A marketing plan for Travelife Magazine

• Main Authors: Chung, Angelica, Garcia, Dennise, Kohchet-Chua, Charlene, Tan, Adrienne
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18196
• Institution: De La Salle University

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.