This a paper that we prepared in compliance for the subject Market Development at Capitol University. Hope it can help you guys.

1. MARKETING
DEVELOPMENT
PLAN
Submitted by:
Bryan Agustin B. Oculam
Princess Bern C. Abella
Ronron C. Manila
Submitted to:
Prof. Heidi Grace Mendoza

2. THE TABLE OF CONTENTS
Chapters
Page
01 THE ENTERPRISE
o HISTORY AND BACKGROUND OF THE ENTERPRISE . . . . . . . . . . . . . . . . 4
o IDENTIFICATION OF THE MAJOR PRODUCT . . . . . . . . . . . . . . . . . . . . . 7
02 THE OFFERING
o BENEFITS AND FEATURES OF THE PRODUCT . . . . . . . . . . . . . . . . . . . . . . 8
o THE UNIQUE SELLING PROPOSITION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
o MARKETING STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
03 THE TARGET MARKET
o SEGMENTATION PROCESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
o POSSIBLE TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
o THE KEY TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
o MAPPING OUT THE TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . .16
04 THE INDUSTRY
o COMPANY TREND VERSUS INDUSTRY TREND . . . . . . . . . . . . . . . . . . . . 17
o SIMILAR PRODUCT AND THE COMPETITION. . . . . . . . . . . . . . . . . . . . . 18
o MAPPING OUT THE COMPETITION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
05 PROPOSED GROWTH STRATEGIES
o OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
o THE MARKET DEVELOPMENT STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . 27
1

3. 06 DOING THE DETAILS
o ACTIVITIES IDENTIFIED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
o HARNESSING THE 4 P’S OF MARKETING . . . . . . . . . . . . . . . . . . . . . . . . 29
07 GROWTH TARGET
o INCREASE IN NUMBER OF SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
o INCREASE IN INCOME . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
o CAPTURED MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
08 INCOME PROJECTIONS
o QUARTERLY PROJECTED INCOME STATEMENT OF THE YEAR . . . . . . . 36
o QUARTERLY CASH FLOW PROJECTIONS OF ONE YEAR . . . . . . . . . . . 37
09 ORGANIZATIONAL COMMITMENTS
o ENSURING BUY-IN OF THE INVOLVED PERSONNEL . . . . . . . . . . . . . . . 38
o MONITORING AND EVALUATION SYSTEM . . . . . . . . . . . . . . . . . . . . . . 40
10 LAUNCH ACTIVITY DESIGN
o ACTIVITY DESIGN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
2

4. 3

5. HISTORY AND BACKGROUND OF THE ENTERPRISE
Cherry Mobile is a Filipino mobile phone and electronics company
founded by Maynard Ngu in 2008. Operated by Cosmic Technologies
Incorporated, the company buys mobile phones manufactured in China and
India, and markets them under the Cherry Mobile brand. Latest release of
Cherry Mobile handsets enables Wi-Fi integration, touch screen feature and
operates in Android operating systems.
4

6. Apart from being the first legal mobile phone company to introduce
phones with dual and triple Subscriber Identity Module (SIM) systems in the
Philippines, it also manufactured the first Windows-enabled phone in the
country.
Cherry Mobile’s astonishing rise to prominence has revolutionized the local
telecommunications scene through its top-of-the-line and ground-breaking
products with true Dual SIM capabilities. What started in 2009 as a mobile phone
brand with only four units to showcase has swiftly overtaken its rivals in the entrylevel market and is now considered a game changer in the industry.
In just a span of three years, Cherry Mobile now carries more than 100
handsets, making it the leading Dual SIM brand in the country. 2009 marked
Cherry Mobile’s commitment to become the top value-for-money mobile
phone in the country. In its first year, Cherry Mobile CEO Maynard Ngu
envisioned Cherry Mobile to become the brand that has “Everything for
Everyone,” providing handsets that cater to different age groups and match
different lifestyles.
5

7. It was a dream that became a reality. So big it captivated the market
and rocked its competitors - the telecommunications bigwigs. In 2010, barely
two years after it started, Cherry Mobile was voted IT Company of the Year in
the 3rd CyberPress Awards, upstaging some of the country’s technology giants.
True to its promise of bringing products that are comparable to high-end
devices at affordable prices, the company continuously expands its product
range--from feature phones to smartphones.
6

