Yalla seha marketing plan

Yalla Seha Magazine
Marketing Plan
 Content
o Literature Review
- Magazine industry overview
- Highest Magazine distribution Globllay
- About Yalla Saha Magazine
o Company mission
o Company vision
o Market Size
o Environmental Analysis
- Macro-Environmental Analysis
- Micro-Environmental Analysis
o SWOT
- Strengths
- Weaknesses
- Opportunities
- Threats
o Marketing Objectives(7PS OF Media)
- Product Elements:
- Place and time:
- Price:
- Promotion and education:

- Process
- People
- Productivity and quality
o Positioning Strategy
- Value proposition
- More for more
- More for the same
- The same for Less
o Positioning Map
o Positioning Statement
o Positioning Analysis
- Market Analysis
- Internal Analysis
- Competitor Analysis
o Key Advertising Personnel
- Creative Director
o Creative Writers
- Account Executive
- Account Planner
- Traffic Manager
o Media Buyers
o Media Planners
o Advertising Campaign Management
- Advertising Research
- Advertising Objective
- Advertising Budget
- Selecting Media outlet
- Creative Brief

o Literature Review
- Magazine industry overview
Peopleawareness, thoughts and knowledge have witnessed remarkable
changes and transformations along the years by approaching new creative
tools of communication, Print media is an influential tool for all societies
especially undeveloped societies to facilitate public enrollment in
development activities, rising social, and health-care and life style practices
in form of articles, information’s and previous experiences that could be
discussed either in magazine newspaper or any type of media. Print and
electronic media takes an important role in enhancing public engagement.
On the other Hand, today differentadvanced and complicated
technologies are using by the print media in both developed and
undeveloped countries although they are facing a massive competition
among the huge presenceof different media platforms, despite the rapid
changes that has occurredprint media messages as a traditional media still
performing its role effectively in enlightening and enriching people
behavior and quality of life.
Print media industry begins with newspaper five centuries ago in Europe.
When merchants distributed written newsletters written by hand included
information about weather, economic conditions, wars and interesting
stories.
- Highest Magazine distribution Globllay

However this was the firstway of written information in European
countries, the first country created a newspaper is Germany. Then First real
newspaper published in English was the “London Gazette”, Publishedfour
years later in 1666. Fourteenyears later, U.S John Campbell, ‘Postmaster of
Boston’issuedfirstweekly newsletter in April 17 To April 24 1704 with only
one advertisement, and it continued issuing and was replaced and
appointed by William-Brooker, Since Campbell refused the use of "News-
Letter" name to anyone else so Brooker called his newspaper the
"BostonGazette”. Whilstthere had been so scarcenewspapers in Europe,
America and many other nations because of many reasons; large amount
illiteracy, paper was expensive and hard to get, that printing process was
long and demands high labor besides lack of printing quality and process
in such era was very primitive.
NeverthelessToday’s situation is completely different due to rapid changes
in the nature of the industry globally due to the technological
advancement, as reaching news and information became more easier and
boom in wide range of different print and electronic media.
In late 90s’ Electronic news started, that has explored thousands of the
world newspapers and magazines are available now on the internet. Hence
there still wide-range of different types of magazines (Business, Arts,
Cultural, sports, Scientific, Healthcare and life-Style…etc.).That still plays
an important role even with the existence of aggressivecompetition from
various electronic media.
AARP Bulletin is the fourth world-wide spread magazine of 23,574,328
printed copies produced by American association of Retired persons.
Vision Statement:
To be the leading healthcare and lifestyle destination in the Arab World.

Mission Statement:
We are committed to take the lead to motivate our audience in the Arab
world to challenge their status quo and push their boundaries to live a
happy healthy life. Using latest intelligence throughout our unique
multichannel platform and carefully selected content mix crafted by our
talented team.
- About Yalla Saha Magazine
Our CaseStudy will be focusing on magazine industry on real existing
healthcare and lifestyle magazine “Yala-Seha”, will discuss its marketing
problems and how to implement comprehensivemarketing plan that
would effectively influence our readers as the main engine of achieving
high distribution capacity and gaining more advertisers.
Yalla Seha Magazine was first published on May 2012, it’s a healthcare and
lifestyle magazine that discusses all health and lifestyle related issues. Our
precisely chosen topics and articles encompass most issues that affect one’s
daily life and introduce solutions, tips and guidelines from authorized,
reliable information resources to give our readers a useful and
entertaining reading experience.
Yalla Seha introduces a new definition of health including physical,
mental, psychological, social, environmental, and even marital well-being
under the supervision of our highly qualified and authorized board of
editors.
However, it is distributed for free as anyone can benefit from our effective
efficient information we serve.
Yalla Seha: Distribution channels (cafes, restaurants, clinics…).
Magazine Sections:
o Community Section:
- What’s New in the Medical Field?
- Health Prescription

