The study on the effectiveness of the promotional packages used by Celcom / Stanley Sila

• Main Author: Sila, Stanley
• Format: Student Project
• Language: English
• Published: 2000
• Subjects: H Social Sciences (General); Study and teaching. Research; T Technology (General); Communication of technical information
• Online Access: https://ir.uitm.edu.my/id/eprint/61354/1/61354.pdf; https://ir.uitm.edu.my/id/eprint/61354/
• Institution: Universiti Teknologi Mara

The evaluation of the effectiveness promotion packages offered by Celcom on the customer retention and acquisition program for both Celcom systems; Celcom ART 900 and Celcom GSM. According to Kotler and Armstrong (1996), promotion is a wide assortment of tools to attract customer attention and provide information that may lead to purchase. Promotion is one of the four major elements of the company's marketing mix. The main promotion tools in Celcom is trade promotion with the offer of promotional packages designed to gain hand phone dealers support and to push hand phone dealers selling effort. These including push money or attractive incentive offer to the mobile phone dealers, discounts air time rate, free access fee for life, free hand phone set for the Celcom customers and trade show to create awareness towards Celcom services among the public.