TABLE OF CONTENTS

About MyPhone.

Situational Analysis..

Marketing Mix

SWOT Analysis.

Campaign Objectives...

Campaign Brief...

Marketing, Advertising, and PR Strategy

Media Strategy

Media Calendar..

Creative Brief..

Appendices..

Resources

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 SITUATIONAL ANALYSIS

Standing in the Mind

Motivations

In todays society in which technology is at its peak, a phone is considered an

extension of every person. It is a gadget in which almost anything can be done: text

messaging, calling, playing games, surfing the Internet. People are looking for a phone

that offers all of that, but still has an aesthetic appeal, as well as an affordable price.

Brand Awareness

Current Buyers/Users Responses

AGNCs research team gathered actual reviews on several MyPhone products

from different sources such as Lazada, an online one-stop store, and MyPhones

Facebook page.

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Standing in the Market

Market Size and Nature

MyPhone targets low to middle class consumers as well as students who cant

afford more expensive phones, but still want phones that offer everything other bigger

phone brands do, but still at an affordable price.

Product

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 MyPhone manufactures a variety of smart phones, feature phones, tablets, and

accessories, all offered at affordable prices.

Market Position

Based from an article published in the Manila Times, MyPhone is the third largest

mobile phone brand, in the mass-market category, in the Philippines after Samsung and

Cherry Mobile.

Presently, MyPhone already has 250 dealers nationwide and nearly 200 concept

stores and kiosks distributing its products nationwide.

Marketing Activities

MyPhone utilizes both Above-the-Line and Below-the-Lineadvertising. They also

have a strong social media presence, as demonstrated by their campaign,

#WalaKaSaPhoneKo. MyPhone gives away a free Pinoy watch for every purchase of

their product, making purchases seem more attractive and sulit.They are also endorsed

by Teen King Daniel Padilla, making their brand even more recognizable and attractive.

Buying Patterns

Consumers usually buy MyPhone products when they are looking for affordable

phones, or looking for a back-up phone that can be used during vacations or other out-

of-town activities.

MARKETING MIX

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Product

Much like their other multinational competitors in the market, MyPhone manufactures a

variety of smart phones, feature phones, tablets, and accessories.

Price

MyPhone, which targets low to middle class patrons as well as students who dont have

enough money to afford fancier, pricier phones, offer their products at affordable prices; feature

phones have a starting price of P499, smart phones are sold starting from P1,299, and tablets

from P2,990.

Place

MyPhone has a total of 74 concept stores and 15 kiosks in various malls nationwide, and

they offer their products for sale in online outlet Lazada.

Promotion

MyPhone utilizes a variety of advertising tools, such as using Daniel Padilla and Devon

Seron as brand endorsers. They have various ads in the radio, billboards and the cinema. They

also have strategic product placements in the primetime show Pangako Sayo. They hold

contests and giveaways on social media as well, and they currently have an ongoing Barangay

Caravan, in which they offer sales and variety shows which feature different celebrities,

SWOT ANALYSIS

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STRENGTHS

the products customized Pinoy Content

offers software exclusively created for MyPhone with a gamut of data such as recipes,

jokes
product developments are heavy on nationalistic themes and pro-Filipino values
wide variety of products (from basic call and text phones to smart phones)

WEAKNESSES

products are perceived as low-class

OPPORTUNITIES

large population resulting in more potential consumers

building partnerships with other companies
high demand for affordable mobile phones

THREATS

dominance of foreign phone brands

rapid technological changes

CAMPAIGN OBJECTIVES

Short Term Goal

To establish MyPhone nationwide as the Filipino mobile gadget of choice.

Long Term Goal

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 To position MyPhone as a Filipino brand loved and prioritised by Filipinos over foreign

mobile brands.

In Market Place Terms

In Consumer Terms

CAMPAIGN BRIEF

MARKETING, ADVERTISING AND PR STRATEGIES

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Target Person

This campaign targets Filipinos from the low to middle class with a need for a durable

yet very affordable gadget that can satisfy their specific needs. These Filipinos differ in

preference in terms of the kind of gadget they need, whether it be a simple call-and-text phone

or a smartphone, but they all have a similar demand for a durable gadget that is affordable and

worth their money.

Because of the user-friendly interface of MyPhone products, this campaign can cater to

almost any type of patron from relatively any social class. One need not be tech-savvy to be

able to understand and appreciate the features of MyPhone products.

