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Similar a Dream Team | 11-P Marketing Plan | POWERPOINT
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Dream Team | 11-P Marketing Plan | POWERPOINT
- 1. 11-P Marketing Plan A M A D E O - ANTONIO - MANAOIS - R I L L O - TANAMOR v92 Marketing M a n a ge ment - Ateneo Graduate School of Business G L O B E P R E P A I D SIM R E G I STR ATI ON S E R V I C E
- 2. OUTLINE 1. Profile of PTM: G e n Zs, those between 18-23 years old; both subscribers (smartphone a n d non- s m a r tp hon e users) and n o n - subscribers; 4 0 % of the total P H population 2. Problem: All-time h i g h proliferation of s c a m s a n d s p a m 3. Present Choice: Either d o n o t h i ng or report to the authorities 4. Proposition (USP): Globe g o t the users covered. It offers a secured online experience while k e e p i n g the best times g o i n g (through perks, rewards, a n d promos) 5. Positioning Map - Globe’s major points of differentiation are more affordable a nd flexible promos, higher mobile data offers, offering of perks, points, a n d rewards 6 . P e s o Market size is P876,000,000 for freebie availment
- 3. OUTLINE 7. Products: SIM C a r d Registration Microsite a n d B e s t C u s t o m e r Experience 8. Price: SIM C a r d Registration is F R E E of charge; Retail price of a Globe SIM c a r d is P H P 5 0 9. Place: Globe website, Globe physical stores, Assisted registration in malls a n d G L O B E O N E a p p 10. Promo: via S M S blast, trade materials (i.e., flyers, pull-u p banners, tent cards, a m o n g others), digital ads, TV/radio 11. Panalo W i n n i n g Strategy: Differentiation strategy f o c u se d on offering m o r e affordable a n d flexible promos, h i g h e r mobile data offers, perks, points, a n d rewards to the G e n Z population
- 4. 1 PRIMARY TARGET MARKET: PROFILE: O n prepaid SIMs: 87M existing Globe subscribers, with 10M who are on basic/feature phones needing assisted registration
- 5. 1 PRIMARY TARGET MARKET: PROFILE: T H E GENERATION Z: They are clever but always grounded on reality. They look forward to starting #adulting but feel they’ve been robbed of some milestones along the way. They are confident with their wits and skills to take charge of their lives and make the world better. For the marketing plan: Those who are 18 to 23 years old; both Globe subscribers (smartphone and non-smartphone users) and non-subscribers. They comprise 40% of the total P H population.* *https://pana.com.ph/fyeo/materials/Engaging%20Generation%20Z_PANA%20.pdf
- 6. 1 PRIMARY TARGET MARKET:
- 7. 2 W H A T IS T H E P R O B L E M ? 37% of online users in the Philippines reported some form of cyberattack in 2020 At least 73% of consumer information from MSMEs is lost to attackers, higher than 56% across Asia-Pacific Source: Cybercrime Investigation and Coordinating Center All time high proliferation of SCA MS and SPAM
- 8. 3 C U R R E N T SOLUTION: 1. D O NOTHING I always receive several scam messages such as “Thanks for your interest in our raffle, here’s your 10,000 cashback” But I just ignore them. 2. R E P O R T TO T HE AUTHORITIES Report: Take a screenshot of the text scam message with the mobile number of the sender and report it to the N TC through the following steps: Complaints may be submitted through email at kontratextscam@ntc.gov.ph.
