To get a nationwide coverage we will use broadcast advertising such as TV radio

To get a nationwide coverage we will use broadcast

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To get a nationwide coverage, we will use broadcast advertising such as TV, radio, and Internet. Since we know that by using TV, radio, and Internet the expenditure per target audience is affordable and also attractive and effective to get the market attention, so we decide to use broadcast advertising as our primary promotion media. We use broadcast advertising to inform and persuade people to have preference and liking to our product. As a help to inform people about our product, we will use print ads, such as fliers, posters, and we will put the ads in newspapers and magazines. In order to get people’s awareness, we will go to selected campuses in Malaysia to promote our new product. Here, we will give free 8
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sample of Celcom Ace for limited quantity. Celcom also will use spoke- person and group references to promote the benefits of using Celcom Ace. 6.6 Marketing research As a leader in the market, Celcom understand the essential of market research in order to serve their consumer better. The market research will identify the needs and behavior of the target market. Celcom also conduct focus group and survey, to analyze the customer’s attitude towards competitors’ products. The focus group was conducted to gain reflection of the satisfaction level towards Celcom Ace; and how the features benefits are being use by the group. This research will give the feedback of the product success rate to be launched and accepted by their potential target market. 6.7 Marketing organization Celcom’s Chief Marketing Officer is Mr. Chee Pok Jin, and Head of Marketing Senior Vice President is Mr. Zalman Aefendy Zainal Abidin. While there will be other regional sales and marketing managers for each branch. 7.0 Action program The Celcom Ace will be launched in December 2009. There are some of the implementation programs to achieve the company objectives. November We will start to do road show and campaign to create awareness and educate the dealers about the product benefits. It will be held in public places as Sunway Pyramid, Bukit Bintang Junction, and Cinneleisure to get the target market attention since these is a crowded place and most young people are hang out in these places. We will use spoke-person and opinion leader to promote Celcom Ace on the road show. 9
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December The advertisement will begin in the first week since it is a holiday and it will easy to get attention of the target market. The chance of having a crowded promotion events and print ad being notice also high because by this time there will be a lot of promotion and high buying power among the target market. This will encourage the target market to purchase Celcom Ace on due to previous promotion and reference from the opinion leader that been used in November. January To gain more new customer; Celcom will open one week booth in selected campuses to promote Celcom Ace to those unreached target market on previous month due to some circumstances, such as foreign student went back to their home countries on holidays season. This month they will give a free keychain and Celcom pens for limited period.
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