8. IDENTIFICATION OF THE MAJOR PRODUCT
Cherry Mobile is a Filipino mobile phone and electronics company. The
product phone offering started from basic phone units with SMS and call
capabilities to TV phones and the latest are the android phones.
7

9. BENEFITS AND FEATURES OF THE PRODUCT
Cherry Mobile is a mobile phone company that manufactures and offers
to its customer’s inexpensive mobile phones. This mobile phones are high end
and unique to its functionality. Cherry Mobile phones are one of the first in the
country to come up with a phone with TV on it as an added function. This type
of phones was first introduced in the late 2009 and up until now. That was a big
break for Cherry Mobile that gave them a shoot to up against giant mobile
phone companies that is sited in the country like SAMSUNG and NOKIA.
The added features that Cherry Mobile introduced in the market like the
TV is still I progress in other giant competitors. From basic phones to the latest
android phones, Cherry Mobile is still competing now with its new line ups of new
android phones that are high performance yet at an affordable price. Now a
customer who cannot afford to purchase expensive brands of mobile phone
has now an option.
Options that will make him experience the android craze with an
affordable price. This is what Cherry Mobile is all about.
8

10. THE UNIQUE SELLING PROPOSITION
VALUES YOUR
LIFESTYLE
Cherry Mobile’s USP suggest that whatever status you have in life they will
always be there and will value what your needs are because
Cherry Mobile, Values you lifestyle.
9

11. MARKETING STRATEGY
The marketing strategy that Cherry Mobile uses is Community Marketing
this technique caters to the needs and requirements of the existing customers,
as opposed to using resources to gather new consumers. This promotes loyalty
and product satisfaction and also gives rise to word of mouth marketing among
the community.
This strategy engages an audience in an active, non-intrusive prospect
and customer conversation. Whereas marketing communication strategies such
as advertising, promotion, PR, and sales all focus on attaining customers,
Community Marketing focuses on the needs of existing customers. This
accomplishes four things for a business:

Connects existing customers with prospects

Connects prospects with each other

Connects a company with customers/prospects to solidify loyalty

Connects customers with customers to improve product adoption,
satisfaction, etc.
10

12. This strategy also helped Cherry Mobile to reduce communication barriers
to its customers and easily introduce messaging to customer audience
regarding new products, Public relations strategies, or Damage control.
11

13. SEGMENTATION PROCESS
Segmenting is the process of dividing the market into segments based on
customer characteristics and needs. A demographic segmentation is the
superlative suited type of segment shall be used. Demographic segmentation
consists of dividing the market into groups based on variables such as:
SEGMENTATION
AGE
SOCIAL CLASS
Middle & Lower Class
LIFESTYLE

12+ years old
Inexpensive living
Age: Cherry Mobile designs, package and promote products differently
to meet the wants of different age groups. Cherry Mobile segments its
age group ranges from 12 years old and up.

Social
class:
Consumers
"perceived"
social
class
influences
their
preferences for cars, clothes, home furnishings, leisure activities and other
products & services. Cherry Mobile primarily caters the middle and lower
12

14. classes to their product offerings that will suit the masses with inexpensive
phones.

Lifestyle: Cherry Mobile is increasingly interested in the effect of consumer
"lifestyles" on demand. The lifestyle of the target segments are those who
are in a tight budget people yet still want a reliable and up to date
phones like phone that does runs with android OS.
13

15. POSSIBLE TARGET MARKET
The possible target market of Cherry Mobile is the masses of the
Philippines. These ranges to all social class especially the middle and lower
classes. Teens to adults are the ones targeted to by the market of Cherry Mobile.
An inexpensive and reliable to use to its customers because Cherry Mobile;
Values your life style.
14

16. THE KEY TARGET MARKET
Social Class Ratio
High Class
12%
Lower Class
52%
Middle Class
36%
The middle and lower classes are the key target market of Cherry Mobile
in the Philippines. It’s a big opportunity and a challenge how to acquire these
markets and be able to obtain it with a larger market. With ages ranges from
teens to adult it has a wide ranges because of its unique and inexpensive
product offerings that will surely be a hit to the masses.
15

