MARKETING STRATEGIES FOR THE DISCERNING ‘NEW WOMAN’ – CAN WOMEN’S MAGAZINES BE FAR BEHIND?

K.S. Lakshmi

Abstract


In the modern world digital marketing has taken the entire gamut of marketing to a new paradigm. While most of the marketing strategies are tapping the social media, subsequent number of them is into traditional media too. In the light of the same, the women magazines in vernacular language(s) need a shift in their marketing strategies, thus targeting the tech-savvy ‘New Woman’. This research paper tries to explore the shift in the marketing strategies in two ways: product strategies and promotion strategies. A research study was taken among women in Coimbatore to know the preferences of content, added to it the article also shows the changed content - supporting proof from select issues of the women’s magazines in Tamil. In promotional strategies, the paper analyses the success of digital marketing campaign “Made By You” by famous women magazine, Femina and explores the possibility of other vernacular magazines in India adapting the same.


Keywords


New Woman, Women’s magazines, Content, Crowd sourcing, Social media.

References


Chopra P. (2018). “Vernacular content: the new mantra for success in digital marketing”, Retrieved on June 5th, 2019 from https://yourstory.com/2018/12/vernacular-content-new-mantra-success-digital-marketing

Das H, and Das M. (2009). “Gender Stereotyping in Contemporary Indian Magazine Fiction”, Asian Studies Review, Vol.33(1), pp.63-82. DOI: 10.1080/10357820802713593.

Dan V, and Iorgoveanu A. (2013). “Still on the beaten path: How gender impacted the coverage of Male and Female Romanian candidates for European office”, International Journal of Press/Politics, Vol.18(2), pp.208-233.

Demarest J, and Garner J. (1992). “The Representation of Women’s Roles in Women’s Magazines Over the Past 30 years”, The Journal of Psychology, Vol.126(4), pp.357-369.

Facebook case study. (2019). “Femina lets women of India write for magazine via social media”, Retrieved on June 5th, 2019 from http://www.digitaltrainingacademy.com/casestudies/2015/05/facebook_case_study_femina_lets_women_of_india_write_for_magazine_via_social_media.php

Femina Made By You. (2019). You Tube video Retrieved on June 5th , 2019

Gandhi VP. (1995). “Media and Communications Today, Policy Training and Development”, Kanishka Publishers and Distributors, New Delhi.

Internet users in India to reach 627 million by 2019 – end: Kantar ICUBE 2018 Report (2019). Retrieved on June 5th 2019 from https://www.exchange4media.com/digital-news/566-million-internet-users-in-india-18-annual-growth-kantar-icube-2018-report-95137.html

IRS Q1. (2019). “Top newspapers and magazines (2019)”, Retrieved on June 5th, 2019 from https://www.afaqs.com/news/story/54956_IRS-Q1-2019---Top-newspapers-and-magazines

Joseph A. (1994). “Women Magazines. In A. Joseph, Whose News? The Media and Women’s Issues”, Sage Publications India, New Delhi. (Pp.113-131).

Kohli-Khandekar V. (2010). “The Indian Media Business”, 3rd Edition. Response Books, Business Books from SAGE, New Delhi.

Kumar KJ. (2013). “Mass Communication in India”, Fourth completely revised and updated edition. JAICO Publishing House, New Delhi.

Kostera M. (2003). “Reflections of the Other: images of women in the Polish business press”, HRDI, Vol.6(3), pp.325-342.

Kotler et al. (2018). “Principles of Marketing”, 17th edition, Pearson India Education Services Pvt. Ltd.

Munshi S. (1997). “‘Women of substance’: Commodification and fetishization in contemporary advertising within the Indian ‘Urbanscape’”, Social Semiotics, Vol.7(1), pp.37-51. DOI: 10.1080/10350339709360368.

Naidu P. (2013). “Femina Leverages Crowd sourcing And Social Media for “Made By You” – It’s First Crowd sourced Issue”, Retrieved on June 5th , 2019 from http://lighthouseinsights.in/femina-first-crowdsourced-magazine-made-by-you-social-media-campaign.html/

Narasimhan S. (2001). “Business decisions and societal ambivalence in India leave many women’s stories untold”, Neiman Reports, Cambridge: Winter, Vol.55(4), pp.88.

Stern BB, Rao U, and Gould SJ. (1990). “Business Media Segmentation for Services Marketers: Education and the Gender Gap”, The Services Industries Journal, Vol.10(3), pp.549-561.


Refbacks

  • There are currently no refbacks.


Send mail to ijmss@ijmss.com with questions or comments about this web site. 

International Journal of Management and Social Sciences, All rights reserved.