Planeteer

Go Green!

Title of Magazine & Rationale

Title: Planeteer Frequency: Monthly Price per Issue: SGD $5.00 Rationale: A lifestyle magazine for the environmentally-conscious, and those who love nature. The aim of the magazine is to encourage green living, by highlighting ecological issues and their impact on the individual. Through stories that relate, readers will come to realize that green living is simple-to-do and fun, and eventually develop a contagious green lifestyle! An online portal for the magazine will be created for interactivity with the readers, subscription, blogs, reviews on green products & services, latest

eco related news and ad placement for revenue generation.

Magazine Cover Concept

Colour Palette: Masthead: White colour contrasts with

black background. Eye-Catching, stands

out. Slogan: Green colour will establish an ideal and better connection with the intended message. Blurbs: Blue colour and Orange colour promotes sky and sea, and sunshine respectively. Background: Black background projects a corporate, serious look. Footer: Black and white colours to blend in with the look of the overall color theme.

Magazine Cover Concept

Colour Palette - ColourWheel Pro, (2002):

White: Coolness and cleanliness Beige / Orange: Associated with sunshine, stimulates mental activity

Green: The colour of nature

Blue: The color of the sky and sea, produces a calming effect Black: Formal, elegant and prestigious

References: ColourWheel Pro, (2002). See Color theory in Action. Colour meaning. Retrieved 2 April, 2011, from http://www.color-wheelpro.com/color-meaning.html

Magazine Cover Concept

Magazine Name, Masthead The name Planeteer suggests a heroic

nature of the reader of the magazine. Sort

of an eco-warrior, or earth crusader. Font Name: ParmaPetit Heavy Swinging, 140 pt, Regular. - Da Font, (2005) Casual looking font, serif, curves & rounded edges: A lifestyle magazine that includes serious environmental issues, fashion and food, with green tips for everyday living.

References: Da Font, (2005) Parma Petit-Normal. Retrieved 31 March, 2011, from http://www.dafont.com/parmapetit.font

Magazine Cover Concept

Slogan

Go Green! Catchy, simple and

straightforward line that sums up the whole rationale of the magazine.

The word, Go, gives a positive and

motion-inducing feel.
The line also summarizes the desirable actions we want the readers to take after reading the magazine. Font: Parma Petit Heavy Swinging, 24 pt, Regular. - Da font, (2005)

References: Da Font, (2005) Parma Petit-Heavy Swinging. Retrieved 31 March, 2011, from http://www.dafont.com/parmapetit.font

Magazine Cover Concept

Main Blurb Cover Story

Position at top right Eye Catching

Font: Font: Segoe UI, 24 pt, Bold - Microsoft,
(2010)

Humanist sans serif - approachable, open and friendly typeface. Formal, straight bold fonts project a more corporate look. The GreenHouse Effect: Positive title,

attracts local readership, practical issue

and current news.

References: Microsoft, (2010). The Segoe UI font. Retrieved 22 March, 2011, from http://msdn.microsoft.com/en-us/library/aa511282.aspx

Magazine Cover Concept

Blurbs:
-G Magazine, (2008), The Green Screen TV, (2011) &The land conservancy, (2010).

Save $40 a week: Practical headline on

saving money relating to green issues Better Than New: Introduces organic clothing and fashion. Lifestyle portion. The Green Screen: Highlights and reviews on eco related movies. Lifestyle portion.

Burn Calories not Oil: The health segment of the magazine. Print Books VS E-books: Article would contrast print with e-books, also introduces green technology.

Magazine Cover Concept

Cover Photo

Globe in Hand Picture

Symbolizes the fate of the earth in our hands. Dramatic effect of how one small hand

affects a large planet.

Hands are soiled or dirty: Time to get your hands dirty and save the earth.

References: Cover Photo: Sanmonku, (2008), Planet Earth [Photograph]. Retrieved 22 March, 2011, from deviantart, Art http://sanmonku.deviantart.com/art/Planet-Earth86403460?q=boost%3Apopular%20earth&qo=28

Indiae,(2008), Those old movie were true[Photograph]. Retrieved 22 March, 2011, from deviantart, Art http://indiae.deviantart.com/art/those-old-movies-were-true-I107972590?q=boost%3Apopular%20in%3Aphotography%2Fpeo ple%20palm&qo=123

Magazine Cover Concept

Photo Concepts for subsequent issues:

[Photograph]. Earth From Above. From: Pipipink, (2008).

[Photograph] Earth From: Disco Ball, (2009).

[Photograph] Love the Earth. From: Enchanted mind, (2009).

[Photograph] Love the Earth. From: Enchanted mind, (2009).

[Photograph]. What is the meaning of life? From:The Mirror Project, (2010, December 9).

Photo Concepts for subsequent issues: Photographs of Nature or Inanimate eco-friendly products.

Magazine Cover Concept

Colour Palette for subsequent issues:
Light Background
- Colour Wheel Pro, (2002).

White: Coolness and cleanliness Green: The color of nature Beige / Orange: Associated with sunshine, stimulates mental activity Green: The color of nature Black: Formal, elegant and prestigious.

[Photograph] Earth From: Disco Ball, (2009).

Magazine Cover Concept

Colour Palette for subsequent issues:
Dark Background
-ColourWheel Pro, (2002)

White: Coolness and cleanliness

Beige / Orange: Associated with sunshine, stimulates mental activity

Green: The colour of nature Blue: The color of the sky and sea, produces a calming effect Black: Formal, elegant and prestigious

[Photograph]. What is the meaning of life? From:The Mirror Project, (2010, December 9).

Magazine Cover Concept

Paper & Printing: Printed on Recycled paper Size of Paper: A2

Size on Rack Display: A3

Page Count: 32 pages Position ourselves as a role model for other magazine companies by initiating use of recycled paper.

A green magazine company should practice what it publishes.

Footer & Website Informs readers of online portal: www.planeteer.com.sg Informs readers of paper used

Overview of Singapore Market - Issues

Global Warming: Rising temperature of Earth leads to rising sea levels, and more frequent extreme weather patterns. IPCC, (2007). Global surface temperature is likely to rise a further 1.1 to 6.4 C during the 21st century. IPCC, (2007).

Figure 1.World Global Tempreture Dataset. From: Dr. Michael Schlesinger, (2011)

Overview of Singapore Market - Issues

Deforestation:
-Conservation International(2011)

The removal of trees and plant life in an area,

which leads to loss of biodiversity, climate change and aridity.

Singapores neighbor Indonesia accounts for up

to 17% of global deforestation.

[Figure 2] Share of tropical deforestation. From :Mongabay

[Figure 2A] Tropical Deforestation by region. From:Mongabay

Overview of Singapore Market - Issues

Extinction:
-Earths Endangered, (2011)

The loss of plant and animal life due to human interference in their natural habitats, such as Deforestation or Pollution. As of 22-Jan-2011, the total number of endangered plant and animal life is 20,122.

[Figure 3] Numbers of Extinction. From: Endangered Species International Organisation

Overview of Singapore Market - Issues

Burning of Fossil Fuels:
-Nation Master, (2008)

Burning fossil fuels contributes to greenhouse gases, which contributes to global warming. Singapore is the 23rd largest consumer of oil, using up to 834,600 barrels of oil daily.

[Figure 4] Global Carbon Dioxide emissions from human activities. From: Monga

Overview of Singapore Market - Issues

Pollution: The introduction of contaminants into a natural eco-system causes harm to life. Current issues in Singapore include industrial pollution, waste disposal issues and seasonal haze.

