10 STEP  Marketing Plan for  Alexander Go March 2012
Disclaimer <ul><li>This 10 Step Marketing Plan is part of the mandatory </li></ul><ul><li>requirements of  Prof. Remigio J...
Business As Usual for BW <ul><li>BW is for Entrepreneurs </li></ul><ul><li>Who seeks fair, credible and truthful business ...
BW Creating, Communicating & Delivering Value <ul><li>BW is the pioneer business newspaper in the country </li></ul><ul><l...
BW is for Entrepreneurs <ul><li>Younger market (25-45) years old  </li></ul><ul><li>Balanced mix of male and female  </li>...
PTM has a need to belong Reference: Maslow’s Hierarcy of Needs  Marketing Management, 11 th  ed, Philip Kotler I want to k...
PTM’s Needs, Wants and Demands <ul><li>Entrepreneurs needs to feel that they  belong  to a group. To understand their envi...
Direct and indirect products that address my PTM’s NWD <ul><li>Direct:  Business Mirror , Philippine Daily Inquirer, Phili...
BW is the first to position as a business newspaper in the PHL PS MB PDI DT MST BW BM M Less topics More topics High Price...
Benefits of the newspaper are relative to its content Features BW PDI PS MB News Comments/Opinion World/ Foreign Business/...
BW serves a niche market of entrepreneurs, business and industry leaders <ul><li>Only BW offers  </li></ul><ul><li>Fair, c...
Based on PDI data, the total daily market is PhP12.6M <ul><li>PDI has over 2.7 million nationwide readers daily, it enjoys...
BW mentioned it has 65,000 daily circulation. No market share claim <ul><li>As of September 2011, it has a daily circulati...
Customer data would put broadsheet market at PhP16.2M <ul><li>93 million Filipinos </li></ul><ul><li>readership of traditi...
Newspaper daily market is worth 12.6 million <ul><li>Competitor = 12. 6 million </li></ul><ul><li>Company = NA </li></ul><...
BW as displayed on shelves
BW Product Differentiation <ul><li>BW use green color & formal font </li></ul><ul><li>Shows hot topics on business above t...
BW price range from PhP 15- 25. BW has the highest price @ PhP 25 38 % Higher than regular newspapers
BW applies a perceived-value pricing <ul><li>18.00 cost w/ mark-up (based on competitors) </li></ul><ul><li>+ 4.00 price p...
BW is has national and foreign circulation <ul><li>National and foreign circulation </li></ul><ul><li>Supermarkets </li></...
Promotion
They hold forum series with various topics related to business
Active as a media sponsor/partner
BW chooses events that value  business excellence
BW is supported by BW Online
Present in major social networking sites (FB, Twitter & Youtube)
BW also launched a TVC years back http://www.youtube.com/watch?v=RWCsMOKx89A&feature=related
TVC of competitors http://www.youtube.com/watch?v=xx8WkdKuWOc&feature=related http://www.youtube.com/watch?v=cy4SuF5EGus&f...
More TVCs http://www.youtube.com/watch?v=ZZ6DHvNBMI4&feature=related http://www.youtube.com/watch?v=8jwt26UxbKM&feature=re...
Business As Usual for BW <ul><li>BW is for Entrepreneurs </li></ul><ul><li>Who seeks fair, credible and truthful business ...
BW Creating, Communicating & Delivering Value <ul><li>BW is the pioneer business newspaper in the country </li></ul><ul><l...
BW serves the niche market of entrepreneurs, business & industry leaders  <ul><li>By (1) creating relevant business topics...
References: <ul><li>http://newsinfo.inquirer.net/148811/philippine-daily-inquirer-widens-lead-in-readership </li></ul><ul>...
References: <ul><li>http://gmmurgirl.hubpages.com/hub/Philippine-Journalism </li></ul><ul><li>http://technology.inquirer.n...
Grading <ul><li>Customers (PTM, NWD)- 20% </li></ul><ul><li>Competition (Positioning Map, Market Size) 30% </li></ul><ul><...
