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4 Technological Environment¶cc$c 2.2.2.2.2.2.3 Bargaining Power of Supplierscc&c 2.1 Porter¶s 5 Forces Modelcc%c 2.4 Threatscc 2.1.1 Economic Environmentcc"c 2.2.2.2.2.1 Strengthcc 2.2.2.2.2 External Environmentcc"c 2.2.3.1 P1-Business Positionc"c c c .5 Threat from Substitute Productsc'c 2.1.3 Social Cultural Environmentc#c 2.1.1.3 Products and Services Definition of P1 WiMAXccc 2.3.2.1.2.2.1.1.2 Weaknesscc 2.2 Threat of New Entrantscc&c 2.2.2.3.2 Political/Legal Environmentcc#c 2.2.2 Competitors Analysiscc 2.2 Near Environment Analysiscc%c 2. Visions and Objectives of Packet One Networksccc 2.2.2.3 SWOT Analysiscc 2.3.2.2.2.c ccc 2.1.2 Mission.4 Bargaining Power of Buyersc'c 2.2.2.2.1.1 Remote Environment Analysiscc"c 2.1 Rivalry among Present Competitorscc%c 2.2.4.2.2.3 Opportunitycc 2.1.1.2.2.

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0 Marketing Objectives.c 2.2.2.c#c 3.2.2. Strategies and Marketing Mixc$c c .3 GE Matrix Chartc#c 2.4.2c Market Attractivenessc#c 2.4.5 Buyers Analysis.2.2.

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competitor¶s analysis and SWOT analysis. this plan will identify several marketing objectives that must achieve within specific period. a mobile broadband modem.0 Introduction 1.3 Methodology This report will conduct a situation analysis that covers the internal and external environments. In addition. 1. This also includes financial budgets and contingency plans. Restrictions to attain latest information on P1 Networks are faced due to the resources and operations of this company. 1. a survey was conducted on 600 respondents is also used in this report.4 Limitations There are certain limitations of this report. that is this report is relevant based on the current situation and assumptions on nearest current future. These factors have direct impact on the marketing strategy and it will help P1 Networks to identify the appropriate strategy suggest to focus on.2 Scope of this report In this report the information used is mostly secondary data.1 Purpose The purpose of this plan is to recommend a marketing plan for the Packet One Network (M) Pty Ltd on its latest wireless broadband service. It¶s based on reliable and relevant. internet websites. academic journals. To understand the behavior of the consumers. This report will emphasize on strategy expanding the use of Wiggy. Porter 5 industrial analysis.c 1. c c . 1. online news article and textbooks.

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The mission is that they want to create a need or value beyond broadband. 2.c 2. video and other value added service for all communication needs´ (P1 WiMAX Malaysia. Green Packet is located in Malaysia as the head quarters for research and development of WiMAX technology. voice. This c c . USA. P1 Networks desire to ³offer non-stop cost effective data. This enables them to start their wireless broadband services at the beginning of third quarter in 2008. Visions and Objectives of Packet One Networks The objective of P1 Network is ³to be a leader in the wireless broadband industry thus the need to enable ubiquitous Wireless Broadband connectivity across the region´ (P1 WiMAX Malaysia. Therefore in Malaysia P1 Networks is the platform or the right arm of Green Packet Bhd in providing a wireless broadband internet service provider. P1 is the subsidiary of Green Packet Berhad which is a global technology company that was founded in Silicon Valley.0 Situation Analysis 2. 2008). It was established in 2002 and recently in 200[ the Malaysian Government had granted them one of the four licenses of 2.1. 2.3 Products and Services Definition of P1 WiMAX Mainly there are two main products/services that is provided by P1 Network in Malaysia that is the P1 WiMAX DS300 Shared Modem that is a shared and enables to get receiving¶s of wireless broadband access up to 50 kilometers from the main station. They want to be recognized as quality next generation product and services. Green Packet was established in the year 2000 which is also the developer of the next generation mobile broadband and networking solutions that wants to provide a seamless and unified platform for the delivery of user-centric multimedia in any conditions. California.3 GHz spectrum (Yu. 2008).1 Business Definition and Scope 2.1.2 Mission.1. 2008).1About the Company Packet One Networks (M) Pty Ltd or P1 is a company which provides city wide Wi-Fi services mainly in KL and is the first WiMAX broadband company in Malaysia.

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boost spending. political/legal. economic. The purpose of this is to consider the future as well as determine the opportunities and threats that each external environment factor is likely to create over the period of strategic plan (Reed. ³real GDP growth is forecast an increase from 5.According to a report by the Malaysian Institute of Economic Research an economic forecast in 2010 will sluggish and uneven ³given the worsening external conditions. 2009). Even with the depreciation of Ringgit.2. This means that the customers of P1 will be able to serve the net in the car.c modem can be shared by many users in the household and this save the cost of buying another external router. It is ³projected that Malaysia 2010 growth forecast will downgrade from 3. 2. This plan was introduce in November 2008 and "c c . support equity investment and fund off-budget projects´ (GMID. 2009). The funds ³will be used to help credit-starved firms.0% in 2008 to 5. 200[). 2009).2 External Environment Four main remote environmental forces impacting on the planning unit including. These are P1 Network¶s dynamic forces of change or out of control variables.1 Economic Environment The economic condition in Malaysia currently slowing as household incomes and business activity decelerates due to the effects of current world economic down-turn. multiple out technology which utilizes multiple integrated antennas to offer better throughput and better coverage´ (The Star Online.1. ³the device can be attached to a notebook and will allow users to surf on the move´ (The Star Online. 2009). it is likely that Malaysia¶s growth would deteriorate as it takes the hit from the knock-on effects of a flagging global economy´ (MIER.To support the struggling economy the government is implementing two sizeable stimulus programs.multiple in.8 percent´ (MIER.3 per cent to 2. bus any time anywhere within the range provided. 2009). Malaysia is still not in a recession period as compared to Singapore or United States.2.1 Remote Environment Analysis 2. 2009). train.2% on 2009´ (GMID. 2. and socio-cultural environment is to be analyzed. The second is the latest the Wiggy. However. The Wiggy features ³MIMO.

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1. With the new leadership of the new Prime Minister Najib Tun Razak.31 million.10 (US$20. ³66 people were cheated out of RM[3.2 people per square kilometer in 1980´ (GMID. However looking at condition is likely to conclude that the economic shows uncertainty and this may affect P1 Networks as an internet service provider. it is hope that he will be able to steer the country thru the bad political and economical condition. The other reason is also regarding the law of consumer protection.2 Political/Legal Environment In 2008. 2009). In relating to the broadband service. Thus in 4 years to come the Malaysian political system may change in 2013 projecting the opposition will be able to retain power. 445.54[) when trying to buy online cosmetics from a website named ³Big Pussycat´ (GMID. 2. ³density was 84. In 200[. online shopping is one of the many values that is provided by the internet. 2009). political uncertainty and immature cyber law regarding consumer protection may affect the way broadband is used in Malaysia. (Refer Appendix A) 2. ³Malaysia is still in its infancy regarding online shopping.2. By the #c c . up from just 42. Malaysia political environment had change substantially due to the results of general elections. 2009). Thus for P1. The popularity of the new premier is largely due to ³his economic liberalization agenda that has revoked some pro-Malaysian policies´ (Whelan. ethnic marginalization and inflation´ (Whelan. 2009).2. the population is consisting of 2[.3 Social Cultural Environment The population of Malaysia has increase at a steady upward level in recent years. however this is likely to change due to lower broadband prices and the government's commitment to 50% broadband penetration by 2010´ (GMID.1. 2009). 2009) but this may be short lived. According to Euro-monitor International. The political outlook in Malaysia may be seen as uncertain. In terms of density in 2008. The Barisan Nasional ³unprecedented losses were largely blame due to the ex-Prime Minister Abdullah Ahmad Badawi for failure handle issues such as government corruption. Recently.1[ million and in 2009 this number has increase to 28.c this ³will help to boost the boost the GDP by 9% in 2009 and 2010´ (GMID. Approximately 26% of the population is consist to be between teen and working adults.1 people per square kilometer.

