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8/7/2019 BluInc - Company Analysis2
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Company Analysis - (ECO-740)
1. INTRODUCTION
Magazines have been the choice of most Malaysians to read in occupying
their leisure time. Regardless on the type and topic being discussed in the
said magazines, people at all income levels choose to have one as long as it
suits their reading pleasure. Have we ever think about how those magazines
could attract and influence readers to keep on buying or subscribing the
magazine of their choice? The magazine is not only for reading pleasure but
also could affect the readers’ lifestyle. Nevertheless, reading magazines has
created another niche market (demand) for those who appreciate creativity in
writing business.
For the purpose of completing this assignment, Blu Inc Media Sdn Bhd has
been selected as medium of analysis; who has been one of the prominent
publishing companies in Malaysia that has the overall capabilities and experts
in enduring the publishing business. The Blu Inc group is Malaysia’s biggest
publisher of magazines with 22-well known newsstand and contract titles in its
portfolio. Further elaboration will focus on the company’s evaluation
pertaining to demand for range of magazines, the competitive pricing
decision, the production costing involved and how the company invents new
ideas in sustaining the company’s position especially in the global market.
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2. COMPANY BACKGROUD
Blu Inc Media Sdn. Bhd. publishes monthly magazines in Bahasa Malaysia,
Chinese, and English languages for men, women, and adults in Malaysia. Its
magazines provide celebrity news, information on health and fitness, advice
on relationships, information on lifestyles and sex, information for female
brides, fashion and beauty trend updates, and information and guidance on
great styles of living. The company has partners and affiliates in the United
States, France, Singapore, Indonesia and Thailand. The company is based
in Petaling Jaya, Malaysia. Blu Inc Media is an associate of SPH Magazines
Pte Ltd which is part of Singapore Press Holdings Limited.
Blu Inc Group owns Malaysia’s most established English women’s lifestyle
title, Her World since July 1960 and still actively catering for today’s modern
Malaysian business.
2 (i) VISION
To be the leader in the magazine publishing industry in Malaysia.
2(ii) MISSION
Create and develop top quality brands and multimedia extensions that
offer sustainable profit and growth.
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2(iii) CORPORATE OBJECTIVE
Build and ensure long-lasting relationships with readers, advertisers &
stakeholders.
3. DEMAND ANALYSIS
Why are Blu Inc magazines the best seller? The magazine demand from Blu
Inc has linkage to the following elements:-
i) Blu Inc is strong because of the size and reach of the company.
ii) Has partners and affiliates in the United States, France, Singapore,
Indonesia and Thailand.
iii) One-stop publisher – Has extensive contacts and diverse titles in
Malay, Chinese and English make it of choice for readers and
advertisers.
iv) Give readers what they enjoy, desire and aspire to be with every
flip on the page.
v) Proudly releases quality titles every month.
From the above, it is proven that Blu Inc has been an established publishing
company that carries prominent magazines titles. This very much relies on
the position of international branding strategy that has captured the public
attention.
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Besides, Malaysian market serves multi languages and Blu Inc shall increase
it magazines production capacity to cater the need of various multi-languages
such as Malay, English and Chinese.
In addition, Blu Inc Media also has conducted several market surveys in
ensuring their magazine they produced is meeting the readers’ expectations.
For instance, content that relates the current lifestyle, latest health
information, latest fashion or trend being demanded etc. Thus, readers will
definitely enjoy reading those magazines and just could not wait to flip
through all pages to read the contents of the preferred magazines. From the
market survey also, Blu Inc Media creative writers will have some ideas to
gauge the various topics to make their magazines become the center of
attraction.
Attention to quality and the variety of their titles make Blu Inc unique;
customizing their magazine’s editorial contents to match the readers’ likes
has made them a trusted name in publishing. Ensuring that their magazines
maintain the visual strength and unique positioning give to their magazines
edge. This stringent respect for all-round editorial and design quality are the
cornerstones of their success.
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4. PRICING
At Blu Inc media they believe in giving readers the best quality of magazines
with competitive pricing. Overall the range of magazines is priced between
RM5.60 up to RM12.90 per piece. Blu Inc Media pricing strategies are based
on the quality of paper used, cost of production / printing and also competitors
pricing. In adding value to the purchase of each magazine, there will be
monthly freebies or premium items to be enjoyed by readers. For instance,
giving out free perfume and cosmetic samples and throughout the year, there
will also several contests being conducted to retain and add the number of
monthly subscribers.
5. ONE STOP PUBLISHER
Blu Inc Media is also known as one-stop publisher whereby through its
extensive contacts such as United States, France, Singapore, Thailand and
Indonesia and ability to produce diverse titles monthly in English, Malay and
Chinese make the Blu Inc Media the one stop publisher of choice for its
readers and advertisers.
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Blu Inc Media overall activities of producing from creative writing, exclusive
photo-shoot, high quality printing, etc of a particular magazine is being done
at the company itself. This is very distinctive compare to other publication
companies. By having a one-stop center, the management could control the
overall costs involved or incurred in the production of the said magazines.
6. PRODUCTION
The Blu Inc Media proudly releases quality titles every month. They have a
combination of local and international titles, and special publishing titles which
are put together to inform, entertain and fulfill the readers’ needs. Their wide
arrays of titles are popular newsstand favorites that have touched and
influenced the lives of many people.
Her World, Female and Nuyou remain Blu Inc Media most established local
titles. The hugely popular Glam and the well-thumbed EH!, the exclusively-
read The Peak and ICON, and architecture and interior Glam Deko are other
Blu Inc Media local titles.
