CASE: LAUNCH OF THE DIARY DEPOR

A) ANALYZE THE SPORTS NEWSPAPER SECTOR IN PERU

Until the end of 2008, the sports newspaper segment in the country was mainly
made up of 3 newspapers, which were: El libero, El bocón and Todo Sport.

The average sale of the three newspapers was 93,500 copies, which
represented 10% of the total newspaper sales market in the country.

The sales distribution channel was the traditional one, that is, through the
federation of canillitas.

65% of the readers of existing sports newspapers considered that these were
classified as unserious media, without credibility, and that they were more
dedicated to entertainment and sports politics, and that they only had to read
these current newspapers out of resignation.

The sports market was underexploited and growing, and it was linked to the
country's sporting achievements, especially football, which represented an
obstacle for the sports newspaper sector.

B) WHAT ARE THE MAIN ATTRIBUTES AND DIFFERENTIATION POINTS OF SPORT?

Attributes:

- True, reliable, entertaining and serious information.

- The newspaper was characterized by speaking in the “fan language” that is,
simple and fun; but at the same time clear, analytical and direct; Therefore,
it fulfilled the main function of entertaining and informing.
- The newspaper Depor o only focused on Soccer, but also covered other
sports, such as tennis, Basketball, Volleyball, “Fierros” and contact sports,
and for each sport there was a column with a sports specialist.
- To maintain the young audience segment from 12 to 25 years old, the price
was affordable, and was only 50 cents.
- Every day of the week the newspaper had 24 pages, all in color and
covering all sports, and on the Depor website the news was updated 24
hours a day.
Points of Differentiation:
- Unlike other sports newspapers, Depor provided neutral information, and
with an optical and analytical point of view.
- It was the only newspaper that had a website whose news was updated 24
hours a day.
 - The age segment was a young audience from 12 to 25 years old.
- The newspaper did have the premise of reporting on all sports, distributing
the percentage of news dedicated 70% to national and international soccer,
and 30% to other sports.
- The newspaper generated proof of the product, distributing posters of
soccer teams and figures for free only with the purchase of the newspaper.
- It included an entertainment section with tutoring, crossword puzzles and
sudoku.

C) WHAT WERE THE MAIN FACTORS THAT FAVORED THE SUCCESS OF THE
SPORTS CAMPAIGN?

- First, the age segmentation strategy , since it was aimed at a young

audience between the ages of 12 and 25.
- The positioning, since it was characterized by speaking in the language of
the fan and offering precise, neutral and analytical information.
- The Diary Design offered color pages, statistics that helped understand the
analysis, it had columns for all sports and an entertainment section
(schools, crossword puzzles and Sudoku).
- Broadcast Media, propaganda was launched on television, radio, written
press and on the web; Likewise, the other newspapers that belonged to the
El Comercio group (El Comercio, Trome, Perú 21, Gestión and Somos), had a
section where the launch of the newspaper Depor was promoted.
- Message in the Advertising Spots, these spoke in the language of the fan
and made the passion for the sport feel.

D) IDENTIFY THE OPPORTUNITIES AND THREATS CURRENTLY PRESENTED BY THE

SPORTS MEDIA SECTOR.

Opportunities:

- Competitors present sports news without veracity or quality, which are not
neutral and deviate from the main objective of a sports news media.
- Diario Depor belongs to the largest group of sports newspapers in the
country, that is, the “El Comercio” Group, which has news media to cover
all the coverage of the country and its characteristics.
- Its target audience is a young audience between the ages of 12 and 25, who
perceives the quality of the newspaper for its news content both in print
and on the web.
- THE NSE that Depor addresses is the largest in the country and is always on
the rise.

Threats:
 - Its demand is subject to the country's sporting achievements and the
situation it is experiencing.
- The distribution channel is only represented by the federation of taps, and
its only support is to belong to the El Comercio Group.
- Not having coverage for all other NSE in the country.
- Promotion and sales actions of rival sports newspapers. Ex. Libero and his
promotion of giving away the Diario Panini for the World Cup, which
represented an increase in its sales, taking away Depor's market.

E) INVESTIGATE WHAT THE CURRENT POSITIONING OF SPORTS IS AMONG

YOUNG PEOPLE AGED 15 TO 20 WHO LIKE SPORTS.

- The internet has become a vital tool as a means of communication, which is

why Depor has to keep its website updated, as well as have pages on social
networks.
- Today's young people prefer reading through the Internet and on social
networks, since it is easier for them through this medium, and because
everyone already has a Smartphone, which due to the qualities it has, can
be used for these purposes.
- Plain, simple language; using sports jargon.
- Providing detailed, analytical, neutral and precise information, in color
pages and with statistics that help understand the analysis.

F) WHAT RECOMMENDATION WOULD YOU GIVE TO DEPOR FOR ITS FUTURE

GROWTH, CONSIDERING THE ANSOFF MATRIX?

MARKET PENETRATION MARKET DEVELOPMENT

-Expand coverage to the interior of the -Depor covers the entire national
country. market, in each region and province.
-Continue to carry out greater -It has branches in the most important
promotions and raffles, taking cities in the country.
advantage of the current favorable
sports situation.

PRODUCT DEVELOPMENT DIVERSIFICATION

-Apply recycling through the use of - Create a Depor magazine with more
ecological papers, that is, social content, in full color and covering all
responsibility. sports, with monthly publication.
-Special supplements for
championships and sports.