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    The Cosmopolitan: Introduction: Cosmopolitan Is An American Monthly Fashion and Entertainment Magazine

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    Kour Neetu
    The Cosmopolitan is an American monthly fashion and entertainment magazine owned by Hearst Communications. It was first published in 1886 as a family magazine but became a women's magazine in 1965. Cosmopolitan's target market is 18-34 year old women. In 1999, Cosmopolitan launched a yogurt product line called Cosmo Yogurts, but it failed within 18 months. The yogurt line failed because it did not conduct proper market research, the product did not seem relevant to the magazine's brand, and its target market of women did not match yogurt's broader demographic.

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    The Cosmopolitan: Introduction: Cosmopolitan Is An American Monthly Fashion and Entertainment Magazine

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    Kour Neetu
    239 views2 pages
    The Cosmopolitan is an American monthly fashion and entertainment magazine owned by Hearst Communications. It was first published in 1886 as a family magazine but became a women's magazine in 1965. Cosmopolitan's target market is 18-34 year old women. In 1999, Cosmopolitan launched a yogurt product line called Cosmo Yogurts, but it failed within 18 months. The yogurt line failed because it did not conduct proper market research, the product did not seem relevant to the magazine's brand, and its target market of women did not match yogurt's broader demographic.

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    Brand Extension

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    The Cosmopolitan (1)

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    The Cosmopolitan is an American monthly fashion and entertainment magazine owned by Hearst Communications. It was first published in 1886 as a family magazine but became a women's magazine in 1965. Cosmopolitan's target market is 18-34 year old women. In 1999, Cosmopolitan launched a yogurt product line called Cosmo Yogurts, but it failed within 18 months. The yogurt line failed because it did not conduct proper market research, the product did not seem relevant to the magazine's brand, and its target market of women did not match yogurt's broader demographic.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    239 views2 pages

    The Cosmopolitan: Introduction: Cosmopolitan Is An American Monthly Fashion and Entertainment Magazine

    Uploaded by

    Kour Neetu
    The Cosmopolitan is an American monthly fashion and entertainment magazine owned by Hearst Communications. It was first published in 1886 as a family magazine but became a women's magazine in 1965. Cosmopolitan's target market is 18-34 year old women. In 1999, Cosmopolitan launched a yogurt product line called Cosmo Yogurts, but it failed within 18 months. The yogurt line failed because it did not conduct proper market research, the product did not seem relevant to the magazine's brand, and its target market of women did not match yogurt's broader demographic.

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    The Cosmopolitan

    Introduction: Cosmopolitan is an American monthly fashion and entertainment magazine


    own by Hearst Communications Company. Cosmopolitan is the most successful female
    magazine. It was first published in March 1886 as a family magazine in New York created by
    Paul Schlicht. In the late 1990s, it boasted a circulation of 2.4 million readers in the United
    States and an impressive 29 editions in other languages. Since 1965, it has become a women's
    magazine. It was formerly titled The Cosmopolitan. The slogan is memorable as FFF “Fun,
    Fearless, Female”. Cosmopolitan has been a popular source for women to turn to for advice
    on relationships, sexual activity and popular culture. Cosmopolitan magazine is in the top
    five highest selling women’s magazines for Amazon in the United States, and it is well
    known for stirring controversy over its airbrushing of the women on the covers and its article
    that are featured on the covers that give women tips on becoming thinner or hotter in some
    way (Landers, 2010).

    Target Audience: Cosmopolitan's target market is 18- to 34-year-old women.

    Cosmo Yogurt: Cosmo Yogurts, a range of dairy products launched by women’s glossy
    Cosmopolitan in 1999. Their yogurt only lasted 18 months in the market before it was taken
    down from the shelves.
    Why did Cosmopolitan yogurt fail?

     This yogurt was overpriced, costing $1.17 per unit.


     Whenever a new product is launched prior to that from planning to manufacturing and
    delivery time an extensive amount of research is conducted in advance to see whether
    the product will be a success or not. The failure of cosmopolitan yogurt made it clear
    that the company had no prior research over it.
     They made an extension that seemed to make zero sense with their parent brand
    “Magazine”. It’s not just about being different as relevancy with the main brand is far
    more important and people simply were unable to relate the two together.
     The original target market of cosmopolitan is exclusive “Women” between the age
    group 17 to 35. By keeping their need for a healthy and fit lifestyle cosmopolitan
    launched a nutritious product “yogurt” but they were missing a lot of other things.
    The actual target market for yogurt is very diverse as it includes both men and women
    along with children and the elderly who are the consumers of this brand so couldn’t
    be sold out to women only. So, their target market clearly did not match the real one.
     The company thought its own name will be sufficient enough to convince consumers
    to buy their new brand but it all came out to be a random product. There was no
    marketing, no advertising and no promotion towards this product.

    References:

     https://www.ipl.org/essay/Cosmopolitan-Magazine-Analysis-FC8S6YCK5G
     https://en.wikipedia.org/wiki/Cosmopolitan_(magazine)
     https://www.encyclopedia.com/literature-and-arts/literature-english/american-
    literature/cosmopolitan
     https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?
    article=3382&context=thesesdissertations
     https://www.theguardian.com/media/2000/dec/18/mondaymediasection1
     https://www.marketingweek.com/natmags-and-md-pull-out-of-cosmo-yogurts/
     https://medium.com/@juocsi/a-failed-cosmopolitan-product-1f46e08c5a22
     https://fastgulfassignmentsolutions.blogspot.com/2020/03/cosmopolitan-
    yogurt.html
     https://static01.nyt.com/images/2012/08/05/magazine/05cosmo1/05cosmo1-
    articleLarge-v3.jpg?quality=75&auto=webp&disable=upscale

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