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In addition based on the 2008 budget it shows that 50% of the spending will be on the campaign broadband penetration by the year 2010 (Business Monitor International. (Refer Appendix B) 2. ³Online activities appear across the 15-64 groups. 2009).4 Technological Environment¶ The diffusion of technology innovation in Malaysia has dramatically increased in recent years. the Consumers Association of Penang has put the project on hold until is proven safe.9%´ (GMID. the storage space at minimum is at 2 gigabyte and this had replaced the use of CD-ROM that can only store [00MB. Malaysian youth (aged 8-24) enjoy games. 2009). (Refer Appendix B) The digital trend as observed on July 2009 by Euro-monitor International. Its chief minister said that they are willing to cancel the project within a day if non- governmental organizations can proof there is elements that can affect the health of the public (GMID. there are 5 key trends that shape Malaysian. 2008). despite some significant downside risks to the economic environment´ (Business Monitor International. A very easy way to see the increase in IT technology is thru the storage space available in the market. Health concern also has rise substantially.9% in 1980 and today it is around 62. The ³degree of urbanization is increasing at a steady pace and urban share in total population was 40. By 2020. ³an estimated [2. listening online music and social networking sites´ (GMID. 2008). In addition ³women are the biggest online shoppers while men focus on downloading. These changes can be clearly seen in the IT sector based on Malaysia¶s IT spending.4% of the total population will be living in urban areas´ (GMID. 2009). (Refer Appendix D) $c c .[ per square kilometer and Kuala Lumpur will be the most populated area. The Malaysian Information Technology 3rd Quarter 2008 reported that ³the compound annual growth rate should grow of 9% over the 200[-2012 periods. the population density will grow up to 99.2. In relation to the WiMAX development by P1 Networks in Penang.1. From flash drive to hard disk. downloading and chat rooms the domain of youth aged 20-24´ (GMID. 2009). with user-generated activities such as instant messaging.c year 2020. 2009).

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1.5 and 5.1 Rivalry among Present Competitors Rivalry comes into action when there are close substitute products offered by firms in the same industry (Walker. Mullins.6 million users in 2003 to 16.8 GHz spectrum band´ (Vlachos. In addition. For this industry the revenue never seems to fall. Celcom Broadband and Digi Broadband. In 2003 the revenue is RM 18 billion and in 2008 this number increase to RM 26 billion Ringgit.3ghz spectrum band and with higher frequency meaning that more coverage and in result to more subscribers. In 2003 the subscribers were only 110400 but in 2008 the numbers had increase in a geometric aggression to 1. P1 WiMAX¶s close and direct competitors are basically Maxis Broadband.2.2. WiMAX services can be extend more to hot spot areas such as universities. Other statistics also show an increase such as the Malaysian Broadband users. 2. These broadband companies in Malaysia offer various attractive packages %c c . 2008).2.2 Near Environment Analysis 2.9 million users in 2008.1 Porter¶s 5 Forces Model An attractiveness of an industry is determined by Porter¶s 5 competitive forces. (Refer Appendix D) Total telecommunication revenue in Malaysia shows a positive upward trend. 2006). & Larreche. By highlighting the 5 forces. ³in the near future key access technologies that will be pursued by many new entrants will be FWA and in particular Wi-Fi and WiMAX that rely on the 3. 2008). The initiation of Multimedia Super Corridor (MSC) in 1995 was a leap to create an information age and many programs were assisted thereafter. ³The government¶s High Speed Broadband initiative will help boost demand for internet services when it is completed in 2012´ (Business Monitor International. This shows an upward trend of internet users and it will increase higher in coming years.c The WiMAX technology in particular has also room to expand its capability. Based on a research in the European market.Currently P1 WiMAX is using 2. The use of internet has had a significant impact on Malaysia over the past several years. airports and rural area without telephone service.2. The number had doubled from 8.4 million users. This shows that the rapid increase in technology had contributed to the revenue. 2. a company can verify its industry¶s attractiveness factors.2.

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2009). They are Packet One Networks (M) Sdn Bhd. In this case.2.2 million of broadband internet subscribers in the recent year (GMID. Thirdly. Based on the Euro-monitor. Despite the competition.409.1. 2009). Mullins. Take note that although the products are differentiated.6 million in the recent year (GMID.4 million of broadband internet subscribers in 2003 and there are exactly 1. the Group¶s (Green Packet) revenue has seen an increase of 36. REDtone International Bhd. only four WiMAX licenses are available in Malaysia. there is a very high growing demand for broadband services among consumers. the power of suppliers increase especially when the price of substitutes are high and when the switching cost of suppliers are high (Walker. YTL e-Solutions Bhd and Asiaspace Dotcom Sdn Bhd (Tan.5million to RM56. It was 4. 2009) Secondly. packages and improve on its internet speed as well as customer services. the capital investment in telecommunications increases every year. When there are limited suppliers in a particular industry. & Larreche.40[. 2. However.645. 2008). 2.2.0 million in year 2003 and its 5.2 Threat of New Entrants The threat of new entrants in the broadband industry can be relatively low mainly because it requires high investment cost in coming up with the appropriate technology that fits the products (i. further grow or perhaps be the market leader in future with the WiMAX technology if it takes continuous action to improve. 2009). hence it is possible for some new entrants to venture into the broadband industry in near future.5million in Quarter 2 2009 compared to Quarter 1 2009 (Zoldan.e. The company needs to come up with better products. There were 110.3 Bargaining Power of Suppliers The third industry attractiveness factor is concerned over the number of suppliers in the industry.1% from 41. P1 WiMAX have low bargaining power with suppliers mainly because there are not many &c c . it is found that there are limited numbers of suppliers that support broadband services in Malaysia.1. This indicates that P1 WiMAX can remain competitive. it does not promise that customers will not switch to other brands even if their switching cost is low.c and internet speed that are always in demand by customers.2.2. Wiggy & modem) and network system in Malaysia.

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2008). which easily allows P1 WiMAX¶s customers to switch to other broadband at anytime with a low switching cost. bargaining power of buyers basically depends on the supply and demand of products (Photopla. 2. If the particular product is relatively important to the buyers and they have a low income.4 Bargaining Power of Buyers Bargaining efforts of buyers are based on buyer profitability and switching cost (Walker. leading the buyers to a higher bargaining power. The increasing area coverage may attract more buyers in future.2. the bargaining power is generally more aggressive (Walker. 2008). 2. To overcome this threat. it gains a strong market position (O¶Connell. There are a number of broadband companies in Malaysia as mentioned above. When there are more buyers. This shows that P1 WiMAX¶s buyers have high bargaining power. P1 WiMAX must ensure the best quality of internet connection. 2008 ). customers can always choose to go for wireless internet service such as Streamyx or simply go to cafes such as Starbucks that has Wi-Fi for internet connection. For instance. and Cisco.2. Some of the few well known suppliers are Green Packet. There are quite a number of substitute products for P1 WiMAX.5 Threat from Substitute Products It is studied that when a product or service is not easily substituted. 2008). Finding for suppliers that provide the appropriate technologies for P1 WiMAX could be challenging in Malaysia and the switching cost of suppliers is expected to be very high. & Larreche. networks and communication towers in Malaysia. However.2. Huawei. the buyers tend to have more power to influence the sellers in setting up lower prices (Ezine Articles.1. Hence. & Egeraat.1. product differentiation in terms of technology used as compared to other players plays a major role in retaining its customers and attracting potential customers. Mullins.2. Lancy.c suppliers that provide materials or telecommunications equipments such as the software. suburban and rural areas within five years (Caroline. Mullins. 200[). It expects to provide WiMAX coverage to 60 percent of the nation's population including urban. & Larreche. speed and service are offered to its customers and 'c c . 1999). It is stated that P1 plans to provide WiMAX coverage to 40 percent of the population (10 million people) by the end of 2010.

