Yalla Seha MagazineMarketing Plan

Content o Literature Review

- Magazine industry overview- Highest Magazine distribution Globllay - About Yalla Saha Magazine

o Company mission o Company visiono Market Sizeo Environmental Analysis

- Macro-Environmental Analysis- Micro-Environmental Analysis

o SWOT- Strengths- Weaknesses - Opportunities- Threats

o Marketing Objectives(7PS OF Media)- Product Elements: - Place and time:- Price: - Promotion and education: - Process- People - Productivity and quality

o Positioning Strategy- Value proposition- More for more- More for the same- The same for Less

o Positioning Mapo Positioning Statemento Positioning Analysis

- Market Analysis- Internal Analysis- Competitor Analysis

o Key Advertising Personnel- Creative Director

o Creative Writers- Account Executive- Account Planner- Traffic Manager

o Media Buyerso Media Planners

o Advertising Campaign Management- Advertising Research- Advertising Objective- Advertising Budget- Selecting Media outlet- Creative Brief

o Literature Review - Magazine industry overview

People awareness, thoughts and knowledge have witnessed remarkable changes and transformations along the years by approaching new creative tools of communication, Print media is an influential tool for all societies especially undeveloped societies to facilitate public enrollment in development activities, rising social, and health-care and life style practices in form of articles, information’s and previous experiences that could be discussed either in magazine newspaper or any type of media. Print and electronic media takes an important role in enhancing public engagement. On the other Hand, today different advanced and complicated technologies are using by the print media in both developed and undeveloped countries although they are facing a massive competition among the huge presence of different media platforms, despite the rapid changes that has occurred print media messages as a traditional media still performing its role effectively in enlightening and enriching people behavior and quality of life.Print media industry begins with newspaper five centuries ago in Europe. When merchants distributed written newsletters written by hand included information about weather, economic conditions, wars and interesting stories.

- Highest Magazine distribution Globllay However this was the first way of written information in European countries, the first country created a newspaper is Germany. Then First real newspaper published in English was the “London Gazette”, Published four years later in 1666. Fourteen years later, U.S John Campbell, ‘Postmaster of Boston’ issued first weekly newsletter in April 17 To April 24 1704 with only one advertisement, and it continued issuing and was replaced and

appointed by William-Brooker, Since Campbell refused the use of "News-Letter" name to anyone else so Brooker called his newspaper the "BostonGazette”. Whilst there had been so scarce newspapers in Europe, America and many other nations because of many reasons; large amount illiteracy, paper was expensive and hard to get, that printing process was long and demands high labor besides lack of printing quality and process in such era was very primitive. Nevertheless Today’s situation is completely different due to rapid changes in the nature of the industry globally due to the technological advancement, as reaching news and information became more easier and boom in wide range of different print and electronic media.

In late 90s’ Electronic news started, that has explored thousands of the world newspapers and magazines are available now on the internet. Hence there still wide-range of different types of magazines (Business, Arts, Cultural, sports, Scientific, Healthcare and life-Style…etc.).That still plays an important role even with the existence of aggressive competition from various electronic media.AARP Bulletin is the fourth world-wide spread magazine of 23,574,328 printed copies produced by American association of Retired persons.

Vision Statement: To be the leading healthcare and lifestyle destination in the Arab World.

Mission Statement: We are committed to take the lead to motivate our audience in the Arab world to challenge their status quo and push their boundaries to live a happy healthy life. Using latest intelligence

throughout our unique multichannel platform and carefully selected content mix crafted by our talented team.

- About Yalla Saha Magazine Our Case Study will be focusing on magazine industry on real existing healthcare and lifestyle magazine “Yala-Seha”, will discuss its marketing problems and how to implement comprehensive marketing plan that would effectively influence our readers as the main engine of achieving high distribution capacity and gaining more advertisers.Yalla Seha Magazine was first published on May 2012, it’s a healthcare and lifestyle magazine that discusses all health and lifestyle related issues. Our precisely chosen topics and articles encompass most issues that affect one’s daily life and introduce solutions, tips and guidelines from authorized, reliable information resources to give our readers a useful and entertaining reading experience.Yalla Seha introduces a new definition of health including physical, mental, psychological, social, environmental, and even marital well-being under the supervision of our highly qualified and authorized board of editors. However, it is distributed for free as anyone can benefit from our effective efficient information we serve.

