Published by MBA Skool Team, Last Updated: November 18, 2017
Marketing Strategy of Elle analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Elle marketing mix, help the brand succeed.
Elle marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Elle Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Elle Product Strategy:
The product strategy and mix in Elle marketing strategy can be explained as follows:
Elle is one of the most popular fashion brands, having a strong presence across the world. The main product of Elle is Fashion magazine. Most of the revenue of Elle come from Magazine category.Elle magazine focuses Women (Girl). Magazine had issue special editions to celebrate Womanhood worldwide. The magazine has also posted featured ‘Hari Nef’, which was the first time a transgender woman being on the cover of a major commercial British magazine. The Elle web content is also designed accordingly. The target segment of Elle has been Women hence every edition come with new concepts every time. Beauty tips, fashion trends and celebrity news that are usually trending topics amongst youngsters and women. This gives an insight in the product strategy in its marketing mix.
Elle Price/Pricing Strategy:
Below is the pricing strategy in Elle marketing strategy:
The revenue model of most of the magazines focuses on advertisements.
Elle had the same model with more brand value for its advertising policies. As the content is fashion women's interest, the revenue generated is specifically from the advertisement of fashion related things. New products launches, appreals, services are some of the main advertising contents. The pricing strategy in its marketing mix is different for different markets. The Indian magazine readers expect more about celebrity news. Hence the magazine focuses more on its cover page and likewise, the pricing strategy is usually competitive. Femina, Grazia, Vogue India are some competitive magazines in India with Femina as the market leader and compared to Femina, Elle costs more in India. Hence this is di-advantage for developing business in the new market of India.
Elle Place & Distribution Strategy:
Following is the distribution strategy in the Elle marketing mix:
The ELLE have different edition type according to different geographies and other conditions. The supply chain network of every country is different. Just like the edition of India and US will be different. As the magazine deals with the fashion industry, its supply chain network is strong in film and television sector. As the target audience is specifically in urban region hence the presence of ELLE can be found in metros. Metropolitan cities are targeted geographical area of ELLE.
Internationally ELLE focuses towards women.
Elle Promotion & Advertising Strategy:
The promotional and advertising strategy in the Elle marketing strategy is as follows:
Internationally ELLE focuses towards women things likewise the advertisement is also focussing on women's things. From the front page of Magazine to the content, everything gets designed accordingly. Featuring international Models, famous personalities (women) has been among famous strategies for the magazine for its promotion as well. Interviews, celebrating feminism, trends in fashion has been the main contents of the ELLE which content made ELLE the brand magazine. Digital edition is also one of the remarkable growth strategies to target online traffic. ELLE has also done branding using celebrities advertisement. ELLE has more focus on its content which has maintained its brand Value. Hence this completes the Elle marketing mix.
The 21st century is called as the century of fashion. And the French origin Lifestyle magazine “ELLE” is among leading names in this fashion industry. The Elle content specifically focuses on fashion, beauty, health, and entertainment. Operating in 43 international editions in over 60 countries, Elle is one of the world's best-selling fashion magazines. As the meaning of Elle in French means “She” henceforth the content of the magazine usually focuses on her. The web content of Elle also talks about her. After launching in 1945 in France, Elle got famous in fashion word for its targeting group and the content.
Magazine called ‘Elle Girl’ (Shut down) was part of Elle, which was focusing teen-age girls. In 2013, Elle generated total revenue of $325.52 million from advertising only.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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