Through educating consumers on product improvement and creating awareness to

Through educating consumers on product improvement

This preview shows page 49 - 53 out of 60 pages.

Through educating consumers on product improvement and creating awareness to non-consumers, advertisement and sales promotion would be used to introduce the new service to the Malaysian market. Extensive market research is to be implemented to regulate customer s satisfaction, anticipate and understand customer s new need, and improve the products to either make the customers delighted or satisfied. This marketing research comprises of two types, firstly the internal marketing research which would be done by team employed and directed by Celcom and secondly research paid institutions. The result from both researches will be compared and analysed by the customer relationship team, to find a new year of maintaining quality customer-company relationship and brand loyalty. Because the new product requires extensive commercialization to match customers need, it is necessary to organize the marketing function by customer groups. This will give Celcom the opportunity to focus its effort on the need and specifications of each target market. Celcom marketing efforts will be organized around the following marketing groups: 1] manufacturing group, 2] business-to-business group, 48
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3] customer satisfaction group, and 4] customer relationship group. IT group will be headed by a sales manager who will report to the marketing director. Each group will have full decision making authority and responsible for marketing the new product to the target customers within the segment. These changes in marketing organization, enables Celcom to be more creative and flexible in meeting customer’s need, reduce highly centralized management hierarchy and finally, give better opportunities to monitor the activities of competitors. 49
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ii- Advertising, Public relation, Personal selling and Direct Marketing Through educating consumers on product improvement and creating awareness to non-consumers, advertisement and sales promotion would be used to introduce the new service to the Malaysian market. Here s some of the example of sales promotion. 1) Get the Galaxy Note7 with the most talked about plans in Malaysia Figure 16 : Celcom Galaxy Note Plan The Samsung Galaxy Note7 one of the most people talked about plan in town. While the Galaxy Note7 will officially go on sale in Malaysia on 19th August, Celcom will allow you to collect it earlier on 18th August. On top of that, those that pre-order will get to enjoy the following offers: With FIRST, enjoying the best privileges in town. Indulge in high speed internet without breaking the bank plus more data for your weekend. enjoy 10GB of internet for only RM80/month and you also get to carry forward to up 50
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2.5GB of unused internet to the following month. domestic calls on FIRST Gold are unlimited enjoy free and unlimited instant messaging on WhatsApp and WeChat as well as free access to Yonder Music streaming.
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