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The 10 Step Marketing Plan            for Sun Cellular<br />Francis Benson C. Hugo<br />Ateneo Graduate School of Business...
This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB marketing mana...
Sun Cellular offers the latest in GSM technology, providing voice services (local, national, international calling), messa...
Steps 1 to 5Summary headline of Sun’s PTM and market<br />Sun’s PTM are teens (10-21) and the working class (22-59)<br />W...
Sun Postpaid, Prepaid, Broadband and International services<br />Affordable<br />Uses all forms of media, internet and pri...
1. Sun lights the way of both young and adult Filipinos <br />Demographics: teens and working class<br />Male or female, s...
2. Sun’s PTM needs<br />I am happy if I’m always connected <br />I want to be loved<br />Reference: Maslow’s Hierarcy of N...
2. Teens and the working class have basically the same needs<br />Teens and the working class people need to belong, to be...
3a. Sun has two gigantic direct competitors<br />                                “The Power to Lead”		<br />              ...
3a. Other indirect competitors<br />Indirect: <br />Internet<br />Snail Mail<br />Email<br />Telephone<br />Personal/face-...
3a. Principal bases of competition<br />Variables:<br />Price<br />Coverage<br />Quality of service support<br />Speed of ...
Competitive Position Map for Telecom providers<br />as of 2010<br />Price vs. Age Matrix<br />Smart<br />Globe<br />Globe<...
Benefit positioning vs. brand map for telecommunications provider<br />Benefit Positioning vs. Brand Matrix<br />francishu...
4. Gap between Sun customers and competition<br />Where is the marketing opportunity?<br />boost and develop mobile broadb...
5a. Estimation of market size using competitor data: Smart<br />1. Sales of Smart from PLDT 2010 Annual Report (source: PL...
5b. Estimation of market size using Sun’sdata<br />Claimed market share: 18%<br />Guesstimate on market share<br />Fair sh...
2009 – P 10B
2010 – P 13B</li></ul>francishugo.blogspot.com<br />
5c. Estimation of market size using customer data: Philippine Demographic Population<br />Source: NSO<br />66.291M out of ...
5c. Estimation of market size using customer data: Philippine Demographic Population<br />Usage per day or per year<br />P...
5. Market size in pesos, based on year 2010 data<br />Competitor (Smart) data= 95B sales in 2010 / 53% market share = P179...
6a. Prepaid SIM Cards on the market<br />Globe Prepaid SIM<br />Smart Prepaid SIM<br />Sun Prepaid SIM<br />francishugo.bl...
6a. Sun’s Regular Prepaid Cards<br />francishugo.blogspot.com<br />
6a. Prepaid Cards of Competitors<br />francishugo.blogspot.com<br />
6a. Show how Sun product looks vs. competition<br />  Direct competitor<br />Indirect competitors<br />Sun products displa...
6b. Sun Product Description<br />Describe the physical features, specifications, attributes of the product.<br />Info may ...
6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
7. Price<br />Comparison of Call and Text Rates<br />Pricing strategy used: Penetration pricing<br />francishugo.blogspot....
7. Price<br />Comparison of Prepaid Call & Text Cards<br />Sun offers more free texts<br />francishugo.blogspot.com<br />
8a. Modes of communication that Sun uses** ranking, 1-highest use<br />2<br />1<br />3<br />francishugo.blogspot.com<br />
8a. Sun’s TV commercials<br />Underscores its “UNLIMITED” brand equity always, in a very affordable price<br />francishugo...
8a. Sun’s latest Promos from its website<br />Hot deals offered<br />francishugo.blogspot.com<br />
8a. Sun’s latest Promos from its website<br />Call abroad for only P2/min with Sun P20 for 10 service! <br />Todo IDD now ...
8a. Sun’s latest Promos from its website<br />francishugo.blogspot.com<br />
8a. Sun’s latest Promos from flyers/print ads<br />Thru testimonials of other people<br />francishugo.blogspot.com<br />
8a. Sun’s latest Promos from flyers/print ads<br />Thru offering affordable deals<br />francishugo.blogspot.com<br />
8a. Sun’s latest Promos from flyers/print ads<br />Affordable and reasonable postpaid plans<br />francishugo.blogspot.com<...
