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Celcom

In: Business and Management

Submitted By wardrox
Words 258
Pages 2
Celcom was invested in 2008 with 100% shareholders and one of the market leaders of mobile communication provider in Malaysia. They have the widest coverage area with 9.2 million users on its network. Its business provides pre-paid and post-paid mobile service. Celcom Ace targets consumer users as their market, which has high social life and need to communicate regularly with their colleagues. Celcom has segmented their target market specifically, which are Generation Y and Millennial as secondary target market.
In order to gain more market share by 5.4% within 1 year, Celcom are trying to come up with new innovation of pre-paid card services, which can fulfill its target market needs and wants. By innovating Celcom Ace with unique features, such as free SMS, Group Call, and credit transferring Celcom can compete in the market to reach the marketing objective. Moreover, Celcom Ace will be distributed in every Celcom branch, Blue Cube outlet, and participating dealer, such as convenient stores, and cell phone shops. In order to promote Celcom Ace, Celcom will use broadcast advertising as their primary promotion media as broadcast ads can reach nationwide coverage.
The market research is conducted to identify the needs and behavior of the target market. Celcom also conduct focus group and survey, to analyze the customer’s attitude towards competitors products. The focus group was conducted to gain reflection of the satisfaction level towards Celcom Ace. And lastly, we predict that the sales revenue of Celcom Ace will reach RM 3 million in the first...

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