Playboy magazine was founded in 1953 by Hugh Hefner and focused on lifestyle content in addition to nude photographs. It helped launch many modeling careers and established itself as a cultural icon, though it has faced some declines in recent decades. Playboy has expanded into various business ventures including casinos, radio, television and retail stores, looking to market the brand to a modern audience. Hefner's vision is to establish Playboy as appealing to intellectual women comfortable with their sexuality.

1. PLAYBOY MAGAZINE
Group 9 :
Ade Rizal
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Ade Liana Fajrin
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Fitria Intan A.
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Rizky Januarsyah
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+ 17Business Policy
Seminar

2. Has a sexual meaning
b
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American men’s magazine
Has provided quality entertainment since December 1953
One of the world's best known brands
generally reflects a liberal editorial stance.
Worked in Chicago :
1. Esquire magazine writing
promotional copy
2. publisher’s development
corporation in sales and marketing
3. Children’s activities magazine as
circulation promotions manager
University of Illinois
psychology graduate
Hugh Hefner
Before sellers suggested name “PLAYBOY”
Seller considering name : Top
Hat, Gentleman, Sir, Satyr, Pan, and Bachelor
Rabbit Logo
Fresh animal, shy
vivacious, jumping - sexy
The Playboy girl has no lace, no underwear,
she is naked, well-washed with soap and
water, and she is happy

3. h
i
s
t
o
r
y
The magazine Was undated
Used originally marlin Monroe was
taken for a calendar rather than for
playboy
1953
playboy magazine has decline in
circulation and cultural relevance.
1966-1976
Christie Hefner, daughter of the
founder Hugh Hefner, joined Playboy
in 1975 and became head of the
company.
1988the American convenience store chain 7-
Eleven removed the magazine. The store
returned Playboy to its shelves in late
2003. 7-Eleven had also been selling
Penthouse and other similar magazines
before the ban
1986
Playboy was returned to shelves in
Republic of Ireland after a 36-year
ban, despite staunch opposition from
many women's groups
1995
2004, its 50th anniversary and runs several
annual features and ratings
2009, the magazine used five considerations:
bikini, brains, campus, sex and sports in the
development of its list
2000-2010

4. B
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n
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o
n
s
a
l
e
American religious community opposed the publication of Playboy.
America
Banned sale and distribution in most Muslim countries, except Lebanon and
turkey.
While banned in mainland China, the magazine is sold in Hong Kong.
In Japan, where genitals of models cannot be shown, a separate edition is published
under license by Shueisha.
ASIA India, china, Myanmar, Malaysia, Thailand, Singap
ore and Brunei
An Indonesian edition was launched in April
2006, but controversy started before the first
issue hit the stands.
April 12, 150 IDF members (Muslim organization)
clashed with police and stoned the editorial offices.
Indonesia

5. s
t
r
a
t
e
g
y
marketing
First life style
magazine with
entertaining
feature.
Use adult men sex
appeal as market
advantage
Try to explore the
taboo side of social
phenomena
Bring great chance
to professional
modeling in express
the style
Expanding the
chance to
penetrate foreign
country market
Optimize in
facing different
culture

6. s
t
r
a
t
e
g
y
S . W . O . T
SW
O
T
II
STABILITY
Supporting
rationalization strategy
III
RETRENCHMENT
Supporting defensive
strategy
IV
COMBINATION
Supporting
diversification strategy
I
EXPANSION
Supporting offensive
strategy
Consistency in giving most factual
and actual fresh information for
reader.
Market expansion targeting
foreign country with low interest
in sexual entertainment issue
Since it was in mass media field
Retrenchment in producing and
distributing magazine. But now
they use e-magazine to easy
access
Combine with some modeling
agency to find good model for
fresh hot playboy cove