17. MAPPING OUT THE TARGET MARKET
The target market of the Cherry
Mobile
through
the
years
has
been
identified as follows:
Ermita Manila, Caloocan City, Valenzuela
Davao City, Doroteo St, Cotabato City,
Tagum, Balintawak, Cubao, Novaliches,
San Lazaro, Cagayan de Oro City.
More at the link: http://www.cherrymobile.com.ph/content/stores
The red dots in the map are the locations of the concept stores or kiosk of
Cherry Mobile. By mapping out the locations of its target market of Cherry
Mobile that is mostly situated in the cities in the Philippines this it can narrow
down its target market and concentrate to the specific sites. These sites will
serve as a new concept stores or kiosk of Cherry Mobile.
16

18. COMPANY TREND VERSUS INDUSTRY TREND
Mobile phone companies now are bursting out with new ideas. Innovation
is the key to catch market shares and functionality and trend is now what the
new breed of customers want. With Samsung now introducing a new smart
phone with its smart cover and IPhone now has application with its finger
scanner the trend is constantly changing. The challenge for Cherry mobile is to
offer phones that can be a trend yet still follows its USP values your lifestyle.
Cherry mobile now will focus on the growth of its product innovations that
will surely be a hit to the consumers as it launched product units that are run by
the latest OS of androids. The industry of mobile phones especially in the
Philippines is large and as time passes trend constantly changes as new lines of
units with new modified functions and applications it added to the previous
models of the phones at this moment.
The trend on Cherry Mobile is on the how it reaches up to its customers by
offering inexpensive yet up to date phones like its current android OS phones
and currently developing new phones that will run windows OS phones.
17

19. SIMILAR PRODUCTS AND COMPETITION
As Cherry Mobile was first started its business in 2009 it has faces giants.
These giants are the primary share holders of the market of mobile phone
industries in the country.
NOKIA:
Was one of the largest and the toughest completion in 2009 where its
phones are run by Symbian OS. Nokia that have been monopolizing the market
since it has it iconic phones 3310, 1100 and 5100 launched. These units are one
of the toughest and durable phones. Now the market of Nokia has shrunk down
and the company was bought by WINDOWS a company owned by Bill Gates.
Now Nokia has been in transformation to constantly and now run with windows
OS with its LUMIA phone series.
18

20. MOTOROLA:
This was one of the phones to have in the early 2000’s. With its unique and
stylish phones it was one of the competitors of Nokia. Motorola now is owned by
Google and Motorola now runs with android OS it’s a threat for Cherry Mobile as
it is now owned by Google.
SAMSUNG:
Samsung is one of the responsible for the downgrading of shares and
domination of Nokia. Samsung is considered the toughest competition of Cherry
Mobile. Now with its offering of high end high performance yet expensive smart
phones that runs with android OS with its GALAXY series.
19

21. IPhone:
IPhone is the revolutionist and one of the pioneers of smart phone units
that cause and gave the industry of mobile phone to upgrade. APPLE the
company that owned IPhone is now setting its smart phones in the Philippines as
it launched is iStores in the country. This means an additional competition for
Cherry Mobile.
Others:
Lenovo is one of the phones that is entering in the market here in the
Philippines with Kobe Bryant as its endorser. Blackberry who was bought by
Facebook now is also trying to redeeming its position in the market.
20

22. New independent phone companies:
New brands of phones are now appearing like mushrooms hoping for a
share of the market of mobile phone in the country. Mostly these mobile
companies are China phone manufactures. This is a torn for Cherry Mobile as
the new phone manufactures get a niche of share in the market.
21

23. MAPPING OUT THE COMPETITION
iphone
others
35
30
25
20
15
10
5
0
cherry mobile
samsung
competition mapping
market share
competition mapping
customer satisfaction
competition mapping
price
my phone
competition mapping
functionality
lenovo
Deciding which companies Cherry Mobile to consider being the primary
competitive set: This data shows the competition mapping for the following
mobile phone brands. The criteria’s are the following: market share, customer
satisfaction, price and functionality.
This data shall be used as the bases for Cherry Mobile to modify and show
what are the edge factors does the competitors have. This data shall give idea
how to deal the competitors and do counter and defensive strategy to be used
by Cherry Mobile.
22

24. IPhone
iphone
IPhone is getting a strong
iphone
grip by entering to the Philippine
market share
25
20
15
10
5
0
market. Yet market share is still at
its infant stage. The price is really
9
functionality
19
customer
satisfaction
21
the factor for having a low
market share. The satisfaction
rate however is high due to its
6
software performance that is
impressive to its users.
price
SAMSUNG
samsung
SAMSUNG has a huge
samsung
market share
40
30
20
10
0
market share and is doing well
in holding it. The functionality of
31
functionality
24
11
the performance of the phone
27
customer
satisfaction
is
high
as
well.
Customer
satisfaction is expectedly high
yet
the
price
is
really
is
expensive yet due to its high
price
performance it still is has a
huge mobile market share.
23

