today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post : http://the-wawam-file.blogspot.com/2008/04/cog-honda-tv-spot-another-amazing-ad.html; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

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Monday, August 18, 2008

part 4 : iphone 3G philippine launch - globe gives up chance to market leadership

WAWAM! is of the opinion that with the 3G iphone, globe has an excellent chance in gaining market leadership over smart in the philippine mobile service market. the iphone has all the right ingredients - a pedigree of success in other markets, a hands down "it" cell phone image, no debating it is the must-have cell phone today.

it's features and capabilities are unmatched by its competitors. more importantly, it has been priced in the US at $199.00. at today's peso - US$ exchange rate of P45.39, that's just P9,032.61. with its features and brand image, that is dirt cheap.

the iphone was launched in the US a year ago at double the price. the price cut apple did when they launched the 3G ("twice as fast, half the price") was meant to achieve market leadership.


and that is exactly where the problem is in globe's planned launch of the iphone - it's pricing. globe has originally announced a very high price on the iphone but just last friday announced a new lower pricing. but the new lower pricing is still way too much compared to the US price and the iphone's implied pricing strategy.

the lowest plan is at P15,100, that is a +67% versus the iphone pricing strategy equivalent peso of P9.032 at the lowest post-paid monthly fee of P1,599 here at globe.

for existing post-paid subscribers, subs of the lowest monthly rate will need to pay P29,000 for the iphone or equivalent US$638.90 or +220% versus the pricing strategy of US$199 in the US.

these pricing structure tell you globe's marketing strategy in their launch of the 3G iphone is not to gain market leadership but to make a huge profit on the iphone sales. it looks like they do not believe the iphone is capable of pushing globe to market leadership.

this is short sighted marketing and i think a fatal mistake. this is a one time chance to gain market leadership for them but they passed it up for short term profit. what a shame and a WAWAM!





read WAWAM! posts on globe's iphone launch : http://the-wawam-file.blogspot.com/search/label/globe

read WAWAM! posts on the iphone here :
http://the-wawam-file.blogspot.com/search/label/iphone


read more about globe's iphone pricing here:
http://blogs.inquirer.net/m-ph/2008/08/18/globe-rolls-back-3g-iphone-prices/
http://www.mukamo.com/globe-sell-iphone-3g-philippines-august-22-price-41899-pesos/
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