MARKETING

PLAN

Suren Tanusia Azhani

I.   EXECUTIVE SUMMARY
 Maxis is Malaysia's leading telecommunications company and market leader with a total
mobile phone subscriber base of more than seven million, as at 31 December 2005. Maxis
continues to enhance how people communicate and live with an impressive array of
innovative products and services. Surpassing the seventh million mark has become a
milestone in our list of achievements. Maxis’ expansion into Indonesia and India is another
milestone in our aspiration to be a regional communications operator. The acquisition of a
51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity interest in
Aircel, India will provide tremendous growth opportunities for Maxis. These acquisitions
give Maxis a strong foothold in two of the world’s most attractive high-growth, low-
penetration markets, while diversifying our market base.

 Apart from that, Maxis was the first to launch 3G Connect Card, PC Webmail, Video Mail
and 3G prepaid. They are having significantly increased the 3G service coverage since its
launch in July 2005, catering to more than 740 sites across Malaysia. Their growing high-
performance 3G network offers mobile telephony at broadband speeds enabling Internet
access throughout Malaysia. Both mobile phone and laptop users can now enjoy enhanced
communication combined with extensive entertainment and information on the go, such as
video calls, live mobile TV, games and wireless broadband Internet with transfer speeds of
up to 384 kilobits per second. The aim: affordable, instant access with real time-results.
ABOUT THE COMPANY
 Maxis Berhad is the leading • Maxis has been providing a full suite of
mobile communications service services on multiple platforms to fulfill the
provider in Malaysia with over 11.4 telecommunications needs of individual
million mobile subscribers as of 30 consumers, SMEs and large corporations in
June 2009. Malaysia since it was established.

 Maxis mobile service is offered on a postpaid basis under the Maxis brand and via a
prepaid format under the Hotlink brand. The use of these two distinct brands,
underpinned by synergistic values, has enabled Maxis to develop its prepaid business
successfully while maintaining growth in its postpaid segment.
 ABOUT THE COMPANY (CONT.)
 Maxis has also pioneered and • In July 2005 and in September 2006, it
led the Malaysian market in became among the world’s first to use
delivering innovative mobile HSDPA, where it is a high-speed
products and services. upgrade of its 3G network, to provide
wireless broadband services.

 It was the first to launch 3G

services in Malaysia and it is  It was the first operator to bring the
known as Maxis3G. Blackberry and Apple iPhone (smart
phones) to Malaysia.
SOURCE : http://www.2da6s.com/2010/04/forbes-global-2000/
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II.   THE CHALLENGE

 MAXIS is a communication and internet technology base company which

provides various kind of services

 In the ever challenging market, MAXIS had to compete against other company
that provides the same services

 Rate plans and marketing strategies plays an important role for MAXIS to gain
success in sales figures

 Other then that, having good customer services could increase peoples
trust on them
 III.   SITUATION ANALYSIS
Company Analysis
 Goals
Maxis is about life enablement.
Simple - straight forward and easy to understand.
Trustworthy - inspires confidence, assurance, conviction and reliance
Creative - everything we do and everything we say

 Focus - achieving an efficient cost structure, it is currently having to increase its investments,
including subsidies and operating expenses to support its broadband and data business, which will
provide significant additional revenue in the future.

 Culture – Corporate Social Responsibility

Market share (2009) * Maxis -40% * Celcom – 34% * Digi -25% * U Mobile - 0.7%.

Customer Analysis
Different age group or target
School Students Family and Friends
Prepaid Plan POSTPAID with supplementary lines audience, MAXIS cater with
different packages and plans.
Students Working Adults Basically there is a plan for
HOTLINK YOUTH CLUB plan Mobile plans everyone no matter their age,
Broadband plan High speed Broadband gender or culture backgrounds.
Ipad plans
 Collaborators
Acquisition of a :
51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia

74% equity interest in Aircel, India

Competitor Analysis

DIGI, high coverage of EDGE and more stable. Slow but stable at 384 Kbps or
48KBps. Cheap calls plan but bad coverage.

CELCOM, best coverage in town with good speed but very expensive of RM98
per month of 3.6Mbps. Good for surfing but not download. Not worth for
5GB/month limitation.

IZZI, network with stable and fast connection at least times of 1 Mbps (no heavy
traffic during certain times). Only at selected network coverage area and
sometimes do not get internet even at best coverage zone.
DIGI vs MAXIS vs Celcom Postpaid Plan
IV. MACRO-ENVIRONMENTAL ANALYSIS (PEST)

Political Economy
 in 2008, the government announced all Telco  In 2009, the whole world was facing economic
users compulsory to register their SIM CARDS downturn.
because there is a lot of crime happening through
phone calls, text messages, and MMS.  Malaysia was badly affected by this, but the way
consumers behave showed that there is no effect
 During economic downturn, a lot of employees on them.
were retrenched. Since unemployment rate is
high, crime level in the country tend to increase.  Internet and mobile technology has widely used in
Due to this, the government started to recruit staff business to follow the economic situation
to work in the public sector.

