A marketing plan for the Tales from the Enchanted Kingdom Comic Magazine

• Main Authors: Bautista, Marion Y., Lamigo, Anna Lee, Llanora, Lace J., Sy, Katherine T.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18201
• Institution: De La Salle University

Comic Magazines, a hybrid of comics and magazines, are the trend emerging in the print industry today. Publishers target kids ranging from 7 to 16 years old from class AB and upper C, recognizing the buying power of this segment. At present, the total annual circulation of comic magazines is estimated to be 300,000. The industry is very promising as the children market in the Philippines continues to grow, at the same time Pester Power is prevalent among kids. Enchanted Kingdom, Inc. follows this trend by publishing their own comic magazine, Tales from the Enchanted Kingdom. The initial product features include comics and articles on arts and crafts, and will be sold at 80 pesos. The goal of Enchanted Kingdom Inc. is to seek another source of revenue by making the comic magazine characters marketable as a licensed property. Accordingly, the essence of this marketing plan is to make certain that the comic magazine will satisfy the right target market while ensuring profitability. Research revealed that the most lucrative target market are comic magazine readers aged 9-16 years old from class AB and upper C, having the 9-12 bracket as the primary target market. The comic magazine was remade to be a fun, adventurous and as an educational reading material by adjusting the contents to the interests of the target readers. The product is proposed to be priced at P79, and be distributed at major bookstores in the National Capital Region. The circulation is increased simultaneously as efforts to increase awareness and actions among consumers are applied through various marketing communications mix. Consequently, the marketing plan will yield a 100 percent return on investment plus a net profit of P138, 752. Thus, the marketing plan results to a successful business operation and prevents the company from incurring a loss of P689, 458.