Through careful and in-dept. research in the characteristics if the
Malaysian market, Celcom has created distinctive target markets for its
products through creating a strategic marketing mix that just not makes
the product available, but also affordable, convenient and unique at a
consistent and flexible level. This is geared towards improving new and
existing products as well as profit to the company.
FINANCIAL STRATEGY
CONTROL AND PERFORMANCES STANDARDS
The following performance standards and financials are
suggested.
•
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.
•
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.
•
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.
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•
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.
CONTROLS STRATEGY
IMPLEMENTATION SCHEDULE
Activities, responsibilities and time for completion: all
implementation are
designed
to
create
customer
awareness and boost sales
MARKET ORGANIZATION
Because
the
new
product
requires
extensive
commercialization to match customers need, it is necessary to
organize the marketing function by customer groups. This
will give Celcom the opportunity to focus its effort on
the need and specifications
of each target market. Celcom
marketing efforts will be organized around the following
marketing 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 report
to the marketing director. Each group will have full decision
making authority and responsible for marketing the
new
product to the target customers within the segment. These
changes in marketing organization, enables Celcom to be
more creative and flexible in meeting customers’ need, reduce
highly centralized management hierarchy and finally, give
better opportunities to monitor the activities of competitors.
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PRODUCT
PRODUCT
i-
The level of product
Figure 1 : Level Of Product
Level I: Core Product
Level 1 is the most basic level and simply looks at what people set out to
buy and what benefits the producer would like their product to offer
buyers. So prior to designing any product designers should list the core
benefits the product needs to provide. In Telco industry, customers always
