Political factors

Restrictions from the government on the

”ultra slim ideal of beauty”

- Urge to minimize airbrushing by the model health inquiry

Economical factors

No VAT for magazines or new papers in the UK

Economical recession

Social factors

£1,9 bn

87%

91% Is the amount that

is yearly spent on magazines in the UK

Of the UK population read magazines

Of 15-24 year olds read magazines

Technological factors

The growing use of social media

The growth in e marketing

Environmental factors

2nd issue of the green edition

ELLE goes green

Be ECO, think ECO!

Suppliers…

US3 company

Poly lang press

LAVISHY

True Love Eternity

Very wendy designs

… & employees

Work on building up company’s reputation and giving the customers what they expect

CompetitorsOur top competitors according to allyoucanread.com are 1. Marie Clarie

2. Vouge

3. Cosmopolitan

4. Glamour

5. In Style

6. Allure 7. Vanity Fair

Highly successful fashion&style magazines

Have been on British market for long time

Competitive prices

1

2

3

4

5

6

7

8

9

10

0 5 10 15 20 25 30 35

Comparison of ELLE to other magazines

Scale

Percentage

Customers16-26 years old

Fashion conscious

Successful

GossipsPassion for shopping

Passion for new experiences

Adventures

Sales

monthlyevery 2-3 monthsnever

fash

ion

trave

l

cele

briti

es

heal

th0

20

40

60

Articles

articles

‘ I like being in sync with the trends of the season’

‘ I like the quality of the articles. They’re always

well written’

There’s a lot of tips and styling advice’

Internal Context

The Marketing Mix

Place

Circulation of ELLE magazine

TOTAL (UK)

195,020

PriceCover price: 3’80Positioning:

3.4 3.5 3.6 3.7 3.8 3.9 4 4.1 4.20

2

4

6

8

10

quality

Product

Fashion Beauty tips Celebrities Breaking news in the high-fashion

world Health and fitness Travelling horoscopes

Promotion

Magazine’s appearance › Celebrity in cover page

Quality of ELLE and its articles

Advertisements/social media

Sponsorships in events and catwalks

PEOPLE

Resea

rch

& Dev

elop

men

t

Gener

al &

Adm

inistra

tive

Sale

s & M

arke

ting

Exec

utive

Lead

ersh

ip0%

10%

20%

30%

40%

50%

60%

Elle Magazine employeesEmployees at similar companies

Job function composition

0-5 years

5-10 years

10-15 years

15-20 years

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Elle magazine employeesEmployees at similar com-panies

Years of work experience

Bach

elor

's D

egre

e

Mas

ter's

Deg

ree

High

Scho

ol D

egre

e

Asso

ciat

e's Deg

ree

Certifi

catio

n0%

10%

20%

30%

40%

50%

60%

70%

Elle magazine employeesEmployees at simi-lar companies

Highest Educational Degree Attained

Physical environment

HEADQUARTERS

HEARST CORPORATIO

N

Physical environment

IMAGE

Physical environment

EVENTS

Physical environment

BLOG & WEBSITE

PROCESS

SWOTStrengths

ThreatsWeaknesses

Opportunities• Worldwide known magazine

• 72 years of experience in gaining costumer loyalty

• Designed for different publics• Good reputation• Always updated• Highly qualified employees• Over 20 years experience in

the UK

• Health articles -least preferred by readers; they should be more appealing

• The readers don’t understand the adverts as part of the fashion image of the magazine

• Costumers are not interested in subscription

• Driving customers away with the price; quality –price report is not balanced.

• The competitors; Vogue is still the leader on the market.

• Overcome vogue• Make articles more

appealing• Create their own events

to reach their publics

Thank you for listening