Marketing Strategy Of The Times Marketing Essay

Marketing Strategy Of The Times Marketing Essay Times Newspapers Limiteds The Times is one of the most famous newspapers based in the United Kingdom with 692,581 copies in circulation per day. The name of Times is not confined to the United Kingdom but is also a big name in the international newspaper industry. Many countries have newspapers published with the name of Times, such as New York Times, Times of India etc. The Times is published daily, with a special publication of Sunday Times. Its fame is always on the go. Recently, due the massive change in the global newspaper industry, where readers are switching to more interactive and internet based news broadcasts, The Times may have had its blow in terms of sales initially, but it has managed to survive very profitability. With leading newspapers such as The Economist, catching readers tremendously with new and improved marketing strategies, The Times has its own winning strategies. How is it coping up with this change? The marketing managers of the Times have devised a strate gy where the design, the look, the appeal of the newspaper has been changed so as to deal with intense competition, and changing readers preferences whilst bringing about increased revenue. This marketing strategy is backed with extensive marketing research to incorporate proper information in to it, and also takes into account the global context. The marketing strategy to renovate the newspapers very much deals with its e-business strategies. Overview of Newsweeks Marketing Strategy Marketing strategy is the game plan to achieve the marketing objectives as devised by the marketing manager. This game plan comprises the mission, marketing objectives, financial objectives, target markets, the positioning, the marketing mix and the information gathered through marketing research. (Donald, 1992) Mission: The Times mission to keep news circulating in an interactive way, to keep up with the real times, and maintain its strong readership throughout UK with its regular issues and throughout the world with its websites. (Times, 2009) Marketing Objectives: To narrow it down further, its marketing objectives are: To achieve higher sales To increase circulation To increase market penetration Financial Objectives: The financial objectives behind the marketing strategy are: To increase profit margin Target Markets: The Times target market is A smaller group of an elite audience who prefer quality over price. Web users to prefer to get the news on one click. Critical thinkers who want information on a wide variety of subjects. And most importantly the business people. Positioning: The Times positions itself as a thought leader in the world of journalism so that the readers jump on to the latest editions of the Times before any other having a firm impression that The Times will be covering the best news. It is a high-end newspaper which sells commentary, reports and articles that are in-depth, elaborative, interesting and reader-friendly. (Hrichorn, 2009) Strategies: How is The Times going to achieve all of this? Through three main things: Content, Layout and Advertisements. Firstly, The Times keeps a firm focus on its profound glory of original reporting in its publication, with the editorial policy that focuses on rich and fair content. This is backed by the implementation of a new and improved business models in the entire organisation. The newspaper emphasizes more on narrative reporting, and deviate from the news where the paper does not have any original piece of its own to add to. (Hrichorn, 2009) It adds a provocative element in journalism to outrage the readers, through well structured, well presented and strong opinionated articles. Its famous writers contribute articles on the hottest topics of the modern world that the readers are just dying to read. Secondly, The Times timely changes its design and redesigns through employing creativity and innovation. The purpose of the redesigns are to make the newspaper more appealing, more modern, classy, entertaining and reader friendly. The new layout contains sections on, brief news reports, essays and detailed opinioned reports, special features and reports on cultures. The Website Times Online features, online articles as well as an archive of all the in print articles. (Times, 2009) High quality paper is being used for printing the newspaper, so that readers can feel the fine class of the newspaper as soon as they take it in their hand. (Times, 2009) The marketing team of The Times tries to keep the original DNA of the newspaper intact, by just updating it and not changing it altogether. Finally, Times focuses on gaining advertisers and traffic on its website. Advertisers, too, are more inclined towards targeted audiences. The Times newspaper is focusing on a more affluent, high-taste, and deep audience, and the advertisers will be giving ads for just this small group. Whereas, there are separate advertisers for the different groups the newspaper targets. The purpose is to increase sales revenue in its target markets. Marketing Mix Product: The Times has the following product features: An attractive layout design Various sections, with rich content High-quality paper Targeted advertisements Price The Times is charged 90p every day, but 30p for students and  £1.50 on the weekends.. Distribution The distribution of The times, is in selection university shops, all business locations, and several newsstands all throughout UK. To summarise The Times marketing