Top 10 step marketing plan

The 10 Step Marketing Plan For
Sun Cellular
2011 Edition

Sue Ann P. Silubrico
June 2011

http://suesilubrico.blogspot.com/

Steps 1 to 5
Summary headline of your
PTM and market
1. Sun Cellular target market are teenagers, family members, students and
professionals.
2. Who want more affordable and efficient means of communicating and
brings the latest mobile broadband technology at the lowest price
possible. Can offers flexibility of having broadband service 24/7, and can
creating a new level of personal high-speed Internet experience at very
affordable rates.
3. They 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


Steps 6 to 10

Summary headline of the
marketing mix & strategy
6. Prepaid and Post Paid 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. It has Nation wide coverage
10. Uses niche and low-cost approaches to win


1.SUN PTM are Teens, Young and
Young at heart Professionals
 Demographics (13-60, M/F, social class ABCD,
single/married).

 Lifestyle (studying, working professionals,
entrepreneurs, multitaskers and
career oriented, always on the go)

 Behavior (active, expressive, values building
personal relationships)


Describe your PTM needs
Acceptance of the facts, creativity and Self-Actualization
Needs
spontaneity (Self-Development &
Realization)

Esteem Needs
(Recognition, Status)
The need of belongingness and
acceptance
Social Needs (sense of belonging,
love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
5

2. Sun cellular PTM’s
needs, wants & demands
Needs: To belong, They will do anything possible to feel
welcome and accepted. That would help build their
Self-Esteem, and enable them for Self Actualization
to attain their full potential as an individual.

Wants: Product offerings, promos, affordable
price and competitive edge among its competitors.


2. Sun cellular PTM’s
needs, wants & demands

Demand : Frequent communication with friends, families and
Business associated thru unlimited text messaging and calls
and mobile Internet with affordable and efficient means of
staying connected and building personal and
business relationships;


3a. SUN has many strong
competitors
 Direct: Smart

 Direct: Globe


3a. SUN has many strong
competitors
 Indirect: Internet shops
 Landlines
 Post Mail

Variables: Product/Service
Features, Price, Promos,
Availability and user’s friendly,
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

SMART
High
GLOBE

Medium
SUN
T&T
RED
Low TM


Globe’s unique positioning is shown in
this competitive map

Positioning/ Smart Globe Sun
Branding Cellular
Low-Price
Longer Load Expiration &
Many
Validity competitors
Unlimited Text has unlimited
Unlimited Calls texts and
Unlimited Calls and Texts calls services
Cell phone and Landline in 1 but not in a
Postpaid Plan cellphone/lan
Broadband Services dline in 1
Financial Services

Mobile Internet Services


References.

 http://smart.com.ph/buddy/promos/sm
artalk-unli-call-and-text.htm
 http://www.suncellular.com.ph/news.ph
p
 http://site.globe.com.ph/personal;jsessi
onid=ko4cvqh2n3fd?sid=TfCSXsuxpRYA
AFFjv84AAAEbe

Sun Cellular strategically position itself as
niche market opportunity.

 Sun cellular subscribers enjoy the services that keep you
connected with the most important people in your life.

By unlimited services that keep you connected with the most
important people in your life. You can choose among their affordable
subscription plans that fit your lifestyle needs with the latest handset
models to go with your choice of subscription:

 Regular Postpaid Plan
 Plan 350
 Plan 450
 Plan 600
etc.


Sun Cellular Brand
Identity:
 Experience UNLIMITED FUN! Check out Sun’s
latest SIMs all packed with value-added services
that suit your communication needs. Sun is the
only one that gives you free voice calls just by
activating your new SIM! With your Sun SIM, you
can load any Regular, Call & Text Unlimited, Text
Unlimited, Call & Text Combo or Budgetxt
variants. You can call abroad at very low rates,
download ringtones and send multimedia
messages! How’s that for great value?


Market Size based on
Competitor Data

Telecom Number of Subscribers

Smart Telecom 46.6 million

Globe Telecom 23.25 million
Sun Cellular
18.36 million


Consumer Data in Millions
TECHNOLOGY AND STATISTICS
INFRASTRUCTURE
Mobile phone subscribers 68.1
(2008)

Landline subscribers (per 100 79.7
people) (2008)

Personal computers (per 100 7.2
people) (2006)

Internet users (per 100 people) 6.0
(2007)


Company Data

Sun’s Unlimited services here to stay, to define
competition Sun Cellular will intensify further its
unlimited call and text, and broadband services
since its rivals appear unable to match its 24/7
unlimited services, and saying unlimited will define
competition in the years ahead.


6a. Show how product looks
vs. competition


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.


