A case study: the effective of marketing strategic for TM home prepaid product from Telekom Malaysia Company / Amie Adlina Azizan

• Main Author: Azizan, Amie Adlina
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2009
• Subjects: HF Commerce; Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/24671/1/PPb_AMIE%20ADLINA%20AZIZAN%20M%20BM%2009_5.pdf; http://ir.uitm.edu.my/id/eprint/24671/

The case is based on the company have the implementation to promote Telekom Malaysia Home Prepaid which can attract customer to use the product. TMHP is the core product for consumer category of the product and Telekom Malaysia have created new product for TMHP. TMHP is focus on low ECP which that have more cable to encourage their new customer who not installed the fixed line. Telekom Malaysia had doing their research before they had promoted to the new customer. The purposes are to identify the problem, analysis, exploration the strategic to promote their customer. Telekom Malaysia need to make this project will worked for the successful to accomplish their target market. According to the cases, Telekom Malaysia has given this project to the trainers doing the promotion from door to door at Kuala Lumpur area such as Maluri, Sentul, Bangsar and Bandar Tun Razak. These cases also have provided the questionnaire for those who have been used TMHP at their home. They have been given for one month to observe the achievement of TMHP product. The questionnaire also had been developed for those who already used and the satisfaction of TMHP for the customer’s feedback to meet the customer, observation and also their other information. However, the cased issue that will discussed was about Telekom Malaysia had used their new strategic marketing to influence their new customer had lack of information about TMHP. Therefore, Telekom Malaysia had been developed the factor from the SWOT Analysis such as discussed about the external and the internal. The competitive had been influenced based on the strength of the product. But, Telekom Malaysia also gives the effort to influence of the competitive so they can be complete with other company. For the overall of TMHP based on the promotion that they had been difficult to influence their new customer to use Italk card for reloaded.