100%(13)13 out of 13 people found this document helpful
This preview shows page 47 - 50 out of 60 pages.
• Direct consumer market of hand phone user.For example, this service can be utilized in our day to day life,like paying bills and checking account balance, making iteasier for our families by just pressing a button instead ofhaving to go to the company or bank to pay our bills.46
Celcom has since its establishment, positioned itself as the number oneMalaysian network in the Malaysia market. This they have done byproviding efficient network connectivity and linking of individuals together.Today Celcom stands in the heart of every Malaysia as thetelecommunication service provider that offers a “more for more”customer satisfaction, by providing the customers with products to keepthem satisfied above their competitors and charging them more moneyfor the quality they yield in the products. It has made our work so easy,that by launching this service as the first in south East Asia, it will go along way towards convincing the present customers that Celcom is trulythe number one Malaysian network persuading the non-customers both inMalaysia, and the neighbouring countries where Celcom is currentlyexpanding to join the leading network. Physiologically, Celcom hasinfluenced the status of their customers, because they are considered tobe financial capable by using Celcom services.By understanding the customer’s needs, Celcom has used its strength tofill the needs of the customers more than any other telecommunicationsservice provider in Malaysia presently. This has given them a competitiveadvantage, boosted enthusiastic sale and increased more customerloyalties. Through careful and in-depth research in the characteristics ifthe Malaysian market, Celcom has created distinctive target markets forits products through creating a strategic marketing mix that just notmakes the product available, but also affordable, convenient and uniqueat a consistent and flexible level. This is geared towards improving newand existing products as well as profit to the company.Celcom has developed an intangible attribute to the new products, toconsistently meet or exceed customer’s expectation, enhance speedyresponse to customers demand and attribute anticipate new customerneeds. This will be achieved through investing in research for consumerbuying behaviour and product development.47
With high availability of internets across the Malaysian globes, a pricepenetration strategy is advisable to enhance customer’s usage, andintroducing the service. On the other hand, they would use thatopportunity to increase price on improved products. Celcom should alsobe sensitive to the price elasticity of its product and overallconsumer demand.Through gaining retailers cooperation and distribution channels acrossMalaysia, it would be easy for the service to reach the target market. TheSIM PACK is light weight and would be easy to transport huge number ofthe product with the service in it across Malaysian market.