MarketingPlan-Rgwenceslao-SUNCellular

10 STEP
Marketing Plan for
Digitel Mobile Philippines, Inc.
(DMPI) – SUN Cellular

Ronald Patrick G. Wenceslao
May 2011

rgwenceslao.blogspot.com

Disclaimer
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.

Steps 1 to 5

Sun Cellular - PTM and Market
1. SUN Cellular‟s PTM, are individuals ranging from
13-40 years old
2. Maximize mobile services usage (24/7) within a
budget.
3. Smart and Globe are alternatives
4. Other telecommunications company offering
cheap rates for calls, texts and data but not
cheap enough to compete to a Sun-Sun
transaction rate.
5. 80 M ++ is the total market as of end of 2010
(http://www.itu.int/ITU-
D/ict/newslog/Mobile+Penetration+Rate+Reaches+The+Mark+Of+75+At+200
8end+Philippines.aspx )


Steps 6 to 10

Sun Cellular - Marketing Mix
and Strategy
6. Text, calls and data services
7. More affordable compared to
competitor offers
8. ATL, BTL and digital
9. Nationwide coverage but
priority in Metro Manila
10. Low cost and market niche
focus


PTM in Details

Description Age SEC

13-40
• Techy savvy keen to embrace and explore new A, B, C
technologies and services as soon as available

• Social climbers, „always on‟ professionals or the 15-40
A, B, C
professionals of tomorrow who must have the right
brand
30+
• Urban family leaders with regular simple A, B, C
communication needs to fulfil their various roles in
society
13-25
• Students pursuing socio economic advancement. C,D
Tech aware with growing communication needs,
limited by budget
18+
• Employees, mainly urban, have basic C,D
communication needs and apply a budget to usage


Maslow‟s Theory

– Becoming

– Subsistence, Belonging

Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


Sun Cellular Users‟ needs,
wants & demands
Needs: being connected when needed; fast and
reliable communication medium

Wants: unlimited services on a flat rate
charging model

Demands: stay connected longer, cheaper
rates; more comfortable loading process


Sun Cellular Competitors and
Variables
Direct competitors (excluding sub-brands like Red,
Tnt and TM to make it simplier):
- Globe
- Smart

Indirect competitors:
- Skype (VoIP), SNS (Facebook, Twitter), Messaging applications (BBM,
Yahoo!, etc.), Internet shops, SkyBroadband, WiTribe, BanyanTel

Variables
- Products and services set, price, coverage, promos, convenience,
branding, availability, loading stations


Sun Cellular Competitive Position
Map- Price vs Coverage
as of 2011

Coverage
Sun - Less than 7000
Concentrated Expanded Nationwide cell sites
(http://www.suncellular.com.
ph/about_us.php)
Low
Globe Telecom - 3,000 3G
Sun
and 900 WiMax sites in
addition to 60,000 regular
Globe Smart cellular sites (http://www.abs-
Price Medium cbnnews.com/business/01/26/10/
globe-telecom-put-2000-
additional-sites-3g-wimax)

High


as of 2011
Local Teleco Companies‟
Benefit Positioning vs. Brand Map
Benefit Positioning vs. Brand Matrix

Sun Globe Smart
Low pricing
Permanent Unli texts
Permanents Unli calls
Good coverage
Mobile Internet
Promos
Customer Support
Unlimited data plans
Broadband services
High-Speed Internet
Loading stations


4. Identify the gap between
customers and competition

Marketing opportunity is to attract more and more users and widen
its niche.

Sun doesn‟t cater those in the provinces where there is no Sun
signal yet.

If Sun can beef up its network infrastructure to give better service,
wider coverage and more value to its subscriber base then it
will, in the long-run, gain more user activations.


