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Analysis Recently And Currently, Marketing Communications Campaigns Of Maxis (Malaysia Company)

1176 words - 5 pages

1.0 introductionMaxis is the one of biggest telecom company in Malaysia. It is best known for capturing the hearts and imaginations of millions of people across the globe with its acclaimed games, The Sims® and SimCity®! (Source: http://www.maxis.com/about/about_timeline1.php)Recently and currently, Maxis has many marketing communications campaigns for promote their products. The purpose of this paper is to assess to critically examine the Maxis' those campaigns which through advertising in terms of the following criteria bellowed:1. Marketing Communications Campaign - Promotion2. Marketing Communications Campaign - Print Media3. Marketing Communications Campaign - Radio & Television4. Other Marketing Communications Campaign - Internet-EmailAnd also in each section, it will describe whether these campaigns are good or not?The conclusion will be shown at the end; it will give my opinion about whether and why these campaigns are effective or ineffective?2.0 Marketing Communications CampaignsGoal of campaigns: Market share is important and it is also a measurement on the sales impact of advertising. Maxis has already got big market share in the market, but for company extension, Maxis' ad campaign goals were to increase awareness of their vehicles, which would increase sales, and finally increase market share, this being an ultimate goal.Strategy of CampaignsThe communication strategy of Maxis will be to instill and communicate the Hotlink character to the target audience and; to associate the Hotlink character with people who understand and believe a good quality of life. That earns a share of consumers' minds and hearts and ultimately.2.1 Sales PromotionFollow up to ad campaigns is also essential to ensure brand success. When Maxis design marketing campaigns, the major issues to contemplate are price and the promotional process.1. Promotion selling RM 10 Hotlink card with RM24 free airtime for RM 7.99 during the weekend recently in big shopping mall. Such as KLCC and so on.Analysis: Its target more focuses on the working people which go for shopping during the weekend. But RM20 free airtime will be given over a period of 4 months (RM5 * 4 months). People may feel that the money was given to them is so slow, it is not so much given by per month and it may not be worth to buy a new number to change.2. Free RM24 Airtime for new users with every purchase on Hotlink. And also it will be Ultimate Germany' 06 pack! It is including Get Football Freebies worth RM 24 But football freebies offer valid till 31 July 06.Analysis: Football freebies of this promotion is about a. Football Star Wallpapers Downloads; b. Football SMS Alerts; c. 15% Adida® Discount Voucher; d. Anthem Ringtones. Its target more focuses on football fans which might be interest in this promotion. But it means nothing for non-football fans. Maxis use this sales promotion campaign which quite narrow down target audiences.3. CERMANY' 06 KICK-OFF PARTY: A'Famosa Resort...

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