Top 10 step marketing plan

The 10 Step Marketing Plan For

Sun Cellular

Sue Ann P. SilubricoJune 2011

2011 Edition

http://suesilubrico.blogspot.com/

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 1 to 5

Summary headline of your

PTM and market


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

Steps 6 to 10

Summary headline of the

marketing mix & strategy


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

5

Self-Actualization Needs

(Self-Development &

Realization)

Esteem Needs (Recognition, Status)

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

Acceptance of the facts, creativity and spontaneity

The need of belongingness and acceptance


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 theirSelf-Esteem, and enable them for Self Actualizationto 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 andBusiness 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

High

Medium

Low

SUN

SMART

T&TRED

TM

GLOBE


Positioning/Branding

Smart Globe SunCellular

Low-PriceLonger Load Expiration & Validity

Unlimited Text

Unlimited Calls

Unlimited Calls and Texts

Cell phone and Landline in 1

Postpaid Plan

Broadband Services

Financial Services

Mobile Internet Services

Globe’s unique positioning is shown in

this competitive map

Many competitors

has unlimited texts and

calls services but not in a

cellphone/landline in 1


http://smart.com.ph/buddy/promos/smartalk-unli-call-and-text.htm

http://www.suncellular.com.ph/news.php

http://site.globe.com.ph/personal;jsessionid=ko4cvqh2n3fd?sid=TfCSXsuxpRYAAFFjv84AAAEbe

References.













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 strategically position itself as

niche market opportunity.


http://www.suncellular.com.ph/post_plan_regular.php





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 Budgetxtvariants. You can call abroad at very low rates, download ringtones and send multimedia messages! How’s that for great value?

Sun Cellular Brand

Identity:


Market Size based on

Competitor Data

Telecom Number of Subscribers

Smart Telecom 46.6 million

Globe Telecom 23.25 millionSun Cellular

18.36 million



Consumer Data in Millions

TECHNOLOGY AND INFRASTRUCTURE

STATISTICS

Mobile phone subscribers (2008)

68.1

Landline subscribers (per 100 people) (2008)

79.7

Personal computers (per 100 people) (2006)

7.2

Internet users (per 100 people) (2007)

6.0



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.


http://www.suncellular.com.ph/news_detail.php?id=163

http://www.suncellular.com.ph/news_detail.php?id=163

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.


http://www.suncellular.com.ph/vas_mobile_internet.php

http://www.suncellular.com.ph/vas_iMess.php

http://www.suncellular.com.ph/vas_dt.php

http://www.suncellular.com.ph/vas_downloads.php

http://www.suncellular.com.ph/vas_infotainment.php

Product Description Validity Price

Call&Text

Unlimited 450

Unlimited Sun-to-Sun Calls

and Texts, preloaded with

P50 regular load 30days PhP450.00

Call&Text

Unlimited 150


and Texts, preloaded with

P25 Regular load 7days PhP150.00

Call&Text

Unlimited 100


and Texts 5days PhP100.00

Call&Text

Unlimited 25


and Texts 1 day PhP25.00

Price – SUN Call & Text

Unlimited


Price – SUN Text Unlimited

Product Description Validity Price

Text Unlimited

150

Unlimited Sun-to-Sun Text,

preloaded with 4 free hours

voice calls 30 days PhP150.00

Text Unlimited

50

Unlimited Sun-to-Sun Text,

preloaded with 1 free hour

voice calls 7 days PhP50.00

Text Unlimited

Lite 20 Unlimited Sun-to-Sun Text only 2 days PhP20.00

Daylite 100

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

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&txtPrice

Validity Perks

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&txtPrice

Validity Perks

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


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.

Conclude on what pricing

strategy is being used


8a. Which of these modes

does your product use?

** Pls. rank most used, 1-highest use


1

2

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


http://tattoo.globe.com.ph/gblog/2011/04/globe-launches-4g-mobile-first-to-roll-out-4g-mobile-technology-in-the-philippines/

http://tattoo.globe.com.ph/gblog/2011/04/globe-launches-4g-mobile-first-to-roll-out-4g-mobile-technology-in-the-philippines/

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 thatpioneered 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.


48

SUMMARY


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 1 to 5

Summary headline of your

PTM and market


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

Steps 6 to 10

Summary headline of the

marketing mix & strategy


51

YOUR ASSIGNMENT AS A

MARKETING STUDENT

Sun Cellular

Top 10 Marketing Plans


The 10 Step Marketing Plan For

Sun Cellular

Sue Ann P. SilubricoJune 2011

2011 Edition


Top 10 step marketing plan

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