1

10 STEPMarketing Plan for SUN CELLULAR Network Services

Mary Rose R. MendozaOctober 2010

5 Steps for Part 1(PTM and positioning)

1. Sun Cellular PTM are individuals and groups (teens, young professionals, families)

2. Who want more affordable and efficient means of communicating and keeping in touch with loved ones and stay connected 24/7

3. Can choose Smart, Globe, and other telecom networks

4. Gap is all other brands offer unlimited text messaging and calls and mobile net services but do not offer longer validity periods and no expiration of loads, thus serves more value for money to customers

5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market

5 Steps for Part 2(Marketing Mix & Strategy)

6. Prepaid unlimited text messaging and calls and mobile net services

7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services

8. Uses TV, events, promos, print ads, billboards, web site

9. Has nationwide distribution and coverage

10. Uses niche and low-cost approaches to win

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.SUN PTM are Teens and Young Professionals

Demographics (13-24, M/F, social class ABCD, single/married)

Lifestyle (studying, working professionals, engaging in businesses, multitasking personal and career matters, always on the go)

Behavior (active, expressive, values building personal relationships)

I need to belong and beaccepted

I need to develop and realize my relationship potentials

2. SUN PTM’s NWE

Teens and Yuppies need*To belong (social) in a larger group, and engage in

activitiesthat would help build their Self-Esteem, and enable them

for Selfactualization

Teens and Yuppies choose Globe because of its*Product offerings, promos, price, credibility &awareness of the company, brand;

2. SUN PTM’s NWE

Teens and Yuppies expect that when they use Globe they will be

able to have*More frequent communication with friends, families andloved ones thru unlimited text messaging and calls and

mobileinternet; attend promptly to their business and

professionalresponsibilities; more affordable and efficient means of

stayingconnected and building personal and businessrelationships;

3a. SUN has many strong competitors

Direct: Smart, Globe, Talk & Text, TM, Red Mobile

Indirect: Internet Shops, Landline phones, Post mail

Variables: Product/Service Features, Price, Promos, Availability and Convenience of use, Age, Brand

Globe is #2 medium-high priced product for 13-40yrs

Price vs. Age Matrix

Price/Age 0-13 13-24 25-37 37-49 50-up

High

Medium

Low

SUN

SMART

T&TRED

TM

GLOBE

Globe’s unique positioning is shown in this competitive map

Many competitors unlimited texts and calls services but not in a cellphone/landline in 1

Positioning vs. Brand MatrixPositioning/Brand SMART GLOBE SUN T&T TM RED

Low-Price            

Longer Load Expiration & Validity            

Unlimited Text            

Unlimited Calls            

Unlimited Calls and Texts            

Cellphone and Landline in 1            

Postpaid Plan            

Broadband Services            

Financial Services            

Mobile Internet Services            

The Philippines’ Telecom Industry is Ruled Over by 3 Major Network Brands

SUN’s DIRECT & INDIRECT COMPETITORS

DIRECT COMPETITORS DIRECT COMPETITORS

Market Size based on Competitor Data

Telecom Number of Subscribers

Smart Telecom 46.6 million

Globe Telecom 23.25 million

Sun Cellular 17.36 million

Market Size based on Consumer Data

TECHNOLOGY AND INFRASTRUCTURE

STATISTICS

Mobile phone subscribers (2008)

68,101,808.0

Fixed line and mobile phone subscribers (per 100 people) (2008)

79.7

Personal computers (per 100 people) (2006)

7.2

Internet users (per 100 people) (2007)

6.0

Technology and infrastructure

Market Size based on Company Data

SUN Product Description

Prepaid – account that requires its owner to purchase call credit before services can be used;

Postpaid – customers are billed for their use of a carrier's services on a monthly basis, based on either the terms of a contract or on the amount of services they have used;

SUN Product Description

Mobile Internet – allows customers to access internet applications and browsers;

Downloads – includes downloadable games, music, movies, wallpapers, etc.

Sun Prepaid

Call and Text Promos

Sun Postpaid

Postpaid Promos

Sun Mobile Internet

Mobile Internet Promos

Globe Prepaid

SuliTxt15Unlimited texts for one whole day

Super Unli 25Unlimited calls & texts to Globe/Tattoo/TM for one whole day

Super Unli 1507 days of unlimited texting AND calling to Globe/TM

Call and Text Promos

Globe Prepaid

TxtOthers 2040 text messages to other networks for 1 day

P10/3Make a lengthy 3 minute call

Sakto CallsTo-the-cent charging with Sakto Calls and Sakto Calls Sunday

Call and Text Promos

Globe Prepaid/Postpaid

DuoMobile and landline in one on both pre-paid or post-paid.

