Suren Tanusia Azhani

MARKETING
PLAN
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 worlds 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.
Maxis Berhad is the leading
mobile communications
service provider in Malaysia
with over 11.4 million mobile
subscribers as of 30 June 2009.
Maxis has been providing a full suite
of services on multiple platforms to
fulfill the telecommunications needs
of individual consumers, SMEs and
large corporations in Malaysia since it
was established.

ABOUT THE COMPANY
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.

Maxis has also pioneered
and led the Malaysian
market in delivering
innovative mobile
products and services.

It was the first to launch 3G
services in Malaysia and it
is known as Maxis3G.


In July 2005 and in September
2006, it became among the
worlds first to use HSDPA, where
it is a high-speed upgrade of its
3G network, to provide wireless
broadband services.

It was the first operator to bring
the Blackberry and Apple
iPhone (smart phones) to
Malaysia.


ABOUT THE COMPANY (CONT.)
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SOURCE : http://www.2da6s.com/2010/04/forbes-global-
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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
audience, MAXIS cater with
different packages and
plans. Basically there is a
plan for everyone no matter
their age, gender or culture
backgrounds.
Family and Friends
POSTPAID with supplementary lines

Working Adults
Mobile plans
High speed Broadband
Ipad plans

School Students
Prepaid Plan

Students
HOTLINK YOUTH CLUB plan
Broadband plan

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
users compulsory to register their SIM CARDS
because there is a lot of crime happening through
phone calls, text messages, and MMS.

During economic downturn, a lot of employees
were retrenched. Since unemployment rate is
high, crime level in the country tend to increase.
Due to this, the government started to recruit staff
to work in the public sector.

Mobile and internet is misuse to deliver political
views. They also use mobile and internet to plan
demonstration


In 2009, the whole world was facing economic
downturn.

Malaysia was badly affected by this, but the way
consumers behave showed that there is no effect
on them.

Internet and mobile technology has widely used in
business to follow the economic situation

Social Technology
Consumers tastes changes as they pay high price
for quality product in terms of acquiring the latest
technology plus good customer services.

The latest social trend is people like to SMS more
nowadays. With SMS consumers could convey
their message in the cheapest way.

The family structures in the recent day are couple
like to have only 2-4 childrens only. Compare to
the olden days couples would have 4-7 childrens.
This would influence the pattern of mobile
usage/users.

Handphones and internet technology has became
a trend in the new millennium

Consumers tend to change just to use the latest
mobile plans
Nowadays top up for prepaid phones can be done
through internet transaction.

Payment could be done using kiosk machine
which is situated at hot spots

Improvement in communication technology. By
using hand phone, users can call their friend and
look at what they are doing via 3G. 3G enable
users to view users from different places. If users
were to use internet, they can do video calls.

Users can surf internet to check mail, facebook,
twitter , map (GPS). They even could check their
account, bills and latest packages and plans online

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

Have strong brand image and as merge as the
market leader in Malaysia

Good deals and special offers for different age
groups and also target groups

The oldest and biggest in terms of size and
technology.

Provides reasonable plans and packages for all
users

Always the first to introduce new mobile plans

All type of telecommunication and internet
technology services.
Interruption of the line at certain areas

Bad customer services

Deals and offers are limited to certain time and
area only

Users tend to switch to other telco with the existing
number remains with no extra cost.

Lack of MAXIS centers to enquire information or to
pay bills.

For broadband, speed is good during the first 7
days after activation, then the speed goes slower
later on.
Opportunities Threats
New technology is developing like mushrooms, so
when there are new telecommunication gadgets,
there will be opportunities to explore in.

Growth of people using hand phones and internet
services provides more market opportunities.

Expanding their business to overseas

Building more MAXIS centers especially suburban
areas

New events and occasions to be sponsored

Growing market where many exiting telco
company plus new emerging telco company are
competing with MAXIS.

Maxis customer switch to different telco in terms
to enjoy the service and benefits by their
competitor

New rules stating that all the hand phone users
must register their number to their own respected
telco centre

Financial crisis, economical issues or natural
disaster



]




VI. MARKET SEGMENTATION

MAXIS
Description
HOTLINK PREPAID SERVICES, HOTLINK YOUTH CLUB

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
Percentage of sales
Edge Financial Daily: Net profit - RM552 million first quarter
ended March 31, 2010.
Hotlink prepaid profit has decrease due to new low rate
plan. The market share for maxis in the industry is 40.9%.
What they want
Youngsters, prefer products cheaper price, once students
register, the phone is activated for 4 years. If they dont
reload for a couple of months, the line wont be barred
unlike normal plans.
Better Speed, Better Value
MAXIS
How they use
product
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 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
How to reach them
Advertisement on TV stations
Facebook, twitter and youtube
Phone, e-mail and snail mail
Online advertisement
MAXIS centers
Price sensitivity
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
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.
PRODUCT / PRICE
VII. MARKETING MIX (4 PS)

PLACE
Distribution Channels:

ZyXEL Communication Corporation (M) Sdn. Bhd
Advanced Broadband Communications Sdn. Bhd
TechScience Consultants & Services Sdn. Bhd
MAXIS Partners
MAXIS Alliances
In an increasingly competitive and
complex communications industry,
the pace of technological innovation
is such that no single company can
survive if it operates alone. And
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
their capabilities as the preferred
communications solutions provider.

Below is the list of Maxis offices and its locations.

MAXIS HEADQUARTERS - LOCATIONS
Maxis Berhad
Aras 18, Menara Maxis
KLCC, Off Jalan Ampang
50088 Kuala Lumpur

MAXIS OTHER OFFICES AND LOCATIONS
Maxis Subang Hi-Tech
Plot 12155
Lot 13, Jalan Delima
1/1 Subang Hi-Tech
Industrial Park
40000 Shah Alam

Maxis System Operations Center Sg-Besi
Lebuhraya Puchong-Sg Besi
57000 Bukit Jalil
Kuala Lumpur

Maxis Sunway
Level 1, Menara Sunway Annex
Jalan Lagoon Timur
Bandar Sunway
46150 Petaling Jaya

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


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