8a. Sun’s latest Promos from flyers/print ads<br />Thru communicating its UNLIMITED packages in every product/service<br /...
8a. Sun’s latest Promos from flyers/print ads<br />It also shows that it has products suited for the upper working class <...
Sun’s website<br />It shows the awards received by the Company in spite of being a relatively new player in the industry<b...
8b. Globe website<br />Communicates the idea of the customer as being the king- he can do whatever he wants, in his way<br...
8b. Globe latest TV commercial<br />Communicates the idea of the customer as being the king- he can do whatever he wants, ...
8b. Globe promos<br />Hottest Android devices<br />More than 200,000 apps<br />Mobile Internet Plans<br />francishugo.blog...
8b. Globe promos<br />Additional services<br />Promo is exclusive to Globe Prepaid subscribers.<br />francishugo.blogspot....
8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
8b. Smart website<br />Shows that the company has many things to offer<br />francishugo.blogspot.com<br />
8b. Smart TV commercial<br />Shows that its PTM are mostly high end consumers<br />francishugo.blogspot.com<br />
8b. Smart promotions from Ads<br />Sponsorships<br />francishugo.blogspot.com<br />
8b. Smart promotions<br />Sponsorships<br />francishugo.blogspot.com<br />
8b. Smart promotions<br />francishugo.blogspot.com<br />
8b. Why Sun’s communication stands out<br /><ul><li>Consistent theme in every mode of communication used : UNLIMITED</li><...
8b. Why Sun’s communication stands out<br /><ul><li>Appealing to the masses : affordable packages</li></ul>TV commercial<b...
9. Place<br />Where are Sun products available?<br />The company makes its Prepaid Services available through its thousand...
The Sun Shop at SM Megamall<br />francishugo.blogspot.com<br />
Globe Store at SM Megamall<br />francishugo.blogspot.com<br />
10. Sun’s generic winning strategy<br />Which of the 4 strategies are being used? (bold and underline to most dominant str...
59<br />SUMMARY<br />francishugo.blogspot.com<br />
Steps 1 to 5Summary headline of Sun’s PTM and market<br />Sun’s PTM are teens (10-21) and the working class (22-59)<br />W...
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Transcript of "Sun cellular 10 step marketing plan"

  1. 1. The 10 Step Marketing Plan for Sun Cellular<br />Francis Benson C. Hugo<br />Ateneo Graduate School of Business<br />francishugo.blogspot.com<br />
  2. 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.<br />The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.<br />When appropriate, data are “masked” so as not to create unexpected conflicts.<br />The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.<br />Disclaimer<br />francishugo.blogspot.com<br />
  3. 3. Sun Cellular offers the latest in GSM technology, providing voice services (local, national, international calling), messaging services (short text or multimedia messaging), outbound and inbound international roaming, broadband wireless technology, and value-added services such as Mobile Internet, and up-to-date downloadable contents like ringtones, dial tunes, picture messages, and logos.<br />Company Profile<br />francishugo.blogspot.com<br />
  4. 4. Steps 1 to 5Summary headline of Sun’s PTM and market<br />Sun’s PTM are teens (10-21) and the working class (22-59)<br />Who want to feel always connected to their family, friends and preferred sex. <br />Can choose Smart & Globe<br />Gap is focus on prepaid and postpaid services. Mobile broadband market (WAP, GPRS, MMS) and users using 3G and HSPA need to be developed and tapped as well<br />Market size is 86.4M subscribers, Sun’s niche is 15.2M (18%)<br />francishugo.blogspot.com<br />
  5. 5. Sun Postpaid, Prepaid, Broadband and International services<br />Affordable<br />Uses all forms of media, internet and print ads <br />Is distributed nationwide<br />Generic Strategy is Niche<br />Steps 6 to 10Summary of Sun’s marketing mix & strategy<br />francishugo.blogspot.com<br />