25. MY PHONE
my phone
This
my phone
market share
25
20
15
10
5
0
17
phone
company is one of the rising
competitors of Cherry Mobile.
16
functionality
mobile
Its market share is fairly stable
16
customer
satisfaction
due to its inexpensive mobile
phone offerings. Functionality
and customer satisfaction is an
issue
21
price
yet My Phone is
still
catching a fairly good market
share.
LENOVO
lenovo
Lenovo
lenovo
market share
20
15
10
5
0
17
be
a
newbie in the mobile phone
market it is still holding a fairly
14
functionality
might
good
16
customer
satisfaction
market
share.
The
phone prices are reasonable
as well as its functionality.
Customers’ satisfaction is fairly
price
18
good. This mobile company
poses threat to Cherry Mobile.
24

26. OTHERS
others
This data is for china
others
manufactured phones. Prices
market share
20
are really high percentage
15
10
due to its very low price
7
5
functionality
5
0
customer
satisfaction
2
mobile phones. Yet due to its
lack of customer service it
has low percentage because
mostly these units are clones.
Functionality
price
19
is
very
squat
because of its poorly
manufactured parts.
CHERRY MOBILE
cherry mobile
Cherry
cherry mobile
market share
25
20
15
10
5
0
18
factors and issues of market
share,
18
customer
satisfaction
functionality
products
the
customer
needs
price
with
fairly results in terms of the
23
functionality
Mobile
of
price
satisfaction.
to
improve
its
and
It
its
competitive edge in terms of
25
innovation
of
its
product
because this is the key of having a huge market share like what Samsung has
done. The is also the key of achieving a huge market share as people is concern
more to its price and functionality. Customer Service needs to be fortified for
customers can really rely on the brand label to achieve customer loyalty.
25

27. OBJECTIVES
True to its promise of bringing products that are comparable to high-end
devices at affordable prices, the company continuously expands its product
range--from feature phones to smartphones.
AFFORDABILITY
Inexpensive product offerings of mobile phones is been the first objective
of Cherry Mobile.
The continued promises will always priority by the mobile
phone company and will continue to serve the Filipinos around the country by
its inexpensive phones offerings.
UP-TO DATE DEVICES
The upgrades for the phone are one of the issues that the Cherry Mobile
has been addressing. As well of its inexpensive phones it will also continue to
offer the fresh and latest trends of mobile phones in the market to meet the
needs of its customers.
AVAILABILITY
In order to reach more Filipinos in the country, Cherry Mobile shall
continue to expand and multiply its concept stores and kiosk through malls and
other sites to serve its customers and experience the Cherry Mobile lifestyle
because whatever walks in your life are you Cherry Mobile values your lifestyle.
26

28. THE MARKET DEVELOPMENT STRATEGY
Market development strategy entails expanding the potential market
through new customers for Cherry Mobile. New customers can be defined as:
new geographic segments, new demographic segments, new institutional
segments or new psychographic segments. Another way is to expand sales
through new uses for the product.
There can be a new demographic segment that Cherry Mobile can carry
on these is under lifestyle. As new product offerings of Cherry Mobile have been
launched in the market it can now cater the high class societies. As
technological breakthroughs a new breeds of phones units of Cherry Mobile
can now compete head on the mobile giants.
The Cosmos android phone units have powerful specs that can be
compared to Galaxy series of Samsung and IPhones of Apple. With this
expansion of units new customers can enjoy a whole new experience of
android OS craze.
NEW SEGMENT
HIGH CLASS
COSMOS
MIDDLE CLASS
CURRENT SEGMENT
27

