Published on February 17, 2014
MARKETING DEVELOPMENT PLAN Submitted by: Bryan Agustin B. Oculam Princess Bern C. Abella Ronron C. Manila Submitted to: Prof. Heidi Grace Mendoza
THE TABLE OF CONTENTS Chapters Page 01 THE ENTERPRISE o HISTORY AND BACKGROUND OF THE ENTERPRISE . . . . . . . . . . . . . . . . 4 o IDENTIFICATION OF THE MAJOR PRODUCT . . . . . . . . . . . . . . . . . . . . . 7 02 THE OFFERING o BENEFITS AND FEATURES OF THE PRODUCT . . . . . . . . . . . . . . . . . . . . . . 8 o THE UNIQUE SELLING PROPOSITION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 o MARKETING STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 03 THE TARGET MARKET o SEGMENTATION PROCESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 o POSSIBLE TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 o THE KEY TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 o MAPPING OUT THE TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . .16 04 THE INDUSTRY o COMPANY TREND VERSUS INDUSTRY TREND . . . . . . . . . . . . . . . . . . . . 17 o SIMILAR PRODUCT AND THE COMPETITION. . . . . . . . . . . . . . . . . . . . . 18 o MAPPING OUT THE COMPETITION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 05 PROPOSED GROWTH STRATEGIES o OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 o THE MARKET DEVELOPMENT STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . 27 1
06 DOING THE DETAILS o ACTIVITIES IDENTIFIED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 o HARNESSING THE 4 P’S OF MARKETING . . . . . . . . . . . . . . . . . . . . . . . . 29 07 GROWTH TARGET o INCREASE IN NUMBER OF SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 o INCREASE IN INCOME . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 o CAPTURED MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 08 INCOME PROJECTIONS o QUARTERLY PROJECTED INCOME STATEMENT OF THE YEAR . . . . . . . 36 o QUARTERLY CASH FLOW PROJECTIONS OF ONE YEAR . . . . . . . . . . . 37 09 ORGANIZATIONAL COMMITMENTS o ENSURING BUY-IN OF THE INVOLVED PERSONNEL . . . . . . . . . . . . . . . 38 o MONITORING AND EVALUATION SYSTEM . . . . . . . . . . . . . . . . . . . . . . 40 10 LAUNCH ACTIVITY DESIGN o ACTIVITY DESIGN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 2
HISTORY AND BACKGROUND OF THE ENTERPRISE Cherry Mobile is a Filipino mobile phone and electronics company founded by Maynard Ngu in 2008. Operated by Cosmic Technologies Incorporated, the company buys mobile phones manufactured in China and India, and markets them under the Cherry Mobile brand. Latest release of Cherry Mobile handsets enables Wi-Fi integration, touch screen feature and operates in Android operating systems. 4
Apart from being the first legal mobile phone company to introduce phones with dual and triple Subscriber Identity Module (SIM) systems in the Philippines, it also manufactured the first Windows-enabled phone in the country. Cherry Mobile’s astonishing rise to prominence has revolutionized the local telecommunications scene through its top-of-the-line and ground-breaking products with true Dual SIM capabilities. What started in 2009 as a mobile phone brand with only four units to showcase has swiftly overtaken its rivals in the entrylevel market and is now considered a game changer in the industry. In just a span of three years, Cherry Mobile now carries more than 100 handsets, making it the leading Dual SIM brand in the country. 2009 marked Cherry Mobile’s commitment to become the top value-for-money mobile phone in the country. In its first year, Cherry Mobile CEO Maynard Ngu envisioned Cherry Mobile to become the brand that has “Everything for Everyone,” providing handsets that cater to different age groups and match different lifestyles. 5
It was a dream that became a reality. So big it captivated the market and rocked its competitors - the telecommunications bigwigs. In 2010, barely two years after it started, Cherry Mobile was voted IT Company of the Year in the 3rd CyberPress Awards, upstaging some of the country’s technology giants. True to its promise of bringing products that are comparable to high-end devices at affordable prices, the company continuously expands its product range--from feature phones to smartphones. 6
IDENTIFICATION OF THE MAJOR PRODUCT Cherry Mobile is a Filipino mobile phone and electronics company. The product phone offering started from basic phone units with SMS and call capabilities to TV phones and the latest are the android phones. 7
