Vietnamese Luxury Magazine Analysis

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Sales analysis of Vietnamese fashion magazine.

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Vietnamese Luxury Magazine Analysis

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

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