jan kenneth obar 10 step marketing plan
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Jan kenneth obar 10 step marketing planTRANSCRIPT
The 10 Step Marketing Plan for Sun Cellular
Jan Kenneth M. ObarJune 2011
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
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 offered5. 177 Billion Peso Market
Steps 1 to 5
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
Steps 6 to 10
Sun All you can! Plan
1. Sun Cellular’s PTM are Students and Young Professionals
Demographics (13-29 yrs old, M/F, BCD, Single/Married)
Lifestyle (studying, engaged in small businesses, working professionals, based away from home, always on the go, socially active)
Behavior (daily phone conversations with social circle and business colleagues, at anytime of the day)
2. Sun’s PTM Needs
6
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
Need to be recognized
Need to belong and accepted
Influencing Buyer’s Bahavior
2. PTM’s needs, wants & demands
Needs: to belong to a social group, immerse themselves in activities that would aid in building their Self-esteem.
Wants: They are looking for the best value for money, reliable product, to have a brand worth being associated with.
Demands: The best value for money that enable them to stay in touch with their social and professional groups. (most usage per peso paid) Reliable product that can serve its purpose every time they require it.
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.
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
Touch Mobile
Social Status vs. Age Matrix
as of 2011
Globe Platinum
Talk & Text
Smart Gold
Red Mobile
Smart Infinity
Globe Pre-paid
Sun Pre Paid
4b. Smart diversified product line
Benefit Positioning vs. Brand Matrix
Harder to stand out amidst the competitive clutter.
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)
4. Philippine Mobile Telecom Industry ruled by 3 players
4. Market Opportunity of 82%
Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)
Smart
Globe
Sun
4. NWD not addressed: Sun: Signal strength, Brand Value, Financial Services
Industry: GPS
Opportunities
5a. Market Share by revenue
Sources: www.site.globe.com.ph / www.pldt.com.ph / www.digitel.com.ph
Smart
Globe
Sun
5b. market size using customer data
Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com)
Smart
Globe
Sun
5. Philippine Telecom Market Size
Based on actual data, totaling the revenue of Smart, Globe and Sun the total industry size is 177.2 Billion pesos.
6a. Product Category
6a. How Sun Cell looks vs. Competitors
Direct Competitors Indirect Competitors
6b. SUN Product line
6b. Competitors Product line
8a. Mode of Communication Most used
1. Advertising
2. Sales Promotion
3. Interactive Marketing
4. Events & Experiences
8a. SUN Promos
8b. Globe and Smart Pomos
Gen TradeKey Accounts
9. Gen Trade & Key Account Channels
10. Expand services offered while maintaining the most value for money preposition
Winning strategy: Low Cost ProducerPast Wins: Sun has pioneered the unlimited call and txt services in the country. As a result, changed the entire industry. This is evidenced by Globe and Smart’s reaction to Sun Cellular’s existence (lowered call and text rates and eventually offered the same unlimited services).
Overcoming the future: Sun has to be updated with the latest service offerings of the competitor and have foresight on the current trends in technology that can be added to their existing services.
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 offered5. 177 Billion Peso Market
Steps 1 to 5
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
Steps 6 to 10
Sun All you can! Plan