GEO - Special features in the product, price, placement and promotion management considering the current market-situation in the German press advertising industry

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: GEO was first released in 1976 and revolutionized the German market for science magazines. Science magazines are part of the market for consumer magazines which are magazines covering a broad or narrow interest and are directed to the general public. A science magazine is a periodical publication with news, opinions and reports about science for a non-expert audience. Since its first issue GEO became the leading force in its specific market and today is the market leader far ahead of its competitors with over 345,000 copies sold of each issue and a scope of more than 3.1 million readers. This equates to nearly 4% of all potential readers. Further later established magazines of the brand GEO are also very successful and often market leaders in their specific markets, e.g. GEO SAISON in the market for multi-thematic travel magazines. Why is GEO so successful? This is the question going to be answered by having a look at the special features of its marketing mix. To work out the relevant success factors it is moreover necessary to consider the current market-situation in the German press advertising industry, the brand's innovations and its current market position.