In the product support services part, Celcom broadband has provided some extra services to delight their customer. Examples, Celcom broadband provide services such as “Celcom’s Money-back Guarantee” to their customer. Customer may take back their money within 7 days after they have subscribed the broadband due to dissatisfaction toward their services or poor coverage in their living area. Pricing Celcom is in the oligopolistic competition market. This is because there are only a few companies involved in the mobile telecommunication industry which is Maxis, Digi and U- mobile. Due to there is an intense competition among the companies, customers are sensitive to the company’s product price. Customer tends to purchase product from company which offer lower price since all the company within the mobile telecommunication industry offering the same product function. The pricing strategy used by Celcom broadband is the market penetration strategies. Broadband with low price and good quality are offered by Celcom to the market. Few years ago, Celcom launched its new Broadband packages that start from as low as RM48 per month, as compared with RM68 per month previously. During the promotional period, all new signups for Celcom Broadband packages will be offered a RM10 discount, bringing the price even lower to RM38, for the first three months. The Entry Package also comes with free USB modem, offering volume of 1GB at 384Kbps. By using this strategy, Celcom can attract a large number of buyers quickly and win a large market share. While in the pricing mix strategy, Celcom has adapted product line pricing strategies. Celcom set their different broadband packages in different price. For example, Celcom Broadband Lite package is RM48 per month, Celcom Broadband Basic package is RM 68 month and the Celcom Broadband Advance is RM98 per month. Each broadband packages also pack with different features and suitable for different categories of customer. Examples, Celcom Broadband Lite suitable for those light users. While, Celcom Broadband Basic suitable for normal usage user and the Celcom Broadband Advance is suitable for those heavy users. 7
Moreover, Celcom also apply the promotional pricing strategies in their business. In order to increase their short run sales, Celcom will temporarily reduce their product price for a certain period. For example, Celcom recently has reduced their broadband volume purchase price. In the past, customer need to pay RM50 in order to purchase 5GB of volume quota but now they only have to pay RM38.88 to purchase it. Promotion Mix The promotion mix is a specific combination of promotional methods, used to bring about exchanges by informing, educating, persuading and reminding the targeted market with a company’s products and services. The promotion mix is using several different types of communication to support marketing goals which include advertising, personal selling, publicity, public relations, direct mail, sponsorship and sales promotions. Celcom promotes their business through promotional mix which is advertising, Internet marketing, sales promotion and public relation, in order to generate more profits.
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- Spring '18
- Brand, Celcom, celcom axiata berhad, Celcom broadband