10 Step Marketing Plan for SmartBro Plug-It Prepaid 2010

1. 1 10 STEP Marketing Plan for SmartBro Plug-It Prepaid Martha Ballesteros March 2011 http://martha-ballesteros.blogspot.com/

2. 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. Disclaimer http://martha-ballesteros.blogspot.com/

3. SmartBro Plug-It’s primary target market are students and young professionals “on-the-go” Those who want high-speed and nationwide coverage wireless broadband connection anytime, anywhere Can choose between Globe Tattoo and Sun Broadband Wireless Gap is all other wireless broadband brands promise the same internet access speed up to 2mbps but not nationwide coverage Wireless broadband market size is Php 40B in 2010. Steps 1 to 5Students and young professionals who want the fastest and “nationwidest” internet connection http://martha-ballesteros.blogspot.com/

4. Smartbro Plug-It is a wireless broadband internet service in a USB modem that you can carry wherever you go SmartBro Plug-It offers the same prepaid rates vs. direct competitors Uses TV, radio, events, social media networks Nationwide distribution Supply and distribution leverage Steps 6 to 10Summary headline of the marketing mix & strategy http://martha-ballesteros.blogspot.com/

5. 1. SmartBro Plug-It’s primary target market are students and young professionals “on-the-go” 15-30 years old, social classes AB and C, single Students and young professionals who work and surf “on-the-go” Students and young professionals who need to connect to the internet for research and work-related surfing as well as social networking and downloading anytime, anywhere http://martha-ballesteros.blogspot.com/

6. 2. PTM needs to be connected anytime, anywhere Status Sense of belonging Security Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://martha-ballesteros.blogspot.com/

7. 2. PTM’s needs, wants & demands from their wireless broadband network Students and young professionals need to have a secure connection, asense of belonging as well as gain status and self-esteem Students and young professionals choose SmartBro Plug-It over other wireless broadband networks because of price, packaging, speed, brand promise of “fastest and nationwidest” coverage Students and young professionals “on-the-go” demand: A wireless broadband powered by the fastest, nationwidest network with more value for their money http://martha-ballesteros.blogspot.com/

8. 3a. SmartBro Plug-It has a few competitors in providing prepaid wireless internet connection Direct: Globe Tattoo and Sun Broadband Wireless Indirect: WiFi (Free/Secured), Internet Café, Mobile Internet Variables: Price, Coverage, Strength of Signal, Speed, Packaging, Online Presence (Website), Freebies http://martha-ballesteros.blogspot.com/

10. Benefit Positioning vs. Brand Matrix3b. Competitive Position Map http://martha-ballesteros.blogspot.com/

11. 3b. SmartBro Plug-It is #1 in distribution: nationwide market introductory price for prepaid wireless broadband kits as of Feb 2009 Price vs. Coverage Matrix Globe (P1895) Sun (P1895) Globe (P1895) Globe (P1895) SmartBro (P1995) Sun (P1895) Sun (P1895)) Globe (P1895) SmartBro (P1995) SmartBro (P1995) SmartBro (P1995 ) http://martha-ballesteros.blogspot.com/

12. 3b. SmartBro Plug-It is #1 in distribution: nationwide wireless broadband internet coverage as of Feb 2010 Price vs. Coverage Matrix Sun (P888) SmartBro (P995) SmartBro (P995) Sun (P888) Sun (P888) SmartBro (P995) SmartBro (P995) Globe (P895) Globe (P895) Globe (P895) Globe (P895) http://martha-ballesteros.blogspot.com/

13. 3b. SmartBro Plug-It is #1 in distribution: nationwide wireless broadband internet coverage as of Feb 2011 Globe (P1245 ) SmartBro (P1245) SmartBro (P1245) Sun (P1495) Globe Tattoo (P1245) Globe (P1245 ) Sun (P1495) Sun (P1495) SmartBro (P1245) SmartBro (P1245) Globe (P1245) Sun (P1495) *Increase in prices is attributed to “freebies” e.g. free surfing hours , calls and texts, personalized sticker name for USB dongle, etc. *Decrease in market share due to increasing availability of free wifi spots as well as , popularity and affordability of mobile internet http://martha-ballesteros.blogspot.com/

14. 3b. SmartBro Plug-It’s competitors differentiate with higher speeds and unlimited promos as of Feb 2010 http://martha-ballesteros.blogspot.com/

15. 3b. SmartBro Plug-It maintains its position to be the “nationwidest” prepaid broadband using HSPA network technology as of Feb 2011 http://martha-ballesteros.blogspot.com/

17. With per minute charging

18. Affordable at P10 for 30 minutes

19. Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)

20. Recommended by Top PC VendorsNo other wireless broadband network has the same position. http://martha-ballesteros.blogspot.com/

21. Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever! - SmartBro website Tweet, Like, Download, Enjoy, Where you want, When you want. - SmartBro TVC 2011 4. SmartBro Plug-It’s Brand Identity and Positioning http://martha-ballesteros.blogspot.com/