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in long term. All four companies compete and target the same consumers which are mainly on the go internet users. It would be a lot easier for Maxis to reach out to the market to sell the broadband service as they have already establish their name and trust in the eye of their phone users. Based on an article. 2009) These competitors are not strong competitors as they are currently not utilizing the WiMAX Wireless Service.2 Competitors Analysis According to Rouach and Santi (2001). It is stated that P1 WiMAX is the winner and it is three or four times faster when downloading a file from web. 2. Maxis currently hold the largest market share in the wireless broadband market (need to find evident to support). Maxis is the market leader in the Telco service provider. competitor analysis can be defined as ³the collection.2. offering affordable or reasonable price to its customers as compared to the alternative products is crucial. the product they sell are for the same use which is broadband wireless service. As an establish Telco company in Malaysia. Celcom and Digi.c prospects. comparison between P1 WiMAX 1. c c . Even though the three competitors are using a different technology which is the high speed 3G network.2. it seems that P1 WiMAX may be able to eliminate these substitutes as its threat. streaming on YouTube and Bit-torrent (cglow. There is only four WiMAX licenses that was granted by the government to four different companies (Loh. they are still a treat to P1Wimax if they all built up and compete in the market share with P1. However. 2008). processing and storage of information and its dissemination to people at all levels of the organization in order to help shape the organization¶s future and its protect it against current competitive threats´. P1Wimax is a broadband company that uses the WiMAX technology. P1 WiMAX who is relatively new in the market constantly hold promotions and currently set its products at a moderate price level so that most customers can afford and able to enjoy the broadband service at a reasonable price. At the same time.2MB and TM Net Streamyx 1MB were made. P1¶s strongest competitor would be Maxis. Anyhow.

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among all direct and indirect competitors. Based on the ratings done. 2. thus by just having the modem.2. In the new era. Please refer to Appendix I for the ratings chart. build the brand and start generating sales and good word-of-mouth. users can surf the internet throughout Malaysia including Sabah and Sarawak while the WiMAX license that is issued to P1 is to provide WiMAX services is peninsula Malaysia (Loh. 1 being the worst and 10 being the best. The most common used internet connection is Streamyx. almost every household has internet connection in their home.3 SWOT Analysis A SWOT analysis is conducted by organizations to examine their internal strengths and weaknesses as well as external opportunities and threats.c The three main competitor is using a 3G network as the broadband connection. Given the rapid growth of the broadband. should focus on building its brand as although it is a market leader. brand building and c c . However. Rowley & Armandi (200[) also noted that the analysis is also used to determine if the firm¶s internal capabilities as well as core competencies would allow growth and if the market would also sustain growth. there is a large opportunity which should be taken advantage of hence a need to capture untapped markets. There are a lot of shops and restaurants that currently offering free Wi-Fi to its customers. m-commerce and e-commerce industry. Sherman. Rowley & Armandi. Streamyx is an internet broadband provider via local telephone connection. The scale will indicate which is the greater strength or opportunity and which is the biggest weakness or threat to P1WiMAX. 200[). Streamyx can also be used via Wi-Fi connection with a router added onto the modem.2. the amount of market share held is still very little. Thus internet users can surf the internet for free in this places. The ratings are done on a scale of 1-10. It is an evaluative tool used to develop an organization¶s strategic profile and determine realistic delimiters in order for the company to formulate a successful strategy and sustainable competitive advantage (Sherman. 2009) Another competitor or P1 will be Streamyx. Streamyx main targets are home users. Potential customers of purchasing wireless broadband will reduce as they are able to access free Wi-Fi in many places now.

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3. This makes it a much more suitable choice given the local weather. coverage is still not optimal especially in East Malaysia.2.2 Weakness Èc Coverage ± Only 35% of Malaysia As P1¶s WiMAX service is still relatively new and in the process of being fully implemented. This helps boost P1 as they can learn from their parent company.2. and gets its technology and designs from Green Packet. c c . Èc Packages offered are not as value for money P1¶s packages have Competitors such as AMAX offer unlimited bandwidth (no fair use policy) and the early termination fee of RM999 is over the top and not many people would accept such a term (Packet One Networks. a technology company from Silicon Valley.1 Strength Èc First mover & market leader advantage Packet One (P1) is the first telecommunication firm in Malaysia to deliver WiMAX services to the public (Malaysian Country Pulse Broadband.3. P1 is expanding and hoping to reach 50% coverage for Malaysia but the current low coverage of 35% leaves a gap and opportunity for competitors to move in (Lai. 2009). Èc Technology transfer or sharing from parent company Green Packet P1 is a subsidiary company of Green Packet.2. 2009).2. 2. 2009 & P1¶s service getting broader. 2. 2009). 2009).c capturing a new market is also a focus because the competition represents a large threat to P1WiMAX. Èc Lower susceptibility to interference WiMAX is also less susceptible to interference from the weather such as rain as compared to other wired and wireless broadband (Lai.

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3. This will put them ahead of their competition as well as help to establish credibility and reputation. it will be able to capture the lion¶s share of the market.The increase of broadband users is also a sign that the market would be ready for P1 WiMAX if the service and promotions are implemented successfully. broadband. Èc Increase of preference for mobility.3 Opportunity Èc States going wireless ± Penang deal with P1 This provides opportunities as P1 may be able to take advantage of this need and be the most widely used. P1 will find it much harder to penetrate that market without heavy investments in promotions and improving their services or REDtone¶s service deteriorates. m-commerce and e-business The boom of e-businesses and m-commerce.4 Threats Èc REDtone is heavily investing in East Malaysia With REDtone heavily investing and focusing in East Malaysia (Loh. time consuming and inefficient option. This creates an obstacle for P1 whose objective is to be the leader in the wireless broadband industry (Packet One Networks.3. If P1 is able to build a strong brand name. 2009).2.c 2. 2009). excellent reputation and services. doing things on the go and online connectivity (GMID. This is due to the increasing preference for full mobility. REDtone has managed to establish themselves and build credibility there. xc Technological advancement ± MIMOS WiWi The new MIMOS WiWi allows for better penetration into the broadband market such as being able to reach rural areas where pulling cables are a more costly. doing things such as paying bills online and being on the go creates an opportunity for P1 as the trend is to utilize and makes the best of all the time you have. known or eve sole provider in the state.2. Èc Competition (refer to Appendix A) c c . 2009).2. 2.2.

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"c c .c P1 only offers 2 portable WiMAX packages. P1¶s position is growing everyday in such a dynamic market. 2009). As a new entrant to the market. P1 is deemed to have µmedium¶ business unit strength (Business Monitor International.2. 2009). Free Wi-Fi services are also available to cater for the increasing preference for full mobility in many places such as F&B outlets such as Starbucks. P1 enjoys moderate market share. All factors considered. McDonalds. people may not want to pay for a wireless broadband when options such as wired internet in the office or at home is available. REDtone WiMAX and Asiaspace¶s AMAX (Loh. Aside from that. the Wiggy and the Wiggy 69. P1 is seen as a company that has medium business unit strength. As there are only 2 packages available. 2.2. it tends to be either more unstable or does not have extensive coverage.1 P1-Business Position P1WiMax endeavors to bring satisfaction to its customers in the form of the new generation WiMAX technology for mobile broadband users (P1. As such. Aside from that.4. Èc Preference for wired broadband and free wireless services As wireless broadband is still not very advanced. Secret Recipe. Since P1 is a relatively new entrant to the broadband industry its relative profit margins in comparison to its competitors are moderate. the competition offers a much wider range of packages and some even cater to the ³in between´ market. each package is placed on two extreme ends. more competitors are also appearing from the 3 other WiMAX licensees YTL¶s Y-Max. Old Town cafes and the Papa Rich franchise. 2008). There is currently no package catering to the in between market ± those who do not mind paying a bit more and getting a slightly higher speed than that offered by Wiggy 69. brand equity is favorable. with impressive growth in its market share. one with a very low speed and the other with a significantly higher but also higher price tag.

