1. 11-P Marketing Plan
A M A D E O - ANTONIO - MANAOIS - R I L L O - TANAMOR
v92 Marketing M a n a ge ment - Ateneo Graduate School of Business
G L O B E P R E P A I D SIM R E G I STR ATI ON S E R V I C E

2. OUTLINE
1. Profile of PTM: G e n Zs, those between 18-23 years
old; both subscribers (smartphone a n d non-
s m a r tp hon e users) and n o n - subscribers; 4 0 % of the
total P H population
2. Problem: All-time h i g h proliferation of s c a m s a n d s p a m
3. Present Choice: Either d o n o t h i ng or report to the
authorities
4. Proposition (USP): Globe g o t the users covered. It offers
a secured online experience while k e e p i n g the best times
g o i n g (through perks, rewards, a n d promos)
5. Positioning Map - Globe’s major points of differentiation
are more affordable a nd flexible promos, higher mobile
data offers, offering of perks, points, a n d rewards
6 . P e s o Market size is P876,000,000 for freebie availment

3. OUTLINE
7. Products: SIM C a r d Registration Microsite a n d B e s t
C u s t o m e r Experience
8. Price: SIM C a r d Registration is F R E E of charge; Retail
price of a Globe SIM c a r d is P H P 5 0
9. Place: Globe website, Globe physical stores,
Assisted registration in malls a n d G L O B E O N E a p p
10. Promo: via S M S blast, trade materials (i.e., flyers,
pull-u p banners, tent cards, a m o n g others), digital
ads, TV/radio
11. Panalo W i n n i n g Strategy: Differentiation strategy
f o c u se d on offering m o r e affordable a n d flexible promos,
h i g h e r mobile data offers, perks, points, a n d rewards to
the G e n Z population

4. 1 PRIMARY TARGET MARKET:
PROFILE:
O n prepaid SIMs: 87M existing Globe subscribers, with 10M who are on
basic/feature phones needing assisted registration

5. 1 PRIMARY TARGET MARKET:
PROFILE: T H E GENERATION Z:
They are clever but always
grounded on reality. They look
forward to starting #adulting
but feel they’ve been robbed
of some milestones along the
way. They are confident with
their wits and skills to take
charge of their lives and make
the world better.
For the marketing plan:
Those who are 18 to 23 years old;
both Globe subscribers
(smartphone and
non-smartphone users) and
non-subscribers. They comprise
40% of the total P H population.*
*https://pana.com.ph/fyeo/materials/Engaging%20Generation%20Z_PANA%20.pdf

6. 1 PRIMARY TARGET MARKET:

7. 2 W H A T IS T H E P R O B L E M ?
37% of online users in the Philippines reported some form
of cyberattack in 2020
At least 73% of consumer information from MSMEs is lost
to attackers, higher than 56% across Asia-Pacific
Source: Cybercrime Investigation and Coordinating Center
All time high proliferation of SCA MS and SPAM

8. 3 C U R R E N T SOLUTION:
1. D O NOTHING
I always receive
several scam
messages such as
“Thanks for your
interest in our raffle,
here’s your 10,000
cashback”
But I just ignore them.
2. R E P O R T TO T HE AUTHORITIES
Report: Take a screenshot of
the text scam message with
the mobile number of the
sender and report it to the
N TC through the following
steps: Complaints may be
submitted through email at
kontratextscam@ntc.gov.ph.

9. 4 UNIQUE S E L L I N G P R O P O S I T I O N
Globe provides a safe and easy
registration process. If you are a
new subscriber, you get additional
20GB F R E E data.
Globe, through its microsite, is
working to make the digital space
S A F E for Filipinos.
TAGLINE:
G L O B E Got you COVERED!
REGISTER your Globe Prepaid SIM
to keep the BE S T times GOING.
#AlagangGlobe

10. 5 POSITIONING MAP: 2x2
More
Secured
Less
Secured
Higher
Priced
Data
Promos
More
Affordable
and Flexible
Data
Promos
SECURITY VS. AFFORDABILITY