BENEFITS AND FEATURES OF THE PRODUCT Cherry Mobile is a mobile phone company that manufactures and offers to its customer’s inexpensive mobile phones. This mobile phones are high end and unique to its functionality. Cherry Mobile phones are one of the first in the country to come up with a phone with TV on it as an added function. This type of phones was first introduced in the late 2009 and up until now. That was a big break for Cherry Mobile that gave them a shoot to up against giant mobile phone companies that is sited in the country like SAMSUNG and NOKIA. The added features that Cherry Mobile introduced in the market like the TV is still I progress in other giant competitors. From basic phones to the latest android phones, Cherry Mobile is still competing now with its new line ups of new android phones that are high performance yet at an affordable price. Now a customer who cannot afford to purchase expensive brands of mobile phone has now an option. Options that will make him experience the android craze with an affordable price. This is what Cherry Mobile is all about. 8
THE UNIQUE SELLING PROPOSITION VALUES YOUR LIFESTYLE Cherry Mobile’s USP suggest that whatever status you have in life they will always be there and will value what your needs are because Cherry Mobile, Values you lifestyle. 9
MARKETING STRATEGY The marketing strategy that Cherry Mobile uses is Community Marketing this technique caters to the needs and requirements of the existing customers, as opposed to using resources to gather new consumers. This promotes loyalty and product satisfaction and also gives rise to word of mouth marketing among the community. This strategy engages an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers. This accomplishes four things for a business: Connects existing customers with prospects Connects prospects with each other Connects a company with customers/prospects to solidify loyalty Connects customers with customers to improve product adoption, satisfaction, etc. 10
This strategy also helped Cherry Mobile to reduce communication barriers to its customers and easily introduce messaging to customer audience regarding new products, Public relations strategies, or Damage control. 11
SEGMENTATION PROCESS Segmenting is the process of dividing the market into segments based on customer characteristics and needs. A demographic segmentation is the superlative suited type of segment shall be used. Demographic segmentation consists of dividing the market into groups based on variables such as: SEGMENTATION AGE SOCIAL CLASS Middle & Lower Class LIFESTYLE 12+ years old Inexpensive living Age: Cherry Mobile designs, package and promote products differently to meet the wants of different age groups. Cherry Mobile segments its age group ranges from 12 years old and up. Social class: Consumers "perceived" social class influences their preferences for cars, clothes, home furnishings, leisure activities and other products & services. Cherry Mobile primarily caters the middle and lower 12
classes to their product offerings that will suit the masses with inexpensive phones. Lifestyle: Cherry Mobile is increasingly interested in the effect of consumer "lifestyles" on demand. The lifestyle of the target segments are those who are in a tight budget people yet still want a reliable and up to date phones like phone that does runs with android OS. 13
POSSIBLE TARGET MARKET The possible target market of Cherry Mobile is the masses of the Philippines. These ranges to all social class especially the middle and lower classes. Teens to adults are the ones targeted to by the market of Cherry Mobile. An inexpensive and reliable to use to its customers because Cherry Mobile; Values your life style. 14
THE KEY TARGET MARKET Social Class Ratio High Class 12% Lower Class 52% Middle Class 36% The middle and lower classes are the key target market of Cherry Mobile in the Philippines. It’s a big opportunity and a challenge how to acquire these markets and be able to obtain it with a larger market. With ages ranges from teens to adult it has a wide ranges because of its unique and inexpensive product offerings that will surely be a hit to the masses. 15
MAPPING OUT THE TARGET MARKET The target market of the Cherry Mobile through the years has been identified as follows: Ermita Manila, Caloocan City, Valenzuela Davao City, Doroteo St, Cotabato City, Tagum, Balintawak, Cubao, Novaliches, San Lazaro, Cagayan de Oro City. More at the link: http://www.cherrymobile.com.ph/content/stores The red dots in the map are the locations of the concept stores or kiosk of Cherry Mobile. By mapping out the locations of its target market of Cherry Mobile that is mostly situated in the cities in the Philippines this it can narrow down its target market and concentrate to the specific sites. These sites will serve as a new concept stores or kiosk of Cherry Mobile. 16
