E-Marketing Strategic - Digi.Com Berhad

1.0 Introduction

1.1 DiGi’s company background

         DiGi.Com Berhad (DiGi) is a telecommunication company which was established on 24 May 1995. It is the first company which offers digital mobile communications service in Malaysia and is part of the Telenor Group. However, its mobile services operations are undertaken by a wholly-owned subsidiary, DiGi Telecommunications Sdn. Bhd. The main businesses of DiGi are generally phones, tablets, internet and plans. DiGi has a vision of being a company that is always “Changing the Game” by constantly pushing boundaries, defining new standards and ensuring continuous improvements in all parts of it business. In order to achieve these improvements, DiGi has involved in both traditional and e-marketing strategies to create value for targeted customers.

1.2 DiGi’s traditional strategic marketing plan

        Firstly, in terms of offline marketing strategies, DiGi uses demographic segmentation by focusing on family life-cycle segmentation. For example, DiGi introduces families with kids certain family plans such as DG Smart Family, so that family members can call each other with minimum or even free rate while offering those youngsters or couples with DG Prepaid SmartPlan with cheaper SMS rate because they tend to send instant messages more frequently. Besides, DiGi also segments different races of customers as it provides 3 languages for its brochures to ensure that all races understand the meaning being communicated.

        The target strategy implemented by DiGi is niche marketing by targeting at mobile phone and tablet users. DiGi has comes out with different plans and internet related to these electronic devices to satisfy the needs of this niche.

        DiGi practices differentiation strategy by focusing on image differentiation. DiGi has promoted this Yellow Coverage Fellow (Yellow Man) through a series of television commercials. These commercials are incorporated with the tagline “DiGi’s widest coverage” and an upbeat theme song “I will follow you” which create experience for its customers that DiGi’s signals will always accompany them wherever they are.

        DiGi has positioned itself successfully in the mind of customers as a friendly and innovative brand through the Yellow Man campaign because public associated the bubbly, funny and amicable character of Yellow Man with its brand which makes DiGi stands out against its competitors.

        The main products and services offered by DiGi are smartphones, tablets, plans and internet. In terms of support services, for instance, DiGi has offered one-year-warranty for iPhone 5 sold in-store which greatly reduces the financial and performance risk perceived by the customers.