10 STEPMarketing Plan forSUN Cellular Broadband postpaid              Li Huaijun            February 2012      http://huai...
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5The people who want the fastand easy internet connect1.   PTM are the students and the people who     always “...
Steps 6 to 10Low price ≠ Low service 6.    Sun Broadband prepard. 7.    Low price and discount always. 8.    Newspaper, TV...
1. PTM are students and thepeople who always “on thego”.   Demographics (15-38 years    old*, M/F, A B and Upper C, S/M)...
2. My PTM’s NWD     Needs from Maslow’s hierarchy     Wants determine choice     Demands for them to buy the productNote: ...
This is my behavior (why buy)                                   Self-Actualization                                        ...
2. PTM’s needs, wants &demandsNeeds: they need keep their work (work security),need  to be loved (social need),and self ac...
3a. So many competitors inthe marketing.   Direct:Smart Bro Plug-in, Globe    Tattoo,Wi-tribe Bitsy, Motorola.   Indirec...
3b. Create 2 Positioning Maps1st Map:Price vs. speed2nd Map: Functional Benefit vs. Brands/ Variants          http://huaij...
Example of a 2x2 competitive  position map for Sun  Brandband Price vs. Speed Matrix as of 2011Price/   512kpbs    2mpbs  ...
Example of a benefit positioning as of 2011vs. brand map for Sun Broadband                                    Benefit Posi...
4. the gap is lowest cost anddifferentiationLowest cost to the customerOnly its plan1399 has offered unlimited mobile inte...
5a. Estimate the market sizeusing competitor data  Research and Markets: Philippines - Broadband Market and Forecasts - 20...
5b. Estimate the market size   using company data       PLDT says Sun Cellular will remain a separate entity and        r...
5c1. Estimate the market sizeusing customer dataInternet Usage Statistics:       29,700,000 Internet users as of June/09, ...
5c2. Estimate the market sizeusing customer data   Average customer spending    php250/week   29.7M×250×52=38.6B        ...
5. Decide on market size is40.2B1.   Competitor data=37B2.   Company data = 45B3.   Customer Usage data =38.6B4.   (37B+45...
6a. Photo of product categoryof sun and competitors      http://huaijunli.blogspot.com
6a. Sun postpaid vs.competition      http://huaijunli.blogspot.com
6b. Product DescriptionCurrent Sun mobile postpaid subscribers can get an even lower rate of P649 a month if they add a Su...
7. Price   SBW Plan 799 SBW Plan 649 SBW    Plan 1399   SMART PLAN 799 SMART PLAN1500   GLOBE999 GLOBE1499         http...
Creatively compare vs.  competitors across different pack  sizes and variants     Brand      plan         plan            ...
Quantify the price differencein % terms vs. competitors Brand      plan          plan           planSun         100%      ...
Conclude on what pricingstrategy is being used   Lowest price   Differentiation (fast connection)          http://huaiju...
8a. Which of these modes    does your product use?12                   3         http://huaijunli.blogspot.com
8a. SUN broadbandpostpaid Promotions   25% off on all Reebok regular priced    footwear!   Enjoy a 25% discount on all R...
8a. Get 25% off     http://huaijunli.blogspot.com
Lowest unlimited internet     http://huaijunli.blogspot.com
8a. Sun broadband 3mbpshttp://www.youtube.com/watch?v=30ex4BZsb8s         http://huaijunli.blogspot.com
8b. Globe Tattoo on linepresenceGlobe tattoo 1499 start to offer 160hours  free text and callsGlobe tattoo put more on lin...
8b. Globe tattoo promo     http://huaijunli.blogspot.com
8b. Globe tattoo on linepresence   http://www.youtube.com/watch?v=aNP    du41XkUs         http://huaijunli.blogspot.com
Globe tattoo sponsored event      http://huaijunli.blogspot.com
9. Place   Where is your product available?       Sun shops, Retail shops, Convenience        stores, Laptop shops     ...
10. What is the genericwinning strategy?Which of the 4 strategies are being used?     Low Cost Producer     Supply and D...
