Jan kenneth obar 10 step marketing plan

1. The 10 Step Marketing Plan for Sun Cellular Jan Kenneth M. Obar June 2011 www.jankennethobar@blogspot.com

2. 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 www.jankennethobar@blogspot.com

3. PTM are students and young professionals PTM demands for the cell phone services for the best value for money Competitors are Globe & Smart Application of new technology to services offered 177 Billion Peso Market Steps 1 to 5Sun All you can! Plan www.jankennethobar@blogspot.com

4. Sun Cellular communication services Most service provided for Money Promotions Gen Trade & Key accounts Low Cost Provider Steps 6 to 10Sun All you can! Plan www.jankennethobar@blogspot.com

5. 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) www.jankennethobar@blogspot.com

6. 2. Sun’s PTM Needs Influencing Buyer’s Bahavior Need to be recognized Need to belong and accepted Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 www.jankennethobar@blogspot.com

7. 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. www.jankennethobar@blogspot.com

8. 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. www.jankennethobar@blogspot.com

9. 3b. Globe leads the high end post paid market while Smart dominates pre-paid as of 2011 Social Status vs. Age Matrix Globe Platinum Super Plan Smart Infinity SUN ELITE Smart Gold Globe Pre-paid Talk & Text Red Mobile Smart Buddy Sun Regular Sun Pre Paid Touch Mobile www.jankennethobar@blogspot.com

10. 4b. Smart diversified product line Benefit Positioning vs. Brand Matrix Harder to stand out amidst the competitive clutter. www.jankennethobar@blogspot.com

11. 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) www.jankennethobar@blogspot.com

12. 4. Philippine Mobile Telecom Industry ruled by 3 players www.jankennethobar@blogspot.com

13. 4. Market Opportunity of 82% Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com) www.jankennethobar@blogspot.com

14. 4. NWD not addressed: Sun: Signal strength, Brand Value, Financial Services Industry: GPS Opportunities www.jankennethobar@blogspot.com

15. 5a. Market Share by revenue Sources: www.site.globe.com.ph / www.pldt.com.ph / www.digitel.com.ph www.jankennethobar@blogspot.com

16. 5b. market size using customer data Data taken fromArticle “out of order” by Alfredo Gabot ( www.Philippinestodayus.com) www.jankennethobar@blogspot.com

17. 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. www.jankennethobar@blogspot.com

18. 6a. Product Category www.jankennethobar@blogspot.com

19. 6a. How Sun Cell looks vs. Competitors Direct Competitors Indirect Competitors www.jankennethobar@blogspot.com

20. 6b. SUN Product line www.jankennethobar@blogspot.com

21. 6b. Competitors Product line www.jankennethobar@blogspot.com

22. 7. Prices of Sun Unlimited services www.jankennethobar@blogspot.com

23. 7. Prices Sun Post Paid Plans www.jankennethobar@blogspot.com

24. 8a. Mode of Communication Most used Advertising Sales Promotion Interactive Marketing Events & Experiences www.jankennethobar@blogspot.com

25. 8a. SUN Promos www.jankennethobar@blogspot.com

26. 8b. Globe and Smart Pomos www.jankennethobar@blogspot.com

27. Gen Trade Key Accounts 9. Gen Trade & Key Account Channels www.jankennethobar@blogspot.com

28. 10. Expand services offered while maintaining the most value for money preposition Winning strategy: Low Cost Producer Past 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. www.jankennethobar@blogspot.com

29. 29 SUMMARY www.jankennethobar@blogspot.com

30. PTM are students and young professionals PTM demands for the cell phone services for the best value for money Competitors are Globe & Smart Application of new technology to services offered 177 Billion Peso Market Steps 1 to 5Sun All you can! Plan www.jankennethobar@blogspot.com

31. Sun Cellular communication services Most service provided for Money Promotions Gen Trade & Key accounts Low Cost Provider Steps 6 to 10Sun All you can! Plan www.jankennethobar@blogspot.com