INTRODUCTION

CSL is the most established mobile phone company to ever exist in Malaysia and its currently tapping into the notebook and netbook market locally as well as abroad. The CSL company was established in 1998 and expanded over the years within southeast Asia to regions like Thailand, Indonesia and Singapore offering high quality products and services that boosted it to be a major player locally and abroad.

CSL Spice Mi700 Droidpad is a  7 inch tablet launched in September 2010 just after the battle of small touch screen computer  started by apple when they introduced their own Apple Ipad.The Droidpad Mi700 seems to be penetrating the market because of its  unique selling preposition and affordability. The Droidpad is under Mi-series which came up as a result of a joint venture between Spice company in India and CSL Malaysia.

1.2   Problem Statement and Issues  

Even  though CSL has been the leading mobile phone service company and expanding since its      introduction, it faces branding problems that gives it a bad reputation. From the survey and research I came to conclude that Droidpad problems are:

• The  CSL Spice Droidpad Mi700 doesn't have any TV commercial nor web advertisement that's why people don't know about it.

• It's not authentic in terms of design and consumers immediately get disinterested associating CSL with a fake Ipad look alike.

• The  design aesthetic of the device is not appealing  together with its packaging especially when it's put side to side with  other established brands

• The product is expensive looking at its target audience and even after  the price was reduced from RM1599 to RM1299 it made no difference but when it went down to RM999 it sold fast.

• For its price which is the same  as Samsung galaxy tab it doesn't have high expectation for display and battery life

• CSL products have a brand image problem as they are thought to be a china made phone for example: blueberry, people would rather get blackberry not a replica of it.

• CSL would never tap into the international market because it lacks originality

1.3   OBJECTIVE OF RESEARCH

The  objective of this research is

• To find  answers to certain problems that consumers face and get the wrong idea about the CSL brand.

• Re-branding the image of CSL to change consumers perception.

• To make buyers and prospective buyers know  the Mi series selling features.