- Doctor’s Call
- Women Beauty and Wellness
- Mother and Children
- Mental Health
- Marital Health and Sexology
- Weight and Fitness
- Alternative Medicine
- Pets Health and Fashion
- Fun box.
o Professionals Section:
- Medical Events and Calendar
- Latest Medical News
- Patient counseling
- Physician’s articles
- Health Directory
o Market Size
According to “Egyptian journalism supreme council’there is;
o 500 printed newspaper and magazines Private and public in Egypt
o Environmental Analysis
Many environmental forces are affecting our magazine market including
Micro and Macro factors;
 Micro-environmentalforces:

o Company: (Internal Departments)
- Company financing department:is providing the magazine with
all the resources needed for its production and publishing
starting from hiring a dedicated team
- (Editors, designers, production specialist and sales team) and
offering the starting capital needed to finance it.
- Company top management is playing the role of the regulator
setting magazine guidelines regarding what type of material
could be published and what is not allowed. Company
management is always monitoring content.
- Design and branding department is working as the producer of
the magazine designing the layout and themes of each issue
playing a main role in magazine creation.
- Marketing department is working on both how to grab readers
attention through a well-designed product having a high level of
recognition and spread within the targeted segment in order to
use this audience later as a competitive edge to sell
advertisements pages in the magazine which will be the main
source of income.
o Suppliers for our magazines our divided into several categories;
- The freelancer writers and editors:like the physicians who
provide us with medical articles and information to be published
in each issue according to its theme.
- As well as nutrition, fitness specialists:who we refer to in many
cases to get reliable materials for our readers. We are dealing
with this party as our partners as their success and well prepared
articles is a major factor in the whole magazine success. So we are
always working on finding the best participants and making sure

to release their work in the best form with relevant designs and
concepts.
- The other kind of suppliers is the print house:we deal with for
magazine printing, before we chose a fixed print house we
checked all the specialized print houses in magazine printing and
reviewed their samples and work in the market in order to
provide our readers and customers with a high quality printed
copies.
- Channels and Distribution, our distribution channels:areplaces
where our target audiences frequently visit like cafes, restaurant,
gyms, doctor’s clinics, pharmacies, healthcare and cosmetic
centers, libraries, bookshops, malls and universities. Our
distribution channels are our advertisers as well as they can find
the audience they are looking for in all other outlets
o Customers: Two types
o The first one is our readers who are the end users of the
magazine and are our target audience who are a selected segment:
1. Ranging from twenties to fifties (which is a large segment
that should be reviewed later),
2. Males and females from A+ and A class.
3. Well educated interested in a healthy lifestyle.
o The second types of customers
who are the advertisers, who are publishing their ads in our
magazine and in a later phase of magazine planning strategy should
be the main sourceof funding as the magazine is distributed for free
and should get its income from the ads published in each issue that
should be covering its expenses and making profit as well.
o Third type of customer
- International Customers:

- As we are planning to extend our market looking forward for
international customers from KSA and the Gulf area where their
government have their own regulations and laws for published
materials which should be taken in consideration in order to get
publishing licenses and permissions. The proportion of ads in each
issue and type of articles as this is well known that they are more
closed and conservativecountries than Egypt.
o Competitors
- Our main competitors in the same category (Healthcare and
lifestyle) are very week and they are not providing a high quality
competitive product for the readers.
- The main competition: that we are facing is magazines in society and
sector that are targeting the same segment that we are targeting and
also have a very strong relation with advertisers;
- Another kind of completion: we are dealing with is the online and
social mediaplatform which is attracting a huge part of readers and
therefore advertisers, this is why we are working on;
- Online version for our magazine as well as a YouTube channel,
mobile application and other online pages.
o Publics
- The government publishing approvals and regulations should be
followed like having an editor in chief that must be registered in
journalist syndicate. And all materials published should be relevant
to the type of magazines stated in the license which means that we
cannot publish any political, religious or any other type of topics
which are not related to healthcare and lifestyle subjects.
 Macro-environmentalforces