Yalla Seha: Distribution channels (cafes, restaurants, clinics…).Magazine Sections:

o Community Section: - What’s New in the Medical Field?- Health Prescription- Doctor’s Call- Women Beauty and Wellness- Mother and Children- Mental Health- Marital Health and Sexology

- Weight and Fitness- Alternative Medicine- Pets Health and Fashion- Fun box.o Professionals Section: - Medical Events and Calendar- Latest Medical News- Patient counseling- Physician’s articles- Health Directoryo Market Size

According to “Egyptian journalism supreme council’ there is;o 500 printed newspaper and magazines Private and

public in Egypt

o Environmental Analysis Many environmental forces are affecting our magazine market including Micro and Macro factors; Micro-environmental forces:

o Company: (Internal Departments)- Company financing department : is providing the

magazine with all the resources needed for its production and publishing starting from hiring a dedicated team

- (Editors, designers, production specialist and sales team) and offering the starting capital needed to finance it.

- Company top management is playing the role of the regulator setting magazine guidelines regarding what type of material could be published and what is not allowed. Company management is always monitoring content.

- Design and branding department is working as the producer of the magazine designing the layout and themes of each issue playing a main role in magazine creation.

- Marketing department is working on both how to grab readers attention through a well-designed product having a high level of recognition and spread within the targeted segment in order to use this audience later as a competitive edge to sell advertisements pages in the magazine which will be the main source of income.

o Suppliers for our magazines our divided into several categories;

- The freelancer writers and editors : like the physicians who provide us with medical articles and information to be published in each issue according to its theme.

- As well as nutrition, fitness specialists : who we refer to in many cases to get reliable materials for our readers. We are dealing with this party as our partners as their success and well prepared articles is a major factor in the whole magazine success. So we are always working on finding the best participants and making sure to release their work in the best form with relevant designs and concepts.

- The other kind of suppliers is the print house: we deal with for magazine printing, before we chose a fixed

print house we checked all the specialized print houses in magazine printing and reviewed their samples and work in the market in order to provide our readers and customers with a high quality printed copies.

- Channels and Distribution, our distribution channels : are places where our target audiences frequently visit like cafes, restaurant, gyms, doctor’s clinics, pharmacies, healthcare and cosmetic centers, libraries, bookshops, malls and universities. Our distribution channels are our advertisers as well as they can find the audience they are looking for in all other outlets

o Customers: Two types o The first one is our readers who are the end users

of the magazine and are our target audience who are a selected segment:1. Ranging from twenties to fifties (which is a large segment that should be reviewed later),

2. Males and females from A+ and A class. 3. Well educated interested in a healthy lifestyle.

o The second types of customers who are the advertisers, who are publishing their ads in our magazine and in a later phase of magazine planning strategy should be the main source of funding as the magazine is distributed for free and should get its income from the ads published in each issue that should be covering its expenses and making profit as well.

o Third type of customer - International Customers : - As we are planning to extend our market looking forward for

international customers from KSA and the Gulf area where their government have their own regulations and laws for

published materials which should be taken in consideration in order to get publishing licenses and permissions. The proportion of ads in each issue and type of articles as this is well known that they are more closed and conservative countries than Egypt.

o Competitors - Our main competitors in the same category (Healthcare and

lifestyle) are very week and they are not providing a high quality competitive product for the readers.

- The main competition: that we are facing is magazines in society and sector that are targeting the same segment that we are targeting and also have a very strong relation with advertisers;

- Another kind of completion : we are dealing with is the online and social media platform which is attracting a huge part of readers and therefore advertisers, this is why we are working on;

- Online version for our magazine as well as a YouTube channel, mobile application and other online pages.o Publics

- The government publishing approvals and regulations should be followed like having an editor in chief that must be registered in journalist syndicate. And all materials published should be relevant to the type of magazines stated in the license which means that we cannot publish any political, religious or any other type of topics which are not related to healthcare and lifestyle subjects.

