SITUATION ANALYSIS

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Chapter 1 – Project Overview

1.1 – Introduction

P1 wimax is broadband that state under Packet One Network (P1) . It is a Malaysian converged telecommunications, broadband and 4Gservice provider. A humble Malaysian start-up became the largest 4G operator in Malaysia and the region. They starting at zero customers to over 350,000 customers and also zero coverage to 45% of Malaysians now able to enjoy 4G broadband. Furthermore they become a showcase 4G network with Telco’s from over 60 countries visiting us to learn.P1 launched WiMAX-ready laptops with our partner Intel and partnered with SK Telecom which invested USD100 million in P1 and is sharing its operational experience to help us improve our network and service. It also signed an agreement with China Mobile, with 600 million subscribers, to promote our transition to dual WiMAX-TD-LTE network (the next generation 4G technology. P1 brought you city-wide WiFi service in KL in 2008, and now there are humbly the first to unveil the next generation in wireless broadband on Malaysian soil: WiMAX! . The P1 team is working hard to bring satisfaction to their customers in wireless Internet connectivity, and they strive to give the best to community.

1.2 – Problem Statement and Issues

P1Wimax bring incredible slow broadband connection for Malaysia user, they provide very unstable connection, inconsistent and irrelevant media marketing. P1 user also suffer with highly charge for only low spec services. Some user also being CTOS/Blacklist and denied their access for financial loan.

The coverage are not wide as they said. All this problem make customer run from them and who wtill new they must be lack of trust about P1 product.

The customer trust automatically will be slow and suddenly they will only have few customer and they cannot run their business properly. Now what I can see they are trying to make all back as usual gain back their customer but it quite hard because their competitors are going strong now .

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1.3 – Objectives and Aims

Objectives :

o Will make some promotion or attractive television commercial by animation or stop motion, which can make viewer see the effectiveness. Furthermore we will make a small event include game to attract people

o to make use of Medias to help spread the p1 product promotion. o to provide support and information for newly in network ways.

Aims :

o People will have the knowledge and more information about this network. o To make people target on this network rather than any else. o People will realize their creativity of being it self . o We aim to who are newly about having internet services provider . o Which whom want to try new thing or new services .

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Chapter 2 – Project Profile

2.1 Product Name

• P1 wimax new promotion services.

2.2 Product Classification

P1 W1MAX is presently a fixed portable broadband service that runs on the 2.3 GHz WiMAX spectrum and 802.16e 2005 standard, which is known as Mobile WiMAX.

It enables wireless broadband access up to 30 miles (50 km) from the base station.

2.3 – Product Characteristics

Type :

• Overview 4G & Fiber Plans . • One Plan • ForHome • ToGo Postpaid • ToGo Prepaid • ToGo Prepaid Top-Up • Quota Top-Up

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Packaging : -

Pricing range : Start from RM 69

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2.4 – Product Range

If it is a product that comes with varieties (e.g., flavours, colors etc), write down ALL of them. If it is packages available (just the type without description of the packages)

• Overview 4G & Fiber Plans . • One Plan • ForHome • ToGo Postpaid • ToGo Prepaid • ToGo Prepaid Top-Up • Quota Top-Up

2.5 – Distribution

Direct distribution- P1 sell their network service through the small stall or booth in certain shopping mall around Malaysia. P1 also market their services and product through media electronic such television commercial, internet’s ads and events booth.

The event booth is one of their approach to their service network, such as they will ask customer to fill up the form or play some game at the certain occasion to let them win p1 product. This method will increase the customer and improve their services.

2.6 – Product Life Cycle

INTRO GROWTH PEAK DECLINE

SALES

TIME

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2.7 – The Brand

Brief description of your brand within 200 words

P1 W1MAX is presently a fixed portable broadband service that runs on the 2.3 GHz WiMAX spectrum and 802.16e 2005 standard, which is known as Mobile WiMAX. It enables wireless broadband access up to 30 miles (50 km) from the base station.

P1 W1MAX offers three type of modems , P1 W1MAX DS300 Shared Modem,P1 W1MAX DV230 Shared Modem that integrates WiMAX, 802.11 b/g WiFi and voice functionality into one device.P1 W1MAX DX230 New 3-in-1 Modem that integrates WiMAX, 802.11 b/g/n WiFi and voice WIGGY and P1 W1MAX's On-the-Go Portable Modem is called WIGGY .

