Company overview of Digicel

Digicel is a cell phone community or telecommunications supplier owned by Irishman Mr. Denis O’Brien. It presently operates in over twenty-six nations inside the Caribbean and Central America areas. It was first established in Jamaica in April of 2001, the place it grew to a most of 100 thousand prospects inside a time interval of 100 days which was very excessive for them on the time. They've nevertheless extensively grown to a close to two million mark the place prospects are involved up to now. It has presently adopted over seventy % of the Jamaican Market.

Digicel has confirmed to alter the face of the native telecommunications by offering the Jamaican cellular shoppers with an providing which was far superior to that of the incumbent (Cable and Wi-fi). They've additionally been a serious contributor to nationwide revenue and to employment creation for Jamaicans island huge. It offers a wide selection of telephones, equipment and companies to fulfill buyer’s expectations and is thought to be the primary telecommunication customer support supplier.


Digicel imaginative and prescient is to consistently search for new abilities with contemporary concepts to additional cement

place because the main cellular telecommunications supplier within the area.


Digicel’s aim is to supply our prospects with reasonably priced and revolutionary cellular communications that fosters private and professional connections between nations and folks.

Macro Environmental Components

Three Marco environmental elements presently impacting Digicel group’s advertising efforts are:

Demographical Issue

Digicel makes use of demographic elements to influence on their prospects in a constructive means. That is achieved by way of using individuals of varied ages, occupation, and from totally different space within the nation to promote their product.

For instance, Digicel makes use of enterprise individuals to promote specifics telephones that might be appropriate for his or her life type within the enterprise world. The black berry telephones and I Telephone are marketed by Digicel as best enterprise telephones. These telephones embody options that may video name, conferencing, and entry the web. Primarily based on their commercial, this could be a great enterprise telephone and really handy, because it carries the same options of a pc.

Digicel makes use of faculty youngsters and younger individuals to promote the leisure that their telephones supply. These embody MP3 gamers, music movies, video games, footage, films and simply down loaded applications.

They make the most of elder individuals of their commercial to draw individuals of their age group. That is additionally a advertising technique to indicate those that Digicel offers telephones which might be straightforward to function, and that aged individuals won't have an issue working them.

Digicel exploit individuals like farmers, fishermen and distributors to draw the market of low revenue prospects. This can be a technique used to tell their prospects that Digicel have merchandise that caters for all class of individuals.

Lastly Digicel embody individuals of their adverts that reside in deep rural space, and even fishermen that go miles off the island, to indicate their prospects that they supply superior community protection over their opponents.

Economical Issue

Digicel makes use of economical issue to influence available on the market in a constructive means. They promote a wide range of mobile telephones which have varied prices from very costly to very low cost. This can be a technique carried out to permit each buyer to have the ability to afford a cellular telephone. A number of years in the past, there was a stigma hooked up to cell telephones that solely a wealthy individual may afford one, nevertheless Digicel dominated the market by making cell telephones reasonably priced that everyone can afford one.

Digicel affords closed group packages to some enterprise corporations, which is limitless name inside that particular firm amongst a certain amount of individuals for a set value. Firms who make the most of this package deal are capable of reduce value because it pertains to their phone payments.

Digicel affords a low name price for Digicel to Digicel calls. They use promotions like free after 5, which permits u to talk free after speaking for five minute in your telephone, free nights, which is a promotion the place u get free name after 11:00pm if you are going to buy no less than $200.00 credit score per pay, free texting after 5, which is a promotion the place they lets you make 100 free textual content after you might have despatched 5 textual content messages. These elements are economical to the shoppers, however it additionally boots the sale of telephone playing cards.

Technological Issue

Digicel makes use of technological elements to influence available on the market in a constructive means. With the introduction of three D community service, and the set up of cell website inside nearly each space of Jamaica, Digicel have an edge over it opponents . Digicel makes use of its quick web service to switch data amongst prospects. Digicel makes use of social networks like fb, twitter and MySpace to promote and promotion their merchandise and to collect data from their legitimate prospects.

