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Glamour Magazine Marketing Analysis
Transcript of Glamour Magazine Marketing Analysis
Multiple Segments Geographic Characteristics Demographic Characteristics Psychographic Characteristics Geographic Characteristics Glamour operates in 14 different countries.
This is a separate market
Glamour must adapt to each different country in terms of fashion, beauty, celebrity and lifestyle Demographic Characteristics Young Woman Market Older woman Market 18-25
Into social media
Relationships/Love Establishment 26-49
Worried about money
Interested in renown celebrities 1939 First Issue
Began in the United States
"Glamour of Hollywood"
Published by Condè Nast Publications Features Celebrities Health Beauty Love/Sex Fashion Psychology Quick Facts Editor In Chief: Cindi Leive Psychographic Characteristics Based on Behavior and Lifestyle
Hopes ,Fears, Habits
Loyalty 1968: 1st African American Cover,Katiti Kironde International Readership: 12.1 Million
Unique Visitors: 6.9 Million Retail Stores
App store Customers Print 11,107,000 Audience
95% Female 5% Male
8,562,000 from 18-49
Advertisers Web 4.5 Million Average Monthly Views
73% Female 27% Male
49% Married 51% Not Married
Advertisers Customer Relationships G Long Term and "sticky"
Social Media Relationship
Mobile Relationship B randing Strategy Value Proposition Relatable Content
Geographically Available Perceived Value Customer Feelings
Realistic Consistency Channels Monthly Magazines
Active Presence on Social Media
Glamour of the Year Awards Engagement/Relevance Glamour Poll
Q&A's Digital Position Key Partners Activities Resources Conde Nast
Advertisers Production and Sales
Updates and Maintenance
Interns Credibility Cost Structure & Revenue Stream Advertisers
100% Guarantee Typical Costs
Acquisition of Competitors
Production Fees Advertisers
168,990 per 2 page insert
Single Copy and Subscriptions
Google+ Glamour Model Demand Generation Advertising Segment Advertising Segment Beauty Advertisers
ex. Revlon, Lancome, Fragrances
ex. Banana Republic, Michael Kors, Ralph Lauren
Womanly Product Advertisers
Venus, Nuva Ring, Playtex Email Campaigns/Social Media Postcards, Subscription Web Link,
Discounts, 100% Guarantee Subscription Rate, Single Copy Sales,
Page Views, Unique Visitors,
Digital Edition Downloads Social Media Followers,
Repeated Subscriptions GlamSpotters, Reviews,
Comments Awareness Consideration Conversion Loyalty Advocacy Recommendations Crowdsourcing: Expanding GlamSpotters
Increase Engagement by Incorporating Advocacy Reward Program
Increase Awareness by Brand Extension into Restaurants, Clubs, Cafes Glamour.com 144 May 2013 Questions on next page