10.Sun postpaid has the lowcost and differentiationstrategy   SUN postpaid gain the market start the    low cost producer...
SUMMARYhttp://huaijunli.blogspot.com   37
Steps 1 to 5The people who want the fastand easy internet connect1.   PTM are the students and the people who     always “...
Steps 6 to 10 Low price ≠ Low service 6.    Sun Broadband prepard. 7.    Low price and discount always. 8.    Newspaper, T...
10 STEPMarketing Plan forSUN Cellular Broadband postpaid              Li Huaijun            February 2012       http://hua...
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10stepmarketingplan

  1. 1. 10 STEPMarketing Plan forSUN Cellular Broadband postpaid Li Huaijun February 2012 http://huaijunli.blogspot.com
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://huaijunli.blogspot.com
  3. 3. Steps 1 to 5The people who want the fastand easy internet connect1. PTM are the students and the people who always “on the go”.2. They need the internet with fast speed anytime and anywhere.3. Smart broadband or Globe broadband4. Gap is the only one with the lowest price but still can have the high speed.5. More than one million subscribers in 2011 http://huaijunli.blogspot.com
  4. 4. Steps 6 to 10Low price ≠ Low service 6. Sun Broadband prepard. 7. Low price and discount always. 8. Newspaper, TV, Print Ads, radio, website, event 9. Nationwide distribution 10. Low cost and differentiation http://huaijunli.blogspot.com
  5. 5. 1. PTM are students and thepeople who always “on thego”. Demographics (15-38 years old*, M/F, A B and Upper C, S/M) Lifestyle (Study working and connect with other people) Behavior (anytime and anywhere, daily use,) http://huaijunli.blogspot.com
  6. 6. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of these answers,underline and use bold font for the best answers. See examples that follow http://huaijunli.blogspot.com
  7. 7. This is my behavior (why buy) Self-Actualization Needs I cant live without it (Self-Development & Realization) Esteem Needs (Recognition, Status)need to be loved Social Needs (sense of belonging, love)Keep my work Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://huaijunli.blogspot.com
  8. 8. 2. PTM’s needs, wants &demandsNeeds: they need keep their work (work security),need to be loved (social need),and self actualization.Wants: price, packaging, brand, speedDemands: they demand the value for the cost. Anytime and anywhere to be connected. http://huaijunli.blogspot.com
  9. 9. 3a. So many competitors inthe marketing. Direct:Smart Bro Plug-in, Globe Tattoo,Wi-tribe Bitsy, Motorola. Indirect:WiFi Zone,Mobile internet,Internet coffee. Variables: price, speed,signal, brand,function,packaging. http://huaijunli.blogspot.com
  10. 10. 3b. Create 2 Positioning Maps1st Map:Price vs. speed2nd Map: Functional Benefit vs. Brands/ Variants http://huaijunli.blogspot.com
  11. 11. Example of a 2x2 competitive position map for Sun Brandband Price vs. Speed Matrix as of 2011Price/ 512kpbs 2mpbs 3mpbs Upper 3mpbsSpeedMatrix Sun649/749800- globe smart800+ smartglobe1000+ sun1399 http://huaijunli.blogspot.com
  12. 12. Example of a benefit positioning as of 2011vs. brand map for Sun Broadband Benefit Positioning vs. Brand Matrix sun smart globe Easy 350 Sbw Plan Plan tattoo tattoo totoo 499 999 1500 799 lite 1399 799 1500Speed up to 3mpbs okSaving money ok OKUnilimited usage ok ok OK OK OK OKNationwide coverage OK OKLock in less than oneyear ok ok http://huaijunli.blogspot.com
  13. 13. 4. the gap is lowest cost anddifferentiationLowest cost to the customerOnly its plan1399 has offered unlimited mobile internet at 3mpbs t speedGlobe and Smart obviously have an edge over Sun in terms of nationwide 3G and 3.5G coverage. But Sun is reportedly rolling out coverage outside of Metro Manila with subscribers independently claiming that they could get 3G and 3.5G signals already in parts of Bulacan and Cavite. http://huaijunli.blogspot.com
