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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.