[Diagram A ] From: Environmental About.

Overview of Singapore Market - Trends

Green Trends Overseas:
-ACE Peripherals, (2009)

Survey done in UK.

100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Green Companies Attract Customers (UK Stats)

Green Companies Attract Customers (UK Stats)

Felt Guilty About Unethical Purchases

Boycotted a Company Because its Products Damage the Environment

Approved of a Tax to Discourage Behaviour that Harms the Environment

Recent global research highlights that consumers are prepared to pay more for sustainable or 'green' products, and would consider switching from nonsustainable brands to those that embrace sustainability.

Overview of Singapore Market - Trends

Clean Energy Worldwide:
-Global Energy Market, (2011,March 3)

Includes hydroelectricity, solar energy, wind energy, wave power, geothermal energy, bioenergy, and tidal power. Also includes energy-

efficient technologies.
Global clean energy revenue grew 35% to reach $188.1 Billion in 2010.

[Figure 5]. Charts and Tables from Clean Energy Trends 2010 from: Clean Edge

Overview of Singapore Market - Trends

Clean Energy in Singapore:

Statistics on Clean Energy Expo Asia, (2010) held in Singapore:

[Figure 6]

[Figure 6A]

Overview of Singapore Market - Trends

Energy Conservation: -Report on Energy Trends in Singapore, (2009) Singapores energy efficiency improved by 15% between 1990 and 2005,

due to better technology in power generation and more productive use of

energy.

[Figure 7]

Overview of Singapore Market - Trends

Energy Conservation: Eco-Labeling for energy efficient / environmentally friendly products,

services, buildings, and businesses.

[Eco Label Logo Images]

Overview of Singapore Market - Trends

Waste Management 3Rs of Reduce, Reuse, Recycle:
-National Environment Agency, (2007),Start Recycling at Home, (2008) &Sustainable Environment for Quality of life, (2004).

Overall recycling rate in Singapore was 48% in 2004.

Increased to 54% in 2007.

Goal is 60% by 2012. Recycling in households increased from 22% in 2001, to 54% in 2004.

Over 5,000 recycling bins in public areas.

Schools encouraged to form Environmental clubs. Recycling programs introduced to industrial sectors.

Annual public campaigns Clean & Green Week.

[3R Image]

Overview of Singapore Market - Trends

Waste Management 3Rs of Reduce, Reuse, Recycle:
Reduction of waste deposited at Semakau Landfill, increase in waste deposited at waste-to-energy conversion plants.

[Statistic]. Report: An Overview of 3R in Singapore. From Peck Thian Guan

Overview of Singapore Market - Trends

Conservation of Flora & Fauna: Publication of Singapore Red Data Book, complementing the global list of

threatened species that is maintained by IUCN World Conservation Union.

- National Parks Board, (2009).

Public appeal in 2001 against the government reclamation of the island of

Chek Jawa, appeal was successful. - National Parks Board, (2009).

Annual environmental-related events: Earth Day, International Day for Biological Diversity, World Environment Day, and Envirofest.
Biodiversity: Singapores National Biodiversity Strategy and Action Plan.(2009). - Conserving Our

Wild Singapore non-profit website on biodiversity and environmental

issues launched in 2007, has over 800,000 hits, with at least 2,000 hits monthly. Run by a sole volunteer, Ria Tan. - Wild Singapore, (2003)

Overview of Singapore Market - Trends

Conservation of Flora & Fauna: The Singapore Tourism Board promotes Conservation efforts as Tourist attractions, including the Singapore Zoo, Jurong Bird Park, Night Safari, Botanical Gardens, Sentosas Underwater World, Bukit Timah Nature Reserve, Sungei Buloh Wetland Reserve, Pulau Ubin, Chek Jawa, The Southern Ridges, MacRitchie Nature Trail, Orchidville, and more.-Wild
Singapore, (2003).

[Image 2] .Singapore Tourism Board From: Your Singapore.com

Overview of Singapore Market - Trends

Eco-Friendly Lifestyle:
-Chan Desmond, (2011) -Stanton, Emms & Sia, (2008).

Organic Food market in Singapore grew from $10,000 in 2002, to $68

million in 2008. Singaporeans choose Organic Food for the following reasons: health

safety, superior taste, environmental concern and fashion consciousness.

Parallels similar growing trends in Slow Food, Vegetarianism, Locally Grown Food and Functional Foods. Consumers of Organic Food are estimated to be around 100,000. The 5 major groups of consumers: those with special diets due to medical conditions, vegetarians, Japanese expatriates, Western expatriates, and health conscious local Singaporeans in the middle to upper income group.

Overview of Singapore Market - Trends

Eco-Friendly Lifestyle:
Fully eco-friendly stores like SuperNature (21 Orchard Boulevard), CHOOSE. by Olive Ventures (26A Sago Street), Bud Cosmetics (333

Orchard Rd), etc.

Selling eco-friendly products like clothes, bags, accessories, toiletries, furniture, toys and more.

More businesses going green, including Hush Puppies, FairPrice, Cold

Storage, Nanyang Optical, The Body Shop, etc.

Overview of Singapore Market - Trends

Green Building Movement: SINGAPORE: The green building movement in Singapore has gained momentum and the Building and Construction Authority (BCA) hopes to spur it further by enhancing its Green Mark Incentive Scheme. There are over 100 green buildings in Singapore and BCA said another 200 are waiting to be certified. Channel News Asia (Wong Siew Ying, May 22, 2008)

Overview of Singapore Market

Singapore Magazine Market: Currently has no environmentally-friendly lifestyle magazine for the average consumer. International titles exist, but arent readily available for sale on newsstands. There are non-profit environmental organizations which currently publish newsletters, for internal circulation to their members, or e-zines for the public. However, their content is 100% editorial. Eco-Friendly businesses in Singapore dont have a eco-friendly magazine platform to advertise in currently. Consumers who are searching for eco-friendly products, services, events or news also dont have a magazine platform as yet. Planeteer will bridge this gap.

Overview of Market Segment - Target Audience

Demographics Business Owners Senior Management Executives / Professionals Middle Management

Students (University Level)

Age: 21 45 Income range: $2,500 - $4,500
[ Figure 8] Green Marketing Influences Consumer Spending Habits: Women Are Greener than Men When it comes to Running Their Businesses. From: Women in Business.

Psychographics Environmentally Conscious Nature Lovers Animal Lovers

Environmental friendliness ranks 3rd in consumer buying decisions, just after quality and price.

Overview of Market Segment - Target Audience

Demographics Business Owners Senior Management Executives / Professionals Middle Management

Students (University Level)

Age: 21 45 Income range: $2,500 - $4,500
[Pie]Vistors Professioal Status. From: Clean Energy Expo Asia Post Show Report.

Psychographics Environmentally Conscious Nature Lovers Animal Lovers

Majority of the demographics of people who visited the Clean Energy Expo Asia 2010 are Senior Management, Executive & Middle Management

Overview of Market Segment - Target Audience

Demographics Business Owners Senior Management Executives / Professionals Middle Management

Students (University Level)

Age: 21 45 Income range: $2,500 - $4,500

Psychographics Environmentally Conscious Nature Lovers Animal Lovers

[Table] Planeteer Magazine Questionaire. From: Survey Monkey

Majority of the demographics of people who are interested in a eco-friendly lifestyle magazine are aged between 21 - 45 years old and their income range falls between $2500 - $4500. There are also a large number of university students.

Overview of Market Segment - Target Audience

Survey data collected from Singaporeans.

