commissioned by Kamahalan Publishing to study the profitability of putting up a freely circulated newspaper with revenues solely driven by advertising revenue. Visit my travel, tours and photography website at www.paparazsea.com
First assignment of marketing research
Business case: The fashion channel
(It won't be correctly displayed in slideshare because of the fonts, I'll try to fix it)
First assignment of marketing research
Business case: The fashion channel
(It won't be correctly displayed in slideshare because of the fonts, I'll try to fix it)
How to Promote and Market Your Student Newspaper or Creating a Public Relatio...Texas Wesleyan University
College student media miss an opportunity to grab more readers and more attention when they don\'t have IMC plans. This presentation helps build a basic plan to increase circulation and readership.
How Magazines Can Survive the Digital AgeJason Dojc
Newspapers are hurting and magazines may be next on the list as digital media continues to monopolize more and more of people's time.
Yet magazines do provide value in the form of interesting, in-depth content on topics I never would have thought of searching. This is the key to their survival.
This presentation is from Raconteur's invite-only event at The Ivy Club, London on February 13, 2015 to senior marketers and brand strategists on the ROI of print, emphasising the value of high quality, sector-niche, long-form print journalism.
How to Promote and Market Your Student Newspaper or Creating a Public Relatio...Texas Wesleyan University
College student media miss an opportunity to grab more readers and more attention when they don\'t have IMC plans. This presentation helps build a basic plan to increase circulation and readership.
How Magazines Can Survive the Digital AgeJason Dojc
Newspapers are hurting and magazines may be next on the list as digital media continues to monopolize more and more of people's time.
Yet magazines do provide value in the form of interesting, in-depth content on topics I never would have thought of searching. This is the key to their survival.
This presentation is from Raconteur's invite-only event at The Ivy Club, London on February 13, 2015 to senior marketers and brand strategists on the ROI of print, emphasising the value of high quality, sector-niche, long-form print journalism.
Marketing Portfolio for Ad Portal MarketingRobert Langius
Marketing Portfolio for Ad Portal Marketing: Clients included Jan Marini, Cutera, Syneron, and many others. marketing portfolio
Marketing Collateral:
Ads By Campaign Billboard Advertising
Brochures & Inserts
Counter displays
Postcards
Folded Flyers
Posters
Business Cards
Direct Mail
Newsletters
Email Marketing
Newspaper ads
Magazine Ads
Referral Cards
Appointment Cards
Brochure & Pocket Folders
Real estate has proven itself to be an assured revenue model for the media, especially the newspaper industry in particular. It has helped the industry to tackle the financial crisis many at times. Many newspapers across the globe have incorporated their own real estate platform and stayed afloat in the unworthy business scenarios.
Newspaper Display Advertising is the most common used advertising platform in the world. Every newspaper contains many ads inside them and provides useful information to the customers
Marketing plan slideshow for jintan nude in myanamar Dr. Kyi Tha Htun
It is the study of Jintan Nude to market in Myanmar. It consist of empirical study of Local Market, Consumer Behavior in Myanmar, Competitor Analysis, SWOT , Marketing Budget Developing , Financial Feasibility and Full Frame Marketing Plan Development . It was developed by Dr Kyi Tha Htun, Wai Toe Kyaw, Dr Phyo Zay Oo, Lin Thein Naing, Than Naing Oo , Dr Kyaw Hsu Thway & Nay Chi Oo for Marketing Management of MBA,UTCC,Yangon,Myanmar. Please let us know if you have any citation.
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
Marketing Challenges Seminar Oct 2, 2017 Castillejos ZambalesJun V Lao
A Quick Marketing Workshop with Blue Compass Training and Consultancy and DTI Philippines sharing Brand Stories, Workaround tools to Marketing challenges and A Real Time Fun Marketing Workshop
Korean Beauty I.myss Ph Marketing Strategy proposal 2016Jun V Lao
Korean brand I.myss wants to penetrate the Philippine cosmetic market. This was a successful presentation which needs to be shared, minus our Ideas Moving forward...just shares how we arrived at the Big Idea..A simple plan delivers engaging ideas
Presentation for hard to crack client...giving their bottle band TVC campaign a level up...Author, Jun Lao... if this helped trigger a brilliant idea, kindly visit my site www.paparazsea.com for more surprises
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Freely Circulated Newspaper Marketing Plan + Case Study
1. Prepared: August 28, 2006
EXPRESS: Marketing Plan
I. BIG IDEA: EXPRESS is the latest, most informative & most sought after FREELY Circulated Tabloid to
hit People in Transit. It empowers Advertisers Brands market their products and services to an ASSURED and
sought after 18-35 broad C target market.
