S-Csl Blueberry Marketing Plan

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EXECUTIVE SUMMARY

CSL is founded by Dato Dr. Eric Chuah in 1999. CSL stands for Commitment, Service and Loyalty. They show commitment to their customer, and take care of the service and after sales of the customers. Therefore, customers will stay loyal to the brand. It is one of the leading consumer electronics product brand in Malaysia. CSL launched its first mobile phone in 2006. Now, CSL is recognized by international research company GfK as the no. 1 local brand and ranked 3rd in the mobile phone industry in Malaysia. Throughout these years, CSL had won numerous awards from renowned establishments such as Asia Pacific Excellence Brand, the 8th Asia Pacific International Honesty Enterprise Keris Award, and Best Malaysia Brand. CSL was well-known for providing affordable devices to its consumers. And CSL is strived to do the same when it ventured into the smartphone market. As a local brand, CSL is determined to serve Malaysians as its best. Its mission is to provide affordable hardware and tools to Malaysians to access internet. CSL believes that Internet is basic human rights. With CSL Switch, owning a smartphone is not a dream. It is CSL's dream to enable every Malaysians to own a smartphone. Recently, CSL has launched the most affordable Android smartphone, Switch Mini. It has received tremendous response from the market. Inspired by this success, CSL will pursue to produce more affordable smartphones to Malaysians. CSL is an established mobile phone company to ever exist in Malaysia and the first company that produce Malaysian made mobile phones that market locally as well as abroad. The CSL Company had expanded over the years within Southeast Asia to regions like Thailand, Indonesia and Singapore offering high quality products and services that boosted it to be a major player locally and abroad. CSL has expanded its business into various market segments which caters to consumer's needs. CSL Blueberry Series is the company's effort in order to penetrate the QWERTY smartphone market which is currently dominated by Blackberry Smartphones from Research In Motion Limited. The Blueberry Series offers many of the features found in other competitors with the extra promise of affordability in comparison to others. The product line has been expanding and as of now, there are 14 models with varying specifications and designs to choose from.

S-CSL Corporate Milestones
1998| CSL was setup as a mobile phone dealer.|
1998 - 2004| CSL turned wholesaler and commenced international trading.| 2005| CSL became the first and only Malaysian mobile phone manufacturer when we set up our very own manufacturing plant in Malaysia| 2006| CSL produced our FIRST localized mobile phone with Islamic features.| 2007 - 2010| 1. CSL produced our FIRST mobile phone with Mobile TV features.2. CSL products were endorsed by the Malaysian government as “Buatan Malaysia”.3. CSL expanded its reach into 8 countries, namely Malaysia, Indonesia, Thailand, Bangladesh, Sri Lanka, India, Philippines and Cambodia.| April 2010| Spice CSL International Sdn. Bhd. was formed.| November 2011| CSL brand name is renamed to S CSL |

SITUATION ANALYSIS

Even though CSL has been the leading mobile phone service company in Malaysia and expanding since its introduction in 1999, it faces many problems that give the Company bad reputation. The Company did not give much on marketing campaign that make the product not known locally and internationally. However, it had tried to expand their market to neighbouring countries, unfortunately the Company’s revenue decrease over the years. Until today, the Company still struggles to compete with its competitors in the telecommunication industry. The CSL Blueberry line is created with the target of penetrating the QWERTY smartphone market. The series has been expanding in models and as of now, there are 14 Blueberry smartphone models which range from the highest end smartphone specifications to the most...
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