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Essay / Research Paper Abstract
This 3 page paper considers a potential way of repositioning magazine Harper's Bazaar. The approach to this repositioning is presented using the 4 P's model which looks at the product, price, placement and promotion. The bibliography cites 1 source.
Page Count:
3 pages (~225 words per page)
File: TS14_TEharpersBrep.rtf
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Unformatted sample text from the term paper:
The first stage is to determine the target market; it is only when it is known who may buy the magazine that the marketing mix can be managed ion
order to ensure that they are attracted to the Magazine. The Target Market The target market is female readers, between the ages of 18 and 35, with an
interest in fashion, films and the media. In terms of values and behavior patterns the target market are likely to enjoy shopping and reading show business news as well as
understanding up to date fashions, but are likely to be fashion followers rather than fashion leaders and want to make the most of their appearance. They will also have an
interest in beauty products a makeup. The Marketing Mix When determining the marketing mix, the 4 Ps is a common model, which deals with product, pricing, placement and promotion.
Each of these needs to be considered in the context of the target market, finding a match between the magazine and its exiting competences and the way it can fit
into the market. Product The first P is product, this looks at various characteristics of the product, the quality of the product, the features it offers, the use
of brand names, the sizes packaging and presentation. In repositioning the magazine it will remain a weekly issued glossy magazine; attracted to its packaging with a cover indicating he and
his interest including fashion and beauty. The cover of the magazine will have headings advertising what is included un each issue, with the different areas covered, so that there are
headings for fashion, for beauty and for show business in different areas of interest are all represented. Contents will be determined a week to week basis, dependent upon what is
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