41288588-celcom.docx - 1.0 Executive Summary Celcom was invested in 2008 with 100 shareholders and one of the market leaders of mobile communication

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

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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. 1
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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.
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