JetBlue Media Plan Presented by


Kerry Chereskin Lauren Christopherson Stefan Tenev Steve Tomburinni David Hickey Tayler Carpenter

Executive Summary - 3 SWOT Analysis • Marketing Objectives and Strategies - 4 • Competitive Considerations - 7 • Creative History of the Brand - 11 • Target Audience - 13 • Geographic Considerations - 16 • Timing and Purchase Cycle -18 • Questions about the Media Mix - 20 Creative Brief - 21 Marketing Objectives/Strategies • Target Audience and Media Mix - 29 • Reach and Frequency - 31 • Scheduling and Timing - 34 • Media Budget - 35 • Geography - 41 • Sales Promotion - 42 Appendix - 43


Table of Contents

jetBlue is a low cost, high quality airline. It is Impact Creative Group’s goal to increase summer travel by 5% to all coastal and Caribbean destinations. To encourage metropolitan professionals to book vacations during the summer months, we will launch a campaign that will target Caucasian women ages 25-34. They will be college graduates with a household income of $75,000 or more. These women like to book trips online, prefer active vacations with many activities, and enjoy traveling abroad. Impact Creative Group will utilize the following media to reach our target audience: prime time television regional spots, consumer magazines, outdoor billboards in five major markets, Internet advertising and the use of social media. Our media flight plan will pulse two months before heavy travel and vacationing to reach a frequency of 10 times a month while maintaining a constant frequency of at least 5 during months of high travel. Advertising will primarily occur January through April, so we can successfully reach metropolitan women before they book their summer vacations.


Executive Summary

Marketing Objectives and Strategies
• Analyze the four P’s of Marketing: o Product: jetBlue’s fleet of about 140 aircraft consists mainly of Airbus A320s but also includes Embraer 190s o Price: jetBlue keeps their fares low and quality of travel high o Place: jetBlue flies to about 55 cities in more than 20 states. Also travel to Mexico, Colombia, and the Caribbean. Most flights depart from Boston, Orlando, Fort Lauderdale FL, Long Beach California, and New York o Promotion: to promote brand awareness, jetBlue engages in large multi-market programs, along with many local events and sponsorships. All of these marketing initiatives complement jetBlue’s strong wordof-mouth channel. ! The most recent promotion was Taylor Swift playing on a stage inside the jetBlue terminal at Kennedy International Airport. Taylor Swift’s popularity will draw attention to jetBlue, and the airline will promote Ms. Swift’s album for at least two months on its in-flight entertainment network.

jetBlue Terminal at JFK


SWOT Analysis

magazines. radio. What advertising mediums have been used in the past? jetBlue uses social media such as Twitter to announce deals and updates. and outdoor billboards. What is current awareness for the brand? jetBlue engages in large multi-market programs. seeks to build product awareness and educate potential consumers about the product 5 . television.Marketing Objectives and Strategies Method used to sell? The website is the main method used to sell plane tickets. passengers are buying their boarding passes online. which began last summer with low-profile artists and also a few big name artists. 50 cities in more than 25 states. Where is the brand in the product life cycle? What is the breakdown of sales geographically? Mostly national. and also internationally in Mexico and the Caribbean. Pricing low penetration to build market share Distribution selective until consumers show acceptance of the product Promotion aimed at innovators and early adopters. With the increase in internet use over the years. along with many local events and sponsorships. (See Geographic considerations below) Introductory and Growth Stage Product quality is maintained and additional features may be added. including “Live From T5” program. They also use newspaper. such as Taylor Swift. as well as a medium for responding to travelers’ concerns.

