Vietnamese Luxury Magazine Analysis
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Vietnamese Luxury Magazine Analysis

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Sales analysis of Vietnamese fashion magazine.

Sales analysis of Vietnamese fashion magazine.

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Vietnamese Luxury Magazine Analysis Vietnamese Luxury Magazine Analysis Presentation Transcript

  • [Luxury magazine] Ringier Vietnam analysis and suggestions
  • Basic information
    • Compared to [Mass market magazine], the challenge for [Luxury magazine] is not circulation.
    • [Luxury magazine] circulation is slightly competitive
    • We have a more difficult problem:
    • PERCEPTION
  • Problems to address
    • Advertisers and readers believe that [Luxury magazine] is not as high quality of product as its competitors. Low perception.
    • No clear difference between [Mass market magazine] and [Luxury magazine]. Editorial and design is too similar.
    • To satisfy [Luxury magazine] content demand, Ringier Vietnam sells magazine space for a very low price i.e. photo-shoots to low-end fashion outlets.
    • There is little incentive to buy traditional ads because Ringier Vietnam sells advertorials at too low of a price.
  • This creates a terrible circle for [Luxury magazine]
  • [Luxury magazine]
  • There are four ways to fix this
    • Improve perception i.e. improve content
    • Improve marketing
    • Avoid selling inexpensive PR pages
    • Make [Luxury magazine] bi-monthly or only do special issues. SAVE money and precious resources.
  • Improve content
    • Luxury content is expensive. Difficult.
    • Strong editorial rules. ONLY luxury content in [Luxury magazine]
      • No fake products
      • No low brand products
    • Clear design difference between [Mass market magazine] and [Luxury magazine]
    • Clear sections for major advertisers
      • Makeup
      • Hair care
      • Skin care
    • Train staff – have a luxury boot-camp. Invite brand labels to visit [Luxury magazine] and explain their brand, what is luxury and why they think they are luxury.
    • Buy luxury content from photo-banks and overseas publications. Translate articles.
  • Improve sales
    • Ringier must stop selling very cheap advertorials/PR.
    • Ringier must sell heavily discounted ads to luxury brands.
    • Only luxury brands get PR.
    • Ringier and [Luxury magazine] makes package to support luxury brands.
    GOAL: [Luxury magazine] gets hi value brands and hi value content. Improve perception!
  • Improve marketing
    • [Mass market magazine] marketing campaign should make readers know that [Mass market magazine] is:
      • Modern women’s fashion , lifestyle and family magazine
    • This will help make clear that [Luxury magazine] is:
      • Luxury women’s hi -fashion and lifestyle magazine
    • Separate sales kit for [Luxury magazine]
    • If we improve performance, we can discuss marketing budget for 2010
  • Fix perception and you start to fix the problem