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INTRODUCTION

The purpose of this term project is to provide an understanding of how marketing mix are used
in all organization. To understand how the company survived in the industry by applying the
marketing mix. Marketing not only earns profitability to the marketers but also to the customers,
as they have all the options in front of them to choose the best among the available ones.

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. All companies must look ahead and find the long term game plan in
response to maintain their survival in todays competitive and constantly changing business
environment.

PART A: COMPANY BACKGROUND


i-

Company Background

Launched in 2007, U Mobile is Malaysias fastest growing full-fledged mobile operator that offers
data, voice and messaging services to its customers via innovative prepaid, postpaid and
broadband plans. In less than 5 years, the company has grown its subscriber base from less
than fifty thousand to over four million through its market-leading product innovation and value
proposition.

U Mobile opts for unconventional and game changing approaches to engage with its target
segments, tailoring its product offerings according to consumers needs and lifestyles with a
strong focus on youths and young professionals segments.

Being the youngest telco and challenger in the dynamic Malaysia telecommunications industry,
U Mobile has introduced many first of its kind services to the market. The telco was the first to
offer the Unlimited Mobile Internet (UMI) proposition with voice, SMS and data in a single
package for prepaid customers. The company also offers free Internet Roaming for both prepaid
and postpaid in 9 countries making data roaming extremely affordable to Malaysian customers.
In early 2015, U Mobile again breaks the industry status quo by offering the same rates and
benefits for both prepaid and postpaid users. The new prepaid and postpaid plans stand out of
the product & services available in the market space with its uncluttered and straightforward
unique features. Apart from product innovation, the company is also known for value leadership

as its prepaid, postpaid and broadband packages have been consistently offering the best value
for calls, SMSs and mobile internet services.

U Mobile also adopts a unique sales strategy aimed to ramp up its distribution channels and
grow its brand presence across the nation through building a wide network of traditional dealers
and alternate channels. Now U Mobile has more than 10,000 traditional trades and over 31,000
alternate channel touch points. The alternate channels comprise of convenient stores, electrical
chain stores, modern hyper/supermarkets and other verticals such as 7-Eleven, 99 Speedmart,
Giant, Tesco, Sen Heng and etc. The company continuous to explore strategic avenues to
increase convenient and efficient touches points to be a telco that stays relevant to consumers
lifestyle.

The fast growth of U Mobile brand is made possible through its unique network strategy, which
is supported by strong own built network complemented by 3G Ran Share and 2G Domestic
Roaming covering 95% population in Malaysia. This strategy accelerated U Mobiles network
rollout and enabled the company to achieve nationwide coverage in a much shorter span of
time. U Mobile is constantly expanding and enhancing its network infrastructure to deliver
superior voice and data service quality to the consumers. By 2015, U Mobile will have more
than 10,000 sites comprised of 3G and 4G LTE home network, 3G Ran Share and 2G Domestic
Roaming sites.
U Mobiles strategies, approaches and efforts in driving the business forward were recognized
by industry partners. In 2012, leading industry analyst Frost & Sullivan named U Mobile as the
Most Promising Service Provider of the Year. The telcos commitment in putting customers first
also earned the company the Best Overall Experience, Best Contact Centre Experience, Best
Mobile Experience and Best Net Promoter Score awards by Frost & Sullivan in 2015

ii-

The products / services they offer

Flexible postpaid plan

Affordable internet plans

Their Business Postpaid plan is the only


Internet plan that comes with free calls and
SMS. They will also enjoy other additional
advantages like no extra charges when
exceeding the data limit and discounts,
which mean more savings for us.

Their Business Internet plans are designed


to meet all their business requirements.
They offer us flexible data allowances at an
unbeatable price point, so we can choose a
plan that meets our needs best, helping us
manage our costs.

Device bundles
We have a wide range of devices to fit your
needs and budget. Pick from a list of
smartphones and tablets from a variety of
manufacturers. Special device packages
are also available.

iii-

Company mission statement

Vision
To harness every evolution in mobile technology in the service of our customers and to lead the
industry in delivering the latest and most exciting mobile services in Malaysia.
Mission
To provide cheapest mobile call rates and to make mobile fun and your way of life.
Reputation and Image
U Mobile is one of the cheapest telecommunication service which has the low calling rates for
local and international calls. The customers get to know about U Mobile through paper and
online advertisement. They are reaching 1 million subscribers within 1 year of operation.
Current Marketing Objective
Target market Objective:

To target a million subscriber within a year of operation.

Promotional Objective:

To target by boosting our distribution channels, adding more service features as well as
more exciting promotions and deals.

iv-

The analysis on current business portfolio

SWOT Analysis
STRENGTH

One of the strength of U Mobile is they have been part with Berjaya Group , which has a wider
group of business in Malaysia, such as resorts, gambling, food and beverage and property, and
is under operation by Tan Sri Vincent Tan. In 2012 years, Berjaya Group had gained higher

revenue which was RM7.04 billion. The other strength of U Mobile provides cheap monthly
broadband fees to their customers. In order to support strength of U Mobile, it is important to
use value chain analysis by its marketing and sales department. Marketing and sales
department of U Mobile also play important role which can provide and bring powerful
innovation and creativity to promote their services, in order to attract and satisfies the customers
by giving more reliable, speed and coverage area voice services and broadband to customers.
Besides, resource based view analysis also is important to U Mobile to analyse and identify
strategic advantages of organization and also support its strength. For U mobile, employees are
greater asset to organization in terms of bringing ideas, innovation and creativity. Hence, U
Mobile gives training and development to all employees to increase motivation and inspiration
especially the management in order to increase the productivity and effectively. Without
strength, it is hard for U Mobile to compete with its competitors.
WEAKNESSES

On the other hand, U Mobile is not completely known in details if compares to other famous
competitors such as Digi and Maxis. Moreover, there only has certain network in Malaysia. In
term of its instability of internet services which provided by U Mobile, it makes a bad reputation
for U Mobile by complaint of a lot of customers. Due to Multimedia Communications and
Multimedia Commission of Malaysia, U Mobile is under surveying through the problem of
weakness of network services. It is important to U Mobile to fix this problem to recover its
reputation because U Mobile may not be able to renew their broadband provider licensing after
expiration.

OPPORTUNITIES

Nevertheless, there have a lot of opportunities for U Mobile growth in telecommunication service
industry. U Mobile has the opportunity in expanding its branches to Kedah, Terengganu, Sabah
and Sarawak. Besides, Government Malaysia had initiated a HSBB project, which was
broadband service with 10Mbps (Megabits per seconds) to 100Mbps speeds and up to 1 Gbps
(Gigabits per seconds) to customers. It was an infrastructure that government investing MYR2.4
billion (approximately$700 million) and TM investing MYR8.9 billion (approximately $2.5 billion).
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However, it is an opportunities for U Mobile to upgrade its network services in order to satisfy
the customers.
THREATS

It is big competitive in telecommunications industry with each other when they are provided free
text messaging and calls to customers. It is depends on good network services and good
customer services which can attract customers the most. Furthermore, population of other
competitors also is a threat for U Mobile. Population of Digi, Celcom and Maxis are more than U
Mobile due to U Mobile is a new entrant in this industry. In 2011 year, Digi has reached 95% of
2G network and 54% 3G network population coverage.
PEST Analysis
PEST analysis consists political, economic, social and technological which provides a
comprehensive list of influences on the possible success or failure of particular strategies
(Johnson et al., 2008). It helps U Mobile to analyze the external environment that will ultimately
find their way into the competitive environment. Without a clear sense of PEST analysis, U
Mobile will hard to make the decisions that allow for effective action.
POLITICAL

The Malaysian Communications and Multimedia Commission (MCMC) had set the rules and
regulations of Telco users must register their SIMCARDS since 2008 year. It was because there
had a lot of crime happening through phone calls and text messaging by unknown people
without registers their information. If U Mobile dint follows the rules, the government will take
action which Malaysian Communications and Multimedia Commission (MCMC) fines about
RM920, 000 to U Mobile, Maxis, Celcom, TuneTalk because of the false prepaid SIMCARD
registration. Besides, license and spectrum of U Mobile also are under control of Malaysian
Communications and Multimedia Commission (MCMC).

ECONOMIC

The economic environment will affect U Mobiles business in strategy plan which economy
growth downturn, the unemployment rate increased, interest rates increased, higher inflation
and Gross Domestic Product (GDP) decreased. GDP always affects by domestic demand. In
2012 year, Malaysias GDP has grown 5.0% from the previous year. Due to high inflation, sales
and profit of an organization will grow slower.
SOCIAL

Social factors include changes within the environment are often referred to as social-cultural.
Customers taste changes will always affect U Mobile to change and get new technology and
best customer services to satisfy the customers. For example: smart phone and internet
technology are becoming a latest social trend which attracts current customers the most. In
terms of technology of smart phone, normal SIMCARD has to convert to Micro-Sim size.
Malaysia nowadays has fairly young generation. If Malaysias population is growing, U Mobile
also will grow their market in Malaysia. Besides, internet information helps in health care,
education, and social mobility. Moreover, higher standard of living will influence customers
demands on lifestyle. Standard living in Malaysia has increased in recent years.
TECHNOLOGICAL

Technological factors that have always changed in general environment will give U Mobile
impact in telecommunication industry. New technologies will lead U Mobile to innovate and
create new services and products to customers. Besides, it leads the U Mobile to forecast
organization growth and gain market share in future. In order to satisfy the customers, it is
important to U Mobile to provide technical team for products installation, maintenance and repair
to attract and satisfy the customers.
v-

The possible developing strategies on current business portfolio

After U Mobile had analysed the general environment and competitive environment, and
understand position and identify opportunities in the market, now is the way to U Mobile to
formulate the strategies. Strategy Formulation is a careful analysis of the organizations internal
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environment and the needs of the external environment will allow the organization to assess
where it can best achieve a strategic fit between the two (Henry 2008). It should be undertaken
with a view to allow U Mobile to achieve competitive advantage. Strategy Formulation consist :
1. Business Level Strategy
2. Corporate Strategy
3.

