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Table of Content 1.0 Executive Summary ........................................................................................ 3 2.0 Introduction ..................................................................................................... 4 2.1 Marketing Strategy........................................................................................................... 4 2.2 Target Market................................................................................................................... 6 2.3 Positioning ....................................................................................................................... 7

3.0 Marketing Mix ................................................................................................ 7 3.1 Product ............................................................................................................................. 7 3.1.1 Mobile network ......................................................................................................... 7 3.1.2 M1 Broadband .......................................................................................................... 7 3.1.3 3Gs Network ............................................................................................................. 8 3.1.4 GPRS......................................................................................................................... 8 3.1.5 MiWorld Mobile ....................................................................................................... 8 3.1.6 Messaging ................................................................................................................. 9 3.1.7 Roaming .................................................................................................................... 9 3.1.8 International Service ................................................................................................. 9 3.2 Place ................................................................................................................................. 9 3.3 Price ............................................................................................................................... 10 3.4 Promotion....................................................................................................................... 11 3.4.1 Advertising .............................................................................................................. 11 3.4.1.1 Advertising Creativity...................................................................................... 11 3.4.1.1.1 Message Appeal - Humour ....................................................................... 12 3.4.1.1.2 Message Structure ..................................................................................... 13 3.4.1.2 Comparative Advertising ................................................................................. 13 3.4.1.3 Advertising Channel ........................................................................................ 14 3.4.1.3.1 Radio Ad ................................................................................................... 14 3.4.1.3.2 Print Ad ..................................................................................................... 14 3.4.1.3.3 Online platform ......................................................................................... 15 3.4.1.3.4 Outdoor Media .......................................................................................... 15 3.4.2 Public Relation (PR) ............................................................................................... 16 3.4.2.1 Building Marketplace Excitement before Media Advertising Breaks ............. 16 3.4.2.2 Building Brand to Customer Bonds ................................................................. 18 3.4.2.3 Providing Value Added Customer Service ...................................................... 18 3.4.2.4 Creating Advertising News Where There Is No Product News ...................... 19 3.4.2.5 Defending Product at Risk and Giving Consumers a Reason to Buy .............. 19 3.4.2.6 Publicity ........................................................................................................... 20 1

3.4.3 Sales Promotion ...................................................................................................... 21 3.4.3.1 s ......................................................................................................... 21 3.4.3.2 Contest & Sweepstake ..................................................................................... 22 3.4.3.3 Loyalty Programme ......................................................................................... 22 3.4.4 Direct Marketing ..................................................................................................... 23 3.4.4.1 Direct Mailer .................................................................................................... 23 3.4.4.2 Internet ............................................................................................................. 23 3.4.5 Sponsorship ............................................................................................................. 24 3.4.5.1 Community Projects......................................................................................... 24 3.4.5.2 Arts Scene ........................................................................................................ 24 3.4.5.3 Sports ............................................................................................................... 25 3.4.6 Interactive Media .................................................................................................... 26

4.0 Changes in Marketing Communication ........................................................ 27 4.1 M1 Proposition of New Title & Corporate Logo........................................................... 27 4.2 M1 Unconventional Methods of Advertising ................................................................ 28 4.3 New Communication Platform ...................................................................................... 29

5.0 Conclusion .................................................................................................... 30 6.0 Reference ...................................................................................................... 31 Appendix (Experience Paper) ............................................................................. 32

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1.0 Executive Summary M1 – one of the Singapore's leading communication service providers is the most exciting and innovative mobile, broadband and IDD service provider. M1‟s marketing strategy includes launching most of the innovative products & service as well as always being the first-mover in introducing cutting edge technology.

With the increasing competitive business environment in the local telecommunication industry, M1 position itself differently and enhance its marketing mix in order to stay ahead of competitors. The 4Ps were reviewed in consideration of M1‟s target market audience as well as positioning – young, dynamic, fun, vibrant and energetic.

As one of the prominent mobile & data service providers, M1 leverage on Integrated Marketing Communication (IMC) program to better use of its available resources. The IMC tools used by M1 are advertising, public relation (PR), sales promotion, direct marketing, sponsorship and interactive media.

The success of M1 depends on successful IMC campaign. Various promotional tools used by M1 are closely analysed. Advertising creativity, message appealing, message structure & advertising channels are important components for M1‟s success. The creation of public relation activities determine consumers‟ perception on M1. The implementation of sales promotion to increase market share and the engagement with consumers through direct marketing, sponsorship and interactive media are congruence with its marketing objectives as well as positioning.

All the promotion activities that carried out by M1 with the mindset of creating better integrated system are important to maximise shareholders‟ value and at the same time, enhance consumers‟ experience.

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2.0 Introduction M1 – one of the Singapore's leading communication service providers was launched in April 1997 in Singapore with over 1.9 million subscribers. It is the most exciting and innovative mobile, broadband and IDD service provider. Within the first 3 weeks of the establishment, M1 achieved one of the world‟s highest take up rate in cellular market in view of the new entrant category – 35,000 cellular customers, and end the long-held monopoly market by the incumbent SingTel Corporation. To better compete with SingTel, M1 took a different approach in the industry – continuously introduce innovative products and services such as 24-hour customer service, longer off-peak hours and bundled Short Message Service (SMS).

