10stepmarketingplan

• 1. 10 STEPMarketing Plan forSUN Cellular Broadband postpaidLi HuaijunFebruary 2012http://huaijunli.blogspot.com

2. DisclaimerThis 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De UngriasAGSB marketing management class.The data included in this report are based on publiclyavailable data such as those on internet websites,news, package declarations, public reports.When appropriate, data are masked so as not tocreate unexpected conflicts.The reports are posted and linked on slideshare, blogsand facebook so that there is easier sharing amongstudents from different marketing classes.http://huaijunli.blogspot.com 3. Steps 1 to 5The people who want the fastand easy internet connect1. PTM are the students and the people who always on the go.2. They need the internet with fast speed anytime and anywhere.3. Smart broadband or Globe broadband4. Gap is the only one with the lowest price but still can have the high speed.5. More than one million subscribers in 2011 http://huaijunli.blogspot.com 4. Steps 6 to 10Low price Low service 6.Sun Broadband prepard. 7.Low price and discount always. 8.Newspaper, TV, Print Ads, radio, website, event 9.Nationwide distribution 10. Low cost and differentiationhttp://huaijunli.blogspot.com 5. 1. PTM are students and thepeople who always on thego. Demographics (15-38 yearsold*, M/F, A B and Upper C, S/M) Lifestyle (Study working andconnect with other people) Behavior (anytime andanywhere, daily use,) http://huaijunli.blogspot.com 6. 2. My PTMs NWD Needs from Maslows hierarchy Wants determine choice Demands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of these answers,underline and use bold font for the best answers. See examples that follow http://huaijunli.blogspot.com 7. This is my behavior (why buy) Self-Actualization Needs I cant live without it (Self-Development& Realization)Esteem Needs(Recognition, Status)need to be loved Social Needs (sense ofbelonging, love)Keep my work Safety Needs (security, protection)Physiological needs (food, water, shelter)Reference: Maslows Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://huaijunli.blogspot.com 8. 2. PTMs needs, wants &demandsNeeds: they need keep their work (work security),needto be loved (social need),and self actualization.Wants: price, packaging, brand, speedDemands: they demand the value for the cost. Anytimeand anywhere to be connected.http://huaijunli.blogspot.com 9. 3a. So many competitors inthe marketing. Direct:Smart Bro Plug-in, GlobeTattoo,Wi-tribe Bitsy, Motorola. Indirect:WiFi Zone,Mobileinternet,Internet coffee. Variables: price, speed,signal,brand,function,packaging.http://huaijunli.blogspot.com 10. 3b. Create 2 Positioning Maps1st Map:Price vs. speed2nd Map: Functional Benefit vs. Brands/ Variantshttp://huaijunli.blogspot.com 11. Example of a 2x2 competitiveposition map for SunBrandband Price vs. Speed Matrix as of 2011Price/ 512kpbs2mpbs 3mpbsUpper 3mpbsSpeedMatrix Sun649/749800-globesmart800+ smartglobe1000+sun1399 http://huaijunli.blogspot.com 12. Example of a benefit positioning as of 2011vs. brand map for Sun BroadbandBenefit Positioning vs. Brand Matrix sun smartglobe Easy 350 SbwPlan Plan tattoo tattoo totoo 4999991500 799 lite 1399 7991500Speed up to 3mpbsokSaving money okOKUnilimited usageokokOK OK OK OKNationwide coverageOK OKLock in less than oneyearok okhttp://huaijunli.blogspot.com 13. 4. the gap is lowest cost anddifferentiationLowest cost to the customerOnly its plan1399 has offered unlimited mobile internetat 3mpbs t speedGlobe and Smart obviously have an edge over Sun interms of nationwide 3G and 3.5G coverage. But Sunis reportedly rolling out coverage outside of MetroManila with subscribers independently claiming thatthey could get 3G and 3.5G signals already in parts of Bulacan and Cavite.http://huaijunli.blogspot.com 14. 