A marketing plan for People Asia Magazine

• Main Authors: Bonus, Maribel Ann M., Reyes, Pia Farah C., Tan, Grace Aileen U.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17657
• Institution: De La Salle University

Since PEOPLE Asia Magazine is a relatively new addition to the magazine industry, it has not gained a strong brand image and awareness yet. For this reason, the group proposed to launch the PAM Campaign to develop brand awareness among its target market and encourage not only subscription sales but also retails sales. The whole campaign also aims to build a whole new of branding for PEOPLE Asia Magazine so as not to let people associate it from its foreign counterpart, PEOPLE Weekly and therefore enable it to have an image of its own. Since Stargate Media Corporation incurred loss during its first year if operation, the strategies recommended were geared towards increasing its advertising revenues by 30% to be able to subsidize the costs of producing the magazines in the upcoming years. Integrated marketing communications approach was used to achieve the purpose of increasing brand awareness by 70% as well as the magazine retail sales by 52.72% and to increase subscription sales by 30%. An investment of Php3,322,620 was necessary to be able to implement the recommended strategies especially the non-traditional advertisements such as PAM in Waiting and PAM Onboard among others, which the group hopes will be able to catch the consumer's attention and modify the consumer buying behavior towards magazines. The study hopes to build a positive for the company an help them be recognized as one of the competent players in the industry by achieving the said objectives through the implementation of the non-traditional advertising and use of integrated marketing communication approach recommended in this marketing plan.