Neri 10stepmarketing

Hiyasmin Cherubai M. Neri
Ateneo Graduate School of Business
2013 Edition

Hiyasmin Neri
June 2013
10 STEP
Marketing Plan for
Meg Magazine
2www.hiyasmincherubaineriblogspot.com

This 10 Step Marketing Plan is part of the mandatory requirements of
Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing
among students from different marketing classes.
Disclaimer
www.hiyasmincherubaineriblogspot.com

1. Meg’s PTM are young stylish Filipinas
2. They have the need to be guided on how to be stylish and practical at the
same time. (NWD)
3. They can choose:
 Teen magazines: Candy Magazine, Chalk Magazine
 Young Adult magazines: Cosmopolitan Magazine, Maven Magazine
1. Gap: All other brands are more known to publish articles about teen and
campus issues or sex and relationship contents for mature working ladies.
2. Meg magazine has 1.9 Million Php market share in estimated 6 Million Php
industry.
A “Must-Have” for every young lady that
delivers the ultimate in style

6. Meg magazine is the ultimate girl guide for:
 Latest fashion
Beauty tips
 Budget finds
 Upcoming celebrities, style icons, and young achievers
 Practical lifestyle advices on career excellence, money, travel, health, and
relationships
6. Price: 125 Php
7. Uses events, radio, billboards, website, social media and produces its
own reality TV series “I am Meg” on ETC Channel
8. Distributed nationwide by One Mega Group Publishing, Inc.
9. Uses niche approach to increase sales
Young women starting a career would pay
for a guide to Must-Haves and How-To’s

 Demographics : 17-26 years old, female, class AB (working or in a university),
single
 Lifestyle : loves fashion, beauty, traveling, health and fitness, music, and pop
culture. Values career excellence, staying on a budget, and Filipino heritage.
Always updated with what’s “in.”
 Behavior: Reads and subscribes to magazines monthly and visits blogs and
websites, for latest updates in fashion and lifestyle. Likes and attends parties
and social events in the Metro.
*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some
do buy, but majority don’t which is why limited marketing resources are best focused on PTM

PTM wants to stand out, assert individuality, and make
a difference
7
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
I want to stand out and be stylish
I want to make a difference
I want to be “in” and be updated

• They have the need to belong by being stylish and adjust in their new working
environments to fulfill Social and Esteem Needs.
• They also need a “guide” that will show them practical How To’s and imbibe
positive thinking to excel and make a difference in their workplace and fulfill
their Self-actualization needs.
• PTM prefer Meg Magazine because it is their ulitmate girl guide with
Must-Haves in latest fashion, music, and lifestyle, and How To’s in surviving and
adapting to life after college.
• PTM demands more mature articles that will help them understand
the changes that they are going and about to go through after college while
keeping young and hip through latest trend updates.

 Direct:
Teen magazines: Candy Magazine, Chalk Magazine
Young Adult magazines: Cosmopolitan Magazine, Blush Magazine
 Indirect:
Blog sites, Apps, Podcasts, You Tube videos, workshops/ seminars, experiences
 Variables: Age, Price, Personality, Interest, Cover girl, layout, availability,
brand promise of young lady’s guide to delivering the ultimate in fashion
3a. Meg has tight-knit competitors

No. of
Subscriptions/ Age
Matrix
13-19
yrs
20-29
yrs
30-35 yrs
High No.
Low No.
No. of Subscriptions vs. Age Matrix as of 2012
Candy
Chalk
Meg Cosmopolitan
Maven

Niche positioning of Meg magazine in detail
Benefit Positioning vs. Brand Matrix
as of 2012
Functional Benefit Candy Meg Chalk Cosmopolitan Maven
Latest Fashion looks
Fashion and Beauty editorials
Fashion and beauty tips
Features Celebrities/ Icons
Career tips
Relationship advices
Sex and Relationship guide
Confidence to manage herself
Budget tips
Health and Fitness
Social Awareness
Campus Updates
Unisex market

Meg magazine is the PIONEER for teens fashion magazine in the Philippines.
Meg is all about women who want to stay young and hip
Meg magazine is the ultimate girl guide for:
 Latest fashion and beauty finds
 Being hip on a budget
 Upcoming celebrities, style icons, and young achievers
 Practical lifestyle advices on career excellence, money, travel, health, and
relationships
Chalk magazine is trying to copy the features for the unisex market
Traditional positioning has been on broad segments of emphasis on latest
beauty and fashion, celebrity and icon features for teens.
4. Meg Magazine positions in a niche market
opportunity and its differentiator is being the “Young
lady’s guide to style”

“Meg magazine is the young lady’s
guide that delivers the ultimate in
style. “
Teens are becoming more and more mature, yet women
want to stay hip. Meg caters to that in-between.
4. Positioning and brand identity of Meg
is…

