STRATEGIC BRAND MANAGEMENT

“ It’s your oxygen

It’s your caffeine

It’s your best friend ”

“Love & relationships

Bible”

Lifestyle international magazine for energetic women,

who desire to be the best in any aspects.

WHAT IS IT? … women’s magazine brand

• modern women

• Age 18 to 35 years

• upper middle class

• Live in the city

• good income

Well-educated

• love fashion, fun loving,

healthy, freedom & optimistic

TARGET CUSTOMER

“ To make all readers happier, more successful and more gorgeous in life”

BRAND PROMISE

• The slogan is memorable as FFF

“Fun, Fearless, Female

• Logo is from Franklin Gothic Extra Condensed font which appears on the headline of the magazine cover

• Image present by a young popular woman in sexy costume sexy gesture as an icon.

• Color The main color is pink which stand for feminine and euphemistic

BRAND ELEMENTS

First Cosmopolitan Magazine

Price : 10 cent / copy, $1 / year

Articles :

Family, household, cooking,

children management

Circulation : 25,000/month

Brand Concept : First-class family magazine

Brand Concept : Literacy Magazine

new fiction by presented short

novel

keep on fashion and health

articles.

Launched campaign to

sponsor a free copy at school.

Within a month, more than

20,000 students registered.

company was not able to

sponsor the risk and finance

Concept : Feminine and sexually center

message to customer about

sexual freedom, more fashion.

The magazine cover was

completely illustrated with teenager

models in nice fashion.

7 main section : Celebs, fashion

trends, Love, Sex & Success, beauty

Health, Shopping and career.

unique concept made sales

increased and well known until now.

Product Strategy

Reach customer as much as possible by specific customer at different target

What’s articles

The articles mostly are about women with any problems that they

have found explanations such as

• flirting men or having sex with men

• how to catch a gentleman

• 7 things you don’t know about men

• fashion of the month from celebrity

• talk of the town

• Sexy Hairstyles to Rock on Rainy Days

• how to fix the bad tamper during periods

Approximately 8 - 10 editorials related

40% Love & relationship

30% fashion trends, celeb

20% shopping, advertising

10% health & career

Brand Strategy : Place

Distribute at convenience store, Coles, Woolworth, newsstands etc.

It is printed and distribute to reach more than 78 million readers per

month more than 100 countries in 35 languages , 64 international

editions all around the world.

Published by an American mass media group call Hearst Corporation

In Australia, Published by Bauer Media Group. It is an Australia’s top

magazine publisher which produces more than 80 magazines under the arm of Nine Entertainment

Website

Magazine Marie Claire ELLE Vogue InStyle Glamour Cosmopolitan

Image Cover

Category

Entertainment

Fashion

Food

Health

News & politics

Women's

Circulation 971,708 1,135,737 1,315,304 1,801,701 2,324,170 3,023,884

Found 1994 1981 1892 1994 1939 1886

Source: Find The Best, Unbiased data-driven comparisons 2013

Women’s magazine

High Value

Low Value

Full of Variety contentLess Variety

Cosmopolitan

Marie Claire

Glamour

Vogue

ELLE

InStyle

Perceptual Mapping of Women’s Magazine

SWOT Analysis

Strength

Big brand by big company under Hearst Corporation

made Cosmo got strong position strong direction and good

reputation

The biggest selling award women’s magazine in the world

The sexually centered concept is unique concept than

competitors.

reliability of data

SWOT Analysis

Weakness

Under name of women’s magazine so it has limited of

readerships.

It is from American Mass Media Company, some pieces of

advices in the articles were given to readers may not suit

for the other culture countries.

SWOT Analysis

Opportunity

Strong distribution network in many languages and

international editions around the world gain more

readerships.

E-magazine become popular

Women are interested about fashion, love, sex and healthy.

It is beneficial trends which never disappear from women.

Multiple Brand extensions such as Cosmopolitan Bride,

Cosmo girl, Cosmopolitan Hair & Beauty, Cosmopolitan

Pregnancy.

Threats

Readers have more choices because of there are lots of magazines in

the market so brand loyalty may decrease.

The social media is too high competitive at this time, in order to make

it unique as always Cosmopolitan must find the new innovation for

increasing and keeping readers.

Magazine is a product which fluctuates by economic. Economic

slowdown made them hard to sell out

Brand position is very strong about sex and love, some piece of advice

may not suit for teenager.

SWOT Analysis

Recommendation

E-magazine is a good idea for this decade. The readership can grab it with them every time.

Cosmo can still expand more new channel market to other countries.

Create new activities such as Speed dating campaign, doing activities like

roadshows to the office.

Sponsor on TV show, talk and advice about sexual or fashion.

Corporate with fashion brand such as fashion show.

give away special collection such as fashion magazine insert in the big magazine.

Extra promotion will gain more readers and increase more readership.

Create new articles

readerships need more information all the time to follow the trends in the social world, need to update website so the consumer can get the latest updates.

THANK YOU