1. Art and Diseño

Scope of the Study
The Report describes Corporate Social Responsibility practices of Robi as well as its CSR
policy, budget, limitations and business situation. To analyze all these important elements, I
learned how the rigorous competitiveness affects a company even for the CSR activities. There
are lots of departments in where I can prepare my report but to my understanding within a very
short period Corporate Social Responsibility (CSR) will open a new era for today’s business in
Bangladesh.
1
Research Proposal
2
Introduction:
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the
people of Bangladesh, where they want and the way they want. Having the local tradition at its
core Robi marches ahead with innovation and creativity. The company today commands more
CSR activities than all its competitors’ in the mobile telephone industry combined. To take the
company to its current position, the CSR activities of the company have to be an efficient and an
organized one. Therefore, it is imperative that the awareness level of CSR activities of the
company must be well known and efficiently delivered so that they can win over its competitors
to attract new customers and at the same time to do for the betterment of the society. As robi has
been rebranded itself a few months back so it is very significant and important to get involve
large number Corporate Social Responsibilities activities to establish among the general people.
So in this report I tried to find out the awareness level, media coverage, obstacles and its solution
for the CSR activities of Robi.
3
Objective:Broad Objectives:
1. Find out the level of brand awareness, consequence of the CSR activities.
2. Find out the level of sales increased because of CSR initiatives.
3. Find out the market position among the competitors in terms of CSR activities.
Figure out the obstacles that Robi use to face during implementing new CSR plan and its
probable solutions
Specific Objectives:
1.1
To find the level of awareness of the Health camp initiative taken by Robi for the
underprivileged women.
1.2
An indication on which types of services they want to get.
1.3
To find the level of satisfaction of the CSR agency regarding the commission from
Robi logistics.
1.4
To find the level of awareness of the Computer corner initiative this is held around
the Bangladesh.
1.5
To get an insight on the time taken for activation and any problems faced regarding
activation of CSR program.
1.6
To find the level of satisfaction of the region personnel regarding the reporting
method that needs to be done.
4
1.7
To find the level of awareness of the dealers and agents regarding the flow of
information from Robi to Region/Agency and their subsequent comments on
information support towards them.
1.8
To find the level of awareness of the region and agency on their interaction with Robi
employees on the basis of
i. Degree of Professionalism
ii. Knowledge about the CSR program.
iii. Friendliness and helping attitude
1.9
To find the level of awareness regarding the Konthe O Tulite Bangladesh contest.
1.10
To find out major customer complaints that the dealers/agents are required to handle
1.11
To find the potential areas for Robi CSR programs and areas where improvement is
required.
1.12
To find the level of knowledge/awareness of the others CSR activities of Robi.
Equation
5
Y= f(mx+c)
CSR= f(Commitment towards community * Positioning strategy + Mass
Awareness)
CSR initiatives=
f

RobirAlo(Providing solar power to village)

English in School,(English learning program at rural school)

Computer corner( Set up computer café with internet at various rural college)

Clubfeet treatment(Providing Health Treatment facility booth at remote region of
Bangladesh.

Water plant (free pure drinking water for the passengers at railway station).
Commitment Towards community=
f

Quality of CSR service

Consistency of the service

Communication with community
Positioning Strategy=
f

Brand Promotion

logo exposition

Competitive Position
6
Mass Awareness=
f

Knowledge about CSR

Familiarity with Robi CSR

Familiarity with rivals CSR

Evaluation of CSR in Purchase decision

Opinion towards CSR progress of Robi
Hypothesis:
Research questioner: Does Robi’s CSR initiatives has created positive impact on Brand
awareness?
H1: Robi has successfully increased brand awareness through CSR initiatives.
H2: Robi’s brand awareness is consistently low after taking CSR initiatives.
Research questioner: Does Robi’s CSR initiatives highly motivated the mass people?
H1: Robi’s CSR initiatives highly motivated mass people.
H2: Robi’s CSR initiatives couldn’t motivate people highly.
Research questioner: which telecom company’s initiative has made a significant
development for the society as well as country?
7
H1: Robi has rated high in socio- economic development.
H2: Robi is remaining far lack in the race of CSR competition.
Research questioner: Are the Consumers highly satisfied with Robis CSR initiatives?
H1: Consumers are highly satisfied with Robis CSR initiatives.
H2: Consumers are highly satisfied with Robis CSR initiatives.
Research questioner: Does Robi significantly contributed in increasing literacy rate in
Bangladesh?
H1: Robi significantly contributed in increasing literacy rate in Bangladesh.
H2: Robi failed to contributed in increasing literacy rate in Bangladesh.
Research questioner: Which CSR project is highly benefitted above others?
H1: English in School is the most popular CSR project.
H2: English in school is the least popular CSR project.
Variables
Dependent variable
Independent Variable
Mass awareness
Clubfeet treatment
8
Compititive position
Robir Alo
EIS(English in school)
Internet corner
Computer Corner
Methodology:
The research is based on both quantitative and qualitative study.
The research is based on both quantitative and qualitative study.
Sample size:A statistically adequate and significant sample size can be determined with the help
of the following formula:
n = pq (z /e)2
n = required sample size 85
p is a certain proportion in universe. In case of first study, p=0.5 (50%)
qis the reciprocal of p (1-p)
9
z is the confidence level (for 95% confidence level of the findings, z = 1.96)
e is the tolerable error of estimates (The most acceptable range is from +/- 2% to +/-5%. The
sample size increases/decreases significantly with the increase/decrease of the tolerable error.
For this study we would take3% = 0.03)
Qualitative:
The qualitative aspect of the report will include a description of the major communication
problems faced by the CSR personnel/Agency of Robi. This section will try to cover major
awareness obstacles’ that are faced and how they are dealt with or if it is possible to deal with
them. This section will also try to find whether there is any relationship between the major
problems received and the location of the program.
This section will further address certain recommendations provided by the general people and
agency and their impact on the improvement of performance of Robi.
10
Quantitative:
The level of awareness of the general people on Robi’s Corporate Social Responsibility program
as well as Robi’s overall system has been covered by the questionnaire. In this questionnaire,
awareness level of the root level people has been quantified.
The specific objectives were kept in mind when addressing the questionnaire. Each question was
farmed with consideration to the scales to be used in the analysis.
Scope of work:
11
Robi Axiata Limited would like to understand stakeholder mapping for CSR initiatives based on
Robi Regions- Developed and emerging market
-
Developed market: Dhaka metro, Dhaka outer, Chittagong metro, Chittagong outer,
Comilla.
-
Emerging market: Barisal, Rangpur, Khulna, Kushtia, Mymensing, Rajshahi and
Sylhet.
-
Followed by National, regional and area specific (Urban, semi-urban & rural).
Limitation

Sampling Unit will consist of high officials. But they remain so busy that conducting
research on them will be difficult.

Critical Information that might be needed for research analysis is unavailable because of
the sensitivity of confidential information and high security for preserving intellectual
property right.

Time is main constrain for conducting such huge research.

Respondent’s biasness will highly affect the authenticity of research result.

