10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)

10 STEP Marketing Plan for Globe Tattoo Broadband Postpaid Zhou Xue (Vicky) February 2011

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5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.Globe Tattoo primary target market (PTM) are “Internet Savvy Gen Ys” ,[object Object],[object Object],[object Object]

I want to connect with my friend and family Internet is my whole life I am unique!

2. Globe Tatoo PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. Globe Tattoo has many formidable competitors ,[object Object],[object Object],[object Object]

3b. Competitive Position Map ,[object Object],[object Object]

Globe Tattoo has the highest speed with different prices Sun Plan 350 Globe SuperStick Sun SBW Plan 1399 Price vs. Speed Matrix Price/Speed Up to 512kbps Up to 2mbps Up to 3mbps - P 500 - P 800 - P 1000 + P 1000

Globe Tattoo unique positioning is shown in this competitive map Benefit Positioning vs. Brand Matrix Globe Smart Sun Functional benefit/Brand Tattoo Stick Tattoo Myfi Tattoo Superstick Plug-it Pocket Wifi Easy broadband SBW Plan 1399 Plan 350 Lite Fixed hours usage per month Unlimited usage Free Device Price Freebies (calls, texts and McAfee) Speed up to 3 mbps Lock-in period less than one year WiFi function Nationwide coverage Stable signal Saving money

4. Globe Tattoo positions with differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Based on competitor’s data, broadband market is 2.63 million ,[object Object]

5a. Based on competitor’s data, broadband market is 2.63 million ,[object Object],[object Object],[object Object],[object Object]

5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million Source: http://www.abs-cbnnews.com/business/11/01/10/globe-broadband-subscribers-surpass-1-m-0

5b. Based on ABS-CBN News, where Globe Broadband share is 59%, total market size is 1.7 million ,[object Object],[object Object],[object Object],[object Object]

5. Concluded that broadband market is 2.165 million ,[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Broadband category is dominated by 3 major brands

6b. Product Description ,[object Object],[object Object],[object Object]

7. Price- Globe Tattoo is 25% premium priced than the lowest competitor ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8a. Which of these modes does your product use?

[object Object],8a. Promo: GLOBE Tattoo "No Limits" TV Commercial 2011

8a. Promo: A testament to the improved speed and reliability of Tattoo ,[object Object],http://www.coolbuster.net/2011/01/new-globe-tattoo-tvc.html

8b. Smart’s and Sun’s promo

9. Globe Tattoo is distributed nationwide using Globe store and Internet ,[object Object],[object Object],[object Object],[object Object]

10. The generic winning strategy of Globe Tattoo is differentiation ,[object Object],[object Object],[object Object]

10 step marketing plan for globe tattoo broadband postpaid zhou xue (vicky)

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