International Strategy.

Business Level Strategy


According to the Henry 2008, business level strategy can define as separating out and
formulating a competitive strategy at the level of the individual business unit. U Mobile is using
this strategy to compete in its industry and gain position in the market.
Generic Competitive Strategies

Generic competitive strategies help U Mobile to compete and reach a strong position in this
industry with effectively five competitive forces in order to gain a large profit and return for the
organization (Porter, 1980). Generic competitive strategies consist three strategies which are
overall cost leadership strategies, differentiation strategies and focus strategies.
When an organization has achieve the lowest costs in its industry and target its products and
services in the market, it will come across the overall cost leadership strategies (Henry, 2008).
U Mobile had using this strategy which it always provides cheap monthly broadband fees and
cheap calls rates and text messaging to customers. It helps U Mobile to compete against its
competitors because it can charge lower prices. Nevertheless, it still earns the profit. Low cost
producer always can win in this price war due to customer always choose the cheapest prices.
Corporate level strategy
Corporate strategy is more concentrates on the nature of business in organization and the way
to allocate resources across the business (Henry, 2008). It is important for U Mobile to achieve
success in the business by identifying investment of time, energy and other resources. U Mobile
had used the corporate level strategy to create value and managed their business in the long
run to achieve their goals and purpose with growth strategies and corporate parenting.

Growth Strategies

In order to grow U Mobiles position and profit in this market, growth strategies help U Mobile
analyses level of risk which they can prepare to face it, and pursue their resources and
capabilities and their management expertise. There are four strategies that can help U Mobile
which are market penetration, market development, product development and diversification.
Hence, market penetration helps U Mobile seeks to increase the market share to its existing
markets by utilizing its existing services. In order to achieve market penetration, U Mobile has to
attract new customers and get existing customers to increase their usage service in this industry
by improving their products and service quality and provided more promotion to customers. Due
to the complaint of customers about the network service disruption, U Mobile has to improve the
network services to increase their usage services and provide more promotion to attract new
customers.
Due to new branches of Penang and Malacca which had opened on 16 December 2011 and 21
May 2012, U Mobile had pursued the market development strategy which means U Mobile
enters new market with the existing promotion, packages and services. It helps U Mobile to
target new customers with convenient and easy access products and services. Nevertheless, U
Mobile has to understand and identify the new market even have extensive knowledge of its
existing products and services, it still has risk if U Mobile do not completely experiences in
geographical areas.
Besides, U Mobile also has pursued product development which is the new Nano SIM card in
this market. Product development is the strategy which developing new products in its existing
markets. The new Nano SIM card is the new product of U Mobile which can use to install in my
phone 5, the Apple mobile phones that are famous in existing markets. The ability to innovate is
crucial in developing Nano SIM card for rapidly changing customers' market. It is important for U
Mobile to pursue product development strategy because an organization has to always face the
industry life cycles. U Mobile still growing in its industry life cycle which is a growth stage in
industry life cycle.
Instead, there has only offered little opportunity for growth if U Mobile plans to stay on existing
markets and services. Thus, diversification occurs when U Mobile seeks to expand its scope of
activities by moving into new products and new markets. Wireless is the new opportunity and
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services for U Mobile to attract new customers in the new market. Due to Streamyx of Telekom,
U Mobile can create own wireless services to attract new customers in order to enter new
market which customers prefer online at home with quality of internet services.
Corporate Parenting

Corporate parenting is referring to the organizations headquarters or corporate parent and it


plays an important role for organization to move forward in the beginning and support financial
to the organization. For U Mobile, Berjaya Group is its corporate parent which has a wider group
of business in Malaysia. At the beginning, it is important for Berjaya Group to lead the U Mobile
to help it in order to enter into the market. Berjaya Group had helped U Mobile by capitalizing in
financial, nationwide distribution channels, local business network and joint ventures with others
companies (Annual Report Berjaya Group, 2012). Hence, U Mobile has the opportunity to
increase its competitiveness in the market. Besides, Berjaya Group provides training to U
Mobile especially management team to lead them to manage the business.
International Strategy
U Mobile had using international strategy to expand its market in order to gain new customers
and spread its business risk across a wider market base (Gamble J.E. et al, 2005). However, it
is difficult to let U Mobile to control its quality of products and services due to geographical
distance and different cultures. Therefore, entry mode strategies occurred.

Entry Mode Strategies

Entry Mode Strategies consist exporting, licensing, franchising, wholly owned subsidiaries, and
joint ventures and strategic alliances. Due to U Mobiles international strategy, it had using joint
ventures and strategic alliances to enter international markets in order to develop new
technologies. In December 2007, KT Freetel of South Korea and NTT DOCOMO of Japan had
merged and held a total of 33% stake in U Mobile. Besides, U Mobile also had merged with
STTC Limited, a wholly owned subsidiary of Singapore Technologies Telemedia, which is a
leading communication company with operation globally. With this strategy, U Mobile can have
advantages with fully utilizing 3G experience in the market.
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Strategy Implementation

If it is incorrectly analysed the strategy formulation, it is hard to come across to the strategy
implementation. In order to implement the strategies effectively, it is requires U Mobile to be
sufficiently flexible in its organization design. Strategy implementation consists leadership,
organizational structures and corporate governance.

PART B: PRODUCT

i-

The level of product

Figure 1 : Level Of Product

Level I: Core Product


Level 1 is the most basic level and simply looks at what people set out to buy and what benefits
the producer would like their product to offer buyers. So prior to designing any product
designers should list the core benefits the product needs to provide. In Telco industry,
customers always seek packages that will give extra benefits especially in speed and internet
data.

Level II: Actual Product


Level two is about translating the list of core product benefits into a product that people will buy.
There may be competitor products offering the same benefits so the aim at this stage is to
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design a product that will persuade people to purchase the product. These are involving
deciding on the quality level, product and service features, styling, branding and packaging.
Level III: Augmented Product
Level three involves deciding the additional non tangible benefits that a product can offer.
Competition at this level is based around after sales service, help lines, warranties, and free or
cheap delivery. In other words it is things that the product does not do but customers may find
them useful. Non tangible benefits such as product warranties offer customers peace of mind
and demonstrate the manufacturer has faith in the quality of its product. In fact the ubiquitous
uses of some augmented benefits have turn some level three benefits into a customer
expectation.
ii-

Product / service offerings classification

U MOBILE
U Mobile offers three products classification which including Prepaid, Postpaid and Broadband
and services covering the Roaming & IDD and Data Services on music, video and wifi calling.

Figure 2 : U Mobile Product Classification


1. Prepaid
U Mobile has upgraded their prepaid plan from old prepaid plan to POWER Prepaid which is
more benefits that will gain customer attraction. As compared to other Telco products, U Mobile
prepaid plan is cheaper in terms of price and customers are offered better experiences on
internet data speed and validity of the plan.

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Figure 3 : U Mobile Power Prepaid

U Mobile makes it easier for you to upgrade the plan or switching Telco by yourself via the
mobile or pc as steps shown below.

Figure 4 : U Mobile Plan Switching


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Unlimited Mobile Internet

Figure 5 : U Mobile Mobile Internet (Unlimited)

Voice Plans Add On

Figure 6 : U Mobile Voice Plan

Prepaid Top-up
We can now top up to any U Mobile prepaid number without having to login to our self-care
account. Purchase a top up for yourself or a friend, anytime, anywhere.

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Figure 7 : U Mobile Prepaid Top-up


Credit Share
U Mobile Credit Share gives prepaid users the ability to request and transfer credit anytime and
anywhere. It is easy to request and transfer credit via UMB, MyUMobile App, Website and SMS.

2. Postpaid

U Mobile has introduced their new Hero postpaid plan with four different packages. Get a
whopping up to 30GB of high-speed data, plusFREE unlimited video and music streaming with
Video-Onz& Music-Onz. Customer will also enjoy unlimited calls to all network, plus FREE
subscription of their choice partner channel.

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Figure 8 : U Mobile Postpaid


Hero Plus Postpaid
Hero Plus lets the consumer share all their data with multiple devices. Share with up to 3
member lines at only RM20/line. Its perfect for multiple gadgets and families. It is only available
for HeroP50, P70 and P98 plans.

Figure 9 : U Mobile Hero Plus Postpaid

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U Platinum Plan
Customer can enjoy 15GB data, 2400 minutes of talk time and2400 SMS like never before.
Also, customer can feel like a superstar with U Platinum Special Privileges.
Add-On Packs
Enjoy additional calls, SMS and Internet at lower fee. U Mobile offer four plans to be added i.e.
Booster Plan, Voice Plus, SMS Plus and Blackberry Internet Services.