P1 W1MAX offers three packages which have WIGGY 129 which has speeds up to 3 Mbit/s, WIGGY 89 which has speeds up to 1.5 Mbit/s, and WIGGY 58 which has speeds up to 600 kbit/s. The WIGGY is also available in prepaid.

Initially, the WIGGY was advertised to offer speeds of up to 10Mbit/s. At the time the package was offered, it was the fastest wireless package offered in Malaysia. However this package was quickly pulled when the company received backlash after many of the subscribers found that they were unable to achieve the 10Mbit/s speed .

WiMAX for Embedded Devices was P1 W1MAX also offers WiMAX subscription for Intel powered Netbook and Notebooks that are WiMAX ready.

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– Brand Image and Implication

• Brand is still in introduction because the brand awareness and brand penetration is relatively lower than its major competitors. Currently, p1 is still below range under tmnet or unifi and nowadays there is more competitor who came to beat the rest which is maxis fiber.

2.9 – Strength and Weakness • Strength :

o Easy going packaging and creative. o Their website and advertisement are creative and attractive o Low price and more discounts. o Attractive advertising in media electronic and outdoor advertising .

• Weakness :

o Their coverage are not good in certain place because of their bandwidth limit.

o They lack of devices with attractive bundling and add-on options. o The higher data cap is low o Their portable offerings are not affordable as existing now. o The don’t have direct subscription sign-up online . o Untrustworthy product by certain user.

2.10 – Advantages and Disadvantages

• Advantages :

o Their advertisement and website already attract user to buy . o User will excited when look at creative ads and might want them to

replace their network or to have a new one . o They always have discount that will attract customer to buy .

• Disadvantages :

o Customer or user will have no patience with slowness connection. o They always see review before buy the product and most the review in

internet is bad review about p1.

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2.11 – Unique Selling Proposition (USP) • Creative promotion by television commercial and booths event. • Promotion have been offer by ages, like student packages, business package

and home packages,

2.12 – Promotional History and Advertising Schedule

Timeline of how brand got involved in promotional activities

o MalaysianWireless] P1 WiMAX Broadband now available in Sabah 12 July 2012.

o P1 W1MAX CUSTOMERS GET REWARDED BY JUST MAKING PAYMENT ON TIME 3 September 2010.

o P1 W1MAX INTRODUCES ITS MOST ADVANCED 4G MODEM, THE 3-IN-1 DX-230 06 August 2010.

o P1 W1MAX NOW AVAILABLE IN PENANG! 02 April 2009.

o P1 W1MAX FREE MODEM PROMO TO END ON 1 FEBRUARY 28 January 2009

o PENANGITES EXPERIENCE THE REAL BENEFITS OF P1 W1MAX BROADBAND 19 January 2009.

o GET P1 W1MAX BROADBAND SOONER BY VOTING FOR YOUR AREA! 09 January 2009.

o P1 W1MAX KEEPS THE BUZZ GOING AT THE PIKOM PC FAIR 2008 IN KL 15 December 2008.

o P1 W1MAX CONTINUES RAMPING UP COVERAGE IN THE KLANG VALLEY 10 December 2008.

o P1 W1MAX IS NOW AVAILABLE IN JOHOR BHARU 28 November 2008

o MALAYSIA's FIRST W1MAX LICENSE HOLDER PACKET ONE NETWORKS ENHANCES W1MAX LAUNCH READINESS 10 April 2008

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2.13– Positioning Statement

o Choose your p1 wimax for a better value. Up to 10% monthly discount .

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Chapter 3 – The Company

3.1 – Company Overview

P1 is the 4G broadband leader in Malaysia, it was open on 20 august 2008. We provide 4G wireless and fiber broadband to Malaysians. P1 started in August 2008 and now we have grown from zero to over 400,000 subscribers with 53% population coverage of West Malaysia. P1 is a subsidiary of Green Packet Berhad with South Korea leading Operator, SK Telecom as second largest shareholder. We are the strategic partner for Qualcomm (world’s largest 3G chipset manufacturer) and China Mobile (world’s largest telco) since 2011. This allowed P1 to be able to spearhead TD-LTE technology once Malaysian Communications and Multimedia Commission permitted the deployment. Green Packet was at the verge of resigning to oblivion if not for a very determined CC Puan. CC believed in the technology that the company was developing to meet a future need of ‘anytime, anywhere connectivity’. He was also determined to sustain the employment of his hopeful and talented research and development team, some of whom were living in the United States on working visas.