II. The Challenge
• Goal: P50M Gross Annual Ad revenue per Year target
o P4,166,666 gross advertising monthly target
o P208,333 gross ad sales/day target
Roughly 50% of Inquirer Libre 2005 ad revenue of P99.7M -Based on Nielsen – rate
card basis
• 2004 Jan-Dec- Income P83.4M on rate card
• 2005 Jan-Dec- Income P99.7M on rate card
• 2006 Jan-Aug 22- Income P58.9M on rate card
• To get net figures, further remove 30% from rates
• Sales Figures:
o Gross Profit of P10,400,000 (at projected P50M target, even spread of 12 months)
o P39.6M Breakeven Point (P3.3M breakeven/month, P165,000/day)
Based on CEC projections- Monthly out
• Production- P2M
• Three (3) staff- P100,000
• Sales Commissions- at 10%- P500,000
• Distribution- 80,000
• Strategic Goals:
o To Be the Paper of Choice By the MRT/LRT Riding Public
Must be Relevant, Trendsetting & Maverick
Provides Daily Promo Coupons
o To Be the Preferred Advertising venue by the advertising players
Awareness Campaign- 1st 3 months
• Tie Up Content with Winning Media Brands
o GMA 7? QTV? Jack TV? ETC? Cinemas? 89.9TM?, Jam 88.3?, 101.1
Yes FM
• Agency/Client Presentations
Reader Feedback Surveys- Strictly monitor right after launch
III. Situation Analysis
Company Analysis: Express & KPC
• Goals: In Need of new source of revenue to arrest losses in current MST operation
• Focus: Make Express breakthrough product of KPC
• Opportunity: Create synergy with existing Manila Standard Today paper.
• Culture: Traditional
• Strengths:
1
2. o Connections/Ties with MRT/LRT Head of Operations
o Existing Printing Facilities
o Existing News Editorial Writers/Content
o Principal with Big Warchest
• Weaknessess:
o Content Management
o Dilapidated Printing facilities
o Principal stringent with investing further based on past experiences.
• Market Share: MST at 1% market share in terms of Ad revenue, 0.5% in circulation (as per AC
Nielsen 2005 data, MST at P47M vs.P7.7B tot print ad rev)
Customer Analysis
• Number: Total 22.9M monthly riders (763,000 daily riders)
o MRT- 10.7M monthly (source: www.dotcmrt3.gov.ph)
o LRT 1- 8.7M monthly (souce: www.lrta.gov.ph)
o LRT 1- 3.5M monthly (souce: www.lrta.gov.ph)
o
• Type: Students & Urban Professionals aged 16-40 Male Female
Note: More advertisers target Women
Justification: as per Nielsen, 8 out of 10 top magazines ad revenue target female market
• Value Drivers: Jobs, Shopping, Gimmick, Entertainment, Showbiz Gossip, Fashion Trends, Music,
Cellphones/Gadgets, Food, Sports
• Decision Process: Quick, Easy to shift, experimental and experiential, fickle
• Concentration of customer base for particular products
o Personal Hygiene, Groceries (Food/Beverage), Telco, Cellphones/Gadgets, Alchoholic
Beverages and Cigarettes, Fashion, Pharma, etc.
Competitor Analysis
INQUIRER LIBRE
• Market Position: No. 1
o 95% in terms of Ad revenue- P99.7M vs P3M of Pasayo
• Strengths:
o FIRST-established brand
o Anchored on strong brand- Inquirer
o Strong brand name- LIBRE
o Wide advertising acceptance
o Horoscope- Against tradition, it’s funny, appeals to MRT audience
• Weaknesses
o Distribution & Availability
o Terms of deployment (First come first serve)
• Market Shares (in terms of Ad Revenue)
o Inquirer Libre- 95%
o Pasayo- 5%
o Star Blitz- 0%
2
3. o Transit 0%
Note: Inquirer Libre is sold on its own, ‘Not’ as a combo package with Inquirer. The combo package
exclusive to Hip/Inq Magazines (Swing, MPH, Gaming Monthly, Burn)
In Summary
1. Ad Revenue (based on AC Nielsen Jan-Aug 22-06 data)
MRT Pub Ad revenue
inq libre 58,920 95.2%
pasayo
peoples plus 1,532 2.5%
news plus 1,439 2.3%
TOTAL 61,891
others not available
2. Inquirer Libre Advertising Rates
Col/Cm 231
Col Surch + 80%
Pos. Surch + 15-30%
In Detail
Front
Back Pos. Pos.
