Challenge

In the dynamic landscape of the Malaysian telecommunications industry, maintaining relevance amid fierce competition is imperative. Our client, a leading telecommunications provider in Malaysia, places a premium on vigilance and innovation. A crucial aspect of their strategic approach involves conducting frequent branding studies to gauge and enhance market positioning. A key initiative involves an in-depth exploration of market insights, trends, needs, and challenges within the SME sector, specifically focusing on telecommunication solutions for SMEs. Simultaneously, the tracker evaluates the impact of our client’s marketing activations and campaigns on key brand measures, aiming to identify any shifts in perception or engagement.

Approach

A face-to-face approach was adopted, involving engagement with decision-makers responsible for their organization’s telecommunication matters. The study was conducted biannually, with each round encompassing conversations with a substantial sample size of n=650 SME decision-makers nationwide. Crucial brand metrics, including awareness, usage, adoptions, subscriptions, and imageries/positioning, were collected. Simultaneously, an exploration was made into the then-current needs and expectations of SMEs regarding telecommunications services to identify opportunities for acquisition and targeted strategies.

Results

The results provided the clients with a comprehensive understanding of the current standing of their brand, aiding in trend identification. We observed and measured the positive impact of our client’s marketing campaign efforts on the brand in direct comparison with their competitors’ campaigns. Performance metrics, including telco usage, solution subscriptions, and bundle offers, were meticulously compared against other telecommunications providers. The approaches taken by these providers were dissected, and we provided our client with advice and methods at each stage of the analysis.
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