5a. Estimate the market sizeusing competitor dataResearch and Markets: Philippines - Broadband Market and Forecasts - 2011* Reuters is not responsible for the content in this press release.The broadband market in the Philippines has started to grow stronglyWireless broadband services are increasingly popular but fixed broadband services are remainingimportant, especially DSLThe demand for broadband has increased on the back of lower tariffs and availability of more flexibleofferings.It was estimated that by 2011 broadband made up 70% of internet subscriptions.Major operator Smart was claiming 50% of the wireless broadband market by end-2011.PLDTSmart CommunicationsGlobe TelecomLiberty TelecomEasyCall Major operator Smart wasAltimaxclaiming 50% of the wirelessbroadband market by end-2011.http://www.reuters.com/article/2011/11/02/idUS28664+02-Nov-2011+BW20111102 http://huaijunli.blogspot.com 15. 5b. Estimate the market size using company data PLDT says Sun Cellular will remain a separate entity andretain the brand. Smart already surpassed 45 millionsubscribers in 2010 while Sun Cellular, which has over 16million subs, was already inching closer to Globe Telecom26.5 million (26.5 million). March 29, 2011 PLDT buys majority stake of Sun Cellular1 0share 0share New The biggest IT story of the day is PLDTs acquisition of Digitel which operates Sun Celluar, the 3rd largest telco player in the Philippines. PLDT, which owns Smart Comm., becomes a much bigger operator and strengthening its number 1 spot in the country. The Philippine Long Distance Telephone company announced today its acquisition of Digital Telecommunications Philippines, Inc. (Digitel)from JG Summit amounting to Php74.1 billion or 51.55% shares in exchange of new PLDT assets worth 2,500 per share. Digitel, which owns Sun Cellular, announced that under the new leadership the paired networks will continue to the expansion ofbroadband rollout and other next generation technologies in both fixed and wired services. {source: PhilStar} PLDT says Sun Cellular will remain a separate entity and retain the brand. Smart already surpassed 45 million subscribers in 2010 whileSun Cellular, which has over 16 million subs, was already inching closer to Globe Telecom (26.5 million). Smarts rapid growth and expansion requires more wider frequency and that might have prompted the Sun Cellular buy-out. At the sametime, Sun Cellular has become a large player in terms of post-paid subscribers (even the first one to reach 1 million). Meanwhile, Smarthas only around 500k postpaid subscribers while Globe has around 900k. From having 3 large celco players, we now have just 2 Smart at far #1 and Globe at a minority #2. 1 0share 0share Newhttp://www.yugatech.com/telecoms/pldt-buys-majority-stake-of-sun-cellular/http://huaijunli.blogspot.com 16. 5c1. Estimate the market sizeusing customer dataInternet Usage Statistics: 29,700,000 Internet users as of June/09, 29.7% of the population, according to Yahoo. Latest Population Estimate: 99,900,177 population for 2010, according to the US Census Bureau. Gross Domestic Product: GNI per capita is US$ 1,930 according to I.M.F. Internet Growth in Philippines: YEARUsersPopulation% Pop.Usage Source20002,000,00078,181,9002.6 %ITU20057,820,00084,174,0929.3 %C.I.Almanac200814,000,00096,061,68314.6 %Yahoo!200924,000,00097,976,60324.5 %Nielsen201029,700,00099,900,17729.7 %ITUhttp://www.internetworldstats.com/asia/ph.htm http://huaijunli.blogspot.com 17. 5c2. Estimate the market sizeusing customer data Average customer spendingphp250/week 29.7M25052=38.6B http://huaijunli.blogspot.com 18. 