[Table] Planeteer Magazine Questionaire. From: Survey Monkey

We can conclude from the survey that Singaporeans, especially those that

are below the age of 49, have a sense of eco-friendliness.

Overview of Market Segment - Target Audience

Out of the 200 surveyors, 196 of them respond that they will choose an

environmental-friendly product over a non-environmental friendly product

Are you conscious and aware about the environment?
Yes No Somewhat

2% 10%

88%

Survey data collected from Singaporeans.

Results: Purchasing decisions

Which factor would deter your buying decision of a magazine?
Content Price Thickness Cover photo 0 20 40 60 80 100 120

How frequently would you suggest planeteer to publish?

140 120 100 80 60 40 20 0 Monthly Bi-monthly Quaterly Twice a year

Results: Potential Subscribers

Would you be interested in an informative magazine about green living lifestyle?

No

Yes

93 %
0 20 40 60 80 100 120 140 160 180 200

Results: Potential Subscribers

Would you subscribe to this magazine?

35%

59% 6%

Yes No Maybe

Results: Potential Subscribers

Business Owners 80 70 60 50 40 Others: 30 Students

Out of the potential subscribers, there are:

Business owners 1%
Students 21% Executives 32.5% Professionals/Senior Management
Senior manageme nt Occupation

20
10 0

43.5%

Profession als

Others: interest group 2%

Age 21 ~ 65years

Income range: $2500 and above

Overview of Market Segment - Potential Advertisers

Green Malls

[Image] Singapore's First Green Mall. From: City Developments Limited

CITY SQUARE MALL

Singapore's first eco-friendly mall - CDL's City Square Mall - has been awarded the Building and
Construction Authority's Green Mark Platinum Award and is also the first eco-mall with an integrated Urban Park. The mall will boast 'green' features such as eco-restrooms that save water and electricity, an eco-roof that will harness solar power and rainwater, and more.
(2009, Jan 15)
- Max, Eco Asia

Overview of Market Segment - Potential Advertisers

Green Malls
SEMBAWANG CENTRE
Closed for renovations in 2007, Sembawang Shopping Centre re-

SHOPPING

opened last December, with 51 solar

panels on its roof to help generate 34.52kW of electricity daily for the complex. Asias Retailer, (2009).

[Image] Sembawang Shopping Mall. From: Capital Trust.

Overview of Market Segment - Potential Advertisers

Green Retailers
HUSH PUPPIES
..fixtures and dcor in the companys 1,635sqf eco-concept Hush Puppies store at the Marina Bay Sands are made entirely of recycled corrugated boxes, while compressed pinewood and old Hush Puppies shoeboxes replaced steel and Formica shelving.
[Image] Green Retailing. From: Asia Online

HOMEFIX
Save Our Home, Our Earth!
[Image] From: Home Fix

BLUM N CO
.. the company organises a recycling campaign twice a year, encouraging its customers to drop off their used suits and

dresses at its boutiques.

[Image] Be Simple. From: Blum N Co

Overview of Market Segment - Potential Advertisers

Green Retailers
ETRICAN
Retails 100% organic cotton apparel from naturally grown and harvested raw materials, thereby making it safe for farmers and sparing the environment from harmful chemicals in the process, Necula also ensures that the company keeps its use of paper printing to a minimum and uses recycled paper when doing so. Green Retailing,(2010)
[Image] From: Etrican

TERRA PLANA
Terra Plana's walls and floors at its Mandarin Gallery and Ion Orchard branches are made from recycled wood. Their recycled-paper shoeboxes are handed over to customers in paper, not plastic, bags. Lim Jessica & Wong
Tessa, (2010)
[Image] From: Terra plana

Overview of Market Segment - Potential Advertisers

Green Retailers
TIMBERLAND
[Image] From: Timberland

Timberland has launched a myriad of eco-practices, such as a line of ecofriendly footwear and

apparel called the Earthkeepers 2.0 collection. Made from materials such as eco-leather and
recycled rubber, the shoes are designed for easy disassembly once they have worn out, allowing them to then be recycled for future generations of footwear.
Lim Jessica & Wong Tessa, (2010)

COLD STORAGE
Cold Storage said it is expanding the use of LED technology and energy-saving features in its stores, and has started using recycled material for the flooring in some of its outlets.
Wong Tessa, (2010) [Image] From: Cold Storage Lim Jessica &

Overview of Market Segment - Potential Advertisers

Green Retailers

NANYANG OPTICAL
Nanyang Optical in recent years has taken to recycling the glass from used spectacles and plastic from contact lens solution bottles.
[Image]Singapore first Eco-friendly eye wear store. From: Nan yang Optical

CHOOSE
Choose, a store in Chinatown which sells eco-friendly products such as sanitary pads made from organic cotton and paper made from bamboo, uses its office premises as a showcase for green practices: It uses energy-saving lights and is cooled by inverter airconditioners.
[Image] Choose from: Olive Venture

Overview of Market Segment - Potential Advertisers

Green Retailers
SUPERNATURE
As Singapore's leading retailer of organic and natural products, we source fresh

produce, deli items and groceries, as well as baby and children's, beauty and
wellness, household, pet and garden care products. We also supply many of Singapore's organic retailers and restaurants.
[Image] from: Super Nature Pte Ltd

THE BODY SHOP

[Image] From: The Body Shop International

We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty and express your

unique personality. And whilst were doing this, we always strive to protect this beautiful planet
and the people who depend on it. We dont do it this way because its fashionable. We do it because, to us, its the only way.

Overview of Market Segment - Potential Advertisers

Green Technology

[Image] Bizhub for the earth. From: Konica Minolta Holdings.

KONICA MINOLTA
High-speed and high-definition is now a commonplace. In addition to these qualities, color multifunction printers (MFPs) must be environmentally friendly and contribute to prevention

of global warming right from your office. They should conserve energy to reduce
CO2 emissions and minimize environmental burden throughout the products life cycle. Learn how the development of bizhub, Konica Minoltas line of color MFPs, is evolving to respond to vital themes related to the future of our planet.

Advertising Rates
Display Rates
Double Page Spread Full Page Half Page

Casual
$8000 $4200 $2300

3x
(5% discount) $7600 $3990 $2185

6x
(10% discount) $7200 $3780 $2070

9x
(20% discount) $6400 $3360 $1840

Premium Rates
Centerfold DPS Inside Front Cover Outside Back Cover Inside Back Cover

Casual
$9500 $5000 $5000 $4800

3x
(5% discount) $9025 $4750 $4750 $4560

6x
(10% discount) $8550 $4500 $4500 $4320

9x
(20% discount) $7600 $4000 $4000 $3840

Online Rates
Leaderboard

Per Month
$1500

Rectangle

$900

Advertising Code of Conduct

The Planeteer Magazine takes full responsibility in the every aspect of its content, therefore not everyone may advertise.

As a green magazine, we are making a stand against greenwashing. We make an effort to check the credentials of companies seeking to advertise and judge each case individually and to the best of our abilities.
We greatly support and encourage companies that are genuinely taking steps towards environmental sustainability.

SWOT - Strengths
Growing Trend: Singapore Government supports Green Movement Eco-Labeling, Recycling Goals, Conservation Efforts, Clean & Green Week, etc. Youths are becoming more environmentally aware as a result of education in schools.

[Figure 9] Results showing how aware Youths are of the environment after attending school environmental activities. From: Environmental conscientiousness of Youths in Singapore. [Figure 9A] Attitudes of the youths. From: Environmental conscientiousness of Youths in Singapore.

