Advertising and communication: Launching a new product - Women's magazine

Thèmes abordés

Women magazine advertising communication pub marketing product audience swot strategy

Résumé du document

In this advertising and communication strategy based paper, we will deal with the launch of a new product - a women's magazine. In France, the press is a big market but there are some population segments which lack specialized magazines. One such segment covers women aged above 60; this state of affairs has spurred our interest in launching a magazine catering to the needs and interests of this specific demographic. As there is a dearth of competitors on this segment, it will be easy to differentiate our magazine from other women's magazine. The most difficult part will be the communication, as it is a new product, therefore we have to create product awareness and set up a marketing and communication plan to reach our target audience and create loyalty.

Firstly, we will talk about the product itself, its characteristics, function and content. We will see how this new product can respond to a big opportunity. Subsequently, we will talk identify the audience we intend to reach and the inherent aspects of this particular demographic. Following the creation of a marketing mix, we will determine an effective communication strategy for our new product. We will set up the marketing and communication objectives in order to determine the marketing communication mix. Later we will examine the regulatory issues even if the French press is not known for its stringent regulations and it is quite easy to launch a new magazine. In the concluding section, we will talk about the final campaign with an example of a media campaign.

Extraits

[...] Advertising and Communications Submitted by Alexandre CARCIENTE Course: November Page 18 of 20 PRE-ASSIGNMENT PAPER For each product, in my case women's magazine I'll answer to the following questions: . Name of the product Parent company 2 or 3 features of the product Estimate age and gender of the target audience Tag line/ Strap line/ Slogan of the product Where is the product advertized? What do you think are the strengths and weaknesses of the advertizing ? . First product: Muteen Muteen, is a French women's magazine, the parent company is JALOU GALERY . [...]

[...] We want to create the product awareness for our new women's magazine so we have to advertize a lot but with a strategic plan to reach our target audience. In order to advertize we are going to use different tools . First of all we are going to choose our media. To reach our target audiences, which are women of more than 60 years old we have to choose the right media . Women of more than 60 years old listen to radio, they also watch TV the also take the bus and the metro . [...]

[...] Marketing and communication objectives: . We want to launch our new product, a new women magazine for the women of more than 60 years old. We want to conquer the market of women readers of magazines of more than 60 years old. We want in six months after the launching of our new magazine to be the leader on this segment market . Our main goal, because it is a new product, is a cognitive goal. We want to create the product awareness, all the women of more than 60 years old who read magazines have to know that we exists and we are specialized for them . [...]

[...] So about the period of advertising we will advertise one week before the publishing and one week after. So we will advertise in this media 2 weeks each month the first and the last week and we will advertise during six month in order to create the product awareness . Radio: . For radio we choose a national network. On this national network we have to choose the radio station, which is listened by our target audience. We also have to choose the hours to advertise . [...]

[...] The slogan is Muteen, Advertising and Communications Submitted by Alexandre CARCIENTE Course: November Page 19 of 20 il y a une vie avant vingt ans, évidemment ! in English : “Muteen, there is a life before 20, obviously”. The magazine is advertized girl's website like www.fille.com. But Muteen is not a lot advertized. About the strengths of the advertizing, for the target audience of this magazine it's good to advertize on girl's website because all of the audience of this kind of website is the same audience than for Muteen. [...]