Date post: | 24-Apr-2015 |
Category: |
Lifestyle |
Upload: | alexandra-robitu |
View: | 217 times |
Download: | 0 times |
Political factors
Restrictions from the government on the
”ultra slim ideal of beauty”
- Urge to minimize airbrushing by the model health inquiry
Economical factors
No VAT for magazines or new papers in the UK
Economical recession
Social factors
£1,9 bn
87%
91% Is the amount that
is yearly spent on magazines in the UK
Of the UK population read magazines
Of 15-24 year olds read magazines
Technological factors
The growing use of social media
The growth in e marketing
Environmental factors
2nd issue of the green edition
ELLE goes green
Be ECO, think ECO!
Suppliers…
US3 company
Poly lang press
LAVISHY
True Love Eternity
Very wendy designs
… & employees
Work on building up company’s reputation and giving the customers what they expect
CompetitorsOur top competitors according to allyoucanread.com are 1. Marie Clarie
2. Vouge
3. Cosmopolitan
4. Glamour
5. In Style
6. Allure 7. Vanity Fair
Highly successful fashion&style magazines
Have been on British market for long time
Competitive prices
1
2
3
4
5
6
7
8
9
10
0 5 10 15 20 25 30 35
Comparison of ELLE to other magazines
Scale
Percentage
Customers16-26 years old
Fashion conscious
Successful
GossipsPassion for shopping
Passion for new experiences
Adventures
Sales
monthlyevery 2-3 monthsnever
fash
ion
trave
l
cele
briti
es
heal
th0
20
40
60
Articles
articles
‘ I like being in sync with the trends of the season’
‘ I like the quality of the articles. They’re always
well written’
There’s a lot of tips and styling advice’
Internal Context
The Marketing Mix
Place
Circulation of ELLE magazine
TOTAL (UK)
195,020
PriceCover price: 3’80Positioning:
3.4 3.5 3.6 3.7 3.8 3.9 4 4.1 4.20
2
4
6
8
10
quality
Product
Fashion Beauty tips Celebrities Breaking news in the high-fashion
world Health and fitness Travelling horoscopes
Promotion
Magazine’s appearance › Celebrity in cover page
Quality of ELLE and its articles
Advertisements/social media
Sponsorships in events and catwalks
PEOPLE
Resea
rch
& Dev
elop
men
t
Gener
al &
Adm
inistra
tive
Sale
s & M
arke
ting
Exec
utive
Lead
ersh
ip0%
10%
20%
30%
40%
50%
60%
Elle Magazine employeesEmployees at similar companies
Job function composition
0-5 years
5-10 years
10-15 years
15-20 years
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Elle magazine employeesEmployees at similar com-panies
Years of work experience
Bach
elor
's D
egre
e
Mas
ter's
Deg
ree
High
Scho
ol D
egre
e
Asso
ciat
e's Deg
ree
Certifi
catio
n0%
10%
20%
30%
40%
50%
60%
70%
Elle magazine employeesEmployees at simi-lar companies
Highest Educational Degree Attained
Physical environment
HEADQUARTERS
HEARST CORPORATIO
N
Physical environment
IMAGE
Physical environment
EVENTS
Physical environment
BLOG & WEBSITE
PROCESS
SWOTStrengths
ThreatsWeaknesses
Opportunities• Worldwide known magazine
• 72 years of experience in gaining costumer loyalty
• Designed for different publics• Good reputation• Always updated• Highly qualified employees• Over 20 years experience in
the UK
• Health articles -least preferred by readers; they should be more appealing
• The readers don’t understand the adverts as part of the fashion image of the magazine
• Costumers are not interested in subscription
• Driving customers away with the price; quality –price report is not balanced.
• The competitors; Vogue is still the leader on the market.
• Overcome vogue• Make articles more
appealing• Create their own events
to reach their publics
Thank you for listening