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
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
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
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.
