Introduction
Marketing today is not a function; it is a way of doing business. Marketing is not a new advertising campaign. Marketing has to be all-pervasive, part of everyone’s job description, from the receptionist to the board of directors. Its job is not to fool the customer nor to falsify the company’s image. It is to integrate the customer into the design of the product and to design a systematic process for interaction that will create substance in the relationship.
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Definition of the topic
Marketing touches every aspect of our walking lives, from our very birth to our death. What is important to remember is that marketing is dynamic and not static. Organizations, whether for profit or not-for-profit, they’re still must be able to adapt their marketing to changing internal and external environmental factor. Organization that remain static in their marketing thinking are prone to failure, especially within hypercompetitive environments example global markets and e-business. From whatever angle we look, the action of marketing takes place in everywhere. It is all around us, is just whether we see it or comprehend it. As we shall see, marketing is above all dependent upon people – whether that is the person who designs and creates the product,those involved in the manufacture of the product ,the marketer, the wholesaler, the distributor, the retailer or the customers. All influence the marketing of the product or service, and ultimately itls success or failure. Marketing is the distinguishing, the unique function of the business. Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from customers. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. Marketing as a management function, appears to be in decline. Marketing as a management philosophy and orientation, espoused and practice throughout the corporation, is however seen increasingly as critical to the success of any organization. More than that, marketing also is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably as well as a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. In marketing, there are some core concept we have to need to know that is we must understanding marketplace and customer needs, wants and demands in order to create a product to satisfy customer. Furthermore, another core concept is market offering. Market offering are some combination of product, services, information, or experiences offer to a market to satisfy a need or want. Therefore, customer value and satisfaction expectation also is one of the core concept that we need to measure by the marketer and the customer
Background of DiGi organization
Back to main topic, I would like to choose DiGi as our coursework resources.
Digi International® was founded and developed in 1985 and they called it as DigiBoard.
The organization went public as Digi International in 1989 and is traded on the NASDAQ National Market under the symbol DGII. Digi® employs more than 600 people worldwide. With their global headquarters in Minnetonka, Minnesota, and regional sales offices throughout North America, Europe and Asia, their products are available through approximately 262 distributors in more than 70 countries. They also have engineering locations in North America, Europe and India. DiGi works as a type of telecommunication organization, it’s run by a management team under Joseph T. Dunsmore – Chairman of the Board, President and Chief Executive Officer, Subramanian Krishnan – Senior Vice President, Chief Financial Officer and Treasurer, Larry Kraft – Senior Vice President of Sales and Marketing, Joel Young – Senior Vice President of Research and Development, and Chief Technical Officer, Jon A. Nyland – Vice President of Manufacturing Operations, Stephen E. Popovich – Vice President, Business Development, Tracy Roberts – Vice President of Human Resources and IT, Curt Ahart – Vice President of Business Development, Steve Ericson – Vice President of Product Management, John Guargena – Vice President of Americas Sales, and lastly we have Frederic Luu – Vice President of Sales and Marketing – EMEA.
Digi Corporate is the leading supplier of corporate imaging solutions to some of Australia’s largest retail companies. They also have manufacturing and construction divisions where they can build structures as large as Billboards, illuminated Fascia’s and Pylon signs, as well as the components to complete signage and commercial shop fit outs end to end.
For their Managing Director Rod Warner maintains a very hands on approach with the daily activity of the business and especially the ongoing personal relationships with their customers. Rod believes in providing services on an intimate level to guarantee quality, urgency and total customer satisfaction.
Digi sells its products through a global network of distributors, systems integrators, value added resellers (VARs) and original equipment manufacturers (OEMs). Internationally, Digi sells and markets it products through approximately 262 distributors in more than 70 countries.
Products and Services
Basically Digi is a telecommunication organization, their main service is produced a network to link up customer and another customer in other place to ensure that they can have a conversation when they needed. Beside that of course they also has serveral product, such as embedded product – modules, software, single-board computers, satellite communications products, microprocessors, development kits, and design services through our subsidiary Spectrum Design Solution. Next, for non-embedded products include cellular routers, gateways, wireless communication adapters (ZigBee, Wi-Fi, proprietary RF), serial servers, intelligent console servers, USB connected products, remote display products, cameras, sensors and the #1 selling serial card line in the world.
DiGi Telecommunications Sdn. Bhd. provides a variety of mobile communication services. These services include voice under their prepaid plans & postpaid plans, SMS, data plans and services, international roaming, international calling card and WAP services.
DiGi Telecommunications Sdn. Bhd. started a project called ‘Happy’. A group of DiGi Telecommunications Sdn. Bhd. staff handle this special project and provide a new brand of Mobile Virtual Network Operators (MVNO) called Happy Prepaid.