Maarten Chicago & Bermuda Baltimore & Aruba Burbank & Fort Lauderdale Seattle & Sarasota New York & Costa Rica San Jose.CURRENT GOALS: Beginning next calendar year. ME & Nassau Burlington & Orlando Rochester & Jacksonville • • • • • • • • • • Salt Lake City & St. Ca & Cancún Pittsburg & Montego Bay Sacramento & Santiago Raleigh & Long Beach CA 6 . NY & San Francisco Charlotte & Bermuda Raleigh & Phoenix New York City (JFK) & Las Vegas Syracuse & Barbados New York City (JFK) & Barbados Portland. management’s goal is to increase vacation passenger seat miles by 5% between the following destinations: • • • • • • • • • • • Boston & Cancún Phoenix & Jacksonville Buffalo.

in-flight entertainment. Competitors include: – AMR Corporation – Delta Airlines. The factors in which these airlines compete in are: fares. – UAL Corporation – Alaska Air Group. and regional airlines. customer service. network airlines. • • 7 SWOT Analysis . – US Airways Group. Inc. The airline industry is highly competitive.largely due to the fact that it has the youngest fleet in all domestic airlines” (wikinvest). “jetBlue differentiates itself from the other airline companies by its low fares made possible by low distribution and operating costs . and frequent flyer programs. All competitors have similar advanced technologies such as ticket-less travel. – Sky West. Offering high customer service. routes served. Inc. – Southwest Airlines Co. and website bookings. jetBlue offers travelers affordable point-to-point flights. safety record and reputation. Inc. Inc.Competitive Considerations • • jetBlue’s competitors include traditional. low-cost airlines.

Figure 2 8 .

Southwest spends $185.jetBlue Market Share • • • • Figure 1 • 9 Figure 1 (left).8% The airline industry is characterized by “intense price competition” that allows companies to differentiate themselves from one another. Airlines Market Share based on Revenue Passenger Miles according to wikinvest. Because of this traveler decline. demand for air travel has declined exponentially. However. which give them a 44% SOV in total advertising dollars spent. . According to the Kantar competitive data.673. It is still uncertain on the future of the air industry and whether carriers will increase or reduce capacity. Currently American Airlines and Southwest hold the largest share of the airline market with 13. companies have had to reduce aircraft.200. due to the recent global economic decline. flights and employees. See Appendix A and B for the breakdown of “Airline Advertising by Medium” and “Airline Advertising by Month”.S. Figure 2 (next page) shows the total advertising dollars each airliner spends. highlights 2010 Top 10 U.

In order to compete with discount airliners (such as jetBlue and Southwest).4%. Trying to compete with discount airliners as well. Alaskan. or alter travel plans on the go. Delta Air has promotions such as: • “Delta SkyMiles • “Last minute fares” United & Continental Merger – With a current market share of 10. keep track of current travel plans.218. Delta Airlines has faced financial problems associated with price competition from discount airliners. Southwest. American. • • • 10 .1 billion in fuel costs”. and Delta Air have designed iPhone applications that allow users to make future travel plans. Southwest maintains low operating expenses which has allowed the company an estimated “$1. United Air spends approximately $4. United promotions include: • “Mileage Plus” The current trend amongst the airline industry is a shift to mobile ads and applications.jetBlue Competitors • Southwest – The largest domestic carrier by total passengers.200 on advertising. Current promotional campaigns include: • “Bags fly free” • “Starting at $59 one-way” Delta Air – The second largest passenger airline in the world by available seat miles.

jetBlue focuses on secondary airports away from the main hubs. The holidays are another frequent time of travel and a new key focus for jetBlue’s marketing strategies. Tickets are booked primarily through online websites. 11 SWOT Analysis . Consumers research competitor’s products. while jetBlue caters to every individual’s needs. The airline delivers a premium product to a higher class of people who don’t want to pay sky-high prices for travel. During the spring and summer months. Consumers generally do not travel everyday. The majority of flights arrive and depart from Boston. Is Air Travel a High or Low Purchase Decision? • Air travel is a high involvement service that requires a thoughtful purchase decision. primarily on point-to-point routes.a document that ensures their commitment to consumers and dedication to bringing humanity back to air travel. How. Lauderdale. Long Beach California and New York City. When and Where is the product used and consumed? • Consumers purchase airline tickets to travel to their desired destinations. comfort and customer consideration. Large airline carriers are often indifferent and make passengers feel like just a number. and promotions. jetBlue is recognized for their superior service and Customer Bill of Rights . Expectations for large airlines are typically low. Orlando.Creative History of the Brand How is jetBlue positioned? • jetBlue is positioned as a low cost passenger airline that provides high quality customer service at low fares. but jetBlue prides themselves on creating higher expectations for their passengers. airport ticketing agents and travel agents. prices. so they carefully consider their purchase decision before booking a flight. Ft. jetBlue offers one class service to more than 55 cities. business travel decreases by 10% and vacation air travel increases by 30%. They have invented the most creative triple threat: economy.

