A marketing plan for Smart Communications Inc. Jump In Sim

• Main Authors: Go, Adrian Conrad T., Gumabao, Michele Theresa I., Losañes, John Paolo M., Marquez-Lim, James Vincent M.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Telephone cards—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18261
• Institution: De La Salle University

In the 21st century, it is nearly impossible to imagine life without broadband internet, landlines, and mobile phones. Connectivity has become part of our lives, allowing us to live in a globally-connected world. A mobile phone today is very important that it would be very difficult for people to live without it. With the development of technology, mobile phones have become a tool to connect to social media such as Facebook and Twitter, having multitudes of users sharing similar content across the world. With the popularity of all these services, the Cellular Mobile Telephone System (CMTS) in turn is saturating. CMTS firms need to provide their consumers a reason to stay else they will switch to other networks. Smart Communications, while being the leading network provider in the Philippines with a market share of 59% in 2012, has lost to Globe Telecom, with a 50% market share in the youth segment in Metro Manila in comparison to Smart's 35%. As a response, Smart Communications decided to formulate a Student-Catered SIM under Smart Prepaid's brand called Jump In SIM , which was launched last November 2012. However, despite the heavy advertisements and special product offers, the market did not respond well because of poor product execution. This thesis will focus on coming up with a fully integrated marketing plan for the new Smart Prepaid Jump In SIM. The group identified the loop holes and mistakes of the company's strategy towards convincing students to use this SIM. The group saw this as a big opportunity to increase product awareness, trial and usage. This led the group to revamp the current product situation and formulate new strategies and marketing efforts. The group decided to focus on three universities within the University-Belt, namely University of the East, Far Eastern University, and National University, as a pilot test for a working model which will be then used in other universities. They are located in the University Belt and part of the UAAP which makes them very influential to the schools around them. On the first year, a budget of 9 million pesos will be allotted for the project this already includes a 5% contingency plan. Estimated profits for this year would be P3,082,888.32. The cost for Jump In SIM’s sales promotion program would decrease on the succeeding year of operations. A total budget of 8 million pesos will be allotted for the campaign on the second year and estimated profits would be P13,363,475.80. With proper execution, Smart Communications will achieve its goal to be the leading mobile service provider in the youth segment in terms of user base.