- 9. 4 UNIQUE S E L L I N G P R O P O S I T I O N Globe provides a safe and easy registration process. If you are a new subscriber, you get additional 20GB F R E E data. Globe, through its microsite, is working to make the digital space S A F E for Filipinos. TAGLINE: G L O B E Got you COVERED! REGISTER your Globe Prepaid SIM to keep the BE S T times GOING. #AlagangGlobe
- 10. 5 POSITIONING MAP: 2x2 More Secured Less Secured Higher Priced Data Promos More Affordable and Flexible Data Promos SECURITY VS. AFFORDABILITY
- 11. 5 POSITIONING MAP: B E N E F I T S Benefits Matrix Globe Smart DITO Points of Parity Registration through website (3-step registration process) Registration through app Welcome, digital and recurring freebies Safe and hassle-free registration process Secured customer data/information On-site assisted registration Point of Differentiation More affordable promos More flexible promos and higher mobile data offers Enjoy perks, earn points, earn rewards
- 12. 6 P E S O M A R K E T SIZE: Computation for the Peso Market Size Existing Globe subscribers 87,600,000 PTM, Gen Z users (40% of total Globe subscribers)* 35,040,000 With welcome freebie** P50 Gen Z users that will avail of the welcome freebie*** 17,520,000 Market Size in Peso P876,000,000 *refer to PTM, Slide 2 **refer to Price, Slide 19 ***assumption is half of the PTM population
- 13. 7 PRODUCT: SIM C A R D REGISTRATION MICROSITE 1. 3-S T E P Registration 2. Easy access via link 3. Customer Service support via Globe stores 4. Assisted registration in malls 5. Free u p to 20GB when you register – new subscribers 6. Enjoy more rewards and promos
- 14. NOTE: For minors,the parent or legal guardian will register new.globe.com.ph/simreg 1 1. Turn on/enable your mobile data 2. Visit the registration portal a. Link: new.globe.com.ph/simreg b. Get link via SMS Welcome Message c. Social media campaigns 8080 Welcome new Globe / TM subscriber! Ayon sa SIM Registration Act, kailangan nang i-register ang iyong prepaid SIM para patuloy ang paggamit nito. Madali lang mag-register! Visit new.globe.com.ph/simreg and fill out the online registration form. Remember to upload a copy of your valid government ID. Register na para ma-activate ang iyong call, text, and data services at maging safe ang mobile use mo. 3. Enter the 10-digit mobile number (63xxx xxx xxxx) 4. Click the “Register” button to proceed 7 PRODUCT: Customer Experience
- 15. 5. Receive OT P SMS (OTP expires in 5 mins) 6. Enter OTP 7. Registration window will appear if the OTP validation is successful 8. Fill-out all the required fields (with asterisk) 9. Click “Next” button to proceed 7 PRODUCT: Customer Experience
- 16. 10. Select the Gov’t ID Type 11.Input the ID number 12. Click the first “Upload a photo” button to upload the scanned/soft copy if the valid ID 13. Click the 2nd “Upload a photo” button to upload the selfie picture of the subscriber 14. Click “Next” to proceed 1.Passport; 2.Philippine Identification; 3.Social Security Service ID; 4.Government Service Insurance System e-Card; 5.Driver's license; 6.National Bureau of Investigation clearance; 7.Police clearance; 8.Firearms' License to Own and Possess ID; 9.Professional Regulation Commission ID; 10.Integrated Bar of the Philippines ID; 11.Overseas Workers Welfare Administration ID; 12.Bureau of Internal Revenue ID; 13.Voter's ID; 14.Senior Citizen's card; 15.Unified Multi-purpose Identification Card 16.Person with Disabilities card VALID & UNEXPIRED GOVERNMENT IDs 7 PRODUCT: Customer Experience
- 17. 15. Read the Terms and Conditions and agree to proceed ● Marketing campaigns (optional) ● Agreement to share to Globe the customer’s personal data (optional) ● Attestation (mandatory) ● Globe Prepaid T&C (mandatory) ● Agreeing to all T&C 16. Click the “Submit” button to proceed with the registration process. 7 PRODUCT: Customer Experience
- 18. 17. Registration confirmation window will appear if the registration is successful together with the reference number 18. SMS message will be sent also to the registered subscriber 19. Customer will be able to use the SIM’s full telco services (Outgoing calls, sms and mobile internet to all sites and apps) 7 PRODUCT: Customer Experience
- 19. 8 PRICE: Retail Price of the SIM GLOBE TM SMART TNT DITO P50 P40 P40 P40 P75 Welcome Freebie Go50 5GB Unli All-net texts Valid for 3 days Claim via GlobeOne App 6GB (400MB/day FunAliw) 30mins allnet calls unli allnet texts 15 days 2GB 10min all net calls 100 all net texts 3 days 3GB unli all net texts unli intra calls 100 min all net calls 15 days Digital Freebies GigaLife: 2GB, 3 days 10 points Free Apple Music, 6 months NG1: 1GB FunAliw 10 Rewards points GCash: P10 GCash credits Recurring Freebie Go50 5GB Unli All-net texts Valid for 3 days 3 months; P300 reqt VIS/GMA: 1GB FB+ML, 7 days 3 months; P200 reqt NCL/SL/MIN: 1GB FunRaket, 7 days 3 months; P150 reqt T O P U P & GET: 7GB choice of Giga pack 100min all net calls 7 days P100 load within 7 days from activation SIM C a r d Registration is F R E E O F C H A R G E
- 20. 9 P L A C E : 1. G L O B E W E B S I T E 2. G L O B E S T O R E S W H E R E C A N I F I N D G L O B E SIM REGISTRATION?
