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Marketing and Media Research By Path Finder Kanika, Joyce, Matt, Orawan, Young 18th October, 2006

How to keep “ London Lite ” Successful?. Client Brief. Marketing and Media Research By Path Finder Kanika, Joyce, Matt, Orawan, Young 18th October, 2006. Contents - Organization : Associated Newspapers Ltd. Market structure : Free newspaper Target Profile Decision Making Process

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Marketing and Media Research By Path Finder Kanika, Joyce, Matt, Orawan, Young 18th October, 2006

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  1. How to keep “London Lite” Successful? Client Brief Marketing and Media ResearchBy Path FinderKanika, Joyce, Matt, Orawan, Young18th October, 2006

  2. Contents - Organization : Associated Newspapers Ltd. • Market structure : Free newspaper • Target Profile • Decision Making Process • Competitors analysis _ Outline • Problems and Opportunities • Key issues and Objective • Appendice 1 : Outline Soulution

  3. Associated Newspapers Ltd Organization ,Categories Product Titles • Chairman: The Viscount Rothermere • Editor-in-Chief: Paul Dacre • Established in 1905 • Subsidiary of the Daily Mail and General Trust plc (DMGT). • One-year % Growth in Sales : -3.3 (2005) • The management company for 7 major newspapers • Based in Kensington and also has responsibility for • Harmsworth Quays, the London Docklands plant at • which it produces all London, the South of England • and South Wales editions of the Titles • Financial Highlights • (2005) • Turnover = £878m • Operating profit = £95m • Operating margin = 13%

  4. Associated Newspapers Ltd Metro Daily Mail The Mail On Sunday Evening Standard Loot London Lite • Battle • on the Street London paper • The organization [Source : http://www.smartbrief.com/news/aaaa/index.jsp , http://www.associatednewspapers.com/ ]

  5. Evening • Morning Total Free newspaper Circulation Metro London Lite 86% 52% (549,713) (359,389) 48% 52% London paper City A.M 14% 14% 1,326,858 48% (90,636) (327,120) [http://www.mediatel.co.uk/?mediatel=1&mediateloriginal=1&lstcfid=5185233 visited on 16th Oct, 13:44 pm] • Metro have kept their exclusive position for 15 years • Londonlite has recorded higher circulation than the competitor But…. Free Newspaper Market Structure Market Size and Share

  6. Key issues 1. How long this race between these two newspapers will last for? 2. What is the index to know whether audience prefer to read our free newspaper or not ? 3. What are the key success factors which make the Metro have kept the Exclusive position for 15 years? Circulation rate is just the result of how much we push the papers People On the Street.

  7. Main Audience we have targeted “who are shunning traditional paid newspapers in favor of the internet” • 18- 35 • both male and female • Centre London, near underground, university • and working place • Age • Gender • Region • Socio- economic • C1 – Lower Middle Class • Junior Management, supervisory and clerical grades. • Tends to ape the trendsetters even if finances over • stretched • C2- Skilled Working class: • usually a manual trade. • (Requires the less costly products usually) [Sources:http://www.businessweek.com/globalbiz/content/sep2006/gb20060905_518095.htm?campaign_id=rss_nullSEPTEMBER 5, 2006, MediaBy Kerry Capellhttp://en.wikipedia.org/wiki/London_Lite • Key issues 1. Is in accord the current audience with the audience we have targeted ? 2. What are their Attitudes and Usages for the brand newspapers? London Lite’s Target Profile Target Market

  8. Brand Choice ? London lite London paper Metro • Key issues In each phase, Which Factors makes a strong bond with our target? ? Reject No yes Loyalties Forming Threw Away Keep Advertising ? ? ? Read [ Source : Observation Research by the path finder ] Decision Making Process

  9. Competitors Outline Analysis [Reference : Appendices 1. Comparing structure of free newspaper] • Key issues 1. Is New outline Newspaper Format more friendly to the target audience in London ? 2. Have the sections focused on the entertainment been effective for long term Survive ? 3. Which Free news paper have higher perceived value than the others? 4. Which sections are more attractive to the target audiences ?

  10. Appendices 1. Comparing structure of free newspaper • a • a * Small section on the page [sources : Londonpaper,Lodonlite and Metro 03~17.Oct,2006]

  11. a

  12. Summary

  13. Brand Choice ? London lite London paper Metro ? Reject No yes Loyalties Forming Threw Away Keep Advertising ? ? ? Read Problems and Opportunities in Decision Making Process • Problems • Low involvement to • advertisings in Free paper • Low Loyalties for the free • newspapers • Low degree of differentiation • Negative Image of Free • Opportunities • High interesting of Internet to the Audiences • ( e.g. CNN –gulf war case ) [Source : Matt Haig , Brand Lyoyalty] • Advantages from the Metro [ Source : Observation Research by the path finder ]

  14. Objective of Marketing Strategy Brand loyalties and Value up to build a brand • Key Issues for research Communication & Promotion Model Development • Index to measure the value of the papers • Key success factors of the Metro • Identification of Current Audience • Attitudes and Usages of the Brands • Attractive factors of Free newspapers How to keep “London Lite” Successful? • Business Objectives Profitable Long – run Newspaper for future

  15. Thanks

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