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Through careful and in-dept. research in the characteristics if theMalaysian market, Celcom has created distinctive target markets for itsproducts through creating a strategic marketing mix that just not makesthe product available, but also affordable, convenient and unique at aconsistent and flexible level. This is geared towards improving new andexisting products as well as profit to the company.FINANCIAL STRATEGY CONTROL AND PERFORMANCES STANDARDSThe following performance standards and financials aresuggested.•The total budget for launching the new product, research,and customer’s survey will be equal to 80 percent of theannual promotional budget for the product introductionyear.•Each team is responsible for reporting all financialexpenditures, including personnel salaries and directexpenses, for their segment of the project. A standardizedreporting form will be developed and provided by themarketing director.•The marketing director is responsible for adherence to theproject budget and will report overages to the companypresident on a weekly basis. The marketing director alsois responsible for any redirection of budget dollars, asrequired for each project of the business analysis team.14
•The new product offering would be evaluated on quarterlybases to determine its profitability. Product developmentexpenses will be distributed over a two-year period, andwill be compared with gross income generated during thesame time period.CONTROLS STRATEGY IMPLEMENTATION SCHEDULEActivities, responsibilities and time for completion: allimplementation are designedtocreatecustomerawareness and boost salesMARKET ORGANIZATIONBecausethenewproductrequiresextensivecommercialization to match customers need, it is necessary toorganize the marketing function by customer groups. This will give Celcom the opportunity to focus its effort onthe need and specifications of each target market. Celcommarketing efforts will be organized around the followingmarketing groups: a)Manufacturing group, b)Business-to-business group, c)Customer satisfaction group, and d)Customer relationship group. Each group will be headed by a Sales Manger who will reportto the marketing director. Each group will have full decisionmaking authority and responsible for marketing the newproduct to the target customers within the segment. Thesechanges in marketing organization, enables Celcom to bemore creative and flexible in meeting customers’ need, reducehighly centralized management hierarchy and finally, givebetter opportunities to monitor the activities of competitors.15
PRODUCTi-The level of productFigure 1 : Level Of ProductLevel I: Core ProductLevel 1 is the most basic level and simply looks at what people set out tobuy and what benefits the producer would like their product to offerbuyers. So prior to designing any product designers should list the corebenefits the product needs to provide. In Telco industry, customers always