Marketing in Singapore

Paper Summary:

This paper analyzes a product that is of Singaporean origin and that is marketed within a Singaporean context. The product chosen is a men?s magazine, "FHM Singapore". The magazine is sold widely in many Singaporean newsstands and regularly sells 25,000 copies of each monthly issue. The paper analyzes the marketing strategy of the producer of the product and highlights strengths and weaknesses in this marketing strategy. This is done by reviewing the product, its production, its marketing, and its success within its field.

From the Paper:

"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."

More papers on Marketing in Singapore:

• Case Study # 56687 : "Relationship Marketing in Singapore Airlines"
• Research Paper # 61365 : "E-mail Marketing in Singapore"
• Analytical Essay # 142634 : "Harley Davidson in Singapore"

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