Their motto. “Happy Jetting” and “We Love to Smile” demonstrates the friendly and welcoming nature of the jetBlue brand. Leather Seats DirectTV Free Satellite Radio First Run Movies Content from New York Times. Broadway Channel Wireless Internet On-Board • 12 SWOT Analysis . Consumers have also had a positive response to the amenities offered by jetBlue – – – – – – – – Dunkin Donuts Coffee Most Legroom in Coach Lush.jetBlue: Happy Jetting • jetBlue’s customers typically feel satisfied with the services offered and appreciate jetBlue’s commitment to customer service.

• • 13 SWOT Analysis .” This demonstrates the brand’s commitment to putting their consumers first.jetBlue: “You Above All” • jetBlue’s current slogan is “You Above All. print. Los Angeles. jetBlue’s campaign utilized a comprehensive media mix that included: in-flight advertising. Impact Creative Group will keep these strategies in mind and develop a campaign that will better reach our target audience and successfully increase jetBlue’s summer travel by 5%. outdoor. and YouTube. The tagline was founded on the company’s mission to bring humanity back to travel. social media and offbeat video clips that ran on Hulu. These interactive billboards respond to the motion of consumers passing by them to create an animated experience. The campaign was founded by Mullen Media agency in Boston. and New York City. VeVo. New technologies were also embraced through the use of “Monster Media” in Boston.

kids. Management is also used to flying with traditional airline carriers. Women have a higher rate of personal travel (57. owns a home. Men using low price carriers • Women: 54.6% • Men: 45.5% Men are 4:1 compared to women in business travel. Sales and Office Occupations Professionals are also the largest demo for the heavy business travel followed by management business. MD • Boston. CA • New York. woman. white. DC-MD Women vs. Professionals are the largest low-price demo. Management is the largest demographic for Heavy Business Travel. age 25-34. MA-NH • Anchorage. Our model consumer: married.Target Audience Demographics Markets with high travel business and personal: • Baltimore. CA • Washington. HI • Los Angeles. Professional and Related Occupations 2. professional. NY • San Francisco. HHI>100k Our Target… …young female professionals 14 SWOT Analysis .1%). IL • Honolulu. AK • Chicago. Two Largest Working Demographics: 1.

Target Audience: Psychographics Psychographics according to MRI crosstabs: •Book trips online (183) •Prefer active vacations with lots to do (146) •Travel with self or small group (140) •Prefer to travel to places they've never been (119) •Vacation abroad and/or Caribbean (215) •Opinion leaders (205) •Heavy readers of fashion. Their purchase habits reflect their tastes for upscale niche products and services. Status and power are important to innovators. Their secondary VALS type is achiever. entertainment and travel magazines (176) Our target audience’s primary VALS type is innovator. They are goal-oriented and have a large commitment to their careers and families. 15 SWOT Analysis . but they prefer to also highlight their interests and personality in all they do. They value predictability. take-charge people with high self esteem. Innovators are cultured and enjoy the finer things in life. stability and intimacy. Innovators are successful. sophisticated. They are active consumers and receptive to new innovations and technology. Achievers are motivated by their desire for achievement. Achievers are likely to purchase prestige products that they can count on and show off to their peers.

we believe a regional campaign would be most successful to all of our target markets.Geographic Considerations • JetBlue is a regional brand that operates in roughly 55 cities. we are proposing that our campaign focus on these locations. California. Long Beach. In this case we will lose money and prospective customers. jetBlue travel destinations 16 SWOT Analysis . Considering the fact that the majority of our flights arrive and depart from these five key markets. Columbia. Florida. Since we operate in multiple markets scattered around the United States. If we do national campaign we might not be able to reach our five key markets as strongly as we hope. more than 20 states and several international destinations including Mexico. Bahamas and the Dominican Republic. There are five key markets that jetBlue focuses on: Boston. Puerto Rico. and New York. Orlando and Fort Lauderdale. the Caribbean.

