A case study of low price not necessary to create sales of Streamyx Broadband offered by ™ (Telekom Malaysia) Bhd / Nurwasila Ahmad Foad

Pricing is one of four elements in marketing mix which is product, price, place and promotion. The right pricing strategy used will generate more sales and increase more revenue. This paper presents an analysis on pricing strategy of Streamyx broadband practiced by TM on the issue of “low price not necessary create more sales of Streamyx broadband”. Now a day internet broadband becomes something needed but not just a want. The objective of this analysis is to determine is lower price of Streamyx are necessary to create more sales. There are four common pricing strategies which is costbased, value-based, demand-based, competition-based pricing strategy. In this paper, there is six month from January to June year 2009 data unit of sales for Streamyx broadband from difference package offered by TM and data of faulty of Streamyx within six month from January to June year 2009. Reveals from finding that there are higher numbers of sales come from package Streamyx Combo 3 that offer 1Mbps with high price and the percentage of product of internet being faulty for Streamyx Combo 3 is the lowest. It is a proven that Streamyx Combo 3 is high quality. TM should adapt all four pricing strategy in order to generate more sales with high revenue.