A marketing plan for Travelife Magazine
Date of Publication
2011
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
Julie B. Tanada
Defense Panel Chair
Antonio Concepcion
Defense Panel Member
Susan Dar Santos
Abstract/Summary
Travelife Magazine is a publication under Tridem Asia Publishing Inc. It is a luxury travel & lifestyle magazine that aims to provide an insider guide to glamorous traveling experiences for the modern day traveler. Their current target market comprises mainly of 21-55 year old individuals from the upper class AAA, AA, A and B. However, the group deems the current market to be too wide ranged and decided to condense the age groups to 45-54 and 30- 39 year old individuals as its primary and secondary market respectively.
Travelife Magazine is a publication under Tridem Asia Publishing Inc. It is a luxury travel & lifestyle magazine that aims to provide an insider guide to glamorous traveling experiences for the modern day traveler. Their current target market comprises mainly of 21-55 year old individuals from the upper class AAA, AA, A and B. However, the group deems the current market to be too wide ranged and decided to condense the age groups to 45-54 and 30- 39 year old individuals as its primary and secondary market respectively.
One of the main concerns of Travelife Magazine is its brand awareness and current positioning in the market. Although, the brand acquired a 23% market share, it is still not as close to its direct competitors, Asian Traveler and Lifestyle Asia Travel in terms of visibility and marketable value. Therefore, the group planned out feasible strategies in hopes of increasing sales and boosting the Travelife brand into a household name. These strategies include the utilization of polls, introduction of the Travelife Privilege Card, aggressive newspaper advertisements, and the idea of expanding the brand to Cebu and Davao. Also, aside from the brand's current distribution, shelling out complimentary magazines to various outlets in luxury spas and aesthetic institutes will be deemed effective for promotional purposes.
Travelife Magazine will need a P3,579,891.00 investment in order to help them grow. The proposed strategies mentioned are designed for the company to improve brand awareness and sales performance.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022109
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Chung, A., Garcia, D., Kohchet-Chua, C., & Tan, A. (2011). A marketing plan for Travelife Magazine. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18196
