Marketing Principles of Digi

Introduction

TV commercial is a paid announcement, we called it advertisement. The advertisement on television allows an organization to shows the business, products and services. Other than that, it can show how the product or service works, can let consumer to know easily. So the consumer will know what to look for on the point of sale.

DIGI

DIGI is a part of the Telenor Group, a global telecommunications provider. DIGI providers mobile voice, internet and digital services to 11 million customers in Malaysia. The objective of the DIGI television commercial is to attract more people to know what DIGI selling and the services they got. Through the television commercial can clearly convey the message to all the consumers. Apart from this, DIGI trying to attract consumers buy the products from DIGI. Using the TV commercial can let consumers know what promotion are they doing and also how good the services they got such as they got a strong connection at every corner in Malaysia. It is not enough to just advertise to achieve key objectives. DIGI must deliver what they promise from the advertisement.

Positioning strategies of DIGI, the product attributes is one of the characteristics that define a product and will affect purchase decision of a consumer and also a specific feature or benefits of the product. We can classify DIGI as a cheaper telecommunication service provider. Some of the DIGI’s plans are cheaper. Classes of users the categories of positioning, DIGI come out the student package for the student of university (D’Campus) to giving the lowest rate on calling or SMS. DIGI also come out with pre-paid and post-paid to target different groups of consumers.

The intended message come out from DIGI is the most impactful advertisement on television commercial. Yellow DIGI Man represents the signal of phones to tell people how good is their coverage area. Entitled “DIGI Yellow”, and tagline “DIGI’s WIDEST Coverage. Always with you”. DIGI also come out a...