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    10stepmarketingplan 10stepmarketingplan Presentation Transcript

    • 10 STEPMarketing Plan forSUN Cellular Broadband postpaid Li Huaijun February 2012 http://huaijunli.blogspot.com
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 3b. Create 2 Positioning Maps1st Map:Price vs. speed2nd Map: Functional Benefit vs. Brands/ Variants http://huaijunli.blogspot.com
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 5c2. Estimate the market sizeusing customer data Average customer spending php250/week 29.7M×250×52=38.6B http://huaijunli.blogspot.com
    • 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
    • 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 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
    • 7. Price SBW Plan 799 SBW Plan 649 SBW Plan 1399 SMART PLAN 799 SMART PLAN1500 GLOBE999 GLOBE1499 http://huaijunli.blogspot.com
    • 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
    • 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
    • Conclude on what pricingstrategy is being used Lowest price Differentiation (fast connection) http://huaijunli.blogspot.com
    • 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 Reebok regular priced footwear by applying for a Sun Broadband Plan 799 and Bundle 649. (Available in Metro Manila only) http://huaijunli.blogspot.com
    • 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 line presenceSponsored events http://huaijunli.blogspot.com
    • 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  Nationwide  Over the counter, Via internet ordered http://huaijunli.blogspot.com
    • 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
    • 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
    • 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 “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
    • 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
    • 10 STEPMarketing Plan forSUN Cellular Broadband postpaid Li Huaijun February 2012 http://huaijunli.blogspot.com