Specs B/W Full Color Surcharge Surcharge
Full Page 7x30 48,510 87,318 100,416 113,513
3/4 Page 7x23 37,191 66,943 76,984 87,026
Half Page 7x15 24,225 43,659 50,208 56,757
1/4 Page 12,127 21,829 25,103 28,378
Special Execution Rates
FALSE COVER- Your Brand is the Front Page New s
PACKAGE 1
Front False Cover (Full-Color),
Full Page Ad (Full-Color, Inside or Back)
Inside Front Cover (Black & White)*
Php 174,636.00
Value: 249,341
Savings 74,705 30%
PACKAGE 2
False Cover Full Spread (Full-Color),
Inside Front Cover (Black & White)*
Php 183,000.00
Value 262,439
Savings 79,439 30%
PACKAGE 3
Front False Cover (Full-Color)
Php 113,513.40
Value 113513
Savings 0
Collaborators
3
4. • Subsidaries, joint ventures and distributors
o MRT benefit/ Revenue (distributor)
o Tie Ups with companies to provide discounts (content joint venture)
o Tie Ups with Media brands to guarantee tri-media promotions (content joint venture)
o Opportunity to freely circulate in other areas (e.g. Malls, Paking Areas, Bus Stations, Supper
Ferry)-will increase expenses but will strengthen reason for advertisers to come in.
Climate
Macro-environmental PEST analysis
• Political and legal environment
o Right Connections Give KPC an advantage
o Better Deals, Better Merchandising Opportunities
• Economic environment
o It’s Free, How to win advertisers is the economic challenge
• Social and Cultural Env
o Gives riding public an additional choice in free information & entertainment
• Technological Env
o Precise Target Hits (by concentrating in MRT/LRT lines) & advancement from current
publication business module (Purely ad revenue based income)
SWOT Analysis
Strengths Weak ness
> Connections with Venue of Circ > Content Management
> Existing Content & Printing Facilities > Dilapidated Printing Facilities
> Principal with big financial warchest > Principal wait & see/ support issues
Opportunities Threats
> Steal 50% Ad Revenue share ist year > Strong No. 1 Position of Inq Libre
> Synnergy with MST Publication > Entrants of new players
> Tie Ups with media to ensure coverage > advertisers/Client Acceptance
IV. Market Segmentation
• Description: Two Markets: ADVERTISER & READER
• Percent of Sales: 50% Target revenue of Inquirer- P50M vs. P100M of Inq Libre (Advertiser)
• What they Want: Meaningful/Abruptive/Relevant Content/ Visible/ Better Ad Rates, Packaging &
Bonuses (Advertiser) **note-most media buyers and junior marketing managers take MRT/LRT to
work.
• How they use product: Marketing Tool/Media Venue (Advertiser) Get News, Information &
Entertainment (Reader)
• Support requirements: Must be interesting, sought after, talked about for advertisers to take a second
look at. Must have content which Inquirer Libre does not support.
• How to reach them: Tri Media Visibility, Agency Client Presentations (Advertiser) Better positioning
in MRT malls than Inq Libre (Reader)
• Price sensitivity: In terms of advertisement, better value for advertisers than Inquirer Libre despite
same circulation. (Advertiser)
4
5. V. Alternative Marketing Strategies
• Position Express as the Free Daily Jobs/Career Paper circulated in MRT, with Media Guide Inside
• Position Express as the Free Daily Gadgets Paper circulated in MRT, with Media Guide Inside
• Position Express as the Free Daily Urban Life Paper Circulated Paper., with Interactive Component.
• Position Express as the Free Daily Humor Publication circulated in MRT, with Media Guide inside.
• Position Express as the Great Mall Finds Paper, What to do once disembarking MRT.
Diverge Sections, Niche within MRT Station an opportunity.
Copy successful publications formats and adapt own style.
VI. Selected Marketing Strategy
Position ‘Express’ as a Freely Circulated Paper exclusively within MRT/LRT anchored on the content of
current broadsheet Manila Standard Today. It strength lies in its various promo coupon content and TV &
Entertainment guides inside. Our transit market will be a good selling proposition to various advertising
players.
