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rgwenceslao.blogspot.com
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
http://markmasuncell.blogspot.com/
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.
Disclaimer
http://markmasuncell.blogspot.com/
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
Steps 1 to 5
Sun All you can! Plan
http://markmasuncell.blogspot.com/
6. Sun Cellular communication services
7. Most service provided for Money
8. Promotions
9. Gen Trade & Key accounts
10. Low Cost Provider
Steps 6 to 10
Sun All you can! Plan
http://markmasuncell.blogspot.com/
STEP 1:
Describe the primary target market
(PTM)*
Description Age
• Techy savvy keen to embrace and explore new technologies and services as soon as available
• Social climbers, „always on‟ professionals or the professionals of tomorrow who must have the right brand
• Urban family leaders with regular simple communication needs to fulfil their various roles in society
• Students pursuing socio economic advancement. Tech aware with growing communication needs, limited by budget
• Employees, mainly urban, have basic communication needs and apply a budget to usage
13-40
15-40
30+
18+
13-25C,D
C,D
A, B, C
A, B, C
A, B, C
SEC
http://markmasuncell.blogspot.com/
STEP 2:
Describe your PTM needs
6
Self-Actualization Needs
(Self-Development &
Realization)
Esteem Needs (Recognition, Status)
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
Acceptance of the facts, creativity and spontaneity
The need of belongingness and acceptance
http://markmasuncell.blogspot.com/
Sun cellular PTM’s needs
and wants
Needs: To belong, They will do anything possible to feel welcome 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, affordable price and competitive edge among its competitors.
http://markmasuncell.blogspot.com/
Sun cellular PTM’s
demands
Demand : 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/
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/
3b. Globe leads the high end post
paid market while Smart dominates
pre-paid
Sun Regular
Price/ Status Matrix
A B C D
High price
Low Price
SUN ELITE
Smart Buddy
Super Plan
TouchMobile
Social Status vs. Age Matrix
as of 2011
Globe Platinum
Talk & Text
Smart Gold
Red Mobile
Smart Infinity
Globe Pre-paid
Sun Pre Paid
http://markmasuncell.blogspot.com/
STEP 4b: Smart diversified
product line
Benefit Positioning vs. Brand Matrix
Harder to stand out amidst the competitive clutter.
http://markmasuncell.blogspot.com/
4. State of the industry:
Cell phone penetration at 96%
The Philippines, with a population of only 89 million, has now atotal 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)
http://markmasuncell.blogspot.com/
4. Philippine Mobile Telecom
Industry ruled by 3 players
http://markmasuncell.blogspot.com/
4. Market Opportunity of 82%
Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)
Smart
Globe
Sun
http://markmasuncell.blogspot.com/
4. NWD not addressed:
Sun: Signal strength, Brand Value, Financial Services
Industry: GPS
Opportunities
http://markmasuncell.blogspot.com/
STEP 5a: Network’s Philippine Market
Share
http://markmasuncell.blogspot.com/
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.
Sun’s Market Size
http://markmasuncell.blogspot.com/
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.
STEP 6: Sun’s Product
Description
http://markmasuncell.blogspot.com/
Sun Prepaid
http://markmasuncell.blogspot.com/
Sun Postpaid
http://markmasuncell.blogspot.com/
Sun Broadband
http://markmasuncell.blogspot.com/
Call and Text Rates
Globe
Prepaid Rate
Sun Prepaid
Rate
Smart
Prepaid
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
Comparison of Call and Text Rates
STEP 7: Price
Pricing strategy used: Penetration pricing
http://markmasuncell.blogspot.com/
Modes Sun Cellular Uses
http://markmasuncell.blogspot.com/
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/
SUN Cellular Corporate Site
http://markmasuncell.blogspot.com/
SUN Cellular Shop and
Facebook Page
http://markmasuncell.blogspot.com/
SUN Cellular Call and Text
Unlimited TV Commercial
Catches the Filipino humor by using local jokes.
Highlights on affordability by using Php 5 coins.
Sun Call and Text Commercial
http://markmasuncell.blogspot.com/
Globe Corporate Site
http://markmasuncell.blogspot.com/
Globe Store & Facebook Page
http://markmasuncell.blogspot.com/
Globe Tatoo TV Commercial
TVC is heavy on graphics. It focuses on the design and speed of its product.
Very effective persuasion.
Globe Tatoo Commercial
http://markmasuncell.blogspot.com/
Smart Corporate Site
http://markmasuncell.blogspot.com/
Smart Wireless Center and
Facebook Page
http://markmasuncell.blogspot.com/
Smart LTE (4G) Commercial
Live demonstration in Boracay Philippines.
Shows evidence of speed.
Also an effective persuasion.
Smart LTE (4G) in Boracay
http://markmasuncell.blogspot.com/
Smart 2011 TV Commercial
SMART's 2011 TVC
http://markmasuncell.blogspot.com/
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.
http://markmasuncell.blogspot.com/
Sun Cellular also have Sun Shop
strategically placed wherein
subscriber can easily go to.
http://markmasuncell.blogspot.com/
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 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
http://markmasuncell.blogspot.com/
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
Steps 1 to 5
Sun All you can! Plan
http://markmasuncell.blogspot.com/
6. Sun Cellular communication services
7. Most service provided for Money
8. Promotions
9. Gen Trade & Key accounts
10. Low Cost Provider
Steps 6 to 10
Sun All you can! Plan
rgwenceslao.blogspot.com
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