They are a lot and affecting magazine planning. Magazines as any printed
platform is facing major danger recently due to online and digital shift,
o Demographics breakdown of target market:
We selected our target audience with specific demographics,
- Age: 20- 35
- Gender: Male & Female
- Education: highly educated
- Income: Medium and High
- Lifestyle: Athletics, interested in healthy lifestyle, gym members
- Location: Classy neighborhood:
 CAIRO:
 Maadi
 Zamalek
 New Cairo
 Heliopolis
 Alexandria:
 Kafr Abdo
 Roushdy
 San Stefano
 Loran
o Economic forces: Tocope with change in youth hanging out habits
and quality of life focus and orientation, we are providing our
readers with the type of magazines giving them relevant info to
get for this lifestyle.
o Natural forces
- Sponsoring more events calling for a clean and clear environment.
- Recollecting copies for recycling. (Example: dealing with TBS to
provide them with paper as they use recycledmaterials for their
packaging, in return they will a channel for free distribution)
o Technological Forces:

- An online version should be published
- Website(including fitness videos and physicians tips)
- Mobile application upgrade
- Creating comprehensive social media plan (Fb, twitter, Instagram)
- Digital outdoor screen nearby gyms and healthcare centers showing
healthy tips.
o Political Forces: Working within the frame of publishing rules and
regulations all content are related to lifestyle and healthcare sector.
o Cultural Forces
- Educating customers about health hazards due to bad habits and how
to avoid
- Nutrition, fitness, Psychological tips
- Providing psychological knowledge and answering readers
messages(in Egyptian society people with psychological problems are
not willing to get help from specialists)
oSWOT
SWOT Analysis:
o Strengths
- Distinguished Product
o Weaknesses
- Higher ads prices in

(design and themes) and
printing quality
- Higher Printed copies
quantity than competitors
- Covering different sectors
 No. 1 in healthcare
magazines market
 No. 2 in lifestyle magazines
comparison with
competitors.
- Medium size is not preferred
by all clients.
- High printing cost.
- Loss of focus (wide target
audience)
- Absence from the market
since October 2013
o Opportunities
- Absence of strong
competitor in Alexandria
market.
- It’s a medium market size
which allows us to build a
strong reputation in a short
period and transfer it to
Cairo market when it is well
established.
- Presence of large market size
of gyms and health-care
centers that they would be
our audiences and
advertisers
o Threats
- Economic crisis and
recessionfaced by all clients
- Advertisers shiftto online
platforms like social media
and mobile applications with
lower cost and higher reach
Service Marketing Mix (7Ps):
o Product Elements:

- Healthcare and lifestyle magazine providing target readers with all
health, fitness and wellbeing news and tips,
- Appealing well-crafted young and cheerful designs and colorful
layouts inspiring its readers and encouraging them to follow a
healthy lifestyle.
o Place and time:
- “We want to reach readers where they work, travel, shop, and dine.”
- The magazine is distributed in all places where our target customer
may go and have a time to check an entertaining yet informative
piece of information.
- We chose high traffic cafes, restaurants and gyms where target
audience hangout, clinics, healthcare centers waiting areas.
- Some copies are directly sent to VIPs through a distribution agency
following our geographic segment (High class neighborhood A+ and
A).
- It is a bimonthly magazine, giving advertisers a suitable time range
to be present in each issue and this time frame is also giving the
magazine the chance to cover most of the health related events all
over the year, with special issues release for special occasions.
o Price:
- Copies are distributed for free.
- Advertising is following a relatively high rate card in order to keep
our ads relevant to target readers.
- To get more advertisers we will be including a large variety of ads
sizes and types starting from editorials to full pages advertisements.
o Promotion and education:
- An outdoor campaign will be released before issue release to get
readers attentions about the magazine re-launch.

- In alignment with an online campaign on all social media magazine
pages in addition to paid ads campaign and promoted posts.
- Sponsorship participation in fitness events like Cross Fit, Tedx and
others.
- Free ads were offeredfor non- profit organization in Ramadan issues
as a CSR act.
- A highly specialized sales team is hired for ads sales.
o Process:
- Design, production, printing and distribution
- We will stick to the premium high quality visuals and printing
materials matching with selected target.
o People:
- Editors, Designers, sales and marketing team)
- All team members’ opinions and point of views are highly taken in
consideration in order to achieve a high quality product.
o Productivity and quality:(Number of issues)
- Issue publishing consistency in timing and content,
- Designs and printing quality is a must.
o Marketing Objectives:
- We hope to increase our awareness by 20% in the first quarter 2016.
By implementing an intensive adverting campaign.
- We hope to cover our production cost and increase our revenue
stream by 15% by targeting an increase brand recognition
Positioning Strategy:
Market Segmentation and target market selection:
Demographic breakdown of target market:
1-Readship market
We selected our target audience with specific demographics,