  14. 14. 5a. Estimate the market sizeusing competitor data Research and Markets: Philippines - Broadband Market and Forecasts - 2011 * Reuters is not responsible for the content in this press release. The broadband market in the Philippines has started to grow strongly Wireless broadband services are increasingly popular but fixed broadband services are remaining important, especially DSL The demand for broadband has increased on the back of lower tariffs and availability of more flexible offerings. It was estimated that by 2011 broadband made up 70% of internet subscriptions. Major operator Smart was claiming 50% of the wireless broadband market by end-2011. PLDT Smart Communications Globe Telecom Liberty Telecom EasyCall Major operator Smart was Altimax claiming 50% of the wireless broadband market by end-2011.http://www.reuters.com/article/2011 /11/02/idUS28664+02-Nov- 2011+BW20111102 http://huaijunli.blogspot.com
  15. 15. 5b. Estimate the market size using company data  PLDT says Sun Cellular will remain a separate entity and retain the brand. Smart already surpassed 45 million subscribers in 2010 while Sun Cellular, which has over 16 million subs, was already inching closer to Globe Telecom 26.5 million (26.5 million).  March 29, 2011 PLDT buys majority stake of Sun Cellular  1 0share 0share New  The biggest IT story of the day is PLDT’s acquisition of Digitel which operates Sun Celluar, the 3rd largest telco player in the Philippines.  PLDT, which owns Smart Comm., becomes a much bigger operator and strengthening it’s number 1 spot in the country.  The Philippine Long Distance Telephone company announced today its acquisition of Digital Telecommunications Philippines, Inc. (Digitel) from JG Summit amounting to Php74.1 billion or 51.55% shares in exchange of new PLDT assets worth 2,500 per share.  Digitel, which owns Sun Cellular, announced that under the new leadership the paired networks will continue to the expansion of broadband rollout and other next generation technologies in both fixed and wired services. {source: PhilStar}  PLDT says Sun Cellular will remain a separate entity and retain the brand. Smart already surpassed 45 million subscribers in 2010 while Sun Cellular, which has over 16 million subs, was already inching closer to Globe Telecom (26.5 million).  Smart’s rapid growth and expansion requires more wider frequency and that might have prompted the Sun Cellular buy-out. At the same time, Sun Cellular has become a large player in terms of post-paid subscribers (even the first one to reach 1 million). Meanwhile, Smart has only around 500k postpaid subscribers while Globe has around 900k.  From having 3 large celco players, we now have just 2 — Smart at far #1 and Globe at a minority #2.  1 0share 0share Newhttp://www.yugatech.com/telecoms/pldt-buys-majority-stake-of-sun-cellular/ http://huaijunli.blogspot.com
  16. 16. 5c1. Estimate the market sizeusing customer dataInternet Usage Statistics: 29,700,000 Internet users as of June/09, 29.7% of the population, according to Yahoo. Latest Population Estimate: 99,900,177 population for 2010, according to the US Census Bureau. Gross Domestic Product: GNI per capita is US$ 1,930 according to I.M.F. Internet Growth in Philippines: YEARUsersPopulation% Pop.Usage Source20002,000,00078,181,9002.6 %ITU20057,820,00084,174,0929.3 %C.I.Almanac200814,000,00096,061,68314.6 %Yahoo!200924,000,00097,976,60324.5 %Nielsen201029,700,00099,900,17729.7 %ITUhttp://www.internetworldstats.com/asia/ph.htm http://huaijunli.blogspot.com
  17. 17. 5c2. Estimate the market sizeusing customer data Average customer spending php250/week 29.7M×250×52=38.6B http://huaijunli.blogspot.com
  18. 18. 5. Decide on market size is40.2B1. Competitor data=37B2. Company data = 45B3. Customer Usage data =38.6B4. (37B+45B+38.6B) /3=40.2B http://huaijunli.blogspot.com
