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Cherry Mobile

Adame,

Martinez,

Lowell,

Denzel,

Ferrer,

National University Manila

BMRETMAX (Retail Management)

Prof. Dr. Ivan Faronal

Cosmic Technologies' Cherry Mobile is a Philippine mobile phone and electronics company

founded in 2009 by Maynard Ngu. Cherry Mobile, which had only been around for a couple of

years, beat over some of the nation's biggest tech companies to win IT Company of the Year at

the 3rd CyberPress Awards in 2010. The business imports cell phones made in China by original

design manufacturers and sells them under the Cherry Mobile label. A line of smart feature

phones using Firefox OS called Cherry Mobile Ace was also marketed by the firm for a while

before it was eventually abandoned. The majority of Cherry Mobile's current lineup have Wi-Fi,

capacitive touch displays, and operate on the Android, Windows, and Windows Phone operating

systems.
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When Cherry Mobile unveiled the dual-core Flare smartphone in 2012, it completely upended

the local Android mobile market and quickly rose to the top of Filipino customers' wish lists. As

a result, Flare cellphones have gone through numerous generations, evolving to reflect shifts in

mobile technology.

2016 saw the official launch of Cherry Mobile throughout Europe. In Germany, it first began to

distribute its goods.

Based on research from International Data Corporation (IDC), Cherry Mobile has established

itself as the top local mobile phone brand in the Philippines since 2016.

The local mobile phone company also won numerous accolades and honors from other

organizations, including partners with tech bloggers.

In 2020, Cosmic Technologies combined Cherry Mobile with other brands like Cherry Prepaid,

Cherryroam, Cherry Home, and Cherry Pet under the umbrella of the larger Cherry brand.

VISION

 To become the brand that has “Everything for everyone,” providing handsets that cater to

different age groups and match different lifestyles.

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MISSION

 To bring products that are comparable to high-end devices at affordable prices

 To take care of our natural resources

 To make the world a better place to live

Several factors contribute to Cherry Mobile's success, including:

 Affordable Pricing- Cherry Mobile's competitive pricing strategy was a key factor in its

success. The company provides feature-rich smartphones and other mobile devices at

much cheaper prices than competitors, making them more affordable to a broader

spectrum of consumers.

 Products- Cherry Mobile provided a comprehensive selection of goods, including

smartphones, tablets, and other mobile devices, to meet the varying demands and tastes of

its clients. This enabled the corporation to enter new market categories and broaden its

consumer base.
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 Marketing- Cherry Mobile was quite active in marketing its products, reaching out to its

target demographic through numerous media outlets. To promote its brand and generate

talk about its products, the company worked with local celebrities and influencers,

arranged events and promotions, and used social media.

 Customer Service- Cherry Mobile focused customer service and support, ensuring that its

customers were delighted with their purchases and offering prompt assistance with any

difficulties or complaints. This aided in the development of consumer trust and loyalty, as

well as the enhancement of the company's market reputation.

Overall, Cherry Mobile's success can be ascribed to its ability to produce affordable, high-quality

mobile devices that catered to its customers' different demands, combined with strong marketing

and customer care.

1. Nowadays, Filipinos are very much driven by smartphones. Compared to other

smartphones readily available in the Philippine market, Cherry Mobile’s hardware may

not be up to par with other smartphones, such as those created by Chinese developers.

According to Diangson (2015), the Cherry Mobile’s hardware is not actually impressive

as it has a small screen with low resolution, a disappointing camera, a small battery, and

average performance. 
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2. Although Cherry Mobile is built for its affordability, as they come at low prices in

comparison to other international and local brands, it has poor after-sales support since

users reported going as long as three months after receiving their device back from the

service center (Gubalane, 2014). Furthermore, although this brand will give you lots of

choices to choose from (84 different phones), the technicians of the said company are

overwhelmed due to its variability, resulting in angry customers and long queues. 

3. Lastly, when compared to other smartphone brands (i.e., Samsung Galaxy S3), Cherry

Mobile phones may be heavy, and the type of RAM used in Cherry Mobile phones needs

constant updates and has no form of RAM management app or root access. Furthermore,

other reviewers reported that some included headset is broken and has heating issues.

Therefore, this may lead to its closure or failure in the Philippine Market (HubPages,

2014). 

Relaunching a brand like Cherry Mobile in a new market like Indonesia requires careful planning

and an in-depth understanding of the local market and consumers. As the brand manager, one

would need to conduct thorough market research to identify current trends and consumer

preferences in Indonesia, as well as the competitive landscape. This information can then be used

to develop an effective marketing strategy that resonates with Indonesian consumers.

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In addition to understanding the market, localization is also key. This means adapting the brand's

messaging, product offerings, and marketing campaigns to the Indonesian market. The brand

would need to translate marketing materials into Bahasa Indonesia and feature local celebrities or

influencers in its campaigns. It's also important to highlight features that are popular among

Indonesian consumers to ensure that the brand's products stand out from the competition.

Price point is another crucial factor to consider. While Cherry Mobile is known for its

affordability, it's important to ensure that its products are priced competitively against other

popular brands in the Indonesian market. This requires understanding the cost structure of

manufacturing and distribution, as well as the local pricing expectations of consumers.

Establishing strong distribution channels is also essential to reaching the target audience in

Indonesia. This includes partnering with local retailers, e-commerce platforms, and mobile

network operators to ensure that the products are easily accessible to consumers. A strong online

presence is also important, as e-commerce is a growing trend in Indonesia.

Local regulations must also be considered. This includes ensuring that the products meet local

certification and licensing requirements to avoid any legal issues. Failure to comply with local

regulations could result in significant financial and reputational damage.

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If relaunching in the Philippines, Cherry Mobile may have an advantage due to its established

brand recognition and loyalty among Filipino consumers. However, it would still need to focus

on developing new and innovative products, expanding its distribution network, and improving

customer service to maintain its position in the market.

Overall, relaunching a brand like Cherry Mobile in a new market requires a comprehensive

understanding of the local market and consumer behavior. By taking the necessary steps to

establish a strong presence in the market, the brand can maximize its chances of success and

become a leading mobile phone brand in Southeast Asia.

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References

The Homegrown Smartphone. (2017, September 20). Retrieved from

https://www.bworldonline.com/top-stories/2017/09/20/48911/the-homegrown-

smartphone/

Cherry Mobile. (2019). About us. Retrieved from https://www.cherrymobile.com/about-us/

Diangson, L. (2015, March 16). Cherry mobile one review. YugaTech | Philippines Tech News

& Reviews. https://www.yugatech.com/mobile/cherry-mobile-one-review-1/

Gubalane, D. (2017, February 20). Advantages and disadvantages of cherry mobile phones.

Pinoy Techno Guide. https://www.pinoytechnoguide.com/2014/04/advantages-

disadvantages-cherry-mobile.html 

Info831035. (2022, May 31). Indonesia's top 10 marketing trends in 2022. Retrieved from

https://www.ajmarketing.io/post/indonesia-top-10-marketing-trends-2021

Hubpages. (2014). hubpages.com. https://discover.hubpages.com/technology/A-Review-of-

Cherry-Mobile-Titan