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10 STEPMarketing Plan forDigitel Mobile Philippines, Inc. (DMPI)– SUN Cellular             Jan Kenneth Obar              S...
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria‟s  AGSB mar...
Steps 1 to 5Sun All you can! Plan1.   PTM are students and young     professionals2.   PTM demands for the cell phone     ...
Steps 6 to 10 Sun All you can! Plan6.    Sun Cellular communication services7.    Most service provided for Money8.    Pro...
STEP 1:    Describe the primary target market    (PTM)*Description                                              Age       ...
STEP 2:            Describe your PTM needsAcceptance of the facts, creativity and              Self-Actualization         ...
Sun cellular PTM’s needs       and wantsNeeds: To belong, They will do anything possible to feelwelcome and accepted. That...
Sun cellular PTM’s     demandsDemand : Frequent communication with friends, families andBusiness associated thru unlimited...
STEP 3a: Sun’s Competitors   Direct: Globe (touch mobile), Smart (buddy, talk &    Text, Red Mobile)   Indirect: Landlin...
3b. Globe leads the high end post      paid market while Smart dominates      pre-paid                       as of 2011   ...
STEP 4b: Smart diversifiedproduct line                      Benefit Positioning vs. Brand Matrix  Harder to stand out amid...
4. State of the industry:     Cell phone penetration at 96%The Philippines, with a population of only 89 million, has now ...
4. Philippine Mobile TelecomIndustry ruled by 3 players    http://markmasuncell.blogspot.com/
4. Market Opportunity of 82%                                                                       Smart                  ...
4. NWD not addressed:Sun: Signal strength, Brand Value, Financial ServicesIndustry: GPS                                   ...
STEP 5a: Network’s Philippine MarketShare     http://markmasuncell.blogspot.com/
Sun’s Market Size   Sun Cellular reached more than 15 million    subscribers.   With nearly 7,000 cell sites and fast ex...
STEP 6: Sun’s ProductDescription   Sun Cellular pioneered the intra-network unlimited    wireless services in the Philipp...
Sun Prepaid   http://markmasuncell.blogspot.com/
Sun Postpaid   http://markmasuncell.blogspot.com/
Sun Broadband   http://markmasuncell.blogspot.com/
STEP 7: PriceComparison of Call and Text Rates                                                           Smart            ...
Modes Sun Cellular Uses    http://markmasuncell.blogspot.com/
STEP 8: Sun Cellular PromotionsSun Cellular promotes heavily in  above the line advertising mostly  in TV and radio. It is...
SUN Cellular Corporate Site   http://markmasuncell.blogspot.com/
SUN Cellular Shop andFacebook Page   http://markmasuncell.blogspot.com/
SUN Cellular Call and Text        Unlimited TV CommercialCatches the Filipinohumor by using localjokes.                   ...
Globe Corporate Site  http://markmasuncell.blogspot.com/
Globe Store & Facebook Page  http://markmasuncell.blogspot.com/
Globe Tatoo TV CommercialTVC is heavy ongraphics. It focuses onthe design and speed ofits product.               Globe Tat...
Smart Corporate Site    http://markmasuncell.blogspot.com/
Smart Wireless Center andFacebook Page http://markmasuncell.blogspot.com/
Smart LTE (4G) CommercialLive demonstration inBoracay Philippines.Shows evidence of speed.                                ...
Smart 2011 TV Commercial        SMARTs 2011 TVC    http://markmasuncell.blogspot.com/
STEP 9: Sun Cellular have itsflagship in different MallsNationwide                    True to its commitment to deliver th...
Sun Cellular also have Sun Shopstrategically placed whereinsubscriber can easily go to.     http://markmasuncell.blogspot....
SUN SHOP IN CENTRAL LUZON     http://markmasuncell.blogspot.com/
SUN SHOP IN NORTH LUZON     http://markmasuncell.blogspot.com/
SUN SHOP IN SOUTH LUZON     http://markmasuncell.blogspot.com/
SUN SHOP IN VISAYAS     http://markmasuncell.blogspot.com/
SUN SHOP IN MINDANAO    http://markmasuncell.blogspot.com/
STEP 10: Sun’s genericwinning strategyWhich of the 4 strategies are being used? (bold and underline to most dominant strat...
Steps 1 to 5Sun All you can! Plan1.   PTM are students and young     professionals2.   PTM demands for the cell phone     ...