Sample size must include respondents from whole country. But access to them wont be
easy.
12
Executive summary
13
1
Executive Summary
Internship is such a program which makes a student experience the corporate life for the first
time. I was assigned as intern under CRL (Corporate Affairs, Regulatory and legal). I did my
report on CSR activities of Robi Axiata.
Axiata (Bangladesh) Limited is always committed to the society. To actively identify and start
establishing Axiata (Bangladesh) Limited 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, Axiata (Bangladesh) Limited is the first among all mobile phone
operators to win prestigious “Standard Chartered-Financial Express Corporate Social
Responsibility Award-2006”. Axiata (Bangladesh) Limited believes education platform remains
the main focus to develop a nation as a shared concern with the society at large. Axiata
(Bangladesh) Limited also focused towards the roaming street children found throughout
Bangladesh.
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 be emerged a
socially responsible collective consciousness.
This study has attempted to describe the mass awareness level of the Corporate Social
Responsibility activities of Robi. Major parts of the respondents are quite conscious about
14
the CSR activities of Robi. As Bangladesh is still in the developing country, People are
facing different sorts of basic needs problem. This is might be a good gap in terms of CSR
mileage. General people don’t have enough choice. So if Robi cannot create positive image
among the general people then they will lose its existing and potential customer as well as
the market share.
15
INTRODUCTION
16
Introduction
2.
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the people
of Bangladesh, where they want and the way they want. Having the local tradition at its core Robi
marches ahead with innovation and creativity. The company today commands more CSR activities than
all its competitors’ in the mobile telephone industry combined. To take the company to its current
position, the CSR activities of the company have to be an efficient and an organized one.
Therefore, it is imperative that the awareness level of CSR activities of the company must be
well known and efficiently delivered so that they can win over its competitors to attract new
customers and at the same time to do for the betterment of the society. As robi has been
rebranded itself a few months back so it is very significant and important to get involve large
number Corporate Social Responsibilities activities to establish among the general people. So in
this report I tried to find out the awareness level among mass people, media coverage, obstacles
and its solution for the CSR activities of Robi.
CSR in Bangladesh contributes a lot to community development. Robi as corporate house is
ahead of in terms of socio-economic development trhough CSR activities. Such as creating
employment, providing primary education, contribution to infrastructure development like road
and
high-ways
and
addressing
environmental
concerns.
17
COMPANY OVERVIEW
18
3.
Company Overview
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.
Later, on 28th March, 2010 the company started its new journey with the brand name Robi.
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the
people of Bangladesh, where they want and the way they want. Having the local tradition at its
core Robi marches ahead with innovation and creativity.
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. Thousands of
people
saw
the
first-ever
twenty-four
hour
program,
titled
Bangladesh
Fair,
in
SuhrawardiUddyan.
Axiata is now aiming to localize all of its branding. The word Robi has been chosen as it carries
a range of meanings representing the emotional and cultural bonds of Bangladeshis
19
Robi is the symbol of harvest that brings satisfying smiles on the faces of the farmers. Robi,
meaning the sun, is the source of energy that vitalizes agriculture, weather and life everywhere.
Moreover the word Robi is also familiar to all Bangla-speaking people, as it is the Bengali name
of their pride poet Rabindranath Tagore. Robi launched its journey with two notable social
welfare activities that renews its commitment of contributing towards uplift of the society. With
its strengths and competencies developed over the years, Robi aims to provide the best quality
service experience in terms of coverage and connectivity to its customers all over Bangladesh.
Together with its unique ability to develop local insights, Robi creates distinct services with local
flavor to remain close to the hearts of its customers.
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. It was also the
first operator to provide seamless coverage along the Dhaka-Chittagong highway. 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.
Emotional
• Passionate
• Creative
• Respectful
• open
Rational
• Simple
• Ethical
• Tranparent
• Ownership
20
Empowering You
“We are there for you,
where you want and in the way you want, in order to help you develop, grow and
make the most of your lives through our services.”
Passionate:
They passionate – it’s in all of them. Whether visible or hidden within for
whatever reason. If hidden, Robi collective challenge is to bring this out and make it productive
for yourselves and the business. Everything they do is about doing the best they can. They are
warm and approachable at every level whether that is internally or externally with our customers,
partners and various stakeholders. Theyare there for each other and they endeavor to help in
every way they can.
Creative:
Everything they do they should do in a creative innovative manner. If they don’t
think things through in a well-structured creative manner, they are not doing our jobs properly.
They bring energy to our work. Their communications demonstrates our creative flair. We
provide creative and imaginative products and services to our customers. They are open to new
ideas, no matter how silly they may sound to begin with.
21
Respectful:
They are truly respectful to each other. Their subordinates, peers, partners and
customers. They treat everyone equally and we allow people to express their thoughts and
opinions in a respectful manner. They don’t speak down to each other. They listen to what each
has to say without interruption or judgment. They try and understand each other’s opinions.
Like their brand personality and brand tone of voice, they speak with respect and warmth to
everyone, are non patronizing or authoritative.
Open:
They have no hidden agendas. They share information freely. We can only be open
with our customers, partners and stakeholders if they are open with ourselves – regardless of
hierarchy. They are easy to relate to, they are driven.
Simple: Everything they do and say should be simple and easy to understand. If they don’t
understand it, their customers and stakeholders won’t. In terms of communications they make
sure the messaging is in plain, simple language. Their plans are simple and uncomplicated.
Internally, they approach things in a plain, simple manner – even if the subject matter is
complex. They ensure everyone clearly understands what is expected of them. They take the
most complex issues and make them simple to understand.
Ethical: For this, there are several key words/actions that they must adhere to individually as
well as collectively: they are moral, upright, honest, righteous, virtuous, honorable, keeping our
promises in all they say and do. If they see something or someone is out of order or not in
22
alignment with their brand purpose, they speak out, without the feeling of being threatened. In
summary, the words speak for themselves. They clearly align to our internal and organizational
code of ethics and code of honor (detailed later in this document). They will oppose all forms of
corruption.
Transparent:
A few key words and phrases sum this up: Honesty. Openness.Frankness.
No lies. No deceit. No games. Easily understood. They are transparent with their customers, with
each other, with their subordinates and peers. No hidden agendas.
Ownership:
Whilst working individually or collectively, they clearly demonstrate
individual and collective ownership. Making mistakes is clearly part of daily business as it is part
of daily life – as long as they own up to this early. It is better to attempt to reach a solution than it
is to abrogate any responsibility or, when working in a team, to blame others when things don’t
work out effectively. They speak well of their successes, and speak freely, without fear, of our
non-successes. No culture of fear.
3.1
The Shareholders
Axiata (Bangladesh) Limited is a Joint Venture company between AxiatanGroupBerhad (70%)
and NTT DOCOMO INC. (30%)
23
Axiata Group Berhad
Axiata is an emerging leader in Asian telecommunications with significantpresence in Malaysia,
Indonesia, Sri Lanka, Bangladesh and Cambodia. Inaddition, the Malaysian grown holding
company has strategic mobile andnon-mobile telecommunications operations and investments in
India,Singapore, Iran, Pakistan and Thailand. Axiata Group Berhad, includingits subsidiaries and
associates, has approximately 50 million mobilesubscribers in Asia, and is listed on Malaysia’s
stock exchange (Bursa
Malaysia).
NTT DOCOMO INC.
NTT DOCOMO INC. 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 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 INC is listed on the Tokyo (9437), London (NDCM) and New
York (DCM) stock exchanges.
24
25
26
3.2
SWOT ANALYSIS
Strength of Robi
The parent company, Axiata and NTT DOCOMO, is well-established and
experienced global player operating with several subsidiaries in the global
telecommunication industry.
Excellent business track record of Robi for more than half a century
Using the GSM technology, most advanced and secured technology in the world
telecom industry
Providing cellular services through very competent and skilled human resources
comprised of over 1600 employees with a worth mentioning reputation and goodwill
in line with the Vision, Mission and Theme of Robi.
Robi is the First one who reached Saint Martin Island with its networking facility.
Robi captured 60% market share in Chittagong.Which is 25% of total subscriber of
Robi.
Robi topped in all categories’ of print media coverage in March 2012.
Highest number of CSR initiatives comparing to other competitors.
27
Weakness of Robi
Customer care centers are low compared to other operator.
Less promotional activity comparing to other rivals.
Opportunities of Robi
Making the world like village by offering more products in future
Increasing foreign direct investment making economic development in the country
Efficient and effective media coverage through CSR activities.
Technological development making the people of the country more advance like the
developed country in the world.
Making the communication facilities easier.
Paying highest tax making the country more developed.
Robi’s target market is becoming widen so that mass people can be benefited by the
CSR activities.
Cell phone operators added 1.33m users in February.
Threats of Robi
Imposition of Govt. tax on SIM card
High competition in the telecom industry
28
GP started distributing dividend warrant.
29
3.3
•
Company Achievement
Robi Axiata Limited, the leading mobile phone operator of the nation, has received
“Star News HR EXCELLENCE AWARDS FOR INNOVATION IN HR”.
* Leading mobile phone service provider Robi has been re-assessed and rewarded with ISO
9001:2008 certification. Robi received this internationally renowned Management Standard
after complying with all requirements.
* Robi has been conferred the prestigious Frost & Sullivan Asia Pacific ICT Award 2010
for "Emerging Market Service Provider of the Year".
Awarded the prestigious fund grant from GSMA MMU (Mobile Money for the Unbanked)
in 2009.
*
Crossing 10 million subscribers mark in 2009.
Ranked within top 6 global comparable telcos in A.T. Kearney benchmarking exercise in
*
2009.
30
*
Cost optimization project saved 2 times of what was projected.
Bangladesh Mobile Phone Businessmen Association (BMBA) Award 2008-2009 as the
*
best service provider in Bangladesh
The Weekly Financial Mirror –Samsung Mobile &Robintex Business Award 2008-2009 as
*
the best Telecommunication company.
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.
