Introduction :

As you see in the logo of Mada company this company has developed a new concepts of using internet service ( WIMAX ) , its come up with new ideas of using internet services , they have three ideas that they are working on :

Vision: is to connect the client with a high quality internet to reach any spot in this world , and really they are working to make us believe that this world is really a “ small village “ .

Mission : they are working on minimize their promises to the customers and maximize the quality of services which provided to the customer , to fulfill their need and make them satisfied and loyal to the company. Values : this company has a fixed value like:

* Boundless: there is no geographical limits for their services . * Joviality : do not forget to make the customers “ happy “ . * Affinity : make the clients feel more close to the company. * Freedom : there is no technical limits for the provided services.

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recently , mada was a newest company entered the internet providing market , this new company has to go in clash and conflict with a very domestic and experienced companies in this field ( Internet service providing – ISPs ) , to compete and defeat a big companies like [ Fasttelco – KEMS – Quality net – United networks ] , you must have a good tactics and strategies in marketing , mada started with A wimax ( router-product) and recently its came up with new products like :

* Soho WIFI routers ( home internet - WIMAX). * Biscuit Wifi routers ( portable internet – using every where). * Usb dongle ( Mada hotspots and locations only).

SOHO-Wifi Router

MADA strategy : as a new competitor recently entered to the internet market first of all you have to keep an eye fixed on your competitors and what types of services that providing to the customers and in what prices they are providing their services , secondly you have to keep you another eye on your targeted customers , you have to study their needs very well in order to provide them a product which can achieve their needs and obtain their full satisfaction .

Mada adopted a very good strategy to inter the internet market , they have been exploring the market problems that the customer is suffering from , they observed that most of customers suffering with ( DSL ) services , and to be more accurate they are suffering because they are getting internet which depend 100% on telephone land lines ( the land line in Kuwait its not stable all the times ), so Mada adopted a new method to deliver the internet services via a ( Soho WIMAX – product ) , this product can deliver the internet with a full speed to the customer homes without any need to ( land lines ) , so Mada’s engineers located in each area a very big Towers to provide their routers with full and fast signals , so the customer can use internet without any interruptions , and enjoying a full download and upload speed.

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Mada-four PS:

1- PRODUCT: as we stated earlier mada provide a service ( Internet ) along with a physical product ( SOHO-router ) , so we can state the three basic levels of Mada Product and we can take ( SOHO-router ) as example :

* Customer core-value: the main idea is to deliver a very efficient internet to the customer’s home.

* Customer actual product : which is physical Wifi SOHO-router with a brand name ( MADA-SOHO) whit a fine design , it has three antennas to obtain a maximum and Error-free signals to the customers , there is too many features can be provided to the customers such as Wireless service along with broadband connection , and local area connection ( physical connection connected by a physical Ethernet cable presented freely with the service package ) , also they attached range expanders to maximize the range of the router to reach any spot that the customer wants in his home.

* Customer augmented product: its composing from many augmented products such as , a warranty of one year on the router ( except the consumption problems ) , technical support-field engineers can come at any time you want to fix any problem may be occur , a very qualified call center-customer support agents whom ready to answer all your questions and they are ready to follow up with you and illustrate anything that you want to know about the product , and you can enjoy after-sales service by visiting any showroom of mada which is located in many areas in Kuwait , also you can het the most recently updated versions of your router , and re configure it by an experienced and qualified stuff of mada workshops.

2- Place :
The second and very important component is ( place ) , so when we are talking about the place we need to know how Mada products goes to the market and how it reaches to its valuable client and what is the channel of distributions which enables the company to reach the customers?

Mainly there is three types of channel distributions that mada use :

* ( P2C ) : the first and most common channel is ( producer to customer ) , this channel used whenever any customer wants to subscribe and use the services , he can go and visit any of mada outlets/ showrooms and bring the required documents to sign the contract of service . * (P – R – C): the second types of distributions channel which used by mada its (producer – retailer – customer), and this channel activates when a grand store or a big retailer ( for EX: Eureka) asking Mada to get a specific amounts of services to sell it in their mega stores , so mada should give them what they want under specific conditions and agreement between them , one of the most important liabilities on mada is to give the retailer the same subscriptions with a lower prices to enables them to make profits and earn revenues . * (P2B): when MADA deal with a corporate , and the prices of subscriptions here is very high in compare with residential prices.

(Mada showrooms)

3- Price : with the opening of Mada Company they used a skimmed-price strategy to collect as much as they can customers , but after they gained their market value , they adopted their price lists and now it approaches to the price of ( ISPs ) market.

4- Promotions: Mada used too many ways to reach to the customer minds such as : * TV-commercials. * Banners located in the streets. * Internet and social websites Ads. * Daily newspapers. * Participating in exhibitions ( EX: info-connect exhibition).

(One of Mada ADs: in Hala February national event)
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------------------------------------------------- http://www.youtube.com/watch?v=zkotxb71pnc ------------------------------------------------- video AD designed by one of Mada loyal clients.
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Problem/Success: the big headache which turn to a nightmare for MADA owners , is the efficiency of towers , company’s communication engineers expected a problems may be the company will face in the future , such as a signal-interruption it will happen in case of launching a new buildings in near of the company towers , so they tested some small ( access-points) , its job is to re-send the signals from the towers to the routers in case of any interruptions caused by a buildings or a bad weather circumstances.

STP of Mada:

1- Market segmentation and targeting : the marketing department of mada focused on make whole internet market as a ( segments ) , then they choose (target ) the most profitable segments that they wants to work-on so there is the most targeted segments by mada :

* 1st segment: most of the internet customers want cheap prices on internet with high speed so Mada provided a suitable pricing methods to limited income customers in order to penetrate this layer of customers (this layer actually represents the vast majority of internet users in Kuwait ).

* 2nd segment: for those clients with ( gaming interests ) , so mada tried to raise Uploads to penetrate all games users in internet market , they will pay any price to get the maximum upload in order to enjoying practicing their online games with global users.

* 3rd segment: it’s a very important segment which is corporate segment , Mada can earn very high profits by investing their services with corporate , with long and profitable contracts.

2- Positioning: it can be done by many ways but I think the most important method which Mada should care about is trust , since its new company and providing a new service so they must build the ( Trust ) relation ship with the customers , because the customer will try the product for first time so if he don’t like it he will not come back again and also he will harm the value of the company by bad ( words of mouth ) .

Other way is to make the customer feel special and using the Added value concept to get long-term customers .