  6. 6. 1. Sun lights the way of both young and adult Filipinos <br />Demographics: teens and working class<br />Male or female, single or married, belongs to whatever social class<br />Lifestyle: on-the-go: those who love to have 24/7 call and text messaging to family, wide network of friends and preferred sex<br />Students (high school, college, grad, med and law)<br />Professionals (CEOs, lawyers, doctors, etc.)<br />Employed or self-employed, businessmen, investors<br />Behavior: Filipinos consume most of their time texting and calling- whoever, wherever and whenever; always ensure their cell phone has a load<br />francishugo.blogspot.com<br />
  7. 7. 2. Sun’s PTM needs<br />I am happy if I’m always connected <br />I want to be loved<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler<br />7<br />francishugo.blogspot.com<br />
  8. 8. 2. Teens and the working class have basically the same needs<br />Teens and the working class people need to belong, to be loved, and self-actualization<br />Teens and working class people prefer Sun cellular over other telecommunication providers because of cheap call & text rates, excellent customer service and the brand’s promise of 24/7 unlimited connection with loved ones<br />Teens and working class sector demand<br /> cheap means of communication, excellent customer service, and the feeling of security to be always connected to other people<br />francishugo.blogspot.com<br />
  9. 9. 3a. Sun has two gigantic direct competitors<br /> “The Power to Lead” <br /> “Abot mo ang mundo.”<br />francishugo.blogspot.com<br />
  10. 10. 3a. Other indirect competitors<br />Indirect: <br />Internet<br />Snail Mail<br />Email<br />Telephone<br />Personal/face-to-face communication<br />francishugo.blogspot.com<br />
  11. 11. 3a. Principal bases of competition<br />Variables:<br />Price<br />Coverage<br />Quality of service support<br />Speed of network access<br />Availability of calling features<br />Value-for-money products & services<br />francishugo.blogspot.com<br />
  12. 12. Competitive Position Map for Telecom providers<br />as of 2010<br />Price vs. Age Matrix<br />Smart<br />Globe<br />Globe<br />Smart<br />Globe<br />Smart<br />Sun<br />Sun<br />Sun<br />francishugo.blogspot.com<br />
  13. 13. Benefit positioning vs. brand map for telecommunications provider<br />Benefit Positioning vs. Brand Matrix<br />francishugo.blogspot.com<br />
  14. 14. 4. Gap between Sun customers and competition<br />Where is the marketing opportunity?<br />boost and develop mobile broadband networks and other value-added services<br />What NWDs are not being addressed?<br />mobile broadband, improvement of current 3G and HSPA<br />What can be the unique selling proposition for the new product (totally new or repositioned.)<br />Longer talking time for its 24/7 unlimited call and text, lower call and text rates<br />francishugo.blogspot.com<br />
  15. 15. 5a. Estimation of market size using competitor data: Smart<br />1. Sales of Smart from PLDT 2010 Annual Report (source: PLDT website)<br />Total Sales (service revenues from its Wireless business) – P 95B<br />% of sales from multi-product: <br />95B revenues from wireless segment / 144B consolidated revenues = 65.89%<br />2. As of December 2010, it has 45.6M subscribers (Smart website)<br />3. 45.6M / 86.4M subscribers = 53% market share<br />francishugo.blogspot.com<br />
  16. 16. 5b. Estimation of market size using Sun’sdata<br />Claimed market share: 18%<br />Guesstimate on market share<br />Fair share of market: 15.2M subscribers (August 2010)<br />Distribution extent<br />The company makes its Prepaid Services available through its thousands of:<br />Xpressload retailers, <br />Distributors and<br />The Sun Shop outlets<br />Postpaid Services are provided to individuals, families, small and medium enterprises, and local companies<br />Historical sales (Digitel’s wireless service segment based on its 2010 Annual Report) :<br /><ul><li>2008 – P 7B
