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Lander Prez lvarez.

a) What is meant by the term marketing mix? (2 marks)


A business must consider its marketing mix in order to market its
products effectively. The marketing mix is those elements in a firms
marketing strategy that are designed to meet the wants/needs of its
customers. The marketing mix consists of 4ps that need to be taken into
account when making a marketing strategy so that the customers
needs can be met successfully.
b) How would you describe Womans Owns unique selling
point? (2 marks)
A products unique selling point a feature or aspect that differentiates it
from the competition. Womans Own is a magazine for women of age 35
and over is sold in the UK national market. Unlike other magazines
aimed at the same market Womans Owns doesnt talk about activities
older woman carry out, instead they talk about aspects such as glamour
and fashion because they realize women of that age do not need to be
reminded of the things they already know. Womans Owns aims to
different topics than the rest of magazines in this market and that is its
USP.
c) Identify elements of Womans Owns marketing mix using
examples from the article. (6 marks)
The marketing mix consist of the 4 ps: price, promotion place and
product. The most important of the four Ps is product. Womans Owns
is a magazine published in UK(place) that is targeted at female readers
of ages 35 and over and has recently centered in topics such as fashion
and glamour. The magazine has changed price throughout the years.
When Womans own re-launched the price raised 7p because the
demand was higher. Finally, Womans Own created a different structure
of the magazine, and with a budget of 2 million pounds they advertised
the new image of the magazine in billboards and TV ads(promotion).
d) using evidence from this article, explain the factors that
may have influenced Womans Owns marketing mix. (10
marks)
There are a lot of factors that can influence in a companys marketing
mix. Womans Owns investigated the market they were targeting and
the interests of the women over 35 so they could have a successful
relaunch. Another factor that affects the marketing mic of Womans
Owns is the products of the competition, in this case it is a very big
market so magazines such as Best and Bella influence many decisions
they had to take. For example, they needed to have a price similar to the

Lander Prez lvarez.

competitors so they could sell copies, additionally they had to take into
account the content of the other magazines so they could create an
appealing product. Finally, what influenced the most was womens
interests; in order for the magazine to be successful they found out what
topics women over 35 wanted to read about and centered their
marketing mix around that idea of fashion and glamour.
e) Discuss whether IPC connect should place so much
emphasis in its marketing mix upon the nature of Womans
Own as a product. (5 marks)
Womans Own was originally launched in 1932 and relaunched in 2007
with a very different concept. So much emphasis had to be placed in its
marketing mix because it was a drastic change. With the re-launch, the
image of the magazine changed completely , it no longer talked about
the same topics or had the same cover, this is why a new price was set
and new ways of promoting were chosen. Essentially, it was a new
magazine, the only thing that didnt change was the place. In conclusion
re-launching womans own with a different concept required a lot of
emphasis in the marketing mix.