strategy focuses on its content, higher-quality paper and a more elite audience and to become a thought leader all in an attempt to achieve sustainability in the world of journalism with an increase in price. (Hischorn, 2009) Use of Marketing Research Information in the Marketing Strategy Marketing research is the systematic design, collection, analysis, and reporting data and findings relevant to a specific marketing situation facing the company (Kotler, 2006). The Marketing Research is a detailed process, which is very crucial to developing a sound and effective marketing strategy. In fact, it is the first step when planning to develop a marketing strategy. The marketing research process includes: Define the problem, he decision alternatives, and the research objectives Develop the Research Plan Collect the information Analyse the information Present the information Making the decision Before devising the marketing strategy for the re-launch of The Times Newspaper, the marketing team had conducted a detailed marketing research that became the foundation of the whole campaign. Research Objectives The marketing research objectives of the marketing team were to: Find out the reason why the sales of the newspaper were declining; The global conditions of the newspaper industry; The reader preferences; Analyse competitors strengths; and Search market segments unexploited by another newspaper as yet; Presenting the information of the research, analysing it and then making the decision based on them is the most crucial element of the marketing research, though the other elements also hold their respective worth. Research Findings So what did the market researchers find out? Following were some of the things that caught immediate attention of the marketing manager of The Times: The Times before 1988 was only known for celebrity and entertainment news. (Times, 2009) The newspaper had been getting fewer ads, which were on the decline of 11.7 percent as recorded by Publishers Information Bureau. This showed that the future was in red. This reduced the revenue per ad thus, affecting the overall profit of the newspaper The reason for this decline was the drastic economic affect upon the advertisers, the vast audience for which the ads were targeted to, was not working too well, and lastly, the falling quality of the newspaper was discouraging the advertisers to place ads in it repeatedly. (Richard, 2009) The newspaper was targeting mediocre readers whose curiosity for news was nonetheless for the sake of knowing things. This audience does not exist anymore. (Hrichorn, 2009) Internet has changed the news reading concept with online journals available at a mouse-click, readers now prefer to go to more catchy, speedy, and interactive delivery of news than having going through user-unfriendly layout of newspapers. Several websites serving to provide the juiciest and fasted news such as The Huffington Post, Yahoo headlines and Politico.com are changing the readership of news scenario. (Richard, 2009) As for the international scenario, more focus is towards, localizing the imprint rather than producing on the basis of mass-customization. And the need is for more fast, rich The rising newspapers of today, like The Economist are exploiting niches in the newspaper market, and focus on their quality more. They are also engaged in online journalism and are attracting readers through impressive and attractive web pages and easy navigation. (Hrichorn, 2009) Although there is abundance of information available for journalists to make use of in their articles and essay, they seldom present a proper insight in their writing. Readers want less of celebrity news, which is splattered across almost every newspaper. Research Conclusions The marketing research findings lead the marketing manager to conclude the following things that were to be incorporated in the newspaper: Times needed to clearly define its target audience and move to a more sensible and serious genre which reflected its foundation. (Times, 2009) The newspaper was in need of gaining new ads, which were not mass- targeted; Improve the print and web layout of the newspaper to appeal to the changing readers preferences; Make the content richer in terms of in-depth essays and world-wide appeal; Target a small segment; Include articles that are related to more serious issues. Enrich the online version. Therefore, with these conclusions the marketing strategy for the re-launch of the newspaper took its roots and sprung up. Effects of the Global Context in the Marketing Strategy Marketing has a lot to do with the international market. Marketers of multinational businesses detect the changes in the international market, and bring about innovation in meeting demands. Where, the international businesses bring about changes, the local businesses suffer from the consequences in the form of changed customer preferences. They get compelled to develop new marketing strategies to deal with this situation. All in all, all the businesses let it be local or international have to deal with global changes. (Kevin, 2000) What changes were there for Times to deal with? First was the international change in the readers preferences. This change was a move towards interactivity in reading from the plain text layout of the conventional newspapers. Second, was the preference towards accessibility and speed. The Times sales were greatly being affected because of this. To cope up with this, the marketing strategy was devised around redesigning the layout and