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also provides services such as postpaid bill payment, broadband registration, mobile phonerepairing and more to the customers.Besides, locations of the store also play an important role in promoting the Celcombroadband. Celcom usually set up their retailer center at those crowded places such asshopping complex, roads, streets and so on. As a result, they can attract more customers topurchase their product. Customers also can find their store easily no matter where thecustomer is and more convenience for them if they have any inquiry toward the Celcomproducts and services.With over five thousand trade channels in Malaysia, the distribution of the servicewon’t be difficult. The service (U-verse) is designed in a way that it can be automaticallyactivated once a customer purchases a SIM CARD, by clicking *128#, then U-verse andfollowing the instructions, or by going to any Celcom dealer near him for activation. Thedistribution channel is designed in a way that it is so efficient for customers and increasespotential sales for the company. Celcom dealers can be found in over 90 per cent of Shopping22
BMMK5103Malls, Colleges, Universities, Recreation Centres and Mega Stores across Malaysia, makingit easy for the customers to reach.Meanwhile, Celcom also promoting their broadband by set up temporarily storeduring the PC fair such as Pikom PC fair. By set up store in the PC fair, Celcom can attractmore people to purchase their broadband and increase the short run sales. They usually willdo a lot of promotion and lower down the broadband price in order to attract more customersto purchase it. Through gaining retailers cooperation and distribution channels across Malaysia, itwould be easy for the service to reach the target market. The SIM PACK is light weight andwould be easy to transport huge number of the product with the service in it across Malaysianmarket. (Celcom Official Website, 2009)6.4 PromotionThe promotion mix is a specific combination of promotional methods, used to bringabout exchanges by informing, educating, persuading and reminding the targeted market witha company’s products and services. The promotion mix is using several different types ofcommunication to support marketing goals which include advertising, personal selling,publicity, public relations, direct mail, sponsorship and sales promotions. Celcom promotestheir business through promotional mix which is advertising, Internet marketing, salespromotion and public relation, in order to generate more profits.First, Celcom used advertising method. Advertising can be defined as placing yourmessage in any form of paid media, such as newspapers, magazines and journals, television,cinema, radio, outdoor advertising such as poster. In the advertisement, Celcom is trying totell the readers about their specialty, their unique and superior value, the information andshow their differences with other telecommunication company and also convinces the