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Under need. Under this stage.4. it¶s up to the buyer whether they want to purchase or not. information search and evaluation. newspapers.2. at home and other public places thus they don¶t need to use Wiggy. Buyer¶s analysis is a framework that is often used in their decision process which in this case is regarding the purchase of Wiggy. The evaluation that buyers normally assessed is the Wiggy¶s speed. brochures.2c Market Attractiveness The broadband market in Malaysia has been somewhat monopolized with the partially government owned µStreamyx¶. Under the pre purchase decision. This lack of competition has caused a lack in quality of product. If they chose to purchase the Wiggy. 2. With P1¶s WiMAX offering.5 Buyers Analysis. As more tenders are released to smaller projects such as P1¶s WiMAX product. specifically by building selectively on strengths. reliability and whether it suits their need. According to Reed (2009).2. P1WiMax will challenge for leadership in the Malaysian mobile broadband market.4.the-go. this would suggest P1WiMax is at a stage where it is ready to embark on an ³Invest to build´ strategy. and reinforcing their more vulnerable areas. buyers will find a reason why to purchase Wiggy recognize the need to access the internet on. 2. the need. Sometimes a buyer might think that they have free internet access at work. there are three criteria. After evaluating.c 2. the satisfaction they will get is faster connection #c c .2.2. These significantly weighted factors when determining industry attractiveness in the GE Matrix cause P1 WiMAX to be situated in the µhigh¶ category. With more competition available it creates an opportunity for smaller firms and makes the market more attractive.2.3 GE Matrix Chart P1WiMax as shown above is positioned in the medium business unit strength/high industry attractiveness category of the GE Matrix. a greater sense of competition arises. The information about the Wiggy can be obtain thru the P1 Website. it has tapped a niche in the Malaysian broadband market and has hence enjoyed a high market growth rate on the back of saturated marketing techniques in a significant sized market. sales people etc.2.

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The longer the commitment of the buyers. larger bandwidth. this plan would double the amount to 160. Firstly the target market that can be captured is the college and universities students.3. reliable and stable broadband service. This can be done by value creation to the Wiggy by targeting segments which is not yet being focused by others. Strategies and Marketing Mix 3.c speed. However if the experience is unsatisfactory buyers would not be loyal and switch to another internet service provider. 3. However. the loyal they would be towards P1.1 Untapped Segment & Brand awareness As a new company.0 Marketing Objectives.2 Financial Objectives a)c To increase companies profit by increasing sales by 30% to ensure every from each dollar's of sales worth of a company's assets Marketing Strategy¶s 3. The best strategy to adopt is by using a blue ocean strategy that is to make the competitor irrelevant and to create an uncontested market place. it is important to have a specific student package that dedicates to $c c .1 Marketing Objectives The Marketing Objectives for this plan would be listed below: a)c To increase to 10% market share to subscribe the P1 WiMax Wiggy at the end of 3 month period.000 subscribers by using Wiggy.000 subscribers. b)c To increase 30% awareness of the company¶s position and brand to the mind of the consumers age 18-30. 3. P1 has 80. adopting a head on strategy with giant competitors will create price wars . c Currently.

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However. these strategies are interconnected and will complement each other to achieve the target objective stated above. Thus when they decided to subscribe. they will have to find the P1 booth and this might be hard. Road shows are the best way to reach the students. 200[). It is very important for marketers to understand its product position in the market to be able to undertake an appropriate  c strategy as well as gain competitive advantage (Reed. The stages are introductory.c serve the needs and wants of student and most importantly to create value for money. A prepaid system can ensure higher return because people will constantly reload their Wiggy. The use of newspaper. P1 does not have a physical outlet like Maxis. This will compliment the first strategy because we know that students often reload their hand phone. The road shows will explain on the student primarily on the student package. and decline or life cycle extension.   c 70 c 1  + c ) . Overall. growth. Celcom and DiGi. 200[). is by introducing the first internet service provider by to adopt the prepaid payment system. To create brand awareness. This also will compliment the prepaid system strategy. The road show will reach areas such as universities/colleges and exhibition in shopping malls and other attractions across peninsular Malaysia.4 Product Life Cycle Product life cycle (PLC) is basically a concept about the life of the product and progress through different episode of life cycle stages (Reed. this will require mass media. As we know. television advertisements are important to remind the consumers on P1 latest package. Thus the strategy to overcome the issue is by selling the Wiggy start up package in selected [ elevens. maturity. not many students will subscribe to P1¶s Wiggy on a road show basis because they will to think and ask their parents for approval etc. 3. Secondly.

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three main segmentation bases will be used. 000. 2002). Therefore it can be categorized at the introduction stage of the lifecycle. All respondents are chosen based on their most 0  knowledge of WiMAX technology. user related. The second variable would be income. Ampang. There are many types of buyers with different needs and wants thus it¶s easier to build a profile by segmenting them.000 but for the period ended June 2009 it doubles to MYR 9[. 3. psychological. Targeting and Positioning Segmentation is ³a process of separating customers into groups with different characteristics. 403 respondents age 21-30 are aware about the difference of WiMAX technology and other broadband. Klang.c The Wiggy was introduced in early April 2009 and only 6 months in the market.5 Segmentations. Damansara. [89. Other age group such as below 20 and 31-40 shows a gap on their level of awareness. This is either they are not technology savvy or they don¶t require WiMAX technology. and other Kuala Lumpur areas.959. Subang Jaya. 200[) The first variable that will be analyzed of the demographic segmentation will be age. education and occupation. Even the Wiggy sales are not define in the financial statement but we can assume that the positive impact of new product initiatives (Wiggy) had benefited the sales of Packet One. The survey results are summarized below: Demographic factors is said to be the most popular bases for segmenting customer groups because it helps locate the target market and customers needs and wants differ closely with the variables demographic offers (Kotler. The cumulative for 6 months period ended for June 2008 is MYR 44. Shah Alam. Some of the bases for segmentations for consumer markets are geographic. a survey had been conducted. socio- cultural. In order to get accurate information on the current broadband users in the market. For the purpose of identifying in relation to the Wiggy. benefit and hybrid segmentations. This can be reflecting on its quarterly financial performance of Green Packet. From the survey result. Kepong. Gombak. behavior and needs´ (Chin. Age is an important criterion as this determines what type of product or services that are purchase. Puchong. Income has always been used by marketers as a strong indicator of the ability for a &c c . A total of six hundred and fourteen (614) respondents had been participated from many areas such as Sunway. psychographic.

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8 & of the respondents surf the internet for more than 8 hours a day. if Wiggy successfully does connects to the internet in the time and place the consumer desires. This is likely that they are still studying or likely just started their career. P1 should target consumers who are actively uses of the internet outside their home. Overall. 2008).effect relationship (Schiffman.[ % of the respondents are undergraduate.1 %. From the survey 41.8%. 35. Thus this are the likely targets that P1 have to take into consideration The second base is the user situation segmentation that is to understand the objectives. Finally the third segmentation base is psychographic/lifestyle segmentation is basically ³dividing market into the basis of lifestyle and personality´ (Kotler. From the survey 32. and in shopping malls. Thus overall. An 'c c . social networking and other entertainment activities. 16.3 % have diplomas qualification. The trend of surfing outside of the house started when many of these public areas are equipped with free Wi-Fi services.of the respondents uses the internet for downloading. in school/ university/college. This segment is relevant to the benefits sought for product because the usage of the product is affected by the time and location that it is going to be applied. The uses of internet are knowledge they acquired thru their participation in completing an assignment or task in their courses. P1 can use this indicator influence the consumers to use Wiggy to match to their usage.4% uses for study purpose.2 % of the respondents do surf the internet outside their home such as in café. The level of information that they receive is more due to their various sources of media in their environment.c consumer to afford to purchase goods and services (Chin. The survey also shows that 29. degree/ professionals and 35. 200[). Therefore is important to make the Wiggy more affordable. they will subscribe to Wiggy.Eighty percent of respondent has an average income about RM3000 and below. income and education come hand in hand and tend to be closely related due to the cause. The location of using internet is also an important variable. This is probably they use it during work and study hours. surf location and duration (time) of using the internet. Occupation.5% of the respondents use internet for work purpose and 2[. 2002). High level educated people seek out information more than low level education people. Fifty seven percent of the respondents are also students followed by professionals in both private and public sector amounts 31. They can instill the notion the suitability of Wiggy in certain situation.

