their position as the market leader in the Malaysian market like niche marketing, business
package development, intercontinental and international service expansion.
2.3.9 FUTURE COMPETITIVE MEASURES
In other to maintain their current market position celcom has developed competitive measures
to fight off their rivals both at the present and =n the future, this ranges from delighting their
customers with their numerous service features, developing greater customer relationship
strategy, implementing more societal marketing schemes and supporting the government.
(Celcom official Website, 2009)
2.4 PRODUCT OFFERING
Celcom provides varieties of products and service to their customer, which is why they are
presently the best in Malaysia. But we intent to launch a few product (U-verse), that lets
customers, pay their bills through phone, took online flight tickets and hotel reservations.
U-verse: this is a popular product offered by AT&T in the United States. The products allow
customers to pay their bill. Following our counter parts, in developing a cutting edge
technology, we enhanced the U-verse service into paying bills, booking flight tickets and
making hotel reservation. A service designed for both travellers and the market in general.
This would be the first of its kind in South East Asia, and it would go long to way to
convince celcom customers about the company's commitments towards providing the best
service to keep them delighted and in developing the country into a globally connected nation
with the best telecommunications service.
2.5 DISTRIBUTION
With over five thousand trade channels in Malaysia, the distribution of the service won't be
difficult. The service (U-verse) is designed in a way that it can be automatically activated
once a customer purchases a SIM CARD, by =licking *128#, then U-verse and following the
instructions, or by going to any celcom dealer near him for activation. The distribution
channel is designed in a way that it is so efficient for customers and increases potential sales
for the company. Celcom dealers can be found in over 90 per cent of Shopping =alls,
Colleges, Universities, Recreation Centres and Mega Stores across Malaysia, making it easy
for the customers to reach.
3.0 MARKETING STRATEGY
3.1 OBJECTIVES
Celcom I in the business of keep people connected to together and helping companies to
market their goods and services as well as keeping them =lose to their customers. Besides
formulating a market-orientated and customer-focused mission statement, celcom has
established and objective to achieve cumulative growth in the next five years with a 50 per
cent net profit for the newly launched U-verse.
To accomplish these objectives, celcom has developed a benchmark for =rogress in three
different categories. Firstly, through using a market =enetration pricing, the service will be
brought to the customers at affordable and reasonable prices. Secondly, By gaining a better
understanding of the =eed and satisfaction of the current customers, they will improve the
service to encourage re-orders. Finally, the service is to be able to utilize it's =urrent