PRODUCT (C/O JAR)
The product decisions should consider the products advantages and how they will they be leveraged. Product
decisions should include
• BRAND NAME
• POSITION
• SELLING POINT (to advertiser and reader in terms of content)
• MOCK UP (visual appeal)
PRICE- Advertising Rates
Strategy: Make Rate Card same as Inquirer Libre, but have EXPRESS/ MST Combo Packages
Lowest Cost/Col Cm threshold at P150
In case of no advertising support, prepare to give rates as low as P50 per col/cm.
5
6. EXPRESS Proposed Advertisers Rates
Col/Cm 231 Same as Libre
Col Surch + 80%
Pos. Surch + 15-30%
Cost At P231 Rate Card
Front
Back Pos. Pos.
Specs B/W Full Color Surcharge Surcharge
Full Page 7x30 48,510 87,318 100,416 113,513
3/4 Page 7x23 37,191 66,943 76,984 87,026
Half Page 7x15 24,255 43,659 50,208 56,757
1/4 Page 3.5 x 15 12,128 21,829 25,103 28,378
We Go as Low as P150 col/cm for extra discriminating and eccentric clients
35% off Rate Card
Cost At P150 col/cm
Front
Back Pos. Pos.
Specs B/W Full Color Surcharge Surcharge
Full Page 7x30 31,500 56,700 65,205 73,710
3/4 Page 7x23 24,150 66,943 76,984 87,026
Half Page 7x15 15,750 43,659 50,208 56,757
1/4 Page 3.5 x 15 7,875 21,829 25,103 28,378
X-Deals/Barter 100% rate card
Long Term Packaqes= Availment of Combo
Package A: P500,000 ads in Express entitles you to Four Free Ear Ads (2x5)
or Two (2) Press Releases in MST
Breakdown Sample
500,000 Express Value Paying
6 Full Page Ads 500,000 yes
MST
4 Ear Ads 8,360 free
OR
2 Press Releases free
Package B: P500,000 ads in MST entitles you to Free Ear Ads in Express
Breakdown Sample
500,000 MST Value Paying
3 FPFC Ads 500,000 yes
Express
4 Ear Ads 8,360 free
Plus free 4 releases in MST
Package C- FALSE COVER, Pattern out with Inquirer Libre
PACKAGE 1
Front False Cover (Full-Color),
Full Page Ad (Full-Color, Inside or Back)
Inside Front Cover (Black & White)*
Php 174,636.00
Value: 223,146
Savings 48,510 22%
PACKAGE 3
Front False Cover Only (Full-Color)
Php 113,513.40
Value 113513
Savings 0
6
7. DISTRIBUTION (Place)
Select stations with high traffic, relevant purchase points
• MRT Edsa North Edsa, Cubao, Ortigas, Makati Stations
• LRT 1: Edsa, Monumento
• MRT 2: Cubao, Katipunan
Instead of FREE in the morning Inquirer Libre strategy in location, paying customers from 10am-4pm get
copies of Express, OR Strictly deploy 8AM, time when office workers (think advertisers, marketing
professionals take MRT/LRT) still free but managed circulation. Big concern of advertisers.