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they sometimes resemble similar taste on brands or product´ (Orth. always on the go. This show the consumers wants a higher speed because of their busy and hectic lifestyle. P1 has to position themselves in the mind of consumer as a high speed broadband service.in College. In this case P1 has positioned ³›  0 0   ›   . 64% respondents prefer to high speed internet access from their broadband.. 2008).c individual ³consumer¶s lifestyle and personality is different however based on their demographic profile. Café. Education Status College. Universities. From the survey. Therefore P1 have to ensure that the speed of the Wiggy must be fast compare to other competitors. Positioning is all about how a company wants to be different in the market place.1% prefer to have connection stability and 2% prefer value for money broadband service. The target market for Wiggy is based on the profile below: Segmentation Variable Target Age 21-30 Income Below RM 1500 Occupation Students. Institutions Location Outdoor. School Lifestyle Busy and Hectic. 2004). From this 1[. A target market consists of a set of buyers that shares common needs or characteristics that the company decides to supply (Schiffman.

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In an over communicated environment. service quality (speed & stability) and price (value for money). consumers preferred on two criteria. 2008). the message that P1 should focus on is to present a simplified message and make them consistent with what consumer really believe. c c . Based on the survey results. As for P1. Consumers will simply shut out any inconsistent with their knowledge and experience.  ´ (P1 WiMAX Malaysia. they the first to introduce WiMAX technology are the first but in terms of other broadband providers they are relatively new. It¶s quite difficult to change the impression after it is formed thus the easiest way to get into the consumers mind is to be the first.

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c Referring to the perceptual map below. This is due to the coverage area and its other limitation. The Wiggy has been position its self as µon-the-go¶ but in actual case it¶s not able to support on the go as compared to Maxis Broadband and Celcom 3G.  . The P1 WiMAX is currently has a good quality for money but low in quality and services. the vertical axis relates to the quality of the service and the horizontal axis relates to the value for money.

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1 Promotion Promotion refers to the set of planned activities used to communicate a product or service¶s merits and persuade the target market to purchase it (Kotler. Burton & Armstrong. This basically refers to the activities P1WiMAX will use to inform the public on the Wiggy¶s values as well as persuade the target audience to try or purchase the Wiggy portable USB broadband. c c .0 P1WiMAX Marketing Tactics 5. P1 has numerous packages and offer a larger bandwidth compare to other providers. 2006).  However in terms of value for money. Thus P1 will have to move up the ladder to positioned them self towards higher quality service in order to compete with others. Brown. Adam. 5.

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several potential customers are given half an hour to play an online game from local and international servers.1.c 5. Kedah. Each weekend team has a 10 person staff while the weekday team consists of 5 members and a large ³Wiggy mobile´ transport them from place to place. Lastly. large banners and posters will be used on site with several smaller posters of Wiggy devices on bright purple or green backgrounds will be posted up in the surrounding area to direct the flow to the event. They are given a chance to win one out of three 3-month rebates for normal package subscriptions weekly. In order to attract more attention to the event and service. In the stability test. a kiosk and several promoters will be set up if there is none nearby for potential customers to enquire for more information or subscribe to the service. For further Promotion and advertising. the staff will wear purple or green polo shirts bearing the P1WiMAX logo with coordinating face masks bearing a large picture of the Wiggy device and announcements made by an emcee and the mall¶s announcer. Johor. the other promoters will hand out brochures. The road show events cover a speed test and stability challenge. Two teams simultaneously hit two different spots each in each zone a day during the weekdays and one team for the weekend. potential customers are challenged to test out the Wiggy service by surfing the net. 1999). a lucky draw contest is held for those who subscribe on-the-spot. each plugged in with the Wiggy USB modem. The ³Wiggy mobile´ is painted with the P1WiMAX colours and logo. Perak. Penang. At the same time. manned by one promoter each. downloading a song or streaming a video on the 3 laptops set up.1 Events Event marketing will be carried out in order to boost awareness. When they leave the area. In the speed test. trial and purchase of the Wiggy. It will progress from zone to zone. Pahang and Terengganu. This is only held in universities between Mondays to Thursdays while the weekeneds will be reserved for malls. Events carried out are road shows in different areas. The Wiggy road show will hit middle class malls such as 1 Utama and Mid Valley Megamall shopping centre and private education institutions such as Sunway University College. The current locations can be referred under the implementation section. such as Kuala Lumpur and Gurney Drive. Events refer to entertainment occasions performed in front of a live audience that displays a unique picture of how a product or service can be promoted through different mediums (Erickson. attend to enquiries and handle on-the-spot subscriptions. The serial number of the purchased set will be used for the computer to generate the lucky draw winner. The road show will be held in states where P1WiMAX has coverage ± Selangor. Kuala Lumpur. c c . These events expose the target audience and provide direct contact with the sales staff as well as experience the service.

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The uniforms. Given the current occupation and average income derived from the research conducted. The logic behind the location choices is because these places are often frequented by students and young adults. This method is used in order to demonstrate and promote the stability and speed of P1WiMAX. A road show is chosen in order to maximize the reach and impact of the promotional campaign as the people would be able to interact and participate in the events. 5. The franchise managers will be approached and the simple process explained to them in order to get consent. it is noted that many heavy internet users have an average monthly income of less than RM3000. the first 150 people at each road show who leave their contact details will win a P1WiMAX lanyard. Once the users get a feel of the WiMAX technology P1 provides. The lucky draw on the other hand is used to serve as an incentive to the public to immediately subscribe on the spot. The current system used will be replaced with the P1WiMAX Black Box and brochures for the Wiggy service will be placed at the counters or magazine stands.1.2 Service availability in F&B outlets Another way to promote Wiggy is by making it available in F&B outlets such as Starbucks and Old Town branches that are under P1WiMAX¶s coverage. banners and posters are used to capture attention. the target market concentration is higher at and will most likely frequent malls like 1 Utama over Pavilion and trust and purchase IT related products from IT malls such as Digital Mall over buying from shops in ordinary shopping malls where products are not as low priced. The gaming part of the stability challenge will allow the public to see that even with continuous use of the service. The student packages will also be used in the road shows. is chosen to emphasize and send the message to the potential consumers that the service truly is fast and stable. hence increasing brand awareness and recall. the chosen target market. This makes the event more memorable. spark interest and curiosity and lure potential customers to the event. The challenge is conducted in order to convince the public of the validity of the service¶s claims. As such. the speed and stability test challenge. It is used as a reward for P1¶s wished-for behaviour of the public. The main event. Any service can claim that they are the cream of the crop but a challenge will truly capture attention as the public and sceptics are given a chance to prove the claims wrong. Three teams are deployed simultaneously to cover more areas and increase reach. The ³Wiggy mobile´ serves a dual purpose of transportation and further to advertise and promote P1WiMAX and the Wiggy.c Additionally. Speed and stability are chosen as marketing points as the research showed that these two factors were more prioritised. the connection will still be stable and unaffected by long usage or even the weather. they will be more c c .