3.2 – Business Description

The beginning of Green Packet is tied to one visionary man, Founder, Group Managing Director cum CEO, CC Puan. A graduate in Finance and Management Information System, a young CC Puan in year 1999, invested to set up a technology company with some partners in the Silicon Valley. That was during the dot.com prime where funding was aplenty and venture capitalists literally lined the streets. A year into business came the dot.com bust which greatly affected the Green Packet team. The then CEO decided to call it quits with funding dried up.

The Green Packet Group aims to build leadership in 4G mobile broadband, and by diligently executing on our business plan and strategy of our two core businesses of ‘Solutions’ and ‘4G Network Operator,’ will ensure high sustained revenue and healthy growth for the Company.

They was at the verge of resigning to oblivion if not for a very determined CC Puan. CC believed in the technology that the company was developing to meet a future need of ‘anytime, anywhere connectivity’. He was also determined to

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sustain the employment of his hopeful and talented research and development team, some of whom were living in the United States on working visas.

Once he verified the business potential, he wrestled circumstances to keep the Company afloat. CC maintained the small R&D team in the US and moved the operation to Malaysia, at the heart of Southeast Asia. Not only was the costs of operation reduced substantially, CC refocused Green Packet’s business on new emerging markets, namely China and Southeast Asian countries.

P1 4g ,Network Operator & Service Provider provide Greenfield Operator ,commercial service launch in august 2008. They are the first Asia Pacific to deploy 802.16.e 2.3GHz WIMAX and among pioneers in the world. Server 388,000 subscribers as at December 2011.Futhermore,50% population coverage, to achieve 65% by the end 2012. They are the only WIMAX licensee in Malaysia authorized to deploy nationwide .It also further entrusted with additional 2.6GHz TDD/FDD spectrum by the Government .Successfully acquires Singapore WIMAX spectrum license. Technology and Strategic partner is Intel and SK Telecom.

3.3 – Company History

Within five years, Green Packet was listed on the MESDAQ market of the Malaysian bourse where the Company’s market capitalization peaked to RM 2.7 billion. Two years later in 2007, Green Packet transitioned to the Main Market. To ensure Green Packet weathers economic changes and market volatility of the highly competitive solutioning business, its Board of Directors and Management Team devised a 5-year business plan and strategy spanning from 2007 to 2011. The business plan and strategy comprise of product diversification, geographical diversification and the creation of a recurring revenue network operator business. Four years into executing the Group’s biggest transformation, Green Packet has emerged a fully integrated mobile broadband player anchored firmly on the two synergistic pillars of ‘Solutions’ and 4G Network Operator.’ It has grown its business by a few respectable folds with operations in nine countries; the USA, Malaysia, Singapore, Taiwan, China, Australia, Bahrain, Thailand and Hong Kong. Green Packet currently employs over 1,000 ‘Packeteers’.

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3.4 – Key People

Puan Chan Cheong Group Managing Director and Group

Chief Executive Officer

A. SHUKOR BIN S.A. KARIM Chairmain and Independent,

Non-Executive Director

Michael Lai Chief Executive Officer

Dr.Ahn Hoekyun Chief Stratergy Officer and Deputy Chief

Executive Officer

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3.5 – Location and Subsidiaries

3.5.1 Location • Green Packet Berhad

Packet Hub, 159, Jalan Templer, 46050 Petaling Jaya, Selangor Darul Ehsan, Malaysia. Tel +603 7450 8888 / Fax +603 7450 889 Email : [email protected] Facebook : http://www.facebook.com/P1Cares Twitter : https://twitter.com/p1cares

3.5.2 Subsidiaries

Packet One Networks(Malaysia) Sdn Bhd, Packet Hub, Level G 159, Jalan Templer, 46050,Petaling Jaya ,Selangor,Malaysia.

3.6 – Brands, Major Products and Services

3.6.1 Brand – P1 beyond broadband

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3.6.2 Products – 4G Fixed Home Wireless broadband, 4G on-the-go broadband, P1 Fiber and IP voice for both consumer and business markets

• 4G Fixed Home Wireless broadband o 4G broadband provides speeds that can be up to 10 times faster than 3G. o 4G is built for all the great things you want to do with high speed

broadband, at home, in the office or on the go. • Instant activation • Portable

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• 4G on-the-go broadband o The ToGo plans are new postpaid Broadband On-The-Go plans by P1.

