Products, Pricing Structure, Terms And Conditions
TO: All Marketing Team Members
CC: CEO, COO, Management; Product Team, Finance Team
FROM: Azleen Abdul Rahim, CMO
SUBJECT: Products, Pricing Structure, Terms And Conditions
Hey everyone,
Azleen here. A couple of weeks ago, I wrote and then briefed you guys about our marketing playbook for the rest of 2026. Those are the tactics and activities we are going to execute from July to December. From the present momentum we’re experiencing since the early part of the year, we are doing pretty well. As of June, we’ve seen the initial growth. The data on the KPI Dashboard doesn’t lie. It’s all there for everyone to see and verify.
I also highlighted in the same marketing team’s briefing that our offer needs to be better. It needs to be clearer, sharper and easier to understand. It was 2 weeks ago. Today, we are still using the same old pricing structure, the same terms and conditions. If we continue utilising the same set of documents, we will continue to lose opportunities to secure new customers. We will also find it hard to upsell our products and services to the existing customers.
Let me share what needs to be improved.
Images. Every single image of the products must be sharp and high-resolution.
Videos. Every video footage of the products must be in high resolution, too.
Description. Every product description must use simple and easy-to-understand English. Minimise as many jargons and technical words as possible. While we want to retain as much sophistication in the copywriting, attempt to keep each sentence length short. The last thing we want is to make the customers feel our materials are cluttered with too much information.
Context. What matters in the description’s copywriting is that it must aim at the customer group we are targeting. When they read any material, they feel resonated with the message in it. It combines a certain level of human, professional and emotional.
Pricing structure. This one is a little tricky. The market is aware that we are a premium brand. Giving heavy discounts just to stay at par with the rest of the competitors is completely out of the question. So we need to be creative here. First, we need to come up with a comparison matrix document explaining why our quality is top-notch, and that is reflected in the pricing we offer. Why am I proposing this? Usually, decision-makers will look at one thing only—the overall cost or amount they need to make to get our products and services. This is the reason they will then decide to go with the cheaper ones. To avoid any more frustrations, we will accompany this comparison matrix alongside our pricing in the proposal. This will give us a better chance of justifying our proposal.
Terms and conditions. We also need to be creative here as well. I’m referring to the payment terms. The rest of the terms and conditions seemed to be okay, but the payment terms require a tweak. It has to be a no-brainer one. The present one is too strict and one-sided. I will call the stakeholders, especially the Head of Finance, CEO and COO, for a meeting to discuss this and decide.
Our knowledge base team lead, Haziq, will lead this initiative. He will work with the product team, finance team and operations team to complete the above tasks. The target here is to get everything updated by 15 August 2026. I’ve already informed Haziq yesterday that all changes must be reflected in the Knowledge Base (the Google Drive shared folder). It will allow the rest of the stakeholders to assess the latest information immediately and directly.
Azleen
