Term Paper: Marketing of a Singaporean Product

Pages: 15 (3774 words)  ·  Bibliography Sources: 1+  ·  Level: College Senior  ·  Topic: Business  ·  Buy This Paper


[. . .] Segmentation of its markets

The core market for FHM Singapore is, as we have seen, mainly affluent business men, between the ages of 20 and 45. Prior to FHM Singapore's launch, this market was largely untapped within the Singaporean context, and certainly FHM Singapore has opened a floodgate for other publishers to target this sector of Singaporean society. As in many of the European countries in which FHM is issued, prior to the introduction of FHM, men of this age simply did not buy magazines. With the advent of this exciting title, which mixes sex, sexuality, and business, the men's magazine sector took off, rocketed, with many other titles soon springing up, to try and get a share of this valuable, affluent, market. Now, in Singapore, there are five men's magazines, of similar theme, but of the estimated 35,000 sales of all of these magazines in total each month, as we have seen, with 25,000 sales, FHM Singapore is by far and away the most successful of all of these titles: as with many things, the original is the best.

The Target Customers

The FHM dream, and the lifestyle which FHM Singapore promotes, is that of an easy-going, sex-filled, affluent, entrepreneurial dream. The targeted customers for this dream product are therefore affluent men, who are confident in their sexuality, their place in society, and who have made money and who have spare money to throw around, on gadgets, women, cars etc.

The Product/Service Offering

The FHM Singapore magazine is a glossy, heavy-paged magazine, with approximately 100 pages per issue, and usually eight features, concerning subjects such as 'the best way to blow $1,000' or 'the best underwear for your lady' etc. These written features are supplemented with high-quality graphics, and photos, within the features. A significant portion of the magazine is filled with photographic features, of women (usually scantily clad) or of gadgets (hand-held computers, mobile phones etc.), or of cars, luxury apartments etc. A number of pages (usually about 10) are devoted to business news: major international movements, or Singaporean events in the business world etc. The remainder of the magazine is filled with advertising, from advertisers selling luxury products: advertising within the magazine is one of the publishers greatest profit-generators, and as such, as FHM Singapore has been so successful, advertisers clamor to be involved within the body of the magazine, as they themselves, as well as the readers, it seems, have bought in to the image that FHM Singapore is selling.

The Marketing Strategies of the Company

As we have seen, the main marketing aim of FHM Singapore was to become as widely recognized as possible, for the particular brand of lifestyle that they promote. This over-arching strategy, according to the editor, guides all decisions that are made within the title, from design to editorial. The dream, the brand, the lifestyle, that FHM Singapore is selling to its customers, and therefore to its advertisers, is all-important, and this image must be retained at all times, within the title itself, and through any marketing that is carried out for FHM Singapore.

The marketing strategies are therefore very clear: market a lifestyle choice, and market it single-mindedly, and aggressively, to readers and advertisers alike. At first, this entailed marketing FHM Singapore as a glorious novelty, which to some extent is continued to this day, but which developed, subtly, in to a more refined marketing plan, to ingratiate the aims and image of FHM Singapore on to readers and advertisers, by using the shock advertising, to say 'look, sex and sexuality are OK, they are necessary, they are useful'. Once the initial shock of the magazine and the advertising had created the market, then the salatiousness of the title would speak for itself: after all, every man does like to look at women's bodies, and to read about gadgets, and to imagine himself as a sex god. This is the image that FHM Singapore sell to men, and they buy it in their droves. Sex, as they say, sells, and nowhere is this more true than in the case of FHM Singapore.

The Marketing Program of the Company

As we have seen, from the outset, and basically in order to impose itself on the Singaporean community, FHM Singapore has used aggressive marketing techniques, in order to establish its ethos within the market place, and to establish the lifestyle that it sells within the community. This has caused a perceptible shift in the way other companies market themselves within the Singaporean context, and the editor of FHM Singapore takes this as an enormous compliment, that the lifestyle he markets is now acceptable - and more than that, desired - within the Singaporean context.

The marketing plan of FHM Singapore was therefore initially to establish itself, and its lifestyle dream, in the market place. This was done, as we have seen, through an aggressive marketing campaign, through shocking billboard advertising, radio and TV advertising, and through using a PR company to generate publicity, usually through parties or events carefully designed to catch as much attention as possible.

Once established, the plan changed, to establish the lifestyle aims and aspirations contained within the FHM Singapore umbrella: this was done through a sustained media campaign, with the aim of opening people's eyes to the lifestyle aims and dreams they are selling.

Now, nine years after launch, the marketing aims are to keep - and possibly increase readership - and to keep existing advertisers, and attract new advertisers. As FHM Singapore is pretty much established as the brand leader in this type of publication, within the Singaporean context, attracting advertisers is relatively easy: ensuring that the content of the magazine is of a consistently high standard also ensures that readers stay faithful. Thus, at this stage, the marketing plan consists of producing a quality product, and selling the quality product as usual. In order that people (readers and advertisers) don't get bored with the ethos of the publication, increasingly raucous parties and events are arranged by the PR company, to remind people that FHM Singapore is still an attractive force, and a force to be reckoned with.

The Strengths of its Marketing

As we have seen, FHM Singapore established itself rapidly, and securely, within this particular niche market within the Singapore magazine trade. This was carried out, as we have seen, by a well thought-out marketing plan, which aimed at creating such a stir with the marketing that people could not help but be intrigued and attracted by the product. Once people had been intrigued and attracted, the quality and innovativeness of the product, within this Singaporean context, then ensured that people remained faithful, and that advertisers could be assured that the magazine would be read by many readers, and that therefore their investment in advertising their products within the magazine was safe: this, therefore, ensured regular income source for FHM Singapore, upon which they could then build, using this stability to further establish itself within this market place.

The strengths of the marketing plan are thus that it has whole-heartedly, and consistently, followed its original aims, and subsequently, its future directions. This has led to the success of FHM Singapore.

The main strength, and success, of FHM Singapore, and consequently its marketing plan, was - and is - that FHM Singapore recognized that sex sells, and that they could exploit this constant, well-known fact, in order to sell magazines and to sell advertising space in magazines to advertisers.

The Weaknesses of its Marketing

The main weakness of this type of marketing is that people very quickly become accustomed to seeing images of semi-nudity, and that no matter how pretty or how shapely the girls, men will always want a little more. This, in advertising and marketing terms, especially for FHM Singapore, has meant that the boundaries within which FHM Singapore began have had to be expanded, as people have become accustomed to this type of blatant, aggressive advertising. The editor admits that this has caused trouble for him, and for the FHM Singapore team, as the magazine is not meant to be exploitative of women, rather celebratory of women. If the readership demand more, and yet more, salacious features, however, the natural response is - as a business strategy - to follow what the buyers want. This has led to ever-more raucous features, and ever-more salacious parties and events, such that many people now criticize the magazine as too exploitative of women. Feminist groups, in particular, are very vocal against the publication, and many religious groups are decidedly aggrieved by the publication. This - at some point - looked to be denting the popularity of the magazine, but then, a strength of FHM Singapore re-appeared, and the PR company decided to use this in an event campaign, with the complaints turned in to publicity for the magazine, this generating more sales.

Thus, in the world where sex sells, in which… [END OF PREVIEW]

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Marketing of a Singaporean Product.  (2004, July 7).  Retrieved July 22, 2019, from https://www.essaytown.com/subjects/paper/marketing-singaporean-product/7571405

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"Marketing of a Singaporean Product."  Essaytown.com.  July 7, 2004.  Accessed July 22, 2019.