These new plans offer best value for money. Moreover, you enjoy up to 10% monthly discount from 7th month onwards. On top of that, the P1 4G Portable Modem is provided for FREE in a modem rental scheme. You can choose any of the 3 modems for your needs.

• P1 Fiber o Fiber broadband offers high speed broadband on a fiber optics network. o Fiber is built for heavy data usage for your home and office.

• Requires installation • Offers high usage quota

• IP voice o P1 Voice is a new Fixed Line Voice Service from Packet One Networks

Sdn. Bhd. that lets you make and receive calls over P1. To use this service, you’ll need one of the following devices: - DV-230 Desktop Modem - DX-230 Desktop Modem

3.7 – Corporate Vision • To be the visionary global leader in delivering best connectivity to enrich

lives and want o reach 60% of the Malaysian population by 2012, and reach 100% coverage in 10 years.

3.8 – Corporate Mission • They set out to be an inspiring international brand and company offering

high value and beneficial products, solutions and services through their two synergistic business streams of Solutions and Converged Communications Services.

• To fulfill their mission, they will continuously such innovate to meet to the

current and future needs of our customers; and commit to the culture of service excellence, deliver our value proposition to the international marketplace and deliver our value proposition to the international marketplace

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3.8.1 P1’s vision and mission since the inception in 2008 is always to provide Broadband for all. We are not only ambitious about connecting the people, but the objects and machines as well. We envision the world where every car, every fridge, every rice cooker in the future will be smartly connected.

3.9 – Company’s Current Promotional Strategy

• Big where it matter. Dominate where we are” have been our marketing strategies since 2008. P1 as a start-up with limited resources such as fund and talent, we have to be very prudent in our spending. We build our coverage one site at a time and without coverage, there is no product to sell. Therefore, it is not feasible for us to go for mass advertisement but we go very ground to reach customers. Until now, we are still practicing such marketing tactics such as roving team, stalls at night markets and we are very active on social media as well.

3.10 – Product Sales’ History

• Put a graph that shows the development of the product sales’ history

• P1 started by offering Fixed home wireless broadband to address the low household broadband penetration back in 2008. This is also because of our limited coverage where mobile broadband offering does not make business sense.

• P1 offered nomadic broadband in 2009 where we covered about 45% of West Malaysia population. We do not coin our nomadic broadband as mobile as our coverage is still not extensive enough.

• P1 started to offer Fiber broadband early this year to address the subscribers

who need high bandwidth and business with high demand on stable broadband connectivity.

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3.11 – Current Marketing Objective

• SHORT term – to boost sales figure • LONG terms – to position P1 as the broadband leader with cutting edge

technology

3.12 – Media Expenditure

• NULL

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Chapter 4 – Consumers and Stakeholders

4.1 – Current Consumers’ Characteristics

4.1.1 Demographics – Identify “current” demographics situation;

a. Age – 22 to 27 years old

b. Gender : Female & Male

c. Education : All

d. Occupation: student and worker

e. Income range: RM100 – RM500

f. Race & ethnicity : All race and ethnicity

g. Geographical location : Urban

4.1.2 Psychographics - Identify “current” psychographics situation;

a. Perception: Consumers who like to try a new thing and who concern about promotion .

b. Learning: Tv ads , billboard,Friends and Social Network.

c. Motivation & needs:

d. Attitude & Personality: concern about needs of consumer .

e. Lifestyle: modern and creative

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4.2 – Stakeholders’ Characteristics

4.2.1 Primary – Internal stakeholders. • Regulators such as Malaysian Communications and Multimedia Commission • Ministry of Culture and Ministry of Information Communications and Culture • Media • Analyst. • End-consumer and business owners.

4.2.2 Secondary – External stakeholders.

• P1 are using Symworld as their media buy agency. • Symworld is the company that has been search for new idea for their clients

campaign .

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Chapter 5 – Industry and Marketplace

5.1 – The Industry

Telecommunication is the transmission of information over significant distances to communicate. It is also a science and technology of sending and receiving information such as sound, visual images, or computer data over long distances through the use of electrical, radio, or light signals, using electronic devices to encode the information as signals and to decode the signals as information.

