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Product Marketing Plan for Sun Cellular

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  • 1. 1 10 STEP Marketing Plan for SUN CELLULAR Network Services Mary Rose R. Mendoza October 2010
  • 2. 5 Steps for Part 1 (PTM and positioning) 1. Sun Cellular PTM are individuals and groups (teens, young professionals, families) 2. Who want more affordable and efficient means of communicating and keeping in touch with loved ones and stay connected 24/7 3. Can choose Smart, Globe, and other telecom networks 4. Gap is all other brands offer unlimited text messaging and calls and mobile net services but do not offer longer validity periods and no expiration of loads, thus serves more value for money to customers 5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market
  • 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Prepaid unlimited text messaging and calls and mobile net services 7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services 8. Uses TV, events, promos, print ads, billboards, web site 9. Has nationwide distribution and coverage 10. Uses niche and low-cost approaches to win
  • 4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 5. 1.SUN PTM are Teens and Young Professionals  Demographics (13-24, M/F, social class ABCD, single/married)  Lifestyle (studying, working professionals, engaging in businesses, multitasking personal and career matters, always on the go)  Behavior (active, expressive, values building personal relationships)
  • 6. I need to belong and be accepted I need to develop and realize my relationship potentials
  • 7. 2. SUN PTM’s NWE Teens and Yuppies need *To belong (social) in a larger group, and engage in activities that would help build their Self-Esteem, and enable them for Self actualization Teens and Yuppies choose Globe because of its *Product offerings, promos, price, credibility & awareness of the company, brand;
  • 8. 2. SUN PTM’s NWE Teens and Yuppies expect that when they use Globe they will be able to have *More frequent communication with friends, families and loved ones thru unlimited text messaging and calls and mobile internet; attend promptly to their business and professional responsibilities; more affordable and efficient means of staying connected and building personal and business relationships;
  • 9. 3a. SUN has many strong competitors  Direct: Smart, Globe, Talk & Text, TM, Red Mobile  Indirect: Internet Shops, Landline phones, Post mail  Variables: Product/Service Features, Price, Promos, Availability and Convenience of use, Age, Brand
  • 10. Globe is #2 medium-high priced product for 13-40yrs Price vs. Age Matr Price/Age 0-13 13-24 25-37 37-49 50-up High Medium Low SUN SMART T&T RED TM GLOBE
  • 11. Globe’s unique positioning is shown in this competitive map Many competitors unlimited texts and calls services but not in a cellphone/landline in 1 Positioning vs. Brand Matrix Positioning/Brand SMART GLOBE SUN T&T TM RED Low-Price Longer Load Expiration & Validity Unlimited Text Unlimited Calls Unlimited Calls and Texts Cellphone and Landline in 1 Postpaid Plan Broadband Services Financial Services Mobile Internet Services
  • 12. The Philippines’ Telecom Industry is Ruled Over by 3 Major Network Brands
  • 13. SUN’s DIRECT & INDIRECT COMPETITORS DIRECT COMPETITORS DIRECT COMPETITORS
  • 14. Market Size based on Competitor Data Telecom Number of Subscribers Smart Telecom 46.6 million Globe Telecom 23.25 million Sun Cellular 17.36 million
  • 15. Market Size based on Consumer Data TECHNOLOGY AND INFRASTRUCTURE STATISTICS Mobile phone subscribers (2008) 68,101,808.0 Fixed line and mobile phone subscribers (per 100 people) (2008) 79.7 Personal computers (per 100 people) (2006) 7.2 Internet users (per 100 people) (2007) 6.0
  • 16. Market Size based on Company Data
  • 17. SUN Product Description  Prepaid – account that requires its owner to purchase call credit before services can be used;  Postpaid – customers are billed for their use of a carrier's services on a monthly basis, based on either the terms of a contract or on the amount of services they have used;
  • 18. SUN Product Description  Mobile Internet – allows customers to access internet applications and browsers;  Downloads – includes downloadable games, music, movies, wallpapers, etc.
