This document outlines an event plan proposed by ROBI telecommunications for an activation theme called "Avgvi ‰MŠie, Avgvi kw3, †eu‡P _vK‡e Avgvi nv‡Z" which means "In memory of mine, in strength of mine, will live in my veins". The 3 month long event from October to December would involve a design competition to design 16 monuments for liberation war heroes, a fund raising campaign, and installation of the monuments with public participation. The event aims to enhance ROBI's connectivity, fulfill corporate social responsibility, negotiate with the government, and uplift its image.

1. Instructed by: Presented by:
Course Title : Advertising
Course Code : MCJ 510

2. Brand Feature
Consumer Analysis
Competition Analysis
Activation Theme
Event Plan
Impact
SWOT Analysis

3. Name: ROBI
Meaning: Sun
Color: Bloody Red
Vision: To be the leader of telecommunication services in Bangladesh
Mission: 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 the budding
nation
Theme: Spreading its power to every individual and empowering them
with their own strength.
Tagline: R¦‡jDVzbAvcbkw³‡Z
Image: Empowerment
Personality: Socially Devoted Brand (recognized by online analyst
Socialbakers)
Promise: Empowering Thyself

4.  Secured third place among other telecom operators according to the
number of subscribers (ROBI 27m, GP 52m, BL 30m)
 Amongst 125m mobile users 68% male and 32% female.
 From professional aspect, private jobholders 20%, government
jobholders 20%, businessmen 20%, homemakers10%, jobless 10%
and students 10%.
 Prepaid users 99.1%, postpaid users 0.9% (Ahmed, S.:2014).
 In another reference,63% students, 32% service and 3%
businessmen.
 From the age group, 19-35 agers 95%, 36-50 agers 5%.
 From respondents’ education, users up to SSC 6.9%, those up to
Graduation 60.3%, post graduation 32%.
 From monthly income, up to 20k 75.9%, 20k-40k 15.5%, 40k-60k
6.9%, above 60k 1.7% (Hasan, K & others: 2013).

5.  Strength
> Strong Capital base
> Experienced management team
> Diversified funding sources
> Outstanding market share
> Diversified business exposure
 Opportunity
> Business expansion opportunities
> Fund raising through new financial products
> Capital market operation
> Scope of product diversification
 Weakness
> Not enough credentials for prevention of external issues
> Developing advertising strategy with less output
> Competitors are bigger threats
> Lack of service production unit
> Lack of customer support operations
 Threat
> New entrants in to the market.
> Inadequate input for successful budgeting and strategic business plan
> Opportunities and risks are higher found through reviews of industry

6.  From market share aspects, GP 44%, BL 27.8%, ROBI 18.8%
 From fiscal year revenue, GP 942.8mn USD, BL 101.95mn USD,
287mn USD
 From network coverage GP 99.14%, BL 94%, ROBI 84% of total
population (Islam, I,: 2010).
 In terms of airing commercials, GP as highest ranker aired 31371
numbers and 16977 mins of TVC and 7042 RDC. BL aired 16720
numbers and 13754 mins of TVC, Robi aired 15688 numbers and
5568 mins of TVC.
 From previous Activation records, ROBI initiated as partner of
making the then largest National Flag. On another hand, in 2014 GP
sponsored cleaning activation on the Pohela Boishak at DU and in
2009 they executed plantation activation. Besides BL in most of the
cases executes Gaming activation in short extent around campus.

7. Position Statement: Avgvi †MŠie, Avgvi kw³, †eu‡P
_vK‡e Avgvi nv‡Z
Idea: To install 16 monuments regarding
the memory of those sacred souls
sacrificed their lives for the sake of
liberation war.

8. Segment: Three segment
• Design Competition
• Fund Raising
• Installation of monuments with the voluntary
participation of people from all spheres of society.
Collaboration: Ministry of Liberation War, Govt. of
Peoples’ Republic Bangladesh
Duration: Three month long off October to
December
Media Partner: Channel i, Daily Star, Prothom Alo,
abc Radio

9.  Inceptive Time: First week of November
 Publicity: Campaign and Commercials
 Each participant can’t submit more than three designs.
 Demographic details of the area monuments will be installed will be
hanged on robi official website and facebook page.
 Budget must be limited that will be fixed for each monument.
Participant must do accordingly.
 Design Submission Date: Mid week of November.
 List of 16 Design Winners will be announced at the last week of the
month
 Three judges named Scuplture Shamim Shikder, Scupture Mrinal
Haque, Architect Kazi Khaled Ashraf will be there.
 Winners will be given certificates and gift hampers from ROBI
 Winners will lead the making of monuments.

10. Inceptive Time: First week of December
Publicity: Campaign and Commercials
Special number will be given for the fund
raising.
Each fund provider will be gifted a t-shirt.

11.  Event Day: December 16, 2015
 Installation process by the joint team.
 Registration of the participants.
 Arrival of the participants on the event place.
 Installation process will be launch by 10 am.
 Snacks and lunch.
 Decoration and cultural performance including
reminiscence by the local freedom fighters
 Gift to the participants.
 Live telecast through TV, special space in radio and
special treatment to the newspapers.

12. Enhancing connectivity.
Corporate social responsibility.
Negotiation with Govt.
Uplifting the image.