Maxis Berhad is one of the leading telecommunication service provider in Malaysi
ID: 390604 • Letter: M
Question
Maxis Berhad is one of the leading telecommunication service provider in Malaysia.Describe their marketing objectives based on SMART (specific, measurable, attainable, relevent, and time-bound). Maxis Berhad is one of the leading telecommunication service provider in Malaysia.
Describe their marketing objectives based on SMART (specific, measurable, attainable, relevent, and time-bound).
Describe their marketing objectives based on SMART (specific, measurable, attainable, relevent, and time-bound).
Explanation / Answer
SMART Marketing Objectives of Maxis Berhad
Specific – With the HOTLINK Prepaid Services and the HOTLINK youth club, Maxis Berhad specifically targeted the college students who could provide an ID card of the college they were studying in. The only limitation they put in place was an age cutoff of 25 years of age.
Measurable – The number users acquired by this novel strategy could be easily accounted for with the number of registrations from various Point –of – sales (POS) in the country, especially those that have been acquired by presenting a copy of the College ID cards.
Attainable – Maxis, realizing the fact that this a new low rate plan, the revenue numbers would certainly drop with a slight hit on the profitability. However, the goal through this campaign would be gaining the maximum market share in the industry. This was certainly attainable and post the campaign Maxis did manage to get 41% of the market share.
Relevant – Youngsters would certainly prefer cheaper priced products with no deposit fees. The connection once activated is active for 4 years and if balance is not refilled in a couple of months, the connection is not discontinued unlike other normal plans. It is sheer value for money, good speed and at a good price.
Time Bound – The Hotlink Youth Club targeted specifically for the college students had combined a prepaid card with a rewards plan ran specifically during the college class days in Malaysia. During this phase it managed to acquire the maximum number of users who enrolled for the service especially when they needed interactions and internet during class days. Once acquired, it was easy to cross sell other plans and offers to this wide customer base created by specific targeting.