Arthakantha Business Award Given by the national fortnightly business magazine of
*
Bangladesh for its excellence in service in telecom sector.
Higher call charge making the other operators of abroad to introduce business in our
country.
Imposition of Govt. restriction on different service.
Country’s mobile phone operators will be required to take licenses from the BTRC to
provide various value added services (VAS).
GP's net profit after tax jumped 76.38 percent in 2011 to Tk 1,889 crore, riding on
steady revenue growth and efficient cost management.
31
CORPORATE SOCIAL RESPONSIBLITY
32
4.
Corporate Social Responsibility
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 corporateself-regulation integrated into a business model. Ideally, CSR
policy would function as a built-in, self-regulating mechanism whereby business would monitor
and ensure its support to law, ethical standards, and international norms. Consequently, business
would embrace responsibility for the impact of its activities on the environment, consumers,
employees, communities, stakeholders and all other members of the public sphere.
33
Furthermore, CSR-focused businesses would proactively promote the public interest by
encouraging community growth and development, and voluntarily eliminating practices that
harm the public sphere, regardless of legality.
Essentially, CSR is the deliberate inclusion of public interest into corporate decision-making, and
the honoring of a triple bottom line: People, Planet, and Profit.
Business ethics can be both a normative and a descriptive discipline. As a corporate practice and
a career specialization, the field is primarily normative. In academia, descriptive approaches are
also taken. The range and quantity of business ethical issues reflects the degree to which business
is perceived to be at odds with non-economic social values. Historically, interest in business
ethics accelerated dramatically during the 1980s and 1990s, both within major corporations and
within academia. For example, today most major corporate websites lay emphasis on
commitment to promoting non-economic social values under a variety of headings (e.g. ethics
codes, social responsibility charters). In some cases, corporations have re-branded their core
values in the light of business ethical considerations (e.g. BP's "beyond petroleum"
environmental tilt).
34
35
4.1
Economic, Social & Environmental
Responsibility
CSR is defined in the Guidelines as the economic, legal, ethical and charitable responsibility that
Financial Institutions assume in their dealing with shareholders, employees, consumers, business
partners, government and the wider community. The Guidelines are divided into three key areas:
Economic responsibility:
Subject to compliance with the law, build up a fair, safe and stable competitive industry and
consistently create economic value through best professional operation for State, shareholders,
employees, clients and the general public. Historically, business organizations were created as
economic entities designed to provide goods and services to societal members. The profit motive
was established as the primary incentive for entrepreneurship. Before it was anything else, the
business organization was the basic economic unit in our society. As such, its principal role was
to produce goods and services that consumers needed and wanted and to make an acceptable
profit in the process. At some point the idea of the profit motive got transformed into a notion of
maximum profits, and this has been an enduring value ever since. All other business
responsibilities are predicated upon the economic responsibility of the firm, because without it
the others become moot considerations.
36
Social responsibility:
Actively protect the public interest of consumers, employees and the community as guided by
the corporate vision; advocate charitable responsibility, actively participate in public welfare
activities, cultivate social harmony and promote social development. Social responsibility is an
ethical or ideological theory that business should not function amorally but instead should
contribute to the welfare of their communities and an entity whether it is a government,
corporation, organization or individual has a big responsibility to society at large. This
responsibility can be "negative", meaning there is exemption from blame or liability, or it can be
"positive," meaning there is a responsibility to act beneficently (proactive stance).
Environmental responsibility:
SupportState industrial policies and environmental protection policies, conserve energy, protect
and improve the natural ecological environment and support sustainable development of the
society. When you start looking all about environmental responsibility ethics you open up a
whole debate about how businesses can learn to be more environmentally aware and responsible.
Many businesses are starting to realize that they have to do more to help the environment and cut
down on the ways in which they affect the planet.
Legal Responsibilities:
37
Society has not only sanctioned business to operate according to the profit motive; at the same
time business is expected to comply with the laws and regulations promulgated by federal, state,
and local governments as the ground rules under which business must operate. As a partial
fulfillment of the "social contract" between business and society, firms are expected to pursue
their economic missions within the framework of the law. Legal responsibilities reflect a view of
"codified ethics" in the sense that they embody basic notions of fair operations as established by
our lawmakers. They are depicted as the next layer on the pyramid to portray their historical
development, but they are appropriately seen as coexisting wit economic responsibilities as
fundamental precepts of the free enterprise system.
Ethical Responsibilities:
Although economic and legal responsibilities embody ethical norms about fairness and justice,
ethical responsibilities embrace those activities and practices that are expected or prohibited by
societal members even though they are not codified into law. Ethical responsibilities embody
those standards, norms, or expectations that reflect a concern for what consumers, employees,
shareholders, and the community regard as fair, just, or in keeping with the respect or protection
of stakeholders' moral rights.
In one sense, changing ethics or values precede the establishment of law because they become
the driving force behind the very creation of laws or regulations. For example, the
environmental, civil rights, and consumer movements reflected basic alterations in societal
values and thus may be seen as ethical bellwethers foreshadowing and resulting in the later
legislation.
38
Philanthropic Responsibilities:
Philanthropy encompasses those corporate actions that are in response to society's expectation
that businesses be good corporate citizens. This includes actively engaging in acts or programs to
promote human welfare or goodwill. Examples of philanthropy include business contributions of
financial resources or executive time, such as contributions to the arts, education, or
the
community. A loaned-executive program that provides leadership for a community's United Way
campaign is one illustration of philanthropy.
4.2
Corporate Social Responsibility of Robi
In line with its business philosophy ‘Empowering People’, Axiata (Bangladesh) Limited is
always committed towards society and aspires to be a powerful agent to change the communities
in which it operates. To enrich people’s lives, Axiata (Bangladesh) Limited focuses on
Education, ICT, Health, Environment and Culture & Heritage with various types of programs
across the country. Among all the programs, English in Schools (EIS) and GPA 5 celebration
received huge response countrywide. To help students learn English, EIS is reaching 0.7 million
students and 10,000 teachers of 1,000 secondary level schools.
39
Renewing its CSR philosophy, Axiata (Bangladesh) Limited is widening its core CSR area in
2010. In line with Government’s ‘Digital Bangladesh Vision 2021’, Axiata (Bangladesh)
Limited is working towards ICT development across the country especially in the colleges and
libraries. With special focus on women, Axiata (Bangladesh) Limited is emphasizing on women
health and women entrepreneurship.
To empower the underprivileged women of the society, Axiata (Bangladesh) Limited has
embarked on various types of long term projects. Among these initiatives, we have been
conducting vocational programs to enhance women’s skills and encourage home based
businesses. Considering the importance of ‘Healthy women for healthy nation’, Axiata
(Bangladesh) Limited has stood beside the underprivileged women of the society through
providing monthly free health service `ShusthoNari, ShusthoParibar’ (Healthy Woman, Healthy
Family) for the underprivileged women across the country.
Axiata (Bangladesh) Limited is always committed to the society. In fact, 2005 & 2006 were a
year of exploration into Corporate Social Responsibility (CSR) for Axiata (Bangladesh) Limited.
To actively identify and start establishing Axiata (Bangladesh) Limited 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, Axiata (Bangladesh)
Limited is the first among all mobile phone operators to win prestigious “Standard CharteredFinancial Express Corporate Social Responsibility Award-2006”.
40
41
42
4.3
Corporate Responsibility Perspective
As per policy, AxB approaches corporate responsibility (CR) from the five perspectives in line
with 4 bigger perspective of CR: Marketplace, People, Community and Environment:
•
Marketplace Perspective:
Committed to applying high standards of corporate governance across the organization and
adhering to the rules and regulations established by Bangladesh Government.
43
•
Workplace Perspective:
Aim to build AXB into a company that makes one feel proud and is enjoyable to work in
and thus be an employer of choice.
 Peoples Perspective
Our people is what make us great, their diversity being a hallmark of our culture. We are aware of
the need to continuously build on our people in order to evolve as a company into the future. Our
intention is to grow those future competencies from within and recruit top talent from the market
when necessary.
•
Community Perspective:
Committed to using its financial, technological and human capabilities to drive social, economic
and environmental change in the nations in line with Bangladesh Govt. as well as group
initiative.
•
Environment Perspective:
AxB continuously adopts the ways to promote green activities and reduce the activities that
creates negative impacts on our ecological footprint.
44
Axiata (Bangladesh) Limited believes education platform remains the main focus to develop a
nation. To ensure an early jump into technology and intellectual transfer, Axiata (Bangladesh)
Limited has established a tradition of providing scholarships every year to three promising
individuals to complete their higher studies in MultimediaUniversity in Cyberjaya, Malaysia. To
provide a world-class teaching and learning resources for Bangladeshi professionals Axiata
(Bangladesh) Limited joined hand with Chittagong Skills Development Centre (CSDC),
Underprivileged Children's Educational Programs (UCEP-Bangladesh), etc. Axiata (Bangladesh)
Limited 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 renovations of
45
mosques all across the Bangladesh. To improve living condition of distressed people; Axiata
(Bangladesh) Limited has always been providing support to them.
As a shared concern with the society at large, Axiata (Bangladesh) Limited also focused towards
the roaming street children found throughout Bangladesh.
Not only will Axiata (Bangladesh) Limited 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, Axiata (Bangladesh) Limited can certainly see so many areas to be involved in.
Only through concerted efforts of the private sector, there will be emerged a socially responsible
collective consciousness.
Pledge:
“We are there for you, where you want and in the way you want, in
order to help you develop, grow and make the most of your lives through
our services”
46
4.4
Selection criteria for prioritizing the five Pillars
Information and Communication Technology:
47