Together with the strong branding and value proposition, the innovative approach adopted by M1 achieved significant profit within 2 years since the commencing of its operation. Since then, it has made significant inroads into the local mobile communications market, gaining considerable brand presence and market share through strategic marketing strategy – innovative and quality mobile service provider with a customer-focused approach.

2.1 Marketing Strategy M1‟s marketing strategy fit well in its vision “To be the leader in personal communications, distinguished by innovativeness and dedication to our customers, people and shareholders” – differentiation strategy: the innovative approach.

Ever since its inception in the local telecommunication industry, M1 introduced most of the innovative products & service as well as always being the first-mover in introducing cutting edge technology. In 20 June 2011, M1 launched the Long Term Evolution (LTE) based Next Generation Mobile – the first in Southeast Asia, after the initial successful launched next generation fixed broadband services. M1 customers will now be the first to experience the ultra-high speed mobile services and applications. Apart from the recent development, the following shows M1‟s milestone in reaffirming its technological leadership and offering to enhance customers‟ experience.

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Date 11 Aug 2010

01 Oct 2009

07 Apr 2009

06 Nov 2008

22 Sept 2008

Description M1 launches Singapore's first remote technical service for computers and smartphones. M1 HSPA+ network first in Asia Pacific to deploy MIMO to achieve Singapore's fastest speed of 28Mbps. M1 launches Singapore's first prepaid broadband service, offering unlimited usage. M1 delivers mobile broadband speeds of up to 14.4 Mbps (downlink) and 5.76 Mbps (uplink) with newly upgraded HSPA network. M1 launches Singapore's first post-and prepaid dual SIM solution in a single handset.

05 June 2008

M1 responds to consumer with better and brighter mobile plans.

28 Mar 2008

M1 shrinks customers' bills with Multi Line Saver.

20 Apr 2007

M1 prepaid customers first in Singapore to enjoy 3G service.

08 Feb 2007

M1 offers lowest rates for prepaid cards.

24 Jan 2007

M1 launches MeTV, Singapore's first video sharing service on mobile phones.

03 Oct 2006

M1 customers first to enjoy podcasts on mobile phones.

15 Aug 2006

M1 launches Singapore's first 'group sharing' tariff plan for businesses.

17 July 2006

M1's launches Singapore's first 3G-enabled BlackBerry handset.

11 July 2006

17 Apr 2006 17 Jan 2006 10 Aug 2005

M1 selects Nokia to supply Singapore's first High Speed Packet Access network. M1 takes the lead with attractive unlimited 3G data access offering for cost-effective wireless broadband experience. M1 first to announce trial of Mesh Wi-Fi and pre-WiMAX in Singapore. M1 launches BubbleTALKTM, Singapore‟s first short voice messaging service

05 May 2005

M1 launches Singapore's first prepaid card with 9000 free SMS per month

17 Feb 2005

M1 launches Singapore's only prepaid card with free incoming calls.

01 Feb 2005

M1 takes the lead in messaging with new cyber Message Centre.

19 May 2004

M1 and Google offer Asia's first wireless image search for mobile phones.

06 May 2004

M1 launches Singapore's first music recognition service.

03 Mar 2003

It's a first and it's free - Video clips from M1. 5

07 Oct 2002

01 Aug 2002

17 June 2002 21 Feb 2002 22 June 2001

16 May 2001

M1 is world's first mobile operator to receive COPC-2000 certification for its call centre. M1 launches Singapore's first Multimedia Messaging Service, for free initially. M1 makes Singapore's first packet data call over commercial 3G network infrastructure. M1 launches Singapore's first FLEXIBLE mobile plan! M1 first to sign with Yahoo! Singapore for Yahoo! SMS Messenger Service. M1 and EdgeMatrix create Asia Pacific‟s first independent wireless research centre.

14 May 2001

Singapore's first scented top-up cards for M1 prepaid customers.

03 Apr 2000

M1 and NETS launch first ever Cash card top-up service on mobile phones.

31 Aug 1999 13 July 1999 06 July 1999 09 Apr 1999 23 Jan 1998

M1 ups wireless data speed to 14.4kbps, the first in Singapore for all customers. M1 launches Singapore's first GSM 900 prepaid SIM card Putting the Internet in your pocket - Nokia to supply South East Asia's first GPRS network to M1. M1 first in Singapore to launch connect card for Skyphone service. M1 first in Singapore to introduce technology to enhance voice quality in GSM network.

2.2 Target Market M1‟s innovative approach is closely linked to its target audience. Most of its offering and enhanced technology are always targeting at consumers between the age of 16 – 49 whom are IT savvy and prefer to experience advance, complicated and innovative products especially young working adult & youth group while corporate group stay at relatively low. M1 recently launched a successful youth marketing campaign – “Live Unlimited", in order to increase its market share. The great marketing engagement with the youth group has made M1 to achieve more than 20% customer growth in the youth segment since launch. Many of the campaigns and innovations are developed with the target market in mind.

