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Sun Cellular
1. Sun Cellular targets teens, yuppies and families who want best value and relationship enhancing mobile services. 2. Their main competitors are Smart, Globe and other major networks, but Sun offers longer validity periods on unlimited call/text and internet plans. 3. Sun has over 15 million prepaid and 1 million postpaid subscribers supported by their nearly 7,000 cell sites nationwide.
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Introduction to a marketing plan for Sun Cellular, part of a course requirement by Prof. De Ungria, utilizing public data.
Identifies Sun Cellular's target market (teens, yuppies, families) and competition with pricing strategies against Smart and Globe. Analysis of competitors in the telecom sector, illustrating Sun's market position, challenges, and direct/indirect competition.
Sun's vision and market strategy of providing excellent service, best value, and driving competitors to match their offerings.
Market size and growth metrics showcasing Sun Cellular's rapid rise in subscribers and cell site establishment.
Describes Sun’s prepaid, postpaid, and broadband services and the features that cater to customer needs.
Outlines the service offerings of competitors like Smart and Globe to provide context for Sun's market performance.
Acknowledges awards received by Sun Cellular and highlights service accessibility, national coverage, and customer support.
Reiteration of the main points of the marketing plan emphasizing customer experience and competitive strategies.
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Sun Cellular
- 1. 10 STEP Marketing Planfor Sun Cellular Rustie Fidel June 2011
- 2. Disclaimer This 10 StepMarketing 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 to5 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 to10 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 PTMare 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 wantswants 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’sCompetitors 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 theleading 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’sPositioning against competition Benefit Positioning vs. Brand Matrix
- 11. 3 Major TelecomIndustry in the Philippines
- 12. Competition Direct Indirect
- 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’svision : “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.
- 15. 5a. Network’s PhilippineMarket Share
- 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.
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- 21. Competition – SmartPostpaid
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- 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
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- 33. Steps 1 to5 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 to10 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.
- 35. 10 STEP Marketing Planfor Sun Cellular Rustie Fidel June 2011