COMPANY TREND VERSUS INDUSTRY TREND Mobile phone companies now are bursting out with new ideas. Innovation is the key to catch market shares and functionality and trend is now what the new breed of customers want. With Samsung now introducing a new smart phone with its smart cover and IPhone now has application with its finger scanner the trend is constantly changing. The challenge for Cherry mobile is to offer phones that can be a trend yet still follows its USP values your lifestyle. Cherry mobile now will focus on the growth of its product innovations that will surely be a hit to the consumers as it launched product units that are run by the latest OS of androids. The industry of mobile phones especially in the Philippines is large and as time passes trend constantly changes as new lines of units with new modified functions and applications it added to the previous models of the phones at this moment. The trend on Cherry Mobile is on the how it reaches up to its customers by offering inexpensive yet up to date phones like its current android OS phones and currently developing new phones that will run windows OS phones. 17
SIMILAR PRODUCTS AND COMPETITION As Cherry Mobile was first started its business in 2009 it has faces giants. These giants are the primary share holders of the market of mobile phone industries in the country. NOKIA: Was one of the largest and the toughest completion in 2009 where its phones are run by Symbian OS. Nokia that have been monopolizing the market since it has it iconic phones 3310, 1100 and 5100 launched. These units are one of the toughest and durable phones. Now the market of Nokia has shrunk down and the company was bought by WINDOWS a company owned by Bill Gates. Now Nokia has been in transformation to constantly and now run with windows OS with its LUMIA phone series. 18
MOTOROLA: This was one of the phones to have in the early 2000’s. With its unique and stylish phones it was one of the competitors of Nokia. Motorola now is owned by Google and Motorola now runs with android OS it’s a threat for Cherry Mobile as it is now owned by Google. SAMSUNG: Samsung is one of the responsible for the downgrading of shares and domination of Nokia. Samsung is considered the toughest competition of Cherry Mobile. Now with its offering of high end high performance yet expensive smart phones that runs with android OS with its GALAXY series. 19
IPhone: IPhone is the revolutionist and one of the pioneers of smart phone units that cause and gave the industry of mobile phone to upgrade. APPLE the company that owned IPhone is now setting its smart phones in the Philippines as it launched is iStores in the country. This means an additional competition for Cherry Mobile. Others: Lenovo is one of the phones that is entering in the market here in the Philippines with Kobe Bryant as its endorser. Blackberry who was bought by Facebook now is also trying to redeeming its position in the market. 20
New independent phone companies: New brands of phones are now appearing like mushrooms hoping for a share of the market of mobile phone in the country. Mostly these mobile companies are China phone manufactures. This is a torn for Cherry Mobile as the new phone manufactures get a niche of share in the market. 21
MAPPING OUT THE COMPETITION iphone others 35 30 25 20 15 10 5 0 cherry mobile samsung competition mapping market share competition mapping customer satisfaction competition mapping price my phone competition mapping functionality lenovo Deciding which companies Cherry Mobile to consider being the primary competitive set: This data shows the competition mapping for the following mobile phone brands. The criteria’s are the following: market share, customer satisfaction, price and functionality. This data shall be used as the bases for Cherry Mobile to modify and show what are the edge factors does the competitors have. This data shall give idea how to deal the competitors and do counter and defensive strategy to be used by Cherry Mobile. 22
IPhone iphone IPhone is getting a strong iphone grip by entering to the Philippine market share 25 20 15 10 5 0 market. Yet market share is still at its infant stage. The price is really 9 functionality 19 customer satisfaction 21 the factor for having a low market share. The satisfaction rate however is high due to its 6 software performance that is impressive to its users. price SAMSUNG samsung SAMSUNG has a huge samsung market share 40 30 20 10 0 market share and is doing well in holding it. The functionality of 31 functionality 24 11 the performance of the phone 27 customer satisfaction is high as well. Customer satisfaction is expectedly high yet the price is really is expensive yet due to its high price performance it still is has a huge mobile market share. 23
