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Therefore, from the indirect channel, Celcom has selected retailer channelas their marketing channel. Celcom distributes their broadband throughthe intermediate which is the retailer. The purpose for Celcom using theretailer channels is because the retailer can support them to stimulatetheir products face-to face with the customers. Hence, Celcom retailersells the product and services directly to the customer for individual orcommercial use. The product line of Celcom broadband is confidentialunder specialty growth. Other than that, Celcom broadband is consideredas the narrow product lines with deep assortment. Celcom has set up theirspecialty stores, “Blue Cube”, which is the mobile telecommunicationretailer outlet for Celcom products and solutions in Malaysia. Celcom hasarranged trained and experience sales person in their “Blue Cube” storesto provide professional services to satisfy the customer. Moreover, in the Celcom “Blue Cube” store, they have provided fullservices that related to the Celcom products to the customers. Besides,locations of the store also play a significant role in promoting the Celcombroadband. Celcom usually set up their retailer center at those crowdedplaces such as shopping complex, roads, and streets and so on. As aresult, they can attract more customers to purchase their product.Customers also can find their store easily no matter where the customer isand more suitability for them if they require any inquiry toward theCelcom products and services.Meanwhile, Celcom also stimulating their broadband by set up temporarilystore during the PC fair such as Pikom PC fair. By set up store in the PCfair, Celcom can fascinate more people to purchase their broadband andincrease the short run sales. Furthermore, they are usually will do a lot of36
advertising and lower down the broadband price in order to fascinatemore customers. Therefore, Celcom used advertising method. Next, theadvertising can be defined as engaging your message in any form of paidmedia, such as newspapers, magazines and journals, television, cinema,radio, outdoor advertising such as poster. In the advertisement, Celcom istrying to tell the readers about their specialty, their unique and superiorvalue, the information and show their differences with othertelecommunication company and also persuades the customers to choosetheir products at the same time in the local newspaper such as:Another example is in Golden Screen Cinema, every time before a moviestarts, the advertisement of Celcom will be played and let the audiencesknow about the class of that particular movie. Next, second tool used byCelcom to promote Celcom Broadband is Internet marketing, which alsocalled as I-marketing, web-marketing and online-marketing. Internetmarketing promotes the products or services over the internet. Celcomused the power of internet wisely because they can promote, inform, getattention, and persuade the internet users to use their broadband in acheaper and efficient way, as the expensive printed cost can beeliminated. Moreover, Celcom has their own group or page in some