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2.3 Positioning With its target market identified, M1 position itself as a young, dynamic, fun, vibrant and energetic company with the corporate colour of bright orange and yellow. Also, M1 sees itself as an innovative company that always satisfied the needs of its target market. In order to enhance its positioning, M1 continuously enhances its network in order to bring the best experience for its customers. Not forgetting on the viral marketing, M1 partners with LASALLE in creative fund-raising project for disadvantage youths – imparting better perception into youth at the young age in order to create long term loyalty customers in the near future.

3.0 Marketing Mix In order to realise the marketing goals as well as to be the leader in the telecommunication industry, M1 marketing mix is carefully examined and planned in congruence with its‟ positioning and target audience.

3.1 Product M1 offers several products that aim to achieve its marketing goals. Products offer always take into consideration of its target market characteristics.

3.1.1 Mobile network M1‟s customers enjoy excellent mobile coverage all over Singapore on M1's state of the art networks that offer 2G/2.5G/3G and HSPA (High Speed Packet Access) services. The HSPA network offers data speeds of up to 21Mbps (downlink) and 5.76 Mbps (uplink) nationwide which is the fastest rate in Singapore.

3.1.2 M1 Broadband Launched with M1's HSDPA network in December 2006, M1 Mobile Broadband offers wireless broadband access to Singaporeans anytime and anywhere. Plug and play devices are provided without charges for customers when they sign up. M1 became a full-fledged broadband player in August 2008 when it introduced Fixed Broadband services with speeds of up to 100 Mbps. The company also introduced Prepaid Broadband in 7

April 2009 – Singapore‟s first prepaid broadband card, so that occasional broadband s can have short-term broadband access without taking up a contract. In September 2010, M1 launched its high-speed fibre broadband service via the Next Generation Nationwide Broadband network (NGNBN). Reputed for its ingenuity, M1 made available Singapore‟s first 1Gbps plan for homes and businesses. Four fibre broadband plans comprising of speeds of 1Gbps, 100Mbps, 50Mbps and 25Mbps are offered to residential customers whilst corporate customers are presented alongside with the options of a complete business solution and customise offerings with downlink speeds of 10Mbps to 1Gbps on GPON and Active Ethernet technology.

3.1.3 3Gs Network M1 launched its 3G services in February 2005 and revolutionised the way customers use their mobile phones. It allows them to do more on their mobile phones – from browsing the internet, ing of music tracks and mobile content to watching the latest music videos and catching the latest news 'live'. 3Gs network also allows customers to make local and international video calls to family and friends.

3.1.4 GPRS M1 was the first in Southeast Asia to conduct trials on GPRS in 1999 before introducing it in 2000. Today, many services are carried over the GPRS platform, including MiWorld on GPRS and data access via GPRS (SunSurf Mobile).

3.1.5 MiWorld Mobile MiWorld Mobile – M1‟s mobile portal, has a wide range of mobile entertainment and information services. M1 customers can access the portal via GPRS or 3G-enabled handsets and get more fun out of their mobile phones. News and sports updates, games, movie trailers, videos, music and many more exciting mobile services are all available on MiWorld Mobile.

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3.1.6 Messaging M1 makes communicating with family and friends a fun and interactive experience with its messaging services which include SMS, MMS, video calls and mobile instant messaging. M1's email solutions such as its BlackBerry service also provide customers with an easy and convenient way to access their emails on-the-go.

3.1.7 Roaming With M1 roaming service available in over 230 countries and territories, M1 customers can stay connected with their family and friends wherever they go. As Vodafone's exclusive partner, M1 customers get to enjoy greater savings when they log on to Vodafone‟s networks in overseas.

3.1.8 International Service M1 connects its customers to the rest of the world on its Premier IDD 002 service and value call service IDD 021. M1 IDD services offer customers the highest connection quality at the most competitive rates. Customers can for M1 IDD services on their mobile phone as well as their fixed lines at home or at work.

3.2 Place In order to reach out the target audience, M1 locates itself in 19 locations across nationwide especially in the estate where youth and working adults can be found. Some of the prominent locations include: Region Central

Outlets The Change Alley CSC, The Paragon & Bugis outlets

North

Sun Plaza & Sembawang

East

Changi Aiport & Tampines Mall

West

IMM, Westmall & Clementi Mall

Northeast NEX & Com Point

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Apart from its own retail shop, M1 partners with 2 companies in distributorship deal – HandPhone Shop & Arrow Communication. These 2 companies act as a sole distributor for M1‟s brand and customer would be able to approach these 2 companies for any purchases. The distributors expand M1‟s point of with HandPhone shop increase M1‟s reach by 23 outlets and Arrow Communication by 13 outlets. This makes M1 reachable total outlets to 55 island-wide. This huge point of enhances M1‟s strategy in reaching to its target audience as many as possible.