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building awareness. WiFi services and prices. Both franchises attract the student target market.c easily convinced to make a purchase if they are able to experience a product or service first hand as they will make the judgement on their own. F&B outlets are selected as it is not only a hang out place but a place where those who wish to surf the net can do so in comfort as food and beverages are served there. It is more convenient than using the cyber café and it also provides a change of atmosphere from surfing the net at home. reminding the public and creating interest in the Wiggy portable USB modem service. Thus the name and device will always be easily seen. the distribution of these outlets is wide and it is easy to find a Starbucks or Old Town café. The two F&B franchises are chosen as many people patronize the outlets not only for the food and drinks served but also for the ambience. Furthermore. Starbucks for those who are willing to spend more and Old Town for those who often frequent the place or those who do not wish to spend as much. the office or in an educational institution. Ñ  cc .

. Building a product to consumer relationship with this demographic is extremely important. The following tactics are designed to attract consumers to P1WiMax and ultimately retain them as end-consumers. price-offs and bonus packs. 200[). With students sometimes paying up to RM26. sales promotion goes a long way to add value to the product and hopefully in turn retain a higher percentage of their customer base.000 per year on higher tertiary education fees. Belch. 2009). Kerr. the three main activities pursued will be premiums. affordable is most attractive. a mobile internet service that is fast. or the ultimate consumer with the primary objective of creating an immediate sale´ (Belch. The student market for mobile broadband is significant and forms the key demographic of the target market. however many marketing communication strategies adopt sales promotion as an ³integral part´ of their strategy (Reed. reliable. portable and most of all. Whilst there are various sales promotional activities available to marketers. "c c . The current P1 Wiggy plans and packages are listen in Appendix J . 2009). distributors. c Communicating the benefits to the end-consumer of a mobile broadband product often needs a µsweetener¶ to entice the consumer to change their provider or sign up for the first time with a new provider. Adding value and an incentive to purchase to the end-consumer is the key role of sales promotion. Historically sales promotion has been used to boost short-term results. With a general push away from brand loyalty (Belch et al. & Powell. An important goal for broadband providers and all companies in general is customer retention. Sales promotion is ³a direct inducement that offers an extra value or incentive for the product to the sales force.

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Finally. Èc Differentiating the student plan from the ordinary 12-Month contract plan would be a wavering of the RM299 upfront payment for the µWiggy¶ portable modem. The greater the perceived value is in the mind of the consumer. an exclusive package deal for µstudents only¶ would include the following: Èc 12-Month short-term contract. Essentially. it instils a greater sense of value for upsizing. 2009). Refund offers can also encourage repeat purchase´ (Belch et al. In offering two free months for the more advanced package. By making the 12-month contract more attractive the student¶s interest will be garnered. mouse pads and coffee mugs all bearing the P1WiMax logo. Èc For students registering for the µWiggy*¶ package. The premium mentioned is a µWith-pack premium¶ in that it ³accompanies the product´ (Reed. 200[).c As an incentive for students to sign up to P1WiMax¶s µWiggy¶ package. which is RM69 a month with a download speed of up to 800Kbps and a fair usage threshold limit of 5gb. a shorter term contract would be more appealing to students as many students live in a dynamic environment and value their freedom of choice. the student 12-month package is treated as a regular 24-month package.. the last month of the 12 month contract would be free-of-charge. the last two months of the 12 month contract would be free-of-charge. A premium is an ³item of merchandise that is offered free as an incentive or bonus for purchasers of a particular product´ (Reed. Admittedly.. Èc For students registering for the µWiggy 69¶ package. By offering a free month at the end of the lower level contract. In justification of the offer. it acts as an incentive for prospective student consumers. The premiums on offer would include ± pen drives. Èc A premium offered to students whilst stocks last upon signing up. A perceived saving of RM299 on the µWiggy¶ portable modem instils a greater sense of value for money in the consumer. the premium on offer acts as the µicing on the cake¶. which is more expensive at RM149 per month with an improved download speed of up to 10mbps and a fair usage threshold limit of 10gb. the more likely that consumer is to sway towards the greater offering. potentially influencing their decision to sign a new contract with the company.. by wavering the upfront payment for the µWiggy¶ portable modem. the addition of a premium to the student package may not be #c c . 200[). The refund offered at the end of the student consumer¶s contract could be influential in inducing ³trial of a new product or encourage users of another brand to switch. it also finishes the contract with the student consumer in a positive way.

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Anywhere´ as explained below because there are so many [-11 outlets and they are opened 24 hours daily. The fact that these items will carry the P1WiMax logo is an added bonus in that it creates brand saturation and exposure peer to peer. As this message sinks in. The current prepaid plan utilized can be seen in Appendix K. so does the number of [-11 outlets carrying the reloads. Users will easily have access to easy reloads and be able to use the service whenever and wherever they need it. the student identity must be valid for at least 6 months of the contract period. Portability is clearly the aspect of P1WiMax that differentiates it from the competition. our campaign should emphasise our strengths. Outlets that carry the prepaid cards will have a large bright purple sticker bearing the words ³P1WiMAX available here (name of place)´.3 Advertising An advertising campaign based using a unique selling proposition (USP) message is how this product will be conveyed. 5. or to initially sign up with P1WiMax. The unique proposition will be based around the portability attribute of our product. As it is possible for people to abuse the benefits of a student package. in that only consumers that present a valid student identity will be eligible for the above package. the public will begin to know about Wiggy as well as consider it when they want to choose a portable broadband service provider. This will help build the brand as it will reinforce the message of convenience and ³Anytime.2 Place In order to increase availability and distribution. $c c . but it is also increase the convenience of the product. and as it has been identified P1WiMax are in a µBuild to Invest¶ stage. 5. Not only will the outlets be a form of promotion. the distribution and convenience of [-11 outlets will be capitalized on. a control system must be implemented. Only 100 outlets in major cities and towns under coverage will participate as a trial run to see if this plan will help achieve the goals and objectives of increasing awareness and usage. however the added value it carries may make the end-consumer happier with their purchase and hence greatly improves chances of customer retention and good word of mouth. The prepaid cards will be made available at the [-11 convenience stores that are within coverage. As convenience increases. Further. letting the public know where P1WiMAX has coverage. As the P1 WiMAX coverage increases.c the determining factor when a student decides whether to leave their existing internet service provider. so does the attractiveness.

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The shot in Butterworth shows the expansion P1WiMax are making into more regional centres. The ads will use both rational and emotional techniques. at this point his body position relaxes and a smile spreads over his face. The setting in this first shot is Bangsar. Bangsar. Television. Newspapers and Magazines. The television ads will be shown on free-to-air television channels as to gain maximum exposure.3. Batu Caves and Sunway Pyramid. the boy finds a place to sit. Utilising demonstration on a television ad is hugely beneficial as demonstration ³is the strongest technique for television as µseeing is believing´ (Belch et al. anytime. From there. takes his computer out and starts using the internet. The rationale behind this is clear. The Petronas Towers. The main execution will be a demonstration type feel.c The advertising campaign will feature three conventional forms of media. The passive tone in the advertisement will be humour.. Berita Harian and Sin Chew Jit Poh. whilst the girl is dragging him into what appears to be another Bangsar clothing boutique. 2009). making it more appealing to the target market. Screenshots from the television ads will form the basis of the print ads. 5 other short scenes are flashed up in sequence: %c c . News Strait Times. with rational being the dominant technique. The print ads will feature in Newspapers such as The Star. and is the humorous opening of the advertisement. The boy has a negative body position and looks unhappy. with the print ads containing more specific information to set them apart. a boy and a girl in their late teens holding hands. There will be no words spoken until the end message. 5. This scene is meant to be taken lightly. The commercial opens with a shot of two people. The opening scene lasts for approximately 10 seconds. students and young working adults. Six places have been singled out for the purpose of this commercial. By showing places in and around the city centre appeals greatly to the target market because they see coverage is wide. Petaling Street (Chinatown). anywhere.1 Television The television ads will be heavily focused on visuals. The visuals in the commercial will show Malaysians enjoying wireless broadband internet access in different areas around Malaysia where P1WiMax enjoy coverage. The ads that will be shown on television will carry over to the print ads. The mediums are chosen because they have large reach and the target audience is aligned with the chosen target market for this promotion. showing the product working in different areas. Butterworth. lightening the ad. with only slight inaudible audio tunes ringing in the background. keeping a cohesive message throughout the campaign. As the girl goes into the boutique.

