eliminated. Moreover, Celcom has their own group or page in some popular social networking site like Facebook, Twitter and Friendster. Moreover, Celcom also used the public relations as one of their advertising strategies. In order to build good relationship, obtaining advantageous publicity and build a good corporate image, Celcom has sponsor for special event such as: There is a campaign that educates the public about the childhood cancer. Other than that, through the support done by Celcom, Customer will found out that Celcom is a company that trustworthy and they will deliberate purchasing products and services from Celcom when they need it. Besides that, Celcom broadband also use public relation to publication regarding management, speculation, and current issue. 37 1) China Press newspaper 2) Star newspaper 3) Berita Harian newspaper Go Mobile Euro 2008 The Blue Ribbon
ii- Strategy used for its marketing intermediaries Marketing intermediaries are also known as middlemen or distribution intermediaries. There are important parts of the product distribution channel. Besides that, Intermediaries are individuals or businesses that make it possible for the product to make it from the manufacturer to the end user, fundamentally facilitating the sales process. According to Business Dictionary, there are four basic types of marketing intermediaries which are: In addition, in order to make strategy for its marketing intermediaries, Celcom has adapted the major brand strategy decisions which are the brand development and the brand sponsorship. Firstly, is a brand development. The brand development strategies used by Celcom is the line extension. Next, Celcom has added new packages under prepaid services category to attract more customers. For instance, Celcom has launched packages such as: Furthermore, there are the packs with different features under the same product group. The existing brand name is X Pax prepaid services. The X Pax prepaid services is to gratify customer originate from different age of group. Moreover, Celcom also used the brand extension strategy. Other than that, Celcom has come out the new services in their new product category. There is the broadband service. It is using the same brand name of “Celcom”. Secondly is a brand sponsorship. The brand sponsorship strategy used by Celcom is the cobranding strategy. Furthermore, Celcom has cooperated with Citibank and they have launched Citibank for Celcom credit card. This credit card is an inventive 39 Agents Wholesalers Retailers. Distributors “School of “University
credit card that gives customer profits such as cash rebate, reward point and airtime rebate. Besides, Celcom also collaborate with AirAsia Bhd. Both the companies has announced the launch of a RM4.99 AirAsia- Celcom prepaid starter pack that can only be accepted at Celcom Service Centre in Kuala Lumpur International Airport (KLIA) and also in all AirAsia in-flight sales. The purpose for Celcom launches the AirAsia- Celcom
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