3.3 Price To reach out to its various target audiences, M1 provides range of pricing for each target group from Youth plan, Broadband plan, various “Sun” plan, iPhone plan / mobile data plan, Corporate plan and the innovative “Do It Yourselves” (D.I.Y) plan. The pricing strategy adopted seems to be as competitive however, M1 is always the first-mover in attractive deals.

With its always targeted youth group, M1 offers attractive package which includes: 1. Unlimited Free SMS & MMS 2. Free Local Data Bundle 3. Free Campus & Army Camp Calls

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3.4 Promotion With the 3Ps carefully sought after, M1 further leverage its resources to better reach its vision by adopting Integrated Marketing Communication which includes advertising, public relation (PR), sales promotion, direct marketing, sponsorship and interactive media.

3.4.1 Advertising One of the most important components of IMC program is advertising. While advertising communicate information to consumers, it does much more than that. TV and radio commercial as well as print ads serve as an entertainment, motivation, fascination, fantasy, irritation and information. M1 ads and commercials have the tendency to create and shape consumers‟ desires, goals and solve consumers‟ problems. Also, advertising creates images or associations and position M1 in the consumers‟ mind as well as transform the experience of buying and / or using a product or service (Belch & Belch, 2009).

3.4.1.1 Advertising Creativity Advertising creativity is an important aspect in determining the brand positioning of M1 and its future prospect. ment must be creative and entertaining in order to break through the clutter and impress the target audience. The likability and viewer‟s reaction are 2 important aspects in judging the brand preferences as well as ads creativity (Bandler, 2005).

The greater the emotional attachment, the great positive feelings arose from the consumer towards obtaining the product or service. M1‟s “Free IDD Calls, Indian Restaurant” TV commercial generated much talking points and positive feelings with the TV commercial claimed gold award at the annual Viewers‟ Choice 2007 under the local category. While focusing on the creativity, the message projected was clear with a stint of humour that hit right on the consumers‟ mind and relevant to the target audience in solving expensive roaming calls to various cities around the world and what‟s more is the memorable ad that linger in consumers‟ mind.

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3.4.1.1.1 Message Appeal - Humour One of the r‟s most important creative strategy decisions involves the choice of an appropriate appeal – some ads are targeting at rational and logical aspect while others involved consumers emotional status. M1 launched TV ads every year and it has been M1‟s strategy to always use humour appeal to attract consumers for its young and bright positioning. According to Craig & Sternthal (1973), humourous ads tend to attract and capture consumers‟ attention. This strategy increases the likeliness of the ads and enhances the effectiveness in bringing the message across to impart sense of liking to consumers‟ mind and feeling towards M1 without much rejection. For instance, M1‟s “Free IDD Calls, Indian Restaurant” ad captured the consumers‟ attention with an Indian restaurant‟s owner located at Mumbai (India) taking a phone order from Singapore which focus on the free IDD calls.

Apart from the “Free IDD Calls, Indian Restaurant” ad, most of M1‟s other ments adopt the same concept. For instance, M1‟s Brighter Campaign launched during end of 2007 by TBWA / Tequila. The TV commercial send a message to consumers that squirrel and penguin can be smarter than Albert Einstein and Scholar with a little help from M1. The ads were unconventional and yet with an innovative sense of humour as well as communicate to the consumers on the benefits that M1 could offer. Another example will be “You Deserve Better” campaign which adopted the same concept. 12

3.4.1.1.2 Message Structure In any ment launched by M1, there are always some messages points that it wants to get across to the consumers‟ mind. To clearly impart messages into consumers‟ mind, M1 need to explore the best way to communicate to the consumers and understand the consumers‟ viewpoints to prevent any rejection. One important aspect is the order of presentation (Belch & Belch, 2009).

M1 has launched many ments across the year and the main point that M1 focusing on will always be presented last. For instance, “Free IDD Calls, Indian Restaurant” ad presented its main point at the end of the ad – Free IDD calls to 15 countries. The sudden flash of the benefit right after the hilarious ad captured the consumers‟ attention in knowing what the ad was all about. The ad became memorable and the offer was planted into consumers‟ mind resulting in enhancing better recall and retention of the ad. According to Krugman (1962), any communication messages that are presented first (primacy effect) or last (recency effect) will result in firm, prolong memory and more persuasive status than those presented in the middle.

3.4.1.2 Comparative Advertising Apart from launching humour appeal ment, M1 undertook several comparative ments as well. According to Wilkie & Farris (1975), companies engaging comparative advertising usually involved the competitors directly or indirectly against one particular benefit or more attributes. For instance, M1 comparative value for money plan with other telecom companies – Red represents SingTel and Green represent StarHub.

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While consumers may have doubts over what M1 is offering, comparative ad will still urge the consumers to find out more on the offering that creates relatively high awareness. As M1 is the smallest amongst the 3 telco companies in Singapore, competitive advertising gives M1 an advantage to tap into the leader‟s market which is SingTel.

