V56 10 Step Marketing Plan for Business World

10 STEP Marketing Plan for Alexander Go March 2012

Disclaimer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business As Usual for BW ,[object Object],[object Object],[object Object],[object Object],[object Object]

BW Creating, Communicating & Delivering Value ,[object Object],[object Object],[object Object],[object Object],[object Object]

BW is for Entrepreneurs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PTM has a need to belong Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I want to know what’s happening around me.

PTM’s Needs, Wants and Demands ,[object Object],[object Object],[object Object]

Direct and indirect products that address my PTM’s NWD ,[object Object],[object Object],[object Object]

BW is the first to position as a business newspaper in the PHL PS MB PDI DT MST BW BM M Less topics More topics High Price Low Price

Benefits of the newspaper are relative to its content Features BW PDI PS MB News Comments/Opinion World/ Foreign Business/ Biz Related Classified Ads Obituary Entertainment Arts/Lifestyle/ Sports Motoring Schools Technology Others

BW serves a niche market of entrepreneurs, business and industry leaders ,[object Object],[object Object],[object Object],[object Object]

Based on PDI data, the total daily market is PhP12.6M ,[object Object],[object Object],[object Object],[object Object]

BW mentioned it has 65,000 daily circulation. No market share claim ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer data would put broadsheet market at PhP16.2M ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Newspaper daily market is worth 12.6 million ,[object Object],[object Object],[object Object]

BW Product Differentiation ,[object Object],[object Object],[object Object],[object Object]

BW price range from PhP 15- 25. BW has the highest price @ PhP 25 38 % Higher than regular newspapers

BW applies a perceived-value pricing ,[object Object],[object Object],[object Object],[object Object]

BW is has national and foreign circulation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

They hold forum series with various topics related to business

Active as a media sponsor/partner

BW chooses events that value business excellence

Present in major social networking sites (FB, Twitter & Youtube)

BW also launched a TVC years back http://www.youtube.com/watch?v=RWCsMOKx89A&feature=related

TVC of competitors http://www.youtube.com/watch?v=xx8WkdKuWOc&feature=related http://www.youtube.com/watch?v=cy4SuF5EGus&feature=related

More TVCs http://www.youtube.com/watch?v=ZZ6DHvNBMI4&feature=related http://www.youtube.com/watch?v=8jwt26UxbKM&feature=related

BW serves the niche market of entrepreneurs, business & industry leaders ,[object Object]

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Grading ,[object Object],[object Object],[object Object],[object Object]

V56 10 Step Marketing Plan for Business World

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