  17. 17. 2009 – P 10B
  18. 18. 2010 – P 13B</li></ul>francishugo.blogspot.com<br />
  19. 19. 5c. Estimation of market size using customer data: Philippine Demographic Population<br />Source: NSO<br />66.291M out of 94.013M or 71% of the total population<br />francishugo.blogspot.com<br />
  20. 20. 5c. Estimation of market size using customer data: Philippine Demographic Population<br />Usage per day or per year<br />Per person (ages 10-59)<br />66.291M x P25 ave. load per day = P1.657B<br />P1.657B daily x 365 days = P 604.9B<br />Per household<br />Average persons in a household = 4 (source: NSO)<br />P1.657B / 4 = P414M per household per day<br />P414M x 365 days = P151B per year<br />francishugo.blogspot.com<br />
  21. 21. 5. Market size in pesos, based on year 2010 data<br />Competitor (Smart) data= 95B sales in 2010 / 53% market share = P179B<br />Company (Sun)data = 13B sales in 2010 / 18% market share = P 72B<br />Customer Usage (2010 projected Phil. Population) data = P604.9B<br />market size = P604B<br />Note: a person can subscribe to more than 1 network provider<br />francishugo.blogspot.com<br />
  22. 22. 6a. Prepaid SIM Cards on the market<br />Globe Prepaid SIM<br />Smart Prepaid SIM<br />Sun Prepaid SIM<br />francishugo.blogspot.com<br />
  23. 23. 6a. Sun’s Regular Prepaid Cards<br />francishugo.blogspot.com<br />
  24. 24. 6a. Prepaid Cards of Competitors<br />francishugo.blogspot.com<br />
  25. 25. 6a. Show how Sun product looks vs. competition<br /> Direct competitor<br />Indirect competitors<br />Sun products displayed in The Sun Shop @ Shangri-La Mall<br />francishugo.blogspot.com<br />
  26. 26. 6b. Sun Product Description<br />Describe the physical features, specifications, attributes of the product.<br />Info may be in product packaging, label, brochures or website.<br />francishugo.blogspot.com<br />
  27. 27. 6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
  28. 28. 6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
  29. 29. 6b. Sun Product Description<br />Prepaid Products<br />francishugo.blogspot.com<br />
  30. 30. 7. Price<br />Comparison of Call and Text Rates<br />Pricing strategy used: Penetration pricing<br />francishugo.blogspot.com<br />
  31. 31. 7. Price<br />Comparison of Prepaid Call & Text Cards<br />Sun offers more free texts<br />francishugo.blogspot.com<br />
  32. 32. 8a. Modes of communication that Sun uses** ranking, 1-highest use<br />2<br />1<br />3<br />francishugo.blogspot.com<br />
  33. 33. 8a. Sun’s TV commercials<br />Underscores its “UNLIMITED” brand equity always, in a very affordable price<br />francishugo.blogspot.com<br />
  34. 34. 8a. Sun’s latest Promos from its website<br />Hot deals offered<br />francishugo.blogspot.com<br />
  35. 35. 8a. Sun’s latest Promos from its website<br />Call abroad for only P2/min with Sun P20 for 10 service! <br />Todo IDD now has lower rates to more countries!<br />Ideal for families with OFWs<br />francishugo.blogspot.com<br />
  36. 36. 8a. Sun’s latest Promos from its website<br />francishugo.blogspot.com<br />
  37. 37. 8a. Sun’s latest Promos from flyers/print ads<br />Thru testimonials of other people<br />francishugo.blogspot.com<br />
  38. 38. 8a. Sun’s latest Promos from flyers/print ads<br />Thru offering affordable deals<br />francishugo.blogspot.com<br />
  39. 39. 8a. Sun’s latest Promos from flyers/print ads<br />Affordable and reasonable postpaid plans<br />francishugo.blogspot.com<br />
  40. 40. 8a. Sun’s latest Promos from flyers/print ads<br />Thru communicating its UNLIMITED packages in every product/service<br />francishugo.blogspot.com<br />