SWOT - Strengths
Growing Trend: Up to 80% of companies in Singapore engage in eco-friendly practices, higher than the regional average of 67%.
30). Spire Research and Consulting Pte Ltd, (2008, September

Most corporate Green activities were motivated by cost reduction, to

improve their public image, generate long-term business, or for altruistic

reasons. Harsha Jethnani, (2010, August 4) The Straits Time. More Singapore firms lauded for going green. The two biggest Green activities are recycling paper and reducing the use

of electricity.
The Garden City Fund: Started in 2003 with 40 sponsors, grew to nearly 500 sponsors as of 2010. Kok Melissa, (2010, November 7) Straits Time

SWOT - Strengths
Positive Perceptions:

Female

business

owners,

when

making

buying

decisions,

rank

environmental friendliness as the third most important factor (77%), just below quality (98%), and price (85%). - Lahle Wolfie, (2011)

Consumers are becoming increasingly aware of the need to protect and

sustain the environment and importantly are making purchases that reflect their environmentally conscious lifestyles Tay Eugene, (2010,October 13) Green Business Time.

SWOT - Strengths
Positive Perceptions: Environmentally-Conscious consumers

are more likely to expend a greater amount of time and energy in locating and purchasing green products and services. An environmentally-friendly business is
[Figure 10] International Survey Highlights Business Attitudes Towards Sustainability. From:Dow Corning

more likely to attract employees and

customers. - Cowling Tania, (2011, January 18)

[Figure 10A] International Survey Highlights Business Attitudes Towards Sustainability. From:Dow Corning

SWOT - Strengths
Prime Mover Advantage:
No other such magazine published in Singapore.
(2002) & SPH Magazine Pte Ltd, (2011) - (Wiki Pedia, (2011), World Newspapers,

Offers an offline alternative.

Can be a spokesperson for the environmentally-conscious Singaporean. Offers a Singaporean perspective on environmental issues, and how it concerns Singaporeans.

SWOT - Weakness
Apathy from Un-environmentally-conscious: Un-environmentally-conscious consumers cite the following reasons as hindrances to their consumption of eco-friendly products / services: Inconvenience in Locating Eco-Friendly products / services, Higher Prices, and Narrow Range of products / services.

[Figure 11] Eco Friendly parenting: Shopping Trends From: Consumer Behaviour Report

SWOT - Weakness
Apathy from Un-environmentally-conscious: Both environmentally-conscious and un-environmentally-conscious

consumers cite the following reason as the major hindrance to their consumption of eco-friendly products / services: A Lack of Awareness / Promotion.
-Eco-friendly Products in Asia: An Overview, (2009, September 9) &Prem Shamdasani, Gloria Ong Chon-Lin, Daleen Richmond (1993), EXPLORING GREEN CONSUMERS IN AN ORIENTAL CULTURE: ROLE OF PERSONAL AND MARKETING MIX FACTORS.

SWOT - Weakness
Solutions for Apathy from Un-environmentally-conscious : The Singapore Government has taken great steps to address these issues, through Eco-Labeling, awarding and recognizing green

companies, and showing how eco-friendly products / services can help save money. With more businesses going green and offering eco-friendly products / services, the impact of these issues are lessened. This in effect proves why a magazine such as Planeteer is needed To raise awareness for the various eco-friendly products, services, events, and organizations in Singapore. With effective marketing, the average consumer can make more informed choices.

SWOT - Weakness
Men are less environmentally-conscious than Women: 47% of women cite eco-living as a daily goal, compared to only 27% of men. -Business News Daily Staff (2010, December 10) Men Less Likely to Buy Into Green Movement

42% of women will check if their purchases are eco-friendly, compared to

only 30% of men. -Raquel Fagan, (2009, December 31) Women Out Green Men for Eco Goals.

52% of women want to recycle more, compared to only 33% of men.

Neumer Lara, (2011) Why Women Are Better for the Planet.

-Alison

SWOT - Weakness
Solutions for Men are less environmentally-conscious than Women : Education Showing that eco-friendly living will cut costs.

Governments initiative to educate youth through campaigns in schools.

Articles and sidebars to provide useful, relevant information that is applicable to life. Stories that are relatable, from a human perspective on the ground.

SWOT - Weakness
Attracting Advertisers, Subscribers & Readers:
Unproven Concept Not been done in Singapore. Lack of Awareness of Magazine.

Solutions for Attracting Advertisers, Subscribers & Readers:

Research on the Issues & Trends has proven that businesses are willing to spend to advertise themselves as Eco-Friendly, as it will improve their

turnover.
Marketing for Planeteer magazine could be done through traditional means of mass media, or online through social networking.

Co-Branding with other eco-friendly businesses.

SWOT - Opportunities
Introduce the New:
A platform for the introduction of the latest in green technology, initiatives and news.

In-Depth coverage of global environmental crises - oil spill, volcanic

eruption, etc. From a human, man-on-the-ground perspective. Deals with how current environmental issues affects Singaporeans.

SWOT - Opportunities
Co-Branding & Online Presence:
Potential to link-up business with environmental organizations to promote their causes.

Promote Government / Global green initiatives.

Direct readership traffic to online portal: www.planeteer.com.sg . Online hub for the environmentally-conscious in Singapore.

SWOT - Threats
Wealth of information online: There are already many environmentally-friendly websites, both local and

worldwide.
Solutions for Wealth of information online: The average surfer wont know where to begin looking, as the wide variety and availability of information is overwhelming. They may therefore overlook hidden gems. With the offline Planeteer Magazine, such online gems of information can be highlighted, thus driving traffic there. Furthermore, the online Planeteer website can also act as a information hub and gathering point for environmentally-conscious Singaporeans. Social networking can also be utilized as a promotion tool.

SWOT - Threats
Competition from similar international titles: There are already environmentally-friendly magazines being published

worldwide.

Solutions for Competition from similar international titles: As international titles address issues specific to their country of origin, they

will have less relevance to Singaporeans.

Planeteers focus is on environmental issues and lifestyles in Singapore, and how global environmental issues affect the daily life of Singaporeans.

SWOT - Threats
Competition from similar local titles: There are already environmentally-friendly e-zines being published locally by non-profit environmental organizations. eg: Nature Watch, EXPRESS!
Nature Society, (2006), Eco Singapore, (2006).

Solutions for Competition from similar local titles: These e-zines are 100% editorial, and only contain informative articles.

Eco-Friendly businesses dont have a magazine platform to advertise in

currently. Consumers who are searching for eco-friendly products, services or news

also dont have a magazine platform as yet.

Planeteer will bridge this gap. Possibility to work with, or purchase photographs and articles from their

photographers and writers.

Unique Selling Point

Concept: No other eco-friendly lifestyle magazine.
For Singaporeans, by Singaporeans. Environmentally-conscious businesses finally have a platform to advertise

in.
Environmentally-conscious consumers finally have an online and offline platform to find eco-friendly products, services, events and news.

Environmental organizations finally have a mass-market alternative

besides the Internet to further their causes. Readers and Advertisers will be doing a good deed, as 5% of Planeteers

annual profits will be donated to a selected non-profit environmental

organization in Singapore.

Unique Selling Point

This is how the magazine will look on the news-stands.

Unique Selling Point

This is the magazine centerfold.

It will contain the advertisers

message. When folded outwards, it will make

a paper bag.

Unique Selling Point

The magazine is printed on A2 recycled
paper that is able to be reused by folding it into a paper bag. No other magazine has adopted this concept giving us a huge advantage in terms of product novelty. Advertisers will appreciate the additional
On The Rack

Advertisement
Folded Magazine

Centerfold

exposure due to the unique concept.

the environment but promotes green living

as an enjoyable way of life for readers.

