2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
3. Steps 1 to 5
Suncellular redefines Customer
Experience for everyone
1. Sun Cellular’s PTM are teens, yuppies and families.
2. Who wants the best-value and relationship enhancing
services to its consumers.
3. Can choose Smart, Globe and other major telecom networks
in the Philippines.
4. Other networks offering : Unlimited call/text, internet
broadband services but do not offer longer validity period.
5. Current market size for its postpaid is more than a million
subscriber and over 15 million for prepaid subscribers.
4. Steps 6 to 10
We can really compete!
6. Sun Cellular is the undisputed leader in unlimited text and call
and mobile services in the Philippines.
7. At par with Smart and Globe’s pricing as determined by the
NTC.
8. They use the following : TV, Print ads, billboards, consumer
events, social networking sites and website.
9. Nationwidest coverage
10. Sun Cellular is one of the best in the market because of the
Low cost strategy for Text, call and broadband services.
5. 1. Sun’s PTM are Teens, Yuppies and
Families
Demographics (10-60, M/F, ABCD,
single/married)
Lifestyle ( studying, part of the working
group, in business, family members that are
on the go!)
Behavior (expressive and active to
communicate, personal relationships )
6. This is me : The buyer Behavior
Relationship potentials
I need to be IN and be accepted!
6
7. 2. PTM wants wants the best-value and
relationship enhancing services
Calling/Texting and using the broadband internet
satisfies the teens, yuppies and family members : the
need to belong.
Teens, Young Professionals and Family members
choose Sun because of its low cost text/call promos.
They demand the value for their money.
8. 3a. Sun Cellular’s Competitors
Direct : Smart, Globe, Talk and Text, Red Mobile and
TM
Indirect : Landline phone, Internet shops ( YM,
Meebo )
Variable : Price, Promos, Products and Features,
Value Added Services and Brand.
9. Smart is the leading Telecommunication
Company in the Philippines
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age SMART
Matrix GLOBE
High
SMART
price
GLOBE
Low SMART
Price
SUN
10. as of 2011
Smart’s Positioning against
competition
Benefit Positioning vs. Brand Matrix
13. 4. Sun’s Best-Value, Top Performance
Network
Sun Cellular Changed the landscape of Telecommunication Industry
in the Philippines by offering best value, top performance and
excellent service to its subscribers.
Because of the unlimited call/text that was originally offered by
Sun, other networks such as Globe, Smart, TM, T&T and Red
were forced to follow.
Traditional positioning was based on low cost and reliability of the
network.
14. 4. Sun Cellular’s vision : “Everything Important is
under the Sun”
Digitel Mobile Philippines, Inc. (DMPI) is one of the Philippines’
leading mobile telecommunications company known by its corporate brand
name SUN CELLULAR. Sun Cellular holds the distinction of being the
fastest growing mobile network provider in the country with more than 15
million subscribers supported by its nearly 7,000 cell sites nationwide.
16. Sun’s Market Size
Sun Cellular reached more than 15 million
subscribers.
With nearly 7,000 cell sites and fast expanding.
In Sept 2010 Sun Cellular was the first
telecommunications provider to hit One million
Postpaid Subscriptions, with 7 out of 10 new postpaid
subscribers choosing Sun for the past three years.
17. Sun’s Product Description
Sun Cellular pioneered the intra-network unlimited
wireless services in the Philippines through its 24/7
Call and Text Unlimited (CTU) and 24/7 Text
Unlimited (TU). They also have Mobile Internet and
downloads for music, games, movies and wallpapers.
It holds the distinction of being the fastest growing
mobile network provider in the country with more
than 15 million customers supported by its nearly
7,000 cell sites nationwide.
30. Awards Received
2009 : Five months after Sun Cellular was
internationally recognized as Asia Pacific’s
Most Promising Service Provider by Frost
and Sullivan, another prestigious award-
giving body – the Philippine Marketing
Association through the AGORA Awards –
hailed Sun as this year’s Marketing
Company of the Year.
31. Sun : Anywhere, Everywhere
Nationwide Coverage
Call Center to help you with your
inquiries about promos, services offered
and account maintenance.
Partner Sales Agents
Low cost call/text/broadband rate
33. Steps 1 to 5
Sun Cellular redefines Customer
Experience for everyone
1. Sun Cellular’s PTM are teens, yuppies and families.
2. Who wants the best-value and relationship enhancing
services to its consumers.
3. Can choose Smart, Globe and other major telecom networks
in the Philippines.
4. Other networks offering : Unlimited call/text, internet
broadband services but do not offer longer validity period.
5. Current market size for its postpaid is more than a million
subscriber and over 15 million for prepaid subscribers.
34. Steps 6 to 10
We can really compete!
6. Sun Cellular is the undisputed leader in unlimited text and call
and mobile services in the Philippines.
7. At par with Smart and Globe’s pricing as determined by the
NTC.
8. They use the following : TV, Print ads, billboards, consumer
events, social networking sites and website.
9. Nationwidest coverage
10. Sun Cellular is one of the best in the market because of the
Low cost strategy for Text, call and broadband services.
