Preview

Changing Brand Perception: The Pragmatic Way

Good Essays
Open Document
Open Document
1455 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Changing Brand Perception: The Pragmatic Way
Basic facts

NAME Yuen Kuan Moon AGE 42 TITLE Executive Vice President of SingTel’s Consumer Group RESIDENCE Singapore

Changing brand perception
– the pragmatic way
TEXT

Marcel Noordman PHOTO Chris Maluszynski

SingTel is transforming itself from a traditional telco to a multimedia solutions company. Yuen Kuan Moon, Executive Vice President of SingTel’s Consumer Group, makes it clear that digging deeply into what makes consumers tick and bold partnering are crucial in meeting such a challenge.

G
16

offensive in the digital consumer market must have had implications for the SingTel brand and what it stands for? Yuen Kuan Moon says: “As SingTel decided to move from a traditional telco to a multimedia solutions company we needed to transform the brand and then change the marketing messages. We had to communicate internally and to the market that, beyond traditional strengths in quality, reliability and productivity, we also stand for innovation and delivering a
OING ON THE

Yuen Kuan Moon cover

story

“It has to start from the consumer. Without that, it will be driven by the technology and that is always harder. It is not impossible but it requires a lot of rework; many rounds of trial and error.”
17

“Although we have moved into the entertainment area, we do not try to create new forms of entertainment ourselves.” communications experience that is lifestylefocused and relevant to the customer’s needs. Changing the perception that SingTel is no longer the old traditional telco is a question of consistency. We collaborate with various partners to identify new and innovative services that are unique and related to our core strengths. We then introduce these services using a segmented strategy. “Another way to bridge that perception gap is through the recently international sponsorships that we committed to. We sponsored two runnings of the Formula  SingTel Singapore Grand Prix and are also the official multimedia services partner for

You May Also Find These Documents Helpful

  • Good Essays

    MKT1 Task

    • 1849 Words
    • 8 Pages

    “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions”.…

    • 1849 Words
    • 8 Pages
    Good Essays
  • Better Essays

    WGU VZT1

    • 2005 Words
    • 8 Pages

    “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronics solutions.”…

    • 2005 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    MKT1 CompanyG Marketing Plan

    • 2537 Words
    • 10 Pages

    “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.”…

    • 2537 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    Satilite Boy film Review

    • 485 Words
    • 2 Pages

    Catriona McKenzie’s Satellite Boy is the story of ten year old, Pete, who learns to fully embrace his indigenous heritage. Filmed in Western Australia’s iconic Kimberly’s, McKenzie is a first time film maker who has exposed the true beauty of the Australian Outback.…

    • 485 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Through the current market and economy, Telstra must keep up with current competitors to compete against them and have customers continue to stick to the business, while also attracting new customers. Large factors that…

    • 877 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    •Telstra has expanded their services into a highly demanded section of the telecommunications market with the implementation of 3G. It leads to the…

    • 2033 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Telus: Growth and Innvotion

    • 3605 Words
    • 15 Pages

    Telecommunication is a large and ever growing industry. Communication worldwide has transformed itself from hand written letters, to the home phone, to mass communication through wireless devices and internet capabilities. TELUS is one of the corporations competing internationally for customer usage and advancing communication technology. For TELUS, being a telecommunication company is more than providing telephone services; The use of voice, data, IP, and wireless technology allows TELUS to provide communication solutions for their customers, with cultural values and organization (TELUS.com, 2006). Their philosophy is simple: fast, efficient, customizes and convergent solutions.…

    • 3605 Words
    • 15 Pages
    Powerful Essays
  • Better Essays

    Telstra

    • 1826 Words
    • 8 Pages

    After largely dominating the telecommunications market for a century, Telstra’s competition has recently become more widespread. In order to effectively adapt to this changing market, Telstra has employed the use of market segmentation in an attempt to increase its customer base and continue to meet the individual needs of its consumers. As Telstra’s customers consist of both consumer markets and business markets, segmentation of both sections was required. In the business market, the segments were divided into ‘Small Business’ and “Managers and ‘Entrepreneurs’. Whereas the consumer segments were more specifically divided into segments including ‘Friends, Fun and Fashion’, Family and Fun’, ‘Family and Self Development’, ‘Family Safe Keeper’, ‘Safe and Respected’, ‘Principled Professional’ and “Work Hard, Play Hard’. With the use of this segmentation, Telstra continues to dominate the telecommunications market.…

    • 1826 Words
    • 8 Pages
    Better Essays
  • Best Essays

    Telstra

    • 3989 Words
    • 16 Pages

    The report begins withanalyzing Telstra’s internal strength and weaknesses as well as opportunities and threats to the business in the external environment. Major opportunities can be identified in the field of social culture, technological, demographic and global with minor threats founded in political and economic segment providing an overall opportunity to the business. However, it can be argued that there is high competition within the telecommunication industry due to substitute and intensity of rivalry factors hence Telstra should focus on its core competency and provide product differentiation. On the other hand, general economic uncertainty and high levels of competition within the telecommunication industry creates threat to…

