Inquirer is the leading broadsheet in the Philippines. In 2001, it launched Libre, a free tabloid distributed in the MRT-LRT area. It was an unprecedented move of a major daily giving away their newspaper on weekdays and recovering cost solely from advertising revenue. Visit the MRT-LRT site and discuss and explain your answers to the following: Background:
Inquirer Libre (Inquirer Free) is a free, bilingual (Filipino and English) tabloid published in the Philippines. It is published by the Philippine Daily Inquirer and is considered a trimmed-down version of the Philippine Daily Inquirer that is distributed on public transport. It is available in all stations of LRT, MRT and PNR, WGA Eva Macapagal Port in Metro Manila, as well as selected branches of McDonald's. Unlike other Philippine tabloids, Inquirer Libre seeks to provide commuters access to decent, useful and meaningful news and current events. The income generated from distributing Inquirer Libre comes from advertising. a.
What was the underserved and unserved market Inquirer was trying to tap? Underserved - used to describe a place, market, etc. where fewer goods and services are available than there should be. Unserved – there is totally no goods and services available for the people. Answer:
The Inquirer created first a market niches that identified the needs or wants of the target market that were poorly addressed or not at all by their competitors. This niches showed them the underserved and unserved market which were composed of the commuters of the MRT-LRT stations with 500, 000 average commuters per day, even greater than its intended capacity. It’s a very diversed public which includes students, office clerks, professionals, etc. who rode trains everyday in their way to school, work, and their destinations. This people were always in a hurry and therefore have no time to read the news. Their age ranges from 18-40 years old.
How strategic is this underserved and...
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