Celcom has launched several packages to customers which are Celcom Broadband Lite, Celcom Broadband Basic and Celcom Broadband Advance. Besides, Celcom recently also introduced their limited edition USB modem which is the “Fortune Mask” to their customer. Customer can choose their own modem design according to their zodiac sign. Next, is the branding. Celcom has registered their brand name and also the broadband logo. The purpose of doing this is to prevent others from imitating their products and also provide protection for unique product features. Besides, they can also prevent their customer from buying imitate and faulty product. The quality of the products can be maintained so the customers can have the same features and quality each time they buy the product. 19
BMMK5103 Moreover, Celcom also put effort in designing their broadband’s packaging. They have design their broadband in small size, portable and light so that the customer can easily bring the broadband to anywhere they go. Furthermore, the cover of the Celcom broadband are also environmental friendly and recyclable. While, in the labeling part, Celcom broadband’s cover has clearly stated about the broadband serial number, manufacture place, logo and also others information that related to the broadband on the cover of the broadband. This makes the customer have the peace of mind to use their product safely. In the product support services part, Celcom broadband has provided some extra services to delight their customer. Examples, Celcom broadband provide services such as “Celcom’s Money-back Guarantee” to their customer. Customer may take back their money within 7 days after they have subscribed the broadband due to dissatisfaction toward their services or poor coverage in their living area. Celcom has developed an intangible attributes to the new products, to consistently meet or exceed customer’s expectation, enhance speedy response to customers demand and attribute anticipate new customer needs. This will be achieved through investing in research for consumer buying behaviour and product development. (Celcom Official Website, 2009) 6.2 Price Celcom is in the oligopolistic competition market. This is because there are only a few companies involved in the mobile telecommunication industry which is Maxis, Digi and U- mobile. Due to there is an intense competition among the companies, customers are sensitive to the company’s product price. Customer tends to purchase product from company which offer lower price since all the company within the mobile telecommunication industry offering the same product function. The pricing strategy used by Celcom broadband is the market penetration strategies. Broadband with low price and good quality are offered by Celcom to the market. Few years ago, Celcom launched its new Broadband packages that start from as low as RM48 per month, as compared with RM68 per month previously. During the promotional period, all
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- Spring '16
- Marketing, Celcom