Cherry Mobile Strategic Marketing

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I. Company Profile:
History
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. 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 Cyber Press 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. The stylish and cool designs of the Cherry Mobile P1 and P3 are for the kids and kids at heart. For the oldies, the L6 is the perfect choice with its extra-large keypads and SOS key. Meanwhile, the X90, with its kikay and swivel design, is the perfect match for girls. For young professionals and tech-savvy guys, Cherry Mobile brings together seven Qualcomm-operated smartphones that range from P4,999 to P13,999. Most of all, Cherry Mobile brings entertainment-on-the-go with its extensive collection of music and TV phone. The stylish and cool designs of the Cherry Mobile P1 and P3 are for the kids and kids at heart. For the oldies, the L6 is the perfect choice with its extra-large keypads and SOS key. Meanwhile, the X90, with its kikay and swivel design, is the perfect match for girls. For young professionals and tech-savvy guys, Cherry Mobile brings together seven Qualcomm-operated smartphones that range from P4,999 to P13,999. Most of all, Cherry Mobile brings entertainment-on-the-go with its extensive collection of music and TV phones. Cherry Mobile’s Massive Growth and First-in-the-Scene Innovations: Although considered a rookie in the business, Cherry Mobile has revolutionized Philippine mobile technology as it brings first-in-the-market innovations such as Superion, the first Android Tablet in the country; Trident, the first triple SIM handset; Orbit, the first 3G Dual-SIM Android smartphone; and Q70 Quad, the first quadruple SIM phone. In addition to these ground-breaking technologies, Cherry Mobile takes seasoned strides to sustain its persistent growth in this business. The company embarks on expanding into several key markets and establishing solid partnerships with local and international industry leaders. Providing the Ultimate Mobile Experience

Aside from showcasing innovative and feature-packed devices, Cherry Mobile provides its consumers the ultimate mobile experience through the CHERRY ZONE suite of applications and Value-Added Services: Cherry Music, Cherry Mail, Cherry Messenger, Cherry Shop and Cherry Fun Club. Cherry Mobile Celebrates its 2nd Year

As Cherry Mobile celebrates its second year in the industry, the company affirms its commitment to break new frontiers and go beyond the usual. Partnerships are in place to complete its Cherry Zone suite of applications and Value-Added Services. Widening its distribution network will make its products available to all. Consumers can also look forward to the introduction of new phones in addition to the current Cherry Mobile collection. 2011 is also a witness to a new face who is added to the roster of Cherry Mobile endorsers. Action star and movie personality Robin Padilla now joins fellow actors John Lloyd Cruz and Kim Chiu as the newest Cherry Mobile Brand Ambassador. Along with these new developments, Cherry Mobile also upholds better customer care and support. It is set to actively provide customer solutions by opening more service centres nationwide. After opening its flagship Customer Solutions centre in SM North EDSA, the company will soon set-up its other service centres in key areas such as Cubao, Dagupan, Cagayan de Oro,...
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