Decision Points (Dilemma):

Uncertainty over the prospect of the current marketing strategy in sustaining the brand
equity and loyalty of Sunday Communication in the backdrop of the changing
competitive scenario in the Hongkong Telecom Market.

Brand Creation Process.

Unconventional Creative,
Broke Created
Advertisement innovative and
Stereotypes and curiosity among
Campaign unconventional
taboos. the youth
image.

Way forward for Sunday.

Since the market is heading towards consolidation, Sundays unique brand positioning is
a major attractant of potential buyers. Since Sunday has a strong connect with its users,
the buyer can leverage on its brand name and enhance the services being offered (larger
service area, better tariffs due to higher volumes etc)

Competition
Strength high brand recall, stronger connect with audience
Favourability favourability is high in a specific target segment
Uniqueness Very high, extremely unique brand

TV commercials have progressed through different phases:

Generation of interest First few ads created curiosity among consumers
Educating the customer Next phase of ads advocated value that Sunday delivers
Focus on superior features Differentiating features was the focus of the campaign
Invitation to join the movement To increase market share by creating campaign
during MNP announcement.