3.4.1.3 Advertising Channel M1 has launched several successful campaigns and always use a mixture of communication channel. While TV commercial makes up the bulk of the communication platform, M1 embarked on radio, prints, online platform as well as outdoor media.

3.4.1.3.1 Radio Ad In order to the TVC that M1 launched, radio commercials were planned as well. When “Free IDD Calls, Indian Restaurant” ad was shown in the TV for several times, the plot was used for radio ad as well. In this case, when consumers heard the conversation of the Indian Restaurant owner, M1‟s free IDD calls offering will triggers the consumers‟ unconscious mind which had already been implanted with a humourous perception of the ad. The idea of this combination is to stimulate greater recall process and generate higher awareness in its offering.

3.4.1.3.2 Print Ad Apart from radio commercial, M1 its offering in print ads as well – newspaper, magazine, brochure and etc. Newspaper is one platform that M1 is fully committed especially in The Straits Times and TODAY newspaper which saw its readership across millions. Not only that, M1 in Chinese newspaper as well such as Lian He Wan Bao (联合晚报).

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3.4.1.3.3 Online platform M1 corporate website itself is an ment in nature – the best online platform for ment. M1 corporate website presents its‟ theme with orange and yellow colour (corporate colour) which symbolise young, energetic and innovative that well target its market group. M1 corporate website does not only provide company‟s details but rather, it serves as a bridge to bond with the consumers – including M1 online shop, online promotion and etc. Apart from that, M1 do on Yahoo website, MSN messenger, blogs and etc.

3.4.1.3.4 Outdoor Media Last but not least, M1 using outdoor media as well. Singapore has been classified as a country with small population density with people can be seen anywhere. Therefore, outdoor media tend to generate greater reach. One example is to undertake transit advertising. Singapore transport ridership has reached all time high with millions trips of journey made everyday to workplace, institution and etc. Therefore, M1 realised the prevail advantages and partnered with Ooh Media in launching several theme ads to be d at Singapore Mass Rapid Transport – SMRT‟s trains and station. The idea is to get high level of awareness due to the high ridership of commuters. Not only that, M1 created huge banner ads for “Brighter” campaign.

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3.4.2 Public Relation (PR) While M1 embarks on series of marketing communication tools, PR is one tool that cannot be overlooked. PR function deals with the public perception on the company and it has a significant impact on the relationship between M1 and the consumers. In order to implement PR program effectively, M1 integrates it in conjunction with Integrated Marketing Communication (IMC) elements (Weiner, 2005). M1 has always implemented its PR program through Press Release, Press Conference, Community Involvement & the Internet.

3.4.2.1 Building Marketplace Excitement before Media Advertising Breaks The recent PR activity that M1 undertook was in conjunction with its product offering of Apple‟s iPad2. M1 announced that it will offer iPad2 with Wi-Fi & 3G through press release on 09 May 2011. The purpose of this is to create hype and excitement on its offering as well as to create bonding with its customers on the exciting launching of iPad2 in its stores. On 18 May 2001, M1 issued another press release to finalise its iPad2 offering to be launched on 20 May 2001. By this time, consumers would have already known the exciting news and were well prepared to storm into M1 stores for the inaugural offering.

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Similarly, M1 created high marketing buzz on its iPhone offering in 2009. M1 issued press statement on 13 Oct 2009 to affirm consumers that an agreement has been made with Apple to bring iPhone into Singapore. On 7 Dec 2009, M1 confirmed on its tailored iPhone plan to be launched on 9 Dec 2009. This event hyped up the consumer markets and great deal of anticipation prior to the product availability. On the launching date, consumers were found queuing days and nights at M1‟s Paragon Shopping Centre & West Mall outlets in order to grab the limited stocks.

This platform gave M1 an opportunity to gain publicity of its offering as well as increasing the effectiveness of ment later on. In addition, media coverage was high with news broadcasted at various Mediacorp TV channels such as Channel News Asia, Channel 8, Channel 5 as well as radio. The free publicity gain from all these free channels were considered huge success for M1 during the launching of iPhone and iPad events with its logo flashed and mentioned to rejuvenate its already innovative approach.

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3.4.2.2 Building Brand to Customer Bonds In order to retain its already huge customer base, M1 rewards its loyalty customers through various treats – Sunperks rewards, M1 Box Office, Youth Treats, Birthday Treats and etc. Also, to better capture the attention of its existing customers as well as non-contract s, M1 launched weekly special buy and online offer. The rewards program aim to keep in touch with its consumers as well as to show an appreciation throughout all this while. The biggest reward that M1 has ever launched was “12 weeks 12 cars” SMS Contest in August 2009. This event was incorporated with teaser ad to increase M1 branding awareness on the whole.

3.4.2.3 Providing Value Added Customer Service M1 provides value added services to better serve its customers especially through online platform as well as toll-free hotline. ing IDD services, roaming subscription, activate / deactivate services are now at customers finger tips and can be done anytime and anywhere. Online platform is in-line with M1 target market characteristics in which they are IT savvy and prefer to engage the services on-the-go.

