To get a nationwide coverage, we will use broadcast advertisingsuch as TV, radio, and Internet. Since we know that by using TV, radio, andInternet the expenditure per target audience is affordable and alsoattractive and effective to get the market attention, so we decide to usebroadcast advertising as our primary promotion media. We use broadcastadvertising to inform and persuade people to have preference and likingto our product. As a help to inform people about our product, we will useprint ads, such as fliers, posters, and we will put the ads in newspapersand magazines. In order to get people’s awareness, we will go to selectedcampuses in Malaysia to promote our new product. Here, we will give free8
sample of Celcom Ace for limited quantity. Celcom also will use spoke-person and group references to promote the benefits of using Celcom Ace.6.6Marketing researchAs a leader in the market, Celcom understand the essential ofmarket research in order to serve their consumer better. The marketresearch will identify the needs and behavior of the target market. Celcomalso conduct focus group and survey, to analyze the customer’s attitudetowards competitors’ products. The focus group was conducted to gainreflection of the satisfaction level towards Celcom Ace; and how thefeatures benefits are being use by the group. This research will give thefeedback of the product success rate to be launched and accepted by theirpotential target market. 6.7Marketing organizationCelcom’s Chief Marketing Officer is Mr. Chee Pok Jin, and Head ofMarketing Senior Vice President is Mr. Zalman Aefendy Zainal Abidin.While there will be other regional sales and marketing managers for eachbranch.7.0Action programThe Celcom Ace will be launched in December 2009. There are some ofthe implementation programs to achieve the company objectives. NovemberWe will start to do road show and campaign to create awareness and educate thedealers about the product benefits. It will be held in public places as SunwayPyramid, Bukit Bintang Junction, and Cinneleisure to get the target marketattention since these is a crowded place and most young people are hang out inthese places. We will use spoke-person and opinion leader to promote CelcomAce on the road show.9
DecemberThe advertisement will begin in the first week since it is a holiday and it will easyto get attention of the target market. The chance of having a crowded promotionevents and print ad being notice also high because by this time there will be a lotof promotion and high buying power among the target market. This willencourage the target market to purchase Celcom Ace on due to previouspromotion and reference from the opinion leader that been used in November.JanuaryTo gain more new customer; Celcom will open one week booth in selectedcampuses to promote Celcom Ace to those unreached target market on previousmonth due to some circumstances, such as foreign student went back to theirhome countries on holidays season. This month they will give a free keychain andCelcom pens for limited period.