3. Broadband

Prepaid Broadband
Super Broadband Plan is now available for prepaid offered with two packages i.e. with and
without Modem. If customer already had a modem they may just subscribe to their other plans.

Postpaid Broadband
There are three choices for postpaid broadband i.e. Mifi Modem, USB Modem and SIM
packages as low as RM40 and up to RM128.
Internet Booster Plan
Customer may subscribe to an Internet Booster plan when exceeding the monthly Internet quota
and continue to surfing at full speed. It is offered for both Postpaid and Prepaid Broadband.
Free Streaming
All new and existing U Mobile customers who subscribe to Prepaid UMI, Postpaid or Broadband
Plan will automatically enjoy Free Data for video streaming such as YouTube and Tonton and
music streaming for Era FM, Hitz FM, My FM and KKBox.
4. Data & Services

Roaming & IDD


Data Backpack offer customers to use their postpaid data to roam in 12 destinations for free and
no extra charge. Simply activate international roaming before travel and connect to the preferred
roaming partner to take advantage of this offer.

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Figure 10 : U Mobile Roaming & IDD

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CELCOM

Celcom has the widest and most extensive coverage nationwide in Malaysia, compared to other
cellular operators. In 2015, Celcom claims its dual-band GSM (900/1800 MHz) coverage has
reached over 97% of Malaysia's populated area, and 100% through satellite coverage. Celcom
has an 86% nationwide mobile service coverage with 3G availability expanding from Klang
Valley, Johor Bahru, Melaka, Kulim, and Penang.
As of 2015, Celcom has 3500 4G LTE sites in the country. The Telco aims to offer up to 80%
human population coverage by the end of 2016, and 95% of 4G LTE coverage by 2020.Celcom
offers 2G, 3G, 4G LTE services on its postpaid and Xpax prepaid brands. On 28 June 2000,
Celcom launched GSM WAP on 2G GPRS at 170 kbit/.
On 15 May 2005, Celcom launched the first 3G service in Malaysia, covering most major towns
where there is a Telekom Malaysia telephone exchange and either HSDPA or EDGE services
within 15-mile (24 km) radius (GSM UMTS maximum allowed range) with GPRS as basic data
coverage.
In 2013, the 4th generation standard of FDD-LTE was deployed gradually nationwide. The initial
license is only on the 2,600 MHz band. In second quarter, its 1,800 MHz band has been
refarmed to cater for both 2G and 4G.
In April 2016, the Celcom CEO told MalaysianWireless that both Ericsson and Huawei would
build the Celcom 4G network in Klang Valley from 2016 till 2020. As for other states, Ericsson
would build the 4G network in Sabah & Sarawak, Kelantan, Terengganu, and Pahang. Huawei
would focus in Penang, Perlis, Perak, and Johor.
Celcom operates 2G GSM/GPRS/EDGE, 3G WCDMA/HSPA+, 4G LTE networks.

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Frequencies used on Celcom Network in Malaysia

Frequency

Frequency
Width

Protocol

900 MHz ()

2 * 10 MHz

GSM/UMTS

1800 MHz ()

2 * 20 MHz

GSM/LTE

2 * 15 MHz

UMTS/HSPA

2 * 10 MHz

LTE

Notes

2100 MHz
(1950~1965,
2140~2155)
2600 MHz
(2530~2540,
2650~2660)
Spectrum sharing with ALTEL (ALTEL
2600 MHz

2 * 10 MHz

LTE

own 2*20 MHz, but only share 2*10 MHz


with celcom)

Celcom Broadband
Celcom Broadband is Malaysia's most popular mobile broadband provider, with 1.534 million
subscribers as of the first quarter of 2015. The broadband network cover 86% of Malaysia's
populated areas.
Celcom Broadband was awarded the prestigious Frost & Sullivans Mobile Broadband Provider
for two years.
Kolony
Kolony, launched by Celcom on 8 April 2011 was the first ever SMS-based social networking
service in Malaysia. Kolony targeted Malaysian youths and those that wanted to be connected
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to their family and friends frequently by using their mobile phone. It ran on the regular SMSbased platform, allowing users to participate in social networking activities using the most basic
mobile phones with or without a 3G connection. It is a service consisting of a multi-user
environment, including software and websites. After only a few weeks of its launch, Kolony
recorded a total of 1.5 million subscribers.
Magic SIM
On 4 June 2015, Celcom launched its latest Xpax limited edition sim card package, the Magic
SIM. A RM5 Xpax Magic SIM starter pack comes with free basic internet, free 200 MB of highspeed internet, and 20 free minutes free calls and SMS or SMS to Celcom numbers.

iii-

Individual product and service decisions

U MOBILE
In the development and marketing of individual products and services, individual product
decisions need to be made. These decisions apply to any kind of product and service and set
the base for all other decisions. Individual Product Decisions means decisions in the
development and marketing of individual products.

U Mobile is a new entrant in the Malaysian telecom market and is committed to becoming a
leading mobile operator. After a few years of exponential growth, the U Mobile brand is now well
recognized by customers and other industry players. U Mobile is advocating innovation and
data-centric businesses.

Development of U Mobile in Malaysia keep moving forward by continue to strengthen the four
pillars that drive its business growth which is fast and robust network, innovative product and
value-added services, highly penetrated distribution channels, and intelligent back-end system.
U Mobile is truly a full fledge Telco with nationwide coverage and the consumers have the same
level of user experience as the other Telco provide.

To address the current demands on mobile data consumption, U Mobile is always looking at
introducing exciting products that caters to the ever-changing lifestyles of its customers. U
Mobile provides the most popular services and applications for its local customers such as free
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data for music streaming in collaboration with KK Box, Era, My.FM, Hitz FM, as well as the
partnership with YouTube and Tonton to offer free data for non-stop video streaming of
YouTube and Tonton content. U Mobile is the first Telco in Malaysia to offer such kind of service
and these are all the additional value-added services we provide to our subscribers.

The increase in smartphone adoption has brought the growing demand for mobile data. Hence,
many Telco are looking into mobile internet product and service. U Mobile has always been a
data-centric mobile operator and data service has been one of its core strengths. It is confident
as market leader in terms of product innovation, offering high value services at affordable rates
comparing to bigger incumbents.

Heavy capex is normal in the Telco industry. U Mobile has the advantage of light capex and
lean opex structure. It has unique network strategy that has enabled it to provide nationwide
coverage at a pace no other Telco could have done in Malaysia. It has brought significant
savings which were channelled to consumers through innovative and affordable product
offerings and value added services.

U Mobile is focusing on four key drivers. First is network. It will maintain the aggressive network
expansion and upgrade initiative to cater to the growing subscriber base and market presence
nationwide. It will never compromise on network quality, which is the backbone of its product
and service offerings. Second, continue to lead in product innovation. It is being creative in the
product and service offerings. It has introduced many first-of-its-kind services to the market in
the past year. Third, expand its distribution channels. Currently U Mobile have a unique channel
strategy combining traditional sales distribution and an alternative channel network comprising
retailers, electrical chain stores, grocery stores, and supermarkets. Its partnership with these
alternative channels brings U Mobile services closer to the consumers and made its presence
nationwide.

Lastly, improving the back-end system, which it believes will bring great benefits to the
customers and business.

Customer experience needs to be supported by network

performance. U Mobile believes that in order to deliver superior user experience, it needs to
look into network, product and service offering, distribution, customer service, and IT system.
With all these parts coming together, U Mobile users will feel the difference and stay loyal to its
brand and services.
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U Mobile previously partnered with ZTE on network expansion and rollout, and ZTE has
displayed great professionalism, panache and expertise in delivering their services. ZTE is one
of the tier one network solutions providers within the industry with renowned expertise in the
field of work, as well as extensive research and development capabilities to offer the latest
network infrastructure technologies. In addition, ZTE has implemented various network rollout
projects with other major telecommunication players locally, regionally and globally. Network
expansion and enhancement is always a part of U Mobiles overall business strategy. It will
ensure to provide good network coverage and embrace new technologies.

CELCOM

Launch of Celcom 4G LTE Experience Hubs at selected Blue Cube outlets. The launch was
intended to give customers first hand preview of the fast speeds of 4G LTE. The launch and
was well received and reaffirms Celcom's position as the fastest and widest network in
Malaysia. Along with this, Celcom launched the Celcom Fastest Territory marketing campaign,
featuring world record breaking sprinter Usain Bolt.
In the first quarter, Celcom's main prepaid brand for youth introduced two versions of the
Reload Kaw Kaw credit top-up card each to cater to heavy social media users or voice callers,
packed with additional freebies and airtime.
Meanwhile as part of the commissioning of a better business solution platform, Celcom signed a
strategic teaming agreement with nTels Co. Ltd, a global provider of integrated wired and
wireless business solutions for the provision of Celcom's own machine-to-machine (M2M)
business solutions platform, to give customers more control over deployed devices within their
organisation.
Celcom also became the first, exclusive service provider to offer the latest personal computing
offering from Samsung with the functionality of a notebook PC on Windows 8 in a convertible
design.
Celcom further enhanced its youth proposition by refreshing its Xpax offer. The new Xpax not
only offers the best voice and SMS rates but also free calls and Facebook access to customers.

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iv-

Product line and product mix decisions

U MOBILE
Four important dimensions of a product mix can be identified. There are width, length, depth
and consistency. The first of the product mix decisions refers to the product mix width. The
width is about the number of different product lines the company carries. U Mobile has 3 product
lines as other Telco which is prepaid, postpaid and broadband. The services include the
Roaming & IDD and Data Services on music, video and wifi calling.