29. ACTIVITIES IDENTIFIED
Activities now are on line in the introduction and grand launching of the
COSMOS mobile units of Cherry Mobile. New customers on the high class people
will now be catered by Cherry Mobile of its new units. A product launch will be in
line for the COSMOS units.
A fashion show will be the event launching featuring the units of COSMOS.
The fashion show will be held at Mall of Asia. The works of Rajo Laurel and Kat
Corpus will embodies the COSMOS with the famous models in the metro. Anne
Curtis will be the hosting the event with DJ Mix Master Mike will be at the after
event party.
A yearly event will be once again being held the Cherry Mobile Goes
Back to School. A project partnership of Department of Education where Cherry
Mobile helps TES builds a new library which will be used to house the five
hundred-thousand-worth of books donated to the school. Volunteer employees
from Cherry Mobile took time off work to repaint the Computer Room of
Philippine School for the Deaf.
A new program will be hurled Be Cool in School was birthed under the
community-oriented Barangay Cherry Mobile program to help students in poor
communities stay in school for the rest of the academic year. It is a fact that
many children especially in the provinces do not go to school because their
parents could not provide them basic school supplies. To help solve this
problem, Barangay Cherry Mobile gave Be Cool in School backpacks laden
with notebooks, pencils or ball pens, and sharpener to pupils of selected public
elementary schools. Volunteer employees spent time carrying boxes of
backpacks and school supplies to communities where help is least extended.
28

30. HARNESSING THE 4P’S OF MARKETING
The 4 p’s or also known as the marketing mix is a business tool used by
Cherry Mobile by its marketing professionals. The marketing mix is often crucial
when determining a product or brand's offer, and is often synonymous with the
four Ps: price, product, promotion, and place; in service marketing,
1. PRODUCT
Variety: In every series of Cherry Mobile units there are large numbers of sets
thus large variety.
Quality: Cherry Mobile is a decent and has fair quality units which are the reason
why it has a fairly good market share.
Design: Cherry Mobile units are of various designs that will suit the lifestyle for its
customers this includes android phone units, shock and water resistant phone
and the basic SMS and call phone units.
Features: Each set of Cherry Mobile units has its own features that will true fit the
lifestyle for its customers.
2. Price
Prices range from ₱ 499.00 for basic phone units to ₱ 18,000.00 android unit to
suit all class of people.
29

31. 3. Promotion
Advertising – Through TV, Sign boards, Bill boards, Radio and Newspaper,
Broachers, Posters Dummies and display stands
Personal selling – By product training to distributers for Cherry Mobile
Sale promotion – Cherry Mobile Maligayang Cash Ko is a promo that is
launched where customers will have a chance to win by just scratching the
cards in their newly bought phone units. There will be 800 winners of ₱ 10,000.00,
3 winners of ₱ 100,000.00, 100 winners of ₱ 1,000.00.
Public relation – Be Cool in School is a project where volunteer employees of
Cherry Mobile will help deliver school supplies to the rural areas. Cherry Goes
Back to School is another public project where Cherry Mobile will help in the
reconstruction of school buildings of public schools in the country.
4. Place
Cherry Mobile products are available at Cherry Mobile kiosks and concept
stores in the strategic locations nationwide to cater the Filipinos.
30

32. INCREASE IN NUMBER SALES
The current sales of Cherry Mobile units are increasing by launching its
new product offerings that will suit the lifestyle of its customers. With product
events and promos that will boost its sales for Cherry Mobile units.
Satisfy the satisfaction of the customers is one of the most important
factors to increase the sales of Cherry Mobile. Satisfying the customer’s needs
through the product and innovative applications functions of Cherry Mobile
units. When the satisfaction of the customer will fulfill customer will buy your
product. The introduction of the new product mobile phone line of Cherry
Mobile is expected to boost its sales. By this year Cherry Mobile will be launching
its windows OS phones. These phones will cater new customers who wanted to
experience the LUMIA experience at an inexpensive way, by these year
customers lifestyle will be satisfied by these new product offering of Cherry
Mobile.
By capturing the attention of the potential customer and new segments is
another factor that Cherry Mobile seeks to achieve. By launching its new series
of android phones the COSMOS these will cater a new segment the high class
people in the high society. This is a new opportunity that will bring boost to
Cherry Mobiles sales. New segment means new sales will come and an increase
of the shares in the market will be on its way.
These steps that Cherry Mobile is taking will expect to increase sales. From
COSMOS to the awaited launch of the windows OS phones of Cherry Mobile a
boarder and wider market and sales increase will presently to come.
31

