MarketingPlan-Rgwenceslao-SUNCellular

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MarketingPlan-Rgwenceslao-SUNCellular

  1. 1. 10 STEPMarketing Plan forDigitel Mobile Philippines, Inc.(DMPI) – SUN Cellular Ronald Patrick G. Wenceslao May 2011 rgwenceslao.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. rgwenceslao.blogspot.com
  3. 3. Steps 1 to 5Sun Cellular - PTM and Market 1. SUN Cellular‟s PTM, are individuals ranging from 13-40 years old 2. Maximize mobile services usage (24/7) within a budget. 3. Smart and Globe are alternatives 4. Other telecommunications company offering cheap rates for calls, texts and data but not cheap enough to compete to a Sun-Sun transaction rate. 5. 80 M ++ is the total market as of end of 2010 (http://www.itu.int/ITU- D/ict/newslog/Mobile+Penetration+Rate+Reaches+The+Mark+Of+75+At+200 8end+Philippines.aspx ) rgwenceslao.blogspot.com
  4. 4. Steps 6 to 10Sun Cellular - Marketing Mixand Strategy 6. Text, calls and data services 7. More affordable compared to competitor offers 8. ATL, BTL and digital 9. Nationwide coverage but priority in Metro Manila 10. Low cost and market niche focus rgwenceslao.blogspot.com
  5. 5. PTM in DetailsDescription Age SEC 13-40• Techy savvy keen to embrace and explore new A, B, C technologies and services as soon as available• Social climbers, „always on‟ professionals or the 15-40 A, B, C professionals of tomorrow who must have the right brand 30+• Urban family leaders with regular simple A, B, C communication needs to fulfil their various roles in society 13-25• Students pursuing socio economic advancement. C,D Tech aware with growing communication needs, limited by budget 18+• Employees, mainly urban, have basic C,D communication needs and apply a budget to usage rgwenceslao.blogspot.com
  6. 6. Maslow‟s Theory– Becoming– Subsistence, Belonging Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler rgwenceslao.blogspot.com
  7. 7. Sun Cellular Users‟ needs,wants & demandsNeeds: being connected when needed; fast and reliable communication mediumWants: unlimited services on a flat rate charging modelDemands: stay connected longer, cheaper rates; more comfortable loading process rgwenceslao.blogspot.com
  8. 8. Sun Cellular Competitors andVariablesDirect competitors (excluding sub-brands like Red, Tnt and TM to make it simplier):- Globe- SmartIndirect competitors:- Skype (VoIP), SNS (Facebook, Twitter), Messaging applications (BBM, Yahoo!, etc.), Internet shops, SkyBroadband, WiTribe, BanyanTelVariables- Products and services set, price, coverage, promos, convenience,branding, availability, loading stations rgwenceslao.blogspot.com
  9. 9. Sun Cellular Competitive Position Map- Price vs Coverage as of 2011 Coverage Sun - Less than 7000 Concentrated Expanded Nationwide cell sites (http://www.suncellular.com. ph/about_us.php) Low Globe Telecom - 3,000 3G Sun and 900 WiMax sites in addition to 60,000 regular Globe Smart cellular sites (http://www.abs-Price Medium cbnnews.com/business/01/26/10/ globe-telecom-put-2000- additional-sites-3g-wimax) High rgwenceslao.blogspot.com
  10. 10. as of 2011Local Teleco Companies‟Benefit Positioning vs. Brand Map Benefit Positioning vs. Brand Matrix Sun Globe Smart Low pricing Permanent Unli texts Permanents Unli calls Good coverage Mobile Internet Promos Customer Support Unlimited data plans Broadband services High-Speed Internet Loading stations rgwenceslao.blogspot.com
  11. 11. 4. Identify the gap betweencustomers and competitionMarketing opportunity is to attract more and more users and widen its niche.Sun doesn‟t cater those in the provinces where there is no Sun signal yet.If Sun can beef up its network infrastructure to give better service, wider coverage and more value to its subscriber base then it will, in the long-run, gain more user activations. rgwenceslao.blogspot.com
  12. 12. Total Market Segmentation(Subscriber Base) Number of Company Subscribers Sun 18 million Globe 25 million Smart 45 million rgwenceslao.blogspot.com
  13. 13. Sun Cellular‟s Company Data % contribution to Digitel Group revenues # of cell sitesWireline services 21% 7000 +Data and internet 5%Wireless services 74% # of Est. market Subscribers sharePostpaid 1.5 Million 46%Prepaid 16.3 Million 18% rgwenceslao.blogspot.com
  14. 14. Philippines Market Trends rgwenceslao.blogspot.com
  15. 15. SUN Cellular Load Promos rgwenceslao.blogspot.com
  16. 16. SUN Cellular Text Promos rgwenceslao.blogspot.com
  17. 17. SUN Cellular Handset Promos rgwenceslao.blogspot.com
  18. 18. SUN Cellular Data andBroadband Promos rgwenceslao.blogspot.com
  19. 19. SUN Cellular Call + Data Promos rgwenceslao.blogspot.com
  20. 20. Globe My Super Plan rgwenceslao.blogspot.com