    • 3989 Words
    • 16 Pages
    Best Essays
  • Powerful Essays

    The Brand Report Card, devise d by Kevin L. Keller, is a tool for assessing a brand’s performance by rating brands along ten key traits that Keller believes are shared by the world’s strongest brands. Strong brands possess very high brand equity and the Brand Report Card is one tool to help identify things the brand is doing well and areas for improvement. When done on competitive brands, the Brand Report Card can tell us how our brand measures up to the competition. In this paper I apply the Brand Report Card to The Home Depot and its largest rival Lowe’s, after first describing myself as a shopper.…

    • 3861 Words
    • 16 Pages
    Powerful Essays
  • Best Essays

    Global Communications can become an industry leader by outsourcing labor and operations cost to revive the company's financial health.…

    • 3281 Words
    • 14 Pages
    Best Essays
  • Powerful Essays

    Telstra and Mcdonalds

    • 12932 Words
    • 52 Pages

    Australian Communications and Media Authority (ACMA) (2011a), ‘Communication report 2010–11 series, Report 2: Converging communications channels: Preferences and behaviours of Australian communications users’, Australian Government, Canberra. Australian Communications and Media Authority (ACMA) (2011b), ‘Communication report 2010–11 series, Report 3: The emerging mobile telecommunications service market in Australia’, Australian Government, Canberra. Battersby, L. (2010), ‘Change is the only constant for Telstra’, The Age, 4 September. Battersby, L. (2012), ‘Optus switches on 4G network’, The Age, 4 September. Bartholomeusz, S. (2012), ‘Telstra’s new atones for the old’, Business Spectator, 9 August. Budde, P. (2012a), ‘Japanese telecommunications operators face a coming of age’ (accessed February 2013). Budde, P. (2012b), ‘Australia—Mobile broadband—Statistical overview and forecasts’ (accessed February 2013). Chen, S. (2012), ‘SingTel revamps Optus in Australia on Telstra competition’, Bloomberg Business Week, 15 November. Hutchison Telecoms (2012), ‘Hutchison Telecoms announces half-year results’, Media Release, 23 July (accessed November 2012). Knight, E. (2010), ‘Telstra starts dragging itself into an NBN world, The Sydney Morning Herald, 28 July. Maiden, M. (2012a), ‘Thodey has rivals reeling in his wake’, The Age, 29 August. Maiden, M. (2012b), ‘Thodey ahead in 4G race’, The Age, 10 August. McDuling, J. (2012a), ‘Telstra expresses doubts over 4G regulation’, The Australian Financial Review, 9 October. McDuling, J. (2012b), ‘Telstra talks up 4G, Asia data hosting’, The Australian Financial Review, 1 October. Motorola (2012), ‘Long Term Evolution (LTE): A technical overview’ (accessed October 2012). Shulman, C. (2012a), ‘Mobile telecommunications carriers in Australia’, IBISWorld Industry Report J7122, IBISWorld, Melbourne. Shulman, C. (2012b), ‘Telecommunications services in Australia’, IBISWorld Industry Report J7100, IBISWorld, Melbourne. Telstra (2012a), ‘Telstra’s annual debt issuance program prospectus’ (accessed February 2013). Telstra (2012b), Annual Report 2012 (accessed February 2013). Vodafone (2012), Vodafone Annual Report 2012 (accessed February 2013).…

    • 12932 Words
    • 52 Pages
    Powerful Essays
  • Good Essays

    In the history of United States, there have been many people from different countries who want to immigrate from their home country to the United States. Mainly they are divided into groups based on geography such as North American, Asian, and etc. Today I will talk about the Southeast Asian group. Geographically, Southeast Asia is divided in to two regions, the Asian mainland and island arcs. The countries in the mainland region are Burma, Cambodia, Laos, Thailand, Vietnam and Peninsular Malaysia; while the maritime section consists of Brunei, East Malaysia, East Timor, Indonesia, Papua New Guinea, the Philippines, and Singapore.…

    • 514 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    SOC 3116

    • 489 Words
    • 2 Pages

    It is created, marketed, and as consumers of technology we need to adapt to it…

    • 489 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Executive Summary

    • 256 Words
    • 1 Page

    The report discusses about existing marketing strategy and recommends an alternative strategic approach for chosen telecommunication company, namely Maxis Berhad Malaysia Maxis Berhad is a telecommunication company provides better quality service with huge coverage with higher price charge as compare to their competitors such as DiGi and Celcom among Malaysia. In the first half of 2011, the sales of Maxis Berhad Malaysia have increased approximately 30%. The report starts with an introduction and followed by the discussion on the existing marketing strategy of Maxis Berhad. Currently, Maxis Berhad is at maturity stage which its successful brand allows it to be extended indefinitely. For growth strategies, Maxis Berhad has used product development which it offers various types of services to attract future customer and gain a larger market share. It also used diversification which it aims to offer low cost plans and smartphone APPS to target younger customer groups. For value addition strategy, Maxis Berhad used product differentiation which its high performance quality allows Maxis Berhad to charge its product at higher price. Furthermore, segmentation targeting and positing (STP), unique selling position (USP), SWOT analysis, and PESTLE analysis are discussed in the report. The report followed by part two which objectives has set to make sure it has meet with the SMART criteria. Maxis Berhad can be more success in the market by maintaining its existing marketing strategy which is product development, diversification and product differentiation. Besides, Maxis Berhad can be more success in the market by organizes various activities and programs such as corporate social responsibility.…

    • 256 Words
    • 1 Page
    Satisfactory Essays