22. 5a. Globe Tattoo ends 2010 with 1.1M subscribers http://martha-ballesteros.blogspot.com/

23. 5a. Globe Tattoo’s revenue for 2010 is Php 5.7B http://martha-ballesteros.blogspot.com/

24. “The market share we have revenue-wise is 12% to 16%, and 59% of the actual number of subscribers.” - Ernest L. Cu, Globe Telecom President and CEO 5a. Based on Globe Tattoo’s data, broadband market is estimated at Php 40B http://martha-ballesteros.blogspot.com/

25. 5a. According to Digitel’s 3Q Report, Sun Broadband Wireless’ prepaid subscribers are at 13.98M accounting for approx. 92% of wireless business segment’s Php 3.18B revenue http://martha-ballesteros.blogspot.com/

26. References http://www.abs-cbnnews.com/business/11/01/10/globe-broadband-subscribers-surpass-1-m-0 Globe broadband subscribers surpass 1-M Globe Telecom, Inc Financial and Operating Results 2010 DigitelPhils., Inc. 3Q Report http://www.abs-cbnnews.com/business/10/30/10/broadband-world-smart-rulesfor-now In the broadband world, Smart rules...for now 5a. Based on competitor data, broadband market is estimated at Php 40B http://martha-ballesteros.blogspot.com/

27. 5b. With revenue of Php 6.1B and over 1.3M broadband subscribers, SmartBro’s estimated market share is 14%-18% of approx. Php 40B total broadband users Source: http://www.pldt.com.ph/investor/Documents/PLDT_3Q2010_Press_Release.pdf http://martha-ballesteros.blogspot.com/

28. 5c. Internet user data indicates a size of Php 46B 29.7M internet users Average internet users spend approx. 15.3 hours/week Average Filipino internet spending at approx. Php300/week 29.7M x Php300 x 52 weeks = Php 46B Sources: http://www.abs-cbnnews.com/business/10/30/10/broadband-world-smart-rulesfor-nowIn the broadband world, Smart rules...for now http://www.mb.com.ph/articles/230417/internet-use-filipino-children Internet use & Filipino children http://martha-ballesteros.blogspot.com/

29. 5. Concluded that wireless broadband market is Php 40B Competitor data= Php 40B Company data = Php 40B Customer Usage data = Php 46B http://martha-ballesteros.blogspot.com/

30. 6a. SmartBro Plug-It Prepaid http://martha-ballesteros.blogspot.com/

31. 6a. SmartBro Plug-It vs. Other Prepaid Wireless Internet Networks http://martha-ballesteros.blogspot.com/

32. 6a. SmartBro Plug-It vs. Other Prepaid Wireless Internet Networks http://martha-ballesteros.blogspot.com/

33. SmartBro Plug-It Prepaid vs. Indirect Competitors http://martha-ballesteros.blogspot.com/

34. 6a. SmartBro Plug-It Prepaid as Sold in Retail Outlets http://martha-ballesteros.blogspot.com/

36. Whenever you need to surf, just plug it into the USB port of your PC or laptop, and you’ll get connected anytime, anywhere.

37. Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever!

38. Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)

39. Recommended by Top PC Vendorshttp://martha-ballesteros.blogspot.com/

41. SIM card

42. Free 120 hours valid for 5 days upon activation 7. SmartBro Plug-It Prepaid Kit http://martha-ballesteros.blogspot.com/

43. 7. Load SmartBro Plug-It Prepaid via… http://martha-ballesteros.blogspot.com/

44. 7. SmartBro Prepaid Load Packages http://martha-ballesteros.blogspot.com/

45. 7. SmartBro Plug-It Prepaid’s Per Minute Packages http://martha-ballesteros.blogspot.com/

46. 7. SmartBro Plug-It Prepaid All Text Prices http://martha-ballesteros.blogspot.com/

47. 7. Prepaid rates aim to be the most affordable with more value for your money. Very hard for consumer to compare Relative Prices vs. SmartBro Plug-It Prepaid http://martha-ballesteros.blogspot.com/

48. 7. Price ConclusionSmartBro Plug-It and Globe Tattoo offer the same prices and rates while Sun Broadband is 20% higher with their prepaid kit Relative Prices vs. SmartBro Plug-It Prepaid http://martha-ballesteros.blogspot.com/

49. 8a. Which of these modes does your product use? 4 1 5 2 3 http://martha-ballesteros.blogspot.com/

50. 8a. Smart-Bro Plug-It has tech-savvy infomercials that appeal to the need of online presence and connectivity of the youth anytime, anywhere http://martha-ballesteros.blogspot.com/

51. 8a. Affordable, Faster and Nationwide Coverage (SmartBro Plug-It Introductory TVC - 2008) http://martha-ballesteros.blogspot.com/

52. 8a. Fastest and Nationwidest Mobile Wireless Network (SmartBro TVC 2009) http://martha-ballesteros.blogspot.com/