5. Decide on market size is40.2B1. Competitor data=37B2. Company data = 45B3. Customer Usage data =38.6B4. (37B+45B+38.6B) /3=40.2B http://huaijunli.blogspot.com 19. 6a. Photo of product categoryof sun and competitorshttp://huaijunli.blogspot.com 20. 6a. Sun postpaid vs.competitionhttp://huaijunli.blogspot.com 21. 6b. Product DescriptionCurrent Sun mobile postpaid subscribers can get an even lower rate of P649 a month if they add a Sun Broadband Wireless subscription to their account.Metro Manila users who want a unlimited postpaid mobile broadband at faster speeds should avail of Suns Plan 1399 which promises speeds of up to 3 mbps. http://huaijunli.blogspot.com 22. 7. Price SBW Plan 799 SBW Plan 649 SBWPlan 1399 SMART PLAN 799 SMART PLAN1500 GLOBE999 GLOBE1499 http://huaijunli.blogspot.com 23. Creatively compare vs.competitors across different packsizes and variants Brandplan planplanSun 649799 1399Smart 799799 1500Globe 999999 1499SBW Plan 1399: The only P1399 monthly fee forunlimited access up to 3mbps speeds with free modem.Standard credit checks. 24-month contract. http://huaijunli.blogspot.com 24. Quantify the price differencein % terms vs. competitors Brandplanplan planSun 100%100% 100%Smart 123%100% 107.2%Globe 154%133% 107.1% http://huaijunli.blogspot.com 25. Conclude on what pricingstrategy is being used Lowest price Differentiation (fast connection)http://huaijunli.blogspot.com 26. 8a. Which of these modesdoes your product use?12 3 http://huaijunli.blogspot.com 27. 8a. SUN broadbandpostpaid Promotions 25% off on all Reebok regular pricedfootwear! Enjoy a 25% discount on all Reebokregular priced footwear by applyingfor a Sun Broadband Plan 799 andBundle 649. (Available in MetroManila only) http://huaijunli.blogspot.com 28. 8a. Get 25% off http://huaijunli.blogspot.com 29. Lowest unlimited internet http://huaijunli.blogspot.com 30. 8a. Sun broadband 3mbpshttp://www.youtube.com/watch?v=30ex4BZsb8s http://huaijunli.blogspot.com 31. 8b. Globe Tattoo on linepresenceGlobe tattoo 1499 start to offer 160hoursfree text and callsGlobe tattoo put more on line presenceSponsored eventshttp://huaijunli.blogspot.com 32. 8b. Globe tattoo promo http://huaijunli.blogspot.com 33. 8b. Globe tattoo on linepresence http://www.youtube.com/watch?v=aNPdu41XkUs http://huaijunli.blogspot.com 34. Globe tattoo sponsored eventhttp://huaijunli.blogspot.com 35. 9. Place Where is your product available? Sun shops, Retail shops, Conveniencestores, Laptop shops Nationwide Over the counter, Via internet orderedhttp://huaijunli.blogspot.com 36. 10. What is the genericwinning strategy?Which of the 4 strategies are being used? Low Cost Producer Supply and Distribution Leverage Differentiation Nichehttp://huaijunli.blogspot.com 37. 10.Sun postpaid has the lowcost and differentiationstrategy SUN postpaid gain the market start thelow cost producer strategy. let thewireless internet become affordable. Sun postpaid has differentiationstrategy such as its fast and reliableplan 1399http://huaijunli.blogspot.com 38. SUMMARYhttp://huaijunli.blogspot.com 37 39. Steps 1 to 5The people who want the fastand easy internet connect1. PTM are the students and the people who always on the way.2. They need the internet with fast speed anytime and anywhere.3. Smart broadband or Globe broadband4. Gap is the only one with the lowest price but still can have the high speed.5. More than one million subscribers in 2011 http://huaijunli.blogspot.com 40. Steps 6 to 10 Low price Low service 6.Sun Broadband prepard. 7.Low price and discount always. 8.Newspaper, TV, Print Ads, radio, website, event 9.Nationwide distribution 10. Low cost and differentiationhttp://huaijunli.blogspot.com 41. 10 STEPMarketing Plan forSUN Cellular Broadband postpaidLi HuaijunFebruary 2012 http://huaijunli.blogspot.com