A marketing plan for MYX Magazine

Date of Publication

2010

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

Jaime S. Ong

Defense Panel Chair

Benjamin Encarnacion

Defense Panel Member

Luz Suplico-Jeong

Abstract/Summary

ABS-CBN Publishing (now Cable Channel and Print Media Group, or CCPMG) is the publisher of Myx Magazine. The researchers have been tasked to formulate strategies that would drive up both circulation and advertising revenues for the magazine. With the assumption that greater numbers in circulation is more inviting to advertisers, the steps taken in this marketing plan would use consumer analysis as a basis and have direct effect on circulation primarily.

Research information was obtained through different means. Primary research tools included Focus Group Discussions, UAI (Usage, Attitude, Image) consumer surveys and interviews with industry specialists. Secondary research tools include books, scholarly journals, websites and dissertations.

The greatest internal strength of Myx Magazine lies in its strong market presence, which is due in large measure to its synergy or ability to access other magazine brands and platforms of the ABS-CBN Cable Channels and Print Media group.

The proposed strategies include adding lifestyle editorial content, establishing an own website for Myx Magazine and integrating user-generated content in the magazine. Implementation of these strategies will make use of the synergy efforts of various magazine and cable network brands available to only a giant company like ABS-CBN. Non- traditional advertising, sales promotions and public relations programs will ensure that at any opportunity available, sales volume, trialship, and brand loyalty will be increased. The plan will prove financially beneficial to Myx Magazine after a span of two years.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022078

Shelf Location

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

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