Marketing case of sunday

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  • 1. SUNDAY Communication Case study Presentation Team Four
  • 2. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 3. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 4. Corporate Strategy: to capitalize on the convergence of wireless communications and Internet technologies to develop wireless applications and services targeted at consumers’ lifestyles Company Background 1994: Establishment, new and small 1996: One of Six mobile phone operators 2000: Listed on NASDAQ and Hong Kong Stock Exchange Distacom Hong Kong 46%Lai Sun Develop ment 11% USI Holdings 12% Others 31% SUNDAY is facing with difficulties of competition in the first phrase of its business establishment
  • 5. How the company can keep swimming in a “Red Ocean” which is full of giant sharks ?
  • 6. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 7. Competition 80% 20% SUNDAY, New world and Peoples Phone HKK Mobile phone market share Market facing fierce competition Competition focus  Price reduction  Technological innovation  Customer services Challenges  High investment in marketing to gain customers  Difficult to remain customer loyalty (easy to change)
  • 8. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 9. Marketing Strategy PRODUCT PROMOTION PLACE PRICE MARKETING MIX
  • 10. Marketing Strategy  Strategy: Product DIVERSIFICATION  IDD products  ISP: Sunday.com  WAP: SO WAP  Handhelds  Differentiate from competitors through: BRANDING and SERVICES  Additional services: Juke box, Office, Cupid  Co-operating with handset vendors  Provide user friendly devices  Internet browser, e-mailing Enhance customer values through user- friendly and innovative services
  • 11. Marketing Strategy  Communication Concept: LIFE STYLE  Brand name: SUNDAY  Concept of relaxation  Unique: No Chinese name  Challenging: irreverent, challenge the traditions  Communication Channels:  Television  Magazines/ News papers/ Postcards/ Flyers  MTR Stations/ Joint promotion projects  Target customer: ALL AGE  Focus on those who are youthful at heart Massive Advertising campaign and Sales promotions to improve Brand awareness
  • 12. Marketing Strategy  Initial strategy: Lowest rate  Promotion to encourage new subscribers  Compete with competitors  Entering the market  Normal Price: One price policy  Lower than competitors  Attract new customers  Cover students and teenagers (Price sensitive)
  • 13. Marketing Strategy  Distribution: RETAIL SHOPS  Centre of districts, more than 20 shops  High No. of subscribers/ potential customers  Unique design: Innovative, Orange & Blue  SUNDAY 1622: Broad distribution  Retail shops & counters  Direct sales teams  Dealers  Agents
  • 14. Marketing Issues Limited Distribution network  50-70% less than other competitors  Focus only specific districts Advertising issues  Mass different TV commercials at a same time => Confusing to customers  Focus more on branding than service quality  Low brand loyalty
  • 15. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 16. Product Portfolio Analysis SO WAP IDD Hand helds ISP Relative market share Marketgrowthrate High Low LowHigh
  • 17. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 18. SWOT Analysis
  • 19. SWOT Analysis
  • 20. Content  Company background  Competition  Marketing Strategy and Issues  Product portfolio Analysis  SWOT Analysis  Suggestion
  • 21. Suggestion  Alliance to win 3G license  Co-ordination with other providers to win and provide 3G service  SUNDAY itself could hardly get the license compare with big competitors  Improve brand loyalty  Improve Customer Care Service to take care existing customers  Enhance service quality to sustain customer satisfaction  Enhance distribution network  Expand sales points to other areas including rural regions  Establish sales booths in different areas in districts  Expand advertising channels  Utilize more channels to promote products (supermarkets, buildings, etc.)  Events sponsor to enhance brand equity
  • 22. THANK YOU Case study Presentation Team Four