication are both intra and inter department.

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4.1.3 External-Operational

Communication:

The work related communicating that a business does with people and groups outside

the business is external-operational communication. This is the business’s communication with

its publics – suppliers, service companies, customers, government agencies, the general public

and others. It includes all of the business’s efforts at direct selling; salespeople’s “spiels”,

descriptive brochures, telephone callbacks, follow –up service calls and the like. It also includes

advertising that business does in order to retain and generate new customers. Radio and

television messages, newspapers and magazine advertising, website advertising, product

placement, and point of purchase display material obviously play a role in the business’s plan to

achieve its work objectives. Through external-operational communication, a business seeks to

improve its public relations.

The success of an organization depends on its ability to satisfy customers’ needs. Hence,

external-operational Communication plays a key role for an organization’s success.

4.1.4 External-Operational

Communication at ROBI Sales

Department:

ROBI puts much emphasis in maintaining a sound external-operational communication.

ROBI understands the fact that customers are the key to achieve success in the business. If the

customers are happy, a company is bound to succeed. Therefore, ROBI values there customers

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very much and strives hard to keep their needs met. Employees of ROBI sales department are

constantly notified about maintaining a jovial relationship with the customers. Therefore,

individuals at sales department regularly communicate with the customers via mails. The

salespeople often go for visits to existing as well as prospective clients. ROBI has always taken

necessary steps to inform the consumer base via advertising. Mainly, ROBI picks television ads

as one way of reaching out the mass. Besides, advertising in the newspapers and various weekly

magazines is another of the advertising strategies that ROBI follows. Other than these, ROBI

often holds up various events. These events are usually set up for the enlightment and

enrichment of the customers. By attending these events, customers are able to know more

about ROBI and the various offers that ROBI make to attract potential clients. ROBI also

advertises on its official website, link to which is http://www.robi.com.bd/ In the website, ROBI

informs the consumers about its current promotions and uses those to attract potential

customers. ROBI provides the customers an opportunity to communicate with the organization

anytime during a day using the customer service tab placed on the website.

4.1.5 Personal Communication:

All non-business related exchange of information and feelings among people is known

to be Personal Communication. Although the information exchanged are non-business related,

Personal Communication probably has the most influence among the categories of business.

This communication helps make and sustain relationships upon which business depends.

Human beings are social animals and hence, they communicate whenever they come across.

Personal Communication occurs in the workplace and it has to. It is a part of the

communication activity of any business. Personal Communication has significant on individuals

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as well as the success of any business plan. Employees are greatly influenced by personal

communication. This enhances their performance and ultimately, enhances their attitude.

4.1.6 Personal Communication at ROBI Sales Dept.:

Like any other organization, personal communication also exists in ROBI. The sales

department of ROBI is divided into three sub-sections. Those are: Small corporate group, Large

corporate group and Priority. The people of these three sections regularly get involved in

numerous social activities. The lead is usually generated from colleagues. For the performance

enhancement of the employees, ROBI often holds various training programs. The individuals of

sales department attend these programs together. This, in turn, strengthens the bond among

them which in turn, greatly influences performance. Other than these, the individuals at ROBI

sales department attend various extracurricular activities including attending Concerts, going to

fitness clubs, hanging out in the weekend etc.

4.2 Main Types of communication and its use

Communication of information, messages, opinions, speech and thoughts can be done

via different forms of modern communication media, like, e-mail, telephone and mobile. Some

of the basic ways of communication are by speaking, singing, sign language, body language,

touch and eye contact. These basic ways of communication are used to transfer information

from one entity to other. There are many different types of communication but they can be

classified into four basic types of communication. These four types of communication are as

follows:

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4.2.1 Verbal CommunicationVerbal communication includes sounds, words, language and speaking. Language is said to have

originated from sounds and gestures. There are many languages spoken in the world. The bases

of language formation are: gender, class, profession, geographical area, age group and other

social elements. Speaking is an effective way of communicating and is again classified into two

types.

Good verbal communication is an inseparable part of business communication. In a business,

you come across people from various ages, cultures and races. Fluent verbal communication is

essential to deal with people in business meetings. Also, in business communication self-

confidence plays a vital role which when clubbed with fluent communication skills can lead to

success.

Public speaking is another verbal communication in which you have to address a group of

people. Preparing for an effective speech before you start is important. In public speaking, the

speech must be prepared according to the type of audience you are going to face. The content

of your speech should be authentic and you must have enough information on the topic you

have chosen for public speaking. All the main points in your speech must be highlighted and

these points should be delivered in the correct order. There are many public speaking

techniques and these techniques must be practiced for an effective speech.

