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Inquirer Libre: Strategic Market Expansion

Inquirer launched a free tabloid called Libre in 2001 that was distributed in the MRT-LRT areas to tap an underserved market. The underserved market they aimed to reach was the 500,000 commuters daily using public transit who had no time to read full newspapers. Distributing a free tabloid allowed commuters to have something to read and keep them informed while traveling. Giving the tabloid away for free was a strategic move, as it helped increase revenues by reaching a new audience of young professionals and students not typically served. It also helped avoid boredom among commuters and kept them updated on news. Key differences between Libre and Inquirer's traditional papers included a broader reach among

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Maiden Mae Diestro Tamon
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140 views3 pages

Inquirer Libre: Strategic Market Expansion

Inquirer launched a free tabloid called Libre in 2001 that was distributed in the MRT-LRT areas to tap an underserved market. The underserved market they aimed to reach was the 500,000 commuters daily using public transit who had no time to read full newspapers. Distributing a free tabloid allowed commuters to have something to read and keep them informed while traveling. Giving the tabloid away for free was a strategic move, as it helped increase revenues by reaching a new audience of young professionals and students not typically served. It also helped avoid boredom among commuters and kept them updated on news. Key differences between Libre and Inquirer's traditional papers included a broader reach among

Uploaded by

Maiden Mae Diestro Tamon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Republic of the Philippines

Capiz State University


Main Campus, Roxas City
COLLEGE OF MANAGEMENT

CASELET

By:
Vergil Mamerto
Anna Mae Javero
Jovelyn Balgos
Jetzen Eve Budoso
Jessica Cheri Mariano
Bambie Borda

PROFESSOR:
MS. VALERIE ANN BALLOS
CASE:

Inquirer is the leading broadsheet in the Philippines. In 2001, it launched libre , a free tabloid
distributed in the MRT- LRT area. It was an unprecedented move of a major daily given away
their newspaper on weekdays on recovering cost solely from advertising revenue. Based on your
understanding and observation discuss and explain the following:

A. What was the underserved and unserved market inquirer trying to tap?

As a group, we express our ideas and understanding upon the certain topic. Hence, we came
up our interpretation by brainstorming and contributing our ideas as a group, so based on our
understanding and observations on what underserved and unserved market is, Inquirer was trying
to tap, but before were going to answer the certain question we comprehend first what underserved
and unserved does mean of? So we already know on how to define the two opposite words which
are the underserved and unserved. When we say underserved it refers to describe a place, market,
etc. where fewer goods and services are available than then should be. While on the other hand
unserved- means there is totally no available for the people. So as a result inquirer implemented
first a market niches that identified the needs or wants of the target market which are the
commuters of the MRT-LRT. According to the statistics MRT-LRT has an average for about
500,000 commuters per day wherein it composed of students, office clerks, professionals etc.
These people were always in a hurry and therefore have no time to read the news.

B. How strategic underserved and unserved market to them?

We think, this underserved and unserved would somehow effective to upgrade the revenues of
the company by implementing this kind of strategy. We could say it would be effective, since we
all know the commuters would be experiencing boredom during their trip, so in that way there’s a
lot of commuters that would acknowledge or appreciate the essence of the tabloid since it would
help them to avoid their selves in boredom as well as they would be updated and aware in news
that could be classified in sports, politics, showbiz and etc. So there was a big contingency that
they will not hesitate to accept the distribution of the tabloid from the company, but normally not
all the commuters could accept the tabloid distribution as the reason of laziness in reading the
tabloid. Additionally, the purpose of the inquirer was also decided to be a wholesome paper
targeting the young white-collar workers. Hence, instead of the usual readers in their 30s to 40s,
Libre readers are mostly in their 20s not known to be newspaper buyers.

C. What are the other key activity changes of the Libre system versus the tradition
inquirer?

Compared to the traditional way on how the inquirer company promote their product to the
society, we can say that the libre system is more effective. How? In this way, they can personally
distribute their products to the people in the society and through this project they will also have a
broader and wider market. Unlike on the traditional way, the people who can only avail their
product are the elderly people who fond of reading newspapers and also the content of the tabloids
are too sexy that are not good for the children to read, while on the libre system, they can now
reach different people within the society, students, professionals, employed, unemployed or even
the common citizen of the community. On the other hand, it is also very handy since the company
uses tabloids.

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