In earlier times, telecommunications involved the use of visual signals, such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs, or audio messages such as coded drumbeats, lung-blown horns, and loud whistles.

In modern times, telecommunications involves the use of electrical devices such as the telegraph, telephone, and teleprompter, as well as the use of radio and microwave communications, as well as fiber optics and their associated electronics, plus the use of the orbiting satellites and the Internet.

internet

telecommunication

P1

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5.1.2 Shape of the Industry

Early telecommunications transmissions used analog signals, which were

transferred over copper wires. Today, telephone and cable companies still use these same lines, though most transmissions are now digital. For this reason, most new telecommunications wiring is done with cables that are optimized for digital communication, such as fiber-optic cables and digital phone lines. Since both analog and digital communications are based on electrical signals, transmitted data is received almost instantaneously, regardless of the distance. This allows people to quickly communicate with others across the street or across the globe. So whether you're sending an e-mail to a coworker, or talking on the phone with a friend, you can thank telecommunications for making it possible. A revolution in wireless telecommunications began in the 1900s (decade) with pioneering developments in wireless radio communications by Nikola Tesla and Guglielmo Marconi. Marconi won the Nobel Prize in Physics in 1909 for his efforts. Other highly notable pioneering inventors and developers in the field of electrical and electronic telecommunications include Charles Wheatstone and Samuel Morse (telegraph), Alexander Graham Bell(telephone), Edwin Armstrong, and Lee de Forest (radio), as well as John Logie Baird and Philo Farnsworth (television). The world's effective capacity to exchange information through two-way telecommunication networks grew from 281 pet bytes of (optimally compressed) information in 1986, to 471 pet bytes in 1993, to 2.2 (optimally compressed) exabytes in 2000, and to 65 (optimally compressed) Exabyte’s in 2007. This is the informational equivalent of 2 newspaper pages per person per day in 1986, and 6 entire newspapers per person per day by 2007. Given this growth, telecommunications play an increasingly important role in the world economy and the worldwide telecommunication industry's revenue was estimated to be $3.85 trillion in 2008. The service revenue of the global telecommunications industry was estimated to be $1.7 trillion in 2008, and is expected to touch $2.7 trillion by 2013

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5.1.3 Development of the Industry

In 1791 The Chappe brothers, in France, were in their teens and were going to schools some distance apart but visible to each other. They obtained permission to set up a signaling system so they could send messages to each other. Their semaphore system consisted of movable arms on a pole whose positions denoted letters of the alphabet.

They established the first commercial semaphore system between two locations near Paris in 1793. Napoleon thought this was a great idea. Soon there were semaphore signaling systems covering the main cities of France. Semaphore signaling spread to Italy, Germany and Russia. Thousands of men were employed manning the stations. Speed: about 15 characters per minute. Code books came into play so that whole sentences could be represented by a few characters. Semaphores weren't very successful in England because of the fog and smog caused by the Industrial Revolution. Claude Chappe headed France's system for 30 years and then was "retired" when a new administration came into power. There were semaphore systems in the U.S., especially from Martha's Vineyard (an island near Cape Cod) and Boston, reporting to Boston's Custom House on the movement of sailing ships. This was also true around New York City and San Francisco. Samuel F.B. Morse, the inventor of the electric telegraph, reportedly saw the semaphore system in operation in Europe. The last operational semaphore system went out of business in 1860. It was located in Algeria.

Furthermore, 1840 The congress was requested to provide funding for a semaphore system running from NYC to New Orleans. Samuel Morse, it is said, advised against funding of this system because of his work on developing the electric telegraph. In follow FAX invented by the Scotch physicist Alexander Bain in 1843 and Morse demonstrates the electric telegraph in 1844.Starting 1851 There are 51 telegraph companies in operation and Western Union formed by six men from Rochester, N.Y. They start an acquisition spree runs on 1856.

By 1861 Both coasts are connected. There are now 2250 telegraph offices in operation nationwide.1867 onward the first Atlantic cable, promoted by Cyrus Field, was layed on July 27th.Than Thomas Edison invents multiplex telegraphy in 1870 and Western Union buys the telegraph equipment manufacturing firm, Gray & Barton, and renamed it Western Electric in 1872 .

