SWOT analysis

1. STRATEGIC BRAND MANAGEMENT

2. “ 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

3. • 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

4. “ To make all readers happier, more successful
and more gorgeous in life”
BRAND PROMISE

5. • 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

7. 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

8. 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

9. 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.

10. Product Strategy
 Reach customer as much as possible by specific customer at
different target

11. 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

12. 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

13. Website

14. 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

15. High Value
Low Value
Full of Variety
contentLess Variety
Cosmopolitan
Marie Claire
Glamour
Vogue
ELLE
InStyle
Perceptual Mapping of Women’s Magazine

16. 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

17. 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.

18. 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.

19. 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

20. 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.

21. THANK YOU