10 step marketing plan for yes magazine.abellera hannah

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10 step marketing plan for yes magazine.abellera hannah

  1. 1. 10 STEPMARKETING PLANFORMAGAZINEHannah Rhuelle B. AbelleraAteneo Graduate School of Business08 June 2013www.hannahabellera1@blogspot.com
  2. 2. Disclaimer• This 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. De Ungria’s marketing managementclass.• The data included in this report are based on publiclyavailable data such as those on internet websites, news,package declarations, public reports.• When appropriate, data are “masked” so as not to createexpected conflicts.• The reports are posted and linked on Slideshare, blogs,and Facebook so that there is easier sharing amongstudents from different marketing class.www.hannahabellera1@blogspot.com
  3. 3. Steps 1 to 5 – Yes! takes the lead inmagazine industry1. Primary Target Market of Yes! Magazine is middle agedfemales2. The Needs, Wants and Demands of Middle-AgedFemales basically the same as years pass by3. Yes! preferred brand over other Local and InternationalMagazines4. Yes! trusted magazine of stars5. Yes! dominates Markets Share
  4. 4. Steps 6 to 10 – Yes! Satisfies females’palate by covering local and most lovedcelebrities in all networks6. It’s the Product – Yes! Magazine7. Promo: Yes! Magazine is now an Application ing DigitalWorld8. Price: Yes! Magazine is only Php 100 per Print copy9. Place – Yes! Magazine easy to be located10. Yes! Magazine – Niche Market Winner!
  5. 5. 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 celebritieswww.hannahabellera1@blogspot.com
  6. 6. PTM are those who are those who areinterested to the lives of showbizpersonalitieswww.hannahabellera1@blogspot.comSelf-esteemLove andbelongingness
  7. 7. 1. Primary Target Market of Yes!Magazine is middle aged females• There is a need to belong in a group, being with friendsboosts one’s confidence and to strengthen the bond offriendship.• For some women, during break time are fond of talkingabout the lives of their favorite local celebrities• Some women, when they’re out with friends, won’t misschatting about celebritieswww.hannahabellera1@blogspot.com
  8. 8. 1. Primary Target Market of Yes!Magazine is middle aged females• There is a need to be loved and belonged to a group ofpeople, sharing same thoughts with you• Salon uses Yes! as one of the magazines to be read bythe customer simultaneously while waiting for thetreatment to be done.www.hannahabellera1@blogspot.com
  9. 9. 2. The Needs, Wants and Demands ofMiddle-Aged Females basically the sameas 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 beingstrengthened as long as everybody allots time for it,that goes the same for those women.www.hannahabellera1@blogspot.com
  10. 10. • Wants• The PTM preferred Yes! because of the variety ofsegment or topic it offers to its readers• Demands• The PTM demands for the latest updates about thecelebrities, the more exclusive the interviews is, thebetter.• Aside from celebrity issues, some are into the designsof the celebrities trends and whereabouts (travels).www.hannahabellera1@blogspot.com
  11. 11. 3. Yes! – preferred brand over other Localand International Magazines• Direct Competitor• Local showbiz personality magazines• Star Studio• Inside Showbiz• Indirect Competitor• International showbiz personality magazines andother magazines with same few similar contents• OK! Magazine• My Home• The Buzz Magazinewww.hannahabellera1@blogspot.com
  12. 12. 3a. Positioning Maps• Price vs. Copy Matrixwww.hannahabellera1@blogspot.comCopy / PriceMatrixPrint App Store ZinioHigh PriceLow PriceYes!SSISYes! Yes!SS SS**SS – Star Studio***IS – Inside Showbiz
  13. 13. 3b. Positioning Maps• Benefit Positioning vs. Brand Matrixwww.hannahabellera1@blogspot.comYes! Star Studio Inside ShowbizCover StoryCelebrity HomesCelebrityWeddingsTell-all interviewsVariety ofCelebritiesSpecial issuesDigital AvailabilityOwn Website
  14. 14. 4. Yes! Magazine is in niche marketopportunity• 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 abroadwww.hannahabellera1@blogspot.com
  15. 15. 4. Yes! – trusted magazine of stars“THE MAGAZINE THAT STARSTRUST”-Most of the celebrities give revelationof their lives through Yes!-Caters celebrities from all networkswww.hannahabellera1@blogspot.com
  16. 16. 5a. Market Size – Estimate the MarketShare using Competitors Datawww.hannahabellera1@blogspot.comTotal MarketShare in PHTotal MarketShare in NCRYes! 55 % 56 %Star Studio 31 % 30 %Inside Showbiz 14 % 14 %