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5.2 – The Marketplace

• 5.2.1 Current Condition of the Marketplace

o The P1 wimax is currently in an intensive competition ,a lot of competitors are compete each other while directly or indirectly .To survive the competition,P1 have become more creative and innovative than ever to fight for more sales in the market .

• 5.2.2 Changes in Marketplace

o Positive Nowadays more competitors has come out and there always be p1 research and reference to be good and improve their skill .Thus it boosting the growth to the industry .

o Negative While market have more competitors so that this will lost in profits and cost in advertising and promotion .

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Chapter 6 – Competitive Situation

6.1 – Direct Competitors

Streamyx is Malaysia's premier broadband provider, hooking up Malaysians nationwide with the fast-paced online world. The bandwidth provided by Streamyx gives you an unsurpassed Internet experience. Audio and video stream consistently. And you're easily kept abreast with the complex applications and heavy websites that are now in vogue.

UniFi is a broadband service that uses fibre optics to deliver high speed internet, phone and IPTV services to customers' homes. The type of technology used to deliver UniFi service to customers' homes would depend on the type of customer premise. If the customer's premise is a landed property, Fibre to the Home (FTTH) will be used whereas if the customer's premise is a high rise building, Very high speed Digital Subscriber Line 2 (VDSL 2) will be used.

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6.2 – Indirect Competitors

Nokia Corporation is a Finnish multinational communications corporation headquartered in Keilaniemi, Espoo, Finland. Its principal products are mobile electronic devices, primarily mobile telephones and other communications devices. It also offers Internet services including applications, games, music, maps, media and messaging through its Ovi platform, and free-of-charge digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia has a joint venture with Siemens, Nokia Siemens Networks, which provides telecommunications network equipment, solutions and services.

BlackBerry is a line of Smartphone devices developed and designed by Research In Motion (RIM). The first BlackBerry smartphone was released in 1999. The latest BlackBerry 7 devices were announced in the Fall of 2010.

BlackBerry devices are smartphones, which are designed to function as personal digital assistants, portable media players, internet browsers, gaming devices, cameras and much more. They are primarily known for their ability to send and receive (push) email and instant messages while maintaining a high level of security through on-device message encryption. BlackBerry devices support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service.

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Chapter 7 – SWOT Analysis

7.1 – Strength

o Easy going packaging and creative. o Their website and advertisement are creative and attractive o Low price and more discounts. o Attractive advertising in media electronic and outdoor advertising .

7.2– Weakness

o Their coverage is not good in certain place because of their bandwidth limit.

o They lack of devices with attractive bundling and add-on options. o The higher data cap is low o Their portable offerings are not affordable as existing now. o They don’t have direct subscription sign-up online . o Untrustworthy product by certain user.

7.3– Opportunity

o Creative advertising may attract customer to buy their product . o Good servicing , therefore customer will happy to interact with our

customer service than will buy our product o They are new comers and come with creative ads about their promotion,

broadband are easy to bring.

7.4– Threats

o Bad review from any stable user to hold up them from taking up their place to be on top in network selection user .

o Previous user of p1 product don’t believe to any changers that p1 will make, that causes some new customer not believe to this product.

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Chapter 8 – Strategic Target Audience

8.1 – Proposed Primary Target Audience

Demographic

Age – 33 to 45 years old

Gender : Female & Male

Education : All

Occupation: student and worker

Income range: RM2500 – RM3500

Race & ethnicity : All race and ethnicity

Geographical location : Urban

Psychographic

Perception: Consumers who like to try a new thing and who concern about promotion.

Learning: TV ads, billboard, Friends and Social Network.

Motivation & needs:

Attitude & Personality: concern about needs of consumer.

Lifestyle: modern and creative

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8.2 – Proposed Secondary Target Audience (if any)

Demographic

Age – 22 to 27 years old

Gender : Female & Male

Education : All

Occupation: student and worker

Income range: RM100 – RM500

Race & ethnicity : All race and ethnicity

Geographical location : Urban

Psychographic

Perception: the young do like an attractive information or new thing.

Learning: TV ads, billboard, Friends and Social Network.

Motivation & needs:

Attitude & Personality: concern about needs of consumer.

Lifestyle: modern and creative

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9.1 – Marketplace Research

Going to the actual store that sells the product, use visuals accompanied by captions

P1 Pamphlet

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9.2 – Market Observation

What I see and I interview the person in p1 outlet , i ask him about how many customer will come and what the best seller product .He said a month they will have around 10 and above customer perday.it is because their outlet mostly in shopping complex ,so their customer will be worker,parents,student and customer who want pay their bill.

