Vogue Armenia and Trend Show Starting Event: Marketing Plan Essay

" Vogue Armenia” and Vogue Show Opening Event

Marketing Plan

MKT 369 Practicum in Marketing and sales communications

Professor Gail Hamilton & Louise Holloway

Prepared by: Anahit Grigoryan, Ani Oganesian, Nairi Zovelian April 27, 2012

Table of Contents

Exec Summary…………………………………………………………………………………………………3 Current Marketing Situation……………………………………………………………………………………4 SWOT Analysis……………………………………………………………………………………………………….. 6 Target Market…………………………………………………………………………………………………………6 Placement and Competitive Map………………………………………………………………………….. several Price………………………………………………………………………………………………………………………. twelve Distribution……………………………………………………………………………………………………………. 12 Sales Force…………………………………………………………………………………………………………….. 10 Advertising & Promotion…………………………………………………………………………………….. …11 Action Program………………………………………………………………………. …………………………….. 12 Company Objectives………………………………………………………………………………………. 13 Financial Forecasts………………………………………………………………………………………………. …13 Bibliography……………………………………………………………………………………………………………16 Module N Research Portfolio…………………………………………………………………………………. 18

Executive Summary

" Vogue” Publication is well-known worldwide and has joined 19 nations to become the main fashion journal. The purpose of this kind of paper is to set forth a marketing plan by which the company can also add another item to their line, " Vogue Armenia. ” Because " Vogue's” niche market is growing in Armenia and the economic situation is stabilizing, there is a company opportunity for " Vogue” to enter the country having its own intercontinental edition and become accepted among the target market. " Vogue Armenia” target market includes women with high disposable incomes and a sense intended for fashion and culture. Market research has verified that there is a purpose for " Vogue” in Armenia. After thorough analysis of our primary and second research options, we have composed a marketing mixture relevant to the magazine's entry into a development market. The " Style Armenia” Style Show Launch Event will be especially important regarding attracting our target portions, and firming our location in the market.

Current Marketing Circumstance

Market Situation

The stamping and posting market in Armenia right now is relatively complex, with many existing companies inside the sphere. Companies are not very differentiated , nor target unique segments. This sphere has become more mixed up in last two years, when the range of imported foreign magazines started to increase considerably. At the same time, local publishing companies and " Cosmo” moved into the market. There could be several great explain this kind of activity. 1st, living conditions begun to improve in the last years because the country moved into the recovering phase following global economic depression and the disposable income of households improved accordingly. Second, our youth's interest in Armenian pop stars and style style created demand for professional magazines specialized in satisfy these needs. At this moment there are more than 10 publications in Armenian and up to 10 consist of languages, which in turn apply precisely the same marketing strategy (some exception: " Cosmo Armenia”), with no factor in the rates (this implies journals and magazines in the same segment).

Macroeconomic Scenario

The Republic of Armenia is a landlocked country surrounded by neighboring countries with which you will discover no monetary, legal or social contact and are fairly difficult to manage. RA protects an area of 29743 sq km with average populace of 3 mln. Neighbor countries are Georgia, Iran, Poultry and Azerbaijan. All of these information make it very difficult to get Armenia to turn into a really developed country with international criteria. At this moment Armenia is already coping with the global depressive disorder, the joblessness level is decreasing; the standard income every capita is usually enlarging. GROSS DOMESTIC PRODUCT for the last three years is increasing constantly (for 2011- four, 6%, 2010- 2, 6%, 2009- 13, 2% and 2008- six, 9%). Within the last years Armenia is...

Bibliography: Basford, M. (2011, September 18). The Collective. several Girls Mature Marketing Lights Camera

Fashion

Bringle, J. (2012, April 11). NewsObserver. And. C. State hosts the first fashion week.

Retrieve 04 18, 2012, from

http://www.newsobserver.com/2012/04/12/1994759/nc-state-hosts-its-first-fashion.html

Catwalk Productions & Events (n. d. ) Retrieved The spring 17, 2012, from

Retrieved Apr 19, 2012, from

http://fashionbombdaily.com/2010/07/19/fashion-bomb-exclusive-did-conde-nast-reject-vogue-africa/

Conde Nast (April 2012). Vogue Media Package Web. Retrieve April 18, 2012, by

http://www.condenast.com/brands/vogue/media-kit/web

Elle. (n. d. ) Retrieved Apr 27, 2012, from http://www.elle.com/

Fashion Weblog

Global Fund. (n. m. ) Armenia Country Report. Retrieved Apr 26, 2012, from

http://www.gfmag.com/gdp-data-country-reports/327-armenia-gdp-country-report.html#ixzz1tEN30BnN

Harper's Bazaar (n. d. ) Retrieved April 27, 2012, from

http://www.harpersbazaar.com/

Study Vogue. (n. d. ). Retrieved April 16, 2012, from

http://www.bookrags.com/history/vogue-sjpc-05/

Tadevosyan, A. (2010, November 30). Fashion Highway: Dialogue Around Borders. Gathered April 15, 2012, via http://www.style.am/featured/fashion-road-dialogue-across-borders

Vogue (April 2012)



Chickamauga. This kind of essay is around Ambrose Bierce’s dark short story, «Chickamauga. »

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