Inquirer is the leading broadsheet in the Philippines Essay

questioner is the leash posting in the Philippines. In 2001, it launched Libre, a fall by the personal mannerside tabloid distributed in the MRT-LRT bea. It was an unprecedented move of a major daily expectant away their newspaper on weekdays and recovering cost solely from advertising r til nowue. Visit the MRT-LRT site and wrangle and explain your answers to the followingBackgroundInquirer Libre (Inquirer Free) is a free, bilingual (Filipino and English) tabloid print 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 operational in all displace of LRT, MRT and PNR, WGA Eva Macapagal Port in Metro Manila, as salutary as selected branches of McDonalds. 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 Inq uirer Libre comes from advertising. a.What was the underserved and unserved marketplaceplace place Inquirer was trying to tap? Underserved used to describe a place, market, and so forth where fewer goods and serv crackpots are available than there should be. Unserved there is totally no goods and services available for the people.AnswerA.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. These niches intended them the underserved and unserved market which was composed of the commuters of the MRT-LRT stations with 500, 000 aver get along with commuters per day, even greater than its intended capacity. Its a very diversed public which includes students, office clerks, professionals, etcetera who rode trains everyday in their way to school, work, and their destinations. This people were always in a hurry and therefore select no time to read the news. Their age ranges from 18-40 years old.B.There are many management concepts to conduct from. For instance, corecompetency espouses that the troupes assets or strengths be the unit of analysis man assiduity analysis advocates that competition be the unit of analysis. Then there is also market-driven strategy that promotes customers in the essence of strategy while market-driving strategy focuses on underserved and unserved markets as unit of analysis for strategy.A popular concept, no-account Ocean Strategy, is considered a subset of market-driving strategy since it entails two additional requirements, other than new demand, that of creating differentiation and being low-cost. genius critique some contemporary marketing practitioners is that they are actually market-driven strategists, who may not fully see to it the principles, frameworks and concepts of market-driving strategy to grow the brand and the seam long-term, hence, their tools are often short-term, brand switching tactics, designe d to stool market shares.If the companys reward trunk is aligned with desired strategic thinking, then market penetration, in addition to market shares, would have to be imposed by management as fracture of its key chair areas. Without a market-driving strategy, a marketing plan focusing solely on the served market is incomplete as it risks losing the underserved or unserved markets, many times, even bigger than the current served customers.In Mansmith and Fielders Inc., market-driving strategy is throttled as embracing innovative sorts in the logic of industry and business trunk to grow its mesh and industrys demand from underserved and unserved markets. The goal is not incremental but strategic growth and has trinity different levels level 1 is some a major sort in economic value marriage proposal more than a major change in business system level 2 is about a major change in business system more than a major change in value proposition while level 3 is about a major change in value proposition coupled with a major change in business system.Selecta ice cream by Walls is an example of level 1 market-driving strategy. Selecta is the dominant brand of ice cream in the Philippines, but it was not so a few years ago, as it was neck-to-neck with Nestle. Problematic with declining industry demand, the marketers went on to ask mothers whatthey care to serve during birthdays and what they actually served. The result of their insighting led them to launch Selectas 3-in-1 ice cream, combining three of the favorite ice cream flavors in a tub at an affordable price. With this Brobdingnagian success that ejected around shrinking industry demand, they even extended to four flavors with 3-in-1 plus 1, wanting(p) to own the term 3-in-1. Meantime, Nestle was not able to immediately respond with the new value proposition of Selecta, as they did not have the technology to do 3-in-1.Mothers were happy they were able to serve what they really liked to serve, chi ldren were happy with each of their favorite flavors, while fathers were happy too with a cost-saving solution, improving not good companys sales but also industry demand in the process, attracting many move customers to return. Waters Philippines is an example of level 2 market-driving strategies where there is a major change in the business system more than the value proposition. (Disclaimer Waters Philippines is owned by the author.) It markets Waters Bio Mineral Pot, a grant home water purifiermineralizeralkaline maker that is attraction in its segment. Waters used to be exchange in appliance and other retail stores on cash basis in the late 80s and aboriginal 90s however, its growth was constrained with its inability to explain the product features and benefits of the high end products in stores.This led to stores requiring them to go on promotional sale, with the additional problem of the fixed cost of hiring its own promo girls and the automatic termination of these pro mo girls in five months just when their competency is peaking. Waters then decided to create its own independent grade sales force who were able to go direct to the customers (instead of waiting for them to go to the retail stores) to promote the product, indorse with installment plans that nearly matches what consumers typi blackguardy pay monthly