  41. 41. 8a. Sun’s latest Promos from flyers/print ads<br />It also shows that it has products suited for the upper working class <br />francishugo.blogspot.com<br />
  42. 42. Sun’s website<br />It shows the awards received by the Company in spite of being a relatively new player in the industry<br />francishugo.blogspot.com<br />
  43. 43. 8b. Globe website<br />Communicates the idea of the customer as being the king- he can do whatever he wants, in his way<br />francishugo.blogspot.com<br />
  44. 44. 8b. Globe latest TV commercial<br />Communicates the idea of the customer as being the king- he can do whatever he wants, in his way<br />francishugo.blogspot.com<br />
  45. 45. 8b. Globe promos<br />Hottest Android devices<br />More than 200,000 apps<br />Mobile Internet Plans<br />francishugo.blogspot.com<br />
  46. 46. 8b. Globe promos<br />Additional services<br />Promo is exclusive to Globe Prepaid subscribers.<br />francishugo.blogspot.com<br />
  47. 47. 8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
  48. 48. 8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
  49. 49. 8b. Globe promos<br />Additional services<br />francishugo.blogspot.com<br />
  50. 50. 8b. Smart website<br />Shows that the company has many things to offer<br />francishugo.blogspot.com<br />
  51. 51. 8b. Smart TV commercial<br />Shows that its PTM are mostly high end consumers<br />francishugo.blogspot.com<br />
  52. 52. 8b. Smart promotions from Ads<br />Sponsorships<br />francishugo.blogspot.com<br />
  53. 53. 8b. Smart promotions<br />Sponsorships<br />francishugo.blogspot.com<br />
  54. 54. 8b. Smart promotions<br />francishugo.blogspot.com<br />
  55. 55. 8b. Why Sun’s communication stands out<br /><ul><li>Consistent theme in every mode of communication used : UNLIMITED</li></ul>Company website<br />TV commercial<br />francishugo.blogspot.com<br />
  56. 56. 8b. Why Sun’s communication stands out<br /><ul><li>Appealing to the masses : affordable packages</li></ul>TV commercial<br />Company website<br />francishugo.blogspot.com<br />
  57. 57. 9. Place<br />Where are Sun products available?<br />The company makes its Prepaid Services available through its thousands of:<br />Xpressload retailers, <br />The Sun Shop outlets<br />Distributors and retail outlets nationwide<br />Postpaid Services are provided to individuals, families, small and medium enterprises, and local companies<br />francishugo.blogspot.com<br />
  58. 58. The Sun Shop at SM Megamall<br />francishugo.blogspot.com<br />
  59. 59. Globe Store at SM Megamall<br />francishugo.blogspot.com<br />
  60. 60. 10. Sun’s generic winning strategy<br />Which of the 4 strategies are being used? (bold and underline to most dominant strategy)<br />Low Cost Producer<br />Supply and Distribution Leverage<br />Differentiation<br />Niche<br />francishugo.blogspot.com<br />
  61. 61. 59<br />SUMMARY<br />francishugo.blogspot.com<br />
  62. 62. Steps 1 to 5Summary headline of Sun’s PTM and market<br />Sun’s PTM are teens (10-21) and the working class (22-59)<br />Who want to feel always connected to their family, friends and preferred sex. <br />Can choose Smart & Globe<br />Gap is focus on prepaid and postpaid services. Mobile broadband market (WAP, GPRS, MMS) and users using 3G and HSPA need to be developed and tapped as well<br />Market size is 86.4M subscribers, Sun’s niche is 15.2M (18%)<br />francishugo.blogspot.com<br />
  63. 63. Sun Postpaid, Prepaid, Broadband and International services<br />Affordable<br />Uses all forms of media, internet and print ads <br />Is distributed nationwide<br />Generic Strategy is Niche<br />Steps 6 to 10Summary of Sun’s marketing mix & strategy<br />francishugo.blogspot.com<br />
  64. 64. 62<br /> 10 STEP Marketing Plan for Sun Cellular<br />Francis Benson C. Hugo<br />May 2011<br />francishugo.blogspot.com<br />
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