1.0Executive SummaryCelcom was invested in 2008 with 100% shareholders and one of themarket leaders of mobile communication provider in Malaysia. They have thewidest coverage area with 9.2 million users on its network. Its business providespre-paid and post-paid mobile service. Celcom Ace targets consumer users astheir market, which has high social life and need to communicate regularly withtheir colleagues. Celcom has segmented their target market specifically, whichare Generation Y and Millennial as secondary target market. In order to gain more market share by 5.4% within 1 year, Celcom aretrying to come up with new innovation of pre-paid card services, which can fulfillits target market needs and wants. By innovating Celcom Ace with uniquefeatures, such as free SMS, Group Call, and credit transferring Celcom cancompete in the market to reach the marketing objective. Moreover, Celcom Acewill be distributed in every Celcom branch, Blue Cube outlet, and participatingdealer, such as convenient stores, and cell phone shops. In order to promoteCelcom Ace, Celcom will use broadcast advertising as their primary promotionmedia as broadcast ads can reach nationwide coverage.The market research is conducted to identify the needs and behavior ofthe target market. Celcom also conduct focus group and survey, to analyze thecustomer’s attitude towards competitors’ products. The focus group wasconducted to gain reflection of the satisfaction level towards Celcom Ace. Andlastly, we predict that the sales revenue of Celcom Ace will reach RM 3 million inthe first year. 1
2.0IntroductionAccording Axiata; Celcom is one of the market leaders of mobilecommunication provider in Malaysia. Based on the data, Celcom has 9.2 millioncustomers currently. (2008) Since the competition in the industry is gettingtougher, Celcom must overcome this situation by innovating new products andideas to serve their customer better than the competitor. Celcom Ace is the latestproduct innovation from Celcom to serve the generation y and millennial tocompliment their lifestyles. Celcom Ace offer a low rates to communicate amongthem, it also has group feature that allow them to get 60 minutes free call foreach individual to call among their group member. Beside that it also gives free400 SMS that can be use by the Celcom Ace users.3.0Current Marketing SituationCelcom was invested in 2008 with 100% shareholders and one of themarket leaders of mobile communication provider in Malaysia. They have thewidest coverage area with 9.2 million users on its network. Its business providespre-paid and post-paid mobile service. Also, Celcom has achieved substantialdevelopment in mobile broadband, m-commerce, enterprise solution, and bulkwholesaler service. In order to gain more market share, Celcom keeps maintainto have the widest network coverage in country by continuing investment innetwork area, capacity, and performance of its services.