  21. 21. Globe My Super Circle Plan rgwenceslao.blogspot.com
  22. 22. Globe My Super Surf Plan rgwenceslao.blogspot.com
  23. 23. Globe Data Offers rgwenceslao.blogspot.com
  24. 24. Globe Call Offers rgwenceslao.blogspot.com
  25. 25. Globe Texts Offers rgwenceslao.blogspot.com
  26. 26. Smart Gold‟s Quattro Plan rgwenceslao.blogspot.com
  27. 27. Smart‟s Mobile Internet Offers rgwenceslao.blogspot.com
  28. 28. Smart Buddy All Text Combo rgwenceslao.blogspot.com
  29. 29. Smart Buddy Mobile Internet rgwenceslao.blogspot.com
  30. 30. Smart Buddy Other Offers rgwenceslao.blogspot.com
  31. 31. Smart Talk „N Text Offers rgwenceslao.blogspot.com
  32. 32. TelecommunicationServicesPrepaid – subscribers pays for load to be able to avail telecommunication servicesPostpaid – subscriber uses these services and then pays afterData (mobile browsing) – the use of a mobile device‟s internet browser (includes content downloads)Broadband – a wireless internet connection having a wide band of electromagnetic frequencies rgwenceslao.blogspot.com
  33. 33. Price: First Glance - “Unlimited” Own Network Other Networks Calls Calls Access Price Texts Texts Mobile Internet Keyword (mins) (mins) Code 24/7 Call & Text 30 minutes (1 day Php 25 Unli Unli 0 10 CTU 25 247 Unlimited valid) SUPERUNLI Call & Php 25 Unli Unli 0 0 0 SUPER25 8888 TextSMARTTALK Unli Call Php 25 Unli Unli 0 0 0 UNLI25 6406 & Text • Sun has 30 minutes free mobile internet • Sun has the shortest keyword (easy recall) • Sun has a 3 digit access code but Globe has better with 8888. rgwenceslao.blogspot.com
  34. 34. Price: Personal Analysis • Very active competition • Adaption to rates (going down hill) • Wars used to be based on the number of texts and minutes of calls • Evolution to “unlimited” • Currently, mobile internet is the key to winning the battle rgwenceslao.blogspot.com
  35. 35. Modes Sun Cellular Uses rgwenceslao.blogspot.com
  36. 36. Sun Cellular PromotionsSun Cellular promotes heavily in above the line advertising mostly in TV and radio. It is also active in digital advertising with the help of Social Media presence like Youtube and Facebook. rgwenceslao.blogspot.com
  37. 37. SUN Cellular Corporate Site rgwenceslao.blogspot.com
  38. 38. SUN Cellular Shop andFacebook Page rgwenceslao.blogspot.com
  39. 39. SUN Cellular Call and Text Unlimited TV CommercialCatches theFilipino humorby using localjokes.Highlights onaffordability byusing Php 5coins. rgwenceslao.blogspot.com
  40. 40. Globe Corporate Site rgwenceslao.blogspot.com
  41. 41. Globe Store & Facebook Page rgwenceslao.blogspot.com
  42. 42. Globe Tatoo TV CommercialTVC is heavy ongraphics. Itfocuses on thedesign and speedof its product.Very effectivepersuasion. rgwenceslao.blogspot.com
  43. 43. Smart Corporate Site rgwenceslao.blogspot.com
  44. 44. Smart Wireless Center andFacebook Page rgwenceslao.blogspot.com
  45. 45. Smart LTE (4G) CommercialLive demonstrationin BoracayPhilippines.Shows evidence ofspeed.Also an effectivepersuasion. rgwenceslao.blogspot.com
  46. 46. Smart 2011 TV Commercial rgwenceslao.blogspot.com
  47. 47. Product Availability Basically everywhere you go in the Metro Nationwide but heavily concentrated still in central business districts like Metro Manila, Davao and Cebu Load cards, online transactions, load transfers rgwenceslao.blogspot.com
  48. 48. Winning StrategySun Cellular is dominant in  Differentiation  Niche  Niche was originally the “secondary phone” and evolved as the pioneer of unlimited mobile operator provider. It initiated cheap and affordable rates to the market. It also innovated postpaid plans for families and enterprises. These made Sun Cellular stand-out and make a buzz. rgwenceslao.blogspot.com
  49. 49. Steps 1 to 5 - PTM and market1. SUN Cellular‟s PTM, are individuals ranging from 13-40 years old2. Maximize mobile services usage (24/7) within a budget.3. Smart and Globe are alternatives4. Other telecommunications company offering cheap rates for calls, texts and data but not cheap enough to compete to a Sun-Sun transaction rate.5. 80 M ++ is the total market as of end of 2010 (http://www.itu.int/ITU- D/ict/newslog/Mobile+Penetration+Rate+Reaches+The+Mark+Of+75+At+200 8end+Philippines.aspx ) rgwenceslao.blogspot.com
  50. 50. Steps 6 to 10Summary headline of themarketing mix & strategy 6. Text, calls and data services 7. More affordable compared to competitor offers 8. ATL, BTL and digital 9. Nationwide coverage but priority in Metro Manila 10. Low cost and market niche focus rgwenceslao.blogspot.com
  51. 51. 10 STEPMarketing Plan forDigitel Mobile Philippines, Inc.(DMPI) – SUN Cellular Ronald Patrick G. Wenceslao May 2011 rgwenceslao.blogspot.com

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