PROMOTION
• MEDIA TIE UPS TO GAIN PUBLICITY (TV, RC, MAGAZINES)
• Lots of Posters, Streamers within MRT
o Theres more reason to ride the MRT- Express
• House Ads Within Manila Standard Today Paper & Website
• Devote standard 1.5 pages to media partners (worth approximately P150k to P200k daily in media
barter deals/ roughly P2M a month)
Express needs to be more pro-active in promotions to create atmosphere of being bigger and better or strong
alternative to Inquirer Libre
VII. Expenditures VS. Revenue Projections
Expenditure Summary 2007 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cost (000') What
1. Production
paper, prod, salaries,
50,000 copies daily, 36300 commissions, etc. 3,300 3,300 3,300 3,300 3,300 3,300 3,300 3,300 3,300 3,300 3,300
in line with repairs of printing
2. Promotions
MST (print & web) + TV partner + RC Partner + Magazine Partner + Posters/Streamers in MRT/LRT
Barter Airtime/Space within Express & Manila Standard Today
45 TV material 45
25 Radio material 25
0 mags (c/o Byron) 0
500 Posters 500 500
3. Client Agency Presentations
150 Tokens/Dine Out 50 10 10 10 10 10 10 10 10 10 10
TOTAL Investment 37,020
Sales Projection 2007 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Optimistic Projection
Pre-Sell start Nov 2006 REV (000')
38500 1500 2000 3000 4000 4000 4000 4000 4000 4000 4000 4000
No. of FPFC Ads Monthly (used P63k, at P150 cost/colcm) 24 32 48 63 63 63 63 63 63 63 63
No of FPFC Ads Daily/ 20 days 1.2 1.6 2.4 3.2 3.2 3.2 3.2 3.2 3.2 3.2 3.2
*Media Ex-Deals not included in sales
P0.9M Profit 980 (2,420) (1,310) (310) 690 690 190 690 690 690 690 690
Realistic Projection
Pre-Sell start Nov 2006 REV (000')
31500 1000 1500 2000 3000 3000 3500 4000 4000 3500 3000 3000
No. of FPFC Ads Monthly 16 24 32 48 48 56 63 63 56 48 48
No of FPFC Ads Daily/ 20 days 0.8 1.2 1.6 2.4 2.4 2.8 3.2 3.2 2.8 2.4 2.4
*Media Ex-Deals not included in sales
P6.02M LOSS (6,020) (2,920) (1,810) (1,310) (310) (310) (310) 690 690 190 (310) (310)
7
8. VIII. Conclusion
In Principle, The Express effort is a winner from all angles. The greatest challenge though is since Advertising
will be the only source of revenue from this effort, the strategy and content must be in line with what clients
& advertisers expect. Aside from this, we have to contend with the fact that there already exists a strong brand
which has been successfully operating for three years. ( If you were to buy Bottled Green Iced Tea, which will
you choose C2of URC or One of Zesto?) Our content must truly be groundbreaking to be talked about by the
transit market (15-40 Broad C Male/Female) which will translate to winning advertisers share of monies. The
trick in succeeding to position Express as the Free tabloid with Substance and relevance, not just another 12
page freely circulated tabloid to hit the MRT/LRT.
Marketing will play a vital role in Express success since it will do all tie ups to ensure ‘Express’ is properly
promoted on select TV and Radio stations. Media Presence will give Express a slight advantage over Libre.
(Ma Mon Luk and Tankationg (Jollibee) used to be very good friends. Tankationg invested a lot in
advertising while Ma Mon Luk maintained his day top day operations, scoffed at advertising and its’ great
products which sell, not expensive advertising. After 20 years, the disparity is clearly evident that advertising
has been a big catalyst in Jollibee’s success. )
With the given projected operating expense of P3.3 million a month by Finance, Marketing has set Ad Sales
Targets P4 million a month, roughly half of Inquirer Libre’s P8M monthly ad revenue.
An optimistic projection shows that if all variables go according to plan, KPC stands to earn an additional
P900,000 a year.
Another projection shows that with our present handicap and combined with other intangibles (aptitude of
sales teams and existing support staff), KPC might stand to loose more or less P6M annually.
Bottomline, Inquirer Libre has shown that being a freely circulated paper can earn around P100M a year and
all things considered, a very good indication that Express as a business venture will succeed.
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Additional Info: Revenue of Advertisers per listed publication titles
Source: Nielsen Ad Quest:
Note: 2006 Jan-Aug 22 data only
Report Heading 2
Jan-Aug 22,
Currency P000's 2006
Share
06
Grand Y2003 Y2004 Y2005 Y2006 *
ran Total Total Total Total Total
k
PHIL. DAILY
1 INQUIRER 9,370,230 2,399,800 2,711,405 2,701,203 1,557,822 33%
2 PHILIPPINE STAR 8,104,662 2,005,075 2,320,443 2,385,627 1,393,517 30%
3 MANILA BULLETIN 4,791,773 1,210,864 1,355,430 1,378,850 846,630 18%
4 BUSINESS WORLD 694,975 133,353 189,823 228,454 143,345 3%
PEOPLE'S
5 JOURNAL 580,030 154,277 179,415 161,282 85,056 2%
6 SUNSTAR CEBU 67,476 0 0 0 67,476 1%
7 INQUIRER LIBRE 242,088 0 83,422 99,745 58,920 1%
PILIPINO STAR
8 NGAYON 181,756 0 53,352 71,040 57,363 1%
8