Imc Plan
University of San Carlos
School of Business and Economics
Department of Business Administration
SUN CELLULAR
2014 Campaign Period
MARK 34 ADVERTISING
Mr. Cergen Go
KIRMM Agency
Cabatingan, Karin S.
Dela Cruz, Mary Adrean C.
Rubia, Risienne F.
Vender, Ian Paul L.
Tacandong, Moses Grae A.
Date of Submission
January 29, 2013
TABLE OF CONTENTS
Executive Summary ---------------------------------------------------------------------------- 3
Review of the Marketing Plan ---------------------------------------------------------------- 4
Situational Analysis
Industry/Company Review ----------------------------------------------------------- 4
Product Review/Buyer Analysis ------------------------------------------------------ 7
Competitive Review ------------------------------------------------------------------- 7
Review of Existing/Past Programs --------------------------------------------------- 10
SWOT Analysis ------------------------------------------------------------------------ 10
Statement of the Problem ------------------------------------------------------------------- 11
Objectives ------------------------------------------------------------------------------------ 11
Overall Strategy ------------------------------------------------------------------------------ 13
Details of the Plan --------------------------------------------------------------------------- 14
IMC Campaign Flowchart ------------------------------------------------------------------- 15
Metrics and Measures ----------------------------------------------------------------------- 16
Conclusion ------------------------------------------------------------------------------------ 17
Budget Summary ---------------------------------------------------------------------------- 17
Appendices ----------------------------------------------------------------------------------- 18
References
School of Business and Economics
Department of Business Administration
SUN CELLULAR
2014 Campaign Period
MARK 34 ADVERTISING
Mr. Cergen Go
KIRMM Agency
Cabatingan, Karin S.
Dela Cruz, Mary Adrean C.
Rubia, Risienne F.
Vender, Ian Paul L.
Tacandong, Moses Grae A.
Date of Submission
January 29, 2013
TABLE OF CONTENTS
Executive Summary ---------------------------------------------------------------------------- 3
Review of the Marketing Plan ---------------------------------------------------------------- 4
Situational Analysis
Industry/Company Review ----------------------------------------------------------- 4
Product Review/Buyer Analysis ------------------------------------------------------ 7
Competitive Review ------------------------------------------------------------------- 7
Review of Existing/Past Programs --------------------------------------------------- 10
SWOT Analysis ------------------------------------------------------------------------ 10
Statement of the Problem ------------------------------------------------------------------- 11
Objectives ------------------------------------------------------------------------------------ 11
Overall Strategy ------------------------------------------------------------------------------ 13
Details of the Plan --------------------------------------------------------------------------- 14
IMC Campaign Flowchart ------------------------------------------------------------------- 15
Metrics and Measures ----------------------------------------------------------------------- 16
Conclusion ------------------------------------------------------------------------------------ 17
Budget Summary ---------------------------------------------------------------------------- 17
Appendices ----------------------------------------------------------------------------------- 18
References
References: Brief History March, 2003 Sun Cellular began operations in major cities of the Philippines October, 2004 March, 2005 Sun Cellular began to offer call and text unlimited for 350php a month and 100php a week February, 2006 Sun introduced a free voice calls included in texts unlimited cards for 4 hours and 1 hour respectively March, 2006 Sun increased the price of their texts unlimited cards to 450 and 150 respectively September, 2006 Sun introduced the 100php call and text unlimited for 5 days February, 2007 Sun introduced 25Php 1 day call and text unlimited Smart is a wholly owned mobile phone and Internet service subsidiary of the Philippine Long Distance Telephone Company (PLDT). On June 30, 2010 the company reported that it has over 45 million cellular subscribers.