MY PHONE my phone This my phone market share 25 20 15 10 5 0 17 phone company is one of the rising competitors of Cherry Mobile. 16 functionality mobile Its market share is fairly stable 16 customer satisfaction due to its inexpensive mobile phone offerings. Functionality and customer satisfaction is an issue 21 price yet My Phone is still catching a fairly good market share. LENOVO lenovo Lenovo lenovo market share 20 15 10 5 0 17 be a newbie in the mobile phone market it is still holding a fairly 14 functionality might good 16 customer satisfaction market share. The phone prices are reasonable as well as its functionality. Customers’ satisfaction is fairly price 18 good. This mobile company poses threat to Cherry Mobile. 24
OTHERS others This data is for china others manufactured phones. Prices market share 20 are really high percentage 15 10 due to its very low price 7 5 functionality 5 0 customer satisfaction 2 mobile phones. Yet due to its lack of customer service it has low percentage because mostly these units are clones. Functionality price 19 is very squat because of its poorly manufactured parts. CHERRY MOBILE cherry mobile Cherry cherry mobile market share 25 20 15 10 5 0 18 factors and issues of market share, 18 customer satisfaction functionality products the customer needs price with fairly results in terms of the 23 functionality Mobile of price satisfaction. to improve its and It its competitive edge in terms of 25 innovation of its product because this is the key of having a huge market share like what Samsung has done. The is also the key of achieving a huge market share as people is concern more to its price and functionality. Customer Service needs to be fortified for customers can really rely on the brand label to achieve customer loyalty. 25
OBJECTIVES True to its promise of bringing products that are comparable to high-end devices at affordable prices, the company continuously expands its product range--from feature phones to smartphones. AFFORDABILITY Inexpensive product offerings of mobile phones is been the first objective of Cherry Mobile. The continued promises will always priority by the mobile phone company and will continue to serve the Filipinos around the country by its inexpensive phones offerings. UP-TO DATE DEVICES The upgrades for the phone are one of the issues that the Cherry Mobile has been addressing. As well of its inexpensive phones it will also continue to offer the fresh and latest trends of mobile phones in the market to meet the needs of its customers. AVAILABILITY In order to reach more Filipinos in the country, Cherry Mobile shall continue to expand and multiply its concept stores and kiosk through malls and other sites to serve its customers and experience the Cherry Mobile lifestyle because whatever walks in your life are you Cherry Mobile values your lifestyle. 26
THE MARKET DEVELOPMENT STRATEGY Market development strategy entails expanding the potential market through new customers for Cherry Mobile. New customers can be defined as: new geographic segments, new demographic segments, new institutional segments or new psychographic segments. Another way is to expand sales through new uses for the product. There can be a new demographic segment that Cherry Mobile can carry on these is under lifestyle. As new product offerings of Cherry Mobile have been launched in the market it can now cater the high class societies. As technological breakthroughs a new breeds of phones units of Cherry Mobile can now compete head on the mobile giants. The Cosmos android phone units have powerful specs that can be compared to Galaxy series of Samsung and IPhones of Apple. With this expansion of units new customers can enjoy a whole new experience of android OS craze. NEW SEGMENT HIGH CLASS COSMOS MIDDLE CLASS CURRENT SEGMENT 27
ACTIVITIES IDENTIFIED Activities now are on line in the introduction and grand launching of the COSMOS mobile units of Cherry Mobile. New customers on the high class people will now be catered by Cherry Mobile of its new units. A product launch will be in line for the COSMOS units. A fashion show will be the event launching featuring the units of COSMOS. The fashion show will be held at Mall of Asia. The works of Rajo Laurel and Kat Corpus will embodies the COSMOS with the famous models in the metro. Anne Curtis will be the hosting the event with DJ Mix Master Mike will be at the after event party. A yearly event will be once again being held the Cherry Mobile Goes Back to School. A project partnership of Department of