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Company summary of Digicel

Digicel is a mobile phone network or telecommunications supplier held by Irishman Mr. Denis O'Brien. It currently operates in over twenty-six countries within the Caribbean and Central America regions. It had been first established in Jamaica in Apr of 2001, where it grew to no more than 100, 000 customers within a period period of one hundred days that was very extreme for the coffee lover at the time. They may have however extensively expanded to a in close proximity to two million symbol where customers are concerned to date. It offers currently implemented over seventy percent of the Jamaican Market.

Digicel has proven to change the facial skin of the neighborhood telecommunications by providing the Jamaican mobile consumers with an offering which was far more advanced than that of the incumbent (Cable and Cellular). They have also been a major contributor to national income also to employment creation for Jamaicans island wide. It provides a wide array of cell phones, accessories and services to meet customer's prospects and is known to be the number one telecommunication customer service provider.


Digicel vision is to constantly look for new abilities with fresh ideas to further cement

place as the key mobile telecommunications service provider in your community.


Digicel's goal is to provide our customers with affordable and progressive mobile communications that fosters personal and professional cable connections between nations and people.

Macro Environmental Factors

Three Marco environmental factors currently impacting Digicel organization's marketing efforts are:

Demographical Factor

Digicel uses demographic factors to effect on their customers in a good way. That is done through utilizing folks of various ages, job, and from different area in the country to market their product.

For example, Digicel uses business people to advertise specifics phones that might be well suited for their life-style available world. The black berry phones and I Phone are publicized by Digicel as ideal business phones. These to include features that can video call, conferencing, and gain access to the internet. Predicated on their advertisement, this would be a perfect business phone and very convenient, as it bears the similar top features of a pc.

Digicel uses university children and young people to market the entertainment that their cell phones offer. These include MP3 players, music videos, games, pictures, films and easily down loaded programs.

They utilize elder people in their advertisements to attract people of how old they are group. That is also a online marketing strategy to show people that Digicel provides mobile phones that are easy to use, and that elderly people won't have a problem operating them.

Digicel exploit people like farmers, fishermen and vendors to attract the market of low income customers. That is a strategy used to see their customers that Digicel have products that attracts all class of people.

Finally Digicel include people in their adverts that are in profound rural area, and even fishermen that go mls off of the island, showing their customers that they offer superior network coverage over their opponents.

Economical Factor

Digicel uses economical factor to impact on the market in a good way. They advertise a variety of cellular phones that have various costs from very costly to very cheap. This is a technique implemented to permit every customer to have the ability to afford a mobile phone. A few years ago, there was a stigma mounted on cell phones that only a abundant person could afford one, however Digicel dominated the marketplace by making mobile phones affordable that every person are able one.

Digicel offers closed group packages for some business companies, which is endless call within that specific company among a particular amount of folks for a set cost. Companies who use this package have the ability to slice cost as it pertains to their telephone bills.

Digicel offers a minimal call rate for Digicel to Digicel calls. They use marketing promotions like free after 5, which allows u to speak free after conversing for 5 minute on your cellphone, free nights, which is a promotion where u get free call after 11:00pm if you purchase at least $200. 00 credit per pay, free texting after 5, which really is a advertising where they gives you to make a hundred free text after you have sent five text messages. These factors are cost-effective to the customers, but it addittionally boots the sale of calling cards.

Technological Factor

Digicel uses technical factors to impact on the market in a confident way. Together with the benefits of 3 D network service, and installing cell site within almost every region of Jamaica, Digicel have an advantage over it competitors. Digicel uses its fast internet service to copy information among customers. Digicel utilizes internet sites like facebook, twitter and MySpace to advertise and promotion their products and gather information of their valid customers.

Digicel aids in globalization and offers effective communication across the world. Because of this, customers tend to gravitate towards this network, because they offer reliable service and network coverage. People have the ability to communicate much more effective across the globe, hence business get the opportunity to broaden their range of business.

Repositioning of the Firm

Demographical Environment

As it relates to the demographical environment, Digicel should ensure that their location is at a central point so that customers from all strolls of life can access the location easily. Also they can use more young individuals to market their products and services in order to get more customers.

Economical Environment

Digicel can utilize this medium to execute new purchasing strategies so that consumers who are thinking about purchasing a mobile phone that is of an expense that they can not afford may be able to do this through an increased purchase plan, which will yank more customers to their customer basic thus increasing income.

Technological Environment

Digicel also needs to ensure that more cell sites are applied to accommodate the amount of customer using their network; this will reduce the amount of issues and customer annoyance that occurs occasionally. In utilizing this, the company will benefit economically.

Pricing Approaches employed by the Organization

Nokia 1661

Nokia 1661 is a practical, reliable phone that means it is easy so that you can connect to the people.

Nokia 1661 is a useful, reliable phone that means it is easy so that you can connect to the people. See applications and announcements plainly and explore your mobile phone with ease on the top TFT display. Listen to your favourite channels on the go with the included fm radio. Get some good assist with your day-to-day jobs with useful tools like the built-in presenter and torch.

Key Features


FM Radio




J$2, 360


J$2, 950

BlackBerry Daring 9700

The new BlackBerry Striking 9700 smartphone: Daring is Beautiful! **The Postpaid Price is applicable when you activate a Digicel Select 1000 and above postpaid plan.

The new BlackBerry Striking 9700 smartphone: Striking is Beautiful! The Blackberry Striking 9700 has a big, hi-res screen that displays over 65, 000 colors; making a vivid viewing experience for all your photos, videos, data and websites. Access what's important with trackpad navigation established on how notebook computers were created. Glide your finger over the trackpad to scroll through menus and icons. Hook press and click enables you to select an item to get around where you want to move. Along with a 3. 2 MP camera, the BlackBerry Daring 9700 smartphone features video camera operation. Record and view videos on the hi-res display screen, and talk about them through email, texts or communal networking sites

Key Features

3. 2 mega-pixel camera



Blackberry OS

Digicel Select

J$27, 575

Digicel Flex

J$55, 150

Digicels costs strategies derive from the sort of phones and features that they hold. A good example of this is really as shown above with a straightforward nokia and a high of the brand blackberry cellphone. Digicel also price to be able to have a competitive advantage over their rivals in order to give or create more customer bottom part.

Effectiveness of Promotion Mix Utilized by the Organization

Digicel utilizes all the various types of promotional mixes. This consists of advertising, sales special offers, pr, personal offering and direct marketing. Digicel utilizes advert through the means of texting and advertising publics, including the electronic press, tabloids and billboards to see customers about telephones and accessories they are currently having at the precise time. This persuasive strategy helps customers to gravitate or buy to their products.

Advertisement also reminds customers of promotional offers and services that the company has; which differentiates them of their competitors. This is an effective means of connecting with customers as it pulls or draw in customers and increase their market sales.

Sales advertising helps digicel to see customers of services and services that they need to offer. It also helps to enhance its customer basic, thus increasing its profit margin.

Public relations on the other palm as it relates to the internal consumer of the organization, for example, a person service rep, that utilizes its key data collection to provide assist with customers every once in awhile in order to satisfy the clients needs or inquiries.

Personal advertising is utilize by digicel in that individuals are able to buy phone cards from them at a low price and sell to other customers in a variety of ways, to make a small profit.

Direct marketing is used by the business to target the business persons with telephones which have features that may enable them to carry out business whether in or out of the office. This will enable them both to boost their business and take full advantage of profits.

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