10 STEP Marketing Plan for  My|Phone Zhu,Chaofan (James) February 2011
5 Steps for Part 1  (PTM and Positioning) <ul><li>My|Phone is tagged as &quot;Pinoy Phone“. </li></ul><ul><li>Who want to ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Promo sales  </li>...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.My|Phone  primary target market (PTM) is tagged “Pinoy Phone” <ul><li>Demographics (All ages, M/F, social class AB and u...
I want to contact with my friends and family Through call and texts Important communication tool Pinoy Use Pinoy Phone!
2. My|Phone PTM’s NWE <ul><li>Gen Ys need </li></ul><ul><li>To belong (social), Self-Esteem,  Self actualization </li></ul...
3a. My|Phone has many formidable competitors <ul><li>Direct:  Cherry Mobile and China Phone </li></ul><ul><li>Indirect:  N...
3b. Competitive Position Map <ul><li>Price vs. Model </li></ul><ul><li>Brand  vs. Positioning </li></ul>
My|Phone  has the highest speed with different prices Price vs. Model Matrix Price/Model Camera  Type (SIM/s) Bluetooth + ...
My|Phone  unique positioning is shown in this competitive map Positioning vs. Brand Matrix Myphone Cherry  China Phone Mon...
4. My|Phone positions with differentiation <ul><li>The differentiation of My|Phone: </li></ul><ul><li>Only one mobile comp...
5a. Based on the data, My|Phone market share takes 8 percent  <ul><li>Source: </li></ul><ul><li>http://mabuhaycity.com/for...
5a. Based on competitor’s data, mobile market is 20 millions up <ul><li>My|Phone are 1.4 million </li></ul><ul><li>Cherry ...
5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million Source:  http://www.pinoyp...
5b. Based Company sales data, where My|Phone share is 8%, total market size is 1.4 million units owner <ul><li>Company sal...
5. Concluded that cellphone market is 20 millions up <ul><li>Competitor data= 20million </li></ul><ul><li>Company data = 1...
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a.  My|Phone  categoried is dominated by 3 major brands
6b. Product Description <ul><li>My|Phone – the first and only Filipino mobile phone brand that offers dual SIM mobility – ...
7. My|Phone promo sales with Sun Cellular
8a. Promo:   The first Music Album Phone
8b. Cherry and China Phone
9. My|Phone is distributed nationwide in its dealer counter and another channel sale <ul><ul><li>Any of Mobile Dealers in ...
10. The generic winning strategy of My|Phone is differentiation  <ul><li>My|Phone main strategy is product differentiation...
SUMMARY
5 Steps for Part 1  (PTM and Positioning) <ul><li>My|Phone is tagged as &quot;Pinoy Phone“. </li></ul><ul><li>Who want to ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Promo sales  </li>...
10 STEP Marketing Plan for  My|Phone Zhu,Chaofan (James) February 2011
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10 step marketing plan for myphone(zhu,chaofan)

  1. 1. 10 STEP Marketing Plan for My|Phone Zhu,Chaofan (James) February 2011
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>My|Phone is tagged as &quot;Pinoy Phone“. </li></ul><ul><li>Who want to get Internet anytime and anywhere with fast speed </li></ul><ul><li>Can choose Cherry Mobile or China Phones </li></ul><ul><li>Gap is My|Phone the one with low prices but the good quality </li></ul><ul><li>Above 1.4 Million buyer in 2010 </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Promo sales </li></ul><ul><li>Uses TV, Print ad, radio, Posters, Billing inserts and events </li></ul><ul><li>Nationwide dealerships </li></ul><ul><li>Uses a differentiation strategy to win </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.My|Phone primary target market (PTM) is tagged “Pinoy Phone” <ul><li>Demographics (All ages, M/F, social class AB and upper C, single/married) </li></ul><ul><li>Lifestyle (study, working, connect friends and family anytime wherever) </li></ul><ul><li>Behavior (anytime and anywhere, non-stop call and texts) </li></ul>
  6. 6. I want to contact with my friends and family Through call and texts Important communication tool Pinoy Use Pinoy Phone!