Target Responses ( senses, reason, emotion)

MyPhones campaign depends heavily on both visual and verbal appeal in order to

attract Filipino consumers. Because of the wide range of gadgets available in the market today,

customers are getting pickier with their options and tend to focus on the gadgets specs and

visual appeal now more than ever.

It is this campaigns objective to further illustrate the distinct features of MyPhone

products and sell the notion that MyPhone is just as good as any other brand in terms of quality

and durability. In a survey that AGNC conducted, the respondents ranked price as the top factor

they consider when purchasing gadgets an edge that MyPhone already possesses since their

products are indeed very affordable compared to other brands. Meanwhile, the second top

factor that respondents consider is the features of the products. This is the very factor that we

want to focus on in our campaign. Therefore, we want consumers to purchase MyPhone

products for the very reason that they are affordable and can suit just about any of their

technology demands.

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 MyPhone has been known for its truly Pinoy quality for years. It is understandable that

some consumers may think negatively about the product because of low brand awareness,

others still choose to prioritise locally made goods specially those who believes that our country

is already also moving forward when it comes to digital products.

With the aim of becoming a brand loved by Filipinos over foreign products, MyPhone

also seeks to become the most sought after brand for gadget enthusiasts. They want these

consumers to feel that the brand can meet their demands by offering quality products that can

suit their budgets.

Finally, this campaign aims to excite the audience by catering to everything they need as

a feature of their mobile phone, and though locally-made, MyPhone is still the brand to be. We

want them to feel that MyPhone is a brand that can change the way they see locally made

mobile phones, the very same brand which can also be a representation of our country.

Tone/ Personality

The new campaign "GALAW" cultivates the proudness of Filipinos with arising local

brands, together with that is to waken the Filipino people that they can contribute in pushing the

country forward. It caters to the idea that being nationalistic, specifically being proudly Filipino

can be adhered by anyone regardless of age, gender, or socio-economic class.

MEDIA STRATEGY

Campaign Goals

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 This 9-month long activation campaign will begin on March 2016. During this period, we

hope to achieve our main goal which is to position MyPhone as a Filipino brand loved and

prioritized by Filipinos over foreign mobile brands. We shall achieve this by focusing on

attracting new patrons by promoting the quality and uniquely Filipino characteristics of MyPhone

products.

Desired Reach And Frequency

Advantages and Limitations of Media Options

Media/Target Audience Matching

Funds Allocations

MEDIA CALENDAR

CREATIVE BRIEF

1. Who are the targets, and what do they currently think, feel or do in relation to the

brand?

Princess Bartolome, a 19-year-old Nursing student, is a die-hard fan of KathNiel and

all things Filipino pop culure. She loves watching teleseryesafter doing her homework, and

on the weekends she loves catching up on episodes she might have missed. Princess is

always on her phone, using it to text and call her family and friends, store and view school

documents such as PowerPoints and PDFs, watch movies, and surf the Internet.

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 Whenever she passes by MyPhone concept stores in the malls or see billboards of

Daniel Padilla endorsing MyPhone, she is curious and wants to try out their gadgets, but she

is too skeptic and is worried she might not get the same quality as other international phone

brands.

2. What do we want them to think, feel or do as a result of the advertising?

To see MyPhone as the next best thing in mobile phones. MyPhone is up to date in

technology, affordable, and distinctly Filipino.

3. What is the most important insight that we should exploit?

To the youth, their phones are considered an extension of the self, and their phones

are a tool to showcase their Filipino identity. Moreover, phones are the most helpful gadgets

in todays society; you can do anything in them. Phones adapt to the lifestyles of the youth.

4. Based on that insight: What single-minded proposition should we make?

MyPhone is the only mobile brand in the Philippines that is up-to-date with the lates

software and technology, affordable, and distinctly Filipino.

5. What brand character should come through?

MyPhone is a distinctly Filipino brand. Their phones are a physical representation of

our national identity. Since it is a known fact that it is locally made, MyPhone should be now

known as the mobile phone of all trades, which means that it can cater to each and every

feature a user would need to be able for him/her to maximize the usage of his/her mobile

phone.

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6. What can make the proposition credible?

MyPhone brings various developments that are heavy on nationalistic themes and

pro-Filipino features.

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