Steps 6 to 10 Sun All you can! Plan6.    Sun Cellular communication services7.    Most service provided for Money8.    Pro...
10 STEPMarketing Plan forDigitel Mobile Philippines, Inc. (DMPI)– SUN Cellular             Jan Kenneth Obar              S...
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Sun Cellular Consolidated Presentation

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Sun Cellular Consolidated Presentation

  1. 1. 10 STEPMarketing Plan forDigitel Mobile Philippines, Inc. (DMPI)– SUN Cellular Jan Kenneth Obar Sue Ann Silubrico Francis Benson Hugo Rustie Fidel Ronald Patrick G. Wenceslao June 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. http://markmasuncell.blogspot.com/
  3. 3. Steps 1 to 5Sun All you can! Plan1. PTM are students and young professionals2. PTM demands for the cell phone services for the best value for money3. Competitors are Globe & Smart4. Application of new technology to services offered5. 177 Billion Peso Market http://markmasuncell.blogspot.com/
  4. 4. Steps 6 to 10 Sun All you can! Plan6. Sun Cellular communication services7. Most service provided for Money8. Promotions9. Gen Trade & Key accounts10. Low Cost Provider http://markmasuncell.blogspot.com/
  5. 5. STEP 1: Describe the primary target market (PTM)*Description 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 communication C,D needs and apply a budget to usage http://markmasuncell.blogspot.com/
  6. 6. STEP 2: 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 6 http://markmasuncell.blogspot.com/
  7. 7. Sun cellular PTM’s needs and wantsNeeds: 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://markmasuncell.blogspot.com/
  8. 8. Sun cellular PTM’s 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://markmasuncell.blogspot.com/
  9. 9. STEP 3a: Sun’s Competitors Direct: Globe (touch mobile), Smart (buddy, talk & Text, Red Mobile) Indirect: Landline phones, Internet, snail mail, BBM. Variables: Price, Brand, reliability, features, Promotions, availability, convenience of use, social status, age. http://markmasuncell.blogspot.com/
  10. 10. 3b. Globe leads the high end post paid market while Smart dominates pre-paid as of 2011 Social Status vs. Age MatrixPrice/ Status A B C DMatrixHigh Globe Platinumprice Smart SUN Super Infinity ELITE Smart Plan Gold GlobeLow Pre-paid Smart Talk & Text Red MobilePrice Buddy Sun Pre Paid Sun Regular Touch Mobile http://markmasuncell.blogspot.com/
  11. 11. STEP 4b: Smart diversifiedproduct line Benefit Positioning vs. Brand Matrix Harder to stand out amidst the competitive clutter. http://markmasuncell.blogspot.com/
  12. 12. 4. State of the industry: Cell phone penetration at 96%The Philippines, with a population of only 89 million, has now a total of 84.5 million mobile phone subscribers. *almost every Filipino, young and old, has a cell phone *or many Filipinos has one or up to three cell phones each.In the words of industry research firm Frost & Sullivan, the country‟smobile phone penetration rate is now 96 percent.And the figure is expected to reach 125 percent by 2015! No wonder,RP is the text capital of the world! Article “out of order” by Alfredo Gabot ( www.Philippinestodayus.com) http://markmasuncell.blogspot.com/
  13. 13. 4. Philippine Mobile TelecomIndustry ruled by 3 players http://markmasuncell.blogspot.com/
  14. 14. 4. Market Opportunity of 82% Smart Globe Sun Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com) http://markmasuncell.blogspot.com/
  15. 15. 4. NWD not addressed:Sun: Signal strength, Brand Value, Financial ServicesIndustry: GPS Opportunities http://markmasuncell.blogspot.com/
  16. 16. STEP 5a: Network’s Philippine MarketShare http://markmasuncell.blogspot.com/
  17. 17. Sun’s Market Size Sun Cellular reached more than 15 million subscribers. With nearly 7,000 cell sites and fast expanding. In Sept 2010 Sun Cellular was the first telecommunications provider to hit One million Postpaid Subscriptions, with 7 out of 10 new postpaid subscribers choosing Sun for the past three years. http://markmasuncell.blogspot.com/