  17. 17. 5a. Market Size – Estimate the MarketShare using Company’s DataTotal MarketShare in PHTotal MarketShare in NCRYes! 55 % 56 %Star Studio 31 % 30 %Inside Showbiz 14 % 14 %Based on the TNS-Trends Newsstand Survey for 2012.Questioned posed was, “How many copies were sold in thisperiod?”www.hannahabellera1@blogspot.com
  18. 18. 5a. Market Size – Estimate the MarketShare using Consumers Data• 1st on its category, as celebrity magazineTotal MarketShare in PHTotal MarketShare in NCRYes! 55 % 56 %Star Studio 31 % 30 %Inside Showbiz 14 % 14 %Result of consumers response on the question, “How many copieswere sold in this period?”www.hannahabellera1@blogspot.com
  19. 19. Market Size• Summit Media circulates 150,000 to 160,000 copies ofYes! 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 8,800,000Competitor - Php 8,800,000Company - Php 8,800,000Consumer - Php 8,800,000www.hannahabellera1@blogspot.com
  20. 20. 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 toSynovate Media Atlas survey• Has an affiliated website – www.pep.ph, with anaverage of 1.6M page views per monthwww.hannahabellera1@blogspot.com
  21. 21. 6. Product: Yes! Magazine• Yes! Magazine• Has launched stand-alone issues like, Yes! MostBeautiful and Yes! House Special• First to launch e-magazine, that is made exclusivelyavailable for overseas Filipino workers• Recipient of the “Magazine Brand of the Year”, awardedby Watson’s for 3 consecutive yearswww.hannahabellera1@blogspot.com
  22. 22. Yes! Magazine – What’s Inside?• Cover Story• Celebrity Homes• Celebrity Weddings• Travels• Snaps• Rated PG• TV Crazewww.hannahabellera1@blogspot.com
  23. 23. 6. Product: Yes! Magazinewww.hannahabellera1@blogspot.com
  24. 24. 7. Promo: Yes! Magazine is now anApplication ing Digital WorldMass Personal1. Sales Promotion 1. Direct Marketing2. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling4. Events and Experiences 4. Word of Mouthwww.hannahabellera1@blogspot.com
  25. 25. Mass Communication• Experiences and Events• Covers events of other brand of Summit MediaMagazines like Cosmo Men and FHMwww.hannahabellera1@blogspot.com
  26. 26. Personal Communication• Direct marketing – print subscription, available in AppStore and Zinio either in terms of six or twelve months– back issues and special issues are availablewww.hannahabellera1@blogspot.com
  27. 27. 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! Magazinewww.hannahabellera1@blogspot.com
  28. 28. www.hannahabellera1@blogspot.com
  29. 29. 8. Price – Yes! Magazine is only Php 100per Print copyYes! Star Studio InsideShowbizPrice per copy(Php)100 100 100App 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 andsmartphoneswww.hannahabellera1@blogspot.com
  30. 30. 9. Place – Yes! Magazine easy to belocated• Famous Magazine Stands• Bookstores• Supermarkets• Convenience stores• Department stores• Overseas Filipino Communitieswww.hannahabellera1@blogspot.com
  31. 31. • Yes! Magazine is a follower of all the latest happenings offamous stars of the Philippines• Star Studio focuses itself to the trends and happenings ofABS-CBN stars• Filipinos follow and support celebrities from 2 giantnetworks10. Yes! Magazine – Niche MarketWinner!www.hannahabellera1@blogspot.com
  32. 32. 10. Yes! Magazine – Niche MarketWinner!• Yes! Magazine has a total monthly readership of 900,000to 960,000• According to CIA, the total population of the Philippines is105.72 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 byYes! Magazine over its competitorswww.hannahabellera1@blogspot.com
  33. 33. Sources• http://www.affordablecebu.com/load/philippine_government/total_population_of_the_philippines_2012/5-1-0-3004• http://www.indexmundi.com/philippines/demographics_profile.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/yeswww.hannahabellera1@blogspot.com
  34. 34. Steps 1 to 5 – Yes! takes the lead inmagazine industry1. Primary Target Market of Yes! Magazine is middle agedfemales2. The Needs, Wants and Demands of Middle-AgedFemales basically the same as years pass by3. Yes! preferred brand over other Local and InternationalMagazines4. Yes! trusted magazine of stars5. Yes! dominates Markets Share
  35. 35. Steps 6 to 10 – Yes! Satisfies females’taste by covering local and most lovedcelebrities in all networks6. It’s the Product – Yes! Magazine7. Promo: Yes! Magazine is now an Application ing DigitalWorld8. Price: Yes! Magazine is only Php 100 per Print copy9. Place – Yes! Magazine easy to be located10. Yes! Magazine – Niche Market Winner!
  36. 36. 10 STEPMARKETING PLANFORMAGAZINEHannah Rhuelle B. AbelleraAteneo Graduate School of Business08 June 2013www.hannahabellera1@blogspot.com

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