1. 1
10 STEP
Marketing Plan for SUN
CELLULAR Network Services
Mary Rose R. Mendoza
October 2010

2. 5 Steps for Part 1
(PTM and positioning)
1. Sun Cellular PTM are individuals and groups (teens,
young professionals, families)
2. Who want more affordable and efficient means of
communicating and keeping in touch with loved ones
and stay connected 24/7
3. 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

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Prepaid 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. Has nationwide distribution and coverage
10. Uses niche and low-cost approaches to win

4. 4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5

5. 1.SUN PTM are Teens and
Young Professionals
 Demographics (13-24, M/F, social class ABCD,
single/married)
 Lifestyle (studying, working professionals,
engaging in businesses, multitasking personal
and career matters, always on the go)
 Behavior (active, expressive, values building
personal relationships)

6. I need to belong and be
accepted
I need to develop and
realize my relationship potentials

7. 2. SUN PTM’s NWE
Teens and Yuppies need
*To belong (social) in a larger group, and engage in activities
that would help build their Self-Esteem, and enable them for Self
actualization
Teens and Yuppies choose Globe because of its
*Product offerings, promos, price, credibility &
awareness of the company, brand;

8. 2. SUN PTM’s NWE
Teens and Yuppies expect that when they use Globe they will be
able to have
*More frequent communication with friends, families and
loved ones thru unlimited text messaging and calls and mobile
internet; attend promptly to their business and professional
responsibilities; more affordable and efficient means of staying
connected and building personal and business
relationships;

9. 3a. SUN has many strong
competitors
 Direct: Smart, Globe, Talk & Text, TM, Red
Mobile
 Indirect: Internet Shops, Landline phones,
Post mail
 Variables: Product/Service Features, Price,
Promos, Availability and Convenience of use,
Age, Brand

10. Globe is #2 medium-high
priced product for 13-40yrs
Price vs. Age Matr
Price/ Age 0-13 13-24 25-37 37-49 50-up
High
Medium
Low
SUN
SMART
T&T
RED
TM
GLOBE

11. Globe’s unique positioning is
shown in this competitive map
Many competitors unlimited texts and calls services but
not in a cellphone/landline in 1
Positioning vs. Brand Matrix
Positioning/Brand SMART GLOBE SUN T&T TM RED
Low-Price
Longer Load Expiration & Validity
Unlimited Text
Unlimited Calls
Unlimited Calls and Texts
Cellphone and Landline in 1
Postpaid Plan
Broadband Services
Financial Services
Mobile Internet Services

12. The Philippines’ Telecom Industry is
Ruled Over by 3 Major Network Brands

13. SUN’s DIRECT & INDIRECT
COMPETITORS
DIRECT COMPETITORS DIRECT COMPETITORS

14. Market Size based on
Competitor Data
Telecom Number of Subscribers
Smart Telecom 46.6 million
Globe Telecom 23.25 million
Sun Cellular 17.36 million

15. Market Size based on
Consumer Data
TECHNOLOGY AND
INFRASTRUCTURE
STATISTICS
Mobile phone subscribers
(2008)
68,101,808.0
Fixed line and mobile phone
subscribers (per 100 people)
(2008)
79.7
Personal computers (per 100
people) (2006)
7.2
Internet users (per 100 people)
(2007)
6.0

16. Market Size based on
Company Data

17. 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;

18. SUN Product Description
 Mobile Internet – allows customers to
access internet applications and
browsers;
 Downloads – includes downloadable
games, music, movies, wallpapers, etc.

19. Sun Prepaid
Call and Text
Promos

20. Sun Postpaid
Postpaid
Promos

21. Sun Mobile Internet
Mobile Internet
Promos

22. Globe Prepaid
SuliTxt15
Unlimited texts for one whole day
Super Unli 25
Unlimited calls & texts to
Globe/Tattoo/TM for one whole day
Super Unli 150
7 days of unlimited texting AND
calling to Globe/TM
Call and Text
Promos

23. Globe Prepaid
TxtOthers 20
40 text messages to other networks
for 1 day
P10/3
Make a lengthy 3 minute call
Sakto Calls
To-the-cent charging with Sakto Calls
and Sakto Calls Sunday
Call and Text
Promos

24. Globe Prepaid/Postpaid
Duo
Mobile and landline in one on both pre-
paid or post-paid.
Super Duo
With widest unlimited mobile-to-landline call
service plus unlimited calls to any Globe/TM
mobile phone nationwide.
Call and Text
Promos

25. Globe Postpaid
My Super Plan
A Flexible Plan that gives unlimited
texting, calling and surfing to
subscribers.
My Fully Loaded Plan
A Fully Loaded Plan with amazing
freebies & handsets and a postpaid
that is completely consumable.
Postpaid
Promos

26. Globe Mobile Internet
UnliChat+
Chat using Yahoo! Messenger
Mobile Twitter
Tweet away whenever, wherever!
Surf All Day
Get unlimited access to your favorite
mobile site
UnliMail
Allows you to check your inbox and
answer important mails
Facebook Mobile
FREE unlimited Facebook notifications
on ANY phone
Mobile Internet Promos

27. Smart Promo
Call and Text
Promos

28. Smart Promo
REGISTER AND GET A CHANCE
TO WIN A BRAND NEW HYUNDAI
i10 CAR OR P500 LOAD WITH
SMART BUDDY! LET'S PLAY
Events
Rewards
Raffle

29. Smart Postpaid
Postpaid
Promos

30. Smart Mobile Internet
Mobile Internet
Promos

31. 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
Unlimited Sun-to-Sun Calls
and Texts, preloaded with
P25 Regular load 7days PhP150.00
Call&Text
Unlimited 100
Unlimited Sun-to-Sun Calls
and Texts 5days PhP100.00
Call&Text
Unlimited 25
Unlimited Sun-to-Sun Calls
and Texts 1 day PhP25.00
Price – SUN Call & Text
Unlimited

32. 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
Unlimited Sun-to-Sun Calls
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

33. Price – SUN Postpaid

34. 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*

35. Distribution Network
 SUN products are available nationwide
through distribution channels such as
Globe distributors & retailers in the
form of stores/outlets (SUN Shops)
located in malls, Sun Xpressload
available in MLhuillier outlets
nationwide;

36. Winning Strategy
 SUN products is the pioneer in the unlimited
call & text services and has since offered
those as products and not just promos;
 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;

37. 5 Steps for Part 1
(PTM and positioning)
1. Sun Cellular PTM are individuals and groups (teens,
young professionals, families)
2. Who want more affordable and efficient means of
communicating and keeping in touch with loved ones
and stay connected 24/7
3. 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

38. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Prepaid 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. Has nationwide distribution and coverage
10. Uses niche and low-cost approaches to win

39. 39
10 STEP
Marketing Plan for SUN
CELLULAR Network Services
Mary Rose R. Mendoza
October 2010