33. INCREASE IN INCOME
An increase in income just only means an increase in sales. By expanding
the market also increase the sales and income of Cherry Mobile. Sales are the
single most important activity in which a company can engage that affect
Cherry Mobile’s income as well.
LOWER PRICES
The prices of Cherry Mobile products are suited to the customers budgets.
A price reduction will stimulate more sales and take market share away from
other competitors. Knowing how the Cherry Mobile units compare with similar
products from the buyers’ viewpoint, as well as the prices of competitive
products, will allow it as the best position its unit’s prices in the marketplace.
OFFER SPECIAL DISCOUNTS
Discounts, properly marketed, create a special buying opportunity in
consumers’ minds, often spurring them to take action to purchase Cherry Mobile
units. The discounts can be applied to limited products, or all products in a
storewide sale like the yearly event to Cherry Mobile, its nationwide Christmas
Sale.
32

34. The following discount strategy that will be used to increase and boost the
market sales, sales and income of Cherry mobile are the following:

Quantity Discount:
When two or more of the same product are purchased at the same time like
the buy one take one basic phone unit of Cherry Mobile that is a sure hit to
the masses.

Seasonal Discount:
When products are bought within a specific time-frame this is an example
earlier where Cherry Mobile conducts its yearly Christmas event sale.

Conditional Discount:
When the products purchased are used or reconditioned.

Stripped Discount:
When the products purchased are “stripped” of one or more features this
mobile phone units will include the no Bluetooth phones but with TV
application of the Cherry Mobile units will be on sale.
CREDIT CARDS PAYMENTS
Accepting credit cards for payment will benefit Cherry Mobiles potential
customers and a proven method to quickly spur sales.
33

35. LAYAWAY PROGRAM
A layaway program – an alternate form of offering credit to customers – is a way
to allow your customers to pay on time without Cherry Mobile will have to incur
financial risk. Layaway is very popular retail strategy prior to the widespread
growth of credit cards.
The success of Cherry Mobile is continually reinventing themselves by
listening to customers and by adapting the products that will fit to their lifestyle,
sales strategies, and processes to meet a constantly changing paradigm. Each
of these strategies is powerful revenue generators in the right circumstances for
Cherry Mobile.
34

36. CAPTURED MARKET
70
60
50
40
30
20
10
0
cherry mobile
samsung
high class
iphone
middle class
others
lower class
This bar graph shows the captured market of Cherry Mobile and also its
competitor’s position. The high rating for cherry mobile in the lower class and the
middle class is at its strong hold yet its market share for the high class is low. This is
an opportunity for Cherry Mobile as it launches its new line of mobile phones
that will cater the higher class and have a change to grab a niche in the high
class segments that is dominated by IPhone and Samsung.
35

37. QUARTERLY INCOME STATEMENT PROJECTED
FOR ONE YEAR
Cherry Mobile
Quarterly Income Projections for the year ended
Period Starting:
Sales
Sales
Other
Total Sales
1st
Quarter
2nd
Quarter
3rd
Quarter
4th
Quarter
4,573,475
6,097,967
7,622,458
9,146,950
4,573,475
6,097,967
7,622,458
9,146,950
1,335,500
191,500
98,125
1,625,125
1,341,000
193,000
130,833
1,664,833
1,346,500
194,500
163,542
1,704,542
1,379,208
194,500
196,250
1,769,958
145,000
90,000
151,000
145,000
90,000
201,333
145,000
90,000
251,667
145,000
90,000
302,000
15,000
35,000
15,000
35,000
15,000
35,000
15,000
35,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
1,826,000
1,876,333
1,926,667
1,977,000
12,000
9,500
21,500
12,000
9,500
21,500
12,000
9,500
21,500
12,000
9,500
21,500
343,155
773,490
1,203,825
1,626,448
Less Cost of Goods Sold
Materials
Labor
Overhead
Other
Total Cost of Goods Sold
Operating Expenses
Salaries and wages
Employee benefits
Payroll taxes
Rent
Utilities
Repairs and maintenance
Insurance
Travel
Telephone
Postage
Office supplies
Advertising
Training and development
Miscellaneous
Other
Total Operating Expenses
Interest income (expense)
Other income (expense)
Total Non-operating Income (Expense)
Income Taxes
36