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name. For example:   ››    These print ads. with the Pyramid Lion distinctly visible in the background. profession and location. with greater impact and high reach. Èc A man sitting near a jetty with a sign behind him stating µButterworth¶ during the sunset. it also has a greater sense of longevity. if you¶re with µWiggy¶ you will be able to connect to the internet. Finally the television commercial enjoys mass coverage. high coverage and can be placed in appropriate places like the technology section. Èc A man in the middle of Petaling Street with his notebook. Ñ  c  c As stated previously. The message being wherever you are. All computers used will be equipped with P1WiMax laptop skins to establish the brand image. The magazine print ads are at a higher quality. There will be six varieties of printed ads. and can feature more information. Èc A young adult woman sitting outside Sunway Pyramid on her computer. &c c . The three mediums of media working in tandem are able to realise different advantages. with an upward facing panning shot from bottom- up. with a carefree look on his face whilst he is on his computer. The ability to convey the same message as the television commercials is a luxury not often afforded.c Èc A business woman dressed appropriately sitting outside the Petronas Towers near the fountains. on her computer. To give each character a personal feel. By showing the six various characters with their respective backgrounds the message still reaches the audience. where the camera quickly spirals down to him. and enable the audience to gain more of a connection with the characters. the printed ads will keep in cohesion with the television commercials. age. Èc A woman sitting at Batu Caves on her computer enjoying internet access. comprising one screenshot taken from each of the six scenes in the television commercial. a tagline on each ad will feature the. in combination with the television commercials are intended to form a connection with the audience. A birdseye angle with the man in the centre. Each of the 5 short scenes would not go longer than 3 seconds. The Newspaper print ads are low cost. The commercial then winds up with a black screen with a voice-over stating the tag-line. Which for this purpose will be µAnywhere-Anytime¶.

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News Strait Times (NST).00. 008.0Budgeting . The total cost for the three channels is RM1.05 $10. For Saturday.60 per insertion. AXN cost RM4. 0[5. It is the same for Berita Harian but slightly more expensive. 000.20 per insertions. gives a total of RM432.00 x 90 days.00 bantings 20 80 $1.00 banner 5 100 $500. 000. 635. Saturday and Sunday for 3 months.9cm) will be published in NST on the weekdays with 26 insertions. AXN and Channel V). the ads will be full page in color (8col x 26cm) with RM48. 000.00 Uniform 100 10 $1. Astro Ria (zone B) cost RM4. Berita Harian (Malay) and Sin Chew (Chinese) newspaper for three months.000. published on every weekends.00. the ads will also be the same as Saturday but slightly more expensive with RM51.000.00 'c c . The advertisement will be published in The Star on Tuesday with 6 insertions and Saturday as well as Sunday with 12 insertions respectively. 800.2 Television Advertising Besides.00 flyer 200000 0.00.000. Channel V cost RM2. with RM44.3 Road Show Budget for Road Show Quantity Unit Price (RM) Total Cost wiggy car 3 100 $300. the ads will be half a page in color (4col x 26cm) with RM33. P1 wimax is promoting their products through television (Astro Ria. gives a total of RM216.00 x 90 days. 115. half a page in color (4col x 12. RM15. For Sunday.600.80 per insertion.00 x 90 days. 400. 460.00 laptop 6 2000 $12.20 per insertion. 91[. 635. For Tuesday. gives a total of RM360.c .00 per insertion. 000. The advertisement on the products will take about 20 seconds and advertised once daily.5 $50. the advertisement will be half a page in color (5col x 53cm). 000. .1 Newspaper Advertising P1 wimax advertises its products in The Star.60 per insertion. As for Sin Chew.000. The advertisement. RM16.00. .00 brochure 100000 0. That amount to 24 insertions.

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00 Mugs 3000 4 $12. Each team consists of five members with three laptops travelling in one Wiggy Mobile. 2tables and 4 chairs together to organize the road show at each college.5 $[. Road shows in shopping centers will be done every Weekend (Friday. The budget for the individual road show is as below.000. 5 buntings and 2 banners.000. They will also be bringing gift that consist of 30 PC mouse.924.00 Mouse 3000 5 $15. Road shows in colleges and University will held on every Monday and Thursday and will be done in two teams.00 Lodging 6 500 $3. There will be 6 weekend road show in Kuala Lumpur and Selangor and another 6 weekend road shows in other states in peninsula Malaysia.[00. The team will consist of 10 staffs with seven laptops travelling in three Wiggy Mobile.00 Landyards 15000 0. . 1500 flyers.000. 4 tables and 8 chairs together to organize the road show at the allocated shopping center.00 Petrol $8. The F&B outlets will not have to bare any cost by having P1 Black Box in their restaurant c c . Each team will also be bringing 4500 brochures.400. 15 buntings and 4 banners.00 The 3 months road shows will be divided into two categories. equipment and monthly charges for the selected F&B outlets. 130 mugs. The teams will cover two colleges per day. There will only be one team for each weekend with the road show will be held three days at the same place. Each team will also be bringing 800 brochures. They will also be bringing gift that consist of 130 PC mouse. The first category will be aiming at all the college and universities in Kuala Lumpur and Selangor and the second category will be aiming at shopping centers in towns and city that has P1Wimax coverage throughout peninsula Malaysia. 120 pendrives and 450 lanyards to be given out to the subscribers as well as potential prospects.800.500.00 Pendrive 2400 12 $28.00 chairs 8 8 $64. 9000 flyers.00 Staff Salary 480 80 $38. Saturday and Sunday) for 12 weeks all around peninsula Malaysia.00 $188.4 Promotion of Service Availability in F&B outlets P1 will cover all the cost of installation. 30 mugs. 4 colleges per week.c tables 4 15 $60. 20 pendrives and 200 lanyards to be given out to the subscribers as well as potential prospects.

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000.000.5 50.000.000 0.05 10. Student Promotion Package Quantity Unit Price (RM) Total Cost (RM) brochure 100000 0. There will be limited [-11 outlets that carry the prepaid cards.5 Student Package Promotion The budget below is for the new launch student package that comes together with various gift based on first come first serve basis in all P1Wimax sales counter nationwide.c .000 0.000. The cost incurred will be as below.000.000.00 Mouse 10000 5 50.5 100. Prepaid Plan Total Cost Quantity Unit Price (RM) (RM) Cost for Prepaid Cards 200.00 Landyards 200000 0.00 Month Charges estimated 150 159 23.850.00 Pendrive 8000 12 96.05 10.2 40.00 Mugs 15000 4 60.850.00 Commission for Prepaid Cards 200.000.00 .000.000. The three months campaign period will be the trial period for the plan.00 flyer 200000 0. Service Availability in F&B Outlets Total Cost Quantity Unit Price (RM) (RM) Black Box 50 80 4.00 (Refer to Appendix L) 50.000.00 2[. Place Promotion The P1 prepaid reload cards will be distributed in chosen [-11 located in city centers and towns that have P1 coverage.00 .00 366.000.00 c c .