Age: 20- 35
Gender: Male & Female
Education: highly educated
Income: Medium and High
Lifestyle: Athletics, interested in healthy lifestyle, gym members
Technology: Our readers are these people who love to get newest
technology as soon as it is available.
Location: Classy neighborhood in Cairo and Alex:
Cairo:
- Maadi
- Zamalek
- New Cairo
- Heliopolis
Alex:
- Kafr Abdo
- Roushdy
- San Stefano
- Loran
2-Advertisement market
Convenience: - Local businesses offering services and products in same
areas or nearby magazine distribution areas.
Filmography: - Businesses providing relevant products and services to
healthcare and lifestyle market (gyms, hospitals, healthy food restaurants,
cosmetic centers…)
Medium to large size business
Behavior: - Quality and price sensitive businesses
Needs: Reaching their target market audience through different appealing
channels.

Value Proposition
Yalla Seha will focus on rebranding itself as a youth healthcare and
lifestyle magazine.
Helping our community become a healthier place to live in.
Focusing on three major issues:
1- Providing readers with relevant, trustworthy, effective information
2- Making content layout and printing quality and convenient prices and
availability a consistent mix
3- Using vigorous advertising campaign to announce its re-launch
strongly
Positioning strategy
Readers:
Yalla Seha is positioned as a high service
less expensive (distributed for free).
Advertisers:
Yalla Seha’s advertising rate is relatively high in comparison to its
competitors
Positioning Statement: (Bringing Up a Healthier Community)
Emphasizing on the importance of the wellbeing of people when
they are healthy they are happy. They will feel physically,
emotionally, and mentally balanced which gives them the ability to
work harder, concentrate better and give that happiness back into
their homes, workplaces, and community. Simply we will provide our
readers with all they need to Bring Up a Healthier Community.
o Positioning Analysis:
 Market Analysis
- Market Size:
We realize that we are not the only one in the market.

Around 7 health care and lifestyle magazines are present in the
market.
But still their presence and effect is limited and localized.
We have to work on target awareness and a larger circulation.
- Composition
Our targeted segment is approached by different types of magazines
(fashion, social, art, sports). We have to find our place in our target
readers’ minds through attractive topics, exciting artwork.
- Location
Lifestyleand healthcare magazines are usually distributed where
class A and B hangout, including cafes, restaurants, clinics and gyms
in Cairo and Alexandria classy neighborhoods
- Trends
We have noticed that beside their own wellness our target audience
is highly interested of the wellbeing of the whole community not
only their segment (thyself, family and friends) they highly
appreciate ecofriendly organizations, CSR acts, so we decided to
dedicate a fixed section for community wellbeing as well as free ads
for non-profit organizations to promote their activities related to
health and quality of life.
 Internal Analysis
- Resources
Designs and artwork will be accomplished in house by advertising
department.
Content will be gathered from physicians and specialists in each
topic.
Printing cost will be financed by mother company till revenues
exceed breakeven point.
- Reputation
Our main problem here is the inconsistency as magazine has been
published intermittently which is very confusing to our readers they

always have the question is it still going?”
- Constraints
We will be facing a strong opposition frominside specially finance
department to relaunch the magazine, as previous experience wasn’t
as profitable as they expected.
- Values
Our main concern is to present a trustworthy source of information.
 Competitor Analysis
- Strengths
Our competitors have two main strength points;
First: They have strong relations with advertisers (business partners,
friends, family)
Second: Issues are released consistently with no stops or lag time
between each issue and the next one.
- Weakness
Magazine layout and artwork are of very poor quality, content is
usually copied from websites no original pieces.
- Current Positioning
Our main competitor is more like a social than a healthcare
magazine, covering social events in a stylish manner.
Advertising organizational Chart:
o Creative Director:
Creating campaign main theme and direction
o Creative Writers
Preparing slogans and taglines as well as promotion materials
content, making brand speak same language as its target audience.
o Account Executive
Working as a link between studio and brand manager making sure
that advertising materials are conveying the required messages.
o Traffic Manager

