Sun Cellular

10 STEP

Marketing Plan for

Sun Cellular

Rustie Fidel

June 2011

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

1. Sun Cellular’s PTM are teens, yuppies and families.

2. Who wants the best-value and relationship enhancing services to its consumers.

3. Can choose Smart, Globe and other major telecom networks in the Philippines.

4. Other networks offering : Unlimited call/text, internet broadband services but do not offer longer validity period.

5. Current market size for its postpaid is more than a million subscriber and over 15 million for prepaid subscribers.

Steps 1 to 5

Suncellular redefines Customer

Experience for everyone

6. Sun Cellular is the undisputed leader in unlimited text and call and mobile services in the Philippines.

7. At par with Smart and Globe’s pricing as determined by the NTC.

8. They use the following : TV, Print ads, billboards, consumer events, social networking sites and website.

9. Nationwidest coverage

10. Sun Cellular is one of the best in the market because of the Low cost strategy for Text, call and broadband services.

Steps 6 to 10

We can really compete!

1. Sun’s PTM are Teens, Yuppies and

Families

Demographics (10-60, M/F, ABCD, single/married)

Lifestyle ( studying, part of the working group, in business, family members that are on the go!)

Behavior (expressive and active to communicate, personal relationships )

This is me : The buyer Behavior

6

Relationship potentials

I need to be IN and be accepted!

2. PTM wants wants the best-value and

relationship enhancing services

Calling/Texting and using the broadband internet satisfies the teens, yuppies and family members : the need to belong.

Teens, Young Professionals and Family members choose Sun because of its low cost text/call promos.

They demand the value for their money.

3a. Sun Cellular’s Competitors

Direct : Smart, Globe, Talk and Text, Red Mobile and TM

Indirect : Landline phone, Internet shops ( YM, Meebo )

Variable : Price, Promos, Products and Features, Value Added Services and Brand.

Smart is the leading Telecommunication

Company in the Philippines

Price/ Age Matrix

0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

High price

Low Price

SMART

SUN

Price vs. Age Matrix

as of 2011

GLOBE

SMART

SMART

GLOBE

Smart’s Positioning against

competition

Benefit Positioning vs. Brand Matrix

as of 2011

3 Major Telecom Industry in

the Philippines

Direct

Competition

Indirect

4. Sun’s Best-Value, Top Performance

Network

Sun Cellular Changed the landscape of Telecommunication Industry in the Philippines by offering best value, top performance and excellent service to its subscribers.

Because of the unlimited call/text that was originally offered by Sun, other networks such as Globe, Smart, TM, T&T and Red were forced to follow.

Traditional positioning was based on low cost and reliability of the network.

4. Sun Cellular’s vision : “Everything Important is

under the Sun”

Digitel Mobile Philippines, Inc. (DMPI) is one of the Philippines’leading mobile telecommunications company known by its corporate brandname SUN CELLULAR. Sun Cellular holds the distinction of being thefastest growing mobile network provider in the country with more than 15million subscribers supported by its nearly 7,000 cell sites nationwide.

5a. Network’s Philippine Market Share

Sun Cellular reached more than 15 million subscribers.

With nearly 7,000 cell sites and fast expanding.

In Sept 2010 Sun Cellular was the first telecommunications provider to hit One million Postpaid Subscriptions, with 7 out of 10 new postpaid

subscribers choosing Sun for the past three years.

Sun’s Market Size

Sun Cellular pioneered the intra-network unlimited wireless services in the Philippines through its 24/7 Call and Text Unlimited (CTU) and 24/7 Text Unlimited (TU). They also have Mobile Internet and downloads for music, games, movies and wallpapers. It holds the distinction of being the fastest growing mobile network provider in the country with more than 15 million customers supported by its nearly 7,000 cell sites nationwide.

Sun’s Product Description

Sun Prepaid

Sun Postpaid

Sun Broadband

Competition – Smart Postpaid

Smart Prepaid

Smart Broadband

Globe Postpaid

Globe Prepaid

Globe Broadband

Smart Communications Website

smart.com.ph

Globe Telecoms Inc.Globe.com.ph

Sun Cellular’s Websitesuncellular.com.ph

Awards Received

2009 : Five months after Sun Cellular was internationally recognized as Asia Pacific’s Most Promising Service Provider by Frost and Sullivan, another prestigious award-giving body – the Philippine Marketing Association through the AGORA Awards –hailed Sun as this year’s Marketing Company of the Year.

Nationwide Coverage

Call Center to help you with your inquiries about promos, services offered and account maintenance.

Partner Sales Agents

Low cost call/text/broadband rate

Sun : Anywhere, Everywhere

SUMMARY

1. Sun Cellular’s PTM are teens, yuppies and families.

2. Who wants the best-value and relationship enhancing services to its consumers.

3. Can choose Smart, Globe and other major telecom networks in the Philippines.

4. Other networks offering : Unlimited call/text, internet broadband services but do not offer longer validity period.

5. Current market size for its postpaid is more than a million subscriber and over 15 million for prepaid subscribers.

Steps 1 to 5

Sun Cellular redefines Customer

Experience for everyone

6. Sun Cellular is the undisputed leader in unlimited text and call and mobile services in the Philippines.

7. At par with Smart and Globe’s pricing as determined by the NTC.

8. They use the following : TV, Print ads, billboards, consumer events, social networking sites and website.

9. Nationwidest coverage

10. Sun Cellular is one of the best in the market because of the Low cost strategy for Text, call and broadband services.

Steps 6 to 10

We can really compete!

10 STEP

Marketing Plan for

Sun Cellular

Rustie Fidel

June 2011