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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

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3.4.3 Sales Promotion ...................................................................................................... 21

3.4.3.1 Premiums ......................................................................................................... 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 Description

11 Aug 2010 M1 launches Singapore's first remote technical support service for

computers and smartphones.

01 Oct 2009 M1 HSPA+ network first in Asia Pacific to deploy MIMO to achieve

Singapore's fastest download speed of 28Mbps.

07 Apr 2009 M1 launches Singapore's first prepaid broadband service, offering

unlimited usage.

06 Nov 2008 M1 delivers mobile broadband speeds of up to 14.4 Mbps (downlink) and

5.76 Mbps (uplink) with newly upgraded HSPA network.

22 Sept 2008 M1 launches Singapore's first post-and prepaid dual SIM solution in a

single handset.

05 June 2008 M1 responds to consumer feedback 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 M1 selects Nokia to supply Singapore's first High Speed Packet Access

network.

17 Apr 2006 M1 takes the lead with attractive unlimited 3G data access offering for

cost-effective wireless broadband experience.

17 Jan 2006 M1 first to announce trial of Mesh Wi-Fi and pre-WiMAX in Singapore.

10 Aug 2005 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.

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07 Oct 2002 M1 is world's first mobile operator to receive COPC-2000 certification for

its call centre.

01 Aug 2002 M1 launches Singapore's first Multimedia Messaging Service, for free

initially.

17 June 2002 M1 makes Singapore's first packet data call over commercial 3G network

infrastructure.

21 Feb 2002 M1 launches Singapore's first FLEXIBLE mobile plan!

22 June 2001 M1 first to sign with Yahoo! Singapore for Yahoo! SMS Messenger

Service.

16 May 2001 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 M1 ups wireless data speed to 14.4kbps, the first in Singapore for all

customers.

13 July 1999 M1 launches Singapore's first GSM 900 prepaid SIM card

06 July 1999 Putting the Internet in your pocket - Nokia to supply South East Asia's first

GPRS network to M1.

09 Apr 1999 M1 first in Singapore to launch connect card for Skyphone service.

23 Jan 1998 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

download speeds of up to 100 Mbps. The company also introduced Prepaid Broadband in

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April 2009 – Singapore‟s first prepaid broadband card, so that occasional broadband users

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 download 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, downloading 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 register 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 Outlets

Central The Change Alley CSC, The Paragon & Bugis

outlets

North Sun Plaza & Sembawang

East Changi Aiport & Tampines Mall

West IMM, Westmall & Clementi Mall

Northeast NEX & Compass 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 contact 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 contact 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. Advertisement 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 advertiser‟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 advertisements

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.

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3.4.1.1.2 Message Structure

In any advertisement 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 advertisements 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 advertisement, M1 undertook several comparative

advertisements 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 support 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 advertise 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 advertise 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 advertisement in nature – the best online platform for

advertisement. 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 advertise on Yahoo website, MSN messenger, blogs and etc.

3.4.1.3.4 Outdoor Media

Last but not least, M1 advertise 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 advertised 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 advertisement 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 users,

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. Registering 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

Advertisement 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 terms 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 members, 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 advertise 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).

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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 support 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 Premiums

To better create awareness on its fixed broadband services, M1 adopt premium technique to

capture certain market share in this field especially targeting at its already huge consumers

base. For instance, free premiums such as PlayStation or laptop to go along with any 20-

month broadband contract signed. As per survey done by Smith (1989), research shown that

consumers would prefer to purchase products that come with premium over and over again.

Premium 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 premium

administration 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 passion. 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

support 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 advertisement 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 users.

With its customers‟ characteristic of vibrant, fun, energetic as well as with the increase usage

of internet by Singaporean, Facebook creates an opportunity for advertiser 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

<http://www.m1.com.sg>

M1 Sponsorship for Netball Interschool Competition, Retrieve on 2nd

July 2011

<http://www.netball.org.sg/competitions/m1-school-challenge-league-2011>

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Appendix (Experience Paper)