An integrated marketing communications campaign for Sun Cellular's Text Unlimited

• Main Authors: Ibanez, Kristine C., Lao, Jenna Kamille S., Uy, Trisha Andrea S.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18075
• Institution: De La Salle University

This paper is an integrated marketing communications campaign for Sun Cellulars 24/7 Text Unlimited service. It offers unlimited text messaging and a generous amount of free voice calls in four different peso equivalents. This service, first offered to consumers in 2006, boasts of the longest validity among competing services and additional free benefits for the lowest cash outlay. Despite this obvious strength, the market for Sun Cellulars Text Unlimited has so far been limited to the socio-economic class C. It is expected that Sun Cellulars Text Unlimited will increase its market share from 17 to 22% after the full run of the campaign. The campaign aims to address the aforementioned challenge by differentiating Sun Cellulars Text Unlimited from the services offered by its competitors by highlighting and presenting Sun Cellulars competitive advantage in terms of price, validity and availability of free voice calls. Given its limited advertising budget, Sun Cellulars Text Unlimited should focus on below-the-line advertising without totally disregarding the use of above-the-line advertising. The proposed ambient ads will give better recall and recognition for the product to the relatively young target audience who spend most of their time outside their homes. Unlike its direct and indirect competitors, Sun Cellular should do away with conventional celebrity endorsers.