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10 STEPMarketing Plan for My|Phone

Zhu,Chaofan (James)February 2011

5 Steps for Part 1 (PTM and Positioning)

1. My|Phone is tagged as "Pinoy Phone“.2. Who want to get Internet anytime and

anywhere with fast speed3. Can choose Cherry Mobile or China

Phones4. Gap is My|Phone the one with low

prices but the good quality 5. Above 1.4 Million buyer in 2010

5 Steps for Part 2(Marketing Mix & Strategy)

6. Globe Tattoo Broadband Postpaid

7. Promo sales 8. Uses TV, Print ad, radio,

Posters, Billing inserts and events

9. Nationwide dealerships10. Uses a differentiation

strategy to win

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.My|Phone primary target market (PTM) is tagged “Pinoy Phone”

Demographics (All ages, M/F, social class AB and upper C, single/married)

Lifestyle (study, working, connect friends and family anytime wherever)

Behavior (anytime and anywhere, non-stop call and texts)

I want to contact with my friends and family

Through call and texts

Important communication tool

Pinoy Use Pinoy Phone!

2. My|Phone PTM’s NWE

Gen Ys needTo belong (social), Self-Esteem, Self actualization

Gen Ys choose My|Phone over than another brands because of ….

Low-price, full of functions, designs and credibility& awareness of company, brand, value and function

Gen Ys expect these when they use My|Phone Enjoy the 24/7 calls and texts anytime and anywhere,it can take pictures and listen radio and musics.

3a. My|Phone has many formidable competitors

Direct: Cherry Mobile and China Phone

Indirect: Nokia, Motorola, LG, Samsung,

Iphone

Variables: Price, Quality, packaging, specific use, signal, brand, function, coverage

3b. Competitive Position Map

1. Price vs. Model2. Brand vs. Positioning

My|Phone has the highest speed with different prices

Price/Model Camera Type

(SIM/s)Bluetooth

+ P 1000

+ P 2000

+ P 3000

+ P 4000

+P 5000

Price vs. Model Matrix

TV

My|Phone unique positioning is shown in this competitive map

Myphone

Cherry China Phone

Month of Quality

Unlimited usage

Appendant Devices

Applications( Java)

Camera

Functions

Nationwide coverage

Stable signal

Saving money

Positioning vs. Brand Matrix

4. My|Phone positions with differentiation

The differentiation of My|Phone: Only one mobile company able to put

the pray in the cellphone Philippines Map on the back of

cellphone that has designed of Noynoy Inaugural

Phone Dual –Sim card ports

5a. Based on the data, My|Phone market share takes 8 percent

Source: http://

mabuhaycity.com/forums/technology-electronics-gadgets/8624-rp-mobile-penetration-rate-seen-reach-147-a.html

5a. Based on competitor’s data, mobile market is 20 millions up

My|Phone are 1.4 million Cherry Mobile are 1.1 million China Phone are ? million Another Main Brands are 20

millions Total market: 1.4+1.1+?

+40/50=20 millions up

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

Source: http://www.pinoyprogress.com/showthread.php?t=981&page=2

5b. Based Company sales data, where My|Phone share is 8%, total market size is 1.4 million units owner

Company sales data: My|Phone 1.4 units owner

The market share is 8% of the actual number of units owner.

Then total broadband market size is: 20

Million units owner

5. Concluded that cellphone market is 20 millions up

1. Competitor data= 20million

2. Company data = 1.4 million

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The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. My|Phone categoried is dominated by 3 major brands

6b. Product Description

My|Phone – the first and only Filipino mobile phone brand that offers dual SIM mobility – grew from a favor for friends to try out a local mobile phone brand in an attempt to join the playing field of established international giants. Three years down the line, My|Phone has proven to be a definitive contender in the Philippine mobile phone landscape, consistently averaging significant sales figures. The response has driven My|Phone to continuously strive to develop better phones at much affordable prices.

7. My|Phone promo sales with Sun Cellular

8a. Promo: The first Music Album Phone

8b. Cherry and China Phone

9. My|Phone is distributed nationwide in its dealer counter and another channel sale

Any of Mobile Dealers in the Malls Nationwide Pick-up by customers Cash and credit transaction

10. The generic winning strategy of My|Phone is differentiation

My|Phone main strategy is product differentiation.

It satisfies all needs of different users: light user, heavy user, and music users. It is helpful to enlarge market share.

It has excellent products with additional functions .

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SUMMARY

5 Steps for Part 1 (PTM and Positioning)

1. My|Phone is tagged as "Pinoy Phone“.2. Who want to get Internet anytime and

anywhere with fast speed3. Can choose Cherry Mobile or China

Phones4. Gap is My|Phone the one with low

prices but the good quality 5. Near 1 Million buyer in 2010

5 Steps for Part 2(Marketing Mix & Strategy)

6. Globe Tattoo Broadband Postpaid

7. Promo sales 8. Uses TV, Print ad, radio,

Posters, Billing inserts and events

9. Nationwide dealerships10. Uses a differentiation

strategy to win

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10 STEPMarketing Plan for My|Phone

Zhu,Chaofan (James)February 2011