The product mix length refers to the total number of items company carries within the product
lines. It can be identified that U Mobile carries several categories of product within each line
under prepaid, postpaid and broadband. Different packages are introduced in each product for
customer to choose accordingly.

Third is the product mix depth. It refers to the number of versions offered for each product in the
product line. For example, most of the products come with add on plans and booster plan for
customer to enjoy more just by adding up some money at lower fee.
Finally is the consistency of a product mix completes the product mix decisions. Consistency
refers to how closely relate the product lines are in terms of end use, production requirements,
distribution channels or any other way. It can be observed based on the fact that all product
lines constitute consumer products and go through the same distribution channels.

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CELCOM
Celcom has developed an intangible attributes to the new products, to consistently meet or
exceed customers expectation, enhance speedy response to customers demand and attribute
anticipate new customer needs. This will be achieved through investing in research for
consumer buying behaviour and product development.
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.

v-

Branding strategy

U MOBILE
As a relatively young Telco, U Mobile has developed a reputation as a wild card in the local
mobile landscape which has long been dominated by three operators. The orange-hued Telcos
actions as the smallest of the four mobile carriers are creating ripples throughout the industry,
both in terms of pricing and product offerings. The full-fledged Telco has partly triggered a price
war in the industry and is showing no signs of stopping.

At the rate it is going, U Mobile is bound to shake up the multi-billion-ringgit industry. U Mobile
prides on offering innovative products and value-added services for their customers. They are
relevant to the market. The bright spot for U Mobile has been the traction in its products and
packages. It is offerings such as U MicroCredit. It understands that a particular segment aspires
to own an iPhone and it cater to the segment by bundling it with micro credit. Being a datacentric Telco, U Mobile appeals to the younger generation, mainly those aged 35 and below.
Without providing its net adds and an average revenue per user (arpu) in the last quarter, its
subscriber base has been growing and U Mobile is now getting more quality subscribers. A
search in the Companies Commission of Malaysia showed that U Mobile registered a net loss of
RM191.8mil in the financial year ended Dec 31, 2014 (FY14) compared with RM363.2mil in
FY13. Its revenue grew to RM1.26bil in FY14 from RM919.17mil previously. The listing plan is
still in the pipeline, as the Telco needs to tap into the capital markets to raise funds as the Telco

26

business requires constant investment. This is because there will bound to be new and
upcoming technology, among others.

The industry is pointing fingers at U Mobile for the price war, given that it has a low price point
by offering the best value plans giving the best bundles that meet the needs of its customers.
Looking at their latest advertisement, they say that they are the Telco for the rakyat and that
cannot be truer because U Mobile really does strive to provide the best value and customer
experience to the customers. They are the first Telco in Asia to provide micro financing for
mobile phone purchase and the first Telco in Malaysia to give free 50MB Internet roaming in
selected Asia-Pacific countries to both prepaid and postpaid customers.

Despite having a low price point, it is said that U Mobile being labelled as cheap. Indeed it is the
value proposition that the brand is offering. When they started, customers had bad experiences
and stayed away. But in the last few years, they have improved a lot. It takes time. There is a lot
of demonstration to convince customers. The perception has changed and a lot of people are
porting in to U Mobile. U Mobile will continue to be skirmish against the big three. All operating
cellular and wireless players are currently on expansion mode.

They will be investing RM3bil to RM4bil in the next four to five years to grow their network,
putting an additional 5,000 new 3G/4G Long-Term Evolution (LTE) network sites. U Mobile
currently has a 10-year deal with Maxis Bhd to share its 3G radio access network (RAN),
making it the countrys first landmark network sharing and alliance agreement. RAN-sharing is
aimed at taking the costliest portions of an operators network - the cell sites and towers, base
station equipment and the transmission network - and sharing these infrastructure with
competitors, hence generating savings from reduced duplication of network assets.
This agreement has given it time to roll out its own network. Theres no way to roll out the
network nationwide instantly. Therefore, this is a good strategy as it gives it plenty of time to roll
out its network. As the country is just embracing 4G, U Mobile has announced its partnership
with ZTE Corp, the leading global provider of telecommunications, equipment and network
solutions, to drive the development of pre-5G and the future implementation of 5G mobile
network technologies locally. With the collaboration, U Mobile aims to be the first Telco in the
country to enter into 5G network development. One of its challenges is to keep abreast of the
changes in technology. With 5G, the speed is beyond what the current 4G can offer and U
Mobile is working to get itself ready for the rollout.
27

CELCOM
The FIRST Basic 38 is Celcoms marketing strategy to keep momentum with its brand promise
and to ensure that the customers stay ahead of others in getting the best from the range of
postpaid plans in the market. Additionally, this new plan will expand the use of broadband at all
levels of the society and make it viable for customers to own plans which will enhance their
communication needs with no wastage of internet. An advantage of this new plan is that
customers, especially those who manage SMEs and businesses, can choose to adopt the
FIRST Basic 38 base plan as the FIRST Basic 38 for BUSINESS with additional features, and
this will provide them an edge over other plans with its Internet offerings while keeping their
businesses talking nonstop
By understanding the customers needs, celcom has used its strength to fill the needs of the
customers more than any other telecommunications service provider in Malaysia presently. This
has given them a competitive advantage, boosted enthusiastic sale and increased more
customer loyalties.
Through careful and in department research in the characteristics if the Malaysian market,
celcom has created distinctive target markets for its products through creating a strategic
marketing mix that just not makes the product available, but also affordable, convenient and
unique at a consistent and flexible level. This is geared towards improving new and existing
products as well as profit to the company.

PART C: PRICE

i-

General Pricing Approaches


U MOBILE

Xpax Magic SIM may be the most affordable mobile prepaid, but it still cant beat U Mobile in
terms of benefits and freebies. Reasonably priced at RM8.50, it comes with RM5 pre-loaded
credit with free 150 minutes calls that are valid for 10 days.
Thats not all, you also get free 200MB high-speed Internet (4G LTE) upon activation. The key
feature that sets U Mobile Power Prepaid plan above its competitors is its free 1GB high-speed
28

(4G LTE) every month with a minimum monthly top up of RM10. Thats not all, as users also get
free 2BG basic internet on a monthly basis and 15 minutes free calls to all U Mobile numbers
with the minimum monthly RM10 top up.
You also have the option to subscribe to the UMI30 plan that gives you 2.5GB high-speed (4G
LTE) internet and 30 minutes free calls to ALL networks. And the cherry on top? You still get to
enjoy ALL the benefits mentioned earlier with the UMI30 plan!
The call rates are among the lowest in the market, at 10sen/minute, as is the SMS rate, which
costs 8sen/SMS. This is by far our favorite mobile plan, as it helps users save a LOT of money
with all its freebies and low call/SMS rate.

CELCOM

Xpax Magic SIM comes with the cheapest mobile prepaid starter pack on this list, and is priced
at RM5. It comes with a pre-loaded value of RM3 with 5 days validity, which isnt too bad
considering you also get free 200MB high-speed Internet (4G LTE speed) and 500MB basic
Internet (Up to 64kbps) on a monthly basis.
The Internet Burung Hantu feature is handy for those who enjoy surfing the Internet in the wee
hours of the night, as it gives you unlimited data usage from 1am until 7am every day when you
subscribe to the weekly or monthly data plan. Plus, data plan subscribers are also entitled to
free unlimited Yonder Music streaming each month
As part of Celcoms stable, Xpax Magic SIM offers wide coverage nationwide and a stable
Internet connection. The call rates are among the cheapest compared to its other competitors,
at only RM0.25 to the same network and RM0.10 to all other networks. The SMS rate however,
is comparable to Hotlink at RM0.12 to all networks.
The data plans are available on daily, weekly or monthly basis, with the daily plan priced at RM5
for 300MB of 4G LTE Internet. The weekly plans vary from RM10 (500MB) to RM15 (800MB)
whilst the monthly plans are priced from RM30 (1.5GB) to RM60 (4.5GB) all of which are
offered with 4G LTE Internet (wherever available). The best part about these plans is that they
are all bundled with free calls and SMS free 3 minutes + 3 SMS for the daily plan, 15 minutes +
15 SMS for the weekly plans and 75 minutes + 75 SMS for the monthly plans.
All in all, Xpax Magic SIM is a great option for night owls and those who are looking to be frugal
on data usage as well as having low (if not free) call rates to all networks.

29

ii-

Product Mix Pricing Strategies

Pricing strategies range from being the cost leader to being a high-value, luxury option for
consumers. Competition-based pricing is pricing that is established specifically to address and
respond to the prices of competitors' products. Businesses may decide to price either higher or
lower or at about the same levels of the competition, but their decisions are based on an
evaluation of what competitors are doing and how they want to position their product mix.
Therefore, we can refer the comparison of Umobile and Celcom below on how the telco
company decide the price to attract the customer :

U MOBILE

Figure 11 : U Mobile Hero Postpaid


U Mobile has also extended its Hero Postpaid plan extra 8GB data offer until 31 December
2016. For RM70/month, it still a bargain offering a combined 15GB of data, unlimited calls and
SMS. For additional lines for sharing, each Share 50 Member line costs RM50 and that gives
you unlimited calls and extra 3GB of data thats shared with the principal line.
U Mobile also lets you watch unlimited video streaming 24/7 with no data charges with VideoOnz. This covers 11 video platforms including iflix, YouTube, viu, HyppTV Everywhere, Youku
and Tonton. Note that speeds on Video-Onz are capped at 1.5Mbps which is said to be enough
for standard definition. If you want to stream at higher quality, theres an option to turn VideoOnz off. The Video-Onz promo is offered until 31 July 2016.

