BMMK5103 For example, this service can be utilized in our day to day life, like paying bills and checking account balance, making it easier for our families by just pressing a button instead of having to go to the company or bank to pay our bills. 5.3 Positioning Celcom has since its establishment, positioned itself as the number one Malaysian network in the Malaysia market. This they have done by providing efficient network connectivity and linking of individuals together. Today celcom stands in the heart of every Malaysia as the telecommunication service provider that offers a “more for more” customer satisfaction, by providing the customers with products to keep them satisfied above their competitors and charging them more money for the quality they yield in the products. By launching this service as the first in south East Asia, it will go a long way towards convincing the present customers that celcom is truly the number one Malaysian network, persuading the non-customers both in Malaysia, and the neighbouring countries where celcom is currently expanding to join the leading network. Physiologically, celcom has influenced the status of their customers, because they are considered to be financial capable by using celcom services. 18
BMMK5103 6.0 Marketing strategies (4P) By understanding the customer’s needs, celcom has used its strength to fill the needs of the customers more than any other telecommunications service provider in Malaysia presently. This has given them a competitive advantage, boosted enthusiastic sale and increased more customer loyalties. Through careful and in-dept research in the characteristics if the Malaysian market, celcom has created distinctive target markets for its products through creating a strategic marketing mix that just not makes the product available, but also affordable, convenient and unique at a consistent and flexible level. This is geared towards improving new and existing products as well as profit to the company. 6.1 Product Product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. The product classification can be divide into three categories which are consumer product, industrial product and other market offering. Celcom broadband is categorized under the unsought goods. Celcom broadband is a new innovation and does not often thought about by the consumer. Therefore, Celcom need to do a lot of marketing and advertising in order to attract more customers to buy their product and introduce their broadband to the market. Celcom put effort in the individual product and services decisions which is the product attributes, branding, packaging, labelling and product support services. First, is the product attributes. Celcom has maintained their broadband quality by provide features such as widest coverage in Malaysia and also fastest speed in surfing internet to their customer.
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- Spring '16
- Marketing, Celcom