38. QUARTERLY CASH FLOW PROJECTIONS
FOR ONE YEAR
Cherry Mobile
QUARTERLY CASH FLOW PROJECTIONS
for the year ended
Period Starting:
1st Quarter
2nd Quarter
3rd Quarter
4th Quarter
Sales
Sales
Other
Total Sales
4,573,475
6,097,967
7,622,458
9,146,950
4,573,475
6,097,967
7,622,458
9,146,950
Less Cost of Goods Sold
Materials
Labor
Overhead
Other
Total Cost of Goods Sold
1,335,500
191,500
98,125
1,625,125
1,341,000
193,000
130,833
1,664,833
1,346,500
194,500
163,542
1,704,542
1,379,208
194,500
196,250
1,769,958
145,000
90,000
151,000
145,000
90,000
201,333
145,000
90,000
251,667
145,000
90,000
302,000
15,000
35,000
15,000
35,000
15,000
35,000
15,000
35,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
150,000
10,000
8,000
5,000
1,200,000
12,000
5,000
1,826,000
1,876,333
1,926,667
1,977,000
(1,122,350)
1,434,450
5,425,700
1,434,450
5,425,700
10,825,692
Operating Expenses
Salaries and wages
Employee benefits
Payroll taxes
Rent
Utilities
Repairs and maintenance
Insurance
Travel
Telephone
Postage
Office supplies
Advertising
Training and development
Miscellaneous
Other
Total Operating Expenses
Opening Cash Balance
Closing Cash Balance
(1,122,350)
37

39. ENSURING BUY-IN OF THE INVOLVED PERSONNEL
A new initiative without staff support is like dough without yeast: Work as
you might, you'll never get it to rise to success. With the right approach, Cherry
Mobile will conquest over even the most change-averse staff.
A key element in the process is the engagement of all levels of staff
throughout the organization of Cherry Mobile. Staff engagement generates
additional input and helps build their commitment to the end plan. It is essential
to involve employees in the planning of strategy and direction for the
organization. Personnel’s input will:
Provide insight into issues, challenges, concerns, and opportunities which
may not have been known or fully understood. Ensure their "buy-in" to help
execute the strategies.
The senior management team will not execute the strategies - staff will.
Engage them and your strategy execution success rate will increase
dramatically.
38

40. Ensuring processes are successful when a bottom up and top down
communication approach is taken. It starts off with a communication to all
levels of employees informing them that a Planning process will be undertaken.
It includes how they will be involved in this process. This is the bottom up
communication. Employees will provide input to the strategic planning process
through feedback surveys, focus groups, meetings, etc. regarding their ideas for
organizational direction, etc.
It is followed by the top down communication. Senior management will
share the strategic plan with employees. They will communicate to all
employees how their engagement will help ensure success in the execution of
these strategies. Include strategies to develop a new product or deliver a new
service or re-structure a department, etc. They put teams of individuals together
to work on these major initiatives and give them investment money to ensure
success.
The high level of involvement of personnel ensures that they understand
the strategic plan. It increases their level of commitment to ensure the strategy is
successfully executed because they understand how their work and the work
they’re completing on the project helps the organization of Cherry Mobile to
realize some or all of one of their key strategies.
39

41. MONITORING AND EVALUATION SYSTEM
Monitoring focuses on the appropriate and timely provision and use of
project resources focusing primarily on inputs and outputs; evaluation focuses
on whether the expected impacts were achieved. Both monitoring and
evaluation systems assume that before the project which Cherry Mobile’s
AMBER unit was implemented, the designers conducted a problem or situation
analysis, determined the proximate and underlying causes of the problem they
wanted to address, and developed the project to deal with these specific
causes, linking project inputs with desired outcomes and impacts. In the context
of this analysis of the linkages from inputs to outputs to outcomes to impacts,
financing is considered a given; the project’s input are the resources and
services purchased with project funds.
input
output
outcomes
impact
benefits
40

42. INPUTS
The mobile phones units of Cherry Mobile will be manufactured by foreign
partner company that will be given the full unit force to produce it. Raw
materials that will be used in the Cherry Mobile phone unit should be non-toxic
for the end users of the said product unit. Also necessary measures are given to
considerations like the workforce ability to create the valuable parts of these
units. Machinery of the mass production should be in good shape in order to
create a high end phone unit. The transportation of the units of Cherry Mobile
will be through at sea by cargo ships from India to the Philippines.
INPUT ASSUMPTION
The Cherry Mobile units will have a high end functions runs with android
OS and the unit will be in good shape and quality of the units is worth mass
producing for. These units will be distributed to the following Cherry Mobile
licensed distributors.
OUTPUTS
The Cherry Mobile units will be displayed and be available in the licensed
Cherry Mobile distributors. Cherry Mobile sales representatives will be responsible
with the service and product queries by the customers.
OUTPUT ASSUMPTIONS
These units will be patronized by the teens and young professionals
because of its simplicity and luxurious design and as an inexpensive android
phone.
41