30

CELCOM

Figure 12 : Celcom First Blue postpaid


Celcom is probably having the simplest approach for postpaid. You get just 3 choices FIRST
Blue at RM45/month, FIRST Gold at RM80/month and FIRST Platinum at RM150/month. All
three FIRST Plans are now extended until 31 May 2016. For additional lines, they have their
usual FIRST 1+5 supplementary plan.
At RM30/month you get 500MB of data, 50 minutes of calls and 50 SMS to all network. Also
included is free calls and SMS between principal and supplementary lines. For the price, family
members that need more data would be better off getting a FIRST Blue plan that offers 4GB of
mobile data for RM15/month more.

iii-

Price Adjustment Strategies

Companies must adjust their basic prices to account for differences in customers and situations.
There are seven price adjustment strategies: Discount and allowance pricing, segmented
pricing, psychological pricing, promotional pricing, geographical pricing, dynamic pricing and
international pricing.

31

Figure 13 : The 7 Price Adjustment Strategies

In dynamic pricing which is by adjusting prices continually to meet the characteristics and
needs of individual customers and situations, we can see that Malaysians are really getting
spoilt for choice as the major telcos have gotten into a postpaid price war by delivering more
data for less. After U Mobile introduced its Hero Postpaid plan that offered 7GB of data and
unlimited calls to all networks for RM70/month, the competition is seriously heating up.

32

Figure 14 : Umobile and Celcom comparison

U MOBILE
For U Mobile, offer 7GB of data and unlimited free calls. Unlike Celcom, U Mobile offers a
booster pack of 1.5GB at RM10 thats valid for 3 days. On U Mobile, customer get to enjoy free
YouTube and Tonton streaming between 2AM and 10AM, plus free music streaming for radio
and KKBox all day. If customer travel a lot, U Mobile is also offering free 50MB data roaming
daily for selected countries.

CELCOM
On the surface, Celcom offers the best value with 10GB for RM80/month. Thats equivalent to
just RM8 per GB, and customer also get unlimited free calls and SMS for greater peace of mind.
However the only gripe is probably the way they split the data. 5GB is given for all day use and
the other 5GB is only for the weekends (split at 1.25GB per weekend).
If customer need more data, customer can top up RM20 per GB and it is valid according to the
billing cycle. Another plus for Celcom is that customer can carry forward unused data up to 5GB

33

but this is only from the all-day data bucket. On top of that, they are giving out 5GB of WiFi for
free, but thats only usable if customer can find a Celcom WiFi hotspot in the first place.

PART D: PLACE
i-

Number of channel levels

U MOBILE
Definition : Place in the marketing mix refers to the channel, or the route, through which goods
move from the source to the final user. Place could be the intermediaries, distributors,
wholesalers and retailers.
Description : The right place means greater chances of sales over a longer period of time. This
translates into greater market share, more profits and better ability to track the changes in the
marketplace in thinking, styles, fashion and needs.
No of Channel levels : U Mobile also adopts a unique sales strategy aimed to ramp up its
distribution channels and grow its brand presence across the nation through building a wide
network of traditional dealers and alternate channels. Now U Mobile has more than 10,000
traditional trades and over 31,000 alternate channel touch points. The alternate channels
comprise of convenient stores, electrical chain stores, modern hyper/supermarkets and other
verticals such as 7-Eleven, 99 Speedmart, Giant, Tesco, Sen Heng and etc. The company
continuous to explore strategic avenues to increase convenient and efficient touches points to
be a telco that stays relevant to consumers lifestyle.
In the partnership with ZTE and how has ZTE contributed to U Mobiles growth is one of
the tier one network solutions providers within the industry with renowned expertise in the field
of work, as well as extensive research and development capabilities to offer the latest network
infrastructure technologies.

In addition, ZTE has implemented various network rollout projects with other major
telecommunication players locally, regionally and globally. U Mobile previously partnered with
ZTE on network expansion and rollout, and ZTE has displayed great professionalism, panache
and expertise in delivering their services. We believe the appointment of ZTE as U Mobiles
34

preferred vendor for our network rollout will bring great benefits to us. We are confident in the
technology and expertise of ZTE.
Network expansion and enhancement is always a part of U Mobiles overall business strategy.
We will continue to ensure we provide good network coverage and embrace new technologies.
The partnership with ZTE has been a success over the years. We are positive that we will be
able to achieve greater heights with ZTE, and U Mobile will definitely look forward to a long term
partnership with ZTE.

CELCOM
Channel level consist of consumer marketing or the industrial marketing channels. A factor
common among both channel level is that both include the producer as well as the end
customer.
The marketing channel used by Celcom broadband is the indirect channel. From the indirect
channel, Celcom has chosen retailer channel as their marketing channel. Celcom distributes
their broadband through the intermediate which is the retailer. The reason for Celcom using the
retailer channels is because the retailer can help them to promote their products face-to face
with the customers. Celcoms retailer sells the product and services directly to the customer for
personal or business use.
The product line of Celcom broadband is classified under specialty store. Celcom broadband is
considered as the narrow product lines with deep assortment. Celcom has set up their specialty
stores, Blue Cube, which is the mobile telecommunication retailer outlet for Celcom products
and solutions in Malaysia. Celcom has arranged trained and experience sales person in their
Blue Cube stores to provide professional services to satisfy the customer. Moreover, in the
Celcom Blue Cube store, they have provided full services that related to the Celcom products
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.

35

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.
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 customers
to choose their products at the same time in the local newspaper such as China Press
newspaper, Star newspaper and Berita Harian newspaper.
Another example is in Golden Screen Cinema, every time before a movie starts, the
advertisement of Celcom will be played and let the audiences know about the class of that
particular movie. Next, second tool used by Celcom to promote Celcom Broadband
is

Internet marketing, which also called as I-marketing, web-marketing and online-marketing.

Internet marketing promotes the products or services over the internet. Celcom used the power
of internet wisely because they can promote, inform, get attention, and persuade the internet
users to use their broadband in a cheaper and efficient way, as the expensive printed cost can
be eliminated.
Moreover, Celcom has their own group

or page in

some popular social networking

site

like Facebook, Twitter and Friendster. Moreover, Celcom also used the public relations as
one of their advertising strategies. In order to build good relationship, obtaining favorable
publicity and build a good corporate image, Celcom has sponsor for special event such as
GoMobile 2010, Euro 2008 and also the Blue Ribbon

Campaign (BRC)

which

is

campaign that educate the public about the childhood cancer. Through the sponsorship done
by Celcom, Customer will found out that Celcom is a company that trustworthy and they will
consider to purchase products and services from Celcom when they need it. Besides, Celcom
broadband also use public relation to announcement regarding management, speculation, and
current issue.

36

ii-

Strategy used for its marketing intermediaries


U MOBILE

U Mobiles vision is to be the leading mobile operator in Malaysia. In the past few years, the
company has demonstrated exponential growth, and now U Mobile are very much recognized
by the industry as the fastest growing mobile operator. In 2011, were named most promising
service provider of the year by Frost & Sullivan. Over the past four years, U Mobile has grown
its subscriber base from less than 100,000 to more than 4 million. The whole team worked really
hard for that, and there are so glad that the brand is now well recognized by consumers and
industry players. Moving forward, we will continue to strengthen the four pillars that drive our
business growth: fast, robust network; innovative product and value-added services; highly
penetrated distribution channels; and intelligent back-end system.
The fast growth of U Mobile brand is made possible through its unique network strategy, which
is supported by strong own built network complemented by 3G Ran Share and 2G Domestic
Roaming covering 95% population in Malaysia. This strategy accelerated U Mobiles network
rollout and enabled the company to achieve nationwide coverage in a much shorter span of
time. U Mobile is constantly expanding and enhancing its network infrastructure to deliver
superior voice and data service quality to the consumers. By 2015, U Mobile will have more
than 10,000 sites comprised of 3G and 4G LTE home network, 3G Ran Share and 2G Domestic
Roaming sites.
U Mobiles strategies, approaches and efforts in driving the business forward were recognized
by industry partners. In 2012, leading industry analyst Frost & Sullivan named U Mobile as the
Most Promising Service Provider of the Year. The telcos commitment in putting customers first
also earned the company the Best Overall Experience, Best Contact Centre Experience, Best
Mobile Experience and Best Net Promoter Score awards by Frost & Sullivan in 2015. U Mobiles
string of innovative mobile internet offerings also helped bagged PC.Coms Best Data Service
Provider award in 2014.
U Mobile will continue to focus on our four key drivers. First is network. U Moblie will continue
their aggressive network expansion and upgrade initiative to cater to our growing subscriber
base and market presence nationwide. There will never compromise on network quality, which
is the backbone of our product and service offerings.

