Target market In order to reach our service to the right customer, we have chosen Demographic as our target market segment such as age, income and occupation. By using this segmentation, it could easily help us to find the logical way to classify consumers. According to the result shown in Figure 1 that has been attached in appendices, most of the internet user’s age in Malaysia is between 15 and 44.
In Figure 1, we can see that the majority internet users 38% are from age 15 to 24, second rank is 25 to 34 years old at 26%, and followed by 35 to 44 years old at 23%, 45 to 54 years old at 9% and lastly age 55 above at 5%. The age of 15 to 44 users are aggressively active in shopping, playing games and doing network socializing. We will target them as our main users because UniFi has the highest speed in Malaysia which could help them access virtual shops on-line around the world through real time video and chat.
Age is closely related to income segment. For example, for age 15 to 20 users, some of them may face service fees problem because they are still a student. In order to reach the maximum of the users who would like to enjoy the highest speed internet service, we have set 3 prices which are RM 249/per month (VIP 20), RM 199/per month (VIP 10), and RM 149/per month (VIP 5) to segment our target market. Finally, the one who works need instant message or get latest information from internet tends to be higher offer than who does not need.
As UniFi offered the fastest and smooth speed in Malaysia, they can just simply choose the UniFi according to their work needs. – We have chosen Demographic to divide the market into separate segment on the basis of common or shared needs or characteristic that is relevant to the service. Such as age, income and occupation. For example, we use age and occupation to identify their interest and then we provide service based on their interest. While income, we use it to identify their purchase level and hence come out with three packages.
In order to be a viable market, a segment must consist of enough consumers to take targeting it profitable. A segment can be identifiable and stable but not be large enough to be profitable. To make sure Unifi is able to target the users and profitable, initially we just targeted a few areas which are heavy users, so it could help us to gain profit before we develop another medium and light user. Target segment should relatively stable in terms of lifestyles and consumption patterns and avoid fickle segments that are unpredictable.
For example, age between 15 and 44 are sizeable and easily to determine because they desire to surf online, to have a better speed. It is accessible which means marketers able to reach market in an economical way. By that, Unifi has always use mass media, advertising, road show and event trying to attract and catch the attention of consumers. Not every company intended to reach every market segment, due to the objective and resources.
For Unifi, they trying to provide high speed broadband to every consumer, but because of the limited resources, heavy user areas are given priority first before they could reach to other users. Consumer analysis UniFi is mostly beneficial to residential customers with heavy internet usage which require high speed internet. Nowadays, the advance of technological is a key success factor in this industry. The industry is common with wired and wireless telecommunication technology. Wired internet connectivity is provided to the household via copper lines by utilizing Digital Subscriber Line (DSL).
UniFi is one of the wireless data communication technologies in Telekom Malaysia. Consumers now are demanding greater bandwidth capacity for their internet connectivity. It is visible that there is very high demand for higher bandwidth broadband packages. They also need a good service provided by Telekom Malaysia as there have been poor services provided by major telecommunication providers on their internet connections such as slow connections and does not obtain the amount of bandwidth as advertised.