1. The document outlines a 10 step marketing plan for SUN Cellular to target students and young professionals who demand affordable cell phone services. 2. Key competitors are Globe and Smart. The Philippine mobile market is valued at 177 billion pesos and dominated by 3 players. 3. The plan focuses on promoting SUN Cellular's communication services and positioning it as the most affordable provider through promotions, retail stores, and a strategy of low cost leadership.

1. 10 STEP
Marketing Plan for
Digitel 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. Disclaimer
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.
http://markmasuncell.blogspot.com/

3. Steps 1 to 5
Sun All you can! Plan
1. PTM are students and young
professionals
2. PTM demands for the cell phone
services for the best value for money
3. Competitors are Globe & Smart
4. Application of new technology to
services offered
5. 177 Billion Peso Market
http://markmasuncell.blogspot.com/

4. Steps 6 to 10
Sun All you can! Plan
6. Sun Cellular communication services
7. Most service provided for Money
8. Promotions
9. Gen Trade & Key accounts
10. Low Cost Provider
http://markmasuncell.blogspot.com/

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
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6. STEP 2:
Describe your PTM needs
Acceptance 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
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7. Sun cellular PTM’s needs
and wants
Needs: To belong, They will do anything possible to feel
welcome and accepted. That would help build their
Self-Esteem, and enable them for Self Actualization
to attain their full potential as an individual.
Wants: Product offerings, promos, affordable
price and competitive edge among its competitors.
http://markmasuncell.blogspot.com/

8. Sun cellular PTM’s
demands
Demand : Frequent communication with friends, families and
Business associated thru unlimited text messaging and calls
and mobile Internet with affordable and efficient means of
staying connected and building personal and
business relationships;
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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.
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10. 3b. Globe leads the high end post
paid market while Smart dominates
pre-paid as of 2011
Social Status vs. Age Matrix
Price/ Status A B C D
Matrix
High Globe Platinum
price Smart SUN
Super
Infinity ELITE
Smart Plan
Gold Globe
Low Pre-paid
Smart Talk & Text
Red Mobile
Price Buddy
Sun Pre Paid
Sun Regular
Touch
Mobile
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11. STEP 4b: Smart diversified
product line
Benefit Positioning vs. Brand Matrix
Harder to stand out amidst the competitive clutter.
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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‟s
mobile 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)
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13. 4. Philippine Mobile Telecom
Industry ruled by 3 players
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14. 4. Market Opportunity of 82%
Smart
Globe
Sun
Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)
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15. 4. NWD not addressed:
Sun: Signal strength, Brand Value, Financial Services
Industry: GPS
Opportunities
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16. STEP 5a: Network’s Philippine Market
Share
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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.
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18. STEP 6: Sun’s Product
Description
 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.
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19. Sun Prepaid
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20. Sun Postpaid
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21. Sun Broadband
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22. STEP 7: Price
Comparison of Call and Text Rates
Smart
Globe Sun Prepaid Prepaid
Call and Text Rates Prepaid Rate Rate Rate
Voice 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 7.50
Text 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 1.00
Pricing strategy used: Penetration pricing
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23. Modes Sun Cellular Uses
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24. STEP 8:
Sun Cellular Promotions
Sun 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. SUN Cellular Corporate Site
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26. SUN Cellular Shop and
Facebook Page
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27. SUN Cellular Call and Text
Unlimited TV Commercial
Catches the Filipino
humor by using local
jokes.
Sun Call and Text Commercial
Highlights on
affordability by using
Php 5 coins.
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28. Globe Corporate Site
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29. Globe Store & Facebook Page
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30. Globe Tatoo TV Commercial
TVC is heavy on
graphics. It focuses on
the design and speed of
its product. Globe Tatoo Commercial
Very effective
persuasion.
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31. Smart Corporate Site
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32. Smart Wireless Center and
Facebook Page
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33. Smart LTE (4G) Commercial
Live demonstration in
Boracay Philippines.
Shows evidence of speed.
Smart LTE (4G) in Boracay
Also an effective
persuasion.
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34. Smart 2011 TV Commercial
SMART's 2011 TVC
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35. STEP 9: Sun Cellular have its
flagship in different 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.
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36. Sun Cellular also have Sun Shop
strategically placed wherein
subscriber can easily go to.
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37. SUN SHOP IN CENTRAL LUZON
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38. SUN SHOP IN NORTH LUZON
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39. SUN SHOP IN SOUTH LUZON
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40. SUN SHOP IN VISAYAS
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41. SUN SHOP IN MINDANAO
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42. STEP 10: Sun’s generic
winning strategy
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche
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43. Steps 1 to 5
Sun All you can! Plan
1. PTM are students and young
professionals
2. PTM demands for the cell phone
services for the best value for money
3. Competitors are Globe & Smart
4. Application of new technology to
services offered
5. 177 Billion Peso Market
http://markmasuncell.blogspot.com/

44. Steps 6 to 10
Sun All you can! Plan
6. Sun Cellular communication services
7. Most service provided for Money
8. Promotions
9. Gen Trade & Key accounts
10. Low Cost Provider
http://markmasuncell.blogspot.com/

45. 10 STEP
Marketing Plan for
Digitel 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