- 21. 9 P L A C E : 3. A SSIST ED REGISTRATION IN MALLS 4. G L O B E O N E A P P
- 22. 10 PROMO: G L O B E SIM Registration is communicated via: 8080 Ayon sa SIM Registration Act, kailangan nang i-register ang iyong prepaid SIM para patuloy mong magamit ito. Madali lang mag-register! Visit new.globe.com.ph/simreg and fill out the online registration form. Remember to upload a copy of your valid government ID. Register na para mas safe ang mobile use mo. Please disregard this message if you have already registered. 1. SMS Blast 2. Trade Materials - Flyers, Pull-up Banners, Tent Cards
- 23. 10 PROMO: G L O B E SIM Registration is communicated via: 8080 3. Digital Ads 4. TV/Radio
- 24. 11 WINNING STRATEGY: P A N A L O - DIFFERENTIATION STRATEGY The Primary target are the Gen Z s who are heavy mobile data users and are most likely to avail of prepaid SIMs Focuses on providing a secured online experience while keeping the B E S T times going (affordable and flexible promos) Customers enjoy perks, earn points, earn rewards
- 25. SUMMARY 1. Profile of PTM: Gen Zs, those between 18-23 years old; both subscribers (smartphone and non-smartphone users) and non-subscribers; 4 0 % of the total P H population 2. Problem: All-time h i g h proliferation of s c a m s and spam 3. Present Choice: Either do nothing or report to the authorities 4. Proposition (USP): Globe got the users covered. It offers a secured online experience while keeping the best times g o i n g (through perks, rewards, and promos) 5. Positioning Map - Globe’s major points of differentiation are more affordable an d flexible promos, higher mobile data offers, offering of perks, points, and rewards
- 26. SUMMARY 7. Products: SIM Card Registration Microsite a n d Best Customer Experience 8. Price: SIM Card Registration is F R E E of charge; Retail price of a Globe SIM card is P H P 5 0 9. Place: Globe website, Globe physical stores, Assisted registration in malls a n d G L O B E O N E app 10. Promo: via SMS blast, trade materials (i.e., flyers, pull-up banners, tent cards, a m o n g others), digital ads, TV/radio 11. Panalo W i n n i n g Strategy: Differentiation strategy focused on offering more affordable a n d flexible promos, higher mobile data offers, perks, points, a n d rewards to the Gen Z population
- 27. 11-P Marketing P l a n A M A D E O - A N T O N I O - M A N A O I S - R I L L O - T A N A M O R v 9 2 Marketing M a n a g e m e n t - Ateneo Graduate School of B u s i n e s s G L O B E P R E P A I D SIM R E G I S T R A T I O N S E R V I C E Pau SM Yvonne Shiela Juan
Notas del editor
- Good day, everyone! We are the Dream Team of the Ateneo Graduate School of Business, v92 Marketing Management Class and we will be discussing on the 11-P Marketing Plan for the Globe Prepaid Sim Registration Service. As everyone would already know, GLOBE is one of the largest telecommunications company in the Philippines that provides digital wireless communication services nationwide under the "Globe Postpaid", "Globe Prepaid", and "TM" brands using a fully digital network. It also offers domestic and international long distance communication services or carrier services. This Marketing Plan will focus on catering to the Globe Prepaid subscribers. https://edge.pse.com.ph/companyInformation/form.do?cmpy_id=69
- To begin, let us first see the outline of the presentation. [click] The 1st component of the 11-P is the Profile of the Primary Target Market. The PTM are the Generation Zs or Gen Zs; those between 18-23 years old, and may either be a subscriber (either using a smartphone or a non-smartphone user) or a non-subscriber, meaning, may be using a different telcom network, or does not have any network at all at present. [click] Moving on, we, including the PTM, have experienced the all-time high proliferation of scams and spam in all sorts (particularly via text messaging). This is our second P. [click] 3rd P is the present choice or solution to the problem, is either to do nothing or report it to the appropriate authorities [click] 4th is the Proposition or the USP, that is - Globe got the users covered. It offers a secured online experience while keeping the best times going (through perks, rewards, and promos) [click] 5th P is the positioning map where it will show that while there are several points of parity between its competitors, Globe’s major points of differentiation are: more affordable and flexible promos, higher mobile data offers, offering of perks, points, and rewards [click] The 6th P is the peso market size which is at 876 million pesos.
