Proposal

Product strategy

The three level of product are core benefits,actual product and augmented product

Core benefits

Core benefits are services that customers are looking for.For this case of starhub-max online,our product is internet services so the core benefits would be telecommunication linking people to the world of information and communication

Actual product

1-Brand name

Max online is a brand name that starhub have designed for their internet services.Max-online is use to differentiate the internet services from their competitors and add value to their product..StarHub-max-online has always led in broadband speed in Singapore compare to their competitors m1 and singtel(appendix 2).Max-online has also received several awards-best telecommunication industry 2010, No. 1 in Info-Comms and Internet Service Provider sectors for first three quarters in 2009 etc(appendix 1).It help consumers identify product that benefit them.Max online tells about the product quality and consistency in term of delivery internet services as well as service receive when buying the product.(appendix 1).Max online has a good brand equity that differential itself from competitors.(Winner of the Singapore 1000: Return on Equity Excellence Award).Max online has a good brand name (appendix 9)

Overall,max online has position its brand well.however there are still improvement to be made.they must ensure that the internet quality and speed get improved every year,as well as customer service received during the purchases of the product.In this way,will the brand name of the company get better and better.

2-Quality level

a good product quality close linked to customer value and satisfaction. This help starhub to compete with other companies. internet signal is good. The speed is fast, and the customers face a low frenquency technical problems. (StarHub won the Best Broadband Carrier award 2008 at the Telecom Asia Awards. Chan Kin Hung, Products & Solutions SVP of StarHub, attributes...