Macro-environmental forces They are a lot and affecting magazine planning. Magazines as any printed platform is facing major danger recently due to online and digital shift,

o Demographics breakdown of target market: We selected our target audience with specific demographics,

- Age: 20- 35- Gender: Male & Female- Education: highly educated- Income: Medium and High- Lifestyle: Athletics, interested in healthy lifestyle, gym

members- Location: Classy neighborhood: CAIRO:

Maadi Zamalek New Cairo Heliopolis

Alexandria: Kafr Abdo Roushdy San Stefano Lorano Economic forces: To cope with change in youth hanging

out habits and quality of life focus and orientation, we are providing our readers with the type of magazines giving them relevant info to get for this lifestyle.

o Natural forces- Sponsoring more events calling for a clean and clear

environment.- Recollecting copies for recycling . (Example: dealing with

TBS to provide them with paper as they use recycled materials for their packaging, in return they will a channel for free distribution)

o Technological Forces:- An online version should be published- Website(including fitness videos and physicians tips)- Mobile application upgrade

- Creating comprehensive social media plan (Fb, twitter, Instagram)

- Digital outdoor screen nearby gyms and healthcare centers showing healthy tips.

o Political Forces: Working within the frame of publishing rules and regulations all content are related to lifestyle and healthcare sector.

o Cultural Forces- Educating customers about health hazards due to bad habits

and how to avoid- Nutrition, fitness, Psychological tips- Providing psychological knowledge and answering readers

messages(in Egyptian society people with psychological problems are not willing to get help from specialists)

oSWOT

SWOT Analysis:o Strengths- Distinguished Product

(design and themes) and printing quality

- Higher Printed copies quantity than competitors

o Weaknesses - Higher ads prices in

comparison with competitors.

- Medium size is not preferred by all clients.

- High printing cost.

- Covering different sectors

No. 1 in healthcare magazines market

No. 2 in lifestyle magazines

- Loss of focus (wide target audience)

- Absence from the market since October 2013

o Opportunities- Absence of strong

competitor in Alexandria market.

- It’s a medium market size which allows us to build a strong reputation in a short period and transfer it to Cairo market when it is well established.

- Presence of large market size of gyms and health-care centers that they would be our audiences and advertisers

o Threats- Economic crisis and

recession faced by all clients

- Advertisers shift to online platforms like social media and mobile applications with lower cost and higher reach

Service Marketing Mix (7Ps):o Product Elements: - Healthcare and lifestyle magazine providing target readers

with all health, fitness and wellbeing news and tips, - Appealing well-crafted young and cheerful designs and

colorful layouts inspiring its readers and encouraging them to follow a healthy lifestyle.

o Place and time :- “We want to reach readers where they work, travel, shop,

and dine.”- The magazine is distributed in all places where our target

customer may go and have a time to check an entertaining yet informative piece of information.

- We chose high traffic cafes, restaurants and gyms where target audience hangout, clinics, healthcare centers waiting areas.

- Some copies are directly sent to VIPs through a distribution agency following our geographic segment (High class neighborhood A+ and A).

- It is a bimonthly magazine, giving advertisers a suitable time range to be present in each issue and this time frame is also giving the magazine the chance to cover most of the health related events all over the year, with special issues release for special occasions.

o Price: - Copies are distributed for free.- Advertising is following a relatively high rate card in order to

keep our ads relevant to target readers.- To get more advertisers we will be including a large variety

of ads sizes and types starting from editorials to full pages advertisements.

o Promotion and education : - An outdoor campaign will be released before issue release

to get readers attentions about the magazine re-launch. - In alignment with an online campaign on all social media

magazine pages in addition to paid ads campaign and promoted posts.

- Sponsorship participation in fitness events like Cross Fit, Tedx and others.

- Free ads were offered for non- profit organization in Ramadan issues as a CSR act.

- A highly specialized sales team is hired for ads sales.o Process: - Design, production, printing and distribution- We will stick to the premium high quality visuals and

printing materials matching with selected target.o People: - Editors, Designers, sales and marketing team)- All team members’ opinions and point of views are highly

taken in consideration in order to achieve a high quality product.

o Productivity and quality :(Number of issues) - Issue publishing consistency in timing and content, - Designs and printing quality is a must.o Marketing Objectives :- We hope to increase our awareness by 20% in the first

quarter 2016. By implementing an intensive adverting campaign.