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V56 10 Step Marketing Plan for Business World

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  • National Urban Philippines, which covers Metro Manila and 21 key cities in the country 2011 &amp; 2012
  • V56 10 Step Marketing Plan for Business World

    1. 1. 10 STEP Marketing Plan for Alexander Go March 2012
    2. 2. Disclaimer <ul><li>This 10 Step Marketing Plan is part of the mandatory </li></ul><ul><li>requirements of Prof. Remigio Joseph De Ungria’s </li></ul><ul><li>AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly </li></ul><ul><li>available data such as those on internet websites, news, </li></ul><ul><li>package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to </li></ul><ul><li>create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs </li></ul><ul><li>and facebook so that there is easier sharing among </li></ul><ul><li>students from different marketing classes. </li></ul>
    3. 3. Business As Usual for BW <ul><li>BW is for Entrepreneurs </li></ul><ul><li>Who seeks fair, credible and truthful business news </li></ul><ul><li>Has the option to buy Business Mirror, Philippine Daily Inquirer, Phil. Star, Manila Bulletin, etc. </li></ul><ul><li>Few broadsheets focus on business news. Only BW has the track record to prove its integrity as a business newspaper. </li></ul><ul><li>Total daily broadsheets market is at PhP12.6M. BW niche is at PhP 3.69M </li></ul>
    4. 4. BW Creating, Communicating & Delivering Value <ul><li>BW is the pioneer business newspaper in the country </li></ul><ul><li>Priced 39% higher than regular newspapers </li></ul><ul><li>Uses mostly interactive marketing & events/ experiences </li></ul><ul><li>Has national and foreign circulation </li></ul><ul><li>Serves a niche market of entrepreneurs </li></ul>
    5. 5. BW is for Entrepreneurs <ul><li>Younger market (25-45) years old </li></ul><ul><li>Balanced mix of male and female </li></ul><ul><li>Most are in middle to senior management positions working in SMEs, large corporation or multinational companies </li></ul><ul><li>Majority of our readers plan to buy real estate, cars and other things like electronics, appliances, etc. within the next two years. </li></ul><ul><li>A third of our readers are Entrepreneurs. </li></ul><ul><li>Its subscribers are trendsetters and decision-makers -- leaders in business, industry and government, both here and of governments and corporations abroad that are keen on Philippine business updates </li></ul><ul><li>Source: http://www.bworldonline.com/assets/main.php?id=advertising1 </li></ul>
    6. 6. PTM has a need to belong Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I want to know what’s happening around me.
    7. 7. PTM’s Needs, Wants and Demands <ul><li>Entrepreneurs needs to feel that they belong to a group. To understand their environment. </li></ul><ul><li>Entrepreneurs choose BW because it provides news with a standard of fairness, credibility and integrity . </li></ul><ul><li>Accurate and timely news reports that are relevant to their business and industry. </li></ul>
    8. 8. Direct and indirect products that address my PTM’s NWD <ul><li>Direct: Business Mirror , Philippine Daily Inquirer, Philippine Star, Malaya, Manila Bulletin, Manila Standard Today, The Daily Tribune, The Manila Times. </li></ul><ul><li>Indirect: Magazines, News from Websites , Radio & TV </li></ul><ul><li>Variables: Availability , Delivery, Price, Content quality </li></ul>
    9. 9. BW is the first to position as a business newspaper in the PHL PS MB PDI DT MST BW BM M Less topics More topics High Price Low Price
    10. 10. Benefits of the newspaper are relative to its content Features BW PDI PS MB News Comments/Opinion World/ Foreign Business/ Biz Related Classified Ads Obituary Entertainment Arts/Lifestyle/ Sports Motoring Schools Technology Others
    11. 11. BW serves a niche market of entrepreneurs, business and industry leaders <ul><li>Only BW offers </li></ul><ul><li>Fair, credible, trustworthy Philippine business news to trendsetters and decision-makers -- leaders in business, industry and government who provide fair and credible news. </li></ul><ul><li>“ Your business consultant” </li></ul><ul><li>“ A Newspaper is a Public Trust” </li></ul>
    12. 12. Based on PDI data, the total daily market is PhP12.6M <ul><li>PDI has over 2.7 million nationwide readers daily, it enjoys a market share of over 50% </li></ul><ul><li>2.7 mil / 7.7 readership multiple = 350,649 circulation </li></ul><ul><li>350,649 x 2 = 700k total circulation </li></ul><ul><li>700k x PhP 18.00 = PhP 12.6 Million </li></ul>
    13. 13. BW mentioned it has 65,000 daily circulation. No market share claim <ul><li>As of September 2011, it has a daily circulation of 65,000 </li></ul><ul><li>BW subscribers pass their copies on to an average of five other persons </li></ul><ul><li>65k x 5 readers multiple = 325k readers </li></ul><ul><li>Ranks fourth in the industry in terms of advertising revenues </li></ul><ul><li>BM has 82,600 daily circulation </li></ul><ul><li>BW 65,000 + BM 82,600 = 147,600 </li></ul><ul><li>147,600 x PhP 25 = 3.69 M total business newspaper </li></ul>
