1.1: Introduction
CSL Group of Companies is the first ever company that produces Malaysian made mobile phones. Established in 1998, CSL has expanded its business into various market segments which caters to consumer's needs.
CSL Blueberry Series is the company's effort in order to penetrate the qwerty smartphone market which is currently dominated by Blackberry Smartphones from Research In Motion Limited.
The Blueberry Series offers many of the features found in other competitors with the extra promise of affordability in comparison to others. The product line has been expanding and as of now, there are 14 models with varying specifications and designs to choose from.
1.2: Problem Statement and Issues
Although CSL is the pioneer in Malaysian made mobile phones, there are still various problems that are plaguing the company's products and the brand itself as a whole.
From the survey and research done, it can be concluded that the main problems for CSL Blueberry are:
- The public's perception towards CSL Blueberry series is that they are mainly cheap imitations which cannot offer the same quality and features as other well-known branded smartphones.
- The branding is seriously flawed. Being named 'Blueberry' does not help the series avoid being regarded as imitations as it is too deliberately similar to 'Blackberry'.
- Lack of a well planned advertising strategy compared to its competitors. CSL does not advertise Blueberry series as intensively and does not utilize the various available medias available nowadays. Rarely do CSL mobile phones are featured in television commercials and web advertisements.
While the problems plaguing the CSL brand itself are:
- The way that CSL is marketing their products is making people look down upon them. From the naming of products to the mediocre advertising campaigns, people lose interest in CSL when other more attractive alternatives are available.
- The designs of CSL mobile phones are too similar to other branded phones although CSL denies it and claims everything is made and designed by them.
- Word of mouth and social websites such as forums are spreading testimonials that CSL mobile phones lack the build quality that other well-known brands boast.
1.3: Objective of Research
The objective of this research is:
- Understanding the product line and its market situation.
- Identifying brand problems for CSL.
- Helping to develop branding and advertising solution for CSL Blueberry series.