- We hope to cover our production cost and increase our revenue stream by 15% by targeting an increase brand recognition

Positioning Strategy:

Market Segmentation and target market selection:Demographic breakdown of target market:1 -Readship market We selected our target audience with specific demographics, Age: 20- 35Gender: Male & FemaleEducation: highly educatedIncome: Medium and High

Lifestyle: Athletics, interested in healthy lifestyle, gym members

Technology: Our readers are these people who love to get newest technology as soon as it is available.

Location: Classy neighborhood in Cairo and Alex: Cairo:

- Maadi- Zamalek - New Cairo- Heliopolis

Alex:- Kafr Abdo- Roushdy- San Stefano- Loran

2-Advertisement marketConvenience: - Local businesses offering services and products in same areas or nearby magazine distribution areas.Filmography: - Businesses providing relevant products and services to healthcare and lifestyle market (gyms, hospitals, healthy food restaurants, cosmetic centers…)Medium to large size businessBehavior: - Quality and price sensitive businesses Needs: Reaching their target market audience through different appealing channels.

Value Proposition

Yalla Seha will focus on rebranding itself as a youth healthcare and lifestyle magazine.Helping our community become a healthier place to live in.Focusing on three major issues:1- Providing readers with relevant, trustworthy, effective

information 2- Making content layout and printing quality and convenient

prices and availability a consistent mix 3- Using vigorous advertising campaign to announce its re-launch

strongly

Positioning strategyReaders:Yalla Seha is positioned as a high service less expensive (distributed for free).

Advertisers:Yalla Seha’s advertising rate is relatively high in comparison to its competitors

Positioning Statement: (Bringing Up a Healthier Community)Emphasizing on the importance of the wellbeing of people when they are healthy they are happy. They will feel physically, emotionally, and mentally balanced which gives them the ability to work harder, concentrate better and give that happiness back into their homes, workplaces, and community. Simply we will provide our readers with all they need to Bring Up a Healthier Community.

oPositioning Analysis: Market Analysis- Market Size :

We realize that we are not the only one in the market. Around 7 health care and lifestyle magazines are present in the market. But still their presence and effect is limited and localized. We have to work on target awareness and a larger circulation.

- Composition Our targeted segment is approached by different types of magazines (fashion, social, art, sports). We have to find our place in our target readers’ minds through attractive topics, exciting artwork.

- Location Lifestyle and healthcare magazines are usually distributed where class A and B hangout, including cafes, restaurants,

clinics and gyms in Cairo and Alexandria classy neighborhoods

- Trends We have noticed that beside their own wellness our target audience is highly interested of the wellbeing of the whole community not only their segment (thyself, family and friends) they highly appreciate ecofriendly organizations, CSR acts, so we decided to dedicate a fixed section for community wellbeing as well as free ads for non-profit organizations to promote their activities related to health and quality of life.

Internal Analysis- Resources

Designs and artwork will be accomplished in house by advertising department. Content will be gathered from physicians and specialists in each topic.Printing cost will be financed by mother company till revenues exceed breakeven point.

- ReputationOur main problem here is the inconsistency as magazine has been published intermittently which is very confusing to our readers they always have the question is it still going?”

- ConstraintsWe will be facing a strong opposition from inside specially finance department to relaunch the magazine, as previous experience wasn’t as profitable as they expected.

- ValuesOur main concern is to present a trustworthy source of information.

Competitor Analysis- Strengths

Our competitors have two main strength points;First: They have strong relations with advertisers (business

partners, friends, family)Second: Issues are released consistently with no stops or lag time between each issue and the next one.

- WeaknessMagazine layout and artwork are of very poor quality, content is usually copied from websites no original pieces.

- Current PositioningOur main competitor is more like a social than a healthcare magazine, covering social events in a stylish manner.

