DiGi.Com Berhad DiGi is one of the top three telecommunications companies in Malaysia and it is part of the global telecommunications provider, Telenor Group of Norway. DiGi Telecommunications Sdn Bhd. is the mobile service operations of DiGi and it commenced operations in 1995 with GSM1800 services, the first digital mobile communications service in Malaysia. In the last five years, DiGi’s turnover has more than doubled to about RM4.9 billion with around 7.7 million subscribers. DiGi is excellent in focusing on making communicating easy, keeping it relevant and providing the best offers to ensure exceptional customer experience in mobile and data services.

DiGi’s lively and bubbly styles are reflected through all its brand advertisings with a prominent and instantly recognizable sunny yellow brand of color. This help to attract attention and establish brand relationship with their active pop generation subscribers, who always demand for tech savvy inspiration through the latest offerings in multimedia and entertainment. Together with MTV Networks Asia, one of DiGi’s most influential new youth service package is the DiGi Prepaid MTV Powerpack. This unique innovation is bundled with eye-catching offers including free and unlimited offers on SMS, entertainment downloads and the latest information and news.

Being the first to offer prepaid services in Malaysia, DiGi’s main focus and strength is still largely on the prepaid market although it also expands aggressively on postpaid plans. DiGi’s latest campaign with its easily recognizable Yellow Coverage Fellow (YCF) mascot has also created vast brand awareness of its wide coverage.

Branding and Promotional Efforts

DiGi branding plays a major role to development its company which leading the market share in telecommunication industry. It has using difference stages and advertising to development its brand. DiGi also made their logo and motto of company which is simple and effective for development its brand. They use yellow colors in the advertisement and the logo. The advertisement was created by simple, creative and also effective to deliver the message to the customers.

DiGi with its mainstay philosophy of “Connecting You to Your World” is a telco that listens to its customers and tailors its services to suit their lifestyles and aims to provide services that are meaningful and relevant, enhancing the way people live, work and play.

The tagline of DiGi is “Always the Smarter Choice” which can see with the logo in every advertisement that comparing with others telecommunication DiGi provide the lowest prices, affordable and convenient type of communication service to the customers. DiGi always is the smart choice for the customer which led great benefit to the customer.

The slogan of DiGi also very creative, attract publics and easy to remember. The slogan of DiGi is “I Will Follow You” which can always appear with yellowman in media advertising. The creative yellowman and slogan was get major attention in Malaysia when we see it will immediately know that is DiGi brand because DiGi had give the deep impression to the public.

Besides, DiGi had using difference promotion to satisfy the customer needs which provided the low prices of communication service and others plan for customer. DiGi had collaboration with Apple, Samsung, HTC, Black Berry and others company which make the DG Smart Plan for customer. DiGi had made the advantages to promote their plans with several packages which allow user to choose the package and sign up the package. The DiGi Smart Plan is very popular because the plan is reasonable plan and user also can get the benefits which get the lowest price of calling, SMS and online services.

Moreover, even DiGi had provided lowest price to consumer but it did not affect their marketing strategies. DiGi still had come out the strategies to keep the consumer and provided the good services to the consumer. DiGi not only focus their business but also provides a lot of benefit to the consumers.

IMC and Branding

DiGi had used the Integrated Marketing Communication (IMC) to promote their brand. They use the IMC tools to help the company build up the brand and earn the money. They had used the promotional alternative to communicate with consumers. Although IMC need a lot of effort to delivers many benefit but it can create boost sales, profits and competitive advantage which saving money, time and stress.

The marketing is maintaining the relationship with consumer and also deliver the value to consumer. The marketing also customized to satisfy the needs of specific target markets. Digi realise that people are different in more ways than one, the brand positioning is to aim to be a leader in innovation and develop relevant and quality products and services with strong appeal to the youth and business markets.

Marketing of DiGi had combined the promotional to attract the consumer and reach the target audiences. DiGi had made the smart plan which meet the market expectation and attract consumer to support them. For example, DiGi is only mobile service provider to offer free Facebook access and music via its Music Bonus feature. The latter offers three free MP3 songs every month. As for Facebook access, customers can easily update their Facebook status or receive alerts via Facebook Zero all for free.

DiGi had using print media and electronic media to promote their advertisement. They are using very creative advertising in newspaper, official website, billboard and others. They used advertising to make the awareness to the public and persuade public try to use the DiGi brand. Besides, advertising also help the DiGi to reach the target audience which attracts public attention of see the DiGi advertising in difference media and everywhere in Malaysia.

Furthermore, the information of advertising will be distributed by public relations. Public relations will help DiGi to publish the press release which let the public know more about the DiGi latest news and any new plan and advertising also is distributed by public relations. Public relations are playing an important role in a company, they are not only help the company deliver the information and also build up the company image.

In addition, DiGi is very successful of using the IMC plan in the market. The IMC plan had help DiGi become strong and build up the brand in Malaysia. Now, DiGi has a strong brand affinity with youths and with this vibrant market segment. IMC plan had enhanced DiGi brand image and also help the DiGi increase the profit.

Conclusion

DiGi is surprised to be named the winner in Malaysia, the recognition is a powerful affirmation of the efforts made by the employees to create a brand image that everyone is passionate about. It will be the brand that has continuously created enjoyable and pleasant surprises, excitement and unforgettable times for subscribers that will win over their hearts, minds and market share.

Ensuring long term brand loyalty, brand recognition and brand recall is absolutely possible as long as Digi hold true to their brand promises and create a total brand experience for subscribers. Through brand promotions that are in line with their brand focus, the Digi brand will continue to grow stronger and drive the future of the telecommunications industry in the country.

From the IMC plan, we can know that DiGi had put more effort to build up their image and business. They are using difference type of IMC tools to promote the brand which also increases the profit of company.

Reference

DiGi 2012, About DiGi, viewed on 30 October 2012, from .

DiGi 2011, Annual Report, viewed on 30 October 2012, from .

DiGi 2012, Press Release, viewed on 30 October 2012, from .

MMC Learning 2009, Marketing Communication, viewed on 31 October 2012, from .