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10 step marketing plan for globe tattoo
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10 step marketing plan for globe tattoo

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  • 1. 10 STEP Marketing Plan for Globe Tattoo Mobile Broadband Irene Velasco April 2010
  • 2. Globe Tattoo targets the youth and has 715,000 subscribers
    • Globe Tattoo: Targets the youth
    • Who want to belong and be secured
    • Can choose Smart Broadband or SunCellular Broadband
    • Gap: Competitors’ prices are high but with the same speed
    • 715,000 subscribers in 2009
  • 3. Globe Tattoo is different and costs less
    • Globe Tattoo Mobile Broadband
    • Globe Tattoo Kit is more affordable
    • Uses TV, radio, events, internet
    • Is distributed nationwide
    • Uses a low cost and differentiation strategy to win
  • 4. 1.Globe Tattoo’s primary target market (PTM) are the “youth” at heart
    • Demographics (15-30, M/F, social class AB)
    • Lifestyle (study, just starting work, some are working)
    • Behavior (whenever they need and want to connect to the internet as long as computer or mobile phone is present )
  • 5. 2. Globe Tattoo’s PTM’s NWD Connect anytime and anywhere I am connected! I am unique!
  • 6. 2. Globe Tattoo’s PTM’s NWD
    • The youth need
    • To belong (social) , Self-Esteem, Security
    • Youth choose Globe Tattoo Mobile Broadband over other broadbands because of …
    • Proven Speed, Color, packaging, adding more functionalities , freebies, price, credibility& awareness of company, brand
    • Youth expect this when they use Globe Tattoo Broadband:
    • Fast access in the internet anytime and anywhere , Internet Stick is trendy, easy to reload
  • 7. 3a. Globe Tattoo is in a tough competition
    • Direct: Smart Bro Prepaid Kit , Sun Broadband Prepaid
    • Indirect: Internet Shop , Desktop at home or at workplace, Wifi Zone
    • Variables: Age, Price, speed, packaging, specific use, convenience of use, freebies, availability, Occasion of use, Functionalities
  • 8. 3b. Competitive Position Map to see the situation
    • 2 Examples of Position Map:
    • Price vs. Speed
    • Brand vs. Positioning
  • 9. Globe Broadband has the lowest broadband kit price in the market Price vs. Speed Matrix SunCell Smart Globe Price/ Speed Matrix 1Mbps 2Mbps 3Mbps P1,000+ P900-1,000 Below P900
  • 10. Globe Tattoo’s unique positioning is shown in this competitive map Positioning vs. Brand Matrix Globe Bro Smart Bro Sun Bro 2Mbps Speed (No. 1 Broadband, the fastest)       Freebies (unli calls and texts to mobile)   Additional Functionalities   Lowest internet rate (unlimited)   Lowest Broadband Kit Price   Can win trips, tickets, food   Anytime, Anywhere       Easy to Reload Trendy
  • 11. 4. Globe Tattoo knows its customers well
    • Globe Tattoo is the only prepaid broadband
    • that has trendy packaging
    • with low broadband kit price but still has 2Mbps speed
    • offers additional functionalities
    • gives freebies
    • No brand has a similar position.
  • 12. 5a. Smart Bro’s subscribers are 600,000. SOURCE: http://www.pldt.com.ph/investor/Documents/PLDT_FY2009_Press_Release-Final.pdf
  • 13. 5b. Based on Globe data, Globe Tattoo has 715,000 subscribers SOURCE: http://site.globe.com.ph/c/document_library/get_file?uuid=b9518551-c931-448e-a1e9-537f9cf5231f&groupId=19543
  • 14. 5. Globe Tattoo’s subscribers are greater with 715,000
    • Competitor data= Competitor has 600,000 subscribers resulting to P2.9 Billion revenue
    • Company data = 715,000 subscribers
    • resulting to P3.3 Billion revenues
  • 15. 6a. Broadband Prepaid category is dominated by 3 major brands
  • 16. 6a. Broadband Prepaid category is dominated by 3 major brands
  • 17. 6b. Globe Tattoo gives more
    • Globe Tattoo is portable and comes in different skin designs that will fit owner’s lifestyle.
    • The internet stick can be used as storage devise
    • Offers up to 2Mbps internet connection
    • If you want to browse via mobile, use your myGlobe link. If you want to browse via your Tattoo internet stick, you need to transfer your Globe Tattoo SIM from your cellphone and insert it in your Tattoo internet stick.
  • 18. 7. Price- Globe Tattoo is the most affordable
    • Broadband Kit Price:
    • Globe Tattoo- P895
    • Smart Bro- P995
    • Sun Broadband- P1,895
    • Globe Tattoo’s Broadband Kit Price is the lowest but still has the same quality with additional functions!
  • 19. 8a. Advertising is a key
  • 20. 8b. How Competitor Promote
  • 21. 9. Globe Tattoo is distributed nationwide through Globe Stores and retailers
      • Globe Stores, Kiosks, Malls, Globe Retailers, Agents
      • Nationwide
      • Pick-up by customers
      • Cash and credit transaction
  • 22. 10. Globe Tattoo’s strategy is to be different and is at lower cost
    • Globe Tattoo’s main strategy is to provide broadband prepaid to the youth in the lowest price with good quality, additional functionalities, and freebies.
  • 23. Summary
    • Globe Tattoo PTM are “youth”
    • Who want to belong and be secured
    • Can choose Smart Bro, etc.
    • Gap is the prices of other broadbands are high but provides the same service
    • There are 715,000 subscribers in 2009
  • 24. Summary
    • Globe Tattoo Broadband Prepaid
    • Globe Tattoo Kit is the most affordable
    • Uses TV, radio, events, internet
    • Is distributed nationwide
    • Uses a low cost and differentiation strategy to win
  • 25. 10 STEP Marketing Plan for Globe Tattoo Broadband Irene Velasco April 2010

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