7. Business performance
Playboy to Revive Club and
Bunnies in Vegas
6 year after it closed the last of its famed Playboy Clubs in
the U.S., Playboy Enterprises Inc. thinks it's time for a
revival of the Playboy Bunny.
Revival of the playboy Bunny. The adult-magazine publisher
expects to announce as soon as today plans to open a
playboy-themed nightclub at the Palms Casino resort in Las
Vegas.
The club will be complete with waitresses in some version
of the vintage skimpy bunny costumes. Construction has
already begun at the hotel for a new tower, the club is set
to occupy part of the top floors of the hotel
addition, which is due to open in early 2006
P l a y b o y w h i c h h a s b e e n e x p l o r i n g t h e
n i g h t c l u b m a r k e t i n r e c e n t m o n t h , e x p e c t t h e
v e n u e i t s c o r e c o m p a n y w i d e d e m o g r a p h i c o f

8. Business performance
Playboy Radio on
SIRIUS
Playboy Radio on SIRIUS features a full range of live programming
that leverages the company's vast array of assets including
personalities and elements from Playboy magazine, Playboy.com and
Playboy TV.
June 26, playboy radio has been burning up the airwaves and
continues to increase in popularity as more the one million
subscribers have opted to tune in to the station
Playboy radio choose SIRIUS for its home on satellite
radio, because they believed they could bring listeners break-
through programming they had never heard before
Information is available at
http://www.playboyradio.com
by calling 866-527-8633
P l a y b o y e n t e r p r i s e s ,i n c . i s b r a n d -
d r i v e n , i n t e r n a t i o n a l m u l t i m e d i a
e n t e r t a i n m e n t c o m p a n y t h a t p u b l i s h e s

9. Business performance
Television
broadcasting
companies
playboy club cancun
exciting nightlife and
gaming
The new property is located in the renowned hotel zone
district of cancun, mexico.
With the opening of this striking new venue, playboy will
continue to growth successful licensing and location based
entertainment business around the world.
Playboy club cancun will be owned and operated under license by
entertenimiento de Mexico S.A. De C.V
p l a y b o y c l u b c a n c u n e x c i t i n g n i g h t l i f e a n d
g a m i n g t o o n e o f t h e w o r l d ’s m o s t p o p u l a r
t r a v e l d e s t i n a t i o n .

10. Business performance
open the first
European concept
boutique in London
Dec 19, playboy enterprises, inc announced that it will open
a freestanding playboy concept boutique on London's
popular oxford street, next spring.
Reflecting the global fashion-lifestyle brand’s retail strategy to
launch at least three stores per year over the next few
years, playboy’s up scale shopping destination will be owned and
operated under license by Global design Brands (GDB),
The playboy concept boutique in London will be the eight in the
world following store opening in :Tokyo (2002), Las Vegas (may
2005), Melbourne (September 2005), Hong Kong (January 2006),
Kuala Lumpur (July 2006), Bangkok (august 2006), and Auckland
(spring, 2007),
P l a y b o y ’s g r o w i n g r e t a i l s u c c e s s a t L o n d o n 's
p r e e m i n e n t r e t a i l e r s h a s d e m o n s t r a t e d
c o n s u m e r d e m a n d t o e x p a n d c o n f i d e n t l y t o a
f r e e s t a n d i n g p l a y b o y c o n c e p t b o u t i q u e i n

11. Business performance
Playboy TV international
and cable Deutschland sign
deal to launch playboy TV
in Germany.
Playboy TV international (PTVI) a leading provider of high-quality
adult entertainment programming and cable Deutschland Gmbh
(KDG) signed a deal to launch playboy TV September 27th
marking playboy TV’s entry into one of the largest media
markets in the world.
P l a y b o y i s a h o u s e h o l d n a m e
a n d w e l l -k n o w n b r a n d .

12. “H e f n e r s a i d h i s v i s i o n i s t o m a r k e t P l a y b o y
t o w a r d a m o d e r n a u d i e n c e t h a t i s a t t r a c t e d t o
i n t e l l e c t u a l w o m e n w h o a r e c o m f o r t a b l e w i t h
t h e i r s e x u a l i t y . A k e y p a r t o f t h i s i s f o r
H e f n e r t o e s t a b l i s h h i m s e l f a s a n i n d i v i d u a l
Future Prospect of PLayboy

13. THANKS FOR YOUR ATTENTION