Education where Cherry Mobile helps TES builds a new library which will be used to house the five hundred-thousand-worth of books donated to the school. Volunteer employees from Cherry Mobile took time off work to repaint the Computer Room of Philippine School for the Deaf. A new program will be hurled Be Cool in School was birthed under the community-oriented Barangay Cherry Mobile program to help students in poor communities stay in school for the rest of the academic year. It is a fact that many children especially in the provinces do not go to school because their parents could not provide them basic school supplies. To help solve this problem, Barangay Cherry Mobile gave Be Cool in School backpacks laden with notebooks, pencils or ball pens, and sharpener to pupils of selected public elementary schools. Volunteer employees spent time carrying boxes of backpacks and school supplies to communities where help is least extended. 28
HARNESSING THE 4P’S OF MARKETING The 4 p’s or also known as the marketing mix is a business tool used by Cherry Mobile by its marketing professionals. The marketing mix is often crucial when determining a product or brand's offer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, 1. PRODUCT Variety: In every series of Cherry Mobile units there are large numbers of sets thus large variety. Quality: Cherry Mobile is a decent and has fair quality units which are the reason why it has a fairly good market share. Design: Cherry Mobile units are of various designs that will suit the lifestyle for its customers this includes android phone units, shock and water resistant phone and the basic SMS and call phone units. Features: Each set of Cherry Mobile units has its own features that will true fit the lifestyle for its customers. 2. Price Prices range from ₱ 499.00 for basic phone units to ₱ 18,000.00 android unit to suit all class of people. 29
3. Promotion Advertising – Through TV, Sign boards, Bill boards, Radio and Newspaper, Broachers, Posters Dummies and display stands Personal selling – By product training to distributers for Cherry Mobile Sale promotion – Cherry Mobile Maligayang Cash Ko is a promo that is launched where customers will have a chance to win by just scratching the cards in their newly bought phone units. There will be 800 winners of ₱ 10,000.00, 3 winners of ₱ 100,000.00, 100 winners of ₱ 1,000.00. Public relation – Be Cool in School is a project where volunteer employees of Cherry Mobile will help deliver school supplies to the rural areas. Cherry Goes Back to School is another public project where Cherry Mobile will help in the reconstruction of school buildings of public schools in the country. 4. Place Cherry Mobile products are available at Cherry Mobile kiosks and concept stores in the strategic locations nationwide to cater the Filipinos. 30
INCREASE IN NUMBER SALES The current sales of Cherry Mobile units are increasing by launching its new product offerings that will suit the lifestyle of its customers. With product events and promos that will boost its sales for Cherry Mobile units. Satisfy the satisfaction of the customers is one of the most important factors to increase the sales of Cherry Mobile. Satisfying the customer’s needs through the product and innovative applications functions of Cherry Mobile units. When the satisfaction of the customer will fulfill customer will buy your product. The introduction of the new product mobile phone line of Cherry Mobile is expected to boost its sales. By this year Cherry Mobile will be launching its windows OS phones. These phones will cater new customers who wanted to experience the LUMIA experience at an inexpensive way, by these year customers lifestyle will be satisfied by these new product offering of Cherry Mobile. By capturing the attention of the potential customer and new segments is another factor that Cherry Mobile seeks to achieve. By launching its new series of android phones the COSMOS these will cater a new segment the high class people in the high society. This is a new opportunity that will bring boost to Cherry Mobiles sales. New segment means new sales will come and an increase of the shares in the market will be on its way. These steps that Cherry Mobile is taking will expect to increase sales. From COSMOS to the awaited launch of the windows OS phones of Cherry Mobile a boarder and wider market and sales increase will presently to come. 31