 Mobile and internet is misuse to deliver political

views. They also use mobile and internet to plan
demonstration
 Social Technology
 Consumer’s tastes changes as they pay high price  Nowadays top up for prepaid phones can be done
for quality product in terms of acquiring the latest through internet transaction.
technology plus good customer services.
 Payment could be done using kiosk machine
 The latest social trend is people like to SMS more
which is situated at hot spots
nowadays. With SMS consumers could convey
their message in the cheapest way.
 Improvement in communication technology. By
 The family structures in the recent day are couple using hand phone, users can call their friend and
like to have only 2-4 children’s only. Compare to look at what they are doing via 3G. 3G enable
the olden days couples would have 4-7 children’s. users to view users from different places. If users
This would influence the pattern of mobile were to use internet, they can do video calls.
usage/users.
 Users can surf internet to check mail, facebook,
 Handphones and internet technology has became twitter , map (GPS). They even could check their
a trend in the new millennium
account, bills and latest packages and plans
 Consumers tend to change just to use the latest online
mobile plans
 E-learning, nowadays studies is not necessary
done at class room only. New improvement in
technology has enable users to learn virtually. As
long as the users can surf the internet user can
study anywhere and anytime in the world.
 V. SWOT ANALYSIS

Strengths Weaknesses
 Good network coverage around Malaysia  Interruption of the line at certain areas

 Have strong brand image and as merge as the  Bad customer services
market leader in Malaysia
 Deals and offers are limited to certain time and
 Good deals and special offers for different age area only
groups and also target groups
 Users tend to switch to other telco with the
 The oldest and biggest in terms of size and existing number remains with no extra cost.
technology.
 Lack of MAXIS centers to enquire information or
 Provides reasonable plans and packages for all to pay bills.
users
 For broadband, speed is good during the first 7
 Always the first to introduce new mobile plans days after activation, then the speed goes slower
later on.
 All type of telecommunication and internet
technology services.
 Opportunities Threats
 New technology is developing like mushrooms, so  Growing market where many exiting telco
when there are new telecommunication gadgets, company plus new emerging telco company are
there will be opportunities to explore in. competing with MAXIS.

 Growth of people using hand phones and internet  Maxis customer switch to different telco in terms
services provides more market opportunities. to enjoy the service and benefits by their
competitor
 Expanding their business to overseas
 New rules stating that all the hand phone users
 Building more MAXIS centers especially suburban must register their number to their own respected
areas telco centre

 New events and occasions to be sponsored  Financial crisis, economical issues or natural
disaster
VI.   MARKET SEGMENTATION

] MAXIS

HOTLINK PREPAID SERVICES, HOTLINK YOUTH CLUB

Description It is only for college students only who can provide an ID card of the
college that they are studying currently. And the limitation is that student
cannot exceed 25 years old

 Edge Financial Daily: Net profit - RM552 million first quarter ended
March 31, 2010.
Percentage of sales
 Hotlink prepaid profit has decrease due to new low rate plan. The
market share for maxis in the industry is 40.9%.

 Youngsters, prefer products cheaper price, once students register, the

phone is activated for 4 years. If they don’t reload for a couple of
What they want
months, the line won’t be barred unlike normal plans.
 Better Speed, Better Value
 MAXIS

 For prepaid users, they need to reload manually by getting it from the
shop or online
 For postpaid users, they need to pay monthly where bills will be send to
them
 Packages and Plans, depends on which package they choose and
How they use product
benefits they entitled too
 Maxis broadband, there are few packages with different Internet
benefits
 Hotlink Youth Club, where student use them by showing student ID
card
 Advertisement on TV stations
 Facebook, twitter and youtube
How to reach them  Phone, e-mail and snail mail
 Online advertisement
 MAXIS centers

 Competition Based Pricing : For instance, Celcom first launch its SMS
rate which was RM0.10. Thus maxis starts to reduce their SMS price rate
to more cheaper RM0.05
Price sensitivity
 Now lately RM0.01 per SMS.
 Another example if maxis come out with a new plan, immediately digi
and celcom will launch a new plan of theirs.
VII. MARKETING MIX (4 P’S)
PRODUCT / PRICE
PLACE
Distribution Channels: In an increasingly competitive and
complex communications industry,
the pace of technological innovation
ZyXEL Communication Corporation (M) Sdn. Bhd
is such that no single company can
Advanced Broadband Communications Sdn. Bhd survive if it operates alone. And
TechScience Consultants & Services Sdn. Bhd Maxis has long recognized the need
to work with a range of different
partners locally and globally to broaden
their range of offerings and to enhance
MAXIS Partners their capabilities as the preferred
communications solutions provider.

MAXIS Alliances
 
Below is the list of Maxis offices and its locations.

MAXIS HEADQUARTERS - LOCATIONS

Maxis Berhad
Maxis System Operations Center Sg-Besi
Aras 18, Menara Maxis
Lebuhraya Puchong-Sg Besi
KLCC, Off Jalan Ampang
57000 Bukit Jalil
50088 Kuala Lumpur
Kuala Lumpur

MAXIS OTHER OFFICES AND LOCATIONS Maxis Sunway

Maxis Subang Hi-Tech
Level 1, Menara Sunway Annex
Plot 12155
Jalan Lagoon Timur
Lot 13, Jalan Delima
Bandar Sunway
1/1 Subang Hi-Tech
46150 Petaling Jaya
Industrial Park
40000 Shah Alam
USJ Warehouse
Lot 651, Jalan Subang 2
Off Persiaran Subang
47500 Subang Jaya
PROMOTION
VIII.   CONCLUSION

 At just six years old, Maxis Communications might seem young to be

Malaysia's leading mobile telco company. However, despite its relative
youth, the company has matured rapidly and amassed the country's
largest subscriber base of more than 7 million users. Going forward, while
its eyes are still on the mobile business.

 Maxis will also grow its broadband business, invest selectively in its own
fixed-line footprint and leverage on the HSBB initiative. It intends to
capitalise on its large customer base to push more content and offer
broadband services. it has its eyes set on future growth and regional
expansion - and there has been no shortage of rumors about its
aggressive search for a new international partner.
THANK YOU

Any Questions ?????