Price – SUN Call & Text
Unlimited

Product Description Validity Price
Unlimited Sun-to-Sun Calls
Call&Text and Texts, preloaded with
Unlimited 450 P50 regular load 30days PhP450.00
Call&Text and Texts, preloaded with
Unlimited 150 P25 Regular load 7days PhP150.00

Call&Text Unlimited Sun-to-Sun Calls
Unlimited 100 and Texts 5days PhP100.00

Call&Text Unlimited Sun-to-Sun Calls
Unlimited 25 and Texts 1 day PhP25.00


Price – SUN Text Unlimited
Product Description Validity Price
Unlimited Sun-to-Sun Text,
Text Unlimited preloaded with 4 free hours
150 voice calls 30 days PhP150.00
Unlimited Sun-to-Sun Text,
Text Unlimited preloaded with 1 free hour
50 voice calls 7 days PhP50.00
Text Unlimited
Lite 20 Unlimited Sun-to-Sun Text only 2 days PhP20.00
Preloaded with P30.00 Regular
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
Daylite 100 Day, All Night. 7 days PhP30.00

Price – SUN Postpaid


SUN Call & Text Rates

PREPAID i-Text
Voice Rates (per minute)
Sun to Sun P5.50
Sun to other mobiles P6.50
Sun to landline P6.50
NDD P10.00

IDD As low as $0.10*/min
Text Messages
Sun to Sun P0.50
Sun to other mobiles P1.00
International SMS P1.00*


Price: Sun Cellular Vs
competitors
UnlicAll&txt Validity Perks
Price
Smartalk 100 7 days Call&txt all you can to all
Smart/Red/T&T
subscriber nationwide
Globe 150 7 days unlimited texting AND
calling to Globe/TM

Sun Cellular 100 5 days Unlimited Sun-to-Sun
Calls and Texts,
preloaded with P25
Regular load


Price: Sun Cellular Vs
competitors
UnlicAll&txt Validity Perks
Price
Smartalk 25 1 days Unlimited call & text to
Smart/TNT/Red
subscribers.

Globe 25 1 days Unlimited calls & texts to
Globe/Tattoo/TM

Sun Cellular 25 1 days Unlimited Sun-to-Sun
Calls and Texts


Conclude on what pricing
strategy is being used
Sun cellular uses Porter’s Cost Leadership

 This strategy involves the firm winning market share by appealing to
cost-conscious or price-sensitive customers.
 This is achieved by having the lowest prices in the target market
segment, or at least the lowest price to value ratio (price compared to
what customers receive).
 To succeed at offering the lowest price while still achieving profitability
and a high return on investment, the firm must be able to operate at a
lower cost than its rivals.


8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

2

1

3

4


Sun cellular has great promo for
BlackBerry users (Print Ads)

Subscribe to the Great BlackBerry Deal
999 to enjoy Unlimited Sun-to-Sun Calls
and Texts, Unlimited Mobile Internet,
FREE 3 months of Unlimited BlackBerry
Internet Service and get the BlackBerry
Curve 8520 for only P2,000.

The deal doesn’t stop there. BlackBerry
Pay-Per-Use is also now available for Sun
Postpaid subscribers with BlackBerry
handheld.


Sun Cellular uses commercials to
promote new products and services.


Sun Cellular has interactive and user’s
friendly website… just a click away!


8a. Samples of Promo

Samples


Sun cellular hosted many events to
promote its products and services


8b. Smart promotes its products and
services through sponsoring concerts
of famous bands

Samples

Can be multiple slides


Smart Website


Globe launches 4G mobile: First to roll out 4G
mobile technology in the Philippines

In a Philippine first,
Globe announces a
major expansion of its
current 4G footprint by
becoming the first
carrier in the
Philippines to launch
the commercial roll
out of 4G mobile
technology


Sun Cellular is still the fastest-growing
telecommunications company that
pioneered the 24/7 unlimited call and text services.

Sun Cellular achieved this never-before-attained
milestone only seven years from start up and with their
rivals enjoying a ten-year head start.

They are getting seven out of every ten new post-paid
subscribers.

Sun’s unmatched unlimited service and rates. Both of
these are possible because Sun’s network uses the
latest technology available.

They can meet peak load demand without congestion.

This is the advantage of being a latecomer in the
business. They got the latest and the best
infrastructure, and are offering rates that could reduce
a subscriber’s cost anywhere from 40 to 80 percent per
month.


Globe website


Sun Cellular have its flagship in
different Malls Nationwide

True to its commitment to
deliver the best-value and
relationship-enhancing services
to its consumers, industry
mover Sun Cellular opens its
new and first Flagship store in
Robinson’s Galleria mall.


Sun Cellular also have Sun Shop
strategically placed wherein
subscriber can easily go to.


SUN SHOP IN CENTRAL LUZON


SUN SHOP IN NORTH LUZON


SUN SHOP IN SOUTH LUZON


SUN SHOP IN VISAYAS


SUN SHOP IN MINDANAO


Methods of delivery

 SUN products are available nationwide through
distribution channels such as Retailers in the form of
stores/outlets (SUN Shops) located in malls, Sun
Xpressload available in MLhuillier outlets nationwide;
SM Department store and Card dealers outlets.


Generic winning Strategy!

 Sun Cellular is the fastest-growing telecommunications company that
pioneered the 24/7 unlimited call and text services.
 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;
 Sun Cellular is moving at great speed to become the best solution to
your wireless connections with clear signals throughout the country and
in most parts of the world. SUN CELLULAR utilizes state-of-art
technology, with a fully digital backbone and a computerized customer
support system. Our Company, is majority owned by JG Summit
Holdings, Inc., one of the largest and most diversified conglomerates in
the Philippines.


SUMMARY

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YOUR ASSIGNMENT AS A
MARKETING STUDENT

Sun Cellular
Top 10 Marketing Plans

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Top 10 step marketing plan

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