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V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
V56 10 Step Marketing Plan for Business World
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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 & 2012
  • Transcript

    • 1. 10 STEP Marketing Plan for Alexander Go March 2012
    • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. BW as displayed on shelves
    • 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. BW price range from PhP 15- 25. BW has the highest price @ PhP 25 38 % Higher than regular newspapers
    • 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. 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. Promotion
    • 22. They hold forum series with various topics related to business
    • 23. Active as a media sponsor/partner
    • 24. BW chooses events that value business excellence
    • 25. BW is supported by BW Online
    • 26. Present in major social networking sites (FB, Twitter & Youtube)
    • 27. BW also launched a TVC years back http://www.youtube.com/watch?v=RWCsMOKx89A&feature=related
    • 28. TVC of competitors http://www.youtube.com/watch?v=xx8WkdKuWOc&feature=related http://www.youtube.com/watch?v=cy4SuF5EGus&feature=related
    • 29. More TVCs http://www.youtube.com/watch?v=ZZ6DHvNBMI4&feature=related http://www.youtube.com/watch?v=8jwt26UxbKM&feature=related
    • 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. 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. 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. 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. 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. 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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