- Making sure that all delivering are
following campaign timeline
Advertising Campaign Management:
o Advertising Research
Our competitors’ advertising depends
mainly on social media pages
interacting with their target audience,
providing content similar to that used in
offline copies.
So our main target is to be actively present on social media as well as
a physical presence in form of posters, roll-up, stands in magazine
outlets and distribution channels.
o Advertising Objective
Yalla Seha is still in the introduction phase according to magazines
life cycle
So our main objective is Awareness
And placing Yalla Seha in target audience mind set as the person
who cares about community wellbeing
o Advertising Budget
Outlet Amount/issue
Social Media 100USD (around 800EGP)
Outdoors Using company owned outdoors
just 2 weeks before issue release
Printing Materials 10,000 EGP
Hiring celebrity 5000- 10000 EGP

o Selecting Media outlet
- Social Media is our main outlet as it is the main channel for our
target audience to get needed information news and all types of
search.
- In addition to outdoors in selected areas.
- Printing materials: posters, roll-up, stands in magazine outlets and
distribution channels.
- Sponsoring fitness, health conventions, events.
o Creative Brief
- Readers Market
Marketing Strategy Cognitive
Overall Marketing
Objective
Awareness
Communication Objective Making people aware of the presence of
Yalla Seha magazine in a new shape.
Product Description Printed and online magazine specialized in
Youth healthcare and lifestyle
Target Audience We selected our target audience with
specific demographics,
o Age: 20- 35
o Gender: Male & Female
o Education: highly educated
o Income: Medium and High
o Lifestyle: Athletics, interested in
healthy lifestyle, gym members
o Technology: Our readers are these
people who love to get newest
technology as soon as it is
available.

o Location: Classy neighborhood in
Cairo and Alex
Overall Marketing
Objective
Awareness
Message Theme Young –Vibrant- healthy
Appeal Emotions
Executional framework Slice of life
Support Holding company is a strong member of
healthcare sector (hospitals, healthcare
centers, medical resort)
Value Proposition We are an informational entertaining
medium (offline & online) providing our
target audience with information, ideas in a
young flow-less way keeping them updated
with all healthy and lifestyle news.
Benefits Guiding readers to a healthy life and the
overall community
Brand Personality Young, Healthy, Active, Excited, Giver
Choosing a celebrity having same
personality for cover design and advertising
materials (brand ambassador)
Constraints Our absence for more than one year
B2B advertising materials:
Advertising Strategy Conative
Frame work Informative
Appeal Rational
Target segment o Companies offering products

to same target customer we
are seeking (Uniliver, Nike,
Neslte and others)
o Health-care and medical
brands
o Sports brands
o Sport centers
o TV programs that my state a
certain topic written by our
magazine as an indirect
advertisement.
o On the other hand the B2B
business is not only about
the customers seeking to
advertise but also with places
where we need to distribute
our magazine such as; cafes,
Gyms, health care and
beauty centers. Besides
targeting any event related
to our target customers we
must be there supplying our
magazine.
Brand Personality Achiever-Strong presence
Personal Value Job Security- personal
accomplishment
Support Large circulation equal to large
reach
Credible editors, Attractive famous

names
Constraints Our absence from the market for
more than one year.
Economic crisis
E-Active Marketing:
Social media outlet must be used intensely;
- Activating Yalla Seha page on Facebook with interactive #hash
tags.
- Opening live conversations with readers about updated topics on
Facebook and Twitter each according to each visitors’ prime time
and fixing these schedule so readers can easily catch-up.
- Creating an account on Instagram, posting healthy videos and tips
using info-graphic tools.
- Announcing contests with creative prizes.
- Receiving customers ideas and requests through our all electronic
channels.
Recommendations:
After all analysis and search conducted on Yalla Seha situation, market
and competitors, our findings and results lead us the recommendations
presented below;
1- “Focus” is a main key for success, it would be more efficient to targeting
a niche audience with high conversionrate than a large segment with
very few loyal and active customers.
2- “Consistency” Yalla Seha Magazine must be delivered periodically to
our reader in a uniform format.
3- “Multiplatform” Yalla Seha digital magazine publishing should be
activated.
4- “Social Media” Depend on social media as an advertising interactive

outlet will make a huge difference in readers’ engagement.
Conclusion:
All we need for Yalla Seha to become a success is a stronger connection
with its readers and customers. So we have built our plan to reach this goal
effectively, putting our readers first and at the center of everything we do.
Our sole purpose is to bring up healthy community.
As Jonathan Newhouse Condé Nast International chairman said: "if you
love your readers, they will love you"– or, if you make your print brands
better, the revenue will come.

Yalla seha marketing plan

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