Assistant Manager

Education 2 72% University or above Geographic HECK Island , Central, TTS Commercial Areas kickoff The Hong Kong canvass Bureau of Circulations Ltd & Nielsen Media Index HECK Year-End Report 2012 Demographic consort to the character reference from HACK Ltd and Nielsen Media Index HECK Year-End Report in 2012, 70% of readers smasher into the age range between 30-49 historic period old. It means that the readers ar utilize to read scalawag face discussionpaper. They argon loyal to varlet for individualised reading interest or business insight.For education background, 72% of readers has university alum or above so that they ar well-educated, repressions and in senior position. The readers argon leading to pay the highschooler expenditure to get flavor hots instead of openhanded paper publisher. The readers under 29 years or at a lower place is only 19% of the total market. Geographic monkey circulates the print via channel like newspaper stores and well-of f stores. Most of the circulation gain from HECK Island, Central, TTS & new(prenominal) commercial message atomic n coffee bean 18as.As ethnicity was 57% of Non-Chinese and 43% of Chinese, it reflects most of the readers ar exoticers. Demographic & Geographic are presenting the similar data which means the result would be more truthfully and specifically. Most SCAMP readers are of premium social status such as Managers, Executives and Professionals for self-use etc. For incorpo trampd customers, company size with over 50 staff or global firms, the subscription of SCAMP is a corporate image. They are frequent and loyal users regard little of the higher subscription impairment.Also schools, universities, Government, financial & banking clients are the occupy consumers. Behavioral SCAMP bases on different consumers desires to provide the following merchandising plan. 0 Monday Friday, corporate and stable readers, regularly Sunday leisure day, less demand, no corporate Satur day is more popular for stage business attempters for The Classified chain armour Company At least one copy of SCAMP routine 2. 2 Targeting The can customers are divided into B to C (Business to Consumer) and B to B (Business to Business) models.B to C (Business to Consumer) For consumer market, readers are decision makers, Government officers, Coos, senior executives, scholars, professionals, university students, and Westerners. Their median(a) income be farsighteds to high income group (40% Monthly Household Income HECK $70,000 or above). They hold high spending power. tune seekers who go to for tonus arrears employers and better salary offers get out search the Jobs from Classified Post. The employers / recruitment agents who look for quality staff go away place advertising on Classified Post to recruit their staff.Besides, the consumers look for news with highest creditability and they are very loyal to SCAMP. B to B (Business to Business) For corporate customers lik e multi-national companies, they are very loyal to SCAMP and purchase at least one print in the office on a daily basis for company image or quote SCAMP news as educational reference and or use publish statistics in their business reports. For primary, secondary and university students, Education Bureau encourage students to plunk for SCAMP newspaper to pick up their reading hobby. Undeniably, SCAMP is the leader of HECK slope newspaper. . 3 Positioning SCAMP mission is As we endure forward in these rapidly changing times, can be summed up in three words Aspiration, Connection and Trust. Aspiration We deliver observe and quality to our customers by enhancing knowledge. Connection We bridge Hong Kong, China and the rest of the world, and we actively engage in these communities. Trust We give grow with the region as the trusted littoral on China. Being market leader in English newspaper, SCAMP won 11 awards in 2013, the Top shekels of Society of Publishers in Asia Editorial Aw ard 2013.SCAMP gained the 1st ranking of utmostest believability in Hong Kong newspaper market tally to the survey conducted by center of attention for Communication Research of Chinese University (2011). SCAMP is consistently striving to seek ways to retain its market leader position in English newspaper market since 1903 and keeping the high warning in newspaper contents with highest credibility so that its readers are very loyal to SCAMP. 3. merchandise Mix The marketing melt is a business tool employ to execute the market strategy into practical business activity.Our team is study focus on newspaper business South China break of the day Post (SCAMP) an English Newspaper, retail selling price is HECK$9 from Monday to Saturday HECK$II for Sunday Morning Post. The most important value of the newspaper is Fair, Fact, Credibility, and justness it is why SCAMP can be the market leader and long lasting Product is the tangible or intangible goods or work and how it can rece ive consumers needs and wants. Products fall in different life cycle, it will grow, mature and eventually decline and phrase out.Therefore, SCAMP has carried various ingathering mix in order to extend the product line to prepare the income and maintain the growth of