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 &
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* Harper’s Bazaar
“Harper's Bazaar is [a fashion magazine] for women who are the first to buy the best, from casual to couture.” (harpersbazaar.com) Bazaar does not have an Armenian edition either, and is, once again, imported from Russia. * El Style
El Style is an Armenian fashion magazine detailing the latest fashion shows and events of Armenia and interviews of famous people and celebrities. It was launched in 2004 and is very successful in Armenia. It has a distinct brand positioning as a trendy and informative magazine * Cosmopolitan Armenia
Cosmo is a lifestyle magazine for women, featuring articles on relationships, sex, celebrities, style, hair, and beauty. The Armenian edition of Cosmo was launched in March 2011 and has been realizing success ever since.

We also identified secondary competitors for “Vogue Armenia” which are magazines with fairly different content, but segment the same market. * Luxury * Prestige * Design Deluxe * New Mag * Elite Life
These magazines are elaborative about luxurious lifestyles not limited to fashion. They present the latest mobile phones,

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