10 step marketing plan for yes magazine.abellera hannah

10 STEP
MARKETING PLAN
FOR
MAGAZINE
Hannah Rhuelle B. Abellera
Ateneo Graduate School of Business
08 June 2013
www.hannahabellera1@blogspot.com

Disclaimer
• This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. De Ungria’s marketing management
class.
• The data included in this report are based on publicly
available data such as those on internet websites, news,
package declarations, public reports.
• When appropriate, data are “masked” so as not to create
expected conflicts.
• The reports are posted and linked on Slideshare, blogs,
and Facebook so that there is easier sharing among
students from different marketing class.

Steps 1 to 5 – Yes! takes the lead in
magazine industry
1. Primary Target Market of Yes! Magazine is middle aged
females
2. The Needs, Wants and Demands of Middle-Aged
Females basically the same as years pass by
3. Yes! preferred brand over other Local and International
Magazines
4. Yes! trusted magazine of stars
5. Yes! dominates Markets Share

Steps 6 to 10 – Yes! Satisfies females’
palate by covering local and most loved
celebrities in all networks
6. It’s the Product – Yes! Magazine
7. Promo: Yes! Magazine is now an Application ing Digital
World
8. Price: Yes! Magazine is only Php 100 per Print copy
9. Place – Yes! Magazine easy to be located
10. Yes! Magazine – Niche Market Winner!

1. Primary Target Market of Yes!
Magazine is middle aged females
• Female
• 25 – 40 years old
• Those who belong to ABC income segment
• Interested in the lives of local celebrities

PTM are those who are those who are
interested to the lives of showbiz
personalities
Self-esteem
Love and
belongingness

• There is a need to belong in a group, being with friends
boosts one’s confidence and to strengthen the bond of
friendship.
• For some women, during break time are fond of talking
about the lives of their favorite local celebrities
• Some women, when they’re out with friends, won’t miss
chatting about celebrities

• There is a need to be loved and belonged to a group of
people, sharing same thoughts with you
• Salon uses Yes! as one of the magazines to be read by
the customer simultaneously while waiting for the
treatment to be done.

2. The Needs, Wants and Demands of
Middle-Aged Females basically the same
as years pass by
• Need
• Self-Esteem, Love and Belongingness
• The need to belong in a certain group of confidante,
also known as “barkada” is increasing. It is being
strengthened as long as everybody allots time for it,
that goes the same for those women.

• Wants
• The PTM preferred Yes! because of the variety of
segment or topic it offers to its readers
• Demands
• The PTM demands for the latest updates about the
celebrities, the more exclusive the interviews is, the
better.
• Aside from celebrity issues, some are into the designs
of the celebrities trends and whereabouts (travels).

3. Yes! – preferred brand over other Local
and International Magazines
• Direct Competitor
• Local showbiz personality magazines
• Star Studio
• Inside Showbiz
• Indirect Competitor
• International showbiz personality magazines and
other magazines with same few similar contents
• OK! Magazine
• My Home
• The Buzz Magazine

3a. Positioning Maps
• Price vs. Copy Matrix
Copy / Price
Matrix
Print App Store Zinio
High Price
Low Price
Yes!
SS
IS
Yes! Yes!
SS SS
**SS – Star Studio
***IS – Inside Showbiz

3b. Positioning Maps
• Benefit Positioning vs. Brand Matrix
Yes! Star Studio Inside Showbiz
Cover Story
Celebrity Homes
Celebrity
Weddings
Tell-all interviews
Variety of
Celebrities
Special issues
Digital Availability
Own Website

4. Yes! Magazine is in niche market
opportunity
• Upholds highest standards in celebrity journalism
• Trusted by celebrities as they share their homes, travel,
important events and milestones
• Latest and exclusive coverage of a celebrities’ events,
issues and controversies
• Read by Filipinos here and abroad

4. Yes! – trusted magazine of stars
“THE MAGAZINE THAT STARS
TRUST”
-Most of the celebrities give revelation
of their lives through Yes!
-Caters celebrities from all networks

5a. Market Size – Estimate the Market
Share using Competitors Data
Total Market
Share in PH
Total Market
Share in NCR
Yes! 55 % 56 %
Star Studio 31 % 30 %
Inside Showbiz 14 % 14 %

Share using Company’s Data
Total Market
Share in PH
Total Market
Share in NCR
Yes! 55 % 56 %
Based on the TNS-Trends Newsstand Survey for 2012.
Questioned posed was, “How many copies were sold in this
period?”

