Vogue Armenia and Fashion Show Opening Event: Marketing Plan

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“Vogue Armenia” and Fashion Show Opening Event
Marketing Plan

MKT 369 Practicum in Marketing Communications

Professor Gail Hamilton & Louise Holloway

Prepared by: Anahit Grigoryan, Ani Oganesian, Nairi Zovelian April 27, 2012

Table of Contents
Executive Summary…………………………………………………………………………………………………3 Current Marketing Situation……………………………………………………………………………………4 SWOT Analysis………………………………………………………………………………………………………..6 Target Market…………………………………………………………………………………………………………6 Positioning and Competitive Map…………………………………………………………………………..7 Price……………………………………………………………………………………………………………………….10 Distribution…………………………………………………………………………………………………………….10 Sales Force……………………………………………………………………………………………………………..10 Advertising & Promotion……………………………………………………………………………………..…11 Action Program……………………………………………………………………….……………………………..12 Organizational Objectives……………………………………………………………………………………….13 Financial Forecasts……………………………………………………………………………………………….…13 Bibliography……………………………………………………………………………………………………………16 Module B Research Portfolio………………………………………………………………………………….18

Executive Summary

“Vogue” Magazine is popular worldwide and has entered 19 nations to become the number one fashion magazine. The purpose of this paper is to set forth a marketing plan by which the company can add another product to its line, “Vogue Armenia.” As “Vogue’s” niche market is growing in Armenia and the economic situation is stabilizing, there is a firm opportunity for “Vogue” to enter the country with its own international edition and be accepted among the target market. “Vogue Armenia” target market includes women with high disposable incomes and a sense for fashion and culture. Market research has proven that there is a need for “Vogue” in Armenia. After thorough analysis of our primary and secondary research sources, we have comprised a marketing mix relevant to the magazine’s entrance into a growth market. The “Vogue Armenia” Fashion Show Launch Event will be especially important in terms of attracting



Bibliography: Basford, J. (2011, August 18). The Collective. 3 Girls Senior Marketing Lights Camera Fashion Bringle, J. (2012, April 11). NewsObserver. N.C. State hosts its first fashion week. Retrieve April 18, 2012, from http://www.newsobserver.com/2012/04/12/1994759/nc-state-hosts-its-first-fashion.html Catwalk Productions & Events (n.d.) Retrieved April 17, 2012, from Retrieved April 19, 2012, from http://fashionbombdaily.com/2010/07/19/fashion-bomb-exclusive-did-conde-nast-reject-vogue-africa/ Conde Nast (April 2012). Vogue Media Kit Web. Retrieve April 18, 2012, from http://www.condenast.com/brands/vogue/media-kit/web Elle. (n.d.) Retrieved April 27, 2012, from http://www.elle.com/ Fashion Blog Global Finance. (n.d.) Armenia Country Report. Retrieved April 26, 2012, from http://www.gfmag.com/gdp-data-country-reports/327-armenia-gdp-country-report.html#ixzz1tEN30BnN Harper’s Bazaar (n.d.) Retrieved April 27, 2012, from http://www.harpersbazaar.com/ Research Vogue. (n.d.). Retrieved April 16, 2012, from http://www.bookrags.com/history/vogue-sjpc-05/ Tadevosyan, A. (2010, November 30). Fashion Road: Dialogue Across Borders. Retrieved April 15, 2012, from http://www.style.am/featured/fashion-road-dialogue-across-borders Vogue (April 2012)

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