Gloria

Gloria
How to reposition a brand in a fast changing
environment
Tomislav Wruss, EPH
EPH Board of Directors - Director of Media
Europa Digital - President of the Board
Women make the decision in the purchases
of 94% of home furnishings... 92% of
vacations... 91% of homes... 60% of
automobiles... 51% of consumer
electronics
Michael Silverstein and Kate Sayre: The Female Economy
What do we know about
Gloria?
Glamour
Regional
brand
Copies sold:*
Hrvatska: 70.000
BiH:
11.000
Srbija/CG: 40.000
* Weekly average 2009
From a magazine to a network of
products
Gloria RH: 59%
Gloria IN: 13%
Revenue sources
IN Specijal: 2%
Glam: 4%
Web: 1%
Gloria Srbija: 21%
The beginnings
Gloria 1
The great magazine about life
A search for individualism
The return of consumerism
Cosmopolitism as a norm
Women’s topics rule again
A new pact with the readers...
A female discourse dethrones tne dominant, homogenous, masculine
discourse
Stories about famous people that have overcome difficult moments
Acceptance of human weaknesses, no one is to be judged, everyone
emerges as a winner
And its betrayal...
Superficial definition of brand’s success and reader’s
interests as gossip
Whereas the formula was aspiration
The diagnosis
How to tackle a steep decline in customer loyalty?
The technical level - quality of writing, picture selection,
layout, printing press - had not changed
What had changed is a breach of pact with readers
Readers buying decision became occasional, instead of
habitual, Gloria had lost the shared interest, the
community, the trust of readers
Gloria 2: Redefining the brand
Narrow the scope, redefine the ‘celebrity gossip’
proposition: not just any celebrity story
The core of the brand is aspiration: only a narrow
segment of celebrity stories fit for Gloria
Expand the brand to all lifestyle segments that are
aspirational (home, travel, cooking, beauty, fashion)
Gloria 2: Redefining the brand
How can our brands grow? My feeling is we stretch them
horizontally, into different product categories, rather than
vertically, into different price points, which is risky.
François-Henri Pinault, FT May 2007
Our mission is to become a world wide recognized reference in
the gourmet sector (“holding del gusto”). Instead of one brand 40 blands, one brand - one bland
Riccardo Illy, Jutarnji&Microsoft Windays, Rovinj, April 2010
Gloria 2:
Repositioning
Stop covering all the bases
Positioning in the premium niche
of the market
A medium that articulates new
consumer tendencies: trading
up, accessible luxury, mass
prestige
Trading Up, Michael Silverstein & Neil Fiske (Boston
Conslulting Group)
McKinsey, Profiting from Proliferation
Gloria 2: Quality of the product
Create a product that corresponds to the
expectations of the reader and advertisers
and to the projected market position
¬ Switch to magazine printing and paper
¬ Improved quality of photography
¬ Rights acquisition from global agencies
Gloria 2: A new pact with the
readers
¬ Create a superior quality product
¬ Never underestimate the reader
¬ Promise emotional engagement
A brand that is a reader’s partner in
identity building
Answers the needs of:
¬ Connecting - creating a community of readers who share
similar aspirations
¬ Questing - gaining new experiences
¬ A better me - individualism and self improvement
Gloria 2: A new pact with the
readers
Goal: to create a trusted evironment
that guarantees a long term relationship
with the readers
The royalty metaphor
A royalty section introduced in
1996
Court as metaphor for ‘Gloria
readers proposal’
Inclusion by exclusion: you have to
be worthy to be a member of the
Gloria community
Being a Gloria reader is a matter of
pride
Gloria 3: New challenges
Gloria Next
Changing celebrity environment: a further move
from a ‘people’ magazine, to an ‘arbiter of taste’
brand portfolio
Gloria as a powerful reccomandation engine* untapped possibilities of the Gloria users
community as content generators
The digital opportunity: expanding the reach of
Gloria through the activities of Europa Digital (web,
web-tv, social networks, mobile social geolocation
sevices...)
* The Croatian weekly with the highest revenue from telecommunications, financial
services and auto industry
Gloria Next
Gloria in (Europa) Digital enviroment
85 milion pageviews
300.000 Facebook fans
20.000 mobile app downloads