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10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)
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10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)

10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)

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10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky) Presentation Transcript

  • 1. 10 STEP Marketing Plan for Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011
  • 2.
    • This 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.
    Disclaimer
  • 3. 5 Steps for Part 1 (PTM and Positioning)
    • Globe Tattoo PTM are “Internet Savvy Gen Ys”
    • Who want to get Internet anytime and anywhere with fast speed
    • Can choose Smart Broadband or SunCellular Broadband
    • Gap is Globe Tattoo is the only one with different prices but the highest speed
    • More than 1 Million subscribers in 2010
  • 4. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Globe Tattoo Broadband Postpaid
    • Is 25% premium
    • Uses TV, Print ad, radio, Posters, Billing inserts and events
    • Is distributed nationwide
    • Uses a differentiation strategy to win
  • 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 6. 1.Globe Tattoo primary target market (PTM) are “Internet Savvy Gen Ys”
    • Demographics (10-35, M/F, social class AB and upper C, single/married)
    • Lifestyle (study, working, connect friends and family with Internet)
    • Behavior (anytime and anywhere, non-stop use Internet, daily)
  • 7. I want to connect with my friend and family Internet is my whole life I am unique!
  • 8. 2. Globe Tatoo PTM’s NWE
    • Gen Ys need
    • To belong (social), Self-Esteem, Self actualization
    • Gen Ys choose Globe Tattoo over other broadbands because of ….
    • Fast speed, packaging, price, credibility& awareness of company, brand, value and function
    • Gen Ys expect these when they use Globe Tattoo
    • Enjoy the Internet anytime and anywhere with
    • fast speed and stable signal , send/receive SMS and
    • make instant calls with netbook / notebook / or desktop
    • on the internet, get the best value for your money
  • 9. 3a. Globe Tattoo has many formidable competitors
    • Direct: Smart Bro Plug-it Broadband , Sun Cellular Easy Broadband, and SBW Plan 1399
    • Indirect: Wifi Zone, Internet café, mobile 3G
    • Variables: Price, speed , packaging, specific use, signal, brand, function, coverage
  • 10. 3b. Competitive Position Map
    • Price vs. Speed
    • Benefit Positioning vs. Brand
  • 11. Globe Tattoo has the highest speed with different prices Sun Plan 350 Globe SuperStick Sun SBW Plan 1399 Price vs. Speed Matrix Price/Speed Up to 512kbps Up to 2mbps Up to 3mbps - P 500 - P 800 - P 1000 + P 1000
  • 12. Globe Tattoo unique positioning is shown in this competitive map Benefit Positioning vs. Brand Matrix Globe Smart Sun Functional benefit/Brand Tattoo Stick Tattoo Myfi Tattoo Superstick Plug-it Pocket Wifi Easy broadband SBW Plan 1399 Plan 350 Lite Fixed hours usage per month Unlimited usage Free Device Price Freebies (calls, texts and McAfee) Speed up to 3 mbps Lock-in period less than one year WiFi function Nationwide coverage Stable signal Saving money
  • 13. 4. Globe Tattoo positions with differentiation
    • Globe Tattoo is the only broadband
    • that has unlimited Wi-Fi function
    • Provides free device if lock-in 24 months
    • Gives freebies
    • With stable signal
    • No brand has a similar position.
    • Others focus on save money or nationwide coverage
  • 14. 5a. Based on competitor’s data, broadband market is 2.63 million
    • Source: http://www.abs-cbnnews.com/business/10/30/10/broadband-world-smart-rulesfor-now
  • 15. 5a. Based on competitor’s data, broadband market is 2.63 million
    • Smart broadband subscribers are 1.3 million
    • Globe broadband subscribers are 0.93 million
    • Sun broadband subscribers are 0.4 million
    • Total market: 1.3+0.93+0.4=2.63 million
  • 16. 5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million Source: http://www.abs-cbnnews.com/business/11/01/10/globe-broadband-subscribers-surpass-1-m-0
  • 17. 5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million
    • ABS-CBN News data: Globe Broadband has 1,006,460 subscribers
    • The market share is 59% of the actual number of subscribers.
    • Then total broadband market size is:
    • 1,006,460/59%=1.7 million
  • 18. 5. Concluded that broadband market is 2.165 million
    • Competitor data= 2.63 million
    • Company data = 1.7 million
  • 19. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 20. 6a. Broadband category is dominated by 3 major brands
  • 21. 6b. Product Description
    • The Tattoo Broadband postpaid is a readily accessible device – just connect the device to any available USB port on your netbook / notebook / or desktop and you’re ready to go on the Internet!  Its ingredients are….
    • There are 3 variants- Tattoo Stick, Tattoo MyFi and Tattoo SuperStick
    • There are 3 plans, P499 for 50 Hours per month, P999 for unlimited time up to 2mbps, and P1299 for unlimited time up to 3mbps
  • 22. 7. Price- Globe Tattoo is 25% premium priced than the lowest competitor
    • Tattoo Stick 50 hours = P499
    • Unlimited= P999
    • Tattoo MyFi 50 hours = P499
    • Unlimited= P999
    • Tattoo SuperStick Unlimited= P1299
    • Globe Tattoo is priced at par with Smart for one plan and 25% higher than Sun with aim of maximizing profits in its differentiation strategy
  • 23. 8a. Which of these modes does your product use?
  • 24.
    • http://www.youtube.com/watch?v=rDJrNkdcodk&feature=player_detailpage
    8a. Promo: GLOBE Tattoo "No Limits" TV Commercial 2011
  • 25. 8a. Promo: A testament to the improved speed and reliability of Tattoo
    • Speed and reliability are equally important to Rio whether he's online or on the road, making him a fitting choice to represent the edgy brand
    http://www.coolbuster.net/2011/01/new-globe-tattoo-tvc.html
  • 26. 8b. Smart’s and Sun’s promo
  • 27. 9. Globe Tattoo is distributed nationwide using Globe store and Internet
      • Globe stores, Globe retailers, Malls, and Internet
      • Nationwide
      • Pick-up by customers , also can be ordered via internet
      • Cash and credit transaction
  • 28. 10. The generic winning strategy of Globe Tattoo is differentiation
    • Globe Tattoo’s main strategy is product differentiation.
    • It satisfies all needs of different users: light user, heavy user, and WiFi users. It is helpful to enlarge market share.
    • It has excellent products with additional functions and freebies.
  • 29. SUMMARY
  • 30. 5 Steps for Part 1 (PTM and Positioning)
    • Globe Tattoo PTM are “Internet Savvy Gen Ys”
    • Who want to get Internet anytime and anywhere with fast speed
    • Can choose Smart Broadband or SunCellular Broadband
    • Gap is Globe Tattoo is the only one with different prices but the highest speed
    • More than 1 Million subscribers in 2010
  • 31. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Globe Tattoo Broadband Postpaid
    • Is 25% premium
    • Uses TV, Print ad, radio, Posters, Billing inserts and events
    • Is distributed nationwide
    • Uses a differentiation strategy to win
  • 32. 10 STEP Marketing Plan for Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011