Mph Marketing Strategy

734 Words3 Pages
INTRODUCTION The history about MPH started was when a young missionary name William Milne, set up a printing press in Malacca in 1815. In 1890, the press was relocated to Singapore and a new publishing house, captain W.G Shellabear, assist the set up made by the American Mission Press to print Christian Literature and later to reprinting of old Malay Classics. In 1960, the company renamed to the Methodist Publishing House, which is MPH acronym till today. MPH also made a history when survived two world wars and witnessing the independence of both Malaysia and Singapore from the British in in 1957 and 1965. After a succession of owners between 1966 and 2002, MPH Bookstores and MPH Distributors (both Malaysia and Singapore) and MPH Library Services…show more content…
Our company want to introduce a new product to our customers and this new product was a revision book for the education field. The detail about the book, it was for secondary school student that concentrate in the SPM examination subject Science. The product name as EXAMTIME 2015 subject in Science and it published by Oxford Fajar. Company information This is the detail about company that I am hired as assistance manager and need to introduce and setting up a marketing strategy for a new product and services. Company name ; MPH Bookstores MID VALLEY Megamall Address ; Ground floor, Lot GJA1, Lingkaran Syed Putra Mid Valley megamall, Mid Valley City, 59200 Kuala Lumpur, Wilayah Persekutuan. Tel ; +060329383818 Industry ; Retail (speciality) Website ; www.mphonline.com.my Mph currently has 31 outlets in Malaysia, 18 in Klang Valley, 3 in Johor, 3 in Kedah, 2 in Negeri Sembilan, 2 in Melaka, 1 each in Perak, Pulau Pinang and Sarawak operating under the MPH Bookstores brand…show more content…
MPH Bookstores want to produce the product in the book category, which is in school references book. The strategy that I want to do is using single segment strategy (concentrated), where’s I am going to concentrate to the student and educators (education field). I choose the demographic segmentation in my research because it most related to the demand from the consumers and relatively easy to measure. My research are all about the characteristic human population that to be my targeted consumer market before we publish our new product. I recognised that currently the demand of the similar product are good and with this new product it could gain more customers to have it in our bookstores. With this new product the publisher add some specific need that will satisfied the final buyer. This new product is aiming the student and educators in the secondary school to buy it. The product are only for the SPM candidate and their teachers. So, the age 16 to 17 year-0lds are the final buyer for this
Open Document