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Men’s  Entertainment Magazine,[object Object],Men's Entertainment Magazine,[object Object],By,[object Object],Hitesh Malhotra,[object Object],Module C - Branding,[object Object]
Basic Facts,[object Object],[object Object]
Second edition gives birth to the ‘Playboy Bunny’ – a symbol for sexuality, frisky and playfulness.
By 1960,circulation crosses 800k mark.
The November  1972 edition of Playboy was its best selling edition. It sold 7,161,561 copies.
Playboy is ranked at#54 at all time top 100 US brands of United States
Primarily targeted at ‘Generation Jones’-  rebellious, competitive and ambitious. ,[object Object]
Industry analysis,[object Object],[object Object]
Magazines may also carry articles on topics including cars, humor, science, computers, culture and politics.
Size: Nearly 6% of overall publishing industry.
Annual Turnover in 2006 was about $ 1 Billion
Industry declining due to internet revolution ,[object Object]
Company analysis,[object Object],[object Object]
Product Scope – Nude Celebrity Pictures and interview,Playmates,Lifestyle Articles and Playboy online vouchers.
Distinctive Competence -Licensing(Perfumes, Apparels etc),[object Object],Celebrities(Pamela Anderson, Denise Richards etc),[object Object],[object Object],Superiority: Consumers love the celebrities,[object Object],Adaptability: People live the brand through the merchandise products,[object Object], ,[object Object]
Customer Profile,[object Object],[object Object], ,[object Object],[object Object],  Upmarket Students, Working Pros,Rebellious,Fun  Loving,Liberal,Lavish in entertainment spending.,[object Object]
 Valued Customer Behavior-Black box,[object Object]
Competitor’s analysis,[object Object]
 competition with other categories,[object Object],[object Object]
DVD, Home Video etc

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Playboy

Editor's Notes

  1. No info abt marketing budget and expenditure
  2. Playboy believes that Internet users might be interested in the corporation per se.They’re interested in what they can get out of the corporation. Corporate Web sites that emphasize the corporateness of the corporation are the least effective, because they in reality address the corporation’s own management and, perhaps, shareholders, but not the broad Internet-using public.
  3. No info abt marketing budget and expenditure