Car Magazine Marketing Plan

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1. EXECUTIVE SUMMARY
Current Look
The Car Magazine is one of the largest selling specialist or male interest magazine in South Africa. Approaching 50th Anniversary, Car Magazine enjoys and average readership of about nine hundred thousand readers per issue In the fifty years which is a significant mile stone for the local magazine, Car Magazine has only had five different editors which is indeed and unusual turnover for the fast moving publishing industry. This signals stability as a positive but also maybe an element of comfort zones. We know that change is not necessarily bad. The combined specialized knowledge property (journalist, editors, sales representatives and international correspondents) that Car Magazine’s stakeholders have is one major competitive edge that we have and difficult to copy. The Car Magazine is in a mature stage of its product lifecycle, circulation has been steadily declining over the over the past decade, however it still keeps the higher market share of its local motoring magazine market than other motoring magazine in the world. The magazine market, particularly motoring segment has become increasingly competitive, thus requiring us to pay attention to the changes in the market and adapt so as to stay ahead.

Forward Look
Our mission is “to provide the South African reader with top quality editorial that is both accurate and independent” Our slogan is to be “South Africa’s Leading Motoring Magazine” Therefore the Car magazine outlook for the future has to includes moving towards multi – media platforms, going interactive and offering immediate appeal. That is going to communicated in all platforms in our disposal so as to position it as FORWARD THINKING brand in the readers mind. That will also give the brand the excitement and young feel again (rejuvenation). On the Markets segments that we are playing we are adapting to the changes in our environment. The consumer of CAR MAGAZINE in the past 50 years has been changing and our offering has changed slightly if not stayed the same. The Pale Male market is now stagnant and its not where we will find our growth. The Black Middle, called Black Diamond movement in the social space, their purchase behaviour, their attitude values and preferences if of major interest and opportunity to Car. This will take changing the packaging and some of the content so as to attract, accommodate and meet these new set of needs. Contrary to the current personality of Car that is hard, rough, conservative and extreme we will start a migration process to more softer appealing, friendly and welcoming personality We also going to give the advertising revenue that needed growth by looking at other advertisers outside the automobile industry but appealing to our target market. Big strategy though is brand feature extension by now introducing a pre-owned Car Market platform in Car Magazine. If this takes off well we investigate the possibility of the standing along magazine for this niche. Though this brand target any one with interest in motoring but we are have narrowed our primary targets in age and LSMs and those are the segments that we will invest in.

TABLE OF CONTENTPages Number
EXECUTIVE SUMMARY……………………………………... 1 2. SITUATIOAN ANALYSIS……………………………………….3

3.1 Macro Environment……………………………………… 3

3.2 Market Environment……………………………………... 3 3.3.1 Competition Environment……………………………………... 5 3.3.2 Middleman……………………………………... 6 3.3.3 Customer Environment……………………………………… 6 3.3.4 Supplier/Buyer……………………………………… 6

3.3 Micro Environment……………………………………… 7

3. SWOT ANALYSIS……………………………………… 9 Strength
Weaknesses
Threats
Opportunities

4. ASSUMPTIONS…………………………………….. 10 5. KEY ISSUES…………………………………….. 10 6. GOALS AND OBJECTIVE………………………………………12 7. CORPORATE STRATEGY……………………………………... 13 8. MARKET STRATEGY……………………………………... 13...
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