the content of the newspaper. Other than the content, the inclusion of various sections in the newspaper and the website were mainly because of the changing preferences of the readers. Also, a special feature to create your own profile on the website of The Times, was something very new and a strategy to compete with the international market. E-Business Strategy Incorporated in the Marketing Strategy The Times e-business strategy involved increasing readership on its website. So the marketing strategy was kept in line with this. As part of the marketing strategy of the newspaper, was to redesign the web page. The marketing research showed that more and more readers prefer to read online now so redesigning the online layout was essential. Few things were kept in mind: the design was to be so that the readers would find easy navigation through the various interesting articles, there had to be proper illustration along with the news articles, and most importantly, a proper space for user access. What did that mean? The new e-business strategy of the newspaper was to increase reader involvement in the newspaper. So to achieve this, the designing was done so that the website contained a mix of the newspapers own content created by its expert writers and the content posted by the readers. The Times allows reader interactivity to maintain traffic on the website, through a section called comments. (Orienwell, 2009) The marketers found out that readers have accounts of social networking websites like Twitter and Facebook, so the Times sought alliance from these websites, offering the link to its website and allowing readers to comment on articles through Twitter and Facebook. To gain revenue through online operations, advertisements are encouraged for posting on the website and online subscriptions are offered. The Times e-business strategies are to exploit online journalism to the maximum. And its marketing strategy is devised keeping in mind this very important element. New Product Marketing Strategy The Times can offer an online and print supplement of The Times Youth, for the age- group of 18- 25. This is the segment that is least exploited by the competitors of The Times. This segment includes the college graduates, who will the be the leading entrepreneurs, and are just looking to indulge in the changing world, are seeking opportunities to exploit, are waiting to bring change themselves, and have a lot to say about the current situations. Mission: To develop a magazine for the youth who are ready to become the leading entrepreneurs of tomorrow and increaser market share of the newspaper through this. Marketing Objectives: To narrow it down further, its marketing objectives would be: To achieve sales To increase circulation To increase market penetration Financial Objectives: The financial objectives behind the marketing strategy would be: To increase profit margin To cover up the market research expenditure in the minimum time after the re launch. Target Markets: The target market would be the youth between 18-25 who is: Energetic; Business-minded; Political minded; and Change oriented. Positioning: The Magazine is to be a one-of-a-kind youth motivator to bring change in the business world and in the society. Strategies: The strategies could include: Creating word-of-mouth awareness of the magazine; and Catching readers from blogs and viral advertising. Marketing Mix Product: The Times Youth magazine will have sections on, business, politics, society and youth issues. Price The price would range from 20p to 25p. Distribution The limited distribution would be in colleges and Universities, and campus residents. Conclusion The Times executives are sure in the near future the newspaper will be able to achieve profitability with its top-notch marketing strategies that ensure maximum returns. As much as the marketing strategy boosts up sales, the future of the newspaper industry still poses a threat to the old lasting newspapers who have so far had their share in fame. Internet continues to threaten the way the news is being delivered, through the ever changing readers tastes and the need it brings for faster and better. More and more online publications are being developed each day as online journalism continues to exploit readers. Blogs and social networking sites are taking the lead. Future looks more reader-oriented with more and more reader participation and less and less imposition of news from reports. The internet has made readers more opinionated so the newspapers have to watch out. (Orienwell, 2009)

Topic

One of the reasons is the increase in accessibility of formula. Breastfeeding rates declined sharply because of the widespread belief that pastured cows milk eliminated the differences between human and cow's milk feeding' (Wolf 2003 [as cited in DAD, 2009]). Many organizations are in support and promote breastfeeding for example, Center for Disease Control and Healthy people with goals Of increasing the rate of breastfeeding mothers. Multiple benefits result from breastfeeding for both infant and mother.The DAD (2009) list multiple benefits; for example, bonding between mother and infant, essential trident, immunity properties, decrease in allergies and other intolerance's, decrease in sudden infant death and long term affect of decrease in type 1 and 2 diabetes, heart disease, obesity and high cholesterol. There are also positive effects for the mother. For example, low risk in chronic diseases and other physical benefits as well as financial. The benefits are