Due very limited opportunities to access PC and Internet, people are lagging far behind
from the information highway

As we are technology based company our secondary recognition in the society should be
through ICT

The government of Bangladesh is emphasizing on ICT, Support to Digital Bangladesh

Increase employment thus support other needs

Internet penetration is only .4% with poor IT literacy rate
Therefore Robi initiated “Internet Corner” Project at all seven divisional public libraries.
Education:

whereas English literacy is not more than 1%

Most important possession for development of a nation;

Basic right that helps fulfill other rights

While English literacy rate in India: 60% and in Pakistan: 20%; Poor foundation and lack
of effective educational tool has created English phobia, thus acts as a barrier for
increasing technological knowledge. Thus a basic necessity and primary step for the
development of ICT and health.
Health:

Statistics is: only about 24% of women who died did not receive any medical treatment,
and only about 48% received treatment from a registered physician, a hospital, or a clinic
before death.
48

Women health is mostly ignored here esp. at the underprivileged society where more than
50% of the population are women

For healthy generation, women health should be taken into account with great care

Build a healthy nation

Healthy people can be productive people

Basic right but limited access for mass people
Thus based on the criteria’s in the funnel & above reasons our third priority should be to
contribute to Health
Focus: Women’s health; helps build a healthy generation; 24% women do not get medical
treatment before death

The camp provided free medical treatment; consultancy and free medicine among the
women.

On Average 600 women attended on a single day at each camp.
Environment:
•
Severe level of water and air pollution
•
Natural Disaster prone area
•
Sea level higher than land level
Thus priority needs to be given in creating awareness to the mass:

Need massive public awareness to protect environment

Need assistance to save life from natural Disaster

Safe environment, Save Bangladesh

Healthy environment is essential for healthy life and survival
49

Severe environment pollution is endangering our existence
Thus based on the criteria's in the funnel and above reasons our forth focus needs to be on
environment
Focus: Awareness creating programs since mass people have limited understanding on
ecological impact.
Culture & Heritage:
Unique Culture & Heritage is the pride of Bangladeshi people. But due to lack of proper
attention and leaving uncared, many of our proud elements/evidences of our culture & ancient
heritage are being depleted gradually.

88% of people are villagers. Despite the trends of urbanization and globalization, the
underlying culture, in both urban and rural communities is folk oriented.

To save the unique elements of our own/folk culture as well as Heritage, we need to take
immediate care.

Conservation of culture & Heritage is needed since our unique culture & heritage sites
are not being highlighted/ taken care of properly

Based on our research our competitor GP has already embarked on “restoration of
heritage sites”. Music is an area that has been touched by all operators. Regional based
music has also been touched by our competitor BL. However preserving lyrics has not
been touched by any of our competitors.

One area that has not been touched is the area of development of rural artisans
(handicrafts &Terracota)
50
Focus: Development of “Jamdani” Pride and heritage for our country. Robi has taken initiatives
to preserve the most valuable fabric which has a huge demand all over the globe. But in the
recent era Indian and Pakistani fabrics, dresses and sharies replacing Jamdani trend in
Bangladesh. Robi with its tag line” Apon Shakti TeJoleUthun”, initiated “Jamdani r Jadukor”.
Corporation with “Santa Marium University, held a competition of dress designing with
JamdaniFebric. BibiRasell got the honor of Jamdanirjadukor& was the Chief guest & judge.Robi
has launced a promotional campaign about how jamdani fabric can be brought at global premises
and preserve the heritage.
51
4.5
Extended CR- Priority Programs (women
focus):
52
4.6
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. It organized a CSR programme at different
divisional
areas
under
the
banner
Konthe
O
TuliteBangladesh".
The theme of the programme is to enlighten students with the correct tune and lyrics of national
anthem and at the same time to teach them how to draw country's map correctly. A panel of
judges drawn in from renowned singers and teachers of different universities made the selection
of the winners. Six contestants were awarded for their best performance in different categories.
The program was organized in cooperation with the ShishuAcademyIt may be mentioned that the
programmeKonthey O Tulitey Bangladesh was first held at the JatiyoShishu Academy in Dhaka
on 31st March. It will be held at different places of the country in phases.
53
“Konthe O TuliteBangladesh” contest was a part of Robi’s year long CSR activity. This event
shaped a delighted environment in ShishuAcademy complex Rangpur. All participants were
given certificates by Robi.
ShusthoNari, ShusthoPoribar
Robi, a leading mobile phone operator in the country 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. About 600 women and children use to attend this day-long camp or a single health
camp.
‘ShusthoNari, ShusthoPoribar’ is a part of Robi’s year long CSR activity. The program has
already been taken place in Dhaka, Rangpur, Barisal and Chittagong. It was stated by high
officials of Robi that the company has a definite plan to carry out this initiative throughout the
country. All patients who came for treatment got enlisted and were given health cards to enjoy
discount at Marie Stopes clinics for their treatment.
Computer Corner
54
To enlighten the college students with the knowledge of information technology Robi, leading
mobile operator in the country has taken initiative to set up computer corners at deserving but
underprivileged colleges across the country. Under this program, each college get 4 computers
with structural setting at free of cost.
As part of this CSR initiative Robi has already distributed computers to many colleges
throughout the country. This initiative by Robi has created a huge impact among the colleges. In
the selection criteria merit has been given top priority by Robi. Gradually all the deserving
colleges will be brought under this program. This program has already created a positive
response among the enlisted colleges.
College Name
BAJITPUR DEGREE COLLEGE
KOCHAKAT DEGREE COLLEGE
Soburennesa Girls Degree College
Bheramara College
RAIPUR MOHILA CLLEGE
UTTARAN COLLEGE
Begum Jarina Degree College
SHAHID SMRITI ADARSHA COLLEGE
CHAR MUGURIA COLLEGE
LOHAJANG DEGREE COLLEGE
Nazir Ahmed Degree College
MUJIB NAGAR DEGREE COLLEGE
MoulanaMufazzalHossainMohila College
Char Matua College
SONARGAON DEGREE COLLEGE
JOYNAGAR DEGREE COLLEGE
SHAH SULTAN (R) DEGREE COLLEGE
NARAGATI COLLEGE
District
Kishoreganj
Kurigram
Khulna
Kushtia
Lakshmipur
Lalmonirhat
Manikgonj
Mymensingh
Madaripur
Munshiganj
Magura
Meherpur
Maulvibazar
Noakhali
Narayangan
Narsingdi
Netrokona
Narail
55
FAYEZ UDDIN MEMORIAL DEGREE
GOLLEGE
JONAIL DEGREE COLLEGE
SHIBGANJ WOMENS DEGREE
COLLEGE
PolashbariWemens College
TejdasKathi College
MOUKRAN B.L.P. DEGREE COLLEGE
SHAHID NURUL HOSSAIN DEGREE
COLLEGE
Tatulia college
Ghagra College
ANKUR COLLEGIATE HIGHER
SECONDARY SCHOOL
TANORE MOHILA DEGREE COLLEGE
EKARCHALI DIGRRE COLLEGE
DR. Sekander Ali College
Munshigonj College
RAJAPUR COLLEGE
JAMALGONJ DEGREE COLLEGE
Imran Ahmed Women's College
Dr.MoslemUddin Khan Degree College
Bhully Degree College
Naogaon
Natore
Nawabganj
Nilphamari
Pirojpur
Potuakhali
Pabna
Panchagarh
Rangamati
Rajbari
Rajshahi
Rangpur
Sherpur
Satkhira
Sirajganj
Sunamganj
Sylhet
Shariatpur
Thakurgaon
Tangail
Lokman Fakir Mahila Degree College
Rangdia School And College
Taltalo Degree College
AtaharUddinHowlader College
ALINAGAR HIGH SCHOOL &
COLLEGE
BandarbanGovt.Women College
Bagerhat
Barguna
Barisal
Bhola
Bandarban
56
AkhauraShahidSmrity Degree College
RahimaNousher Ali Degree College
Hazi M.A. Kalam Degree College
Muzafarabad College
Gunabati Degree College
MoolparaSamsuddin Khan Karigori o
Banijjo College
CHUDANGA POURA COLLEGE
Savar College
Kholahati Degree College
EnayatUllahMohila College
FaridpurMohabiddalaya
PubailAdarsha Degree College
DR.IMDADUL HUQ MEMORIAL
DEGREE COLLEGE
Bamandanga Abdul Haque Degree College
SufiaMatinMohila College
Sher E Bangla FazlulHuq College
ShaheedMashiurRahman Degree College
Shoilokupa City College
JOYPURHAT WOMENS COLLEGE
Shekendar Ali Chowdhury Agriculture
Diplooma Institute
Matiranga Degree College
Brahmanbaria
Bogra
Cox's Bazar
Chittagong
Comilla
Chandpur
Chuadanga
Dhaka
Dinajpur
Feni
Faridpur
Gazipur
Gopalganj
Gaibandha
Habiganj
Jhalokati
Jessore
Jhenaidah
Jaipurhat
Jamalpur
Khagrachari
57
Computer Training program:

Computer Training program facilitate by Robi employees to 72 colleges in 64 district. Employees
were trained by trainers before sending them for training to students.

2 Robi employees visited each college to facilitate training.

10 rural colleges under different district Cox’s Bazar, Chittagong, Naikhongchori,
khagrachori,rangamati, Sirajgonj, Kurigram, gaibandha, Lalmonirhat, Rangpur.

1500 students received the training.

62 more training program yet to be held.
Robi extends hand towards the visually impaired
people
As a part of its social commitment, Robi has always been beside the people of Bangladesh to
enhance their living and livelihood. In line with this, Robi has this time extended its support
58
towards the visually impaired people of the society. To facilitate the blind students with
educational support, Robi has joined hands with HEAD international (Human Program for
Education and Achievement of Disable and Orphan), a social welfare organization working for
the development of the disabled people. Under this initiative, Robi has distributed White Cane
and Braille papers to two hundred visually impaired people. Officials of Robi handed over the
White Cane & Braille papers to them.
Axiata (Bangladesh) Limited donates sewing machines
for the underprivileged women
Axiata (Bangladesh) Limited has donated sewing machines to a number of underprivileged
women in cooperation with Ain o Salish Kendra (ASK), a legal aids and human rights
organization that has been working for providing legal and other support services to the deprived
citizens of the society. The sewing machines were distributed among the individuals as well as
59
the trainees in Dhaka and Mymensingh. Axiata (Bangladesh) Limited is working on
“Empowering People” and as a small effort to empower the underprivileged women of our
society; it is trying to make them self-dependent. Since women play the most vital role in
building nation, helping them for their own livelihood would increase the possibility of a better
future for all.
Robi- Red Crescent Society Blood Donation Camp
As part of its CSR program, a leading mobile phone operator Robi, in collaboration with
Bangladesh Red Crescent Society organized blood donation camps in the city recently. The
camps were held on the occasion of World Red Crescent day. Theme of this year’s event is
‘Donate Blood, Save Life’. The camps were held at HolyFamilyHospital, Dhaka University
Campus (Bot tola) &Sonali Bank, Principal Branch, Motijheel.
Each of these day-long blood camps received excellent cooperation from DhakaUniversity, Red
Crescent Hospital and Sonali Bank. People along the students have actively participated with
great enthusiasm. All those who donated blood were awarded with souvenirs from Robi along
with a Donor Card from Bangladesh Red Crescent Society.
60
Robi Internet Corner
The idea is to establish Robi Internet Corner in Public libraries round the country especially in
district headquarters. Robi will provide 4 Desktop computers in each library with internet
connections in them which will be used for Computer Education & Internet Browsing. This CSR
program will prove Robi’s keen interest to spread IT education to the underprivileged
community.This CSR program will prove Robi’s keen interest to spread IT education to the
underprivileged community. To provide Computer Knowledge to the community, Robi will
donate 2 computers to each public library in 64 districts. That will facilitate local community to
be familiar with computer & internet. This is just a milestone in the long journey forwards
building a 21- century skilled young generation and reduce gap between rural and urban areas.
The primary objective of this engagement is computer literacy; however the broader vision is to
equip the rural community with learning that will aid in securing a better future for them.
61
Working in semi-rural areas can also be a cherished dream; as is ensuring that the Robi join
hands in making a difference to the community.
Internet Corner set up at public libraries in 6 divisional cities

Sylhet,

Chittagong,

khulna,

Rangpur,

Rajshahi

Dhaka
English in School (EIS)
With the vision ‘Learn English and Think Global’, AxB has started EIS, a language learning
program in partnership with The Daily Star to promote English language learning at secondary
62
schools across the country. The ground of this huge project lies on the extremely low English
literacy rate. According to a recent Daily Star report, ‘Bangladesh enjoys a literacy rate of 48%
whereas English literacy is assumed to be not more than 1%’. This statistic becomes more acute
in comparison with 60% and 20% respectively in India and Pakistan. Besides, poor performance
in English is also one of the major reasons behind a huge number of ‘drop out’ from schools in
Bangladesh.
Other than the above facts, as per ITU 2011 report, internet penetration in Bangladesh is only
0.4%, whereas the same is 5.3% and 7.3% respectively in India and Pakistan. English literacy
and ICT development share a common link as English is considered the lingua-franca for ICT.
This made us feel that to be an active part of Bangladesh Government’s ‘Digital Bangladesh
Campaign’; a focused effort must be placed on English literacy and thus born the English in
Schools. To make the root strong, our particular focus is on the school students as a starting
point.
Under this 3 years (initially) long project, 1,000 secondary level schools are being covered. In
the first phase, all these schools are being delivered 3 copies of The Daily Star for 5 days every
week free of cost along with a supplementary ‘EIS Content Page’ as English learning tool both
for the students and the teachers. The upcoming phases of EIS are mostly concentrated on the
enhancing English skill through various programs. EIS aims to build a better future for the young
students helping them ‘Learn English and Think Global’.
63

Focus: English learning as it helps ICT development and also Scholarship for top public
Uni since poor and meritorious

English Language fair: 50 fair held

School:1000 school participated

10,000+ students attended.

City: Khulna, Bagerhat, Tangail, Nator,Tangail,Pabna, Chittagong

Each of 1000 school getting 3 copies of daily star newspaper 5 days a week for free.