37

Second, U Mobile will continue to lead in product innovation and have to be creative in our
product and service offerings. U Mobile have introduced many first-of-its-kind services to the
market in the past year. U Mobile will stay fresh and bold.
Third, U Mobile will further expand our distribution channels. Currently U Mobile have a unique
channel strategy combining traditional sales distribution and an alternative channel network
comprising retailers, electrical chain stores, grocery stores, and supermarkets. Our partnership
with these alternative channels brings U Mobile services closer to our consumers and made our
presence nationwide.
Last but not least, U Mobile will improve our back-end system, which U Mobile believe will bring
great benefits to our customers and business. In summary, U Mobile doesnt play it safe and
you will always hear exciting news coming from us.
CELCOM
In order to make strategy for its marketing intermediaries is Celcom has adapted the major
brand strategy decisions

which

are the brand

development

and brand

sponsorship.

First, is the brand development . The brand development strategies used by Celcom is the
line extension. Celcom has added new packages under prepaid services category to attract
more customers.
Example, Celcom has launched packages such as School of X and University of X that pack
with different features under the same product category, with the existing brand name, which is
X Pax prepaid services in order to satisfy customer come from different age group.
Moreover, Celcom used the brand extension strategy too. Celcom has come out new services in
new product category, which is the broadband services, using the same brand name Celcom.
Next, is the brand sponsorship. The brand sponsorship strategy used by Celcom is the cobranding strategy. Celcom has cooperated with Citibank and launched Citibank Celcom credit
card. This credit card is an innovative credit card that gives customer benefits such as cash
rebate, reward point and airtime rebate.
Besides, Celcom also collaborate with AirAsia Bhd. Both the companies has announced the
launch of a RM4.99 AirAsia-Celcom prepaid starter pack that can only be bought at Celcom
Service Centre in Kuala Lumpur International Airport (KLIA) and also in all AirAsia in-flight sales.
38

The purpose for Celcom launches the AirAsia- Celcom prepaid starter pack is to break new
market ground and gain more market share.

iii-

Types of retailer / wholesaler that carry their products / services


U MOBILE

The alternate channels comprise of convenient stores, electrical chain stores, modern
hyper/supermarkets and other verticals such as 7-Eleven, 99 Speedmart, Giant, Tesco, Sen
Heng and etc. The company continuous to explore strategic avenues to increase convenient
and efficient touches points to be a telco that stays relevant to consumers lifestyle.
Currently, U Mobile owns 4000 home network sites, and they have recently announced the roll
out of an additional of 2000 3G and 4G sites. These will be completed by the end of 2015. Upon
completion, U Mobile will have more than 6000 sites across the nation. Our home network is
complemented by 3G radio access network (RAN) share and 2G domestic roaming in suburb
areas. U Mobile are truly a full fledge telco with nationwide coverage and our consumers have
the same level of user experience as the other telcos provide.
U Mobile networks are relatively new compared to incumbents. Therefore we dont have legacy
issues and the upgrade to LTE will be seamless in our case. What U Mobile think will be our
advantage is the products and services we will offer after LTE is widely available. That can be a
game changer.
Social networking apps and services are very popular among local consumers, things like
Whatsapp, WeChat, Line, Facebook, Instagram and YouTube. To address the current demands
on mobile data consumption, U Mobile is always looking at introducing exciting products that
caters to the ever-changing lifestyles of our customers.
Recently, U Mobile introduced free data for music streaming in collaboration with KK Box, Era,
My.FM, Hitz FM, as well as the partnership with YouTube and Tonton to offer free data for nonstop video streaming of YouTube and Tonton content. U Mobile is the first telco in Malaysia to
offer such kind of service and these are all the additional value-added services we provide to
our subscribers.

39

The increase in smartphone adoption has brought the growing demand for mobile data. Hence,
many telcos are looking into mobile internet product and service. U Mobile has always been a
data-centric mobile operator and data service has been one of our core strengths. Im confident
that is a market leader in terms of product innovation, offering high value services at affordable
rates comparing to bigger incumbents.
U Mobile have unique network strategy that has enabled us to provide nationwide coverage at a
pace no other telco could have done in Malaysia. U Mobile also have brought significant savings
which were channeled to consumers through innovative and affordable product offerings and
value added services.
U Mobiles main shareholders are ST Telemedia and U Telemedia. ST Telemedia provides an
unparalleled advantage as it enables strategic relationships with industry participants and global
vendors, along with financial, technical and operating experience and expertise. With U
Telemedia, a private investment by Tan Sri Dato Sri Vincent Tan, U Mobile is able to reach out
to a wider audience, leveraging on Berjaya Group Berhads nationwide distribution channels
and joint marketing collaborations via multiple retail outlets.
The global telecommunication market will continue to be vibrant, exciting and challenging for
mobile operators. The growth of mobile internet and devices has changed the way people
interact and consume information. U Mobile will see further reshaping of consumer behavior and
higher demands for seamless mobile experience.

U Mobile wants to capitalize on such opportunities and stay ahead of the game by always
offering greater value at the most affordable rate in a bid to exceed the expectation of our
consumers and to compete in this dynamic industry.

CELCOM
There are 2 types of retailers which can be defined by the size of their business and the way
they in which they sell their products.
The main types of retailers are;
I.

Wholesaler - Celcom is also a pioneer of industry leading wholesale partnership which


include Mobile Virtual Network Operators (MVNOs) as well as domestic and international
40

roaming. Celcom currently has six MVNO partner that provide additional channels to the
market, covering niche segments with strong growth potential. With the strong support
from celcom, MVNOs as an important alternative channel for servicing niche consumer
and continuously evaluates new MVNO partnership. Celcoms long standing partnership
with the local and global operators have resulted in a broad internet network coverage
with roaming services in 200 countries via over 550 network partners. As part of the
Axiata group, its customer also enjoy great and consistent experiences while roaming. In
moving with evolving technologies, celcom emphasizes a culture that places customer
experiences in all its products and services. This is reflected in our award winning
customer service, product and other corporate accolades at a regional level.
II.

Retailer - Customers can go to any retailer store or dealer if they had faced any problem
in using their product. Moreover, Celcom Blue Cube also provides services such as
postpaid bill payment, broadband registration, mobile phone repairing and more to the
customers.

PART E: PROMOTION

i-

Concise analysis on their advertising strategy with example


U MOBILE

U Mobile is still growing in the telecom industry in Malaysia as compared to other telecom
service provider like Celcom and Maxis. To take advantage on the developing of the
telecommunication and internet that has becoming the one of the most popular tools in
communication nowadays, the brand wanted to increase engagement with customers and
create noise around its brand. As such, it created the campaign #FreeInternetForLife, focusing
on the budget-conscious youth market.
U Mobile used both promoted tweets and a promoted trend to kick-off a campaign that captures
attention and interest towards the brand among young Malaysians. The brand continued to build
momentum by promoting the campaign to specific audience segments, while also continuously
get in touch with the audience by using promoted tweets and free merchandise incentives
during the four-day teaser campaign.
As a part of U Mobile strategic advertising strategies, the following are three methods used by
them to promote their product and services.
41

1.

Create engaging and interactive content to attract a young audience

U Mobile used Promoted Tweets in both English and Malay to encourage the target audience to
engage with the brand and participate in conversations that could only take place on Twitter.
The brand teased the audience by asking what users would do with free internet for life. People
who participated in the discussions had a chance to win a free IPhone 6.
2.

Use influencers to widen reach

It understood that great large potential for audience growth existed among college-going
students. To create dialogue among these students, the brand reached out to celebrities, such
as Shaheizy Sam and Liyana Jasmay. The brand also targeted Twitter handles of notable
college institutions such as Management and Science University (MSU), Monash University,
and SEGi University Collage. The Keyword targeting included terms such as orientation, and
semester break to further drive engagement with college students.
3.

Take advantage of real-time engagement with potential customers

U Mobile understood that the youth market craves both immediate results and budget-friendly
options. The brand created interest by using the Promoted Trend #FreeInternetForLife and
offered a chance to win a free iPhone 6 as an incentive to engage with the campaign.
The achievement of the campaign garnered U Mobile unexpected growth and further
opportunities for advancement.
The brands Consideration score grew by 4 points, the number of customers who migrated from
other telecom companies to U Mobile grew by 34%, the promoted trend engagement rate was
1.7 times higher than the average, and #FreeInternetForLife gained more than 60,000 mentions
in 4 days. Post-campaign, #FreeInternetForLife trended organically for an additional three days.
In order to grab more attention from potential customer, U Mobile also advertise their product
through radio and television advertisement as they realized that it is still a powerful and effective
tools to get closer to the market. U Mobile also make use of other online advertising tools
through You Tube by publishing the Telcolympics short advertising videos to promote their
advantages as compared to other competitor.