9.3 – Online Survey

Write down all questions and answers in percentage value. Use pie/bar charts to illustrate the findings

P1 Wimax Broadband Hi, I'm Nurul Atiqah , a student from Multimedia University (MMU), Bachelor of Multimedia (Hons) Advertising Design, Faculty of Creative Multimedia (FCM). Currently, I'm doing a research on a P1 (Packet One) Wimax Broadband for my final year project. Kindly complete the following questionnaire form; all the input and feedback on this study are highly appreciated and much needed for my research. The information gathered will be kept private and confidential. Thank you for your co-operation and contribution by spending your precious time in filling up this questionnaire. * Required

1.What is your gender?

o Male o Female

2. How old are you? *

o 16-21 o 22-27 o 28-34 o 35 -40

3. What is your marital status ? *

o Single o Married

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4.what is your occupation ? *

o Student o Professional o Businessman/businesswoman o Government servant o Private sector employee o Others _______________

5. What is your ethnic group? *

o Malay o Chinese o Indian o Others _______________

6. What is your monthly income? *

o RM100-RM500 o RM 600-RM1000 o RM 1000- RM1500 o RM1500-RM2000

7. Where do you live? *

o klang valley / Selangor o Others____________

8. What network that you prefer to use for internet ? *

o P1 wimax o maxis broadband o celcom broadband.

o unifi

o others

9. How often do you use internet *

o daily o once a week o once a month o rarely

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10. Who will pay for your internet ? *

o myself o myparents

11. Have you ever heard of P1 Wimax Broadband? *

o yes o no

12. Where did you hear about P1 Wimax ? * you can choose more than one

o friends o tv ads o billboard o social network

13.How fast is the internet connection speed of P1 Wimax Broadband? *

o slow o fast o depends on area o never use it

14. Have you visited P1 Wimax's official website? *

o Yes o No

15. What do you think about their website.?

o Nice o Easy to understand o Complicated

16.What do you think about P1 wimax advertisement ? *

o Creative o Easy to understand o Ridiculous

17.What can P1 Wimax improve to achieve brand awareness? *

o Packaging o Price o Connection o Advertising

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9.3.1 Survey result

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9.4 – Interview

First I go through their website to get info, and suddenly they have a chat box on their left .I try chat at there to get some information, first I try there is no response but I try several time and I get feedback from them and I ask the question about their company,the person who in charge were take my question and send it to their whom it may concern.

Next is which I see there is no feedback, than I try another way which contact them through face book P1 fan page which http://www.facebook.com/P1Cares . this is sample of my chat with the person of p1 care .

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I also do send an email to their company which is the person who in charge me is Eve Soh (Corporate Communications) .finally I got few information from their company .

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There is another method of interview which I go to the outlet itself and ask a few question and take some picture to this project .

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9.5 – survey

Any other methods and techniques you used during the research development.

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Chapter 10 – Precedent Studies

10.1 – Advertising Strategy

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10.2 – Precedent Studies

10.2.1 Website

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10.2.2 Tv commercial

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References

P1 wimax(2012). ; press release story :

http://www.p1.com.my/aboutus/aboutus_media.aspx

Gwee Hwa Kian(2009), P1 wimax –exceed broadband website :

http://p1-wimax.blogspot.com/

Green Packet Berhad( 2012);gree packet website :

http://www.greenpacket.com/au_story.html

THEAN EU (2009) All About Communication ;From blogspot website.:

http://telcoblog.nst.com.my/search/label/Packet%20One%20Networks%20%28M

alaysia%29%20Sdn%20Bhd

Intel Corporation( 2009) ; WIMAX succed story: How packet one did it ; website

http://www.p1.com.my/common/pdf/pi_case_study_wimax.pdf

Anonymous (13 October 2011 ) ; P1 sign with TM to accelerate HSBB to more Malaysian :website

http://www.p1.com.my/pressreleases/20111013_P1_SIGNS_WITH_TM_TO_ACCELER

ATE_HSBB_TO_MORE_MALAYSIANS.html

WIMAX forum (2009); Packet One Networks; website :

http://www.wimaxforum.org/sites/wimaxforum.org/files/document_library/packet_

one.pdf