In this report I have focused on Vogue magazine. Vogue is a product from the magazine publisher Conde Nast which publishes magazines including Glamour, GQ and Vanity Fair. Vogue is an American fashion magazine and was founded in 1892. The current editor of American Edition is Anna Wintour.
The purpose of this report is to recommend a marketing communications campaign focused on the Digital Edition of the magazine in order to increase sales and reduce costs. In order to do that, we will conduct a SOSTAC composed of Situation Analysis, set Objectives, promotional Strategies, Tactics, Implementation and Control. .
The context analysis is a study of what my company and brand is doing now, in order to find out information to set the objectives, strategies and tactics. A context analysis within a marketing communications plan is vital to understand the key market and communication drivers that are likely to influence a brand. (Fill, 2009) The main elements of a context analysis are divided into four. The customer context
Vogue targets women between the ages of 25 to 54. The characteristics of VOGUE's customers are: smart, stylish and sophisticated females. The main persuit of the lifestyles customers are luxury, exclusivity, design, uniqueness.
Every magazine has an specific audience which they target through the typography and the colours they use, the different brands models wear and the sections they have within the magazine. All of these aspects of the magazine aim to represent the lifestyle and ideology of the target market. This is the reason why you can only see luxury brands in VOGUE and a jacket could cost £2500.
VOGUE's target market is looking for the lastest fashion trends. Their target market is divided into two groups. The first group are professional, successful and rich women who are interested in purchasing luxury products. The second group are young women 25-30 years old who love fashion. This group of young women want to keep up-to-date and love the latest fashion news but they are not going to purchase the luxury products. They are average income women who are loyal customers and subscribe to the product. Women want to be constantly up-to-date so the magazine is available through a smartphone app, iPad app, and in a printed edition. There are also different apps including "VOGUE 365" or "VOGUE Desfiles" which provide the best of fashion and beauty news and behind the scenes imagery.
The business context
The steps that every company or brand has to esablish in order to be successfull are Sementation, Targeting and Positioning.
Vogue segment the market according to different variables, such as age, gender, income and location. Vogue marketers use a demographic and geographic segmentation .
Vogue marketers divide the market by country and climate and offer different Vogues according to the country. There are 17 different editions in 17 countries. The China edition has a different content and fashion than the other editions, for example, the Paris editon. The content of the magazine also depends on the climate. For example if it is summer in one country and winter in another Vogue tries to fit with the customer's needs and purchasing behaviour. Clothes are a product that depends on the climate.
"Segmenting markets by age, gender, income, ethnic background, and family life cycle" (Lamb, Hair and McDaniel, 2009:234) Marketers of VOGUE segment markets by gender: male and female. They also segment the market by income: medium, high or low. The family life cycle studied by these marketers are if they are single, engaged or married people.
Vogue's target audience is women between 25-54 years old. Vogue has been very successful in getting its audience, however nowadays marketers have realised the importance and potential of the male and young audience. Because of this, Vogue has...