Hence, the one-of-a-kind paper bag magazine concept.

Advertisement

Planeteer highlights not only the issues of

Advertisement

DIY: Bag Guide

Fold along the dotted lines

Fold the sides and punch holes right at the middle. (Both ends) *place cardboard in between to
provide a better support for weight.

Attach Strings and tighten with a knot.

Glue up the area shaded orange. Ensure that the word *Planeteer fits accurately.

Glue the flap to one side. The area shaded in pink is glued to the side border.

Look forward
to new Ad designs monthly!

Your DIY Eco-friendly Bag is

Ready!

Our Magazines Voice

Planeeter will be a magazine that speaks for the Environment, and EcoFriendly Living.

A platform to further environmentally-friendly causes in Singapore.

Online portal to be a gathering point for the environmentally-conscious in Singapore.

5% of annual profits will be donated to a selected non-profit environmental

organization in Singapore. Possibility of associating / partnering with various non-profit environmental

organizations in Singapore for cross-promotion or events.

Our Magazines Voice

[Image] Nature Watch. From: Nature Society.

Associates / Donor Recipients: Nature Society Singapore (NSS): A non-government, non-profit

organisation dedicated to the appreciation, conservation, study and

enjoyment of the natural heritage in Singapore, Malaysia and the surrounding region.

Formed in 1954, NSS is the oldest, and most well-known environmental

organization in Singapore. Their efforts have influenced Government policy and planning. Possibility to work with, or purchase photographs and articles from the photographers and writers of NSS magazine, Nature Watch.

Our Magazines Voice

[Image] Logo. From:Wildlife Reserves Singapore Conservation Fund

Associates / Donor Recipients:

Wildlife Reserves Singapore Conservation Fund (WRSCF): A charity with the primary purpose of conserving Singapores endangered native wildlife,

and

also

supports

capacity

building,

education

and

awareness

programmes on key species and conservation issues in the Southeast Asian region.

There are three Wildlife Reserves Singapore (WRS) parks Jurong Bird
Park, Night Safari and Singapore Zoo. Possibility of cross-promotion events with the WRS parks.

Our Magazines Voice

[Image] Logo. From: Eco Singapore

Associates / Donor Recipients:

Environmental Challenge Organisation Singapore (ECO Singapore): A notfor-profit social enterprise aimed at youths, that seeks to encourage youths to live environmentally sustainable lifestyles.

ECO Singapore runs campaigns to educate youths, and the public in

general, about living an environmentally friendly lifestyle. Possibility to work with, or purchase photographs and articles from the

photographers and writers of ECO Singapore magazine, EXPRESS!.

Our Magazines Voice

[Image] Logo. From: Nature Photographic Society

Associates:

Nature

Photographic

Society

Singapore

(NPSS):

registered

photographic society in Singapore with the aim of creating an interest in preserving the beauty of the natural world through photography.

Possibility to work with, or purchase photographs from the Photographers

of NPSS.

List of Contents
Cover Story: On current ecological issues within the last 2 months, preferably Singaporean, if not, global. Feature Blurbs / Articles Up to 5: Personal Experience: A man-on-the-ground perspective Personality Interview Utility / How-To / Informative Narrative Story Advances in Green Technology & Policies locally / worldwide 1 Photo Story

List of Contents
Green Tips & Sustainable Living Organic Recipes / Vegetarian Recipes Eco-Style & Fashion Eco-Friendly Products & Services Eco-Trends: Movies, Music, Consumer Technology Upcoming Eco-Friendly events Editors Note Letters Page Whats happening on the Online Portal / Shop Online Advertising to Editorial Ratio: 60% Advertising to 40% Editorial Total of 32 pages 20 pages Advertising, 12 pages Editorial

Writers for the Magazine

Planeteer will commission Freelancers to supply most of the written material. Photographs will similarly be from freelancers. Industry experts on environmental issues will be invited to contribute articles, or will be interviewed for their opinions. Articles can also be contributed by senior management of environmental organizations / businesses.

Writing Style for Magazine

Planeteers writing style will require readers to have a minimum tertiary education, due to the nature of the magazine. Style will be casual, but straightforward, with statistics and data to back-up pieces / opinions. UK English will be used, and Singlish wont be allowed. This style will invoke trust in Planeteers target audience.

Marketing Strategy
Frequency: Monthly Price per Issue: SGD $5.00 1-Year Subscription Offer: SGD $50.00 (instead of $60.00) The majority of Planeteers distribution will be through news-stand sales (~55%), and subscriptions (~35%). Planeteer can also be distributed through our business partners, associates, and advertisers. Sponsers of an environmentally-friendly event could also distribute Planeteer during the event. An appropriate environmentally-friendly organization can also commission

a section / entire issue / custom advertorial within Planeteer just for its
message. Novelty of concept Magazine that folds into a paper bag.

Marketing Strategy
Green Events in Singapore

Planeteer will position itself in green events such as Earth Day, World Water Day,
Singapore Green Transport Day, World Environment Day, Singapore Recycling Day and much more. Wild Singapore, (2003) Calendar. With the expertise we have on hand on green issues, we will offer our services to

organizers of such events. Our resources would be an asset in creating their own brand of
green magazines. This area of custom publishing would be another source of revenue. Online Portal www.planeteer.com.sg The online portal for Planeteer will be an interactive platform for readers feedback, surveys and suggestions for green issues or for the magazine itself. The interactivity gives readers a good platform to raise issues that personally affect them. With the advantage of speed that the portal has compared to the printed media, eco-related

news can be featured online. The Planeteer online portal will be THE go-to site for eco or
green related news.

Marketing Strategy
Planeteers estimated monthly profits is as follows:

Estimated News-stands & Subscription Sales on 10,000 copies = $50,000

Estimated Advertising Revenue - $116,200 (15 pages of Casual Advertising, all DPS + 1 Full Page)

- $24,300 (5 pages of Premium Advertising)

= $140,500 (Total Advertising Revenue) Estimated Operating Costs = $98,350 (Production, Editorial, Advertising Expenses, Circulation, Admin) Estimated Profits = ($140,500 + $50,000) - $98,350 = $92,150

Group 4 Planeteer Magazine Teh Xifeng Ivan 3309957

Hong Peiqin 3309884

Ang Yoke Cheng Marleen 3309715 Kwok Siu Ming Daniel 3293004

The End Q&A?

