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Vogue Essay

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1. Introduction

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. .

2. Context/situation analysis

The context analysis is a study of what my company and brand is doing now, …show more content…

At the beginning VOGUE purely targeted women between 25-54 years old, but created these two new editions in order to widen its target audience.

After showing the segmentation and target market that Vogue is focused on, we will study the positioning strategy that Vogue use. Positioning is defined as"the relative perceptul position of one brand usually compared with competing brands altough arrange of positioning approaches are possible to achieve" (Pickton and Broderick, 2005). Vogue has its own identity; its brand sets it apart from other magazines. It is the most valuable high fashion magazine, continuing to position itself as both unique and authentic. They have developed relationship marketing, defined as "Marketing with the conscious aim to develop and manage long-term and/or trusting relationsips with customers, distributors, suppliers, or other parties in the marketing environment". It focuses on the best designers, fashion photographers and models in order to retain its core customer- stylist women. Vogue tries to provide added value,so the brand has prices that are not cheap, investing in creativity and focusing on quality. They try to create a consitent marketing mix rto have a long-term relationship with the target market, and they try to crea
Since joining Editor Anna Wintour, she tried to improve the status and reputation of the magazine in order to be better that the

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