    14. 14. Customer data would put broadsheet market at PhP16.2M <ul><li>93 million Filipinos </li></ul><ul><li>readership of traditional print media bottoming out at 30 percent of the population- Synovate, 2011 </li></ul><ul><li>93 million x 30% =27.9 million readers </li></ul><ul><li>27.9 million x 25% frequency= 6.97 million readers </li></ul><ul><li>6.97 million / 7.7 readers multiple = 905,844 circulation </li></ul><ul><li>905k x PhP 18 = PhP 16.2 million </li></ul>
    15. 15. Newspaper daily market is worth 12.6 million <ul><li>Competitor = 12. 6 million </li></ul><ul><li>Company = NA </li></ul><ul><li>Customer = 16.2 million </li></ul>
    16. 16. BW as displayed on shelves
    17. 17. BW Product Differentiation <ul><li>BW use green color & formal font </li></ul><ul><li>Shows hot topics on business above the headline </li></ul><ul><li>Business Focused Content (Economy, Corporations, Banking, Financial Times) </li></ul><ul><li>Online- RSS, BW Files, BW Top 1000 corporations, Codex electronic archive, Quarterly Banking, Special Reports & Annual/ Year-end reports. </li></ul>
    18. 18. BW price range from PhP 15- 25. BW has the highest price @ PhP 25 38 % Higher than regular newspapers
    19. 19. BW applies a perceived-value pricing <ul><li>18.00 cost w/ mark-up (based on competitors) </li></ul><ul><li>+ 4.00 price premium for BW brand equity </li></ul><ul><li>+ 3.00 price premium customized content </li></ul><ul><li>25.00 Final Price </li></ul>
    20. 20. BW is has national and foreign circulation <ul><li>National and foreign circulation </li></ul><ul><li>Supermarkets </li></ul><ul><li>Convenience stores </li></ul><ul><li>Bookstores </li></ul><ul><li>Selected Newspaper Stands </li></ul><ul><li>Via Subscription </li></ul><ul><li>Digitized copy available online </li></ul>
    21. 21. Promotion
    22. 22. They hold forum series with various topics related to business
    23. 23. Active as a media sponsor/partner
    24. 24. BW chooses events that value business excellence
    25. 25. BW is supported by BW Online
    26. 26. Present in major social networking sites (FB, Twitter & Youtube)
    27. 27. BW also launched a TVC years back http://www.youtube.com/watch?v=RWCsMOKx89A&feature=related
    28. 28. TVC of competitors http://www.youtube.com/watch?v=xx8WkdKuWOc&feature=related http://www.youtube.com/watch?v=cy4SuF5EGus&feature=related
    29. 29. More TVCs http://www.youtube.com/watch?v=ZZ6DHvNBMI4&feature=related http://www.youtube.com/watch?v=8jwt26UxbKM&feature=related
    30. 30. Business As Usual for BW <ul><li>BW is for Entrepreneurs </li></ul><ul><li>Who seeks fair, credible and truthful business news </li></ul><ul><li>Has the option to buy Business Mirror, Philippine Daily Inquirer, Phil. Star, Manila Bulletin, etc. </li></ul><ul><li>Few broadsheets focus on business news. Only BW has the track record to prove its integrity as a business newspaper. </li></ul><ul><li>Total daily broadsheets market is at PhP12.6M. BW niche is at PhP 3.69M </li></ul>
    31. 31. BW Creating, Communicating & Delivering Value <ul><li>BW is the pioneer business newspaper in the country </li></ul><ul><li>Priced 39% higher than regular newspapers </li></ul><ul><li>Uses mostly interactive marketing & events/ experiences </li></ul><ul><li>Has national and foreign circulation </li></ul><ul><li>Serves a niche market of entrepreneurs </li></ul>
    32. 32. BW serves the niche market of entrepreneurs, business & industry leaders <ul><li>By (1) creating relevant business topics, (2) using perceived value pricing,(3) communicating its value through advertising, events & interactive mktg, and (4) having national and foreign circulation, BW is able to satisfy the business/ industry leaders of their needs, wants & demands. </li></ul>
    33. 33. References: <ul><li>http://newsinfo.inquirer.net/148811/philippine-daily-inquirer-widens-lead-in-readership </li></ul><ul><li>http://www.bworldonline.com/landing.php?page=corporate_news </li></ul><ul><li>http://newsinfo.inquirer.net/107495/philippine-daily-inquirer-keeps-no-1-ranking-in-readership-poll </li></ul><ul><li>http://en.wikipilipinas.org/index.php?title=Top_10_Philippine_Newspapers_of_2009&action=history </li></ul><ul><li>http://en.wikipedia.org/wiki/BusinessWorld </li></ul><ul><li>www.google.com.ph/publicdata </li></ul><ul><li>http://www.investitwisely.com/stay-at-home-dads-and-suga-mamas-when-the-woman-becomes-the-primary-breadwinner/ </li></ul>
    34. 34. References: <ul><li>http://gmmurgirl.hubpages.com/hub/Philippine-Journalism </li></ul><ul><li>http://technology.inquirer.net/4101/filipinos-seek-info-on-web-rich-prefer-newspapers </li></ul><ul><li>http://comm215.wetpaint.com/page/Traditional+Media+in+the+Philippines </li></ul><ul><li>http://businessmirror.com.ph/component/content/article/13-headline/3198-weve-made-our-mark </li></ul>
    35. 35. Grading <ul><li>Customers (PTM, NWD)- 20% </li></ul><ul><li>Competition (Positioning Map, Market Size) 30% </li></ul><ul><li>Company (4Ps, Strategy)- 40% </li></ul><ul><li>Power Principles Formatting- 10% </li></ul>

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