References: Magazine Cover Concept

Colour Concept: ColourWheel Pro, (2002). See Color theory in Action. Colour meaning. Retrieved 2 April, 2011, from http://www.color-wheel-pro.com/color-

meaning.html

Magazine Name, Masthead: Da Font, (2005) Parma Petit-Normal. Retrieved 31 March, 2011, from http://www.dafont.com/parmapetit.font

Slogan: Da Font, (2005) Parma Petit-Heavy Swinging. Retrieved 31 March, 2011, from http://www.dafont.com/parmapetit.font

Main Blurb Cover Story: Microsoft, (2010). The Segoe UI font. Retrieved 22 March, 2011, from http://msdn.microsoft.com/en-us/library/aa511282.aspx

Blurbs: G Magazine, (2008) Latest Issue. Save $40 per week. Retrieved 24 March, 2011, from G Magazine http://www.gmagazine.com.au/latestissue G Magazine, (2008). Better than new. Retrieved 24 March, 2011, from G Magazine http://www.gmagazine.com.au/features/2450/howvintage-fashion

The Green Screen TV, (2011). The Green Screen. Retrieved 24 March, 2011, from http://www.thegreenscreentv.net/index.php
The land conservancy, (2010). Burn Calories not Oil. Retrieved 24 March, 2011, from Blog http://blog.conservancy.bc.ca/2010/06/burncalories-not-oil/ G Magazine, (2008). Print book Vs E book. Retrieved 22 March, 2011, from G Magazine http://www.gmagazine.com.au/features/2186/print-books-vs-e-books

References: Magazine Cover Concept

Cover Photo: Sanmonku, (2008), Planet Earth [Photograph]. Retrieved 22 March, 2011, from deviantart, Art http://sanmonku.deviantart.com/art/PlanetEarth-86403460?q=boost%3Apopular%20earth&qo=28 Indiae,(2008), Those old movie were true[Photograph]. Retrieved 22 March, 2011, from deviantart, Art

http://indiae.deviantart.com/art/those-old-movies-were-true-I107972590?q=boost%3Apopular%20in%3Aphotography%2Fpeople%20palm&qo=123

Photo Concepts for subsequent issues:

Pipipink, (2008).Earth From Above. [Photograph].Retrieved 2 April, 2011, from Deviant Art http://pipipink.deviantart.com/art/EARTHFROM-ABOVE-88050920?q=boost%3Apopular%20in%3Aphotography%20earth&qo=385 Disco Ball, (2009). Earth. []Photograph]. Retrieved 2 April, 2011, from Deviant Art http://disco-ball.deviantart.com/art/earth119725231?q=boost%3Apopular%20in%3Aphotography%20earth&qo=108

Enchanted mind, (2009). Love the Earth. [Photograph] Retrieved 2 April, 2011, from Deviant Art http://enchantedmind.deviantart.com/art/Love-the-Earth-136862415?q=boost%3Apopular%20in%3Aphotography%20earth&qo=107 Reuben M, (2008, September 22). Log Bowl. Retrieved 2 April 2011, from http://reubenmiller.typepad.com/my_weblog/2008/09/logbowls.html The Mirror Project, (2010, December 9). What is the meaning of life? [Photograph]. Retrieved 2 April, 2011, from

http://themirrorproject.com/?page_id=18

References: Magazine Cover Concept

Colour Palette for subsequent issues (Light): ColourWheel Pro, (2002). See Color theory in Action. Colour meaning. Retrieved 2 April, 2011, from http://www.color-wheel-pro.com/color-

meaning.html
Disco Ball, (2009). Earth. []Photograph]. Retrieved 2 April, 2011, from Deviant Art http://disco-ball.deviantart.com/art/earth119725231?q=boost%3Apopular%20in%3Aphotography%20earth&qo=108

Colour Palette for subsequent issues (Dark):

The Mirror Project, (2010, December 9). What is the meaning of life? [Photograph]. Retrieved 2 April, 2011, from
http://themirrorproject.com/?page_id=18 ColourWheel Pro, (2002). See Color theory in Action. Colour meaning. Retrieved 2 April, 2011, from http://www.color-wheel-pro.com/colormeaning.html

References: Overview of Singapore Market - Issues

Global Warming: IPCC, (2007), Summary for Policymakers. In: Climate Change 2007: The Physical Science Basis. Contribution of Working Group I to the Fourth Assessment Report of the Intergovernmental Panel on Climate Change [Solomon, S., D. Qin, M. Manning, Z. Chen, M. Marquis, K.B. Averyt, M.Tignor and H.L. Miller (eds.)]. Cambridge University Press, Cambridge, United Kingdom and New York, NY, USA.

Retrieved 22 March, 2011, from http://www.ipcc.ch/pdf/assessment-report/ar4/wg1/ar4-wg1-spm.pdf

Dr. Michael Schlesinger, (2011), How Do We Know the Earth is Warming? World Global Temperature Datasets[Figure 1] Retrieved 2 March, 2011, from Environmental Defense Fund http://www.edf.org/page.cfm?tagid=54125

Deforestation:
Conservation International (2011, February 2). The Worlds 10 most Threaten Hotspots: As UN Marks 2011 the International Year of Forests, Conservation International Highlights Forest Ecosystems on the Edge of Collapse. Retrieved 3 March, 2011, from http://www.conservation.org/newsroom/pressreleases/Pages/The-Worlds-10-Most-Threatened-Forest-Hotspots.aspx Mongabay, (n.d). Share of tropical deforestation [Figure 2]. Retrieved 3 March, 2011, from http://photos.mongabay.com/07/trop_defor_piemax.jpg Mongabay, (n.d). Tropical Deforestation by region[Figure2A ]. Retrieved 3 March, 2011, from http://photos.mongabay.com/07/regional_defor.jpg

References: Overview of Singapore Market - Issues

Extinction: Endangered Species International Organization,(n.d) Numbers of Extinction. [Figure 3]. Retrieved 3 March, 2011, from http://www.endangeredspeciesinternational.org/images/overview5_table3.gif Earths Endangered, (2011) Retrieved 3 March, 2011, from http://www.earthsendangered.com/full_list_html.asp

Burning of Fossil Fuels: Mongabay, (n.d)Global Carbon Dioxide emissions from human activities [Figure4]. Retrieved 3 March, 2011, from http://www.mongabay.com/images/2006/graphs/co2_global_1750-2000.jpg Nation Master, (2008) Energy statistic. Retrieved 3 March, 2011, from http://www.nationmaster.com/red/pie/ene_oil_con-energy-oilconsumption

Pollution: Environmental About,( 2011). Health effects of pollution. [Diagram A] Retrieved 3 March, 2011, from http://www.environmentabout.com/wp-content/uploads/2011/02/Health-effects-of-pollution.jpg

References: Overview of Singapore Market - Trends

Green Trends Overseas: ACE Peripherals, (2009). Green companies attract customers. Retrieved 3 March, 2011, from http://www.aceperipherals.com/latest/greencompanies-attract-customers

Clean Energy Worldwide: Clean Edge, (2010)Charts and Tables from Clean Energy Trends 2010[Figure 5] Retrieved 3 March, 2011, from http://www.cleanedge.com/reports/charts-reports-trends2010.php Global Clean Energy Market Surges to $188 Billion in 2010. (2011, March 3). Retrieved 3 March, 2011, from

http://www.sustainablebusiness.com/index.cfm/go/news.display/id/22051

Clean Energy in Singapore: Clean Energy Expo Asia Post Show Report (2010), page 5-6. [Figure 6] and [Figure 6A]. Retrieved 4 March, 2011, from http://www.cleanenergyexpoasia.com/downloads/CEEA2010_Post_Show_Report.pdf

Energy Conservation: Report on Energy Trends in Singapore, (2009). Retrieved 4 March, 2011, from Scribd http://www.scribd.com/doc/38680377/EnergyTrends-in-Singapore Climate Change & Energy Efficiency, 2011, March 21. [Figure 7] Retrieved 4 March, 2011, from E2 Singapore http://www.e2singapore.gov.sg/climate-change-energy-efficiency.html

Tay, Eugene. (2011, March 14) A Guide to the Eco Labels in Singapore [Eco Label Logo Images] Retrieved 5 March, 2011, from Green
Business Times http://www.greenbusinesstimes.com/2011/03/14/a-guide-to-the-eco-labels-in-singapore/