0.7 Million students learning English regularly.

10,000 teachers are also becoming efficient in English.
64
INDUSTRY OVERVIEW
65
5.
Industry overview
In this current era telecom industry is the most profitable industry in Bangladesh. The
competition is very high. All are established multinational companies. One of them is the
highest tax payer in Bangladesh. As because mobile connection has become like a basic need
now a days. Everybody needs mobile connection beyond the social class or economical status.
The market is growing rapidly. There is head to head competition. The market has became
saturated but still in a continuous steady growth.Competition is in every division of a business.
Each company is focusing towards more innovation and differentiation strategy. Only
promotional strategy cannot help much neither to survive nor to reach at the top. CSR activity
has become the new focus to aware consumers and non consumers.CSR activity elevate
company’s goodwill, brand image, commitment towards community, communication to mass
people, media, Government and other important stakeholders. Through the CSR initiatives –
Attention, Contribution, Support & satisfaction of mass people, media, government and other
important personalities and department, can be achieved
Overview of CSR competition in Telecommunication company:
Health
Safe motherhood & infant Care
Mother
&infact
Health
facility fo free
Free Eye Camp
GP
Partnership with sightsavers
free
eye
check
up
&
consultancy camp.
National Immunization Day awarness with
WHO,
UNICEF
66
Campaign
&Govt. to raise awareness
about immunization
Mobile For Health Initiative(Maternal Health
Mortality)
Consultancy
for
pregnant women & new
mother
Education
Scholarship
Financial
assistance
to
unprivilegedpotential
students.
Alokdeep: Non formal primary School Both
shelter
for
natural
cum Cyclone center
calamities & primary school
Information Boat: Tothyo Tori
meet
information&
communication
needs
rural
the
people,
equipped
with
for
Boat
computer,
Internet, scanner, printer, fax
etc.
Supporting 1 goal: Education For All
Environment
Environment change program : Click Climate & Environmental
green
awareness among employees
Community power Project- A social Mini Grid based renewable
Business approach
Grameen
GP
Program
Phone
energy for rural development
Climate
Change Mitigate negative impact of
bussiness on environment
67
Health
Anti Drug Campaign
BishwaIjtema
Environment
•location maps positioned at
the
entry
•branded
disposal
•hygiene
Banglali
points
face
bins
masks
•festoons
nk
Banglalink initiated iftar for
Orphans
International Coastal Clean Up Mass people volunteered to
day
clean the trash & debris from
different beaches
Blanket Distribution among the
Orphans
Health
Medical Treatment For blood cancer Bushra- a 3 year old
patient
child
needing
bone
narrow transplantation,
citycell
initiated
to
help her.
Blood Donation Program
Teletalk Has establish a short Code sms
helpline for children with disability
Environment Blanket Distribution Program
In
Rangpur
Teletalk
district
distributed
500 (Five Hundred)
pieces of Blankets to
68
the distressed people in
the
winter
through
AnjumanMofidul
Islam.
Education
Children’s art Initiative
Association
“Talent
with
Promotion
Initiative” Teletalk has
Teletalk
arranged a children’s
art competition.
Partner with Japan Bangladesh
Friendship Hospital to celebrate
Immunization day
Coalition with Khulna
Metropolitan Police, Citycell
participates in the anti Drug Rally
Partner with JBFH Celebrate
World Heart day
partner with Japan Bangladesh
Friendship Hospital, citycell
organized "Tele Video Health
service for All"
Joins Dettol & hands with Dhaka
City to clean up env during EidUl-Azha
Environme Citycell handed over Road Cones
& Umbrella to Barishal
n
Metropolitan Police.
Citycell stands beside CIDR
affected distressed people
Citycell helped victim of land
slides & heavy rainfall in
Chittagong
Health
Citycell
Distributing Relief
Material.
69
Initiatives to Facilitate Hajj
Pilgrim
Others
Gave 5000 bags to
hajj Pilgrims, Hajj
related important
information that are
displayed at
electronic panels at
Hajj camp.
Citycell Plays Important Role in
Voters Registration activities
From this following chart it is easily identified that how new and innovative types of CSR activity
are operated by the rivals to defend competition and grab maximum market share. But one thing
is very much crystal clear that Robi is ahead of all with is maximum number of CSR initiatives.
70
DATA PRESENTATION & ANALYSIS
71
6.
Data presentation & Analysis
I have done a questionnaire survey of 83 people. My target segment was general people from
Dhaka. The main reason behind my questionnaire survey was to get a real picture of people’s
awareness level regarding the CSR activities of Robi. For this study area cluster sampling have
used. This is a special form of cluster sampling in which the sample items are clustered on a
demographical basis. Form the following bar charts its clearly identified my sample frame &
sample size.
Demographic Profile:
Gender:
Among the 83 respondents 41 persons are male and 42 are female that means 48% is male and
50% is female. 2% is missing.
Statistics
Gender
N
Valid
Missing
83
1
72
Gender
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
male
41
48.8
49.4
49.4
female
42
50.0
50.6
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
73
Age: Among the respondents I have divided the sample frame in such way that young and new
youth represent the maximum number. That why the age group of 26- 45 consists of 50%. Just
because they are the new generation and fresh graduate. They have good understanding of the
competition and the effect of market trend. For the expert & experience opinion 45- above range
is also high which is 17%.
Statistics
Age
N
Valid
Missing
83
1
Age
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
15-25
16
19.0
19.3
19.3
26-35
25
29.8
30.1
49.4
36-45
25
29.8
30.1
79.5
4.00
17
20.2
20.5
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
74
Occupation: As I have choose highest number of young aged people that’s why a good
percentage belongs to student group with fresh graduate. Or a new job holder. Private and govt
sector are in equal number 18 &18% . Business is less in number that is 13%. Other contains
Doctors, Advocates, Teachers, Faculty member of University.
Statistics
Occupation
N
Valid
Missing
83
1
75
Occupation
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
student
17
20.2
20.5
20.5
private service
18
21.4
21.7
42.2
Govt service
18
21.4
21.7
63.9
business
13
15.5
15.7
79.5
other
17
20.2
20.5
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
76
Income: Income can be misrepresented or falsifying for various reason but fortunately it won’t
affect our research purpose. Less than 10,000 income level are all students who are involve in
private teaching or part time jobs. Govt sector comes the next income group. Private sector
service providers and Business man are included in maximum earning range.
Statistics
Income
N
Valid
Missing
83
1
Income
Cumulative
Frequency
Valid
Missing
Total
less- 10,000
Percent
Valid Percent
Percent
18
21.4
21.7
21.7
11,00- 30,000
9
10.7
10.8
32.5
31,000- 50,000
19
22.6
22.9
55.4
50,000- 99,000
20
23.8
24.1
79.5
100,000- above
17
20.2
20.5
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
77
6.1
How Robi embed CSR perspectives:
Familiaity with Robi CSR:The statistics shows that, most of the responds are mostly
familiar with Robi’s English In School Initiatives. As because it contains a whole page of Daily
star. Next higest popularity seeker project is Robi’r Alo. Robi has done something such huge that
even Bangladeshi govt failed to provide electricity in such rural remote regions. Water plant is
not so much well known among the mass public and the reason might be its totally a new project
with time being people will come to know.
High_Familiarity
78
N
Valid
Missing
83
1
High_Familiarity
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
Robi Health Camp
6
7.1
7.2
7.2
English in school
23
27.4
27.7
34.9
Water plant
18
21.4
21.7
56.6
Robir Alo
19
22.6
22.9
79.5
Robi Computer Corner
17
20.2
20.5
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
79
Source of familiarity: The highest percentage grab by newspaper in terms if as source to reach
mass people with Robi’s innovative and beneficial CSR initiatives. Robi never did any type of
commercial tv advertisement with its CSR projects that’s why TV advertisement is the least
source of Familiarity. Visiting the CSR sites or Getting benefitted are on average number.
Statistics
Source_familiarity
N
Valid
Missing
83
1
80
Source_familiarity
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
Newspaper
33
39.3
39.8
39.8
Tv advertise
6
7.1
7.2
47.0
visiting site
16
19.0
19.3
66.3
getting benefitted
15
17.9
18.1
84.3
posters
13
15.5
15.7
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
81
Awareness towards Rivals CSR: Here the statistics showing that the way mass people are
familiar with Robi’s different CSR initiatives in such way they are also acknowledged about
other Rivals CSr initiatives. That’s why 58% says yes. This is because of high media coverage
by the corporate in innogration of the CSR projects. And now a days the knowledge og mass
people about the corporate activities have also increased due to the blessing of internet.
Statistics
Awareness_Rivals_CSR
N
Valid
Missing
83
1
Awareness_Rivals_CSR
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
yes
49
58.3
59.0
59.0
No
34
40.5
41.0
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
82
Which Rival has highest mass awareness level: The survey analysis is the evidence that Gp
has successfully created high attention of their CSR initiatives, both of mass people as well as
media. The second position is occupied by Banglalink with their average number of CSR activity
and airtel has no CSR initiatives at all.
Statistics
Which_rival
N
Valid
Missing
83
1
Which_rival
Cumulative
Frequency
Valid
GP
42
Percent
50.0
Valid Percent
50.6
Percent
50.6
83
Banglalink
16
19.0
19.3
69.9
4
4.8
4.8
74.7
citycell
21
25.0
25.3
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
Airtel
Missing
System
Total
Mass motivation towards CSR of Robi: The survey result shows that consumers motivational
level cannot be clearly described as the data implys that 38% are highly motivated, 41% are
moderately motivated ad 19% are not motivated at all. No percentage is above 50% . But yet
most people are to some extend motivated. Range of less motivated group is very low which is a
satisfactory result for Robi progress report.
Statistics
84
Motivation
N
Valid
Missing
83
1
Motivation
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
High
32
38.1
38.6
38.6
Midium
35
41.7
42.2
80.7
Low
16
19.0
19.3
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
85
Contribution in Socio Economic Development: The survey statistics is indicating a confusing
result where either or decision making will be difficult from such public opinion. Maximum said
that to some extend Robi has successfully contributed in socio economic development. 19%
stated that high contribution has made. On the other hand20% is not so sure about the whole
scenario of development. Rest percentage indicating that Robi yet to be in the race of overall
development.
Statistics
Socio_Economi_Development
N
Valid
Missing
83
1
Socio_Economi_Development
Cumulative
Frequency
Valid
Percent
16
19.0
19.3
19.3
to some extent
28
33.3
33.7
53.0
Neutral
17
20.2
20.5
73.5
not that much
14
16.7
16.9
90.4
8
9.5
9.6
100.0
83
98.8
100.0