  18. 18. STEP 6: Sun’s ProductDescription Sun Cellular pioneered the intra-network unlimited wireless services in the Philippines through its 24/7 Call and Text Unlimited (CTU) and 24/7 Text Unlimited (TU). They also have Mobile Internet and downloads for music, games, movies and wallpapers. It holds the distinction of being the fastest growing mobile network provider in the country with more than 15 million customers supported by its nearly 7,000 cell sites nationwide. http://markmasuncell.blogspot.com/
  19. 19. Sun Prepaid http://markmasuncell.blogspot.com/
  20. 20. Sun Postpaid http://markmasuncell.blogspot.com/
  21. 21. Sun Broadband http://markmasuncell.blogspot.com/
  22. 22. STEP 7: PriceComparison of Call and Text Rates Smart Globe Sun Prepaid Prepaid Call and Text Rates Prepaid Rate Rate RateVoice Rates (per minute) Network to same network P 6.50 P 5.50 P 6.50 Network to other networks P 7.50 P 6.50 P 7.50 Network to landline P 7.50 P 6.50 P 7.50Text Messages Network to same network P 1.00 P 0.50 P 1.00 Network to other networks P 1.00 P 1.00 P 1.00Pricing strategy used: Penetration pricing http://markmasuncell.blogspot.com/
  23. 23. Modes Sun Cellular Uses http://markmasuncell.blogspot.com/
  24. 24. STEP 8: 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. http://markmasuncell.blogspot.com/
  25. 25. SUN Cellular Corporate Site http://markmasuncell.blogspot.com/
  26. 26. SUN Cellular Shop andFacebook Page http://markmasuncell.blogspot.com/
  27. 27. SUN Cellular Call and Text Unlimited TV CommercialCatches the Filipinohumor by using localjokes. Sun Call and Text CommercialHighlights onaffordability by usingPhp 5 coins. http://markmasuncell.blogspot.com/
  28. 28. Globe Corporate Site http://markmasuncell.blogspot.com/
  29. 29. Globe Store & Facebook Page http://markmasuncell.blogspot.com/
  30. 30. Globe Tatoo TV CommercialTVC is heavy ongraphics. It focuses onthe design and speed ofits product. Globe Tatoo CommercialVery effectivepersuasion. http://markmasuncell.blogspot.com/
  31. 31. Smart Corporate Site http://markmasuncell.blogspot.com/
  32. 32. Smart Wireless Center andFacebook Page http://markmasuncell.blogspot.com/
  33. 33. Smart LTE (4G) CommercialLive demonstration inBoracay Philippines.Shows evidence of speed. Smart LTE (4G) in BoracayAlso an effectivepersuasion. http://markmasuncell.blogspot.com/
  34. 34. Smart 2011 TV Commercial SMARTs 2011 TVC http://markmasuncell.blogspot.com/
  35. 35. STEP 9: Sun Cellular have itsflagship in different MallsNationwide 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://markmasuncell.blogspot.com/
  36. 36. Sun Cellular also have Sun Shopstrategically placed whereinsubscriber can easily go to. http://markmasuncell.blogspot.com/
  37. 37. SUN SHOP IN CENTRAL LUZON http://markmasuncell.blogspot.com/
  38. 38. SUN SHOP IN NORTH LUZON http://markmasuncell.blogspot.com/
  39. 39. SUN SHOP IN SOUTH LUZON http://markmasuncell.blogspot.com/
  40. 40. SUN SHOP IN VISAYAS http://markmasuncell.blogspot.com/
  41. 41. SUN SHOP IN MINDANAO http://markmasuncell.blogspot.com/
  42. 42. STEP 10: Sun’s genericwinning strategyWhich of the 4 strategies are being used? (bold and underline to most dominant strategy)  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche http://markmasuncell.blogspot.com/
  43. 43. Steps 1 to 5Sun All you can! Plan1. PTM are students and young professionals2. PTM demands for the cell phone services for the best value for money3. Competitors are Globe & Smart4. Application of new technology to services offered5. 177 Billion Peso Market http://markmasuncell.blogspot.com/
  44. 44. Steps 6 to 10 Sun All you can! Plan6. Sun Cellular communication services7. Most service provided for Money8. Promotions9. Gen Trade & Key accounts10. Low Cost Provider http://markmasuncell.blogspot.com/
  45. 45. 10 STEPMarketing Plan forDigitel Mobile Philippines, Inc. (DMPI)– SUN Cellular Jan Kenneth Obar Sue Ann Silubrico Francis Benson Hugo Rustie Fidel Ronald Patrick G. Wenceslao June 2011 rgwenceslao.blogspot.com

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