Share using Consumers Data
• 1st on its category, as celebrity magazine
Total Market
Share in PH
Total Market
Share in NCR
Yes! 55 % 56 %
Result of consumers response on the question, “How many copies
were sold in this period?”

Market Size
• Summit Media circulates 150,000 to 160,000 copies of
Yes! Magazine every month
• Percentage of Market Share of Yes! is 55% in PH
• Amount of Yes! – Php 100 per copy
• 160,000 x 0.55 = 88,000 copies
• 88,000 copies x Php 100 = Php 8,800,000
Competitor - Php 8,800,000
Company - Php 8,800,000
Consumer - Php 8,800,000

6. Product: Yes! Magazine
• Yes! Magazine
• Contains different segments inside – cover story,
celebrity homes, celebrity weddings, travels, snaps,
rated PG and TV craze
• 2nd most read magazine in the Philippines according to
Synovate Media Atlas survey
• Has an affiliated website – www.pep.ph, with an
average of 1.6M page views per month

• Yes! Magazine
• Has launched stand-alone issues like, Yes! Most
Beautiful and Yes! House Special
• First to launch e-magazine, that is made exclusively
available for overseas Filipino workers
• Recipient of the “Magazine Brand of the Year”, awarded
by Watson’s for 3 consecutive years

Yes! Magazine – What’s Inside?
• Cover Story
• Celebrity Homes
• Celebrity Weddings
• Travels
• Snaps
• Rated PG
• TV Craze

7. Promo: Yes! Magazine is now an
Application ing Digital World
Mass Personal
1. Sales Promotion 1. Direct Marketing
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
4. Events and Experiences 4. Word of Mouth

Mass Communication
• Experiences and Events
• Covers events of other brand of Summit Media
Magazines like Cosmo Men and FHM

Personal Communication
• Direct marketing – print subscription, available in App
Store and Zinio either in terms of six or twelve months
– back issues and special issues are available

Interactive Marketing
- Allows the readers to share the article and post comments
- At the top right corner at the bottom right corner of the web page,
are links for subscription for Yes! Magazine

8. Price – Yes! Magazine is only Php 100
per Print copy
Yes! Star Studio Inside
Showbiz
Price per copy
(Php)
100 100 100
App Store (Php) 125.73 83.68 -
Zinio (Php) 125.73 84.19 -
*** Currency Conversion is based on June 7, 2013 exchange rates
- It the same price as with the competitors in print copy
- Priced at premium over Star Studio
- Inside showbiz has no available applications for tablets, laptops and
smartphones

9. Place – Yes! Magazine easy to be
located
• Famous Magazine Stands
• Bookstores
• Supermarkets
• Convenience stores
• Department stores
• Overseas Filipino Communities

• Yes! Magazine is a follower of all the latest happenings of
famous stars of the Philippines
• Star Studio focuses itself to the trends and happenings of
ABS-CBN stars
• Filipinos follow and support celebrities from 2 giant
networks
10. Yes! Magazine – Niche Market
Winner!

10. Yes! Magazine – Niche Market
Winner!
• Yes! Magazine has a total monthly readership of 900,000
to 960,000
• According to CIA, the total population of the Philippines is
105.72 million
• Total population of age 25-54 is 36.6% (male and female)
- female is 18.2% (18,941,091)
• 5.1% of the female population (Niche Market) is won by
Yes! Magazine over its competitors

Sources
• http://www.affordablecebu.com/load/philippine_governme
nt/total_population_of_the_philippines_2012/5-1-0-3004
• http://www.indexmundi.com/philippines/demographics_pro
file.html
• www.summitmedia.com.ph
• https://www.summitmedia.com.ph/news/summit-
magazines-top-the-2012-tns-trends-newsstand-survey/
• https://www.summitmedia.com.ph/print/yes

Steps 6 to 10 – Yes! Satisfies females’
taste by covering local and most loved
celebrities in all networks
6. It’s the Product – Yes! Magazine
7. Promo: Yes! Magazine is now an Application ing Digital
World
8. Price: Yes! Magazine is only Php 100 per Print copy
9. Place – Yes! Magazine easy to be located
10. Yes! Magazine – Niche Market Winner!

10 step marketing plan for yes magazine.abellera hannah

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10 step marketing plan for yes magazine.abellera hannah