Wheels magazine, specialty products, consumers
Bauer media Group Company in Australia publishes Wheels automotive magazine monthly. The magazine is widely read by Australia car enthusiast's (Bulmer 2008) .The main competitors for the magazine are Motor magazine and 4x4 magazine companies. Though both magazines are published by the same publisher, they are competitors since the wheels magazine majors on all the available cars while Motor major in performance cars and 4x4 magazine majors on off-roading wheels. The wheels magazine was founded in 1953 by editor Athol Yeomans since then the company has grown every year, producing articles of cars and motorcycles and always announced their car of the year award. The recent report suggests that wheels magazine is likely to have decreased in over 1.4% (IBIS world) revenue due to high technology that has resulted in competition.
The wheels have consistently aimed for a broader appeal to clients. The market is segmented using behavioral segmentation using target segments as user status and usage rate and buyer readiness state that is; targets as ex users, on-users and potential users. Usage rates are segmented into light and heavy user groups. Readiness segmentation will target on how aware are the consumers. The wheels magazine product classified as specialty products, and later in the three product levels that is the core, the actual and the augmented level. Due to increased competition the wheels magazine should provide after sales services like packaging and door delivery in order to curb this competition. The company should publish a variety of cars in the wheels magazine to make it remain outstanding in the market and widen the market.
[...] The recent report suggests that wheels magazine is likely to have decreased in over (IBIS world) revenue due to high technology that has resulted in competition. The wheels have consistently aimed for a broader appeal to clients. The market is segmented using behavioral segmentation using target segments as user status and usage rate and buyer readiness state that is; targets as ex users, on-users and potential users. Usage rates are segmented into light and heavy user groups. Readiness segmentation will target on how aware are the consumers. [...]
[...] Marketing coverage strategies. Stan M. (2008). [...]
[...] Segmentation covers the all the clients of the wheels magazine Limitations of the report. The report does not entirely show its reliability by either carrying out a pilot study before the actual report is done Target segmentation 2.1 Segmentation It is a marketing tactic that includes dividing a wide target market to small subsets of consumers with the same needs and priorities, and later to targeting them by creating and implementing the marketing strategies. In the wheels magazine report the major bases of segmentation is behavioral where the market is segmented into two segments depending on either benefits sought or loyalty status. [...]
[...] Most consumers for the wheels magazines are an enthusiast of the wheels. The ability of individuals to buy magazine depends on the desire for the wheels which is depended on social class and lifestyle. Using behavioral segmentation the report focuses on loyalty segment and specifically highly loyal segment. The wheels magazine intends to focus on its loyal consumer from the market before. Most readers are enthusiasts of the wheels so most of them use the magazines as a social need. [...]
[...] It keeps inspiring and informing clients on the available wheels in the market their price and features. It saves time and money meant for inquiries about wheels. The product is actual in that wheels magazine is a tangible and physical product. This is important in that you can read the headlines of the article from the outer cover before you can buy. In that they are tangible. The actual product is what the clients would think of after looking at the general cover page of the magazine. At the Augmented level of the product. [...]
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