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Through educating consumers on product improvement and creatingawareness to non-consumers, advertisement and sales promotion wouldbe used to introduce the new service to the Malaysian market.Extensive market research is to be implemented to regulate customer’ssatisfaction, anticipate and understand customer’s new need, and improvethe products to either make the customers delighted or satisfied. Thismarketing research comprises of two types, firstly the internal marketingresearch which would be done by team employed and directed by Celcomand secondly research paid institutions. The result from both researcheswill be compared and analysed by the customer relationship team, to finda new year of maintaining quality customer-company relationship andbrand loyalty.Because the new product requires extensive commercialization to matchcustomers need, it is necessary to organize the marketing function bycustomer groups. This will give Celcom the opportunity to focus its efforton the need and specifications of each target market. Celcom marketingefforts will be organized around the following marketing groups:1] manufacturing group,2] business-to-business group,48
3] customer satisfaction group, and4] customer relationship group.IT group will be headed by a sales manager who will report to themarketing director. Each group will have full decision making authorityand responsible for marketing the new product to the target customerswithin the segment. These changes in marketing organization, enablesCelcom to be more creative and flexible in meeting customer’s need,reduce highly centralized management hierarchy and finally, give betteropportunities to monitor the activities of competitors.49
ii-Advertising, Public relation, Personal selling and Direct MarketingThrough educating consumers on product improvement and creatingawareness to non-consumers, advertisement and sales promotion wouldbe used to introduce the new service to the Malaysian market. Here’ssome of the example of sales promotion.1)Get the Galaxy Note7 with the most talked about plans in MalaysiaFigure 16 : Celcom Galaxy Note PlanThe Samsung Galaxy Note7 one of the most people talked about plan in town. While the GalaxyNote7 will officially go on sale in Malaysia on 19th August, Celcom will allow you to collect itearlier 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 internetwithout breaking thebank plus more data for your weekend.enjoy 10GB of internet for only RM80/month and you also get tocarry forward to up50
2.5GB of unused internet to the following month.domestic calls on FIRST Gold are unlimitedenjoy free and unlimited instant messaging on WhatsApp andWeChat as well as freeaccess to Yonder Music streaming.