43. IMPACTS
Cherry Mobile product offerings as an inexpensive android phone unit will
change the game phase of the people because of its price and functionality.
This is a step towards a revolution of manufacturing android OS units with
inexpensive phone.
BENEFITS
The mobile phone units of Cherry Mobile will be a step to a broader
market with inexpensive android phone offerings that will boost the market
share here in the Philippines. The growing popularity of these units is just the
beginning and future improvements will be carried as time takes by and market
shares for these units will take place in a stronghold.
42

44. LAUNCH ACTIVITY DESIGN
The product launching of the COSMOS units of Cherry Mobile will be a
night of fab and glam as it target to cater a larger market. Now all walks of life
of Filipinos can experience a Cherry Mobile lifestyle. The event will be a fashion
show event and an after party will be on the way.
The theme for the fashion show will be “take a closer at the COSMOS”. This
fashion show will be the event launching featuring the units of COSMOS. The
fashion show will be held at Mall of Asia. The works of Rajo Laurel and Kat Corpus
will embodies the COSMOS with the famous models in the metro. Anne Curtis will
be the hosting the event.
The after event party which is has a theme of “PARTY NG BAYAN” will be
open to the public as Cherry Mobile will have a press research for the COSMOS.
Product endorsers of Cherry Mobile will also be there to endorse there Cherry
Mobile unit like Sarah Geronimo, John Lloyd Cruz, Kim Chui and the newest
addition endorsers of Cherry Mobile Robin Padilla, Kris Aquino, with DJ Mix
Master Mike will be tuning the beat during the said event. Now people with all
walks in life can enjoy and experience the Cherry Mobile lifestyle as it seeks to
live up to its slogan “values your lifestyle”
43

45. LOCATION
Location: Mall of Asia Complex, Bay City,
Pasay City, Philippines.
Grand launching event: April 8, 2014
Capacity: 17,000(full seated)
Time: 7:00 pm
MODELS:
Professional models form the eyecandy
modeling agency management will be
hired for this event.
FASHION DESIGNERS:
The invited fashion designers will be of Rajo
Laurel and Kat Corpus.
44

46. HOST:
Anne Curtis will host the fashion show launching event of the COSMOS units
together Sarah Geronimo, John Lloyd Cruz, Kim Chui and the newest addition
endorsers of Cherry Mobile Robin Padilla, Kris Aquino that will be in the after
event party with DJ Mix Master.
Guest:
The VIP guest in the high society will be invited to the product launching. The
media people will be invited as well.
45

47. THE LAUNCHING EVENT FLOW
red carpet
product
introduction
fashion show
after event
party
•press release
46

48. CHERRY MOBILE’S “TAKE A CLOSER LOOK AT THE COSMOS” AND
“PARTY NG BAYAN PROGRAMME”
April 8, 2014
TIME
PROGRAM
6:30 pm
Red Carpet (invited guest)
7:00 pm
Official Opening of the Fashion Show (Anne Curtis Host)
7:05 pm
Rajo Laurel Collection Designs
7:55 pm
Kat Corpus Collection Design
8:00 pm
End of the fashion show event
8:15 pm
The gates will be open to the public for the “PARTY NG
BAYAN EVENT”
8:25 pm
Press Release for the COSMOS
8:45 pm
PARTY NG BAYAN opening
10:30 pm
PARTY NG BAYAN closing
A red carpet will be at the halls as the guest of the said event will enter
the location. Seats for the said event will be organized according to their code
numbers that will be included in the invitations. As the fashion show will on its
way come up on Anne Curtis will welcome the guest in the said event and will
officially announce the opening of the event with the introduction of the new
line of android phone units that Cherry Mobile will offer to the market.
47

49. The works of the invited fashion designers will showcase their designs that
will embody the COSMOS units. As the models will walk in the catwalk, each of
the will be holding a COSMOS unit.
After the fashion show will conclude the after event party will be open to
the public with DJ Mix Master will move the beat to the people and the Cherry
Mobile endorsers will take to the center stage to join the after event party to
entertain the crowd.
As the night will come to an end the hype of the COSMOS units will surely
be a big hit to its new market. This is a grand event launching of Cherry Mobile
as it only to give the best for its customers and will live up to their goal “values
you lifestyle”
48