3.1 Introduction
CSL is a group of companies in Malaysia involved in making phones, mobile devices and recently penetrated the netbook and notebook market. The company was established in 1998 and had partnership with the French mobile maker Alcatel manufacturing mobile phones for the south-east Asia region . Alcatel then parted ways with CSL joining Chinese manufacturer TCL communication, giving CSL full control over its products which led to its aggressive expansion. CSL expanded business to Thailand , Indonesia Singapore and its planning to venture into countries like Philippines, Cambodia and Vietnam.
The Headquarters of CSL in Malaysia are in Shah Alam Hicom Glenmarie Industrial Park distributing products to the whole of Malaysia working closely and effectively to provide after sales service through nation-wide service networks to its customers. Now the company has 21 branches and 2600 authorized shops and kiosk. CSL provide competitive value and choice for customers through partnership with other companies eg Spice i2i this joint venture between India and CSL Malaysia gave birth to the 3G, Android Smartphone's and Tablets. This led to Spice CSL taking second spot in Malaysian Mobile Phone market according to the managing Director Datuk Dr Eric Chuah
Based on its slogan Commitment, Service, Loyalty and its relentless effort to provide better technology and integrity it was awarded as Technology Status Manufacturer by MITI. CSL also got recognition for being the pioneer in mobile phone industry toward economy development by MOF. CSL is now a group of companies with over RM 1 billion turn over in sales having more than 500 employees and still growing. Investing in quality personnel and quality business partnership makes CSL what it is today and promises a brighter and prosperous future
3.2 Company Information
Company name : CSL Group of companies
Year of Establishment : 1998
Executive Director : Ir Megat Radzman Megat Khairudin
Industry : Electronics
Business Activities : Manufacturer and Marketer of mobile phones, Tablet pc
Computer peripherals and modems.
Location : Wisma CSL, No 10,Jalan Jurunilia U1/20
Hicom Glenmarie Industrial Park
40150, Shah alam Selangor Darul Ehsan
Hotline : 603-55693031
Fax : 603-55693032
Subsidiaries: CSL Manufacturing Sdn Bhd.
CSL Mobile (M) Sdn. Bhd.
I-Gate (M) Sdn. Bhd.
Ad-Deen Technology Sdn.Bhd.
Beoworld Sdn.Bhd.
Csl Multimedia Sdn.Bhd
Spice Csl Multimedia international Sdn.Bhd.
3.3 Company History
CSL was established in 1998 during the credit crunch and since it didn’t have much experience in mobile phone industry it became a big distributor for established mobile phone companies . It leant a lot and gained experience from companies like Motorola, Samsung, Nokia and Sony Ericson in Malaysia.
After years of learning from the best it then established its own brand of mobile phones penetrating Malaysia’s market with affordable quality mobile phones. Being the first one in Malaysia it became recognized and attracted investors and partners to grow even bigger. CSL celebrated its 10th anniversary on 17 February 2010 being the first leading pioneer to set a benchmark in local mobile phones and mobile devices
3.4 Corporate Reputation and Brand Image
CSL is reputable for its mobile phone value added service and its technological advancement but it's not pro active in its advertisements to implant a good image in consumers mind to influence their purchase. CSL design aesthetics is not impressive together with its packaging and it looks like viewsonic tab replica. Not being authentic in terms of everything doesn’t re-enforce brand communication and consumers are concerned about how it looks. If it looks like another brand then they will associate CSL with a fake china phone that has everything but has a short- life span.
CSL is being sold by its price factor not brand image and this is going to give CSL a cheap image and consumers are always going to recall CSL by its price not by its quality and impressive designs. The only reason why CSL products are affordable is because their manufacturing process is in china and makes its mobile production to be cheap.
3.5 Vision and Mission
Vision
- To be the lead manufacturer of mobile phones and consumer electronic products
- To be a state of the art wireless application software provider
- To provide the most comprehensive product range through strong logistical support, well- structured distribution chain and excellent after sales services network by establishing a long term partnership with our valued customers
Mission
To ensure that valued customers receive complete satisfaction through :
- The manufacture of high quality , high technology and high value products.
- Constant improvement of the supply chain management
- Total commitment , excellent service and undivided loyalty
3.6 CRM ACTITIVITIES
Customer after sales service
CSL has 21 service centers nationwide to deliver what they promise every time. Having good customer service can attract new business and create loyal customer base. Personal relationship lead to improved customer acquisition, satisfaction and every contact with customers makes CSL know their customer needs, preferences to devices in order to serve them with tailored solutions.
Extensive Warranty
Csl mobile phone have 12 months warranty and customers have to sign up in Csl fun club. Any problem the customer encounter they can go to any Csl service center
Csl Fun Club
The Csl Fun Club is another value added service that keeps the consumer busy by providing infotainment latest news, horoscope service free sports for those who sign up
Android Market
This where consumers download Google applications that they like, to make their life much easier. The market is mostly packed with mind blowing games.
3.7 market Share
This is research by IPass focussing on which Touchscreen Tablet has the most market share. CSL is among others which holds a market share of less than 6.7%
http://www.marketingcharts.com/direct/ipads-dominate-global-mobile-workforce-17635/ipass-smartphone-downtime-may-2011jpg/
3.7 Current Marketing Objectives.
CSL is an economical super budget phone that offers the quality service and technology at a competitive price for lower income groups. Its closing the gap between the people who can afford high end mobile phones and those who cannot by offering the same services and quality products as established brands.CSL is by all means trying to consolidate its market by engaging consumer with the transformer concept. The latest mobile phone DS700 is being marketed by a transformer concept and the phone is full touch and bar type transformable. This shows how CSL marketing strategy is improving as it is the only mobile phone that utilized the Idea of Transformers.
No comments:
Post a Comment