11. 5 POSITIONING MAP: B E N E F I T S
Benefits Matrix Globe Smart DITO
Points of Parity
Registration through website (3-step registration process)
Registration through app
Welcome, digital and recurring freebies
Safe and hassle-free registration process
Secured customer data/information
On-site assisted registration
Point of Differentiation
More affordable promos
More flexible promos and higher mobile data offers
Enjoy perks, earn points, earn rewards

12. 6 P E S O M A R K E T SIZE:
Computation for the Peso Market Size
Existing Globe subscribers 87,600,000
PTM, Gen Z users (40% of total Globe subscribers)* 35,040,000
With welcome freebie** P50
Gen Z users that will avail of the welcome freebie*** 17,520,000
Market Size in Peso P876,000,000
*refer to PTM, Slide 2
**refer to Price, Slide 19
***assumption is half of the PTM population

13. 7 PRODUCT:
SIM C A R D REGISTRATION MICROSITE
1. 3-S T E P Registration
2. Easy access via link
3. Customer Service support via Globe stores
4. Assisted registration in malls
5. Free u p to 20GB when you register – new subscribers
6. Enjoy more rewards and promos

14. NOTE:
For minors,the parent or
legal guardian will register
new.globe.com.ph/simreg 1
1. Turn on/enable your mobile data
2. Visit the registration portal
a. Link: new.globe.com.ph/simreg
b. Get link via SMS Welcome Message
c. Social media campaigns
8080
Welcome new Globe / TM
subscriber!
Ayon sa SIM Registration Act,
kailangan nang i-register ang iyong
prepaid SIM para patuloy ang
paggamit nito. Madali lang
mag-register! Visit
new.globe.com.ph/simreg and fill
out the online registration form.
Remember to upload a copy of your
valid government ID.
Register na para ma-activate ang
iyong call, text, and data services at
maging safe ang mobile use mo.
3. Enter the 10-digit mobile
number (63xxx xxx xxxx)
4. Click the “Register” button
to proceed
7 PRODUCT: Customer Experience

15. 5. Receive OT P SMS (OTP expires in 5 mins)
6. Enter OTP
7. Registration window will
appear if the OTP validation
is successful
8. Fill-out all the required
fields (with asterisk)
9. Click “Next” button to
proceed
7 PRODUCT: Customer Experience

16. 10. Select the Gov’t ID Type
11.Input the ID number
12. Click the first “Upload a photo” button to
upload the scanned/soft copy if the valid ID
13. Click the 2nd “Upload a photo” button to
upload the selfie picture of the subscriber
14. Click “Next” to proceed
1.Passport;
2.Philippine Identification;
3.Social Security Service ID;
4.Government Service Insurance System e-Card;
5.Driver's license;
6.National Bureau of Investigation clearance;
7.Police clearance;
8.Firearms' License to Own and Possess ID;
9.Professional Regulation Commission ID;
10.Integrated Bar of the Philippines ID;
11.Overseas Workers Welfare Administration
ID;
12.Bureau of Internal Revenue ID;
13.Voter's ID;
14.Senior Citizen's card;
15.Unified Multi-purpose Identification Card
16.Person with Disabilities card
VALID & UNEXPIRED GOVERNMENT IDs
7 PRODUCT: Customer Experience

17. 15. Read the Terms and Conditions and agree to proceed
● Marketing campaigns (optional)
● Agreement to share to Globe the customer’s personal data (optional)
● Attestation (mandatory)
● Globe Prepaid T&C (mandatory)
● Agreeing to all T&C
16. Click the “Submit” button to proceed with the registration process.
7 PRODUCT: Customer Experience

18. 17. Registration confirmation window will
appear if the registration is successful
together with the reference number
18. SMS message will be sent also to the
registered subscriber
19. Customer will be able to use
the SIM’s full telco services
(Outgoing calls, sms and mobile
internet to all sites and apps)
7 PRODUCT: Customer Experience