Super DuoWith widest unlimited mobile-to-landline call service plus unlimited calls to any Globe/TM mobile phone nationwide.

Call and Text Promos

Globe Postpaid

My Super PlanA Flexible Plan that gives unlimited texting, calling and surfing to subscribers.

My Fully Loaded PlanA Fully Loaded Plan with amazing freebies & handsets and a postpaid that is completely consumable.

Postpaid Promos

Globe Mobile Internet

UnliChat+Chat using Yahoo! Messenger

Mobile TwitterTweet away whenever, wherever! Surf All DayGet unlimited access to your favorite mobile site

UnliMailAllows you to check your inbox and answer important mails

Facebook MobileFREE unlimited Facebook notifications on ANY phone

Mobile Internet Promos

Smart Promo

Call and Text Promos

Smart Promo

REGISTER AND GET A CHANCE TO WIN A BRAND NEW

HYUNDAI i10 CAR OR P500 LOAD WITH SMART BUDDY!

LET'S PLAY

Events

Rewards

Raffle

Smart Postpaid

Postpaid Promos

Smart Mobile Internet

Mobile Internet Promos

Product Description Validity Price

Call&Text Unlimited 450

Unlimited Sun-to-Sun Calls and Texts, preloaded with P50 regular load 30days PhP450.00

Call&Text Unlimited 150

Unlimited Sun-to-Sun Calls and Texts, preloaded with P25 Regular load 7days PhP150.00

Call&Text Unlimited 100

Unlimited Sun-to-Sun Calls and Texts 5days PhP100.00

Call&Text Unlimited 25

Unlimited Sun-to-Sun Calls and Texts 1 day PhP25.00

Price – SUN Call & Text Unlimited

Price – SUN Text UnlimitedProduct Description Validity Price

Text Unlimited 150

Unlimited Sun-to-Sun Text, preloaded with 4 free hours voice calls 30 days PhP150.00

Text Unlimited 50

Unlimited Sun-to-Sun Text, preloaded with 1 free hour voice calls 7 days PhP50.00

Text Unlimited Lite 20

Unlimited Sun-to-Sun Text only 2 days PhP20.00

Daylite 100

Preloaded with P30.00 Regular Unlimited Sun-to-Sun Calls from 12 midnight to 6 pm. P0.25/min Sun-to-Sun Calls from 6:01 pm to 11:59 pm and unlimited Sun-to-Sun Texts All Day, All Night. 7 days PhP30.00

Price – SUN Postpaid

SUN Call & Text Rates

PREPAID i-TextVoice Rates (per minute)  Sun to Sun P5.50Sun to other mobiles P6.50Sun to landline P6.50NDD P10.00

IDDAs low as

$0.10*/minText Messages  Sun to Sun P0.50Sun to other mobiles P1.00

International SMS P1.00*

Distribution Network

SUN products are available nationwide through distribution channels such as Globe distributors & retailers in the form of stores/outlets (SUN Shops) located in malls, Sun Xpressload available in MLhuillier outlets nationwide;

Winning Strategy

SUN products is the pioneer in the unlimited call & text services and has since offered those as products and not just promos;

It has started to create a niche in the market of telecom industry and though matched with similar services, has continued to strive through lower-cost and permanent offerings;

5 Steps for Part 1(PTM and positioning)

1. Sun Cellular PTM are individuals and groups (teens, young professionals, families)

2. Who want more affordable and efficient means of communicating and keeping in touch with loved ones and stay connected 24/7

3. Can choose Smart, Globe, and other telecom networks

4. Gap is all other brands offer unlimited text messaging and calls and mobile net services but do not offer longer validity periods and no expiration of loads, thus serves more value for money to customers

5. The market size is about 87 million. Sun Cellular captures about 17 million of prepaid subscribers market

5 Steps for Part 2(Marketing Mix & Strategy)

6. Prepaid unlimited text messaging and calls and mobile net services

7. Is relatively at par with competitors’ pricing in unlimited text messaging and calls and other services

8. Uses TV, events, promos, print ads, billboards, web site

9. Has nationwide distribution and coverage

10. Uses niche and low-cost approaches to win

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10 STEPMarketing Plan for SUN CELLULAR Network Services

Mary Rose R. MendozaOctober 2010