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