References: Overview of Singapore Market - Trends

Waste Management 3Rs of Reduce, Reuse, Recycle: National Environment Agency, (2007). Implementation of the 3Rs Singapore. Retrieved 5 March, 2011, from http://www.3rkh.net/3rkh/files/Singapur.pdf Sustainable Environment for Quality of life, (2004). 100 Ways to Save The Environment. Retrieved 5 March, 2011, from http://www.seql.org/100ways.cfm Ong Seng Eng, (2011). 3R Portfolio- Good Practices to Promote the 3Rs Country:Singapore. Retrieved 5 March, 2011, from Retrieved 5 March, 2011, from http://www.env.go.jp/recycle/3r/en/info/05_13.pdf Start Recycling at Home, (2008). ZeroWaste Singapore. Retrieved 5 March, 2011, from http://zerowastesg.com

[3R Image]. Retrieved 5 March, 2011, from http://lh5.ggpht.com/_Vt19lAo_r1w/SfHUraLu73I/AAAAAAAABUU/Q_RRHEwPmXU/wallpaper3rs.jpg Peck Thian Guan, (2009) National University of Singapore. Report: An Overview of 3R in Singapore.[Statistic] Retrieved 5 March, 2011, from http://www.eria.org/pdf/research/y2008/no6-1/Chapter4.pdf

Conservation of Flora & Fauna: National Parks Board, (2009). Nature Conservation Laws: The legal protection of flora and fauna in Singapore Retrieved 5 March, 2011, from http://www.nparks.gov.sg/cms/index.php?option=com_content&view=article&id=146&Itemid=128 Conserving Our Biodiversity: Singapores National Biodiversity Strategy and Action Plan.(2009). Retrieved 5 March, 2011, from National Parks Board http://www.nparks.gov.sg/cms/docs/nbc/NPark-booklet-final-4sep.pdf Wild Singapore, (2003) . Retrieved 5 March, 2011, from http://www.wildsingapore.com/

Singapore Tourism Board, (2010). Your SingaporeRetrieved 5 March, 2011, from http://www.yoursingapore.com/
Your Singapore.com, (2010) The Inspiration room, 2010, September 10. [Image2] Retrieved 5 March, 2011, from http://theinspirationroom.com/daily/2010/your-singapore-com/

References: Overview of Singapore Market - Trends

Eco-Friendly Lifestyle: Chan Desmond, (2011). Organic Food Trend in Singapore. Retrieved 5 March, 2011, from http://ezinearticles.com/?Organic-Food-Trendin-Singapore&id=5030367

Stanton, Emms & Sia, (2008). Agri-Food Trade Service: Singapore's Markets for Functional Foods, Nutraceuticals and Organic Foods
2008 to 2012. Retrieved 5 March, 2011, from http://www.ats.agr.gc.ca/ase/4544-eng.htm Baey Shi Chen, Theresa Tarpey & Ramesh William, (2011, April 17). Think Green(er). SG Forum. Retrieved 5 March, 2011, from http://sgforums.com/forums/1902/topics/356440 Choose By Olive Venture, (2011). Featured Product. Retrieved 5 March, 2011, from http://www.oliveventures.com.sg/ Bud Cosmetics, (2006) Bud: We know Organic. Retrieved 5 March, 2011, from http://www.budcosmetics.com/ Lim Jessica & Wong Tessa, (2010, May 27) Eco-friendly stores chase green dollar. Retrieved 5 March, 2011, from Asia One http://www.asiaone.com/Business/News/SME+Central/Story/A1Story20100526-218595.html

Green Building Movement:

Wong Siew Ying, (2008, May 22). New initiatives launched to promote green building movement. Retrieved 5 March, 2011, from Channel
News Asia http://www.channelnewsasia.com/stories/singaporelocalnews/view/349442/1/.html

References: Overview of Market Segment Target Audience

Target Audience, Demographics, Psychographics, Survey Data: Lahle Wolfe, (2011). Green Marketing Influences Consumer Spending Habits: Women Are Greener than Men When it comes to Running

Their Businesses. Women in Business. Retrieved 5 March, 2011, from

http://womeninbusiness.about.com/od/marketingyourbusiness/a/green-marketing.htm Clean Energy Expo Asia Post Show Report (2010), page 5.Vistors professional Status.[Pie] Retrieved 4 March, 2011, from http://www.cleanenergyexpoasia.com/downloads/CEEA2010_Post_Show_Report.pdf Survey Monkey, (1999). Planeteer Magazine Questionaire.[Table] Retrieved 4 March, 2011, from http://www.surveymonkey.com/s/37KK3VJ

References: Overview of Market Segment Potential Advertisers

Green Malls - City Square Mall: Max , (2009, Jan 15) Singapore's First Green Mall. Eco Space. [Image] Retrieved 6 March, 2011, from Eco Asia http://www.ecoasia.info/content/en/sp-city-sq-mall City Developments Limited, (2009). Singapore's First Green Mall. Eco Space. [Image] Retrieved 6 March, 2011, from Eco Asia http://www.eco-asia.info/content/en/sp-city-sq-mall

Green Malls Sembawang Shopping Centre: Asias Retailer, (2009). Snapshots of greenmalls in Singapore Retrieved 6 March, 2011, from http://www.retailasiaonline.com/magazine/archive/2009/mag2009-11_story10.html Sembawang Shopping Mall, (2010, December 31). [Image] Retrieved 6 March, 2011, from Capital Mall

http://www.capitamall.com/portfolio_sem.html

References: Overview of Market Segment Potential Advertisers

Green Retailers: Green Retailing, (2010) Singapore retailers on track with eco-practices Retail . [Image]Retrieved 6 March, 2011, from Asia Online http://www.retailasiaonline.com/magazine/archive/2010/mag2010-11_story03.html Blum N Co, (2011) Be Simple. [Image] Retrieved 6 March, 2011, from http://www.blumnco.com/ Home Fix, (2007) Save Our Home, Our Earth! [Image] Retrieved 6 March, 2011, from http://www.home-

fix.com/highlight/highlight.aspx?Id=130
Hush Puppies, (2011). Retrieved 6 March, 2011, from http://www.hushpuppies.sg/SHome.html Etrican, (2011)[Image]Retrieved 6 March, 2011, from http://www.etrican.com Lim Jessica & Wong Tessa, (2010) Eco-friendly stores chase green dollar Retrieved 5 March, 2011, from Green Singapore Retrieved 6 March, 2011, from http://www.greensingapore.com/Singlenews.aspx?DirID=119&rec_code=590539 Terra Plana, (2011)[Image] Retrieved 6 March, 2011, from http://www.terraplana.com Timberland, (2010) [Image] Retrieved 6 March, 2011, from http://www.timberland.com.sg Cold storage, (1997) Corporate Home [Image] Retrieved 6 March, 2011, from http://www.coldstorage.com.sg/corporate/public/corporate_home.html Nan Yang Optical, (2011) Singapore First eco-friendly eyewear store. [Image]Retrieved 7 March, 2011, from http://www.nanyang.com.sg/eco.html

Choose By Olive Ventures, (2011) Singapore's First Eco Store! [Image]Retrieved 7 March, 2011, from http://www.oliveventures.com.sg/
The Body Shop International, (2008). Earth Lovers. [Image] Retrieved 8 March, 2011, from http://www.thebodyshop.com.sg/en/index.aspx Super Nature Pte Ltd, (2010) Product highlight. Retrieved 8 March, 2011, from http://www.supernature.com.sg/

Green Technology: Konica Minolta Holdings, (2007) Bizhub for the earth. [Image] Retrieved 8 March, 2011, from http://www.konicaminolta.com/tech_info/biz/index.html