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c c . Sedaya College. colleges in SS15. MMU. Institute of Management. duration packages. Informatic Training Center. Olympia segment.00 shopping malls Wang Plaza. Monash of the -c lucky draw University Malaysia. The Otomotif College. target months student IACT College.[24. Mid Valley. ÈcIncrease brand ÈcEvent RM 166. Pernas Hotel School. KBU. Gantt Institute of Public Relations. student as per give mouse UniKL. College. UITM. KLCC. Utar. Nottingham University. INTI PJ. HELP Institute. institutions ÈcDataran Shahbandar packages promoters -c speed test ÈcJusco Ipoh ÈcGenerate sales challenge ÈcQueensbay Mall ÈcAllows users a -c stability test ÈcJohor Bahru City Square first hand (online ÈcKedah Central Square experience games) ÈcSunway University College.g. ÈcReach the new the 3 -c introduce Taylors College. TarC. SeGi Damansara. UniTen. College of Arts NIIT Malaysia. Sg. Mahsa schedule pads. Taylors Hartamas. SeGi College.c [.0 Implementation WHEN WHAT & HOW WHERE WHY WHO BUDGET ÈcRoad show in Èc1 Utama. KDU. Low Yat awareness manager and private Plaza ÈcIntroduce ÈcRoad show educational ÈcKuantan Parade student crew e. Unitar. d in the mugs International Islamic College. College. New chart Era College. Sunway Pyramid. Wiggy During -c give lanyard The One Academy. Ikram College. Technology Park College. flyers. International Medical Uni. HELP Insitute Setapak. Telekom College. Stamford College.

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00 availability in [-11 ÈcKuala Lumpur likeability & outlets ÈcSelangor convenience ÈcPenang which generates sales ÈcIncrease distribution and reach ÈcWiMAX service ÈcStarbucks & Old Town cafes under ÈcIncrease ÈcF&B outlet RM 2[. 008. ÈcAdvertising Anywhere´ company concept ÈcBuild the P1WiMAX brand & Wiggy ÈcNewspaper ÈcNews Strait Times ÈcIncrease brand ÈcP1WiMAX RM 2. MSU. KL. ÈcAXN ÈcIntroduce the director Anytime´ concept ³Anytime. 000.c Lim Kok Wing.00 ÈcIntroduce the ÈcAstro Ria awareness media ³Anywhere. Selangor. ÈcAdvertising Anytime´ Anywhere´ company concept concept ÈcBuild the P1WiMAX brand & Wiggy ÈcPrepaid cards ÈcJohor Bahru ÈcIncrease Èc[-11 staff RM 50. 0[2. MMU. awareness managers c c .80 advertisements ÈcThe Star awareness creative ÈcIntroduce the ÈcBerita Harian ÈcIntroduce the director ³Anywhere. RIMA College. German Malaysia Institute ÈcTV advertisements ÈcChannel V ÈcIncrease brand ÈcP1WiMAX RM 1. 518. Intech College.00 availability in coverage in Penang. 850. ÈcSin Chew Jit Poh ³Anytime.000.

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4. Terengganu ÈcDemonstrate ÈcP1WiMAX service¶s technicians stability ÈcPrompt for sales through first hand experience ÈcStudent package ÈcIntroduced during the road show ÈcIncrease ÈcP1WiMAX RM 366.80 Refer to the Gantt chart in Appendix M for the scheduling of the marketing campaign. Pahang. "c c .191. students ÈcCapture the new. 000.c F&B outlets Johor.00 ÈcAvailable at all P1WiMAX sales market share marketing counters by 10% in department the new ÈcP1WiMAX target promoters segment. untapped market TOTAL RM 4.

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Sales Èc Sales of a product or service are measured as an indicator of the likeability and effectiveness of a product and its advertising campaign.0 Evaluation & control What is to be How is it to be Data source When is it to be measured measured measured? Brand awareness Brand recall? Interviews External Concurrently / surveys Sales Subscriptions Internal sales data Quarterly Customer satisfaction Repurchase/Cancellation Internal data Yearly Position in the Market share among Trade publications Yearly industry direct competitors Campaign Upon campaign Return on invested Internal data effectiveness implementation capital (ROIC) for a completion single time period Brand awareness Èc Brand awareness is important as it shows how well the brand is remembered and can also indicate if the brand is the first thing thought of when a particular industry is mentioned Èc This is measured for P1WiMAX as it is relatively new in the industry and brand awareness increase is one of the goals and objectives for the campaign. #c c . Èc Brand recall is carried out concurrently as low brand recall will indicate that the aggressiveness of the campaign has to be increased Èc Focus groups. students have high brand recall of P1WiMAX. Èc The number of sales is collected quarterly internally and will indicate if the promotional efforts for the Wiggy need to be more aggressive.8c cc 8. interviews and short surveys will be carried out in all major shopping malls and private educational institutions in order to determine if the target segment.

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The effectiveness is measured to determine if the right approach to advertising and promoting the Wiggy is taken. either the marketing efforts or the Wiggy has to be altered and adapted in order to close the gap. Position in the industry Èc The current position in the industry will show if P1WiMAX has managed to protect its market leader status or not. n. In the event that the measurement is low.). This is chosen as it not only shows where P1WiMAX is standing in the industry but also if the campaign has been effective in generating sales.d. This will basically show how effective the campaign has been in reeling in subscribers given the amount spent on promoting the Wiggy. a new approach will have to be taken and the campaign ideas can no longer be used for further promotion after the 3- month campaign. of P1WiMAX subscribers / total no. Èc P1 WiMAX¶s market share can be measured by comparing the number of P1WiMAX¶s subscribers to the amount of WiMAX and broadband subscribers in the local industry Èc No. Èc In the event that there is a gap between the customers¶ expectations and satisfaction of the Wiggy exists. Èc In order to measure this. of subscribers in Malaysia Campaign effectiveness Èc The effectiveness of a campaign is measured after the entire campaign has been carried out.8c cc Customer satisfaction Èc Customer satisfaction is used in order to indicate if the expectations of the customers towards the Wiggy based on he advertising and promotion is met. P1WiMAX¶s market share in the WiMax and broadband industry is measured. Èc Return on invested capital (ROIC) shows how well a company uses the finances given in order to generate returns (McClure. in order to maximize effectiveness. a short survey is also conducted at the same time. $c c . High contract renewal or low cancellation rates will indicate that the gap is relatively low. Èc The information is collected on a yearly basis by judging based on the repurchase or cancellation of the Wiggy service. A time frame 3 months is allotted before effectiveness is measured in order to see the impact of the campaign. However.

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0 Contingency Plan 9. the road show will not be able to carry out and it will also portray a negative image on P1Wimax to the prospects. In situation like above. As soon as the crews in the Wiggy mobile are able to allocate a destination that has stable connection. If the road crews got into accident. the stand by crews will be immediately informed and given a brief by the P1 Company and head straight to the selected destination. 9.1 Contingency Plan 1 The road shows might face times when the allocated destination for the day happens to have unstable connection or even connection down. the customers or prospects that are looking forward to that event would not be disappointed or have a bad impression on P1Wima %c c . Although the stand by crews might reach much later but the event is still going to be carried out as planned in the marketing campaign. Travelling far.2 Contingency Plan 2 The risk of failure in the proposed strategies and tactics is that the road show crews may face problems such as road accidents when they are travelling outstation to promote P1Wimax. Lanyards will be given out to the prospect that shows great interest in subscribing P1. The prospects will only perceived that P1 crew is there only to give out flyers and brochures. the road show will be move to other destinations that has good coverage. the crew will be given a set of destinations as a backup destination. P1 would have to contact the selected destination (shopping mall or university) to inform the situation and the fact that they might not be on time to carry out the road show event as scheduled earlier. from states to states every weekend throughout the 3 months campaign could be quite tiring and there is a high possibility that the crews might get into accidents. one Wiggy mobile will leave with the laptops to check out the connection of other destinations that was provided. During every road show. If this occurs. In preparing for situation like above. the P1Wimax must have a group of crews that constantly stand by to take over in case of emergency. Also. the rest of the crew will than migrate and join together to run the full road show with all the programs align. In this way. In order to avoid allowing the prospect to know of the situation. thus minimizing the negative impression of the people towards P1.net. as soon as crew members are alerted unstable connection in that area. 2009 9. The rest of the crew will continue the road show only with the flyers and brochures to attract prospected to learn more about P1Wimax. c)  c Source: valuebasedmanagement.

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