Also provides services such as postpaid bill payment

also provides services such as postpaid bill payment, broadband registration, mobile phone
repairing and more to the customers.
Besides, locations of the store also play an important role in promoting the Celcom
broadband. Celcom usually set up their retailer center at those crowded places such as
shopping complex, roads, streets and so on. As a result, they can attract more customers to
purchase their product. Customers also can find their store easily no matter where the
customer is and more convenience for them if they have any inquiry toward the Celcom
products and services.
With over five thousand trade channels in Malaysia, the distribution of the service
won’t be difficult. The service (U-verse) is designed in a way that it can be automatically
activated once a customer purchases a SIM CARD, by clicking *128#, then U-verse and
following the instructions, or by going to any Celcom dealer near him for activation. The
distribution channel is designed in a way that it is so efficient for customers and increases
potential sales for the company. Celcom dealers can be found in over 90 per cent of Shopping
22

BMMK5103
Malls, Colleges, Universities, Recreation Centres and Mega Stores across Malaysia, making
it easy for the customers to reach.
Meanwhile, Celcom also promoting their broadband by set up temporarily store
during the PC fair such as Pikom PC fair. By set up store in the PC fair, Celcom can attract
more people to purchase their broadband and increase the short run sales. They usually will
do a lot of promotion and lower down the broadband price in order to attract more customers
to purchase it.
Through gaining retailers cooperation and distribution channels across Malaysia, it
would be easy for the service to reach the target market. The SIM PACK is light weight and
would be easy to transport huge number of the product with the service in it across Malaysian
market. (Celcom Official Website, 2009)
6.4 Promotion
The promotion mix is a specific combination of promotional methods, used to bring
about exchanges by informing, educating, persuading and reminding the targeted market with
a company’s products and services. The promotion mix is using several different types of
communication to support marketing goals which include advertising, personal selling,
publicity, public relations, direct mail, sponsorship and sales promotions. Celcom promotes
their business through promotional mix which is advertising, Internet marketing, sales
promotion and public relation, in order to generate more profits.
First, Celcom used advertising method. Advertising can be defined as placing your
message 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 to
tell the readers about their specialty, their unique and superior value, the information and
show their differences with other telecommunication company and also convinces the