- [click] Moving on, we are now on the marketing mix or the 4 Ps starting with Products, which, in our case, is the SIM Card registration microsite and the customer experience that Globe is offering. [click] 8th is the Price which tells us that SIM Card registration is free of charge and that the retail price of a Globe sim card is 50 pesos. [click] 9th P is the Place where customers can avail of the product or experience the SIM Registration service. It can be via the Globe website, their physical stores, through assisted registration in malls, and via the GLOBEONE mobile app. [click]s Promo, where Globe communicates via SMS blast, trade materials, digital ads, and/or TV/rafio [click] Finally, the 11th P is the Panalo Winning Strategy that is through Differentiation. Globe’s strategy is to focus on offering affordable and flexible promos, higher mobile data offers, perks, points, and rewards to its PTM, the Gen Z population.
- We now begin going deeper by looking into the profile of our primary target market. As of November 2022, [click] Globe Prepaid has 87 million subscribers, 70% of which are smartphone users. [click] 10 million of the total Globe Prepaid market are non-smartphone users and would need assistance in the SIM Registration process. From Globe Database
- The Gen Zs are those between the ages of 18 to 23 years old. They are known to possess confidence, having unique wits and skills to take charge of their lives and wants to make a change for the world. For the marketing plan, we specify them to be both Globe subscribers who may be a smartphone or a non-smartphone user, and non-subscribers who either use a different telco network, or is not registered to any at all. They comprise 40% of the total PH population based on statistics.
- Further description of the Gen Zs characteristics are: They are more global/educated with how the world is because of social media,// they are focused more on expressing their individuality,// and because of the increase in choices,/ they demand more and better things from the brands they consume. (Source: https://healthmatch.io/blog/the-gen-z-mental-health-wave-what-is-causing-the-surge)
- Now we go to the next P which is the Problem. [click] We all know that all time high proliferation of scams and spam is indeed prevalent nowadays. Scam texts are malicious messages sent by cybercriminals to try and deceive you. The person sending the text may try and get you to hand over personal details or click an unsafe link. Giving up this information can expose you to the risk of identity theft or being defrauded. In addition, clicking links that look suspicious can allow scammers to access your device and install malware (malicious software), which can give them access to information that should be kept private. But the question is how can we handle these scams and spam message?
- At present, people’s current solution is either [click] to do nothing and ignore these spam messages, or [click] responsibly report to the authorities. But we all know, our problem is not fully addressed by these two solutions.
- For the unique selling proposition, globe highlights this tagline to its primary target market: [click] GLOBE Got you COVERED! REGISTER your Globe Prepaid SIM to keep the BEST times GOING. #AlagangGlobe
- Globe highlights its [click] strength of security and [click] affordability against its competitors. The system that Globe built for SIM Registration is supported by high-level technology that secures and store data that will not be accessed by scammers. [click] We can see here where Globe positions its products and services against its competitors.
- Next is we now plot the benefits offered by Globe and its major competitors are present in the points of parity and differentiation through a competitive positioning map. [click] As you can see, the 4 common points Globe, SMART and DITO have are the registration via app, the welcome freebies, safe and convenient registration process and secured customer data/information. while registration via website and on-site assisted registration is offered only by Globe and SMART. [click] For the points of differentiation, which is the more important aspect of this map as it shows how Globe plays its edge among its competitors, [click] there is the offering of more affordable and flexible promos, higher mobile data offers (specifically for students or the Gen Zs), and that users get to enjoy several perks an earn points and rewards which can either be through a regular load, a call/text/surf promo, or a means to avail something (from business in partnership with Globe). [click]
- This marketing plan has a peso market size of 876 million pesos. From the existing 87.6million subscribers, 40% or 35 million are considered part of our target market. The welcome freebie costs 50 pesos. Assuming half of the target market will avail the welcome freebie. [click] Thus the peso market of 876 million.