the business. Apart from printed copy, it has added digital subscription from 2010 as Internet and Smartened beat more common and popular. They have changed the reading habit of the whole world. Besides, agile APS application has been added in 2012. Subscribers are Job seekers who expect to find quality Jobs from the newspapers. On the other hand, it attracts employers or recruitment/hiring agents to post the recruitment advertising on the newspaper.It is an important platform for Job seekers, employers and recruitment agents. Pricing is the carry through of backdrop a price for a product or discount. The price needs not be monetary it can simply be what is exchanged for the product or services. SCAMP is carrying premium pricing strategy. From circulation training, its target customers are well-educated and belong to the group of middle to high income. They are less sensitive (inelastic of demand) to commodity items like food and newspapers. Buying a newspaper at $9/$10 is not a headache to them.On contrast, Chinese newspaper segment is large and very sensitive to centime change on pricing, hush fire newspaper is popular in the market Premium pricing likewise represents the readers prestigious status and quality. High credibility is the most important thing to them. Apart from newspaper revenue, advertisement is one of the major income streams in SCAMP. It also charges the customers higher advertising price for posting recruitment advertisement if comparing to Recruit, Jobs. It tells the customers that its readers possess good quality when they are looking for their companies.If the customers want to recruit tribe with high quality and capability, SCAMP is the only choice. Place (or distribution) It is how to deliver the goods or service to the customer. For printed newspaper, Scamps retail channels will be news stand or convenient store e. G. 7-11 . In HECK, TTS, Central and HECK Island, due to business and commercial centers are gathered with numerous westerners coming from different countries. Hence, the circulation of printed copy in these districts is the most. For digital subscription, it is via internet or mobile app.Promotion It includes various methods of promoting the product, brand, or company including advertising, gross sales promotion, publicity, PR, direct marketing, digital arresting, sponsorship, personal selling. Despite SCAMP is a media, it also needs to promote its business. Apart from putting advertisement on its hold newspaper and website, SCAMP needs to promote its product via different channels. the true discount to customer Offer discount to loyalty readers, employers and recruitment agents who has tender its newspaper for a long period of time. SCAMP wins numerous dangerous Word-of-Mouth in this industry.It wins 11 awards gets the highest ranking in credibility in the HECK newspaper. E. G. Edward Snowmen fair selected SCAMP it has shown its newspaper has high integrity to the public. It also Joins Job Exhibition Fair, Trade Fair, and Seminar to broaden its exposure to the public. 4. Customer Relationship forethought Firstly, as mobile is the single solidest growing source of digital traffic, SCAMP continue to its existing digital offerings with new products such as SCAMP News Pulse, new phone app to enhance the relations with the customers, especially among younger generation.Secondly, if the customers have subscribed to the members of Classified Post, they can search their Jobs according to their requirements. The Classified Post (CUP) will keep customers C.V. and personal information in a highly secured way. Then, CUP provides Job Alert e-newsletter and course/self-enhancement information to subscribe rs emails based on subscribers, particular information. This would create a strong attach relationship between SCAMP and its readers. 5. Market Analysis 5. Circulation Source The Hong Kong examine Bureau of Circulations Ltd Cover price for SCAMP annexd by $1 to $9 since January this year. The online subscription fee for scamp. Com has also accessiond in late June 2013. 2013-2015 According to the source from the Hong Kong examine Bureau of Circulations Ltd, the daily circulation of SCAMP is around 100,860 to 107,629 from 2009 to the source half of 013. The daily circulation is very stable within this period. But the circulation mix was changed once digital version was launched in the first half of 2010. In 2009, the daily circulation was solely print version.Once digital version was launched, it commenced to grow from 3363 in the 1st half of 2010 to 18,149 in the 1st half of 2013. The growth rate of circulation in digital version is 6 times in 3 years. There was a slight drop f rom 100,860 to 88,776 for print version from 2010 to 2013. This implies the fast growing popularity of phone affect the habit of readers and there is growing rend in digital version in the future. Michael Porters 5 forces 1. Bargaining indicant of Paper Suppliers Due to the cost of paper material increases, the paper suppliers will transfer the incremental cost to SCAMP.It is under great pressure to increase the price of the newspaper print. 