4.2.2 Non Verbal CommunicationNon-verbal communication involves physical ways of communication, like, tone of the

voice, touch, smell and body motion. Creative and aesthetic non-verbal communication

includes singing, music, dancing and sculpturing. Symbols and sign language are also included in

non-verbal communication. Body language is a non-verbal way of communication. Body

posture and physical contact convey a lot of information. Body posture matters a lot when you

are communicating verbally to someone. Folded arms and crossed legs are some of the signals

conveyed by a body posture. Physical contact, like, shaking hands, pushing, patting and

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touching expresses the feeling of intimacy. Facial expressions, gestures and eye contact are all

different ways of communication. Reading facial expressions can help one know a person

better.

4.2.3 Written CommunicationWritten communication is writing the words which you want to communicate. Good

written communication is essential for business purposes. Written communication is practiced

in many different languages. E-mails, reports, articles and memos are some of the ways of using

written communication in business. The written communication can be edited and amended

many times before it is communicated to the second party to whom the communication is

intended. This is one of the main advantages of using writing as the major means of

communication in business activity. Written communication is used not only in business but

also for informal communication purposes. Mobile SMS is an example of informal written

communication.

4.2.4 Visual Communication

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The last type of communication out of the four types of communication is the visual

communication. Visual communication is visual display of information, like, topography,

photography, signs, symbols and designs. Television and video clips are the electronic form of

visual communication.

4.3 Communication Network:An extremely complex system exists within the flow of information of an organization.

Based on it, communication network can be divided into two parts. Those are:

1. Formal Network

2. Informal Network.

4.3.1 Formal Network:The formal network is considered to be the more stable network of the two. Due to its

simplified form and flow of information, it is often compared to the Blood Vessels of human

body. Businesses have major channels through which information flows. These channels are

usually formal. The flow of information through these channels can be upward, lateral and

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downward in the form of reports, memos, e-mails etc. These officially sanctioned lines form a

specific genre of communication in an organization.

4.3.2 Formal Network in ROBI Sales Dept.:

As mentioned earlier, the sales department of ROBI is divided in three subsections:

Large corporate group, Small corporate group and Priority. All of these subgroups have the

same structure: One department head/unit head, two team leaders and two teams consisting

of four account managers. The flow of information between them is shown below:

Figure: Formal Network of ROBI Sales Department

4.3.3 Informal Network:

36

The informal network exists alongside the formal network in every organization. It

comprises the thousands upon thousands of personal communications that may or may not

support the formal communication network of an organization. It is not a single network but a

complex relationship of smaller networks consisting of certain groups of people. Management

Literature widely refers this network to GRAPEVINE. This network cannot be controlled by

managers. But they can influence it. Flow of information in this network is far more than those

in formal networks. However, since there are gossips and rumors, the information is considered

to be fickle and inaccurate at many times.

4.3.4 Informal Network in ROBI Sales Department:

Like any other organization, there is an informal network existing in ROBI as well. In the

sales department, the account managers maintain their own network outside the organization.

Besides, the Unit Head often comes up and joins the network on weekends. And the account

managers are also very closely connected to the team leaders. The informal network of ROBI

sales department is shown in the next figure:

37

Figure: Informal Network existing in the Sales Department of ROBI

5.0 Critical Observation and Recommendation5.0.1 Critical Observation:

Resource Limitation:

ROBI has shortage of resources. For every purpose/need it is necessary to deal with

different parties. Moreover it is very common to share the resources with others which not only

hamper the speed of activities but also kills valuable time. Of all the limitations the major one is

38

the limitation of space. As a result of limited space the marketing department faces serious

problem. Everyone of the marketing department has to seat in congested way. There is also

limitation of helping machineries like photocopier, fax and telephone connections. Due to all

the limitations employees has to go to other divisions and floors to complete their jobs.

Shortage of Manpower:

One of the main sources of limitations in ROBI is the shortage of manpower. Though

most of the employees of the marketing department are very hard working and sincere still

they faces serious threat for huge work pressures and lack of proper support. Due to the lack of

junior level officers/ executives the day to day works cannot be done timely. Moreover for non-

routine jobs employees find it had to rely on others as they have not enough support. There is

no system of clerks here for which the executives have to perform all the activities relating to

signing.

Problems Relating the Customers:

As stated earlier, customers are the key factor of a flourishing business. Like any other

company, ROBI values its customers highly. But the salespeople often face numerous problems

relating the customers. The existing clients expect the highest quality from ROBI all the time.

ROBI also gives the best shot to keep the consumers happy. Despite careful monitoring and

rigorous effort, there are often malfunctions in the network and other small problems. This

makes the customers unhappy. They call up ROBI and launch complaints about the problem.

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Besides this, when salespeople approach potential new clients, they regularly face the question

of reasons to choose ROBI over GrameenPhone. This problem is most prominent for the priority

group. The customer related problems are relatively less on the Large Corporate and Small

Corporate group. These groups however, receive complaints on call rates regularly.