- Globe Prepaid, with its SIM Registration service, highlights the following: [click] 3-STEP Registration, [click] Easy access via link, [click] Customer Service support via Globe stores, [click] Assisted registration in malls [click] Free up to 20GB when you register – new subscribers and lastly, [click] more rewards and promos
- Globe Prepaid brings you the seamless registration process by [click] visiting the registration portal (with the) Link: new.globe.com.ph/simreg [click] Get link via SMS Welcome Message [click] Social media campaigns
- [click] Followed by entering an OTP and [click] start filling out the form
- [click] Next is the uploading a government valid ID.
- [click] Read the Terms and Conditions and agree to proceed then Click the “Submit” button to proceed with the registration process.
- [click] SMS message will be sent also to the registered number and [click] you can now use the SIM’s full telco services (Outgoing calls, sms and mobile internet to all sites and apps)
- Note that SIM Registration is FREE OF CHARGE but if you are a new subscriber, Globe Prepaid SIM is offered at 50 pesos with 20GB Freebie.
- Gen Z, our Primary Target Market, will find Globe SIM registration through [click] Globe Website, [click] visiting a Globe store
- [click] Going to malls with Globe booth and of course, [click] through the GlobeOne app.
- But the question is, how will our target market know about Globe SIM Registration? First, [click] existing subscribers will receive an SMS indicating the registration link. [click] They can also see trade materials deployed to sari-sari stores, groceries and malls.
- Since Gen Z are digital natives, [click] digital ads will also be utilized for information dissemination and lastly, [click] Globe will be coordinating with its media partners as well.
- Our Panalo Strategy is DIFFERENTIATION STRATEGY. [click] The Primary target are the Gen Zs who are heavy mobile data users and are most likely to avail of prepaid SIMs. [click] It focuses on providing a secured online experience while keeping the BEST times going (affordable and flexible promos). [click] After the registration, Customer can continue to enjoy perks, earn points, earn rewards.
- Finally, for the summary, we knew that that the profile of our PTM are the Generation Zs or Gen Zs; who are between 18-23 years old, and may either be a subscriber (either using a smartphone or a non-smartphone user) or a non-subscriber, meaning, may be using a different telcom network, or does not have any network at all at present. Next is the Problem which is the all-time high proliferation of scams and spam in all sorts (particularly via text messaging). 3rd P is the present choice or solution to the problem, that is either to do nothing or report it to the appropriate authorities 4th is the USP, that is - Globe got the users covered. It offers a secured online experience while keeping the best times going (through perks, rewards, and promos) 5th P is the positioning map where it was shown that while there are several points of parity between its competitors, Globe’s major points of differentiation are: more affordable and flexible promos, higher mobile data offers, offering of perks, points, and rewards The 6th P is the peso market size which is at 876 million pesos.
- For the 7th P- Product, it is the SIM Card registration microsite and the customer experience that Globe is offering. 8th is the Price which tells us that SIM Card registration is free of charge and that the retail price of a Globe sim card is 50 pesos. 9th P is the Place where customers can avail of the product. It can be via the Globe website, their physical stores, through assisted registration in malls, and via the GLOBEONE mobile app. Next is Promo, where Globe communicates via SMS blast, trade materials, digital ads, and/or TV/rafio Finally, the 11th P is the Panalo Winning Strategy that is through Differentiation. Globe’s strategy is to focus offering more affordable and flexible promos, higher mobile data offers, perks, points, and rewards to its PTM, the Gen Z population. GLOBE Got you COVERED! REGISTER your Globe Prepaid SIM to keep the BEST times GOING. #AlagangGlobe
- [click] Again, we are the Dream Team of the v92 Marketing Management Class and this is our 11-P Marketing Plan for the Globe Prepaid Sim Registration Service. Thank you for listening!