2. Bargaining Power of Customers Customers have little transposition cost to read other newspapers. Besides, free digital version is offered by HECK Standard. 3. Threat of New Entrants There are many English newspapers go in HECK market like China Daily and Wall driveway Institute which provide free newspapers at some selected estates. . Threat of substitute(a) Products Due to growing popularity of phone, the customers have been changing their habits of reading newspapers.Digital version or mobile APS to access the updated newspapers c reate tremendous treat to the traditional newspaper industry. 5. Competitive Rivalry Within An Industry The major competitors, HECK Standard is precipitously offering 200,000 free tabloid newspapers distributed in different districts on a daily basis as well as providing free digital version to their readers. Competitor Analysis The Standard is doing the same as SCAMP to provide English newspaper print, digital erosion and Job intrusive function.The Standard has changed to a free newspaper since September 2007. On the other hand, it provides different levels of subscription discounts, which include digital subscription only and print plus digital version subscription. It also offers corporate digital subscription which go aways multi-reader access to the digital version. The subscriptions allow readers to access their online and tablet content unlimitedly. We have made a simile table between SCAMP and The Standard so that we can have more understanding of the keen competition i n the newspaper industry.Comparison of SCAMP and The Standard SCAMP The standard price $9 Free (1st free newspaper since 2007) Digital Version Yes Yes Daily circulation Format Black & white, standard size Full-color, Tabloid Functions Archive news up to 10 years Archive news up to 1 year *HACK Audit July-DCE 2012 ** The Standard official website Strength Diversified information SCAMP has publish diversified information. It includes the information of current issues, information of sports, property, finance, lifestyle. Also, it encloses Classified Post for Job seekers Young Post and Education Post for student subscribers. Market leaderThere are not much English newspapers being published in Hong Kong. The major competitor is The Standard. The competition is not keen. Thus, SCAMP is the market leader among English newspapers. Sustained demand SCAMP targets high-educated customers. Usually, they earn more, they can afford more. Also, those NC corporations, universities and foreign res idents all have regular subscriptions. There is sustainable demand. Weakness increase staff & production cost Source SCAMP Group 2013 temporary report Extract of Income statement Staff and production costs have change magnitude for about HECK$48. Million and HECK$3. Lion respectively. It is mainly due to the increase in headcount and SCAMP Group has included the production of ELL on 2013. It decreases the net profit. Less popular in HECK It costs HECK$9, which is the most pricey newspaper in Hong Kong. Also, its bulky in size. Its inconvenient for readers to carry it around. Moreover, it cannot satisfy those non-English readers. It cannot become a popular newspaper in Hong Kong. Subscription for unlimited digital access If readers want to have unlimited access on digital access, they are obliged to subscribe by money. However, other Hong Kong newspapers, including TheStandard, are free of charge on digital version. It may hinder the increase of digital readers as they may prefer choosing free information. Shares have been suspended transaction Its shares have been suspended trading in HECK stock market since 26 February 2013. SCAMP is a listed company in Hong Kong, however, its percentage of public brag confidence on the investment and the public image of SCAMP has been affected. prospect Increases on demand Source HECK Census and Statistics Department (HACKS) website Population statistics Source HECK Census and Statistics Department (HACKS) website Foreign companiesThe above statistics has shown that HECK population has kept rising since mid of 2010 to 7,KICK in the mid of 2013. It has also shown that the number of foreign companies setting up local offices in HECK has increased. There is an opportunity for SCAMP to mother more readers from the growth of population and foreign corporations. Hong Kong Government has promoted post-secondary education since the past tense decade. The below 2 tables have shown that there has been an increasing trend fo r people had Post-secondary education nowadays The demand of English-language newspaper has been increasing with the rising umber of high educated people.Expand new market It can expand new market by the advancement of technology on digital version, for sheath Southern China as there has been an economic growth in China in the recent years. Threats Keener advertisement added competition The Government has increased 2 new free licensed TV. The advertisement companies have 2 more advertising channels, so there would be keener competition. Decreasing newspaper revenue Source SCAMP Group 2013 Interim report gross from newspaper has been decreased for near HECK$5 million for the 2 meantime periods. It indicates less people are willing to buy newspaper.