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Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
Top 10 step marketing plan
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Top 10 step marketing plan

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  • 1. The 10 Step Marketing Plan ForSun Cellular 2011 Edition Sue Ann P. Silubrico June 2011 http://suesilubrico.blogspot.com/
  • 2. Steps 1 to 5 Summary headline of your PTM and market1. Sun Cellular target market are teenagers, family members, students and professionals.2. Who want more affordable and efficient means of communicating and brings the latest mobile broadband technology at the lowest price possible. Can offers flexibility of having broadband service 24/7, and can creating a new level of personal high-speed Internet experience at very affordable rates.3. They 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 customers5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market http://suesilubrico.blogspot.com/
  • 3. Steps 6 to 10 Summary headline of the marketing mix & strategy6. Prepaid and Post Paid unlimited text messaging and calls and mobile net services7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services8. Uses TV, events, promos, print ads, billboards, web site9. It has Nation wide coverage10. Uses niche and low-cost approaches to win http://suesilubrico.blogspot.com/
  • 4. 1.SUN PTM are Teens, Young and Young at heart Professionals Demographics (13-60, M/F, social class ABCD, single/married). Lifestyle (studying, working professionals,entrepreneurs, multitaskers and career oriented, always on the go) Behavior (active, expressive, values buildingpersonal relationships) http://suesilubrico.blogspot.com/
  • 5. Describe your PTM needsAcceptance of the facts, creativity and Self-Actualization Needs spontaneity (Self-Development & Realization) Esteem Needs (Recognition, Status) The need of belongingness and acceptance Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 5 http://suesilubrico.blogspot.com/
  • 6. 2. Sun cellular PTM’s needs, wants & demandsNeeds: To belong, They will do anything possible to feelwelcome and accepted. That would help build theirSelf-Esteem, and enable them for Self Actualizationto attain their full potential as an individual.Wants: Product offerings, promos, affordableprice and competitive edge among its competitors. http://suesilubrico.blogspot.com/
  • 7. 2. Sun cellular PTM’s needs, wants & demandsDemand : Frequent communication with friends, families andBusiness associated thru unlimited text messaging and calls and mobile Internet with affordable and efficient means of staying connected and building personal and business relationships; http://suesilubrico.blogspot.com/
  • 8. 3a. SUN has many strongcompetitors Direct: Smart Direct: Globe http://suesilubrico.blogspot.com/
  • 9. 3a. SUN has many strongcompetitors Indirect: Internet shops Landlines Post MailVariables: Product/ServiceFeatures, Price, Promos,Availability and user’s friendly,Age, Brand http://suesilubrico.blogspot.com/
  • 10. Globe is #2 medium-high priced product for 13-40yrs Price vs. Age MatrixPrice/Age 0-13 13-24 25-37 37-49 50-up SMART High GLOBEMedium SUN T&T RED Low TM http://suesilubrico.blogspot.com/
  • 11. Globe’s unique positioning is shown in this competitive map Positioning/ Smart Globe Sun Branding CellularLow-PriceLonger Load Expiration & ManyValidity competitorsUnlimited Text has unlimitedUnlimited Calls texts andUnlimited Calls and Texts calls servicesCell phone and Landline in 1 but not in aPostpaid Plan cellphone/lanBroadband Services dline in 1Financial ServicesMobile Internet Services http://suesilubrico.blogspot.com/
  • 12. References. http://smart.com.ph/buddy/promos/sm artalk-unli-call-and-text.htm http://www.suncellular.com.ph/news.ph p http://site.globe.com.ph/personal;jsessi onid=ko4cvqh2n3fd?sid=TfCSXsuxpRYA AFFjv84AAAEbe
  • 13. Sun Cellular strategically position itself asniche market opportunity. Sun cellular subscribers enjoy the services that keep you connected with the most important people in your life. By unlimited services that keep you connected with the most important people in your life. You can choose among their affordable subscription plans that fit your lifestyle needs with the latest handset models to go with your choice of subscription: Regular Postpaid Plan Plan 350 Plan 450 Plan 600 etc. http://suesilubrico.blogspot.com/
  • 14. Sun Cellular BrandIdentity:  Experience UNLIMITED FUN! Check out Sun’s latest SIMs all packed with value-added services that suit your communication needs. Sun is the only one that gives you free voice calls just by activating your new SIM! With your Sun SIM, you can load any Regular, Call & Text Unlimited, Text Unlimited, Call & Text Combo or Budgetxt variants. You can call abroad at very low rates, download ringtones and send multimedia messages! How’s that for great value? http://suesilubrico.blogspot.com/
