with the Blackberry Smartphone. These plans offer the customer several features which allows the customer connected to the internet and chat by using the Blackberry Messenger, Window Live Messenger and so on. It also enables the customer to view their e-mail and attachment. The second product is the prepaid services. There are two packages under this service which are Xpax and Celcom Blue. Xpax more focus on the teenagers who are between the ages of 12 to 25, while the Celcom Blue focus on the user above age of 25 and offer longer credit validity period. Lastly is the broadband services provided by the Celcom Company which is the No.1 mobile broadband in Malaysia and offer the widest coverage that over 71% Malaysia’s populated area. There are a few plan under this services which is you can either paid daily, weekly or monthly. This services also has the plan with device which is offer the customer a special price for the device if purchase their broadband services. The brand identity of the Celcom broadband is "you’ll have nothing but peace of mind from the moment you sign up". Celcom broadband offer you the widest coverage, affordable price and a dedicated customer services. However, the brand identity for Celcom Biz Intelligent is “Maximize the reach of your business with Celcom, Malaysia’s leading mobile network service provider with the widest nationwide coverage”. Celcom Biz Intelligent is to fulfill needs and wants of businesses in today’s demanding landscape, such as workforce mobility and connectivity, cost effective solutions, and intelligent operation and management systems. Meanwhile, the identity for the Celcom Exec postpaid is “Celcom Exec postpaid plan will prove to be absolutely everything you need and more”. This package provides the customer low rates and bigger discounts designed to simplify and ease the customer mobile lifestyle. 6
BMMK5103 The brand identity for the Celcom Blue is “It is loaded with indescribable rates, bonuses and reward”. Celcom Blue provide the customer lowest rate to all networks. Lastly, the brand identity for the Xpax is “Got X, Got it All”. Xpax is a prepaid plan which allows you to enjoy the best rates, best bonuses and best mobile broadband and download in town. In order to build strong brand identity, Celcom has adapted the major brand strategy decisions which are the brand development and brand sponsorship. First, is the brand development. The brand development strategies used by Celcom is the line extension. Celcom has added new packages under prepaid services category to attract more customers. Example, Celcom has launched packages such as “School of X” and “University of X” that pack with different features under the same product category, with the existing brand name, which is Xpax prepaid services in order to satisfy customer come from different age group.
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- Spring '16
- Marketing, Celcom