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16 theSun | MONDAY AUGUST 17 2009

media & marketing

getstough
when the going gets tough ...

Staying relevant to demand


by Hemananthani Sivanandam although these are tough times, we should not us an edge and I think we can to maintain brand presence
newsdesk@thesundaily.com forget the good times and the good side of life make an impact in the market,” in the market.
everyday.” Dennelind said. “It’s crucial to stay on top
DiGi has a simple strategy to keeping its cus- In staying true to its goal of being relevant, The company also realises it of the line in tough times.
tomers happy – give them value for money the company is also looking into new areas to is vital to acknowledge the tough In an economic slowdown,
and make sure it’s relevant! cater to the needs of customers. One such area times and challenges to meet the you need to keep creating
“People look for savings and they know is the DiGi Blackberry business proposition. expectations of the market and some demand and liking
we offer them exactly that,” DiGi CEO Johan “We’re encouraged by the response from customers. that triggers purchases.
Dennelind said, adding that it is essential to be our small and medium enterprise customers. “It’s important to us that our That’s why we need to
relevant to customer demand. The launch of the Black- customers feel they’re being invest in creating aware-
As such, the company has shifted its focus berry plan has given heard, and as a company, it’s ness and to maintain brand
for the past year, as it wants to be clearer vital we presence.”
on its saving propositions offered to act on their feedback. Interestingly, unlike other companies, DiGi
customers.
Dennelind said this year DiGi will
We hope we can “If we don’t, even-
tually customers will
does not have a yearly budget, Dennelind
said.
be pushing its savings proposition
further with various campaigns
inspire Malaysians leave us because they “Budget is yearly thinking. Our industry
don’t see their needs (telecommunication) is moving by the day,
due to the global financial turmoil. that although these or problems being so if you were to have a budget, you’d have to
This will be done with the famous
and iconic “Yellow Man” that has
are tough times, we solved,” Dennelind
said.
change it everyday.
“We’re prepared to invest whatever it takes
always been associated with the
brand.
should not forget the He said it is also to keep the momentum. So I don’t have the
part of DiGi’s mission figures, but I have the mindset to deliver the
DiGi’s latest campaigns – “Love good times and the to constantly improve company’s ambitions,” he said, adding that
at 10 sen” and “Laughter at 10 sen”
– emphasise its savings proposi-
good side of life and go the extra mile
to exceed customer
by not having a set budget, the company is
flexible in terms of competing in the market.
tions.
“Initially, the Yellow Man was as-
everyday.” expectations. “We’re a company that take things as they
Dennelind said come. We have guidance to the market that
sociated with having good coverage, but – Dennelind DiGi connects with we follow in order to keep our momentum,
he has completed his mission. We have its various segments ambition.”
good and equal coverage as others now, to ensure its brand Dennelind said that this year DiGi has a
but we’re developing him into something equity improves, and higher operating cash flow compared to the
more relevant to the people – savings!” Den- to ensure that the com- RM1.28 billion it had last year.
nelind said. pany will continue “If we had a budget, our competitors would
He said apart from emphasising on to invest in the know it, and this would decrease our flexibility
savings, the campaigns also bring market. to act and react.
out a feel-good factor that helps He said given “But if the company does whatever it takes
cheer people up. the present to stay in the market, it’ll keep our competi-
“We hope we can situation, it is tors guessing and gives us more flexibility in
inspire Malaysians that fundamental manoeuvring our way in the market.”

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