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10 Step Marketing Plan Draft - Martha Ballesteros
1. 1 10 STEP Marketing Plan for SmartBroPlug-It 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. SmartBroPlug-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 Over 900,000 prepaid broadband subscribers 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 Wireless Broadband SmartBro Plug-It is more affordable TV, radio, events, social media networks Nationwide distribution Low cost and 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 upper 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 Job 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 Young professionals need job security, students need to have a sense of belonging and both need to 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 and most Freebie-loaded network http://martha-ballesteros.blogspot.com/
8. 3a. SmartBro Plug-It has a few competitors in providing wireless internet connection Direct: Globe Tattoo, Sun Broadband Wireless, BayanBroadband, and Wi-Tribe Bitsy 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/
11. 3b. SmartBroPlug-It is #1 in price: affordable wireless internet connection provider for students and young professionals http://martha-ballesteros.blogspot.com/
12. 3b. SmartBro Plug-It is #1 in distribution: nationwide wireless internet coverage
15. Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)
16. Recommended by Top PC VendorsNo other wireless broadband network has the same position. http://martha-ballesteros.blogspot.com/
17. 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. “Positioning”: brand identity from the network
18. 5a. Globe Tattoo’s revenue for 2010 is P5.7 billion http://martha-ballesteros.blogspot.com/
19. “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 press release, broadband market is estimated at P38 billion
20. References Globe Telecom, Inc Financial and Operating Results 2010 http://www.abs-cbnnews.com/business/11/01/10/globe-broadband-subscribers-surpass-1-m-0Globe broadband subscribers surpass 1-M Based on competitor data, broadband market is P38 billion
21. 5b. SmartBro’s wireless broadband revenue for 2010 is P5.3 billion Source: http://www.pldt.com.ph/investor/Documents/PLDT_3Q2010_Press_Release.pdf http://martha-ballesteros.blogspot.com/
22. 5c. Estimate the market size using customer data Usage per day or per year Per person Per household http://martha-ballesteros.blogspot.com/
23. 5. Wireless Broadband Market Competitor data= P38 billion Company data = Customer Usage data = http://martha-ballesteros.blogspot.com/
24. 6a. Photo of product category Show a product shot Your product and your competitors with, without box as they look in the supermarket All pack sizes All variants All major brands http://martha-ballesteros.blogspot.com/
25. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales http://martha-ballesteros.blogspot.com/
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27. Whenever you need to surf, just plug it into the USB port of your PC or laptop, and you’ll get connected anytime, anywhere.
31. 7. Price Get prices of your product Creatively compare vs. competitors across different pack sizes and variants Quantify the price difference in % terms vs. competitors Conclude on what pricing strategy is being used http://martha-ballesteros.blogspot.com/
32. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use http://martha-ballesteros.blogspot.com/
33. 8a. Smart-Bro Plug-It has tech-savvy commercials that appeal to the need of online presence and connectivity of the youth http://martha-ballesteros.blogspot.com/
34. 8a. SmartBro Plug-It instills school spirit http://martha-ballesteros.blogspot.com/
35. 8b. Competitor promo Show also how your key competitors communicate Their commercials Their websites And why your communication stands out http://martha-ballesteros.blogspot.com/
36. 8b. Competitor promo Samples Can be multiple slides http://martha-ballesteros.blogspot.com/
37. 9. Place Where is your product available? SMART Business Center, SMART Retail Outlets, convenience stores, loading stations, laptop/computer shops Nationwide Over-the-counter, online application/order http://martha-ballesteros.blogspot.com/
38. 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/
40. SmartBroPlug-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 Over 900,000 prepaid broadband subscribers in 2010 Steps 1 to 5Students and young professionals who want the fastest and nationwidest internet connection http://martha-ballesteros.blogspot.com/
41. SmartBro Plug-It Wireless Broadband Price TV, radio, events, social media networks Nationwide distribution Low cost and supply and distribution leverage Steps 6 to 10Summary headline of the marketing mix & strategy http://martha-ballesteros.blogspot.com/
42. 34 10 STEP Marketing Plan for SmartBroPlug-It Martha Ballesteros March 2011 http://martha-ballesteros.blogspot.com/
