Marketing and Media Research By Path Finder Kanika, Joyce, Matt, Orawan, Young 18th October, 2006
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Transcript of Marketing and Media Research By Path Finder Kanika, Joyce, Matt, Orawan, Young 18th October, 2006
Marketing and Media ResearchBy Path Finder
Kanika, Joyce, Matt, Orawan, Young18th October, 2006
How to keep “London Lite” Successful?
Client Brief
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
The management company for 7 major newspapers
Associated Newspapers Ltd
• 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)
Organization ,CategoriesProduct Titles
• 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 TitlesFinancial Highlights (2005)
Turnover = £878mOperating profit = £95mOperating margin = 13%
The organization
[Source : http://www.smartbrief.com/news/aaaa/index.jsp , http://www.associatednewspapers.com/ ]
Metro
LondonLite
Daily MailThe Mail
On SundayEvening Standard
Loot
Associated Newspapers Ltd Associated Newspapers Ltd
Londonpaper
Battle on the Street
52%48%
Total Free newspaper
Circulation
1,326,858
Free Newspaper Market Structure
But….
Metro have kept their exclusive position for 15 years Londonlite has recorded higher circulation than the competitor
[http://www.mediatel.co.uk/?mediatel=1&mediateloriginal=1&lstcfid=5185233 visited on 16th Oct, 13:44 pm]
Market Size and Share
Metro 86%
14%CityA.M
(549,713)
(90,636)
MorningMorning
LondonLite 52%
14%London paper 48%
(359,389)
(327,120)
EveningEvening
Circulation rate is just the result of
how much we push the papers
People On the Street.
Circulation rate is just the result of
how much we push the papers
People On the Street.
2. What is the index to know whether audience
prefer to read our free newspaper or not ?
1. How long this race between these two newspapers will last for?
3. What are the key success factors which make the Metro have kept the Exclusive position for 15 years?
Key issues
London Lite’s Target Profile Target Market
1. Is in accord the current audience with the audience we have targeted ?2. What are their Attitudes and Usages for the brand newspapers?
Key issues
• 18- 35
• both male and female
• Centre London, near underground, university
and working place
Age
Gender
Region
Socio- economic
• C1 – Lower Middle ClassC1 – Lower Middle Class Junior Management, supervisory and clerical grades. Tends to ape the trendsetters even if finances over stretched• C2- Skilled Working classC2- 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_null SEPTEMBER 5, 2006, Media By Kerry Capell http://en.wikipedia.org/wiki/London_Lite
Main Audience we have targeted “who are shunning traditional paid newspapers in favor of the internet”
Decision Making Process
In each phase, Which Factors makes a strong bond with our target?
Key issues
[ Source : Observation Research by the path finder ]
Keep
Read
Threw Away
Reject?
yes
Advertising
No
Brand Choice ?
London lite
Londonpaper
Metro
?? ?
Loyalties Forming
Londonlite Londonpaper Metro
Price Free ( printed ) Free ( Not Printed) Free (Printed)
Main sections 12 16 9
Title Colour Combinations of 5colours
Combinations of 7colours
Combinations of 3Colours
Format Newspaper Closed to Magazine Newspaper
Competitors Outline Analysis
[Reference : Appendices 1. Comparing structure of free newspaper]
Key issues
3. Which Free news paper have higher perceived value than the others?
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 ?
4. Which sections are more attractive to the target audiences ?
Metro Londonlite London paper
Section Category
12 Main Sections 9 Main sections 16 Main Sections
1.General news
News _ without section title
Today on page The London news
•Metrodigest *Metrofocus 2.Environment GreenLondon
3.World issue Metro world
- News without section title
- World at a glance*
News without section title
4.Buisiness Metro Business City&Finance Briefing The LondonbiZ
5.interview60 second Interview
Fast talk* " in Thelondonnews "
6.TV & Entertainment
MetroLife In&Out tonite The london TV
Celebrity London eye The London buzz
The London listings
IN&OUT The London night out
The London night in
a
a
Appendices 1. Comparing structure of free newspaper
* Small section on the page [sources : Londonpaper,Lodonlite and Metro 03~17.Oct,2006]
Metro Londonlite London paper
7.Fashion Boyzone/style The London style
/ shopping Yourtime TheLondonshopping
" in In&Out tonite " 8. Weather *3rd Page *2nd page *1st page
9.Audience Participation
Mail Metro This is London's Messgaeboard The Londontalk
10.Health and healthy
MMMmetro *Eat tonight The London health
including eating
*Drink tonight The London info
*Health & Beauty 11.Living Metrohome 12.Cartoon and
QuizStart the day Star and Puzzle The London break
13.Sport Sport LiteBetting(Horse) The London sport
Cricket Football Football 14.Travel Metrotravel 15.Job Job 16.Love The London love
17.Online Onlinepoll* Timewaster*
a
Summary
Problems and Opportunities in Decision Making Process
[ Source : Observation Research by the path finder ]
London lite
Keep
Read
Threw Away
Reject
Londonpaper
Metro
?
yes
Advertising
No
Brand Choice ?
?? ?
Loyalties Forming
• Low involvement to advertisings in Free paper
Problems
• Low Loyalties for the free newspapers
Opportunities
• High interesting of Internet to the Audiences ( e.g. CNN –gulf war case )
• Advantages from the Metro
[Source : Matt Haig , Brand Lyoyalty]
• Low degree of differentiation • Negative Image of Free
Objective of Marketing StrategyBrand loyalties and Value up to build a brand
Index to measure the value of the papers Key success factors of the Metro
Attitudes and Usages of the Brands
Identification of Current Audience
Attractive factors of Free newspapers
Key Issues for research
Communication & Promotion
Model Development
Business ObjectivesProfitable Long – run Newspaper for future
How to keep “London Lite” Successful?
Thanks