9: Solution
To find the much needed information for this situation analysis, we used survey method to gain an insight of how the public perceive CSL. Besides that, we also conducted interviews amongst CSL authorized seller s and Service Centres to know about their customer’s habits.
The survey question was done online at http://freeonlinesurveys.com/ which is convenient for both the surveyor and the respondents as they only need to spend a few minutes answering the questions. After we finalized all the important questions, the online survey was distributed by forwarding the link to friends and relatives. We also put the survey link on a public forum related to phones which is Lowyat.net forum under the category of smartphones and PDAs. The reception on Lowyat.net forum was surprisingly good as in about three hours, we received nearly 55 answers.
Below are some of the more important questions regarding the CSL Brand Image:
From the survey, 59.38% assumed that CSL Blueberry is a China made phone.
From question 9 and 10, we found out that the most prominent factor that makes CSL attractive to the respondents was their reasonable price and they would like to see CSL being promoted through TV Commercials more than through other media forms.
From the answers in the online survey, we came up with a few interesting findings.
· CSL is perceived by the majority as a China made phone.
· People don’t really care about the quality of the camera or its resolution. They respond well to the Islamic features and the dual simcard and dual standby capabilities of CSL. Most of all, they like that the price is cheap.
· People would respond well and consider Television Commercials as more memorable and impactful compared to other modes of advertising.
· They mostly knew about CSL through friends and word of mouth.
· CSL is already a well-known brand amongst Malaysians. Most respondents knew about the brand.
Based on these findings, we can start to formulate branding strategies to help CSL promote the Blueberry Line in the future.