International titles Marie Claire, Seventeen, Men’s Health, Shape and Golf
Digest are testimony to the fact that Blu Inc are sought out as successful and
capable business partners to handle these franchise or licensed titles.
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Custom or special publishing titles such as Going Places, the in-flight
magazines of Malaysia’s national carrier, CIMB Preferred with its lifestyle
content ranging from luxury travel to high fashion and cuisine and YTL
Corporation who draws it elite circle of privileged readers into a finest luxuries
lifestyle many can dream off are all the confidence that the Corporate clients’
have towards Blu Inc Media in producing it in house magazines.
MAGAZINES TITLES PRODUCED BY BLUE INC MEDIA
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7. COST ANALYSIS
Blu Inc Media offers various advertising rates depending on the magazines
titles as well as it languages. Rates are different due to:-
a. the volume produced of the magazines,
b. the position and size of the advertisement in placed in the magazine
such outside back cover, inside front cover, double page spread, full page or
half page.
c. the frequency of the advertisement appeared in the magazines which
depend on 1 time, 2 times, or up to 12 times insertion in a year.
RATE CARD – ADVERTISING RATES
Position / Frequency 1 x
(RM)
2 x
(RM)
3 x
(RM)
4 x
(RM)
Outside Back Cover 8.075
Inside Front Cover Special 13,200 12,540 11,880 11,220
Double Page Spread 11,000 10,450 9,900 9,350
Full Page Four Colour 5,500 5,225 4,950 4,675
Half Page Four Colour 3,800 3,610 3,420 3,230
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RATE CARD – ADVERTISING RATES
Position / Frequency
(RM)
3 x
(RM)
6 x
(RM)
>12 x
(RM)
Outside Back Cover 9,450 5% 10% 15%
Inside Front Cover 8,400
Inside Back Cover 7,920
Double Pabe Spread 14,000
Full Page 7,000
2/3 Page (vertical) 4,620
8. MARKET COMPETITION
Blu Inc strengths in making a difference include the followings:-
8 (i) Quality
Attention to quality and variety of it titles.
8 (ii) Customize
Customizing the magazine’s editorial contents to match what reader’s
preferences.
8 (iii) Unique
Ensuring that the magazines maintain their visual strength and unique
positioning give the magazine their edge.
8 (iv) Respect
This stringent respect for all-round editorial and design quality are the
cornerstone of Blu Inc Media success.
9. COMPETITORS
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As a prominent publisher, Blu Inc Media able to withstood the test of time in a
very competitive arena flooded with competitors magazines such as Tattler vs
The Peak, In Trend vs Female, Woman’s Weekly vs Her World, Cleo Vs
Marie Claire, Anjung Seri v Glam Deko and many more in line.
Being able to produce new titles in the market as well as increase the volume
and frequency from bi-annual publication in 2008 to bi-monthly magazine in
2010 for Glam Lelaki and Glam Deko proven that Blu Inc Media has achieved
good reputation in the industry compared to the competitors.
10. INNOVATIONS
Innovations lead to minimize costs of production. At Blu Inc Media, they
believe in exploring the latest technology applied in producing the magazine.
So much so, by incorporating the various techniques in enhancing innovation,
Blu Inc believes they could achieve their desired goals.
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10 (ii) Magazine Revamp
New looks, new designs, new contents are among the things
that involves in the revamp of the magazine. New blood that
joined Blu Inc Media who comes with the new idea combined
with the experienced editor who has the ability of think out of
box on how the magazines can inspire the readers would be
able to change the magazines to suit the readers need.
10(iii) Branding & Promotion Monthly Events
In order to stay relevant to the readers and in compensate with
the readers and advertisers contribution towards the magazines,
list of monthly events namely entertainment, lifestyle, fashion,
golf tournament, education, charity and etc. from the various
titles awaiting everyone in the industry. For instance, events
such as Blu Inc Media Advertisers Appreciation Nights which to
thank the advertiser for their continuous support, The Great
Guardian Makeover co-partner with Guardian allows the
readers/ customers to enjoy the great saving for a selection of
great brands make up when they visit or join the event.
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10 (iv) Monthly Newsletter
To cater the readers need, Blu Inc Media without fail produces
the Monthly Newsletter gives the best highlights of all its titles.
All topics are covered from haute fashion to hot health tips.
Source from experts will be delivered straight to the inbox
subscriber.
10 (v) Bumper Road Show
Bumper Road Show is the Blu Inc Media annual event where it
will do a road show at different states in Malaysia in promoting
its magazines. Clients would normally look forward to
participate in this annual event as a platform for them to
introduce their products to their customers/readers.
11. GLOBALIZATION
In this information and technology era, not even one company wanting to be
left behind. Similar to Blu Inc Media, they also believe that would be able to
entrench into new global market and sustain in the competitive edge would be
their great advantage. In line with this, Blu Inc Media able to deliver new
value to the customers by moving forward with the new digital media in
meeting the global challenge. Blu Inc Media through its web team has taken
the challenge by focusing on improvising the company website which at the
same times updating digital contents of the magazines for its readers.
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12. CONCLUSION
Blu Inc Media has developed its strategic business models in order to sustain
and achieve higher profits in the market. Through the competitive strategy
Blu Inc Media has secured differential access to key resources by having
homegrown, licensed and special titles. Further, the design of its’ business
process which comprise of variety titles, languages and partners to few
overseas well known titles able to create unique value for Blu Inc Media’s
target customers. Finally, to sustain its positioning in the magazine industry,
Blu Inc Media gives a serious focus on innovation.
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REFERENCES
1. http://www. bluinc.com.my
2. http://www2.xlibris.com
3. http://www.bplans.com
4. http://www.referenceforbusiness.com
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