I. BACKGROUND OF THE COMPANY
Cherry Mobile is a Philippine mobile phone and electronics brand owned by Cosmic
Technologies, which was founded in 2009 by Maynard Ngu. Cherry Mobile was named IT Company
of the Year in the 3rd Cyber Press Awards in 2010, barely two years after its inception, outperforming
some of the country’s technology titan. The Cherry Mobile brand is used to market mobile phones
imported from China by original design manufacturers. The majority of Cherry Mobile’s current line–
up includes Wi-Fi, capacitive touch screens, and runs on the Android, Windows, and Windows Phone
operating systems. The company also sold a line of smart feature phones running Firefox OS called
Cherry Mobile Ace for a short time before discontinuing it.
Nine years after its groundbreaking launch, continues to revolutionize the local mobile phone
industry with globally competitive breakthroughs and innovations. What began in 2009 as a brand with
only four (4) units to show has now evolved into a full-fledged ecosystem of innovative products and
communication services for the Filipino market. Cherry Mobile’s rapid rise to prominence has
transformed the local telecommunications scene with its cutting-edge products with true Dual SIM
capabilities. Cherry Mobile’s commitment to becoming the country’s best value-for-money mobile
phone. The CEO Maynard Ngu envisioned Cherry Mobile in its first year as a brand with “Everything
for Everyone,” offering handsets that cater to different age groups and lifestyles. It was a dream that
came true. It was so large that it captivated the market and shook its competitors. To keep its promise
of bringing products comparable to high-end devices at low prices, the company is constantly
expanding its product line—from feature phones to smartphones. In 2012, Cherry introduced the
Cherry Mobile Flare, a dual-core 4in. smartphone, which went on to become the company’s best-selling
smartphone and the best-selling phone of the year. The name “Flare” has since been applied to a
number of their future models. The Flare’s success was due to several factors, including the fact that it
targeted an appropriate market, specifically budget-conscious consumers looking for feature-rich
phones. It had just the right specifications and features. Another prestigious award was bestowed upon
the company. In 2013, it was named Yugatech’s “Top Selling Smartphone Brand,” defeating several
smartphone. The company’s phenomenal success also resulted in its expansion from 50 to over 750
employees over the course of the year. Cherry Mobile continued to lead the local smartphone market
with aggressive pricing and innovative features, while also improving product quality. Cherry Mobile
establishes solid partnerships with the most trusted technology leaders in terms of hardware, software,
and peripherals, looking beyond the sole desire to bring innovative devices to its market. Other value–
added services include Cherry Fun Club, Cherry Play App Store, and Cherry Mobile e-Warranty. It has
consistently improved and upgraded its offerings by investing in its own camera lab, an in-house
testing facility where the phone’s camera hardware and software are tested and tuned before being
released to the market. It continues to expand as it enters new global markets in order to take the
Filipino brand to new frontiers and greater capabilities. Cherry Mobile will continue to move
mountains, weather the tides, and conquer greater heights to bring game-changing devices to everyone
in every market that it serves, as it expands new horizons and builds an ecosystem to better serve the
Filipino market.
4P’s MARKETING MIX
Cherry Mobile’s marketing professionals use the 4p’s, also known as the marketing mix, as a
business tool. When determining the offer of a product or brand, the marketing mix is often
synonymous with the 4p’s: price, product, promotion, and place.
PRODUCT
There are many sets in each series of Cherry Mobile units, resulting in a wide range of options.
Its units come in a variety of designs to suit its customers’ lifestyles, including Android phone units,
shock and water resistant phones, and basic SMS and call phone units. Each Cherry Mobile unit has its
own set of features that will truly fit the lifestyle of its customers. Cherry Mobile’s phone is very
affordable, satisfying the consumer’s budget while also attempting to keep up with new smartphones
and innovation that still looks great in terms of both appearance and performance. The Cherry Mobile
