Marketing

... o : Sturrock From : Jameeda Bashir Date : September 2002 Ref : Marketing INTRODUCTION The aim of the report is to produce a marketing strategy for a new or existing product. I have chosen to base this report on Cosmopolitan, a successful woman's monthly magazine. I have chosen this because it has a loyal readership and is currently market leader in its field. Women's Monthly Periodicals Adults Mens Womens (000s) (%) (000s) (%) (000s) (%) Cosmopolitan 1915 4.1 331 1.5 1585 6.6 Marie Claire 1690 3.6 223 1 1467 6.1 Vogue 1272 2.7 259 1.1 1013 4.2 Elle 951 2 131 0.6 820 3.4 New Woman 660 1.4 46 0.2 613 2.6 Red 585 1.3 52 0.2 533 2.2 Above is a copy of the current readership figures for the UK's top Health, Beauty and Lifestyle Woman's monthlies. As the figures show, while there is a large gap between the readership figures for Cosmopolitan and its closest rival (Marie Claire), the only way to make sure that Cosmopolitan will remain market leader in the future is to continue to widen that gap. Therefore, my marketing aim is to continue to increase the market share. Cosmopolitan has reached the top of the league by using a marketing strategy

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