  • 15. Market Size based onCompetitor Data Telecom Number of Subscribers Smart Telecom 46.6 million Globe Telecom 23.25 million Sun Cellular 18.36 million http://suesilubrico.blogspot.com/
  • 16. Market Size based onConsumer Data in Millions TECHNOLOGY AND STATISTICS INFRASTRUCTUREMobile phone subscribers 68.1(2008)Landline subscribers (per 100 79.7people) (2008)Personal computers (per 100 7.2people) (2006)Internet users (per 100 people) 6.0(2007) http://suesilubrico.blogspot.com/
  • 17. Market Size based on Company DataSun’s Unlimited services here to stay, to definecompetition Sun Cellular will intensify further itsunlimited call and text, and broadband servicessince its rivals appear unable to match its 24/7unlimited services, and saying unlimited will definecompetition in the years ahead. http://suesilubrico.blogspot.com/
  • 18. 6a. Show how product looksvs. competition http://suesilubrico.blogspot.com/
  • 19. 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 carriers services on a monthly basis, based on either the terms of a contract or on the amount of services they have used; http://suesilubrico.blogspot.com/
  • 20. SUN Product Description Mobile Internet – allows customers to access internet applications and browsers; Downloads – includes downloadable games, music, movies, wallpapers, etc. http://suesilubrico.blogspot.com/
  • 21. Price – SUN Call & Text Unlimited Product Description Validity Price Unlimited Sun-to-Sun CallsCall&Text and Texts, preloaded withUnlimited 450 P50 regular load 30days PhP450.00 Unlimited Sun-to-Sun CallsCall&Text and Texts, preloaded withUnlimited 150 P25 Regular load 7days PhP150.00Call&Text Unlimited Sun-to-Sun CallsUnlimited 100 and Texts 5days PhP100.00Call&Text Unlimited Sun-to-Sun CallsUnlimited 25 and Texts 1 day PhP25.00 http://suesilubrico.blogspot.com/
  • 22. Price – SUN Text Unlimited Product Description Validity Price Unlimited Sun-to-Sun Text,Text Unlimited preloaded with 4 free hours150 voice calls 30 days PhP150.00 Unlimited Sun-to-Sun Text,Text Unlimited preloaded with 1 free hour50 voice calls 7 days PhP50.00Text UnlimitedLite 20 Unlimited Sun-to-Sun Text only 2 days PhP20.00 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 AllDaylite 100 Day, All Night. 7 days PhP30.00 http://suesilubrico.blogspot.com/
  • 23. Price – SUN Postpaid http://suesilubrico.blogspot.com/
  • 24. SUN Call & Text Rates PREPAID i-TextVoice Rates (per minute)Sun to Sun P5.50Sun to other mobiles P6.50Sun to landline P6.50NDD P10.00IDD As low as $0.10*/minText MessagesSun to Sun P0.50Sun to other mobiles P1.00International SMS P1.00* http://suesilubrico.blogspot.com/
  • 25. Price: Sun Cellular Vscompetitors UnlicAll&txt Validity Perks PriceSmartalk 100 7 days Call&txt all you can to all Smart/Red/T&T subscriber nationwideGlobe 150 7 days unlimited texting AND calling to Globe/TMSun Cellular 100 5 days Unlimited Sun-to-Sun Calls and Texts, preloaded with P25 Regular load http://suesilubrico.blogspot.com/
  • 26. Price: Sun Cellular Vscompetitors UnlicAll&txt Validity Perks PriceSmartalk 25 1 days Unlimited call & text to Smart/TNT/Red subscribers.Globe 25 1 days Unlimited calls & texts to Globe/Tattoo/TMSun Cellular 25 1 days Unlimited Sun-to-Sun Calls and Texts http://suesilubrico.blogspot.com/
  • 27. Conclude on what pricingstrategy is being usedSun cellular uses Porter’s Cost Leadership This strategy involves the firm winning market share by appealing to cost-conscious or price-sensitive customers. This is achieved by having the lowest prices in the target market segment, or at least the lowest price to value ratio (price compared to what customers receive). To succeed at offering the lowest price while still achieving profitability and a high return on investment, the firm must be able to operate at a lower cost than its rivals. http://suesilubrico.blogspot.com/
  • 28. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use2 1 3 4 http://suesilubrico.blogspot.com/
  • 29. Sun cellular has great promo forBlackBerry users (Print Ads) Subscribe to the Great BlackBerry Deal 999 to enjoy Unlimited Sun-to-Sun Calls and Texts, Unlimited Mobile Internet, FREE 3 months of Unlimited BlackBerry Internet Service and get the BlackBerry Curve 8520 for only P2,000. The deal doesn’t stop there. BlackBerry Pay-Per-Use is also now available for Sun Postpaid subscribers with BlackBerry handheld. http://suesilubrico.blogspot.com/
  • 30. Sun Cellular uses commercials topromote new products and services. http://suesilubrico.blogspot.com/