2012
In 2012, Meg started to widen its niche market from high
school to recent graduates.
According to Summit Media, Trends Newsstand Survey
Philippines conducted research among 350 magazine-selling
newsstands in key cities all over the Philippines from
November 3 to December 3, 2012. The Sample size was 190
outlets in Metro Manila, 50 in Luzon, 70 in Visayas, and 40 in
Mindanao.
5a. According to published competitor data…
Magazine Total PH Total NCR
Candy 62% 59%
Meg 20% 20%
Chalk 18% 21%

2011
Back in 2011, TNS already conducted the same study of 350 outlets
nationwide wherein 190 outlets were in Metro Manila, 50 in Luzon, 70 in
Visayas, and 40 in Mindanao. The study was dated October 1-30, 2011.
Magazine Total PH
Candy 62%
Meg 21%
Chalk 17%
To increase its sales, Meg Magazine decided to widen its market to
University students.

2010
In 2010, Meg Magazine was still considered as a teen magazine that
targets high school students.
TNS conducted a survey to 350 outlets nationwide from September
30-October 29, 2010. The Sample size was 350 outlets, 170 in
Metro Manila, 50 in Luzon, 80 in Visayas, and 50 in Mindanao
Magazine Total PH Total NCR
Candy 68% 59%
Meg 18% 25%
Chalk 14% 16%

Teen
Magazine
Price
(Php)
Estimated
Market
Share %
Estimated
no. of unit
sold for 350
outlets per
month
Estimated no.
of units sold
(Php) for
350 outlets
In 1 month
Estimated
sales
(Php) for
350 outlets
In 1 year
Candy 100.00 62 % 217 217,000.00
2,604,000.00
Meg 125.00 20 % 70 8,750.00
105,000.00
Chalk 100.00 18 % 63 6,300.00
75,600.00
TOTAL
2012

1. One Mega Group Sales data for Circulation
Revenue 2011 is 43 Milllion Php, Meg
Magazine may be 6.45 Million Php, 15%
2. One Mega Group claims market share of
30%
3. Total market size of Meg magazine is
6.45 M/0.3 = 1.9 M Php
5b. The estimated market size using company
data is...

Magazine Facebook
Likes
Twitter
followers
Website
Views
Website Unique
Users
Candy 567,000 71,119 1 M 125,000
Meg 98,052 11,098 unknown unknown
Chalk 24,057 8,035 N/A N/A
Cosmopolitan 206,000 51,140 3.4 M 285,000
Maven 7,016 1076 N/A N/A
5c. Published statistics in Social Media
Sites are as follows

Usage per day or per year: 12-month subscription per person, assuming at least
1% of total social media reach buy 1 magazine per month in 1 year
5c. Estimating the market size
using customer data
Magazine Total no.
of reach
Print
Subscribers
(1 %)
Price
(Php)
Estimated
Market Share
Monthly (Php)
Estimated Market
Share in 1 year (Php)
Candy 638,119 6,381.19 100 638,119.00 7,657,428.00
Meg 109,150 1,091.50 125 136,437.50 1,637,250.00
Chalk 32,092 320.92 100 32,092.00 385,104.00
Cosmopolitan 257,140 2,571.40 125 321,425.00 3,857,100.00
Maven
8,092
80.92
120
9,710.40 116,524.80
TOTAL
1,044,593 10,445.93 1,137,783.90 13,653,406.80

1. Competitor data= 3 Million Php
2. Company data = 1.9 Million Php
3. Customer Usage data = 13.6 Million Php
Average Market Size: 6 Million Php
5. Estimated Market size is..

6a. Meg Magazine, like Candy and Chalk magazine, has its
own place in bookstore shelves

6a. Meg June 2013 issue has the same cover girl, Sarah
Geronimo, with Young Adult Competitor, Cosmopolitan.
Campus Magazine Competitors
Campus Magazine competitors use
teen icons for cover girls while Meg
chooses young adult celebrities on
their cover while keeping the
contents young and hip
Young Adult Magazine Competitors

Pioneered the teen fashion magazine in the Philippines
Caters to former teen readers who are now more mature but still wants to stay
young and hip
The ultimate girl-guide to must-have’s and how-to’s for young stylish women
More fashion features compared to other magazines in its segment
 Values Filipino excellence and features a yearly search for young achievers called
“30 under 30”.
Has a yearly reality TV series aired on ETC channel “I am Meg: Own the World in
Style”
Has an official interactive website with blog features on fashion, beauty, advice,
events, and giveaways < www.iammeg.ph>
6b. What makes Meg different?