INCREASE IN INCOME An increase in income just only means an increase in sales. By expanding the market also increase the sales and income of Cherry Mobile. Sales are the single most important activity in which a company can engage that affect Cherry Mobile’s income as well. LOWER PRICES The prices of Cherry Mobile products are suited to the customers budgets. A price reduction will stimulate more sales and take market share away from other competitors. Knowing how the Cherry Mobile units compare with similar products from the buyers’ viewpoint, as well as the prices of competitive products, will allow it as the best position its unit’s prices in the marketplace. OFFER SPECIAL DISCOUNTS Discounts, properly marketed, create a special buying opportunity in consumers’ minds, often spurring them to take action to purchase Cherry Mobile units. The discounts can be applied to limited products, or all products in a storewide sale like the yearly event to Cherry Mobile, its nationwide Christmas Sale. 32
The following discount strategy that will be used to increase and boost the market sales, sales and income of Cherry mobile are the following: Quantity Discount: When two or more of the same product are purchased at the same time like the buy one take one basic phone unit of Cherry Mobile that is a sure hit to the masses. Seasonal Discount: When products are bought within a specific time-frame this is an example earlier where Cherry Mobile conducts its yearly Christmas event sale. Conditional Discount: When the products purchased are used or reconditioned. Stripped Discount: When the products purchased are “stripped” of one or more features this mobile phone units will include the no Bluetooth phones but with TV application of the Cherry Mobile units will be on sale. CREDIT CARDS PAYMENTS Accepting credit cards for payment will benefit Cherry Mobiles potential customers and a proven method to quickly spur sales. 33
LAYAWAY PROGRAM A layaway program – an alternate form of offering credit to customers – is a way to allow your customers to pay on time without Cherry Mobile will have to incur financial risk. Layaway is very popular retail strategy prior to the widespread growth of credit cards. The success of Cherry Mobile is continually reinventing themselves by listening to customers and by adapting the products that will fit to their lifestyle, sales strategies, and processes to meet a constantly changing paradigm. Each of these strategies is powerful revenue generators in the right circumstances for Cherry Mobile. 34
CAPTURED MARKET 70 60 50 40 30 20 10 0 cherry mobile samsung high class iphone middle class others lower class This bar graph shows the captured market of Cherry Mobile and also its competitor’s position. The high rating for cherry mobile in the lower class and the middle class is at its strong hold yet its market share for the high class is low. This is an opportunity for Cherry Mobile as it launches its new line of mobile phones that will cater the higher class and have a change to grab a niche in the high class segments that is dominated by IPhone and Samsung. 35
QUARTERLY INCOME STATEMENT PROJECTED FOR ONE YEAR Cherry Mobile Quarterly Income Projections for the year ended Period Starting: Sales Sales Other Total Sales 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 4,573,475 6,097,967 7,622,458 9,146,950 4,573,475 6,097,967 7,622,458 9,146,950 1,335,500 191,500 98,125 1,625,125 1,341,000 193,000 130,833 1,664,833 1,346,500 194,500 163,542 1,704,542 1,379,208 194,500 196,250 1,769,958 145,000 90,000 151,000 145,000 90,000 201,333 145,000 90,000 251,667 145,000 90,000 302,000 15,000 35,000 15,000 35,000 15,000 35,000 15,000 35,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 1,826,000 1,876,333 1,926,667 1,977,000 12,000 9,500 21,500 12,000 9,500 21,500 12,000 9,500 21,500 12,000 9,500 21,500 343,155 773,490 1,203,825 1,626,448 Less Cost of Goods Sold Materials Labor Overhead Other Total Cost of Goods Sold Operating Expenses Salaries and wages Employee benefits Payroll taxes Rent Utilities Repairs and maintenance Insurance Travel Telephone Postage Office supplies Advertising Training and development Miscellaneous Other Total Operating Expenses Interest income (expense) Other income (expense) Total Non-operating Income (Expense) Income Taxes 36
QUARTERLY CASH FLOW PROJECTIONS FOR ONE YEAR Cherry Mobile QUARTERLY CASH FLOW PROJECTIONS for the year ended Period Starting: 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter Sales Sales Other Total Sales 4,573,475 6,097,967 7,622,458 9,146,950 4,573,475 6,097,967 7,622,458 9,146,950 Less Cost of Goods Sold Materials Labor Overhead Other Total Cost of Goods Sold 1,335,500 191,500 98,125 1,625,125 1,341,000 193,000 130,833 1,664,833 1,346,500 194,500 163,542 1,704,542 1,379,208 194,500 196,250 1,769,958 145,000 90,000 151,000 145,000 90,000 201,333 145,000 90,000 251,667 145,000 90,000 302,000 15,000 35,000 15,000 35,000 15,000 35,000 15,000 35,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 150,000 10,000 8,000 5,000 1,200,000 12,000 5,000 1,826,000 1,876,333 1,926,667 1,977,000 (1,122,350) 1,434,450 5,425,700 1,434,450 5,425,700 10,825,692 Operating Expenses Salaries and wages Employee benefits Payroll taxes Rent Utilities Repairs and maintenance Insurance Travel Telephone Postage Office supplies Advertising Training and development Miscellaneous Other Total Operating Expenses Opening Cash Balance Closing Cash Balance (1,122,350) 37
