CSR Activities Of

Company Introduction

Axiata (Bangladesh) 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. Axiata (Bangladesh) Limited, formerly known as Telekom
Malaysia International (Bangladesh), commenced its operation in 1997 under the brand
name Aktel among the pioneer GSM mobile telecommunications service providers in
Bangladesh.
Axiata (Bangladesh) Ltd has rebranded itself with a new look by introducing Robi, the
new brand name for the company.Robi was introduced through a mega-event on 28th
March to mark the launching of its new brand name and logo at more than 70 spots
across the.
AxB attained its first million customer base in 2004, followed by 5 million in 2006 and
10 million in 2009. Covering all 64 districts of the country, AxB was the first mobile
operator to connect Tetulia and Teknaf, the northern and southern most points of
Bangladesh.
With its strengths and competencies developed with experience, AxB aims to provide
the best, in terms of coverage and connectivity to its customers all over Bangladesh.
Product
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 value- added products
and services such as, SMS, GPRS, EDGE, International
Roaming SMS banking, Caller Ring Back Tone, MMS,
Voice Greetings, Call Blocking on 4 August 2008, which
give subscriber to control which call he or she receive or
not and Bengali SMS.
Robi has over 25,000 retail selling points along with
100,000-voucher sales point all over Bangladesh.
Robi has 20 Customer Care Centers and 430 Robi Care
Points in 64 districts all over the country.
 Prepaid
Robi Prepaid has everything to offer; a single package that
delivers simplicity and flexibility at the same time.
Robi has the single prepaid package with the best rates in the
market. A customer can have 5 FnF to any operator mobile
with one Robi partner facility There is full BTCL connectivity
with FREE BTCL incoming.
Customers can recharge their Robi Prepaid by using scratch
cards anf Easy Load facilities.
Postpaid
Robi also offers post-paid service; along with the various
packages. Robi Push Mail is a secure, reliable and feature
rich email solution at a price customers can afford.
Customers can know their bill information through Web Bill,
E-Bill, SMS, USSD and Customer Care Center
Customers can pay their bills by following:
Scratch Card Auto Debit Easy load Bank
Customer Care Center
CSR
Corporate social responsibility (CSR), also known as
corporate responsibility, corporate citizenship, responsible
business, sustainable responsible business (SRB), or
corporate social performance, is a form of corporate self
integrated into a business model.
CSR Highlights of Robi
Konthe O tulite Bangladesh:
To imbibe the new generation with the true spirit of
nationalism, Robi, a leading mobile phone operator in the
country has taken a worthy initiative.
Sustho Nari O Sustho Poribar:
Robi stood beside the underprivileged women of
Bangladesh with its year long health camp ShusthoNari,
ShusthoPoribar. In collaboration with Marie Stopes, Robi
provides free medical treatment, consultancy and free
medicine among the women.
 Computer Corner:
To enlighten the college students with the knowledge of
information technology Robi has taken initiative to set up
computer corners at deserving but underprivileged colleges
across the country.
Computer Training Program:
Computer Training program facilitate by Robi employees
to 72 colleges in 64 district. 1500 students received the
training.62 more training program yet to be held
 Robi- Red Crescent Society Blood Donation
Camp:
As part of its CSR program, Robi, in collaboration with
Bangladesh Red Crescent Society organized blood
donation camps in the city recently.
English in School (EIS):
With the vision Learn English and Think Global
Robi has started EIS, a language learning program in
partnership with The Daily Star to promote English
language learning at secondary schools across the
country.
Limitation of CSR
There are some areas where general people do not get any sort of CSR
facilities such as Barguna, Chittagong hill tracks, Shunamgonj etc and rural
areas of our country.

Not doing any kind of CSR activities which is under Community

Volunteering and Cause-Related Marketing

Very few number of Health Camp initiative taken so far.

Robi CSR activities are less visible because of lack of effective promotional
strategy.
Recommendations
Increasing the responsiveness of the entire respective department
The Corporate Affairs and activation authorities should emphasize more on
the responsiveness because any new and unique plan might be copied by the
competitors.

Increase the Numbers of Health Camp program

Robi has very few number of Health Camp initiative taken so far. Right
now only 4 Health Camp held all over the Bangladesh is serving the people
which is not good enough. So Robi should increase the number of health
camp to increase the visibility.
 Developing Community Volunteering & Cause-Related Marketing
At the moment Robi Axiata Limited is not doing any kind of CSR activities
which is under Community Volunteering and Cause-Related Marketing. But
to survive in the competitive Market, Robi should start some CSR activities
which are under Community Volunteering and Cause-Related Marketing.

Developing Effective Promotional Strategy

To increase the awareness level of the general people, Robi should
participate in some promotional activities through this program.
Conclusion
In conclusion that in comparison to other mobile operators , Robi has
moderately good CSR awareness level and superior visibility among the
general people. If Robi can move away the obstacles and binding which
customers are mentioned in my report Robi can reach the root level of the
whole Bangladesh.
The social responsibility initiatives are far more effective in building brands
in rural market than the commercial advertisement.
General people dont have enough choice. So if Robi cannot create positive
image among general people then they will lose its existing and potential
customer as well as the market share.
The mission of Robi to provide total customer satisfaction and help to
make a digital Bangladesh. It is high time for Robi to satisfy and retain its
existing customer.