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3.4.2.4 Creating Advertising News Where There Is No Product News ment sometime can be the focus of publicity. M1 launched a reminder ad in 2007 on its IDD service – “Free IDD Calls, Indian Restaurant” ad. This ad highlight M1 free IDD call to 15 countries and the ad was incorporated with sense of humour which captured large number of audience. People talked about this ad and word-of-mouth was heard everywhere. While there was no new product involved in this ad, it achieved a high level of positive publicity not only in of its existing offering but innovative ad as well.

3.4.2.5 Defending Product at Risk and Giving Consumers a Reason to Buy M1 teamed up with LASALLE College of the Arts in creative fundraising for underprivileged youth from Beyond Social Service (BSS). T-shirt was designed by student according to M1‟s Student & Youth plan and must portray the benefit of it. All proceeds collected from the T-shirt designed sales were donated to BSS for funding programmes in fighting delinquency among children and youths. While all the competitors were offering student plan for all their , M1 was trying to defend its market share by creating fundraising event to engage with youth as well as to enhance its brand awareness for its target market. With this, M1 would be able to gain high exposure from its target market as well as providing them a reason to purchase M1‟s student plan in practice of societal marketing.

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3.4.2.6 Publicity Publicity can always bring a company to the next level or destroy the company. While publicity can be in the form of good and bad however, with the increasing demand of customers, there tend to be more bad publicity than good ones. On 18 May 2011, M1 experienced the second major service disruption (faulty card in one of the servers) in Singapore, the first service outage being SingTel in 1997.

There was a lot of customer complained on the service disruption and to remedy the situation, M1 restore the service within 8 hours and issued press statement to apologise as well as offered its customers with free local mobile calls, SMS and MMS on 25 May 2011. Some customers were still not satisfied with the offering and demands for more while some were satisfied with the service recovery. Other than press statement, M1 its message in Newspaper as well as embarking on online media such as Facebook to deliver its finding and commitments.

Moving on, M1 reaffirms its technological leadership in the wireless network by introducing the first of its kind technology in Southeast Asia – Long Term Evolution (LTE) based Next Generation Mobile Network, on 20 June 2011. Enhancing customer experience through advance network as well as delivering its promising brand value after the earlier service disruption was one way to generate free and positive publicity from the consumers with greater credibility and improves the consumers‟ perception on M1 services. The news was being spread throughout Singapore with significant and credible word of mouth being generated to further expand higher rate of investment (ROI). 20

3.4.3 Sales Promotion While M1 does not fully utilise sales promotion in view of its branding, M1 still engage in some sales promotion techniques. Sales promotion will be able to increase market share and revenue by a certain percentage in the short term and at the same time, gain more momentum from the market leader – SingTel. This will increase the take up rate of its offering as well as providing an incentive for consumers to switch from SingTel & StarHub while retaining existing customers. Most importantly, sales promotion enhance and the overall IMC campaign and building brand equity by engaging consumers to build stronger bonds that result in customer loyalty (Belch & Belch, 2009).

3.4.3.1 s To better create awareness on its fixed broadband services, M1 adopt technique to capture certain market share in this field especially targeting at its already huge consumers base. For instance, free s such as PlayStation or laptop to go along with any 20month broadband contract signed. As per survey done by Smith (1989), research shown that consumers would prefer to purchase products that come with over and over again. is able to create extra incentive that entices consumers to purchase.

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3.4.3.2 Contest & Sweepstake In 2009, M1 organised the best ever event in the company‟s history – 12 cars & numbers of laptop to be won in 12 weeks SMS contest for M1 subscribers only. Participants will go through series of questionnaires ranging from history, geography, sports and etc. Weekly winner was chosen base on the highest score that they obtained from the SMS quiz. The prizes attracted lots of attention and interest amongst M1 consumers. They were draw into the perception that they may get some luck to win the attractive prizes (Sale, 1999).

3.4.3.3 Loyalty Programme To better rewards loyalty customers, M1 introduced series of loyalty programme. One of the most interesting rewards is SunPerks programme. Consumers‟ expenditure on M1 services will be entitled to certain rewards points that can be used to exchange for rewards such as rebate on total bill, redemption of free movie tickets, retail vouchers and etc. The more customers spend on M1 products and services, the more rewards points they will get. Also, this will encourage the consumers to use M1 products on a continual basis especially with the launch of its multi-line saver promotion which entitled M1 consumers to get a monthly rebate of up to 35% off subscription fees. According to a survey done in 2007, loyalty programme is important in retaining loyalty customers as well as maintaining market share and at the same time, consumers particulars such as interest, spending behaviour, characteristic and etc, are all captured in the loyalty programme in order to better understand the consumers‟ behaviour. A recent study by a loyalty marketing firm found that 66% of consumers say that discounts are the main reason they participate in loyalty programs (Joyce, 2005).

