41288588-celcom.docx - 1.0 Executive Summary Celcom was...

1.0 Executive Summary
Celcom was invested in 2008 with 100% shareholders and one of the
market leaders of mobile communication provider in Malaysia. They have the
widest coverage area with 9.2 million users on its network. Its business provides
pre-paid and post-paid mobile service. Celcom Ace targets consumer users as
their market, which has high social life and need to communicate regularly with
their colleagues. Celcom has segmented their target market specifically, which
are Generation Y and Millennial as secondary target market.
In order to gain more market share by 5.4% within 1 year, Celcom are
trying to come up with new innovation of pre-paid card services, which can fulfill
its target market needs and wants. By innovating Celcom Ace with unique
features, such as free SMS, Group Call, and credit transferring Celcom can
compete in the market to reach the marketing objective. Moreover, Celcom Ace
will be distributed in every Celcom branch, Blue Cube outlet, and participating
dealer, such as convenient stores, and cell phone shops. In order to promote
Celcom Ace, Celcom will use broadcast advertising as their primary promotion
media as broadcast ads can reach nationwide coverage.
The market research is conducted to identify the needs and behavior of
the target market. Celcom also conduct focus group and survey, to analyze the
customer’s attitude towards competitors’ products. The focus group was
conducted to gain reflection of the satisfaction level towards Celcom Ace. And
lastly, we predict that the sales revenue of Celcom Ace will reach RM 3 million in
the first year.
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2.0 Introduction
According Axiata; Celcom is one of the market leaders of mobile
communication provider in Malaysia. Based on the data, Celcom has 9.2 million
customers currently. (2008) Since the competition in the industry is getting
tougher, Celcom must overcome this situation by innovating new products and
ideas to serve their customer better than the competitor. Celcom Ace is the latest
product innovation from Celcom to serve the generation y and millennial to
compliment their lifestyles. Celcom Ace offer a low rates to communicate among
them, it also has group feature that allow them to get 60 minutes free call for
each individual to call among their group member. Beside that it also gives free
400 SMS that can be use by the Celcom Ace users.
3.0 Current Marketing Situation
Celcom was invested in 2008 with 100% shareholders and one of the
market leaders of mobile communication provider in Malaysia. They have the
widest coverage area with 9.2 million users on its network. Its business provides
pre-paid and post-paid mobile service. Also, Celcom has achieved substantial
development in mobile broadband, m-commerce, enterprise solution, and bulk
wholesaler service. In order to gain more market share, Celcom keeps maintain
to have the widest network coverage in country by continuing investment in
network area, capacity, and performance of its services.