  • 19. Sun Prepaid Call and Text Promos
  • 20. Sun Postpaid Postpaid Promos
  • 21. Sun Mobile Internet Mobile Internet Promos
  • 22. Globe Prepaid SuliTxt15 Unlimited texts for one whole day Super Unli 25 Unlimited calls & texts to Globe/Tattoo/TM for one whole day Super Unli 150 7 days of unlimited texting AND calling to Globe/TM Call and Text Promos
  • 23. Globe Prepaid TxtOthers 20 40 text messages to other networks for 1 day P10/3 Make a lengthy 3 minute call Sakto Calls To-the-cent charging with Sakto Calls and Sakto Calls Sunday Call and Text Promos
  • 24. Globe Prepaid/Postpaid Duo Mobile and landline in one on both pre- paid or post-paid. Super Duo With widest unlimited mobile-to-landline call service plus unlimited calls to any Globe/TM mobile phone nationwide. Call and Text Promos
  • 25. Globe Postpaid My Super Plan A Flexible Plan that gives unlimited texting, calling and surfing to subscribers. My Fully Loaded Plan A Fully Loaded Plan with amazing freebies & handsets and a postpaid that is completely consumable. Postpaid Promos
  • 26. Globe Mobile Internet UnliChat+ Chat using Yahoo! Messenger Mobile Twitter Tweet away whenever, wherever! Surf All Day Get unlimited access to your favorite mobile site UnliMail Allows you to check your inbox and answer important mails Facebook Mobile FREE unlimited Facebook notifications on ANY phone Mobile Internet Promos
  • 27. Smart Promo Call and Text Promos
  • 28. Smart Promo REGISTER AND GET A CHANCE TO WIN A BRAND NEW HYUNDAI i10 CAR OR P500 LOAD WITH SMART BUDDY! LET'S PLAY Events Rewards Raffle
  • 29. Smart Postpaid Postpaid Promos
  • 30. Smart Mobile Internet Mobile Internet Promos
  • 31. Product Description Validity Price Call&Text Unlimited 450 Unlimited Sun-to-Sun Calls and Texts, preloaded with P50 regular load 30days PhP450.00 Call&Text Unlimited 150 Unlimited Sun-to-Sun Calls and Texts, preloaded with P25 Regular load 7days PhP150.00 Call&Text Unlimited 100 Unlimited Sun-to-Sun Calls and Texts 5days PhP100.00 Call&Text Unlimited 25 Unlimited Sun-to-Sun Calls and Texts 1 day PhP25.00 Price – SUN Call & Text Unlimited
  • 32. Price – SUN Text Unlimited Product Description Validity Price Text Unlimited 150 Unlimited Sun-to-Sun Text, preloaded with 4 free hours voice calls 30 days PhP150.00 Text Unlimited 50 Unlimited Sun-to-Sun Text, preloaded with 1 free hour voice calls 7 days PhP50.00 Text Unlimited Lite 20 Unlimited Sun-to-Sun Text only 2 days PhP20.00 Daylite 100 Preloaded with P30.00 Regular Unlimited Sun-to-Sun Calls from 12 midnight to 6 pm. P0.25/min Sun-to-Sun Calls from 6:01 pm to 11:59 pm and unlimited Sun-to-Sun Texts All Day, All Night. 7 days PhP30.00
  • 33. Price – SUN Postpaid
  • 34. SUN Call & Text Rates PREPAID i-Text Voice Rates (per minute) Sun to Sun P5.50 Sun to other mobiles P6.50 Sun to landline P6.50 NDD P10.00 IDD As low as $0.10*/min Text Messages Sun to Sun P0.50 Sun to other mobiles P1.00 International SMS P1.00*
  • 35. Distribution Network  SUN products are available nationwide through distribution channels such as Globe distributors & retailers in the form of stores/outlets (SUN Shops) located in malls, Sun Xpressload available in MLhuillier outlets nationwide;
  • 36. Winning Strategy  SUN products is the pioneer in the unlimited call & text services and has since offered those as products and not just promos;  It has started to create a niche in the market of telecom industry and though matched with similar services, has continued to strive through lower-cost and permanent offerings;
  • 37. 5 Steps for Part 1 (PTM and positioning) 1. Sun Cellular PTM are individuals and groups (teens, young professionals, families) 2. Who want more affordable and efficient means of communicating and keeping in touch with loved ones and stay connected 24/7 3. Can choose Smart, Globe, and other telecom networks 4. Gap is all other brands offer unlimited text messaging and calls and mobile net services but do not offer longer validity periods and no expiration of loads, thus serves more value for money to customers 5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market
  • 38. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Prepaid unlimited text messaging and calls and mobile net services 7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services 8. Uses TV, events, promos, print ads, billboards, web site 9. Has nationwide distribution and coverage 10. Uses niche and low-cost approaches to win
  • 39. 39 10 STEP Marketing Plan for SUN CELLULAR Network Services Mary Rose R. Mendoza October 2010

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