42

CELCOM
Celcom use IT in their business. Offering their customers more than 10 solutions,
Celcom PowerTools significantly increases the efficiency of their customers business with a
few simple clicks. The improved business solutions and voice plan meets the vigorous demands
of today's workforce.
The integrated services stresses on being mobile to stay ahead of competition, to get to
the prospect first, to gain tactical advantage as well as to initiate smooth service delivery. In
order to increase their sales and productivity, Celcom understand the need of their customers.
Identifying the need to be in touch constantly, it is about letting their clients workforce take the
office wherever they go. The main solutions offered to Celcoms customers are Email
Connectivity, Workforce Mobility, and Data Accessibility. Each of this main cluster comprises of
a suite of powerful solutions for various types of industries and vigorous demands.
Email connectivity gives Celcom Email & Beyond, a universal system utilizing Microsoft
and other platforms for instant and effective push and pull email Celcom most important
business productivity tools. These solutions also allow Celcom to manage and enforce security
protocols effectively and wirelessly.
Workforce Mobility from Celcom PowerTools consists of a comprehensive suite of
solutions from Sales Force Automation & Field Service Automation to Enhanced Enterprise
Messaging & Mobile Financial Services
Machine-to-Machine is divide by two which is fleet management and SCADA /
telemetry. M2M - Fleet Management is the perfect solution to ensure timely delivery of Celcom
products to its destination. The behavior of drivers and their vehicles can be monitored for
safety, cost effective operations and for merit/reward programmes. Celcom is the leading
provider of fleet and tracking services in the country. M2M - SCADA / Telemetry is the most
convenient solution for enterprise to monitor and managed fixed assets effectively. It is ideal for
data collection, remote control, alarms/warnings and ground surveillance. It also offering the
widest coverage, excellent packages, strong technical and operational support.
On the other hand, mobile financial service offer three ways which are 188Mobile, Mobile
Banking and Mobile Payment. With 188Mobile, customers can get stock information in their
mobile phone whenever they require. These include real-time prices, summary snapshot, in-

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depth details, intraday charting, stock tracker and multiple viewing options. They also receive
access to OSK research, and market breaking news. Celcom mobile banking solutions offer
customers unrivalled convenience to check account summary, perform bill payment, transfer
funds, and many more. Recently, Celcom introduce a new mobile payment known as Wireless
EFTPOS. It is a new wireless payment system that is fast to set up and ideal for point-of-sales
transaction, allowing customers to make payment whenever and wherever they may be.
Enterprise Messaging Service (EMS) gets Celcom message to everyone - employees,
customers or even business associates, in an instant. From web to wireless, it is the fastest way
to provide real time status or alert information. Field Service Automation is the solution that
allows instant access to Celcom corporate database by their field personnel. It is ideal for usage
at warehouses, assembly plants, technical support centers and for mobile enforcement. Sales
Force Automation is one of the best way to keep Celcom sale force lean and mean, online and
on top of every job. This solution allows the capture, routing and monitoring of leads across their
sales force. Celcom also can keep track of assignment and status of jobs and planned
schedules. Ultimately, they can check customer's credit or payment details and inventory status
from wherever they may be. Enhanced Enterprise Messaging (EEM) provides wireless
connectivity with customised back-end integration offering convenient and immediate
connectivity to all network service providers. It features SMS Bulk for auto alerts, SMS
Broadcast, SMS Hotline and SMS Premium for Mobile Vouchers, surveys & polls and for
Information-on-Demand applications. Enterprise Mobile Portal is ideal for Celcoms customers
to access information through their mobile phones via 3G/GPRS. This solution is great for new
product promotion, online product ordering and product survey.
Data Accessibility - With Data Accessibility from Celcom PowerTools, customer can
get a Mobile Connect Card for unrivalled 3G/GPRS coverage and real-time access. Even
without PC, they can still get full-spectrum data roaming with mobile phone in over 100
countries.
The Celcom 3G Connect Card provides both voice and data access via any laptop. The
stable connection capability and affordability of this card make it one of the better connect cards
available. Data roaming with data capable mobile phones via 3G/GPRS is available in over 100
countries and operators worldwide. Customers enjoy the best rates available when they roam.
Global voice and data coverage from Celcom and Vodafone can cross all the problem of
geographical borders, communication barriers and travel distances. With the business solutions
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provided to customer through this alliance, the advantages of accessibility via the Celcom and
Vodafone partner networks help customers build their business empire while travel.
The competitive nature of business requires efficiency, speed, and most importantly,
mobility. That is why the BlackBerry from Vodafone is designed with these qualities to put
Celcom customer on top of the game. It is a single handheld device that delivers phone, SMS,
MMS, browser, instant messaging and organizer applications. Now Celcom customers can
manage all their information and communications efficiently, giving them more time to focus on
business.
With the Vodafone Mobile Connect Card, Celcom customers can access the Internet
wherever they may be. Powered by Celcom 3G/3GX (HSDPA), all Celcom customers can surf
the Internet, check emails, review reports, and download files more faster and easier.
The Palm Treo is act like a personal assistant that fetches email, downloads
attachments, get Celcom customers on the web instantly and many more. Minus the
unnecessary small talk, so the customer of Celcom can get on with the important stuff, like
building their empire.
CELCOM TARGET MARKET
Large travel agencies or holiday planners
For example, travel agencies like wahtung sdn brh, can use the service to provide 24/7
travel plannings to their numerous customers, thereby increasing the companies ticket
sales and profit.
Niche market of business travellers
For example, business men and women who normally use online system for their
reservation will find it easy to make reservations and flight booking by just a simple press
on the button, and that would be more convenient to travellers.
Direct consumer market of hand phone user.
For example, this service can be utilized in our day to day life, like paying bills and
checking account balance, making it easier for our families by just pressing a button
instead of having to go to the company or bank to pay our bills.

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Celcom has since its establishment, positioned itself as the number one Malaysian
network in the Malaysia market. This they have done by providing efficient network connectivity
and linking of individuals together. Today celcom stands in the heart of every Malaysia as the
telecommunication service provider that offers a more for more customer satisfaction, by
providing the customers with products to keep them satisfied above their competitors and
charging them more money for the quality they yield in the products. It has made our work so
easy, that by launching this service as the first in south East Asia, it will go a long way towards
convincing the present customers that celcom is truly the number one Malaysian network,
persuading the non-customers both in Malaysia, and the neighbouring countries where celcom
is currently expanding to join the leading network. Physiologically, celcom has influenced the
status of their customers, because they are considered to be financial capable by using celcom
services.
By understanding the customers needs, celcom has used its strength to fill the needs of
the customers more than any other telecommunications service provider in Malaysia presently.
This has given them a competitive advantage, boosted enthusiastic sale and increased more
customer loyalties. Through careful and in-dept research in the characteristics if the Malaysian
market, celcom has created distinctive target markets for its products through creating a
strategic marketing mix that just not makes the product available, but also affordable,
convenient and unique at a consistent and flexible level. This is geared towards improving new
and existing products as well as profit to the company.

Celcom has developed an intangible attributes to the new products, to consistently meet or
exceed customers expectation, enhance speedy response to customers demand and attribute
anticipate new customer needs. This will be achieved through investing in research for
consumer buying behaviour and product development.
With high availability of internets across the Malaysian globes, a price penetration
strategy is advisable to enhance customers usage, and introducing the service. On the other
hand, they would use that opportunity to increase price on improved products. Celcom should
also be sensitive to the price elasticity of its product and overall consumer demand.
Through gaining retailers cooperation and distribution channels across Malaysia, it would
be easy for the service to reach the targe 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.
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Through educating consumers on product improvement and creating awareness to nonconsumers, advertisement and sales promotion would be used to introduce the new service to
the Malaysian market.
Extensive market research is to be implemented to regulate customers satisfaction,
anticipate and understand customers new need, and improve the products to either make the
customers delighted or satisfied. This marketing research comprises of two types, firstly the
internal marketing research which would be done by team employed and directed by Celcom,
and secondly research paid institutions. The result from both researches will be compared and
analyzed by the customer relationship team, to find a new year of maintaining quality customercompany relationship and brand loyalty.
Because the new product requires extensive commercialization to match customers
need, it is necessary to organize the marketing function by customer groups. This will give
Celcom the opportunity to focus its effort on the need and specifications of each target market.
Celcom marketing efforts will be organized around the following marketing groups:
1] manufacturing group,
2] business-to-business group,
3] customer satisfaction group, and
4] customer relationship group.
IT group will be headed by a sales manager who will report to the marketing director.
Each group will have full decision making authority and responsible for marketing the new
product to the target customers within the segment. These changes in marketing organization,
enables Celcom to be more creative and flexible in meeting customers need, reduce highly
centralized management hierarchy and finally, give better opportunities to monitor the activities
of competitors.

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ii-

Concise analysis on their sales promotion strategy with example

U MOBILE
U Mobile has introduced their new Unlimited Mobile Internet (UMI) 38 plan, a prepaid plan that
is voice-centric, making it ideal for frequent callers. In addition, U Mobile also revealed its
revamped marketing strategy, which features more consumers -centric initiatives and offerings.
U Mobile will provide users with free data, calls and SMS, ensuring that they get their money's
worth. The company will focus on rewarding its U Mobile prepaid customers through various
reward programs when they switch to U Mobile's network.
U Mobile has also announced their partnership with We Chat and Kakao Talk, two popular
messaging applications. Users that are on U Mobile's UMI packages will be able to use their
applications to communicate with friends and family.
Features of the UMI 38 prepaid plan includes:

RM38 per month

200 minutes Free Calls to all networks

30 Free SMS to all networks

Free data for We Chat and Kakao Talk applications

Unlimited Mobile Internet with 500MB high-speed quota

30-day validity

Unused SMS and Voice minutes can be carried to following month

No additional charges after users have exceeded data quota

U Mobile is now letting their customer to purchase selected Huawei devices using monthly
payments, without any interest rates. The customer can choose from the honor 4C, honor 5X,
and the Huawei P9.
U Mobile adds three new partners to its Video-Onz streaming service which are Netflix,
Facebook Live, and Twitter. Their customers who are subscribed to U Mobiles Hero P98, i130,
Ultimate Device Plan 130 and MB 128 plans than now can enjoy unlimited mobile data for
streaming videos on Netflix, Facebook Live, and Twitter.