ENSURING BUY-IN OF THE INVOLVED PERSONNEL A new initiative without staff support is like dough without yeast: Work as you might, you'll never get it to rise to success. With the right approach, Cherry Mobile will conquest over even the most change-averse staff. A key element in the process is the engagement of all levels of staff throughout the organization of Cherry Mobile. Staff engagement generates additional input and helps build their commitment to the end plan. It is essential to involve employees in the planning of strategy and direction for the organization. Personnel’s input will: Provide insight into issues, challenges, concerns, and opportunities which may not have been known or fully understood. Ensure their "buy-in" to help execute the strategies. The senior management team will not execute the strategies - staff will. Engage them and your strategy execution success rate will increase dramatically. 38
Ensuring processes are successful when a bottom up and top down communication approach is taken. It starts off with a communication to all levels of employees informing them that a Planning process will be undertaken. It includes how they will be involved in this process. This is the bottom up communication. Employees will provide input to the strategic planning process through feedback surveys, focus groups, meetings, etc. regarding their ideas for organizational direction, etc. It is followed by the top down communication. Senior management will share the strategic plan with employees. They will communicate to all employees how their engagement will help ensure success in the execution of these strategies. Include strategies to develop a new product or deliver a new service or re-structure a department, etc. They put teams of individuals together to work on these major initiatives and give them investment money to ensure success. The high level of involvement of personnel ensures that they understand the strategic plan. It increases their level of commitment to ensure the strategy is successfully executed because they understand how their work and the work they’re completing on the project helps the organization of Cherry Mobile to realize some or all of one of their key strategies. 39
MONITORING AND EVALUATION SYSTEM Monitoring focuses on the appropriate and timely provision and use of project resources focusing primarily on inputs and outputs; evaluation focuses on whether the expected impacts were achieved. Both monitoring and evaluation systems assume that before the project which Cherry Mobile’s AMBER unit was implemented, the designers conducted a problem or situation analysis, determined the proximate and underlying causes of the problem they wanted to address, and developed the project to deal with these specific causes, linking project inputs with desired outcomes and impacts. In the context of this analysis of the linkages from inputs to outputs to outcomes to impacts, financing is considered a given; the project’s input are the resources and services purchased with project funds. input output outcomes impact benefits 40
INPUTS The mobile phones units of Cherry Mobile will be manufactured by foreign partner company that will be given the full unit force to produce it. Raw materials that will be used in the Cherry Mobile phone unit should be non-toxic for the end users of the said product unit. Also necessary measures are given to considerations like the workforce ability to create the valuable parts of these units. Machinery of the mass production should be in good shape in order to create a high end phone unit. The transportation of the units of Cherry Mobile will be through at sea by cargo ships from India to the Philippines. INPUT ASSUMPTION The Cherry Mobile units will have a high end functions runs with android OS and the unit will be in good shape and quality of the units is worth mass producing for. These units will be distributed to the following Cherry Mobile licensed distributors. OUTPUTS The Cherry Mobile units will be displayed and be available in the licensed Cherry Mobile distributors. Cherry Mobile sales representatives will be responsible with the service and product queries by the customers. OUTPUT ASSUMPTIONS These units will be patronized by the teens and young professionals because of its simplicity and luxurious design and as an inexpensive android phone. 41
