Marketing: Brand Analysis

In: Business and Management

Submitted By Bomi
Words 3337
Pages 14
To: Miranda Priestly, Brand Manager
From: Subomi Y. Johnson
Date: April 27, 2009
Re: Analysis and Recommendations for Seventeen Magazine v. Teen Vogue ____________________________________________________________

_________________ In regards to my current assignment, I have conducted detailed analysis of Seventeen Magazine in comparison to Teen Vogue Magazine. In this project I have also included an industry analysis for teenage girl magazines in 2009 and an overview of the marketing mix for both our brand Seventeen as well as Teen Vogue.

In conclusion, I have proposed 3 recommendations to better target our audience, build better brand equity, as well as expanding our distribution channels. These recommendations include narrowing our target market, creating a television show, and building a brand store.

Thank you giving me this opportunity to analyze the industry and marketing mixes of both brands. In addition, I hope that my three recommendations will better the company in the future. If you have any questions please feel free to contact me at sj7613a@american.edu or by telephone at 202-384-9364 Attachment: Industry Analysis, Marketing Mix, and Brand Recommendations

Part 1
Magazine Industry Overview The magazine industry is a very diverse business venture as it is full of multiple segments for its various target audiences. The teen market is full of recognizable names such as the pioneer of teen magazines, Seventeen established in 1944[1], Teen Vogue established in 2003[2], CosmoGirl established in 1999[3]. Each of these magazines caters to the same target audience, girls, ranging from ages 15-25 girls, but segmented to meet the needs of teenage girls in their own niche markets. But as the years have gone by the magazines themselves have seen a change not just in the content of its publications but in other areas.…...

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