7. Price: Affordable Retail Price Points of
100 -140 Php for Class AB Market
Magazine Retail Price
Candy 100 Php
Meg 125 Php
Chalk 100 Php
Cosmopolitan 125 Php
Maven 120 Php
Meg’s retail price is premium among teen magazine competitors.
It has a similar price point with young adult magazine competitors.

8a. Meg Magazine uses several techniques to
market its product
Mass Personal
1. Public Relations and Retail
Brand Collaborations
2. Events and Experiences
3. Reality TV Series
4. Billboard Advertising
5. Radio Advertising
1. Direct Marketing
2. Interactive marketing
3. Personal Selling
4. Word of Mouth
1
2
3
4

8a. Meg Magazine promotes through Reality searches
http://www.youtube.com/watch?v=6VgveJd6smI

8a. Meg Magazine promotes through Fashion events
and Parties for young women

8a. Meg Magazine promotes Look books and giveaways
through its Interactive Online Website www.iammeg.ph,
and social networks

8b. Chalk increases its niche by widening its market to
Male Teens, but remains #3 in Female Market
Main competitor Chalk promotes through music concerts and parties.

8b. Chalk also promotes through social media and blogs
Chalk positions itself to promote Filipino youth culture

8b. Main competitor Candy holds #1 Market share in
teen segment targeting highschool to college students
Candy holds contests, high school fairs and campus events

8b. Candy also promotes through a website, a mobile
app, and Facebook and Twitter accounts

8b. Candy also publishes teen diaries and booklets sold
separately in leading bookstores

8b. Young adult competitor Cosmopolitan creates more
mature events for the “fun and fearless women”

8b. Cosmopolitan also promotes through mobile apps
and its interactive website

8b. Maven is a new entrant which targets “smart, real,
and sexy women”
Maven holds contests, beauty workshops and fashion events for promotions.

8b. Maven promotes through social media sites

 Leading bookstores, supermarkets, convenience outlets, magazine
stands, online website, back issue stores
 Nationwide
 Online credit payment
 cash and credit transactions
9. Meg Magazine is distributed nationwide
through the One Mega Publishing Group

 Develop mobile app for digital magazine subscription
 Placement in digital newsstand worldwide
 Podcast subscriptions
 E-book
9. “Place” challenges Meg Magazine to “Go Digital”

Meg Magazine’s strategy is to be a niche leader to market segment of
young stylish Filipinas with age range of 17-26 years old.
Meg caters to former teen readers who are now more mature but still
wants to stay young and hip.
Meg Magazine has a premium price and is distributed throughout the
Philippines by One Mega Group Publishing Inc.
Other Strategies that are being used :
Differentiation
Supply and Distribution Leverage
10. Meg is a Niche Leader

42www.hiyasmincherubaineriblogspot.com

1. Meg’s PTM are young stylish Filipina ladies
2. They need a guide on how to be“stylish” and be practical at the same time.
3. They can choose:
 Teen magazines: Candy Magazine, Chalk Magazine
 Young Adult magazines: Cosmopolitan Magazine, Maven Magazine
1. Gap: All other brands are geared towards teen issues or mature contents.
2. Meg magazine has 1.9 Million Php market share in estimated 6 Million Php
market size.
A “Must-Have” for every young lady that
delivers the ultimate in style

6. Meg magazine is the “Young lady’s guide that delivers the ultimate in
style”
7. Price: 125 Php
8. Uses events, radio, billboards, website, social media and produces its
own reality TV series “I am Meg” on ETC Channel
9. Distributes nationwide through One Mega Group Punlishing Inc.
10. Uses niche approach to increase sales
Young women starting a career would pay
for a guide to Must-Haves and How-To’s

Meg
www.iammeg.ph
https://www.facebook.com/megmagazine
https://twitter.com/megmagazine
Candy
www.candymag.com
https://www.facebook.com/CandyMag
https://twitter.com/candymagdotcom
Chalk
https://www.facebook.com/chalkmagazine
https://twitter.com/chalkmagazine
http://chalkmagazine.tumblr.com/
Maven
https://www.facebook.com/MavenMagazine
https://twitter.com/TeamMavenPH
Cosmopolitan
http://www.cosmo.ph/
https://www.facebook.com/Cosmopolitan.ph
https://twitter.com/cosmo_ph
References
One Mega Group
http://www.onemegagroup.com/
Summit Media
http://www.summitmedia.com.ph/
2012 TNS https://www.summitmedia.com.ph/news/summit-magazines-
top-the-2012-tns-trends-newsstand-survey/
top-the-tns-trends-newsstand-survey/
top-tnstrends-newsstand-survey/
2009 TNS https://www.summitmedia.com.ph/news/summit-media-tops-
tns-newsstand-survey-2009/
ABS-CBN Publishing
http://www.abs-cbn.com/publishing/
SEC
www.sec.gov.ph
Photos courtesy of Google Images

Neri 10stepmarketing

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