IMPACTS Cherry Mobile product offerings as an inexpensive android phone unit will change the game phase of the people because of its price and functionality. This is a step towards a revolution of manufacturing android OS units with inexpensive phone. BENEFITS The mobile phone units of Cherry Mobile will be a step to a broader market with inexpensive android phone offerings that will boost the market share here in the Philippines. The growing popularity of these units is just the beginning and future improvements will be carried as time takes by and market shares for these units will take place in a stronghold. 42
LAUNCH ACTIVITY DESIGN The product launching of the COSMOS units of Cherry Mobile will be a night of fab and glam as it target to cater a larger market. Now all walks of life of Filipinos can experience a Cherry Mobile lifestyle. The event will be a fashion show event and an after party will be on the way. The theme for the fashion show will be “take a closer at the COSMOS”. This fashion show will be the event launching featuring the units of COSMOS. The fashion show will be held at Mall of Asia. The works of Rajo Laurel and Kat Corpus will embodies the COSMOS with the famous models in the metro. Anne Curtis will be the hosting the event. The after event party which is has a theme of “PARTY NG BAYAN” will be open to the public as Cherry Mobile will have a press research for the COSMOS. Product endorsers of Cherry Mobile will also be there to endorse there Cherry Mobile unit like Sarah Geronimo, John Lloyd Cruz, Kim Chui and the newest addition endorsers of Cherry Mobile Robin Padilla, Kris Aquino, with DJ Mix Master Mike will be tuning the beat during the said event. Now people with all walks in life can enjoy and experience the Cherry Mobile lifestyle as it seeks to live up to its slogan “values your lifestyle” 43
LOCATION Location: Mall of Asia Complex, Bay City, Pasay City, Philippines. Grand launching event: April 8, 2014 Capacity: 17,000(full seated) Time: 7:00 pm MODELS: Professional models form the eyecandy modeling agency management will be hired for this event. FASHION DESIGNERS: The invited fashion designers will be of Rajo Laurel and Kat Corpus. 44
HOST: Anne Curtis will host the fashion show launching event of the COSMOS units together Sarah Geronimo, John Lloyd Cruz, Kim Chui and the newest addition endorsers of Cherry Mobile Robin Padilla, Kris Aquino that will be in the after event party with DJ Mix Master. Guest: The VIP guest in the high society will be invited to the product launching. The media people will be invited as well. 45
THE LAUNCHING EVENT FLOW red carpet product introduction fashion show after event party •press release 46
CHERRY MOBILE’S “TAKE A CLOSER LOOK AT THE COSMOS” AND “PARTY NG BAYAN PROGRAMME” April 8, 2014 TIME PROGRAM 6:30 pm Red Carpet (invited guest) 7:00 pm Official Opening of the Fashion Show (Anne Curtis Host) 7:05 pm Rajo Laurel Collection Designs 7:55 pm Kat Corpus Collection Design 8:00 pm End of the fashion show event 8:15 pm The gates will be open to the public for the “PARTY NG BAYAN EVENT” 8:25 pm Press Release for the COSMOS 8:45 pm PARTY NG BAYAN opening 10:30 pm PARTY NG BAYAN closing A red carpet will be at the halls as the guest of the said event will enter the location. Seats for the said event will be organized according to their code numbers that will be included in the invitations. As the fashion show will on its way come up on Anne Curtis will welcome the guest in the said event and will officially announce the opening of the event with the introduction of the new line of android phone units that Cherry Mobile will offer to the market. 47
The works of the invited fashion designers will showcase their designs that will embody the COSMOS units. As the models will walk in the catwalk, each of the will be holding a COSMOS unit. After the fashion show will conclude the after event party will be open to the public with DJ Mix Master will move the beat to the people and the Cherry Mobile endorsers will take to the center stage to join the after event party to entertain the crowd. As the night will come to an end the hype of the COSMOS units will surely be a big hit to its new market. This is a grand event launching of Cherry Mobile as it only to give the best for its customers and will live up to their goal “values you lifestyle” 48
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