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
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- Fall '19
- Marketing, Celcom