for water delivered by their water refill stations. The installment plans allowed more affordability for the consumers while enhancing the business opportunity for its sales network. Today, Waters Philippines is expanding to Indonesia to tap into a bigger combine market.Inquirer Libre is an example of level 3 market-driving strategy, which saw a major change in value proposition coupled with a major change in business system. As the leading broadsheet in the Philippines, Inquirer wanted to broaden its readership base to include younger consumers, so in November2001, it launched Inquirer Libre. The Inquirers mother brand gave the new t abloid-size newspaper immediate credibility among its train riders. Libre (meaning free in English) is a complimentary morn daily that is heavy in entertainment and with a tummy of light, human interest articles designed to be read in 15 minutes. or else of selling the newspaper, it gave away Libre for free.Instead of tapping newspaper dealers, it went straight to consumers by way of self-service pick-up stations, hence, avoiding traditional trade margins and sales returns (after all, its a free paper). Instead of showing half in the buff women targeting blue-collar workers, it decided to be a wholesome paper targeting the young white-collar workers. Hence, instead of the usual readers in their 30s to 40s, Libre readers are mostly in their 20s not known to be newspaper buyers. This is an example of category point-of-entry marketing that will eventually turn some of the current Libre readers to broadsheet readers in the future. As can be seen from above, the three levels of marke t-driving strategy attend companies think strategically, looking beyond the value proposition to include their value chaininstead of patently being better, it strives to innovate by being different.C.Many tabloids in the country have been operating for a long time on a formula of scandalous attention-grabbing headlines and photos of sexy girls on the front pageboy. 1 tabloid, Inquirer Libre, decided to take a different route. Using market-driving strategies,Inquirer Libre presented its product differently while targeting a new market. As explained by marketing guru Josiah Go of Mansmith and Fielders, Inc., market-driving strategies, the latest buzzword in market orientation, call for a breaking of the rules and changing the value proposition or business system or two to grow profit and demand from new and marginal customers. (See previous post here.) Inquirer Libre is a morning tabloid featuring short news and feature articles that can be read in 15 minutes. However, Go points out that unlike the other tabloids, it is given for free at MRT stations. There are no photos of naked women the total package is wholesome.The target market consists of office people in their 20s and 30s on their way to work. Instead of tapping thetraditional newspaper dealers, Libres new channel is in the various train stations. This means no dealer trade margin and no sales returns, says Go. Inquirer Libre also has a classified ads page that runs every Thursday, a new reason for the target market to read it. As a result of the market-driving strategies (give it out for free, go wholesome, go direct to the market at train stations, offer classifieds), Inquirer Libre is the leading free tabloid in Metro Manila and hit its ROI fast. Are you looking for a way to survive the cut-throat competition? Market-driving strategies may be the answer.A TOTAL of threethat was the number of enrollees R. A. Gapuz Review revolve about (RAGRC) had back in 1994 when they opened, offering review cla sses for those taking government board exams. But this did not reject founder Ray Gapuz from persevering in his then newly established business. Nowadays, their number of enrollees are in the thousands, so much so, that review and coaching sessions have to be scheduled in hotel ballrooms, mall cinemas and even big events places such as the Philippine International Convention Center and Araneta Coliseum. And get thisreview classes are also beamed via satellite to other venues in the country. Of naturally, online review courses are also offered. Today RAGRC is the market leader among nursing review centers, getting the lions share of 40 percent of the market among 55 documented review centers, according to its website.Just how did RAGRC succeed? Josiah Go, marketing guru and chairman of Mansmith and Fielders, Inc., points to market-driving strategies applied by the company. Market-driving strategies define how a firm will embrace innovative changes in the industry logic and business system to grow its profit and industrys demand from marginal and non-customers, says Go. To do this, innovations may be enforced in the value proposition (what the company may offer customers), the business system, or both. Here are steps RAGRC took to succeed 1. Give a new value proposition by Offering an intensive 10-day review course at 8 hours a day aside from the traditional 6-month review course at 3 times a week.The shorter review course allows nursing graduates to find work while providing RAGRC faster turnaround. Holding review classes in hotels and malls instead of cramped classrooms. Presenting the curriculum according to diseases regardless of age to remove any duplication encountered when doingit by specialization. This is well appreciated by the reviewees. 2. Innovate the business system by Going high tech and livening up review classes by holding it game show style and offering stimulating card games as reinforcement. This prevents boredom from setting in. Marke t-driving strategies are all about changing the rules of the game in order to attract new demand. They may just be what your company needs to be profitable and stay profitable. Josiah Go is conducting a seminar dubbed Market-Driving Strategies Executive Workout on June 25-26 in Makati City and on July 14-15 in Cebu City. E-mail infomansmith.net for details.