Customer also can sign up Celcom Broadband with 12 months contract to enjoy discount with any of the devices such as Mini Router, HP G42 Notebook, or HP Mini 110 Netbook. Those promotions make the customer feel worthy enough to sign up Celcom Broadband and they will take the initiative to sign up the Celcom broadband packages. 24
BMMK5103 Through educating consumers on product improvement and creating awareness to non-consumers, advertisement and sales promotion would be used to introduce the new service to the Malaysian market . (Celcom Official Website, 2009) 7.0 Implementation, Evaluation and Control 7.1 Implementation Activities, responsibilities and time for completion: all implementation are designed to create customer awareness and boost sales and are to begin along with the New Year on January 1, 2017. a) On January 1, create sales manager position along with marketing and advertising director. The marketing director will serve as a project leader for a new business analysis team, while the advertising director will take full charge of advertisement b) By January 18, the business analysis team will review all recommendations from the project managers. c) By January 20, develop a marketing information system to monitor client reorder patterns and consumer satisfaction. The managers are responsible. d) By February 2, develop a plan for one year product offering along with potential customer. The business analysis team is responsible. e) By February 5, finalize customer satisfaction for current customers. f) By February 10, implement a new product offering advertisement and sample to potential customers. The business analysis team is responsible. g) By February 15, analyses and report the result of all customer satisfaction survey and evaluate new product offering. The market director is responsible. h) Re-establish the objectives of the business analysis team for the New Year. The directors are responsible. 25
BMMK5103 7.2 Evaluation and Control The following performance standards and financials are suggested. a) The total budget for launching the new product, research, and customer’s survey will be equal to 80 percent of the annual promotional budget for the product introduction year. b) Each team is responsible for reporting all financial expenditures, including personnel salaries and direct expenses, for their segment of the project. A standardized reporting form will be developed and provided by the marketing director. c) The marketing director is responsible for adherence to the project budget and will report overages to the company president on a weekly basis. The marketing director also is responsible for any redirection of budget dollars, as required for each project of the business analysis team. d) The new product offering would be evaluated on quarterly bases to determine its profitability. Product development expenses will be distributed over a two year period, and will be compared with gross income generated during the same time period.
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- Spring '16
- Marketing, Celcom