overwhelming for both mother and infant. In regards to benefits to society, according to the U.S Department of Health and Human Services (2014), breast-feeding can reduce infant mortality, less medical cost, more productive work force and good for the environment. It is our responsibility to assist and educate new mothers on the benefits by promoting and encouraging short term and long-term benefits of breastfeeding for both mother and infant (DAD, 2009). In order to provide effective teaching to a new mother, I must take into consideration the health literacy of the mother and any cultural beliefs she may have. The educational approach must be culturally sensitive and set in an environment that is conducive to learning.An assessment made on preferred learning can assist the new mom in adhering to breastfeeding and setting aside any misconceptions, she may have. I would involve the mom and family with creating short and long-term goals and implementing strategies. This article is an excellent article th at provides all the benefits for both her and her infant. An excellent resource to provide this new mom with up to date information is La Lech League. This website provides information on techniques, other resources, publications and tips on breastfeeding.

The Easy Us Foriegn Policy Essay Topics Stories

The Easy Us Foriegn Policy Essay Topics Stories Public policy essays might prove to be valuable to those individuals who are searching for information on the state operations and values. Foreign relations continue to be important to the identity of the usa just as they were previously. Containment was initially formed at the conclusion of WWII, in order to get rid of Communist influences from Eastern Europe. Foreign policy is also known as the global relations policy. Top Easy Us Foriegn Policy Essay Topics Choices All things considered, you can observe that writing a persuasive essay isn't a brain surgery. If you opt to be an independent essay writer, you can expect the exact same. The primary purpose of writing an argumentative essay is to understand how to convince individuals to modify their perception of things they strongly believe in. If as you are preparing a report you just analyze specific literature, the essay demands a superb penetration into the issue. In this kind of situation, it's more convenient to discover ready-made essays and use them as an example. There are five forms of argumentative essays. There are three kinds of argumentative essays. Don't hesitate to browse through our sample topics to find some inspiration. Sure, you may have a particular topic assigned to you. Pick a topic that you're passionate about. Deciding on a topic for an essay is an essential part of any sort of essay. Still, figuring out the ideal topic for your essay isn't your only concern for a student. Thus, the economy is impacted by the access to trade. Based on the status of America's relationship with a different country the foreign policy will affect the foreign policy, trading will affect the policy, the economy will affect the policy, and the agreements that could be produced between alliance countries will impact the conditions of the foreign policy. This caused an international crisis because the America's economy is the backbone of the majority of nations on the planet. This caused a crisis in the charge card business along with the mortgage crisis. Deciding on the most suitable topic for a persuasive speech is occasionally not such an easy matter to do as it might seem. Even in the event that you seek for assistance from a specialist, make sure they speak about something which will sound better while presenting your argument. Whatever the case, it's always a better idea to work with a topic that is very close to you and that you are in possession of a genuine interest in, rather than just picking a random topic. If you aren't completely sure what things to write about, it is an excellent concept to brainstorm. Normally, having three big arguments to show your point is sufficient for a convincing paper. Based on the kinds of policies, there are numerous policy essays you can write about. A topic is very good only as long as you've got enough materials that you are able to utilize to develop an interesting and fact-rich paper. Learning There are plenty of techniques and approaches to learning and grasping the exact materials. If you're stuck writing the paper, they will be pleased to undertake the responsibility and beat your deadline at a rather pocket-friendly price. It is critical to know to know the entire process of decision. It's even worse in the event that you have to beat a tough deadline and must work on other assignments. Initiate a self-regulatory policy for those media. When discussing gender equality topics, it's vital to follow certain rules not to abuse a specific sort of readers. If not one of these topics interest you, you can discover other suitable topics by employing the next simple tips. These topics are meant to help students identify some helpful sources. Attempt to be creative and produce original topics. The analysis places a specific concentrate on the period after 2003. Political science is just one of the broadest subjects because it includes many theories, ideas, and concepts. Therefore, students who study industry and other relevant subjects may be interested in writing on a number of the next topics. General information Students that are new to the topic of social studies need to be ready for in-depth education at their initial lessons.