References: SWOT - Strengths

SWOT - Strengths - Growing Trend:
Kong Lily, (2004). Environment as a social concern: Democratising public arenas in Singapore? Retrieved 10 March, 2011, from http://profile.nus.edu.sg/fass/geokongl/ircpaper.pdf Loh Soo Hua Debbie, (2009) Environmental Ethics and Ecology 1: Environmental conscientiousness of Youths in Singapore. (P.5~8)[Figure 9][Figure 9A]Retrieved 10 March, 2011, from Scribd http://www.scribd.com/doc/48622242/Paper-on-Environmentalconsciousness-of-Youths-in-Singapore

Kok Melissa, (2010, November 7). Straits times. Total Defence for the environment. More firms taking up the green cause. Retrieved 12
March, 2011, from Wild Singapore http://wildsingaporenews.blogspot.com/2010/11/total-defence-for-environment.html Kelly Racheal, (2011, feb 23). Channel News Asia. More firms going green. Retrieved 12 March, 2011, from Wild Singapore http://wildsingaporenews.blogspot.com/2011/02/more-singapore-firms-going-green.html Harsha Jethnani, (2010, August 4) The Straits Time. More Singapore firms lauded for going green. Retrieved 12 March, 2011, from Asia

News Network http://www.asianewsnet.net/home/news.php?id=13458&sec=2

Spire Research and Consulting Pte Ltd, (2008, September 30). Over 80% of Singapore companies claim to be Green. Retrieved 12 March, 2011, from http://en.spireresearch.com/view_media_Over_80_percent_of_Singapore_companies_claim_to_be_Green.html National Parks Singapore, (2010) About Garden City Fund. Retrieved 12 March, 2011, from http://www.gardencityfund.org/whoweare.html

References: SWOT - Strengths

SWOT - Strengths - Positive Perceptions: Lahle Wolfe, (2011). Green Marketing Influences Consumer Spending Habits: Women Are Greener than Men When it comes to Running Their Businesses. Retrieved 5 March, 2011, from Women in Business.

http://womeninbusiness.about.com/od/marketingyourbusiness/a/green-marketing.htm
Shaw Howard, (2009). A newsletter of the Singapore Environment Councils: Elements. Retrieved 12 March, 2011, from http://www.sec.org.sg/images/Publications/Elements/march2009.pdf Tay Eugene, ( 2010, October 13) New Segment at SITEX to Cater to Green-Minded Consumers Retrieved 12 March, 2011, from Green Business Times http://www.greenbusinesstimes.com/2010/10/13/new-segment-at-sitex-to-cater-to-green-minded-consumers Cowling Tania, (2011, January 18) Why Should a Business Go Green. Reasons to go Green. Retrieved 12 March, 2011, from Brighthub http://www.brighthub.com/environment/green-living/articles/66359.aspx Dow Corning, (2007) International Survey Highlights Business Attitudes Towards Sustainability. (p.2~3)[Figure 10] [Figure 10A]Retrieved 12 March, 2011, from http://www.dowcorning.com/content/about/aboutmedia/SustainDoc.pdf

SWOT - Strengths - Prime Mover Advantage: Wiki Pedia(2011) The free encyopedia. List of magazine in Singapore. Retrieved 12 March, 2011, from http://en.wikipedia.org/wiki/List_of_magazines_in_Singapore World Newspapers, (2002) Environmental Magazines. Retrieved 12 March, 2011, from http://www.worldnewspapers.com/environment.html SPH Magazines Pte Ltd, (2011) Magazines. Retrieved 12 March, 2011, from http://www.sphmagazines.com.sg/magazines

References: SWOT - Weakness

SWOT - Weakness - Apathy from Un-environmentally-conscious: Consumer Behaviour Report (2007, September) Eco Friendly parenting: Shopping Trends (p.3) [Figure 11] Retrieved 20 March, 2011, from [Figure 11]https://mr.pricegrabber.com/Eco_Friendly_Parenting.pdf

Prem Shamdasani, Gloria Ong Chon-Lin, Daleen Richmond (1993), "EXPLORING GREEN CONSUMERS IN AN ORIENTAL CULTURE:
ROLE OF PERSONAL AND MARKETING MIX FACTORS", in Advances in Consumer Research Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT : Association for Consumer Research, Pages: 488-493. Retrieved 20 March, 2011, from http://www.acrwebsite.org/volumes/display.asp?id=7504&print=1 Eco-friendly Products in Asia: An Overview, (2009, September 9). Retrieved 20 March, 2011, from

http://www.unido.org/fileadmin/user_media/UNIDO_Header_Site/Subsites/Green_Industry_Asia_Conference__Maanila_/Eco_friendly_pro
ducts_Asia.pdf

SWOT - Weakness - Men are less environmentally-conscious than Women: Business News Daily Staff (2010, December 10) Men Less Likely to Buy Into Green Movement Retrieved 22 March, 2011, from

http://www.businessnewsdaily.com/men-less-likely-to-buy-into-green-movement-0801/
Alison Neumer Lara, (2011) Why Women Are Better for the Planet. Retrieved 20 March, 2011, from http://life.gaiam.com/article/whywomen-are-better-planet Raquel Fagan, (2009, December 31) Women Out Green Men for Eco Goals. Retrieved 20 March, 2011, from http://earth911.com/news/2009/12/31/women-out-green-men-for-eco-goals/

References: SWOT - Weakness

SWOT - Weakness - Attracting Advertisers, Subscribers & Readers:

SPH Magazines Pte Ltd, (2011) Magazines. Retrieved 12 March, 2011, from http://www.sphmagazines.com.sg/magazines
Wikipedia(2011) The free encyopedia. List of magazine in Singapore. Retrieved 12 March, 2011, from http://en.wikipedia.org/wiki/List_of_magazines_in_Singapore

References: SWOT - Threats

SWOT - Threats - Competition from similar local titles: Nature Society, (2006). Nature Watch. Retrieved 20 March, 2011, from http://www.nss.org.sg/naturewatch.html

Eco Singapore, (2006). EXPRESS! Magazine - Youth-Oriented Environmental Magazine. Retrieved 3 April, 2011, from http://www.ecosingapore.org/stay-in-touch/express-magazine

References: Our Magazines Voice

Our Magazines Voice:

Nature Society Singapore, (2006). Nature Watch. Retrieved 20 March, 2011, from http://www.nss.org.sg/naturewatch.html
Nature Society, (2006). Nature Watch. [Image]. Retrieved 20 March, 2011, from http://www.nss.org.sg/naturewatch.html Wildlife Reserves Singapore Conservation Fund, (2010)Logo.[Image]. Retrieved 3 April, 2011, from http://www.wrscf.org.sg/Default.aspx WRSCF, (2010). WRSCF News. Retrieved 3 April, 2011, from http://www.wrscf.org.sg/Default.aspx Eco Singapore, (2006) Logo. [Image]. Retrieved 3 April, 2011, from http://www.eco-singapore.org/ Eco Singapore, (2006) EXPRESS! Magazine - Youth-Oriented Environmental Magazine. Retrieved 3 April, 2011, from http://www.ecosingapore.org/stay-in-touch/express-magazine NPSS, (2000). Nature Photographic Society Retrieved 3 April 2011, from http://npss.org.sg/main/index.php Nature Photographic Society,(2000). Logo. [Image]. Retrieved 3 April 2011, from http://npss.org.sg/main/index.php

References: Marketing Strategy

Marketing Strategy: Wild Singapore, (2003). Green Calendar. Retrieved 3 April 2011, from http://www.wildsingapore.com/events/greenday.htm