Falling back on making the most of a potential advertising source:

ROBI has failed to make the most of what now is considered a very lucrative advertising

source; facebook. Since its inception, facebook has continued to grow and at present, is the

number one social networking tool. In late 2007, advertising through facebook was approved in

Bangladesh. Shortly afterwards, companies stumbled upon the opportunity and began placing

advertisements on facebook pages. ROBI took this opportunity late. As a result, they lost a lot

of potential customers. Sales department could not hit the jackpot. Compared to

GrameeenPhone’s 8 facebook ads and Banglalink’s 6 facebook ads; ROBI has only 2. Besides

this, now a days, almost all of the telecom companies have their own page on facebook where

critical matters and customer queries are discussed. But ROBI does not have one. This

represents the clear lack of making the most out of a very resourceful tool.

Introducing Smart pay :

40

The Smart pay (scratch card) reduced the hassle of paying

AKTEL bills

11%4%5%18%

62%

Strongly Disagree Disagree Neutral Agree Strongly Agree

Figure: The Smart pay (scratch card) reduce the hassle of paying AKTEL bills

80% ROBI users think that smart pay system has reduced the hassle a lot of bill paying

system. Because they don’t have to go to customer care or banks and stand there for a long

time to pay their bills. 15% people disagree with the statement because they live in such an

area where the scratch card is not so available.

1 Sec pulse helps to save

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Figure: 1 Sec pulse offered by AKTEL help to save

68% of ROBI customers agree that 1sec pulse offered by ROBI help them to keep their bill

down. And rests of the customers do not care about the 1 sec pulse. This proves that a major

part of ROBI customers are satisfied with their current service.

5.0.2. Recommendations:

Require more Human Resource:

ROBI should hire more internees to do the work properly and timely. As the company

have limited number of clerks these activities can be easily performed by the internees. There is

also scope for ROBI to hire less full time employees.

Enhance the use of advertising to promote product and reach out customers:

42

1 Sec pulse offered by ROBI h

helps to save1

12%1

14%6

6%4

46%2 22

%S

Strongly DisagreeD

DisagreeN

NeutralA

AgreeS

Strongly

agree

Most of the advertising is done via television, billboards and newspapers in our country.

ROBI should try to promote their products more using more advertisements in these medias.

Although the sales team work very hard to increase e their consumer base, it is not always

possible for them to find out every potential customer. To ensure that they are not letting any

potential customer slip away, ROBI promptly needs to focus in advertising.

Build a strong customer care division:

Although ROBI has a good customer care division, they continuously have to hear

complaints about their network reception. To solve this problem, ROBI needs to emphasize on

improving their network service to the maximum. Besides, due to shortage of manpower, the

customer care division fails to answer a call when they are busy with a caller already. This

makes the caller feel ignored and often make them agitated. To avoid such hassles, ROBI should

employ more people and make sure that such problems do not happen.

In short, ROBI should use the following ideas to improve their service:

1. Ensuring improved network quality

2. Increasing the responsiveness of customer care centers

3. Improving the effectiveness of call center(Helpline 123)

4. Increase the number of customer care centers

5. Developing an effective promotional strategy

6. Reducing call rate and connection fee

7. Add different sorts of Value Added Service(VAS)

8. Promoting the telemarketing concept

9. Efficient door-to-door delivery system

10. Overall improvement of the quality of service

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6.0 CONCLUSION:

Effective communication and managers' communication skills are an extremely

important issue for effective organizational behavior. Effective business must succeed in all its

aspects in order to both correspond to the newest market trends, and satisfy customers’

demands. Lack of effective communication may lead to:

Misunderstandings

Lack of information

Decrease in employees’ performance

Decrease in company’s turnover, as a result

Ineffective or poor communication is frustrating for employees, and becomes a source of a

conflict. Managers' inability to clearly express their thoughts, ideas and demands leads to

employees' inability to perform work well, according to the company’s demands. Such a

situation may take place when an employee is not truly aware of what is requested of them.

This decreases the satisfaction an employee gets from the job.

If a manager is able to communicate their ideas clearly, so that employees definitely know

what is asked of them, the subordinates will, consequently, perform their jobs correspondingly.

On contrast, an aggressive way of managing reports results in employees’ getting more and

more frustrated, often guessing what their real faults were.

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A good style of management, as well as a positive approach to communication, ensures

that an employee and a supervisor understand each other, and are more effective at the

workplace.

Effective communication in the workplace provides employees with a clear

understanding of what is demanded from them, with knowledge of what to do and what to

expect. For organizations, such a communication style creates effective performance of the

staff, and, consequently, increases customer loyalty and profit.

In this ever growing and intensely competitive telecom market, ROBI should strive hard

and use every bit of communication skills to make the most of the opportunities and continue

to grow their market share in order to reach their goal of being the premium mobile company

of Bangladesh.

BIBLIOGRAPHY:

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Books

Lesikar, Flatley, Rentz; Business Communication: Making Connections in a Digital Wold;

Eleventh Edition.

Kotler, Philip; Marketing; 2004; McGraw-Hill.

Websites

http://www.robi.com.bd/

www.thedailystar.net

www.newagebd.com

www.bangladeshinfo.com

ROBI Newsletter.

Various Journals of ROBI

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