Digicel aids in globalization and affords efficient communication all through the world. On account of this, prospects are likely to gravitate in direction of this community, as a result of they supply dependable service and community protection. Enterprise persons are capable of talk rather more efficient throughout the globe, therefore enterprise get the chance to widen their scope of enterprise.

Repositioning of the Agency

Demographical Surroundings

Because it pertains to the demographical setting, Digicel ought to be certain that their location is at a central level in order that prospects from all walks of life can entry the situation simply. Additionally they'll use extra younger individuals to promote their services and products as a way to entice extra prospects.

Economical Surroundings

Digicel can make the most of this medium to implement new buying methods so that customers who're excited by buying a telephone that's of a price that they can not afford might be able to accomplish that by way of the next buy plan, which is able to pull extra prospects to their buyer base thus growing revenue.

Technological Surroundings

Digicel also needs to be certain that extra cell websites are carried out to accommodate the variety of buyer utilizing their community; this can cut back the variety of complaints and buyer annoyance that happens often. In implementing this, the corporate will profit economically.

Pricing Approaches utilized by the Group

Nokia 1661

Nokia 1661 is a sensible, dependable telephone that makes it straightforward so that you can connect with individuals.

Nokia 1661 is a sensible, dependable telephone that makes it straightforward so that you can connect with individuals. See purposes and messages clearly and discover your telephone with ease on the big TFT show. Take heed to your favorite stations on the go along with the built-in fm radio. Get some assist together with your day-to-day duties with useful instruments such because the built-in speaker and torch.

Key Options


FM Radio







BlackBerry Daring 9700

The brand new BlackBerry® Daring™ 9700 smartphone: Daring is Lovely! **The Postpaid Value is relevant once you activate a Digicel Choose 1000 and above postpaid plan.

The brand new BlackBerry® Daring™ 9700 smartphone: Daring is Lovely! The Blackberry Daring 9700 has a big, hi-res display that shows over 65,00zero colours; making a vivid viewing expertise for all of your photographs, movies, recordsdata and web sites. Entry what’s essential with trackpad navigation primarily based on how laptops are designed. Glide your finger over the trackpad to scroll by way of menus and icons. A slight press and click on lets you choose an merchandise to navigate the place you wish to go. Together with a three.2 MP digital camera, the BlackBerry Daring 9700 smartphone options video digital camera performance. Report and look at movies on the hi-res display, and share them by way of e mail, textual content messages or social networking websites

Key Options

three.2 mega-pixel digital camera

Electronic mail


Blackberry OS

Digicel Choose


Digicel Flex


Digicels pricing methods are primarily based on the kind of telephones and options that they carry. An instance of that is as proven above with a easy nokia and a prime of the road blackberry telephone. Digicel additionally value as a way to have a aggressive edge over their opponents as a way to give or generate extra buyer base.

Effectiveness of Promotion Combine Utilized by the Group

Digicel makes use of all the varied kinds of promotional mixes. This contains promoting, gross sales promotions, public relations, private promoting and direct advertising. Digicel makes use of commercial by way of the technique of textual content messaging and media publics, for instance the digital media, tabloids and billboards to tell prospects about telephones and equipment they're presently having on the particular time. This persuasive measure helps prospects to gravitate or purchase into their merchandise.

Commercial additionally reminds prospects of promotional affords and companies that the corporate has; which differentiates them from their opponents. This can be a very efficient technique of speaking with prospects because it pulls or entice prospects and enhance their market gross sales.

Gross sales promotion helps digicel to tell prospects of recent services and products that they've to supply. It additionally helps to spice up its buyer base, thus growing its revenue margin.

Public relations alternatively because it pertains to the inner public of the group, for instance, a customer support consultant, that makes use of its main knowledge assortment to supply help to prospects sometimes as a way to fulfill the shoppers wants or queries.

Private promoting is make the most of by digicel in that people are capable of buy telephone playing cards from them at a reduced value and promote to different prospects in varied methods, as a way to make a small revenue.

Direct advertising is utilized by the group to focus on the enterprise individuals with telephones which have options which is able to allow them to conduct enterprise whether or not in or out of the workplace. This can allow them each to enhance their enterprise and maximize income.