A marketing plan for MYX Magazine

• Main Authors: Garcia, Johann Alfonso, Lipio, Catherine Joy., Mallari, Juan Paolo, Yao, Kevin Brian
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18164
• Institution: De La Salle University

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.