Assistant Manager
MASTER OF BUSINESS ADMINISTRATION
MM5762 MARKETING MANAGEMENT
GROUP PROJECT
LECTURER: DR. PIYUSH SHARMA
FACULTY OF BUSINESS
THE HONG KONG POLYTECHNIC UNIVERSITY
Prepared by Group 2
KWAN Tak Wing Andy 13036541G
SHUM Tiu Tiu Danny 13010819G
WU Fung Nga Tracy 13033465G
YEUNG Shuk Ming Ming 13021967G
FONG Ying Ying Scarlett 12011198G
TABLE OF CONTENTS
1 INTRODUCTION 3
2 MARKETING STRATEGY 4
3. MARKETING MIX 7
4. CUSTOMER RELATIONSHIP MANAGEMENT 8
5. MARKET ANALYSIS 9
6 NEW MARKETING PLAN 18
7. LIMITATION 20
8. ETHICAL IMPLICATION 21
9. REFERENCE 22
1 Introduction
South China Morning Post (SCMP or 'the Post') founded in 1903. SCMP Group is HK listed company, stock no. 583. SCMP, Classified Post, Sunday Morning Post & The Post are English Hong Kong newspapers published by the SCMP Group, In 2012 total circulation of SCMP & Sunday Morning Post was 197,095. It is one of the most profitable newspapers in the world on per reader basis. Launched in 1996, scmp.com is a subscription-only service, which allows the retrieval of archive articles dating back from 1993. It was re-launched in May 2007 with a new look, features, and multimedia content.
This assignment mainly to study Newspaper Publishing part, that’s the one of major business in SCMP Group.
2 Marketing Strategy
2.1 Segmentation
Segmentation help companies efficiently and effectively reach to the smaller segments of customers with products and services matching their unique needs (Philip Kotler, 2012, p209).Before proposing our marketing strategy, we would like to summarize the market segmentation of SCMP into 4 dimensions: Demographic, Geographic, Psychographic, Behavioral.
Circulation 1 107,426
SCMP 89,669
Sunday Morning Post
Readership 2 389,000
SCMP, Digital Sub & Sunday Post Combined
Age 2 19%
29 years old or below 70%
30 to 49 years old 11%
50 years old or above
MM5762 MARKETING MANAGEMENT
GROUP PROJECT
LECTURER: DR. PIYUSH SHARMA
FACULTY OF BUSINESS
THE HONG KONG POLYTECHNIC UNIVERSITY
Prepared by Group 2
KWAN Tak Wing Andy 13036541G
SHUM Tiu Tiu Danny 13010819G
WU Fung Nga Tracy 13033465G
YEUNG Shuk Ming Ming 13021967G
FONG Ying Ying Scarlett 12011198G
TABLE OF CONTENTS
1 INTRODUCTION 3
2 MARKETING STRATEGY 4
3. MARKETING MIX 7
4. CUSTOMER RELATIONSHIP MANAGEMENT 8
5. MARKET ANALYSIS 9
6 NEW MARKETING PLAN 18
7. LIMITATION 20
8. ETHICAL IMPLICATION 21
9. REFERENCE 22
1 Introduction
South China Morning Post (SCMP or 'the Post') founded in 1903. SCMP Group is HK listed company, stock no. 583. SCMP, Classified Post, Sunday Morning Post & The Post are English Hong Kong newspapers published by the SCMP Group, In 2012 total circulation of SCMP & Sunday Morning Post was 197,095. It is one of the most profitable newspapers in the world on per reader basis. Launched in 1996, scmp.com is a subscription-only service, which allows the retrieval of archive articles dating back from 1993. It was re-launched in May 2007 with a new look, features, and multimedia content.
This assignment mainly to study Newspaper Publishing part, that’s the one of major business in SCMP Group.
2 Marketing Strategy
2.1 Segmentation
Segmentation help companies efficiently and effectively reach to the smaller segments of customers with products and services matching their unique needs (Philip Kotler, 2012, p209).Before proposing our marketing strategy, we would like to summarize the market segmentation of SCMP into 4 dimensions: Demographic, Geographic, Psychographic, Behavioral.
Circulation 1 107,426
SCMP 89,669
Sunday Morning Post
Readership 2 389,000
SCMP, Digital Sub & Sunday Post Combined
Age 2 19%
29 years old or below 70%
30 to 49 years old 11%
50 years old or above