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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
4
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
39
10 STEPMarketing Plan for SUN CELLULAR Network Services
Mary Rose R. MendozaOctober 2010