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3.4.4 Direct Marketing M1 direct marketing plans are mainly targeting at their own customers. While there are many forms of direct marketing, M1 uses direct mailers and internet platform to carry out its direct marketing activity.

3.4.4.1 Direct Mailer M1 often tap on the existing customer database for its direct mailers activity. According to Belch & Belch (2009), the success of a good direct mailer is the mailing list and their most commonly used lists of the existing customers. Mobile and broadband plans are usually signed with a 2-year contract. Therefore, when customers is eligible for a re-contract, M1 will embarked on the direct marketing platform to foster a closer relationship as well as create loyalty customers.

3.4.4.2 Internet With technology advancement and the accessibility of internet, online shopping has been a new craze. Consumers can now purchase their mobile phones, upgrade their phone contract or even check prices all with just a click. In this instance, M1 has its own online shop – M1 Shop, via its corporate website. The approach is to create hassle-free transaction for customers who hardly have time to do some shopping. Also, M1 shop creates combination between direct marketing with advertising, public relation, sales promotion as well as interactive media. Another E-shop that M1 set up is the “Live Unlimited” that target the youth market in which M1 is the strongest as compared to the other 2 telcos.

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3.4.5 Sponsorship Sponsorship is one way of generating high brand awareness with the option of creating societal marketing concept as well. M1 have been actively involved in community projects, the arts scene as well as sports.

3.4.5.1 Community Projects M1 have been participating and creating charitable events such as M1‟s Charity Golf and M1 Charity Carnival events staged annually, President‟s Challenge 2002 – 2004. M1 teamed up with IT partners through the series of exciting fundraising activities called Sharkathon in 2002, Gladiathon in 2003 and Junglathon in 2004 and the M1-funded Camp Sunshine from 1999 – 2001.

In 2011, M1 teamed up with rival telco companies together with IPX to allow post-paid mobile customers to donate for the Japan‟s twin disasters. They agreed to waive the istration fees and have pledged all donations to the fund. Also, they worked with LASALLE College of the arts in raising funds creatively for the under privilege youths in 2010. T-shirts were designed by LASAELLE students for sale with all the proceeds to be donated to BSS to fun programme on delinquency among children and youths.

3.4.5.2 Arts Scene Since 2005, M1 is the sponsors for the annual M1 Singapore Fringe Festival to help make arts more accessible to Singapore‟s youth. The Fringe Festival gives artiste a strong platform to launch and showcase their talents to those who share the same ion. M1‟s mission for the Fringe festival is to be a creative centre, with a twin purpose of innovation and discussion for the theatre, dance, music, visual arts and mixed media.

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3.4.5.3 Sports In 2006, M1 started the School Challenge League (SCL), with the intention of providing more competition for schools who failed to qualify for the National Inter-Schools Netball Championships. The M1 SCL gives these schools an opportunity to play games against more schools of a similar standard. While M1 does not only sponsor for the SCL, it engage with some other sports such as Rugby as well. The approach is to get closer to children and implant better perception into their mindset while hoping to get them be an M1 consumer in the near future.

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3.4.6 Interactive Media With the Internet fast becoming an important tool, consumers have decided to step into the World Wide Web as a source for information, entertainment and even shopping. M1 have not deterred away from that aspect – creating 2 websites and using other forms of online advertising to create awareness, image, branding and buzz, generate interest and gain consideration.

The corporate website as well as other interactive media such as M1 Facebook page is to the overall IMC campaigns. M1 Facebook page does not only serves as an information page but it also promotes contests, promoting new products, events and even updates of product availability. It also allows interaction from the consumers and get replies from M1 itself via Facebook.

Advertising, public relation, sales promotion, direct marketing as well as sponsorship are all using the internet to better leverage its resources to reach out to the mass as well as the right target audiences. The use of interactive media brings M1 closer to its target market and with the idea to sustain long term relationship.

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4.0 Changes in Marketing Communication Ever since M1 launched in 1997, there are series of changes to its marketing communication strategy in order to compete with the long standing telco giant – SingTel. Due to its lack of fixed cable services, the only strategy to stay abreast with the competitors is to evolve itself for greater consumers‟ captivity. M1 started brightly in the marketing front with catchy phrases and theme song which is euphonious. However, they have undertaken changes in their strategies and methods in reaching out to their customers over the years.

4.1 M1 Proposition of New Title & Corporate Logo M1 Limited (M1) announced that the name of the company has been changed from MobileOne Ltd to M1 Limited with effect from 8 April 2010. M1 has grown tremendously over the years and is no longer a pure mobile operator. M1 has made itself into an established and well recognised brand and are better known to customers and the market as M1 over the 14 years. The new name of the company is intended to reflect these developments. It also position itself as a full-service telecommunications company offering both fixed and mobile voice and broadband services. With this major re-positioning, M1 is now projecting greater threat to both SingTel & StarHub. Also, there have been some changes to M1‟s logo as well. With its positioning as a young, fun, dynamic and energetic characteristic, M1 logo is signified by “Sun” with the Orange colour represents its livelihood. The famous M1 logo has been modernised and injected with a new life while retaining the original design over the past few years. The campaign involves a logo redesign and a new slogan rolled out in TV commercial and print ads. The „1 Life. Live it‟ tagline is replaced by „Brighter‟ during 2008 with sparklers adorning the new logo. This signifies M1‟s desire and commitment in maintaining high level of innovation that M1 is famous for while the inclusion of the sparkers in the logo was to communicate its “Brighter” message in conjunction with Christmas offering. This further enhance M1 message in the sense that consumers can enjoy better benefits and M1 will “Brighter” up consumers life especially during festive season.