Advertising organizational Chart:o Creative Director:

Creating campaign main theme and directiono Creative Writers

Preparing slogans and taglines as well as promotion materials content, making brand speak same language as its target audience.

o Account ExecutiveWorking as a link between studio and brand manager making sure that advertising materials are conveying the required messages.

o Traffic Manager- Making sure that all delivering are following campaign

timeline

Advertising Campaign Management:o Advertising Research

Our competitors’ advertising depends mainly on social media pages interacting with their target audience, providing content similar to that used in offline copies. So our main target is to be actively present on social media as well as a physical presence in form of posters, roll-up, stands in magazine outlets and distribution channels.

o Advertising ObjectiveYalla Seha is still in the introduction phase according to magazines life cycleSo our main objective is AwarenessAnd placing Yalla Seha in target audience mind set as the person who cares about community wellbeing

o Advertising BudgetOutlet Amount/issueSocial Media 100USD (around 800EGP)Outdoors Using company owned

outdoors just 2 weeks before issue release

Printing Materials 10,000 EGPHiring celebrity 5000- 10000 EGP

o Selecting Media outlet- Social Media is our main outlet as it is the main channel

for our target audience to get needed information news and all types of search.

- In addition to outdoors in selected areas.- Printing materials: posters, roll-up, stands in magazine

outlets and distribution channels.- Sponsoring fitness, health conventions, events.

o Creative Brief- Readers Market

Marketing Strategy Cognitive

Overall Marketing Objective

Awareness

Communication Objective

Making people aware of the presence of Yalla Seha magazine in a new shape.

Product Description Printed and online magazine specialized in Youth healthcare and lifestyle

Target Audience We selected our target audience with specific demographics,

o Age: 20- 35o Gender: Male & Femaleo Education: highly educatedo Income: Medium and Higho Lifestyle: Athletics, interested

in healthy lifestyle, gym members

o Technology: Our readers are these people who love to get newest technology as soon as it is available.

o Location: Classy neighborhood in Cairo and Alex

Overall Marketing Objective

Awareness

Message Theme Young –Vibrant- healthy Appeal Emotions Executional framework

Slice of life

Support Holding company is a strong member of healthcare sector (hospitals, healthcare centers, medical resort)

Value Proposition We are an informational entertaining medium (offline & online) providing our target audience with information, ideas

in a young flow-less way keeping them updated with all healthy and lifestyle news.

Benefits Guiding readers to a healthy life and the overall community

Brand Personality Young, Healthy, Active, Excited, GiverChoosing a celebrity having same personality for cover design and advertising materials (brand ambassador)

Constraints Our absence for more than one year

B2B advertising materials:

Advertising Strategy ConativeFrame work InformativeAppeal RationalTarget segment o Companies offering

products to same target customer we are seeking (Uniliver, Nike, Neslte and others)

o Health-care and medical brands

o Sports brands o Sport centerso TV programs that my

state a certain topic written by our magazine as an indirect advertisement.

o On the other hand the B2B business is not only

about the customers seeking to advertise but also with places where we need to distribute our magazine such as; cafes, Gyms, health care and beauty centers. Besides targeting any event related to our target customers we must be there supplying our magazine.

Brand Personality Achiever-Strong presencePersonal Value Job Security- personal

accomplishmentSupport Large circulation equal to large

reach Credible editors, Attractive famous names

Constraints Our absence from the market for more than one year.Economic crisis

E-Active Marketing:Social media outlet must be used intensely;

- Activating Yalla Seha page on Facebook with interactive #hash tags.

- Opening live conversations with readers about updated topics on Facebook and Twitter each according to each visitors’ prime time and fixing these schedule so readers can easily catch-up.

- Creating an account on Instagram, posting healthy videos and tips using info-graphic tools.

- Announcing contests with creative prizes.- Receiving customers ideas and requests through our all

electronic channels.

Recommendations:After all analysis and search conducted on Yalla Seha situation, market and competitors, our findings and results lead us the recommendations presented below;1- “Focus” is a main key for success, it would be more efficient to

targeting a niche audience with high conversion rate than a large segment with very few loyal and active customers.

2- “Consistency” Yalla Seha Magazine must be delivered periodically to our reader in a uniform format.

3- “Multiplatform” Yalla Seha digital magazine publishing should be activated.

4- “Social Media” Depend on social media as an advertising interactive outlet will make a huge difference in readers’ engagement.

Conclusion: All we need for Yalla Seha to become a success is a stronger connection with its readers and customers. So we have built our plan to reach this goal effectively, putting our readers first and at the center of everything we do. Our sole purpose is to bring up healthy community.As Jonathan Newhouse Condé Nast International chairman said: "if you love your readers, they will love you"– or, if you make your print brands better, the revenue will come.