REVALIDA (SMART)

Group 2
FLOW OF PRESENTATION
I. Brand Review
II. Current Marketing Situation
III. Consumer Analysis
IV. Brand Framework
V. Implementation
VI. Communication Strategy
VII. Budget
VIII. Key Performance Index
CURRENT MARKETING SITUATION
Industry Analysis
Market Share & Competitor Analysis
While Smart has been the leading service
provider for wireless services, it has yet to capture
the youth market in Metro Manila

Graph
BRAND REVIEW
4 Ps Marketing Mix
Product: Leading wireless service provider, boasting a
reliable network which lets you Live More.

Price: Prepaid: ~PHP 20 to 250 Postpaid: Varying

Place: Nationwide Coverage

Promotion: Live More - A multimedia campaign that
encourages Filipinos to Live More: by letting them stay
connected through their reliable network.

CONSUMER ANALYSIS
Demographic Attributes
Age: 16-24
SEC Bracket: A-D
Occupation : Students, Yuppies
Location: Metro Manila

CREATIVE TARGET MARKET
(insert picture of a girl)

-story nung person (written sa white board)
PSYCHOGRAPHIC ATTRIBUTES
Lifestyle Aspirations Relationship
Her everyday life
involves going to
school to attend
classes and her
organization activities
She wants to become
successful by striking
a balance between
her social life and
academics.
She always wants to
stay connected with
her friends and loved
ones.
CONSUMER INSIGHT
In order for me to be updated with all the important
events that are happening around me, I always want to
stay connected with my friends and loved ones.


BRAND FRAMEWORK
BUSINESS STRATEGY
Business Objective
To increase its mobile subscription market share in the
youth sector especially in Metro Manila
Source of Business/Marketing Objective
To penetrate the existing market of non-users and
lapped users of Smart
Major Business Issue/Opportunity
Smart has not captured the pulse of the youth.
Marketing Strategy
New News. To introduce new marketing efforts such
as campus tours to tap the youth sector
Creative Strategy
Unique Selling Proposition
Only Smart can provide you with a reliable network so you
could stay connected with your friends and loved ones.
Proof
Smart has outperformed its major competitor in 4 out of 5
tests performed by NTC such as ----------..
Brand Totality
Personality: Dynamic, Reliable ,and Diverse
Tone of Voice: Witty, Wacky, and Attention-Grabbing
Value: Every moment counts.
Brand Idea
Live more. Make the shift.


CREATIVE STRATEGY MAP
Current
Consumer
Behavior
Current
Consumer
Mindset
Desired
Consumer
Mindset
Desired
Consumer
Behavior
Almost all of the
target market
are Globe
subscribers.
Since all of my
friends are
Globe
subscribers,
why bother
switching?
Smart is the
only reliable
network and
allows you to
stay connected.
Shift to Smart,
maintain
subscription and
enjoy all its
promos and
offerings.
IMPLEMENTATION: 3S/S3
o Phase 1 Start SMART
Ad Campaign
o Phase 2 Shift SMART
Live SMART Campus Tour
o Phase 3 Stay SMART
Barkada deals and promos
COMMUNICATION STRATEGY
Communication Discipline
Advertising
Maintain advertising efforts but more aggressive
COMMUNICATION STRATEGY
Communication Channels and Execution
ATL
TV commercials in minor and major networks
Radio advertisements
Billboards along major thoroughfares such as EDSA, C5,etc.
Print ads in sari-sari stores, convenience stores and in
universities.
Digital
Networking sites such as Facebook, Twitter, etc.
BTL
Free sim cards
BUDGET
Communication Amount
Campus Tour 75,000,000
TV Commercials 56,700,000
Radio 2,550,000
Print ads 1,800,000
Miscellaneous 3,950,000
TOTAL 140,000,000
KEY PERFORMANCE INDEX
25-30% market share
Average of 1 million viewers per scrreening day for
TVC across three months
Average of 200,000 listeners per airing day for
radio commercial
100,000 likes on Facebook