1. SUNDAY Communication
Case study
Presentation
Team Four

2. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

3. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

4. Corporate Strategy: to capitalize on the convergence of
wireless communications and Internet technologies to
develop wireless applications and services targeted at
consumers’ lifestyles
Company Background
1994: Establishment, new and small
1996: One of Six mobile phone operators
2000: Listed on NASDAQ and Hong Kong Stock Exchange
Distacom
Hong
Kong
46%Lai Sun
Develop
ment
11%
USI
Holdings
12%
Others
31%
SUNDAY is facing with difficulties of competition
in the first phrase of its business establishment

5. How the company can keep swimming in a
“Red Ocean” which is full of giant sharks ?

6. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

7. Competition
80%
20%
SUNDAY,
New world and
Peoples Phone
HKK Mobile phone market share
Market facing fierce competition
Competition focus
 Price reduction
 Technological innovation
 Customer services
Challenges
 High investment in marketing to gain customers
 Difficult to remain customer loyalty (easy to change)

8. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

9. Marketing Strategy
PRODUCT PROMOTION
PLACE PRICE
MARKETING
MIX

10. Marketing Strategy
 Strategy: Product DIVERSIFICATION
 IDD products
 ISP: Sunday.com
 WAP: SO WAP
 Handhelds
 Differentiate from competitors through:
BRANDING and SERVICES
 Additional services: Juke box, Office, Cupid
 Co-operating with handset vendors
 Provide user friendly devices
 Internet browser, e-mailing
Enhance customer values through user-
friendly and innovative services

11. Marketing Strategy
 Communication Concept: LIFE STYLE
 Brand name: SUNDAY
 Concept of relaxation
 Unique: No Chinese name
 Challenging: irreverent, challenge the traditions
 Communication Channels:
 Television
 Magazines/ News papers/ Postcards/ Flyers
 MTR Stations/ Joint promotion projects
 Target customer: ALL AGE
 Focus on those who are youthful at heart
Massive Advertising campaign and Sales
promotions to improve Brand awareness

12. Marketing Strategy
 Initial strategy: Lowest rate
 Promotion to encourage new subscribers
 Compete with competitors
 Entering the market
 Normal Price: One price policy
 Lower than competitors
 Attract new customers
 Cover students and teenagers (Price sensitive)

13. Marketing Strategy
 Distribution: RETAIL SHOPS
 Centre of districts, more than 20 shops
 High No. of subscribers/ potential customers
 Unique design: Innovative, Orange & Blue
 SUNDAY 1622: Broad distribution
 Retail shops & counters
 Direct sales teams
 Dealers
 Agents

14. Marketing Issues
Limited Distribution network
 50-70% less than other competitors
 Focus only specific districts
Advertising issues
 Mass different TV commercials at a same time =>
Confusing to customers
 Focus more on branding than service quality
 Low brand loyalty

15. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

16. Product Portfolio Analysis
SO
WAP
IDD
Hand
helds
ISP
Relative market share
Marketgrowthrate
High Low
LowHigh

17. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

18. SWOT Analysis

19. SWOT Analysis

20. Content
 Company background
 Competition
 Marketing Strategy and Issues
 Product portfolio Analysis
 SWOT Analysis
 Suggestion

21. Suggestion
 Alliance to win 3G license
 Co-ordination with other providers to win and provide 3G service
 SUNDAY itself could hardly get the license compare with big competitors
 Improve brand loyalty
 Improve Customer Care Service to take care existing customers
 Enhance service quality to sustain customer satisfaction
 Enhance distribution network
 Expand sales points to other areas including rural regions
 Establish sales booths in different areas in districts
 Expand advertising channels
 Utilize more channels to promote products (supermarkets, buildings, etc.)
 Events sponsor to enhance brand equity

22. THANK YOU
Case study
Presentation
Team Four