19. 8 PRICE:
Retail Price
of the SIM
GLOBE TM SMART TNT DITO
P50 P40 P40 P40 P75
Welcome Freebie Go50
5GB
Unli All-net texts
Valid for 3 days
Claim via GlobeOne
App
6GB
(400MB/day FunAliw)
30mins allnet calls
unli allnet texts
15 days
2GB
10min all net calls
100 all net texts
3 days
3GB
unli all net texts
unli intra calls
100 min all net calls
15 days
Digital Freebies
GigaLife: 2GB, 3 days
10 points
Free Apple Music, 6 months
NG1: 1GB FunAliw 10
Rewards points
GCash: P10 GCash
credits
Recurring Freebie
Go50
5GB
Unli All-net texts
Valid for 3 days
3 months; P300 reqt
VIS/GMA: 1GB FB+ML,
7 days
3 months; P200 reqt
NCL/SL/MIN: 1GB
FunRaket, 7 days
3 months; P150 reqt
T O P U P & GET: 7GB choice of Giga pack
100min all net calls
7 days
P100 load within 7 days from activation
SIM C a r d Registration is F R E E O F
C H A R G E

20. 9 P L A C E :
1. G L O B E W E B S I T E 2. G L O B E S T O R E S
W H E R E C A N I F I N D G L O B E SIM REGISTRATION?

21. 9 P L A C E :
3. A SSIST ED REGISTRATION IN MALLS 4. G L O B E O N E A P P

22. 10 PROMO:
G L O B E SIM Registration is communicated via:
8080
Ayon sa SIM Registration Act,
kailangan nang i-register ang iyong
prepaid SIM para patuloy mong
magamit ito. Madali lang
mag-register! Visit
new.globe.com.ph/simreg and fill
out the online registration form.
Remember to upload a copy of your
valid government ID. Register na
para mas safe ang mobile use mo.
Please disregard this message if you
have already registered.
1. SMS Blast 2. Trade Materials - Flyers, Pull-up Banners, Tent Cards

23. 10 PROMO:
G L O B E SIM Registration is communicated via:
8080
3. Digital Ads 4. TV/Radio

24. 11 WINNING STRATEGY:
P A N A L O - DIFFERENTIATION STRATEGY
The Primary target are
the Gen Z s who are
heavy mobile data users
and are most likely to
avail of prepaid SIMs
Focuses on providing a
secured online
experience while
keeping the B E S T times
going (affordable and
flexible promos)
Customers enjoy perks,
earn points, earn
rewards

25. SUMMARY
1. Profile of PTM: Gen Zs, those between 18-23
years old; both subscribers (smartphone and
non-smartphone users) and non-subscribers;
4 0 % of the total P H population
2. Problem: All-time h i g h proliferation of s c a m s and
spam
3. Present Choice: Either do nothing or report to the
authorities
4. Proposition (USP): Globe got the users covered. It
offers a secured online experience while keeping
the best times g o i n g (through perks, rewards, and
promos)
5. Positioning Map - Globe’s major points of
differentiation are more affordable an d flexible
promos, higher mobile data offers, offering of
perks, points, and rewards

26. SUMMARY
7. Products: SIM Card Registration Microsite a n d
Best Customer Experience
8. Price: SIM Card Registration is F R E E of charge;
Retail price of a Globe SIM card is P H P 5 0
9. Place: Globe website, Globe physical
stores, Assisted registration in malls a n d
G L O B E O N E app
10. Promo: via SMS blast, trade materials (i.e.,
flyers, pull-up banners, tent cards, a m o n g
others), digital ads, TV/radio
11. Panalo W i n n i n g Strategy: Differentiation strategy
focused on offering more affordable a n d flexible
promos, higher mobile data offers, perks, points,
a n d rewards to the Gen Z population

27. 11-P Marketing P l a n
A M A D E O - A N T O N I O - M A N A O I S - R I L L O - T A N A M O R
v 9 2 Marketing M a n a g e m e n t - Ateneo Graduate School of
B u s i n e s s
G L O B E P R E P A I D SIM R E G I S T R A T I O N S E R V I C E
Pau
SM Yvonne Shiela Juan