1
1.2
84
100.0
Total
Total
Valid Percent
yes very much
Not at all
Missing
Percent
System
86
Improvement sector: Though public opinion declaring that Robi need more initiatives to
improve the overall socio economic conditions but in terms of specific segment Robis
contribution towards literacy increment and public health sector in Bangladesh is supported by a
huge number of respondents. 36% is voted for public health sector and 35% voted for mass
literacy segment.
Statistics
Improvement_sector
N
Valid
83
87
Statistics
Improvement_sector
N
Valid
Missing
83
1
Improvement_sector
Cumulative
Frequency
Valid
Total
Valid Percent
Percent
public health
31
36.9
37.3
37.3
mass literacy
30
35.7
36.1
73.5
improving standard of life
13
15.5
15.7
89.2
technological improvement
9
10.7
10.8
100.0
83
98.8
100.0
1
1.2
84
100.0
Total
Missing
Percent
System
88
Mass Satisfaction towards Robi’s CSR: Mass people are satisfied to some extend to Robi’s
CSr initiatives 32% said so. And 21% said they are very much satisfied towards Robi’s CSr
initiatives. Still it’s a good result because 69% opinion is in satisfactory side.
Statistics
Mass_Satisfaction
N
Valid
Missing
83
1
Mass_Satisfaction
89
Cumulative
Frequency
Valid
Percent
18
21.4
21.7
21.7
Somewhat satisfied
32
38.1
38.6
60.2
Neutral
14
16.7
16.9
77.1
somewhat dissatisfied
17
20.2
20.5
97.6
2
2.4
2.4
100.0
83
98.8
100.0
1
1.2
84
100.0
Total
Total
Valid Percent
Very satisfied
Very Dissatisfied
Missing
Percent
System
Expectations From Robi: People have high expectations from Robi for further CSR initoiatives.
As because Robi is the Multinational giant in the country. Comparing to other big MNC’s Robi
is ahead with highest number of CSR activities.
90
Statistics
Expectation_from_Robi
N
Valid
Missing
83
1
Expectation_from_Robi
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
High
31
36.9
37.3
37.3
Moderate
35
41.7
42.2
79.5
Low
17
20.2
20.5
100.0
Total
83
98.8
100.0
1
1.2
84
100.0
System
91
Benefit by English in school: 65% opinion is in the range of strongly agree to agree. So it can
be conclude that English in School is the most popular and highest beneficiary for the
educational development of the country.
Statistics
Benefit_Englishinschool
N
Valid
Missing
83
1
Benefit_Englishinschool
Cumulative
Frequency
Percent
Valid Percent
Percent
92
Valid
Strongly Agree
32
38.1
38.6
38.6
Agree
27
32.1
32.5
71.1
Neutral
13
15.5
15.7
86.7
Disagree
6
7.1
7.2
94.0
Strongly disagree
5
6.0
6.0
100.0
83
98.8
100.0
1
1.2
84
100.0
Total
Missing
Total
System
93
Benefit Robi’r Alo: According to the mass opinion Robir Alo is not as beneficiary as English in
School But still maximum people agree that yes Robir alo successfully reached the deprived
peoples door with its light and enlightened thousand peoples life.
Statistics
Benefit_Robir_Alo
N
Valid
Missing
83
1
Benefit_Robir_Alo
Cumulative
Frequency
Valid
Strongly Agree
Percent
10.7
10.8
10.8
Agree
23
27.4
27.7
38.6
Neutral
27
32.1
32.5
71.1
Disagree
15
17.9
18.1
89.2
9
10.7
10.8
100.0
83
98.8
100.0
1
1.2
84
100.0
Total
Total
Valid Percent
9
Strongly Disagree
Missing
Percent
System
94
Benefit Water Plant: It is quite undefiened that why people think that pure drinking water is not
such helpful. 31% disagreed. 21% are not so sure. The reason might be people are till now use to
with the other source of water. Or it was not a serious health issue of society in people’s
perception.
Statistics
Benefit_Water_Plant
N
Valid
Missing
78
6
Benefit_Water_Plant
Cumulative
Frequency
Percent
Valid Percent
Percent
95
Valid
Strongly agree
5
6.0
6.4
6.4
Agree
21
25.0
26.9
33.3
Neutral
18
21.4
23.1
56.4
Disagree
26
31.0
33.3
89.7
8
9.5
10.3
100.0
78
92.9
100.0
6
7.1
84
100.0
Strongly disagree
Total
Missing
Total
System
Benefit Compute Corner: Here again the result is undefined because comparing to other CSR
initiatives people are not so sure about the benefit possibility of rural students through IT
literacy.
96
Statistics
Benefit_Computer_Corner
N
Valid
70
Missing
14
Benefit_Computer_Corner
Cumulative
Frequency
Valid
Missing
Total
Percent
Valid Percent
Percent
Strongly Agree
13
15.5
18.6
18.6
Agree
20
23.8
28.6
47.1
Neutral
27
32.1
38.6
85.7
Disagree
5
6.0
7.1
92.9
Strongly Disagree
5
6.0
7.1
100.0
Total
70
83.3
100.0
System
14
16.7
84
100.0
97
Benefit of Clubfeet treatment: the result is very much crystal clear that through clubfeet
treatment peoples life can be changed. A new hope or a normal life is given by Robi for free of
charges through this innovative initiative. 46% agreed and 16% strongly agreed.
Statistics
Benefit_Clubfeet_Treatment
N
Valid
70
Missing
14
Benefit_Clubfeet_Treatment
Cumulative
Frequency
Valid
Stongly agree
14
Percent
16.7
Valid Percent
20.0
Percent
20.0
98
Missing
Agree
39
46.4
55.7
75.7
Neutral
9
10.7
12.9
88.6
Disagree
5
6.0
7.1
95.7
Strongly disagree
3
3.6
4.3
100.0
Total
70
83.3
100.0
System
14
16.7
84
100.0
Total
Null Hypothesis: English in school is the least popular project among all.
ANOVA
English in school_least_popular
99
Sum of
Squares
Df
Mean Square
Between Groups
42.112
4
10.528
Within Groups
77.245
51
1.515
119.357
55
Total
F
6.951
Sig.
.000
According to table value
DF= there are 4 predictors. So. K-1= 4-1= 3
(C-1)/(Cn-C) = (5-1)/(5*56-5)=4/275 = 0.01454
Critical value=6.951>0.01454 Calculated value.
Significance level =.000<.05 = Highly significant.
Reject null hypothesis.
English in School is the most popular project among all.
100
Null Hypothesis: Robi has rated high in socio- economic
development.
ANOVA
Improvement_sector
Sum of Squares
Between Groups
df
Mean Square
8.102
4
2.025
Within Groups
71.898
78
.922
Total
80.000
82
F
Sig.
2.197
.077
Significant level is .077>.05
Least significant
Reject null hypothesis
Robi need more CSR initiatives for overall socioeconomic development.
101
Null Hypothesis: Tv advertisement is the main source of
familiarity for mass people.
Null hypothesis: Robi significantly contributed in increasing literacy rate in Bangladesh.
One-Sample Test
Test Value = 0
95% Confidence Interval of
the Difference
t
Sig. (2tailed)
df
Mean
Difference
Lower
Upper
Improving_sector
19.667
55
.0630
3.16071
2.8386
3.4828
Benefit_EIS
16.806
55
.080
2.98214
2.6265
3.3378
With 95% confidence level the assumption significance is =.063>.05
Do not reject null hypothesis.
Robi significantly contributed in increasing literacy rate in Bangladesh
102
103
Regression
Null hypothesis: Robi’s brand awareness is consistently low after taking CSR initiatives.
Model Summary
Model
R
1
.039a
R Square
.02
Adjusted R
Square
Std. Error of the Estimate
-.017
1.13336
a. Predictors: (Constant), Eligibility_for_applying_loan
R=.039 not so close to 1.
R square= 20% less valid
Adjusted R square= -.017< R square .02
Reject null hypothesi
Robi’s Brand awareness significantly increased after CSR inirtiatives.
Coefficientsa
Unstandardized
Coefficients
Model
1
B
(Constant)
Brand_Familiarity
Standardized
Coefficients
Std. Error
2.707
.421
.063
.223
Beta
t
.039
Sig.
6.426
.000
.284
.778
104
Coefficientsa
Unstandardized
Coefficients
Model
1
B
(Constant)
Standardized
Coefficients
Std. Error
2.707
.421
.063
.223
Brand_Familiarity
Beta
t
.039
Sig.
6.426
.000
.284
.778
a. Dependent Variable: Loan_amount_get
Alpha .01 DF= n-k = 56-3= 53
T= calculated value 6.426>2.68 critical value.
Reject null hypothesis.
Robi has successfully increased brand awareness through CSR initiatives
Null hypothesis: Consumers are highly satisfied with Robis CSR initiatives
Mass_Satisfaction *_Robi_CSR Crosstabulation
Count
_Robi_CSR
yes
No
Total
105
Mass_Satisfaction
Very satisfied
37
10
18
Somewhat satisfied
17
5
32
5
5
14
11
6
17
2
0
2
57
26
83
Neutral
somewhat dissatisfied
Very Dissatisfied
Total
Chi-Square Tests
Value
Asymp. Sig.
(2-sided)
df
Pearson Chi-Square
6.743a
4
.150
Likelihood Ratio
7.294
4
.121
Linear-by-Linear
Association
.593
1
.441
N of Valid Cases
56
a. 6 cells (60.0%) have expected count less than 5. The
minimum expected count is .86.
According to table value
Df-(R-1)(C-1)=(3-1)(5-1)=2*4=8
alpha-.05 critical value is =15.507 > 6.743 = calculated value. Significance level = .15 >.05
So Do not reject null hypothesis.
106
Consumers are highly satisfied with Robis CSR initiatives
Null hypothesis: TV advertisement is the main source of mass peoples knowledge about CSR
initiatives
Model Summary
Model
R
1
.154a
R Square
.024
Adjusted R
Square
.005
Std. Error of
the Estimate
1.16026
a. Predictors: (Constant), Feature_Motivated
R= .15 notclose to 1.
R square= 24% less valid
Adjusted R square= .005< R square .024
Reject null hypothesis
TV advertisement is not the source from where mass people came to know about Robi’s CSR
initiatives.
107
HIGHLIGHTS OF ANALYSIS
108
7
Highlights of Analysis
Familiaity with Robi CSR:The statistics shows that, most of the responds are mostly
familiar with Robi’s English In School Initiatives. As because it contains a whole page of Daily
star. Next higest popularity seeker project is Robi’r Alo. Robi has done something such huge that
even Bangladeshi govt failed to provide electricity in such rural remote regions. Water plant is
not so much well known among the mass public and the reason might be its totally a new project
with time being people will come to know.
Source of familiarity: The highest percentage grab by newspaper in terms if as source to reach
mass people with Robi’s innovative and beneficial CSR initiatives. Robi never did any type of
commercial tv advertisement with its CSR projects that’s why TV advertisement is the least
source of Familiarity. Visiting the CSR sites or Getting benefitted are on average number.
Mass motivation towards CSR of Robi: The survey result shows that consumers motivational
level cannot be clearly described as the data implys that 38% are highly motivated, 41% are
moderately motivated ad 19% are not motivated at all. No percentage is above 50% . But yet
most people are to some extend motivated. Range of less motivated group is very low which is a
satisfactory result for Robi progress report.
109
Contribution in Socio Economic Development: The survey statistics is indicating a confusing
result where either or decision making will be difficult from such public opinion. Maximum said
that to some extend Robi has successfully contributed in socio economic development. 19%
stated that high contribution has made. On the other hand20% is not so sure about the whole
scenario of development. Rest percentage indicating that Robi yet to be in the race of overall
development
Improvement sector: Though public opinion declaring that Robi need more initiatives to
improve the overall socio economic conditions but in terms of specific segment Robis
contribution towards literacy increment and public health sector in Bangladesh is supported by a
huge number of respondents. 36% is voted for public health sector and 35% voted for mass
literacy segment.
Mass Satisfaction towards Robi’s CSR: Mass people are satisfied to some extend to Robi’s
CSr initiatives 32% said so. And 21% said they are very much satisfied towards Robi’s CSr
initiatives. Still it’s a good result because 69% opinion is in satisfactory side.
Expectations From Robi: People have high expectations from Robi for further CSR initoiatives.
As because Robi is the Multinational giant in the country. Comparing to other big MNC’s Robi
is ahead with highest number of CSR activities.
Benefit by English in school: 65% opinion is in the range of strongly agree to agree. So it can
be conclude that English in School is the most popular and highest beneficiary for the
educational development of the country.
110
7. 1 Hypothesis testing:

Null Hypothesis: English in school is the least popular project among all.
ANOVA
Reject null hypothesis.
English in School is the most popular project among all.
English in School published in Daily newspaper & it has achieved a huge popularity across the
country. Moreover it has successfully created mass English literacy at the remote rejoins of the
country.

Null Hypothesis: Robi has rated high in socio- economic development.
ANOVA
Reject null hypothesis
Robi need more CSR initiatives for overall socio-economic development.
Overall socio economic development cannot be possible through any single company.
Government, citizens and other private and public company’s mutual cooperation is needed for
this. But a significant portion is contributed by Robi.

Null hypothesis: Robi significantly contributed in increasing literacy rate in Bangladesh.
111
One Sample T Test
Do not reject null hypothesis.
Robi significantly contributed in increasing literacy rate in Bangladesh. As it was proved by
previous analysis that English in School is the most popular project so ultimately Robi has a
important role in removing illiteracy rate in Bangladesh.

Null hypothesis: Robi’s brand awareness is consistently low after taking CSR
initiatives.
Regression
Reject null hypothesis
Robi’s Brand awareness significantly increased after CSR inirtiatives.

Null hypothesis: Consumers are highly satisfied with Robis CSR initiatives
Chi-Square & Cross Tabulation
Do not reject null hypothesis.
Consumers are highly satisfied with Robis CSR initiatives
112
CONCLUSION
113
8.
Conclusion
Social responsibility is an ethical or ideological theory that an entity whether it is a government,
corporation, organization or individual has a responsibility to society. This responsibility can be
"negative", meaning there is a responsibility to refrain from acting (resistance stance) or it can be
"positive," meaning there is a responsibility to act (proactive stance).There is a large inequality
in the means and roles of different entities to fulfill their claimed responsibility
Even though Robi are taking serious efforts for the sustained development, some critics still are
questioning the concept of CSR. Based on my research. 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 bindings which customers are
mentioned in my report Robi can reach the root level of the whole Bangladesh. There are people
who claim that Corporate Social Responsibility underlies some hidden motives while others
consider it as a myth. Is CSR really a stalking horse for an anti-corporate agenda? The reality is
that CSR is not a tactic for brand building. Indulging into activities that help society in one way
or the other only adds to the goodwill of a company.
Rural people can become a viable market for the corporate with a developmental approach of
social marketing. Organizations can launch social responsibility initiatives in order to build
114
brands in the rural areas. The social responsibility initiatives are far more effective in building
brands in rural market than the commercial advertisements.
This study has attempted to describe the awareness level of the Corporate Social
Responsibility activities of Robi. Major parts of the respondents are quite conscious about
the CSR activities of Robi. As Bangladesh is still in the developing country, People are
facing different sorts of basic needs problem. This is might be a good gap in terms of CSR
mileage. General people don’t have enough choice. So if Robi cannot create positive image
among the general people then they will lose its existing and potential customer as well as
the market share.
The mission of Robi is to provide total customer satisfaction and help to make a digital
Bangladesh. It is high time for Robi to satisfy and retain its existing customers. So the top
management has to redefine their existing strategies regarding Corporate Social
Responsibility and apply the new strategy properly.
115
BIBILOGRAPHY
116
9.
Bibliography

www.robi.com.bd

www.axaiata.com

www.google.com

www.wikipedia.com

www.businessdictionary.com

www.thedailystar.com

www.newage.com

K. Malhotra, Naresh; Marketing Research: An applied orientation; 7th edition, 2007; Pearson
Education.

Kotler, Philip; Principle of Marketing; 2008; McGraw-Hill. USA

Brief Profile on Telecommunication in Bangladesh, Tanvir Chowdhury on Dec 1st , 2000,
Global Amitech ( NFB ),Web : http://www.bangladesh-web.com/news

Bhattacharya, C.B., Sankar Sen and Daniel Korschun (2008), "Using Corporate Social Responsibility
to Win the War for Talent," MIT Sloan Management Review, 49 (2), 37-44
117

Friedman, Milton (1970-09-13). "The Social Responsibility of Business is to Increase its Profits". The
New York Times Magazine. http://www.colorado.edu/studentgroups/libertarians/issues/friedman- socresp-business.html. Retrieved 2008-03-07.

Paluszek, John (April 6–7, 2005). "Ethics and Brand Value: Strategic Differentiation" (PowerPoint).
Business and Organizational Ethics Partnership Meeting. Markkula Center for Applied Ethics, Santa
Clara
University.http://www.scu.edu/ethics/practicing/focusareas/business/ethics-and-brand-
value.ppt. Retrieved 2008-03-07.
118