  7. 7. 2. My|Phone 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 My|Phone over than another brands because of …. </li></ul><ul><li>Low-price, full of functions, designs and credibility& awareness of company, brand, value and function </li></ul><ul><li>Gen Ys expect these when they use My|Phone Enjoy the 24/7 calls and texts anytime and anywhere,it can take pictures and listen radio and musics. </li></ul>
  8. 8. 3a. My|Phone has many formidable competitors <ul><li>Direct: Cherry Mobile and China Phone </li></ul><ul><li>Indirect: Nokia, Motorola, LG, Samsung, </li></ul><ul><li>Iphone </li></ul><ul><li>Variables: Price, Quality , packaging, specific use, signal, brand, function, coverage </li></ul>
  9. 9. 3b. Competitive Position Map <ul><li>Price vs. Model </li></ul><ul><li>Brand vs. Positioning </li></ul>
  10. 10. My|Phone has the highest speed with different prices Price vs. Model Matrix Price/Model Camera Type (SIM/s) Bluetooth + P 1000 + P 2000 + P 3000 + P 4000 +P 5000 TV
  11. 11. My|Phone unique positioning is shown in this competitive map Positioning vs. Brand Matrix Myphone Cherry China Phone Month of Quality Unlimited usage Appendant Devices Applications( Java) Camera Functions Nationwide coverage Stable signal Saving money
  12. 12. 4. My|Phone positions with differentiation <ul><li>The differentiation of My|Phone: </li></ul><ul><li>Only one mobile company able to put the pray in the cellphone </li></ul><ul><li>Philippines Map on the back of cellphone </li></ul><ul><li>that has designed of Noynoy Inaugural Phone </li></ul><ul><li>Dual –Sim card ports </li></ul>
  13. 13. 5a. Based on the data, My|Phone market share takes 8 percent <ul><li>Source: </li></ul><ul><li>http://mabuhaycity.com/forums/technology-electronics-gadgets/8624-rp-mobile-penetration-rate-seen-reach-147-a.html </li></ul>
  14. 14. 5a. Based on competitor’s data, mobile market is 20 millions up <ul><li>My|Phone are 1.4 million </li></ul><ul><li>Cherry Mobile are 1.1 million </li></ul><ul><li>China Phone are ? million </li></ul><ul><li>Another Main Brands are 20 millions </li></ul><ul><li>Total market: 1.4+1.1+?+40/50=20 millions up </li></ul>
  15. 15. 5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million Source: http://www.pinoyprogress.com/showthread.php?t=981&page=2
  16. 16. 5b. Based Company sales data, where My|Phone share is 8%, total market size is 1.4 million units owner <ul><li>Company sales data: My|Phone 1.4 units owner </li></ul><ul><li>The market share is 8% of the actual number of units owner. </li></ul><ul><li>Then total broadband market size is: 20 </li></ul><ul><li>Million units owner </li></ul>
  17. 17. 5. Concluded that cellphone market is 20 millions up <ul><li>Competitor data= 20million </li></ul><ul><li>Company data = 1.4 million </li></ul>
  18. 18. The Marketing Mix Strategy Part 2: Steps 6 to 10
  19. 19. 6a. My|Phone categoried is dominated by 3 major brands
  20. 20. 6b. Product Description <ul><li>My|Phone – the first and only Filipino mobile phone brand that offers dual SIM mobility – grew from a favor for friends to try out a local mobile phone brand in an attempt to join the playing field of established international giants. Three years down the line, My|Phone has proven to be a definitive contender in the Philippine mobile phone landscape, consistently averaging significant sales figures. The response has driven My|Phone to continuously strive to develop better phones at much affordable prices. </li></ul>
  21. 21. 7. My|Phone promo sales with Sun Cellular
  22. 22. 8a. Promo: The first Music Album Phone
  23. 23. 8b. Cherry and China Phone
  24. 24. 9. My|Phone is distributed nationwide in its dealer counter and another channel sale <ul><ul><li>Any of Mobile Dealers in the Malls </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>Pick-up by customers </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  25. 25. 10. The generic winning strategy of My|Phone is differentiation <ul><li>My|Phone main strategy is product differentiation. </li></ul><ul><li>It satisfies all needs of different users: light user, heavy user, and music users. It is helpful to enlarge market share. </li></ul><ul><li>It has excellent products with additional functions . </li></ul>
  26. 26. SUMMARY
  27. 27. 5 Steps for Part 1 (PTM and Positioning) <ul><li>My|Phone is tagged as &quot;Pinoy Phone“. </li></ul><ul><li>Who want to get Internet anytime and anywhere with fast speed </li></ul><ul><li>Can choose Cherry Mobile or China Phones </li></ul><ul><li>Gap is My|Phone the one with low prices but the good quality </li></ul><ul><li>Near 1 Million buyer in 2010 </li></ul>
  28. 28. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Globe Tattoo Broadband Postpaid </li></ul><ul><li>Promo sales </li></ul><ul><li>Uses TV, Print ad, radio, Posters, Billing inserts and events </li></ul><ul><li>Nationwide dealerships </li></ul><ul><li>Uses a differentiation strategy to win </li></ul>
  29. 29. 10 STEP Marketing Plan for My|Phone Zhu,Chaofan (James) February 2011

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