  • 31. Sun Cellular has interactive and user’sfriendly website… just a click away! http://suesilubrico.blogspot.com/
  • 32. 8a. Samples of PromoSamples http://suesilubrico.blogspot.com/
  • 33. Sun cellular hosted many events topromote its products and services http://suesilubrico.blogspot.com/
  • 34. 8b. Smart promotes its products andservices through sponsoring concertsof famous bandsSamples Can be multiple slides http://suesilubrico.blogspot.com/
  • 35. Smart Website http://suesilubrico.blogspot.com/
  • 36. Globe launches 4G mobile: First to roll out 4Gmobile technology in the Philippines In a Philippine first, Globe announces a major expansion of its current 4G footprint by becoming the first carrier in the Philippines to launch the commercial roll out of 4G mobile technology http://suesilubrico.blogspot.com/
  • 37. Sun Cellular is still the fastest-growingtelecommunications company thatpioneered the 24/7 unlimited call and text services. Sun Cellular achieved this never-before-attained milestone only seven years from start up and with their rivals enjoying a ten-year head start. They are getting seven out of every ten new post-paid subscribers. Sun’s unmatched unlimited service and rates. Both of these are possible because Sun’s network uses the latest technology available. They can meet peak load demand without congestion. This is the advantage of being a latecomer in the business. They got the latest and the best infrastructure, and are offering rates that could reduce a subscriber’s cost anywhere from 40 to 80 percent per month. http://suesilubrico.blogspot.com/
  • 38. Globe website http://suesilubrico.blogspot.com/
  • 39. Sun Cellular have its flagship indifferent Malls Nationwide True to its commitment to deliver the best-value and relationship-enhancing services to its consumers, industry mover Sun Cellular opens its new and first Flagship store in Robinson’s Galleria mall. http://suesilubrico.blogspot.com/
  • 40. Sun Cellular also have Sun Shopstrategically placed whereinsubscriber can easily go to. http://suesilubrico.blogspot.com/
  • 41. SUN SHOP IN CENTRAL LUZON http://suesilubrico.blogspot.com/
  • 42. SUN SHOP IN NORTH LUZON http://suesilubrico.blogspot.com/
  • 43. SUN SHOP IN SOUTH LUZON http://suesilubrico.blogspot.com/
  • 44. SUN SHOP IN VISAYAS http://suesilubrico.blogspot.com/
  • 45. SUN SHOP IN MINDANAO http://suesilubrico.blogspot.com/
  • 46. Methods of delivery SUN products are available nationwide through distribution channels such as Retailers in the form of stores/outlets (SUN Shops) located in malls, Sun Xpressload available in MLhuillier outlets nationwide; SM Department store and Card dealers outlets. http://suesilubrico.blogspot.com/
  • 47. Generic winning Strategy! Sun Cellular is the fastest-growing telecommunications company that pioneered the 24/7 unlimited call and text services. 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; Sun Cellular is moving at great speed to become the best solution to your wireless connections with clear signals throughout the country and in most parts of the world. SUN CELLULAR utilizes state-of-art technology, with a fully digital backbone and a computerized customer support system. Our Company, is majority owned by JG Summit Holdings, Inc., one of the largest and most diversified conglomerates in the Philippines. http://suesilubrico.blogspot.com/
  • 48. SUMMARYhttp://suesilubrico.blogspot.com/ 48
  • 49. Steps 1 to 5 Summary headline of your PTM and market1. Sun Cellular target market are teenagers, family members, students and professionals.2. Who want more affordable and efficient means of communicating and brings the latest mobile broadband technology at the lowest price possible. Can offers flexibility of having broadband service 24/7, and can creating a new level of personal high-speed Internet experience at very affordable rates.3. They 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 customers5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market http://suesilubrico.blogspot.com/
  • 50. Steps 6 to 10 Summary headline of the marketing mix & strategy6. Prepaid and Post Paid unlimited text messaging and calls and mobile net services7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services8. Uses TV, events, promos, print ads, billboards, web site9. It has Nation wide coverage10. Uses niche and low-cost approaches to win http://suesilubrico.blogspot.com/
  • 51. YOUR ASSIGNMENT AS AMARKETING STUDENT Sun Cellular Top 10 Marketing Plans http://suesilubrico.blogspot.com/ 51
  • 52. The 10 Step Marketing Plan ForSun Cellular 2011 Edition Sue Ann P. Silubrico June 2011 http://suesilubrico.blogspot.com/

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