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Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
Jan kenneth obar 10 step marketing plan
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Jan kenneth obar 10 step marketing plan

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Jan kenneth obar 10 step marketing plan

Jan kenneth obar 10 step marketing plan

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  • 1. The 10 Step Marketing Plan for Sun Cellular<br />Jan Kenneth M. Obar<br />June 2011<br />www.jankennethobar@blogspot.com<br />
  • 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 />www.jankennethobar@blogspot.com<br />
  • 3. PTM are students and young professionals<br />PTM demands for the cell phone services for the best value for money<br />Competitors are Globe & Smart <br />Application of new technology to services offered<br />177 Billion Peso Market<br />Steps 1 to 5Sun All you can! Plan<br />www.jankennethobar@blogspot.com<br />
  • 4. Sun Cellular communication services<br />Most service provided for Money <br />Promotions <br />Gen Trade & Key accounts <br />Low Cost Provider<br />Steps 6 to 10Sun All you can! Plan<br />www.jankennethobar@blogspot.com<br />
  • 5. 1. Sun Cellular’s PTM are Students and Young Professionals<br />Demographics (13-29 yrs old, M/F, BCD, Single/Married)<br />Lifestyle (studying, engaged in small businesses, working professionals, based away from home, always on the go, socially active)<br />Behavior (daily phone conversations with social circle and business colleagues, at anytime of the day)<br />www.jankennethobar@blogspot.com<br />
  • 6. 2. Sun’s PTM Needs<br />Influencing Buyer’s Bahavior<br />Need to be recognized<br />Need to belong and accepted<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler<br />6<br />www.jankennethobar@blogspot.com<br />
  • 7. 2. PTM’s needs, wants & demands <br />Needs: to belong to a social group, immerse themselves in activities that would aid in building their Self-esteem. <br />Wants: They are looking for the best value for money, reliable product, to have a brand worth being associated with.<br />Demands: The best value for money that enable them to stay in touch with their social and professional groups. (most usage per peso paid) Reliable product that can serve its purpose every time they require it. <br />www.jankennethobar@blogspot.com<br />
  • 8. 3a. Sun’s Competitors<br />Direct: Globe (touch mobile), Smart (buddy, talk & Text, Red Mobile)<br />Indirect: Landline phones, Internet, snail mail, BBM.<br />Variables: Price, Brand, reliability, features, Promotions, availability, convenience of use, social status, age.<br />www.jankennethobar@blogspot.com<br />
  • 9. 3b. Globe leads the high end post paid market while Smart dominates pre-paid <br /> as of 2011<br />Social Status vs. Age Matrix<br />Globe Platinum<br />Super <br />Plan<br /> Smart <br />Infinity<br />SUN <br />ELITE<br />Smart <br />Gold<br />Globe <br />Pre-paid<br />Talk & Text<br />Red Mobile<br />Smart <br />Buddy<br />Sun Regular<br />Sun Pre Paid<br />Touch<br /> Mobile<br />www.jankennethobar@blogspot.com<br />
  • 10. 4b. Smart diversified product line <br />Benefit Positioning vs. Brand Matrix<br />Harder to stand out amidst the competitive clutter. <br />www.jankennethobar@blogspot.com<br />
  • 11. 4. State of the industry:Cell phone penetration at 96% <br />The Philippines, with a population of only 89 million, has now a<br /> total of 84.5 million mobile phone subscribers.<br /> *almost every Filipino, young and old, has a cell phone <br /> *or many Filipinos has one or up to three cell phones each.<br />In the words of industry research firm Frost & Sullivan, the country’s mobile phone penetration rate is now 96 percent.<br />And the figure is expected to reach 125 percent by 2015! No wonder, RP is the text capital of the world!<br />Article “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)<br />www.jankennethobar@blogspot.com<br />
  • 12. 4. Philippine Mobile Telecom Industry ruled by 3 players <br />www.jankennethobar@blogspot.com<br />
  • 13. 4. Market Opportunity of 82% <br />Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)<br />www.jankennethobar@blogspot.com<br />
  • 14. 4. NWD not addressed: Sun: Signal strength, Brand Value, Financial Services Industry: GPS<br />Opportunities<br />www.jankennethobar@blogspot.com<br />
  • 15. 5a. Market Share by revenue<br />Sources: www.site.globe.com.ph / www.pldt.com.ph / www.digitel.com.ph<br />www.jankennethobar@blogspot.com<br />
  • 16. 5b. market size using customer data<br />Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)<br />www.jankennethobar@blogspot.com<br />
  • 17. 5. Philippine Telecom Market Size<br />Based on actual data, totaling the revenue of Smart, Globe and Sun the total industry size is 177.2 Billion pesos. <br />www.jankennethobar@blogspot.com<br />
  • 18. 6a. Product Category<br />www.jankennethobar@blogspot.com<br />
  • 19. 6a. How Sun Cell looks vs. Competitors<br />Direct Competitors<br />Indirect Competitors<br />www.jankennethobar@blogspot.com<br />
  • 20. 6b. SUN Product line<br />www.jankennethobar@blogspot.com<br />
  • 21. 6b. Competitors Product line<br />www.jankennethobar@blogspot.com<br />
  • 22. 7. Prices of Sun Unlimited services<br />www.jankennethobar@blogspot.com<br />
  • 23. 7. Prices Sun Post Paid Plans<br />www.jankennethobar@blogspot.com<br />
  • 24. 8a. Mode of Communication Most used<br />Advertising<br />Sales Promotion<br />Interactive Marketing<br />Events & Experiences<br />www.jankennethobar@blogspot.com<br />
  • 25. 8a. SUN Promos<br />www.jankennethobar@blogspot.com<br />
  • 26. 8b. Globe and Smart Pomos<br />www.jankennethobar@blogspot.com<br />
  • 27. Gen Trade<br />Key Accounts<br />9. Gen Trade & Key Account Channels<br />www.jankennethobar@blogspot.com<br />
  • 28. 10. Expand services offered while maintaining the most value for money preposition<br />Winning strategy: Low Cost Producer<br />Past Wins:Sun has pioneered the unlimited call and txt services in the country. As a result, changed the entire industry. This is evidenced by Globe and Smart’s reaction to Sun Cellular’s existence (lowered call and text rates and eventually offered the same unlimited services).<br />Overcoming the future:Sun has to be updated with the latest service offerings of the competitor and have foresight on the current trends in technology that can be added to their existing services.<br />www.jankennethobar@blogspot.com<br />
  • 29. 29<br />SUMMARY<br />www.jankennethobar@blogspot.com<br />
  • 30. PTM are students and young professionals<br />PTM demands for the cell phone services for the best value for money<br />Competitors are Globe & Smart <br />Application of new technology to services offered<br />177 Billion Peso Market<br />Steps 1 to 5Sun All you can! Plan<br />www.jankennethobar@blogspot.com<br />
  • 31. Sun Cellular communication services<br />Most service provided for Money <br />Promotions <br />Gen Trade & Key accounts <br />Low Cost Provider<br />Steps 6 to 10Sun All you can! Plan<br />www.jankennethobar@blogspot.com<br />

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