Total Market Segmentation
(Subscriber Base)

Number of
Company Subscribers

Sun 18 million

Globe 25 million

Smart 45 million


Sun Cellular‟s Company Data

% contribution to Digitel Group
revenues
# of cell sites
Wireline services 21%
7000 +
Data and internet 5%
Wireless services 74%

# of Est. market
Subscribers share
Postpaid 1.5 Million 46%
Prepaid 16.3 Million 18%


Philippines Market Trends


SUN Cellular Load Promos


SUN Cellular Text Promos


SUN Cellular Handset Promos


SUN Cellular Data and
Broadband Promos


SUN Cellular Call + Data Promos


Globe My Super Plan


Globe My Super Circle Plan


Globe My Super Surf Plan


Globe Data Offers


Globe Call Offers


Globe Texts Offers


Smart Gold‟s Quattro Plan


Smart‟s Mobile Internet Offers


Smart Buddy All Text Combo


Smart Buddy Mobile Internet


Smart Buddy Other Offers


Smart Talk „N Text Offers


Telecommunication
Services
Prepaid – subscribers pays for load to be able to avail
telecommunication services
Postpaid – subscriber uses these services and then
pays after
Data (mobile browsing) – the use of a mobile
device‟s internet browser (includes content
downloads)
Broadband – a wireless internet connection having a
wide band of electromagnetic frequencies


Price: First Glance -
“Unlimited”
Own Network Other Networks
Calls Calls Access
Price Texts Texts Mobile Internet Keyword
(mins) (mins) Code
24/7 Call & Text 30 minutes (1 day
Php 25 Unli Unli 0 10 CTU 25 247
Unlimited valid)
SUPERUNLI Call &
Php 25 Unli Unli 0 0 0 SUPER25 8888
Text
SMARTTALK Unli Call
Php 25 Unli Unli 0 0 0 UNLI25 6406
& Text

• Sun has 30 minutes free mobile internet
• Sun has the shortest keyword (easy recall)
• Sun has a 3 digit access code but
Globe has better with 8888.

Price: Personal Analysis
• Very active competition
• Adaption to rates (going down hill)
• Wars used to be based on the
number of texts and minutes of calls
• Evolution to “unlimited”
• Currently, mobile internet is
the key to winning the battle


Modes Sun Cellular Uses


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.


SUN Cellular Corporate Site


SUN Cellular Shop and
Facebook Page


SUN Cellular Call and Text
Unlimited TV Commercial

Catches the
Filipino humor
by using local
jokes.

Highlights on
affordability by
using Php 5
coins.


Globe Corporate Site


Globe Store & Facebook Page


Globe Tatoo TV Commercial

TVC is heavy on
graphics. It
focuses on the
design and speed
of its product.

Very effective
persuasion.


Smart Corporate Site


Smart Wireless Center and
Facebook Page


Smart LTE (4G) Commercial

Live demonstration
in Boracay
Philippines.

Shows evidence of
speed.

Also an effective
persuasion.


Smart 2011 TV Commercial


Product Availability

 Basically everywhere you go in the Metro
 Nationwide but heavily concentrated still in
central business districts like Metro Manila,
Davao and Cebu
 Load cards, online transactions, load
transfers


Winning Strategy

Sun Cellular is dominant in
 Differentiation
 Niche

 Niche was originally the “secondary phone” and
evolved as the pioneer of unlimited mobile
operator provider. It initiated cheap and
affordable rates to the market. It also innovated
postpaid plans for families and enterprises.
These made Sun Cellular stand-out and make a
buzz.


Steps 1 to 5 - PTM and market
1. SUN Cellular‟s PTM, are individuals ranging from
13-40 years old
2. Maximize mobile services usage (24/7) within a
budget.
3. Smart and Globe are alternatives
4. Other telecommunications company offering
cheap rates for calls, texts and data but not
cheap enough to compete to a Sun-Sun
transaction rate.
5. 80 M ++ is the total market as of end of 2010
(http://www.itu.int/ITU-
D/ict/newslog/Mobile+Penetration+Rate+Reaches+The+Mark+Of+75+At+200
8end+Philippines.aspx )


Steps 6 to 10

Summary headline of the
marketing mix & strategy
6. Text, calls and data services
7. More affordable compared to
competitor offers
8. ATL, BTL and digital
9. Nationwide coverage but
priority in Metro Manila
10. Low cost and market niche
focus


MarketingPlan-Rgwenceslao-SUNCellular

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