10 STEP Marketing Plan for  Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011
<ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB market...
5 Steps for Part 1  (PTM and Positioning) <ul><li>Globe Tattoo PTM are “Internet Savvy Gen Ys” </li></ul><ul><li>Who want ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Is 25% premium </l...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.Globe Tattoo primary target market (PTM) are “Internet Savvy Gen Ys” <ul><li>Demographics (10-35, M/F, social class AB a...
2. Globe Tatoo PTM’s NWE <ul><li>Gen Ys need </li></ul><ul><li>To belong (social), Self-Esteem,  Self actualization </li><...
3a. Globe Tattoo has many formidable competitors <ul><li>Direct:  Smart Bro Plug-it Broadband , Sun Cellular Easy Broadban...
4. Globe Tattoo positions with differentiation <ul><li>Globe Tattoo is the only broadband </li></ul><ul><li>that has WiFi ...
5a. Based on competitor’s data, broadband market is 2.63 million <ul><li>Source: http://www.abs-cbnnews.com/business/10/30...
5a. Based on competitor’s data, broadband market is 2.63 million <ul><li>Smart broadband subscribers are 1.3 million </li>...
5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million Source: http://www.abs-cbn...
5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million <ul><li>ABS-CBN News data:...
5. Concluded that broadband market is 2.165 million <ul><li>Competitor data= 2.63 million </li></ul><ul><li>Company data =...
The Marketing Mix Strategy Part 2: Steps 6 to 10
6b. Product Description <ul><li>The Tattoo Broadband postpaid is a readily accessible device – just connect the device to ...
7. Price- Globe Tattoo is 25% premium priced than the lowest competitor <ul><li>Tattoo Stick  50 hours = P499 </li></ul><u...
9. Globe Tattoo is distributed nationwide using Globe store and Internet <ul><ul><li>Globe stores, Globe retailers, Malls,...
10. The generic winning strategy of Globe Tattoo is differentiation  <ul><li>Globe Tattoo’s main strategy is product diffe...
SUMMARY
5 Steps for Part 1  (PTM and Positioning) <ul><li>Globe Tattoo PTM are “Internet Savvy Gen Ys” </li></ul><ul><li>Who want ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Is 25% premium </l...
10 STEP Marketing Plan for  Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011
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Outline of 10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)