53. 8a. Nearly 9 times out of 10, SmartBro is faster (2009 TVC) http://martha-ballesteros.blogspot.com/

54. 8a. SmartBro Mobile Broadband Speedtest – Cebu (2009 TVC) http://martha-ballesteros.blogspot.com/

55. 8a. SmartBro Mobile Broadband Speedtest – Davao (2010 TVC) http://martha-ballesteros.blogspot.com/

56. 8a. Enjoy Exclusive Unlimited Music Downloads (SmartBro 2010 TVC) http://martha-ballesteros.blogspot.com/

57. 8a. Tweet, Like, Download, Enjoy, Where you want, When you want. (SmartBro TVC 2011) http://martha-ballesteros.blogspot.com/

58. 8a. SmartBro Plug-It Prepaid Promos http://martha-ballesteros.blogspot.com/

59. 8a. The SmartBro Plug-It Encounter http://martha-ballesteros.blogspot.com/

60. 8a. SmartBro Plug-It sponsors world-class artists http://martha-ballesteros.blogspot.com/

61. 8a. SmartBro Plug-It also promotes school spirit http://martha-ballesteros.blogspot.com/

62. 8a. SmartBro B Free Day 2009 TVC http://martha-ballesteros.blogspot.com/

63. 8a. SmartBro B Free Day http://martha-ballesteros.blogspot.com/

64. 8a. SmartBro’s Online Presence http://martha-ballesteros.blogspot.com/

65. 8a. SmartBro’s Online Presence http://martha-ballesteros.blogspot.com/

66. 8a. SmartBro’s Online Presence http://martha-ballesteros.blogspot.com/

67. 8a. SmartBro’s Online Presence http://martha-ballesteros.blogspot.com/

68. 8b. Globe Tattoo challenges SmartBro’s speed test “Fastest Mobile Prepaid Broadband“ (2009 TVC) http://martha-ballesteros.blogspot.com/

69. 8b. Globe Tattoo innovates by offering free calls and texts “Make a Difference” (2010 TVC) http://martha-ballesteros.blogspot.com/

70. 8b. Globe Tattoo challenges per minute rates with unlimited surfing and texts “No Limits” (2011 TVC) http://martha-ballesteros.blogspot.com/

71. 8b. The Globe Tattoo Broadband Portfolio http://martha-ballesteros.blogspot.com/

72. 8b. Globe Tattoo’s Online Presence http://martha-ballesteros.blogspot.com/

73. 8b. Globe Tattoo Prepaid’s Promos http://martha-ballesteros.blogspot.com/

74. 8b. Globe Tattoo’s Sponsored Events http://martha-ballesteros.blogspot.com/

75. 8a. Globe Tattoo also targets students with their bundled promos http://martha-ballesteros.blogspot.com/

76. 8b. Fast and Reliable Prepaid Broadband Internet Metrowide http://martha-ballesteros.blogspot.com/

77. 8b. Sun Broadband is now consistent with its fast and reliable internet connection http://martha-ballesteros.blogspot.com/

78. 8b. Sun Broadband Wireless’ Online Presence http://martha-ballesteros.blogspot.com/

79. 8b. Sun Broadband Prepaid’s Promos http://martha-ballesteros.blogspot.com/

80. 9. Place Where is your product available? SMART Wireless Center, SMART Retail Outlets, convenience stores, loading stations, laptop/computer shops Nationwide Over-the-counter, online application/order http://martha-ballesteros.blogspot.com/

81. 10. What is the generic winning strategy? Which of the 4 strategies are being used? Low Cost Producer Supply and Distribution Leverage Differentiation Niche http://martha-ballesteros.blogspot.com/

82. SmartBro Plug-It Prepaid’s main strategy is to provide the fastest wireless broadband connection with its nationwide coverage. It benefits from the distribution leverage of Smart Communication’s nationwide network. 10. SmartBro Plug-It has supply and distribution leverage http://martha-ballesteros.blogspot.com/

83. 72 SUMMARY http://martha-ballesteros.blogspot.com/

84. SmartBro Plug-It’s primary target market are students and young professionals “on-the-go” Those who want high-speed and nationwide coverage wireless broadband connection anytime, anywhere Can choose between Globe Tattoo and Sun Broadband Wireless Gap is all other wireless broadband brands promise the same internet access speed up to 2mbps but not nationwide coverage Wireless broadband market size is Php 40B in 2010. Steps 1 to 5Students and young professionals who want the fastest and “nationwidest” internet connection http://martha-ballesteros.blogspot.com/

85. Smartbro Plug-It is a wireless broadband internet service in a USB modem that you can carry wherever you go SmartBro Plug-It offers the same prepaid rates vs. direct competitors Uses TV, radio, events, social media networks Nationwide distribution Supply and distribution leverage Steps 6 to 10Summary headline of the marketing mix & strategy http://martha-ballesteros.blogspot.com/

86. 75 10 STEP Marketing Plan for SmartBro Plug-It Martha Ballesteros March 2011 http://martha-ballesteros.blogspot.com/