• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Using 'Loaded', analyse & evaluate the marketing strategies used in its launch.

Extracts from this document...


BUSINESS STUDIES HALF TERM HOMEWORK 'LOADED' ESSAY Using 'Loaded', analyse & evaluate the marketing strategies used in its launch. Launched in the Spring of 1994 by IPC, Loaded has been a major success and break through for the company in the sense that it has become the magazine's leader by beating all of the rival titles in a fierce competition of magazines and journals aimed at youth as the target market. This incredible achievement was only due to the marketing objectives they prescribed, and the strategies linked to them. From the video seen in class, although it seemed quite apparent that the founder, (or Managing Director) of Loaded was a risk taker, and not a professional businessman, from what he has established- the magazine itself, it portrays him as a composed, innovative, hard working, and strongly motivated person who realised and understood that their was a niche in the market for such a product, and thus it was in great demand. This shows that the influence of the individual was important. The degree of risk in the firm's strategy depended partly on the personality of the key decision maker. ...read more.


Although the magazine wasn't advertised when it was launched, as the demand for advertising was high, and owing to its lofty costs, it literally was 'discovered', and it's fame was brought about by 'word of mouth'. Other impediments for advertising included the fact that the magazine had too much sex in the face. For most people, it was a shock at start. However, the actual advertising in the magazine itself is noted for it's tremendous success, especially for Men's fashion. The only risk however, which the company face is, 'how far they could go with the explicitness of the material?' Although, most women don't really mind it, a minority believe that it causes this vulnerability feeling and a socially immoral attitude towards them where whenever they walk past a group of males, they are whistled at, or even commented. The magazine began selling at a low of 95 pence for Issue 1. However, by Issue 2, as they had realised the lumpsome of capital and cash inflow, it increased to $2.00, and by Issue 3, it had gone even higher to $2.20, where it has finally settled. ...read more.


The Price is held at a level notified as 'Premium Pricing', where quality is provided at fair price values. The business objectives in the case of Loaded were (as mentioned previously), profit and to aim for a growing market, as well as survival, as it was a risk. The drive for profit, which motivates the business decisions, has a very important implication. It means the business will; always be striving to defeat the competition. Direct competition is bad for business because it forces prices down. That's why the producer of Loaded strived for competitive advantage, which made them stand out from the rest of their rivals such as 'Fiesta'. The social attitudes of the market at the time of the launch of the magazine were luckily when the economy was just coming out of the 1996-97 recession. Thus, people were willing to buy such affordable products, which provided their wants. In addition, since the company is operating in a segmented market, competition is fierce as people can choose from a range of similar magazines in the same 'women's magazines' market. However, owing to the marketing strategies involved by each rival, the buyers select the one which is scarce or, most closely fits to their needs. FARAZ.RAFI - Form L6JH 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    30,492 Daily Mail full page (colour) 43,974 Daily Telegraph full page (black and white) 41,125 Daily Telegraph full page (colour) 49,500 Sunday Times full page (black and white) 48,500 Radio Times full page (black and white) 13,700 Radio Times full page (colour) 18,500 Just Seventeen full page (black and white)

  2. Viral Marketing

    dedicated audience who would have seen the teaser in the first week. Results: Over 700 pizzas were sold. This offer was promoted only through the online medium. No other media were used and there was no mention of this offer on the menu at retail outlets.

  1. Lucozade has successfully repositioned itself in the market. Describe and analyse the marketing strategy ...

    More often than not, it is social changes, technology and science that push a product in a certain direction.

  2. Visual basic project of the booking system

    _ coursecode.Text = "select course code" Then Else coursecode.Text = "select course code" MsgBox ("NO OTHER INFORMATION CAN BE ENTER, PLEASE SELECT A COURSE CODE FROM THE LIST"), (vbCritical) Exit Sub End If If Len(roomnumber.Text) = 0 Then MsgBox ("PLEASE SELECT A ROOM NUMBER FROM THE LIST"), (vbCritical)

  1. Compare and evaluate the marketing strategies of Sainsburys and McDonalds.

    He is a household name and familiar to consumers. This will give some customers confidence to buy the products as it is used by a "famous" person. McDonalds is a restaurant and attracts many different consumers, so they too must be very wide in the products it sells and use a lot of market research (A4)

  2. Media Marketing Plan

    This will help to promote the new newspaper and to appeal to a wide number of readers. However, this promotion may become frequent, especially with Saturday editions in which free promotions are often included with many newspapers. The CD will come in an attractive cardboard sleeve and will help promote

  1. Thorpe Park marketing strategies

    I have constructed a SWOT analysis base on this research on the next page Please take your time to look at this carefully as it contains important information. Thorpe Park marketing strategies Findings I have made a lot of findings from my research and from my practical visits to Thorpe Park and made these results.

  2. The principles of marketing.

    For my primary research, I will hand out questionnaires, which I will analyse the data that I receive. Using questionnaires have many advantages. First of all it is probably the most important form of getting data. The reason being because it is easy to understand and the answers give the

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work