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After the “Brighter” campaign, the most recent important changes is the incorporation of a full orange circle instead of a semi-circle, the underlying meaning is to signify the evolution of M1 to a full-pledge service oriented company. M1 aims to be closer to their customers and paying special attention to their demand thus catering to their needs and live up to their customer expectation.

4.2 M1 Unconventional Methods of Advertising Over the years, as M1 evolve into the leading innovative company in the local telecommunication industry, it gradually changes its creative strategy in advertising. From the classic long-standing “I am Walking on Sun Shine” campaign ment to the unconventional way of TV commercial such as “Free IDD Calls, Indian Restaurant” in 2008 and “You Deserve Better” campaign in 2009. Recently, M1 revitalise its walking on sun shine campaign by introducing new TV commercial focus on a combination of its optic fibre capabilities as well as several other solutions with a stint of fun-ness in it – “M1 Walking on Sun Shine 2011”. Orange colour is specially highlighted to show its vibrant, fun, and innovative approach while the last flash of sun and corporate logo at the end of the TVC further enhance its positioning – “Here to light up your life. At home, business and everywhere”.

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4.3 New Communication Platform With the technology advancement leaping across the globe and psychographic changes such as interest and lifestyle in consumers, M1 strived to connect to its customer through modern social platforms – Facebook, the largest social network in the world with 750 million s. With its customers‟ characteristic of vibrant, fun, energetic as well as with the increase usage of internet by Singaporean, Facebook creates an opportunity for r to engage close with customers. M1 updates their status or release promotions way before print ads in order to stir up public awareness and making their promotion plans more effective.

Also, M1 partner with Cathay Cineplexes which attracts 1.5 million of shoppers (mostly youth) in a bid to broaden its share in the youth segment. Under the agreement, M1 will acquire a strategic presence in Cathay Cineleisure Orchard, giving M1 naming rights to a movie hall and brand exposure in several levels of the mall. In addition, M1 launched its promotion with Cathay by offering 1-for-1 Sunday Movie treat at the Cineplex.

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5.0 Conclusion While M1 has achieved significant milestone over the year, one of the M1‟s weaknesses is the lacking of fixed-line services while both SingTel & StarHub own extensive cable network. SingTel & StarHub managed to capture a larger market share by capitalising on their pay TV segment – Mio & StarHub Cable Television. Both SingTel & StarHub bundle its product together to create better offering while M1 can only leverage on its innovative features.

Despite the lack of pay TV segment and inability to offer bundle services, M1 leverage on its available resources and transform itself into one of the leading and preferred choice of brand with the incorporation of IMC program – advertising, public relation, sales promotion, direct marketing, sponsorship and interactive media.

The art and science of marketing communications has become increasingly significant especially with the multiple channels for content to reach potential customers in the current era. Many communication tools are made available by the marketing communication function. Some competitors in an industry might rely on advertising media such as TV commercial, newspapers and online media whereas others in the same industry might rely on a very different media mix such as public relations and events. The innovator as well as the first mover approach has made what M1 is today and it will continue to enhance its network in order to provide greater customers experience through the inter-related promotional tools – IMC.

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6.0 Reference Bandler, J. (2005) “How Companies Pay TV Experts For On-Air Product Mentions”, The Wall Street Journal, pp. A1, 12 Belch, G.E. & Belch, M.A (2009) Advertising and Promotion, 8th Edition, McGraw-Hill International Edition, pp. 458 -474 Craig, C.S. & Sternthal, B. (1973) “Humour in Advertising”, Journal of Marketing, pp. 12 – 18 Joyce, K.M. (2005) “Keeping the Faith”, Promo‟s 12th Annual Source Book, p.24 Krugman, H.E. (1962) “On Application of Learning Theory to TV Copy Testing,” Public Opinion Quarterly, pp. 626-39. Sale, R. (1999) “Serving Up Sweeps”, Promo, pp. 70 – 78 Smith, O. (1989) “Many Conumers View Rebates as a Bother”, The Wall Street Journal, p. B1 Weiner, M. (2005) “Marketing PR Revolution”, Communication World, pp. 1 – 5 Wilkie, M.J. & Farris, P.W. (1975) “Comparative Advertising: Problem and Potential”, Journal of Marketing, pp.7 – 15

M1 Corporate Website, Retrieve on 1 July 2011 M1 Sponsorship for Netball Interschool Competition, Retrieve on 2nd July 2011

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Appendix (Experience Paper)

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