Product and Brand Management

Ambady J S 1501003 | Rahul Das 1501030 | Sathiya Singh 1501039 | Akhil Shan 1501063

Creative Advertising: Sunday Communications Limited

Mobile network Operator Sunday Communications was launched by Mandarin Communications
Limited in Hong Kong in 1997. Hong Kong, with a modest consumer market of 6.8 million, was
nevertheless a sophisticated telecommunications market with discerning and informed customers who
pioneers and early adopters of latest hi-tech gadgets open to new brands.
Building Sundays Brand Equity
Ever since its inception, Sunday followed an aggressive marketing campaign for brand building with
unconventional, eye-catching advertisements which used bizarre imagery hitherto unfamiliar in Hong
Kong. Sunday chose to position itself as a lifestyle brand, which was again unprecedented for a
mobile network operator associating with movie information, ticket booking, and music and dating
services etc. in order to augment its appeal. Sunday focussed on brand building through differentiating
marketing and bundling strategies. As a result of this, Sundays ARPU rating in 2000 was second
highest in Hong Kong. Sundays sources of brand equity were:
1. Brand Awareness: Sunday used multiple media and marketing channels to promote its brand, through
flashy television advertisements, newspapers, magazines and MTR stations. Joint promotions with
companies such as Cirque du Soleil also increased Sundays brand recognition and recall in the minds
of customers. The commercials were initially confusing to the masses, but Sundays advertisements
soon became popular and were consistently praised for their creative, irreverent approach and
originality, often described as a breath of fresh air. In 1999, Media magazines annual brand recall
survey placed Sunday as Hong Kongs most recognized brand.
2. Brand Loyalty: In 2000, Sunday launched a bundling strategy which gave value added services and
handset subsidies. In 2000, Sunday had the highest number of locked-up subscribers among wireless
providers. The lock-up period of Sundays customers was far higher at 37 months compared to its
competitors, at18-24 months. The loyal customer base also meant reduced customer retention costs for
Sunday.
3. Brand Associations: From the beginning, Sundays commercials depicted an irreverent attitude and
was seen by the public at large as creative and unconventional. It also promoted a spirited brand
personality to appeal to the younger segment. The brand image of Sunday was preponderantly
favourable, as its advertisements won several accolades, and managed to generate an initial interest
and a level of brand awareness which was advantageous in wireless industry which offered otherwise
identical products. Even though there were some backlashes to certain commercials, they represented a
minute percent of the population. The strength of brand association was also high, as evidenced by
Sunday being the most recognised brand in 1999 according to Media magazine. Sundays commercials
were far varied from the cautious prudent and conventional corporate campaigns and thus Sundays
brand image had a uniqueness which no other could claim. The creative execution of their ad campaigns
were described light years ahead.
Strategic Intentions of Sundays Campaigns
At first, Sunday built brand awareness through the irreverent Tits and Farts commercial. Then, Sunday
emphasized its brand attributes of surprise and the better service at lower prices through its Sunday
Surprise ads. Later. Sunday placed itself as a necessary appendage to always remain connected with its
international roaming and MTR ads. Through its Independence Day ads, Sunday promoted its
independent, spirited and liberated brand image.
Recommendations
1. Adopt integrated marketing strategies by expanding the advertising channels, without deviating from
the unique brand image. Alternative ways can be to increase presence in digital advertising, focus on
malls, metro stations etc., and use of emails and catalogues for direct marketing.
2. Owing to higher costs of investment in 3G, it could be provided as a premium offering to the top end
target segment who are willing to pay more for faster services and advanced features.