DiGi is also the second operator in Malaysia to offer the iPhone on April 1st 2010. Although its plans are cheaper than Maxis’s iValue plans, the price of the iPhones sold are higher than Maxis.
DiGi has a 3G network with name Turbo 3G in December 2009. DiGi’s Turbo 3G has a speed of 14.4Mbps HSPA. Turbo 3G covers some areas in Malaysia. This service is available for their prepaid,postpaid and broadband users. But their 3G network can acesss in 384Kbps in their mobile and their mobile users must open this service using calling. Using shortcode is not allowed.
While the initial wave of Internet growth was focused on connecting people, first with personal computers and then with cell phones, PDAs and other related consumer devices, today’s focus is on M2M communications, or connecting devices and machines and automating the processes between them.
Their Drop-in Networking Solutions are designed to provide end-to-end wireless access to electronic devices in places where wires will not work or cannot be used, making it easy for customers to effectively “drop-in” a wireless M2M solution. When combined with our iDigiâ„¢ solution bundles and services, M2M deployments are easier, faster and more economical than ever for smart energy applications (smart metering, demand response, alternative energy, distribution automation), fleet management, remote device management and many more leading edge wireless M2M applications.
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DiGi Marketing Strategy and Implementation
Beside Digi, still have a few of telecommunication organization in Malaysia. Digi had selected the strategy location as for set up their branches, such as a crowded people location, transportation convenient location, and mostly they will choose the location which are the area’s customers are highly affordable and available. Not only location, Digi also did promotions all the time. Beside promotions, Digi also involved in some education fairs as to get more people to knows about the organization. For the education fairs, Digi offered for those students a cheaper call plan which is specify as DiGi Campus, the call rate is lower that students can highly affordable and satisfaction. DiGi goes through television, radio, internet, advertisement board, magazine and news paper to advertise about the organizations for peoples to know, these market strategy that made by DiGi organization in order to let more people to get knows about it.
Example DiGi main feature is the “I will follow you” rings a bell. Or that funny yellow plump fella(s) that follows you everywhere you go, or maybe the quack quack quacking yellow ducks (followed by red-hotlink duck and purple-celcom duck)… All of that advertisement that DiGi made are tried to attract more people to get use to the organization.
For customers satisfactions, DiGi has made another offered to their loyal customers, for the reason, in market, before you pay for anything or you want to get anything at the end you will look for profit or a payback. Such as bonus, an example for all the DiGi prepaid users, in between 2 months a DiGi user has topped up a number of RM250, in return that user will get back a bonus of 8% total from the reloaded amount of money. In order to keep a customer to keep on come back for the service, this is another way to attract a life time customer.
DiGi also set up lots of booth at different location to survey different type of customers. As what I’ve mentioned, DiGi survey customers for their feedback, in other words, DiGi are trying to get what the customers required and in terms DiGi will keep on upgrade their service for all their loyal customers. In exchange, customers give the feedback and DiGi in order to upgrade the services.
Furthermore, DiGi has choose Mac Apple and join venture with them. Recently, DiGi had new promoted a new plan for the users, u can sign up the plan/contract to use the service with DiGi for 2 years and in return u can get an iPhone at a lowest price. DiGi has choose the way to promote both of the DiGi organization and Mac Apple organization.
For some secluded places, there is no DiGi’s shop or even a small booth, how are DiGi going to let that certain area’s people to get know about DiGi organization? All right, DiGi has selected a few agents to get into that area, what do these agents do? They has been selected into that certain area for promote DiGi to that area’s people. In these way, not only in the big city, but for the certain small villages peoples also can get know of DiGi organization.
In another word to say that, DiGi is an organization that always keep the customers value first.
After surfing the web and go through some reference books…I’ve go through all about marketing basic studies and the company that we choose as our report is DiGi Telecommunication Organization. As my own point of view, DiGi organization is a very successful telecommunication company in Malaysia and bring us to the trends and affordable telecommunication world. As we can see, DiGi did a lots of advertisement via Television, Radio , Newspaper and so on in order to attract people to use their services and yet, they’d provided a very good services and a lots of promotion to satisfy all the DiGi users. Example, recently DiGi has released a promotion to all the students that we known as DiGi campus. This promotion for students is highly affordable and available, students can just walk-in to any one of over 3,500 DiGi outlets and show the student card to ask for switch to DiGi Campus and enjoy the lower call rate service. Beside that, DiGi organization also provided wireless M2M connection services in worldwide and of course in Malaysia. DiGi organization is very considerate in the way to make a lots of rewards and bonus in order to return to the value n appreciated DiGi users. There is one disadvantage about DiGi, I would like to speak out that DiGi’s signal is very unstable. The signal will become weak when we located at some places that is difficult to detect the signal. I hope that DiGi can improve the reception of the signal and being more satisfaction to all the DiGi users.
Anyway, good job to DiGi.
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