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

  1. 1. 10 STEP Marketing Plan for Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011
  2. 2. <ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer
  3. 3. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Globe Tattoo PTM are “Internet Savvy Gen Ys” </li></ul><ul><li>Who want to get Internet anytime and anywhere with fast speed </li></ul><ul><li>Can choose Smart Broadband or SunCellular Broadband </li></ul><ul><li>Gap is Globe Tattoo is the only one with different prices but the highest speed </li></ul><ul><li>More than 1 Million subscribers in 2010 </li></ul>
  4. 4. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Is 25% premium </li></ul><ul><li>Uses TV, Print ad, radio, Posters, Billing inserts and events </li></ul><ul><li>Is distributed nationwide </li></ul><ul><li>Uses a differentiation strategy to win </li></ul>
  5. 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  6. 6. 1.Globe Tattoo primary target market (PTM) are “Internet Savvy Gen Ys” <ul><li>Demographics (10-35, M/F, social class AB and upper C, single/married) </li></ul><ul><li>Lifestyle (study, working, connect friends and family with Internet) </li></ul><ul><li>Behavior (anytime and anywhere, non-stop use Internet, daily) </li></ul>
  7. 7. 2. Globe Tatoo PTM’s NWE <ul><li>Gen Ys need </li></ul><ul><li>To belong (social), Self-Esteem, Self actualization </li></ul><ul><li>Gen Ys choose Globe Tattoo over other broadbands because of …. </li></ul><ul><li>Fast speed, packaging, price, credibility& awareness of company, brand, value and function </li></ul><ul><li>Gen Ys expect these when they use Globe Tattoo </li></ul><ul><li>Enjoy the Internet anytime and anywhere with </li></ul><ul><li>fast speed and stable signal , send/receive SMS and </li></ul><ul><li>make instant calls with netbook / notebook / or desktop </li></ul><ul><li>on the internet, get the best value for your money </li></ul>
  8. 8. 3a. Globe Tattoo has many formidable competitors <ul><li>Direct: Smart Bro Plug-it Broadband , Sun Cellular Easy Broadband, and SBW Plan 1399 </li></ul><ul><li>Indirect: Wifi Zone, Internet café, mobile 3G </li></ul><ul><li>Variables: Price, speed , packaging, specific use, signal, brand, function, coverage </li></ul>
  9. 9. 4. Globe Tattoo positions with differentiation <ul><li>Globe Tattoo is the only broadband </li></ul><ul><li>that has WiFi function </li></ul><ul><li>Provides free device if lock-in 24 months </li></ul><ul><li>Gives freebies </li></ul><ul><li>No brand has a similar position. </li></ul><ul><li>Others focus on save money or nationwide coverage </li></ul>
  10. 10. 5a. Based on competitor’s data, broadband market is 2.63 million <ul><li>Source: http://www.abs-cbnnews.com/business/10/30/10/broadband-world-smart-rulesfor-now </li></ul>
  11. 11. 5a. Based on competitor’s data, broadband market is 2.63 million <ul><li>Smart broadband subscribers are 1.3 million </li></ul><ul><li>Globe broadband subscribers are 0.93 million </li></ul><ul><li>Sun broadband subscribers are 0.4 million </li></ul><ul><li>Total market: 1.3+0.93+0.4=2.63 million </li></ul>
  12. 12. 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
  13. 13. 5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million <ul><li>ABS-CBN News data: Globe Broadband has 1,006,460 subscribers </li></ul><ul><li>The market share is 59% of the actual number of subscribers. </li></ul><ul><li>Then total broadband market size is: </li></ul><ul><li>1,006,460/59%=1.7 million </li></ul>
  14. 14. 5. Concluded that broadband market is 2.165 million <ul><li>Competitor data= 2.63 million </li></ul><ul><li>Company data = 1.7 million </li></ul>
  15. 15. The Marketing Mix Strategy Part 2: Steps 6 to 10
  16. 16. 6b. Product Description <ul><li>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…. </li></ul><ul><li>There are 3 variants- Tattoo Stick, Tattoo MyFi and Tattoo SuperStick </li></ul><ul><li>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 </li></ul>
  17. 17. 7. Price- Globe Tattoo is 25% premium priced than the lowest competitor <ul><li>Tattoo Stick 50 hours = P499 </li></ul><ul><li>Unlimited= P999 </li></ul><ul><li>Tattoo MyFi 50 hours = P499 </li></ul><ul><li>Unlimited= P999 </li></ul><ul><li>Tattoo SuperStick Unlimited= P1299 </li></ul><ul><li>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 </li></ul>
  18. 18. 9. Globe Tattoo is distributed nationwide using Globe store and Internet <ul><ul><li>Globe stores, Globe retailers, Malls, and Internet </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>Pick-up by customers , also can be ordered via internet </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  19. 19. 10. The generic winning strategy of Globe Tattoo is differentiation <ul><li>Globe Tattoo’s main strategy is product differentiation. </li></ul><ul><li>It satisfies all needs of different users: light user, heavy user, and WiFi users. It is helpful to enlarge market share. </li></ul><ul><li>It has excellent products with additional functions and freebies. </li></ul>
  20. 20. SUMMARY
  21. 21. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Globe Tattoo PTM are “Internet Savvy Gen Ys” </li></ul><ul><li>Who want to get Internet anytime and anywhere with fast speed </li></ul><ul><li>Can choose Smart Broadband or SunCellular Broadband </li></ul><ul><li>Gap is Globe Tattoo is the only one with different prices but the highest speed </li></ul><ul><li>More than 1 Million subscribers in 2010 </li></ul>
  22. 22. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Is 25% premium </li></ul><ul><li>Uses TV, Print ad, radio, Posters, Billing inserts and events </li></ul><ul><li>Is distributed nationwide </li></ul><ul><li>Uses a differentiation strategy to win </li></ul>
  23. 23. 10 STEP Marketing Plan for Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011

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