  19. 19. 6a. Photo of product categoryof sun and competitors http://huaijunli.blogspot.com
  20. 20. 6a. Sun postpaid vs.competition http://huaijunli.blogspot.com
  21. 21. 6b. Product DescriptionCurrent Sun mobile postpaid subscribers can get an even lower rate of P649 a month if they add a Sun Broadband Wireless subscription to their account.Metro Manila users who want a unlimited postpaid mobile broadband at faster speeds should avail of Sun’s Plan 1399 which promises speeds of up to 3 mbps. http://huaijunli.blogspot.com
  22. 22. 7. Price SBW Plan 799 SBW Plan 649 SBW Plan 1399 SMART PLAN 799 SMART PLAN1500 GLOBE999 GLOBE1499 http://huaijunli.blogspot.com
  23. 23. Creatively compare vs. competitors across different pack sizes and variants Brand plan plan plan Sun 649 799 1399 Smart 799 799 1500 Globe 999 999 1499SBW Plan 1399: The only P1399 monthly fee forunlimited access up to 3mbps speeds with free modem.Standard credit checks. 24-month contract. http://huaijunli.blogspot.com
  24. 24. Quantify the price differencein % terms vs. competitors Brand plan plan planSun 100% 100% 100%Smart 123% 100% 107.2%Globe 154% 133% 107.1% http://huaijunli.blogspot.com
  25. 25. Conclude on what pricingstrategy is being used Lowest price Differentiation (fast connection) http://huaijunli.blogspot.com
  26. 26. 8a. Which of these modes does your product use?12 3 http://huaijunli.blogspot.com
  27. 27. 8a. SUN broadbandpostpaid Promotions 25% off on all Reebok regular priced footwear! Enjoy a 25% discount on all Reebok regular priced footwear by applying for a Sun Broadband Plan 799 and Bundle 649. (Available in Metro Manila only) http://huaijunli.blogspot.com
  28. 28. 8a. Get 25% off http://huaijunli.blogspot.com
  29. 29. Lowest unlimited internet http://huaijunli.blogspot.com
  30. 30. 8a. Sun broadband 3mbpshttp://www.youtube.com/watch?v=30ex4BZsb8s http://huaijunli.blogspot.com
  31. 31. 8b. Globe Tattoo on linepresenceGlobe tattoo 1499 start to offer 160hours free text and callsGlobe tattoo put more on line presenceSponsored events http://huaijunli.blogspot.com
  32. 32. 8b. Globe tattoo promo http://huaijunli.blogspot.com
  33. 33. 8b. Globe tattoo on linepresence http://www.youtube.com/watch?v=aNP du41XkUs http://huaijunli.blogspot.com
  34. 34. Globe tattoo sponsored event http://huaijunli.blogspot.com
  35. 35. 9. Place Where is your product available?  Sun shops, Retail shops, Convenience stores, Laptop shops  Nationwide  Over the counter, Via internet ordered http://huaijunli.blogspot.com
  36. 36. 10. What is the genericwinning strategy?Which of the 4 strategies are being used?  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche http://huaijunli.blogspot.com
  37. 37. 10.Sun postpaid has the lowcost and differentiationstrategy SUN postpaid gain the market start the low cost producer strategy. let the wireless internet become affordable. Sun postpaid has differentiation strategy such as its fast and reliable plan 1399 http://huaijunli.blogspot.com
  38. 38. SUMMARYhttp://huaijunli.blogspot.com 37
  39. 39. Steps 1 to 5The people who want the fastand easy internet connect1. PTM are the students and the people who always “on the way”.2. They need the internet with fast speed anytime and anywhere.3. Smart broadband or Globe broadband4. Gap is the only one with the lowest price but still can have the high speed.5. More than one million subscribers in 2011 http://huaijunli.blogspot.com
  40. 40. Steps 6 to 10 Low price ≠ Low service 6. Sun Broadband prepard. 7. Low price and discount always. 8. Newspaper, TV, Print Ads, radio, website, event 9. Nationwide distribution 10. Low cost and differentiation http://huaijunli.blogspot.com
  41. 41. 10 STEPMarketing Plan forSUN Cellular Broadband postpaid Li Huaijun February 2012 http://huaijunli.blogspot.com
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