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People also can purchase the Huawei P9 smart phone with an installment in U Mobile's latest U
Package bundle.
The Honor 4C smart phone can be purchased for RM10 a month, while the Huawei P9 is priced
at RM76 per month. Payment is stretched over a period of 24 months by subscribe to one of U
Mobile's U Packages. Consumers can choose for the HERO P50 or HERO P70 plans, whose
details can be seen in the image below.

Figure 15 : HERO P50 and HERO P70 Plans

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CELCOM
Through educating consumers on product improvement and creating awareness to nonconsumers, advertisement and sales promotion would be used to introduce the new service to
the Malaysian market. Heres some of the example of sales promotion.
1) Get the Galaxy Note7 with the most talked about plans in Malaysia

Figure 16 : Celcom Galaxy Note Plan


The Samsung Galaxy Note7 one of the most people talked about plan in town. While the Galaxy
Note7 will officially go on sale in Malaysia on 19th August, Celcom will allow you to collect it
earlier on 18th August. On top of that, those that pre-order will get to enjoy the following offers:
With FIRST,

enjoying the best privileges in town. Indulge in high speed internet without breaking the
bank plus more data for your weekend.

enjoy 10GB of internet for only RM80/month and you also get to carry forward to up
2.5GB of unused internet to the following month.

domestic calls on FIRST Gold are unlimited

enjoy free and unlimited instant messaging on WhatsApp and WeChat as well as free
access to Yonder Music streaming.
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FIRST Gold 1+5 keeps your family closer at only RM30 per line.

2) Celcom introduces Xpax Turbo with free YouTube, Facebook and offpeak data

Figure 17 : Celcom Xpax Turbo


Celcom has revamped its prepaid offering by introducing Xpax Turbo.

For the night owls, Xpax Turbo comes with 10GB of off-peak usage between 1AM to
7AM daily.

For greater value, Xpax Turbo also gives you additional free data quota for Facebook
and YouTube usage

For short term usage, RM5 gives you 200MB of high-speed data plus 100MB for
Facebook usage thats valid for 3 days.
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3) Celcom offers the iPhone 7 from RM1, 688

Figure 18 : Celcom Iphone 7 Plan


Before the iPhone 7 pre-orders commence in Malaysia, Celcom has revealed its phone bundling
to those who have registered their interest. The iPhone 7 is offered from as low as RM1,688 on
its FIRST postpaid plans from RM98/month
4) Celcom FIRST Postpaid now upgraded with even more data

Figure 19 : Celcom FIRST Postpaid


Celcom has once again revamped its FIRST Postpaid plans following Digis recent new
postpaid refresh. Not only they are offering more mobile data but they are also giving you the
option to combine both allday and weekend quota for greater freedom.
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The popular FIRST Gold Postpaid Plan at RM80/month now gets twice the amount of data
(20GB) with 10GB all day and another 10GB for weekend use. If thats not enough, you can
double up again with Gold PLUS plan (40GB) which gives you 20GB of all day and 20GB of
weekend data for only RM98/month.
5)

Celcom FIRST Blue upgraded with 10GB of data

Figure 20 : Celcom First Blue


Celcom had recently given its postpaid plans a massive upgrade, offering up to 60GB data for
RM150/month. Now they are turning its attention to FIRST Blue postpaid users and they are
finally giving it the upgrade it deserves.
Offered at RM45/month, Celcom FIRST Blue originally came with 4GB of data (2GB all-day +
2GB weekend), 50 minutes of calls and 50 SMS per month. If youre an existing subscriber, you
should be getting an SMS above informing that your plan will be upgraded to 10GB of data
(5GB all-day + 5GB weekend). The allocation of 50 minutes of calls and 50 SMS.

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6)

Go big or go home with Celcom FIRST Postpaid Plans

The best postpaid plans in town just got even better and bigger. If the typical big data plans
arent enough, Celcom FIRST now gives you even more for less.
More than data than before
FIRST GOLD now offers a whopping of 20GB of data per month. Thats double of the previous
plan and you get 10GB of weekday data plus another 10GB just for the weekends. Youll also
get unlimited calls, unlimited instant messaging and unlimited Yonder music, all for only
RM80/month.

Figure 21 : Celcom Go Big Go Home Plan


Still hungry for more data? Celcom has also introduced its FIRST GOLD PLUS which offers
40GB (20GB weekday + 20GB weekend) for RM98/month. Thats twice the amount of data for
only RM18 extra. Nobody else gives you 40GB of data for less than RM100/month.

Weekend or Weekday? Use data your way

Figure 22 : Celcom Weekend or Weekdays Plan


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For those who seek ultimate freedom, Celcom now lets you maximise your monthly data with its
AnyDayGB add-on. For just RM10/month extra, you can combine both weekday and weekend
data in a single bucket. If youre on Celcom FIRST GOLD PLUS, thats RM108/month for 40GB
of data that you can use any day of the week.
Experience faster internet with Celcoms Ultrafast 4G Territory

Figure 23 : Celcoms Ultrafast 4G Territory


Celcom is continuously upgrading its network in pursuit of building the most advanced 4G
network in the country. With its current nationwide modernisation exercise, customers can
expect faster speeds, better stability and a seamless internet experience.

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ANALYSIS
PART A COMPANY BACKGROUND
More than 80 percent of Malaysians are young, IT-oriented and there are constantly signs of
population moving into cities. Due to Malaysian's colonial history, Malaysians are some what
receptive to Western influence while preserving their roots of origin. This would means
customers of telecommunication industry are closely interacted, well informed, and refuse to
accept anything but latest information of everything. The world now is very informative as there
are a lot of channels to source for information. Customers now are well informed compared to
older days. U Mobile as a telecommunication players are expected to fulfill customers' needs to
know everything about their products before making purchase decisions. U Mobile need to
serve the customer population with various services which is demanding and know about their
rights.
PART B PRODUCT
Porter five forces help U Mobile to identify the assessing the competitive environment in terms
of five competitive forces which are the threat of new entrants, bargaining power of suppliers,
bargaining power of buyers, threat of substitute products and services and the intensity of rivalry
among firms in an industry (Porter, 1980).
U Mobile is a new entrant for Digi, Maxis and Celcom. Instead, there always has new entrants
enter into the market and will influence U Mobiles profit and position. It is difficult to exploit into
a new market if there have many competitors in the market. Tune Talk is a newcomer to
telecommunication industry and has signed up over 20,000 mobile subscribers in less than a
month. Consequently, this entry barrier will affect business of U Mobile which also is a new
entrant in the market. U Mobile has to provide awareness and good services to generate
customer loyalty, while maintaining a good relationship with government.
PART C PRICE
Increased of suppliers bargaining power will impact on profitability and pricing of U Mobile. Apart
of mobile industries competitive, this is a price war between them to find the appropriate
suppliers and maintains a good relationship with them. Therefore, U Mobile has to focus on
mobile tower companies, SIM cards suppliers and mobile phone handsets suppliers, and always
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negotiates price with them. Instead, if there has lot competitors of suppliers in this industry, it will
decrease the power of suppliers and will increase the power of buyers. Buyers in this section
are referring to organization. Moreover, U Mobile has to concentrate in buying volumes. If U
Mobile purchases SIM cards from its suppliers with huge volumes, the importance of U Mobiles
business to the supplier will be increased.
PART D - PLACE
Signal Coverage for U Mobile must be upgraded from time to time and cover all the rural and
urban areas. All telecommunication players claim they have best coverage within Malaysia and
international roaming however there is no formal report published to rectify the claims. General
user experience concluded that Maxis has strong coverage in urban area, Celcom has good
coverage in rural area and Digi has the worse coverage.
PART E PROMOTION
As a smaller telecommunication players, U Mobile, are relatively quiet and tend to be followers
of promotions launched by Maxis, Celcom and Digi.Due to little differentiation in products and
pricing, 3 major telecommunication players in Malaysia, namely Maxis, Celcom and Digi, have
constantly introduce new promotions to excite the Malaysian market. Cheaper post paid plans,
partnership with Blackberry, I Phone, social media such as whatsapp and twitter, bubble talk,
unlimited music download and other promotions were among the few promotions ran to attract
new or retain existing customers.

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CONCLUSION
Hence, it is important to let U Mobile practice strategic management process, by analyzing and
evaluating strategic analysis, strategy formulation and strategy implementation in order to
achieve corporate goals and objectives. Apart from this report, the author had learnt how to
analyze and identify the general and competitive environment to formulate the strategy.
Besides, the author had learnt and used scenario planning to identify the possible future, in
order to analyze the SWOT analysis and PEST analysis. By using both analyses, U Mobile had
analyzed the strength to support the organizations goals and understood the environment
methods which were always changed. Due to strategy formulation, the author had learnt how to
formulate the strategy by analyzing business level strategy and corporate level strategy in order
to expand the business and market share. Lastly, strategy implementation is the last part of the
process which helps the U Mobile to identify the organization structure and organizational
culture, in order to improve leadership and strategy control system. Without the strategic
management process, it is hard to let organization grow business and position in the market,
while hard to compete with the competitors in the industry.

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REFERENCES

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3. MIND TOOLS. (2014). Retrieved 2016, from
https://www.mindtools.com/pages/article/newTMC_05.htm
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http://marketingmix.co.uk/
5. UK ESSAYS. (2015). Retrieved from
https://www.ukessays.com/essays/marketing/analysis-of-major-players-in-malaysiantelecommunication-industry-marketing-essay.php
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