Celcom Brand Audit

Topics: Brand, Mobile phone, Branding Pages: 29 (8626 words) Published: March 18, 2010

1.1 Brand Audit Objectives
• To explore Celcom company.
• To know your brand's position against competing brands and act on the perceptual. • To determine the strength and weaknesses of an existing brand. • To define brand objectives for each consumer aggregate

1.2 Scope
We are trying to minimize the region within Malaysia in order to make things less complicated. There are a few competitive companies which are doing mobile telecommunication in Malaysia such as Maxis, Celcom, Digi, U-mobile and recently we have REDtone. Celcom is our choice for this brand audit project. Celcom has been the oldest mobile telecommunication company in Malaysia. It had been conducting lots of activities whenever it launches a new product. So, it is easier to search for the information about this company and those competitors. Besides, being one of the most competitive companies in this field helps to indicate comparison of different company carry out different types of implementation of strategies. When there are only a few competitors, it is easier for us to categorize and compare it.

Our scope of study will cover as many aspects as possible for this brand. We will study the brand background, industry background, consumer analysis, brand exploratory, and we end with some recommendations to enhance the brand.

1.3 Approaches
We decided to use a few types of approaches to complete this brand audit project.

• Guideline
We must follow the guidelines provided to know what are the things or aspects included to complete a brand audit project.

• Task allocation
We allocated task accordingly between our members and the group leader will be the one who compile all the sub topics after completing the report.

• Information search
To ensure we get sufficient information to study this project, we search information from internet, broachers, customer feedback, newspaper, and so on…

• Group discussion
In order to make sure the information gathered are related to this project, discussion was conducted to discuss all the aspects which are useful in auditing Celcom.



Celcom (Malaysia) Berhad was founded by Tan Sri Tajudin Ramli since year 1988. In year 2003 the merger of Celcom and TMTOUCH forming Malaysia’s largest cellular operator. Celcom uses partnerships with global communications and technology providers to expand the range of services available to its customers. The company has product and marketing agreements with international mobile provider Vodafone, Google, and Malaysia's top bank Maybank. Celcom is a subsidiary of Malaysia-based mobile telecommunications and consulting holding company Axiata Group.

Being one of the very few companies in Malaysia to originally obtain a cellular phone license, it was once successfully introduced mobile telephony in Malaysia through its ART-900 ( Automatic Radio Telephone ) service, using first generation ( analogue ) ETACS ( Extended Total Access Communication System ) specifications of the United Kingdom, a derivative of the US-AMPS ( Advanced Mobile Phone System ) technology. The ETACS ART-900 was started using the prefix "010". Celcom now uses the dialling prefix identifier of "013" and "019" and offer digital GSM (Groupe Speciale Mobile), an originally European standard, now largely a world standard for mobile communications. The original frequency band for GSM is 900 MHz, and was soon extended to 1800 MHz to cater for a much wider bandwidth requirements. Through the Mobile Numbering Portability by the Malaysian Communications and Multimedia Commission, CELCOM also provides Virtual Mobile Operator services through XOX and TuneTalk in the 010 Prefix alongside with the 014 headers as allocated. Celcom also provides rural communications services using Microwave Technology in the means of CDMA (leased to TM) and Satellite Phone.

Recently, the company has become the second...
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