A proposed marketing plan for Mega Magazine and Publications, Inc.

Date of Publication

1994

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Amelia Sanchez

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Lito Carino

Abstract/Summary

With the entry of many local publications in the magazine industry today, MEGA Magazines and Publications, Inc. must strive to establish its position as the foremost local fashion and lifestyle magazine in the country. To accomplish this, brand awareness must be increased primarily in the Metro Manila area and secondarily in key cities located in Central Luzon, Southern Tagalog, and Central Visayas.

Given the nature of the product and the limited financial resources of MEGA Magazine, non-traditional advertisements, radio and promotional activities targeting MEGA Magazines target market will be the strategies and programs through which these goals will be attained.

To maintain its classy image and to make sure that the people buying the product are those found in its target market, an increase of approximately 2-% - 30% is recommended for the cover price. A new tag line which will embody the intelligent and tasteful Filipino woman is also proposed, “Style is a way of life”.

To improve the efficiency of the distribution of the magazine, a long-term investment must be made on a vehicle reserved strictly for circulations use. Furthermore, the areas where the magazine is distributed to must be divided into territories for management purposes. In light of these, net income is expected to reach P 4,211,781.

The overall cost of implementing the marketing plan is P 337,190. Included here are the costs to evaluate the performance of the marketing plan though a study to be conducted by UNISEARCH to test the level of awareness of MEGA Magazine among the target market, its readership levels, and its in-home presence. Studies may also be done by the company itself through surveys and telephone interviews.

Monitoring and evaluation will also be done by the various departments in MEGA Magazines and Publications, Inc. to ensure the correct implementation and evaluation of the marketing plan.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16668

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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