The Scope and Health of the African Rainforest

The vast African rainforest stretches across much of the central African continent, encompassing the following countries in its woods: Benin, Burkina Faso, Burundi, Central African Republic, Comoros, Congo, Cote dIvoire (Ivory Coast),  Democratic Republic of Congo, Equatorial Guinea, Ethiopia, Gabon, Gambia, Guinea, Guinea-Bissau, Liberia,  Ã¢â‚¬â€¹Ã¢â‚¬â€¹Mauritania,  Mauritius, Mozambique, Niger,  Nigeria,  Rwanda, Senegal, Sao Tome and Principe, Seychelles, Sierra Leone,  Somalia, Sudan,  Tanzania, Togo,  Uganda, Zambia,  and  Zimbabwe. Degradation Except for the Congo Basin, the tropical rainforests of Africa have been largely depleted by commercial exploitation: logging and conversion for agriculture. In West Africa, nearly 90% of the original rainforest is gone. The remainder is heavily fragmented and in a degraded state, being poorly used. Especially problematic in Africa is desertification and conversion of rainforests to erodible agriculture and grazing lands. To counteract this trend, the World Wildlife Fund and the United Nations have put a number of global initiatives in place. Details About the Rainforests Status By far, the largest number of countries with rainforests are located in one geographical section of the world—the Afrotropical region. The Food and Agricultural Organization of the United Nations (FAO) indicates that these countries,  mainly in West and Central Africa, are mostly poor with populations that live at the subsistence level. Most of the tropical rainforests  of Africa exist in the Congo (Zaire) River Basin, though remnants also are present throughout Western Africa in a sorry state due to the plight of poverty, which encourages subsistence agriculture and firewood harvesting. This realm is dry and seasonal when compared to the other areas, and the outlying portions of this rainforest are steadily becoming a desert. Over 90%  of West Africas original forest has been lost over the last century and only a small part of what remains qualifies as closed forest. Africa lost the highest percentage of rainforests during the 1980s of any other tropical region. During 1990–95 the annual rate of total deforestation in Africa was nearly 1%. In the whole of Africa, for every 28 trees cut down, only one tree is replanted. Challenges and Solutions According to rainforest expert Rhett Butler, who wrote the book A Place Out of Time: Tropical Rainforests and the Perils They Face: The outlook for  the regions rainforests  is not promising. Many countries have agreed in principle to conventions of biodiversity and forest preservation, but in  practice, these concepts of sustainable forestry are not enforced. Most governments lack the funds and technical know-how to make these projects a reality.Funding for most conservation projects comes from foreign sectors and 70-75% of forestry in the region is funded by external resources....Additionally, a population growth rate exceeding 3% annually, combined with the poverty of rural peoples, makes it difficult for the government to control local subsistence clearing and hunting. An economic downturn in important parts of the world has many African nations re-examining their forest product harvesting policies. African and international organizations alike have initiated local programs addressing the sustainable management of rainforests. These programs are showing some potential but have had minimal effect to date. The United Nations is putting some pressure on African governments to abandon tax incentives for practices that encourage deforestation. Ecotourism and bioprospecting  are  believed to have potential as they add much or more value to local economies when compared with wood products.