Thesun 2009-08-17 Page16 Staying Relevant To Demand

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theSun

| MONDAY AUGUST 17 2009

media & marketing getstough tough ... when the going gets

Staying relevant to demand by Hemananthani Sivanandam [email protected]

DiGi has a simple strategy to keeping its customers happy – give them value for money and make sure it’s relevant! “People look for savings and they know we offer them exactly that,” DiGi CEO Johan Dennelind said, adding that it is essential to be relevant to customer demand. As such, the company has shifted its focus for the past year, as it wants to be clearer on its saving propositions offered to customers. Dennelind said this year DiGi will be pushing its savings proposition further with various campaigns due to the global financial turmoil. This will be done with the famous and iconic “Yellow Man” that has always been associated with the brand. DiGi’s latest campaigns – “Love at 10 sen” and “Laughter at 10 sen” – emphasise its savings propositions. “Initially, the Yellow Man was associated with having good coverage, but he has completed his mission. We have good and equal coverage as others now, but we’re developing him into something more relevant to the people – savings!” Dennelind said. He said apart from emphasising on savings, the campaigns also bring out a feel-good factor that helps cheer people up. “We hope we can inspire Malaysians that

although these are tough times, we should not forget the good times and the good side of life everyday.” In staying true to its goal of being relevant, the company is also looking into new areas to cater to the needs of customers. One such area is the DiGi Blackberry business proposition. “We’re encouraged by the response from our small and medium enterprise customers. The launch of the Blackberry plan has given

us an edge and I think we can make an impact in the market,” Dennelind said. The company also realises it is vital to acknowledge the tough times and challenges to meet the expectations of the market and customers. “It’s important to us that our customers feel they’re being heard, and as a company, it’s vital we act on their feedback. “If we don’t, eventually customers will leave us because they don’t see their needs or problems being solved,” Dennelind said. He said it is also part of DiGi’s mission to constantly improve and go the extra mile to exceed customer expectations. Dennelind said DiGi connects with – Dennelind its various segments to ensure its brand equity improves, and to ensure that the company will continue to invest in the market. He said given the present situation, it is fundamental

We hope we can inspire Malaysians that although these are tough times, we should not forget the good times and the good side of life everyday.”

to maintain brand presence in the market. “It’s crucial to stay on top of the line in tough times. In an economic slowdown, you need to keep creating some demand and liking that triggers purchases. That’s why we need to invest in creating awareness and to maintain brand presence.” Interestingly, unlike other companies, DiGi does not have a yearly budget, Dennelind said. “Budget is yearly thinking. Our industry (telecommunication) is moving by the day, so if you were to have a budget, you’d have to change it everyday. “We’re prepared to invest whatever it takes to keep the momentum. So I don’t have the figures, but I have the mindset to deliver the company’s ambitions,” he said, adding that by not having a set budget, the company is flexible in terms of competing in the market. “We’re a company that take things as they come. We have guidance to the market that we follow in order to keep our momentum, ambition.” Dennelind said that this year DiGi has a higher operating cash flow compared to the RM1.28 billion it had last year. “If we had a budget, our competitors would know it, and this would decrease our flexibility to act and react. “But if the company does whatever it takes to stay in the market, it’ll keep our competitors guessing and gives us more flexibility in manoeuvring our way in the market.”