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10 STEP Marketing Plan for myphone(Zhu,chaofan)
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1
10 STEPMarketing Plan for My|Phone
Zhu,Chaofan (James)February 2011
5 Steps for Part 1 (PTM and Positioning)
1. My|Phone is tagged as "Pinoy Phone“.2. Who want to get Internet anytime and
anywhere with fast speed3. Can choose Cherry Mobile or China
Phones4. Gap is My|Phone the one with low
prices but the good quality 5. Above 1.4 Million buyer in 2010
5 Steps for Part 2(Marketing Mix & Strategy)
6. Globe Tattoo Broadband Postpaid
7. Promo sales 8. Uses TV, Print ad, radio,
Posters, Billing inserts and events
9. Nationwide dealerships10. Uses a differentiation
strategy to win
4
Positioning to the Primary Target Market
Part 1:Steps 1 to 5
1.My|Phone primary target market (PTM) is tagged “Pinoy Phone”
Demographics (All ages, M/F, social class AB and upper C, single/married)
Lifestyle (study, working, connect friends and family anytime wherever)
Behavior (anytime and anywhere, non-stop call and texts)
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
Gen Ys needTo belong (social), Self-Esteem, Self actualization
Gen Ys choose My|Phone over than another brands because of ….
Low-price, full of functions, designs and credibility& awareness of company, brand, value and function
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.
3a. My|Phone has many formidable competitors
Direct: Cherry Mobile and China Phone
Indirect: Nokia, Motorola, LG, Samsung,
Iphone
Variables: Price, Quality, packaging, specific use, signal, brand, function, coverage
3b. Competitive Position Map
1. Price vs. Model2. Brand vs. Positioning
My|Phone has the highest speed with different prices
Price/Model Camera Type
(SIM/s)Bluetooth
+ P 1000
+ P 2000
+ P 3000
+ P 4000
+P 5000
Price vs. Model Matrix
TV
My|Phone unique positioning is shown in this competitive map
Myphone
Cherry China Phone
Month of Quality
Unlimited usage
Appendant Devices
Applications( Java)
Camera
Functions
Nationwide coverage
Stable signal
Saving money
Positioning vs. Brand Matrix
4. My|Phone positions with differentiation
The differentiation of My|Phone: Only one mobile company able to put
the pray in the cellphone Philippines Map on the back of
cellphone that has designed of Noynoy Inaugural
Phone Dual –Sim card ports
5a. Based on the data, My|Phone market share takes 8 percent
Source: http://
mabuhaycity.com/forums/technology-electronics-gadgets/8624-rp-mobile-penetration-rate-seen-reach-147-a.html
5a. Based on competitor’s data, mobile market is 20 millions up
My|Phone are 1.4 million Cherry Mobile are 1.1 million China Phone are ? million Another Main Brands are 20
millions Total market: 1.4+1.1+?
+40/50=20 millions up
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
5b. Based Company sales data, where My|Phone share is 8%, total market size is 1.4 million units owner
Company sales data: My|Phone 1.4 units owner
The market share is 8% of the actual number of units owner.
Then total broadband market size is: 20
Million units owner
5. Concluded that cellphone market is 20 millions up
1. Competitor data= 20million
2. Company data = 1.4 million
18
The Marketing Mix Strategy
Part 2:Steps 6 to 10
6a. My|Phone categoried is dominated by 3 major brands
6b. Product Description
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.
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
Any of Mobile Dealers in the Malls Nationwide Pick-up by customers Cash and credit transaction
10. The generic winning strategy of My|Phone is differentiation
My|Phone main strategy is product differentiation.
It satisfies all needs of different users: light user, heavy user, and music users. It is helpful to enlarge market share.
It has excellent products with additional functions .
26
SUMMARY
5 Steps for Part 1 (PTM and Positioning)
1. My|Phone is tagged as "Pinoy Phone“.2. Who want to get Internet anytime and
anywhere with fast speed3. Can choose Cherry Mobile or China
Phones4. Gap is My|Phone the one with low
prices but the good quality 5. Near 1 Million buyer in 2010
5 Steps for Part 2(Marketing Mix & Strategy)
6. Globe Tattoo Broadband Postpaid
7. Promo sales 8. Uses TV, Print ad, radio,
Posters, Billing inserts and events
9. Nationwide dealerships10. Uses a differentiation
strategy to win
29
10 STEPMarketing Plan for My|Phone
Zhu,Chaofan (James)February 2011