Lauderdale 114 CDI and New York .151 CDI 17 SWOT Analysis .Geographic Considerations There are several cities that need special attention based on CDI of 110 and above in the Personal/ Vacation Trips by Plane. 3+ market: This table with high CDI`s includes some of our key target markets such as Boston 135 CDI. Miami – Ft.

which will involve heavy advertising to instill brand recall and recognition. Life cycle is relevant for jetBlue. usually involving cross-fare comparisons. meaning that it is still growing and gaining recognition. advertising will remain at a steady constant.Timing and Purchase Cycle • • • jetBlue was launched in 1999. trying to find the least expensive and stressful itinerary. Airfare is a high-involvement purchase decision. we are kicking off jetBlue’s campaign with heavy advertising and promotional events to bring brand recognition and awareness to jetBlue consumers. jetBlue is trying to increase vacation passengers by 5% and one way to do this could be to create a niche time to make themselves known. Right now. If jetBlue was in the declining stage. • 18 SWOT Analysis . Since jetBlue wants to increase vacation travel. it is borderline between the introductory and growth stages. Instead of re-launching the brand. making it roughly 11 years old. Since our target demographic tends to plan ahead. For October through December. serious rebranding and a re-launch would be critical. jetBlue will start off the calendar year with heavy advertising until April. an offensive strategy at least six months before Summer should be implemented with frequency being at an all-time high between January and April. It is purchased often during primary travel seasons and periodically throughout the year. and sporadically in September. to ensure jetBlue maintains market share. then remain at a constant level of advertising until September.

8% 2.4% 31. For the 2011 fiscal year. Advertising will have to start off heavy at the beginning of the year and constantly promote vacation and holiday specials and packages to increase their vacation travel by 5%. Northeast–Florida Medium–haul.7% 21. 2009 34. Aside from summer. since they have been in a slight decline since 2007.5% 7.Timing and Purchase Cycle Continued… • • The optimal time to advertise would be Monday through Thursday during primetime television (8p.3% Year 2008 41.m. we appropriated a $26 million budget to a media plan that we thought best paralleled jetBlue’s previous success and would increase jetBlue’s brand awareness and recall. holidays are the second best time for people to vacation.) Budget for the jetBlue campaign was planned using the previous year’s budget.4% 10. Including Puerto Rico Courtesy of jetBlue’s 2009 Annual Report 19 SWOT Analysis .0% 2007 47.0% 7.S. Climate is not that much of a factor for jetBlue. to 10p. We will specifically target the coastal regions to increase travel to and from these areas.9% 3.8% 7. Holidays are a critical component of jetBlue’s vacation travel.7% 32.8 % 3.m.6% 14.5% 33. considering everyone likes a vacation every now and then. Caribbean. Short–haul .6% • • Capacity Distribution East Coast–Western U.

Questions About the Media Mix • jetBlue will advertise in media that match the lifestyles of our target demographic. Taglines focused on the female consumer will engage the audience and make jetBlue top of mind when they are purchasing airfare.a high involvement purchase decision that involves much thought and consideration. female professionals will connect with print. we will advertise heavily in months where larger airlines are not dominating the market. Our creative concept. television and online marketing techniques that we will promote. can be used consistently in all media types. centered upon the idea of women desiring comfort and luxury. Young. We will use graphic visuals with little text that varies upon a centralized theme: the comfort and quality of jetBlue’s airfare. SWOT Analysis . Instead of trying to outspend the competition.

low-cost airfare. luxurious in-flight experience Benefits: superior customer service. low cost travel carrier that provides an escape for the metropolitan professional by targeting five regional areas to vacation to the Caribbean and coastal destinations. – Encouraging women ages 25-34 to travel more in the summer months. non-traditional amenities Tone: Fun. Creative Strategy and Brand Position: The strategy of the campaign is to position jetBlue as a stylish.Communication Objective: – To appeal to our target audience of young female professionals. stylish Tag Line: “You don’t have to sacrifice a new wardrobe for comfort” 21 Creative Brief SWOT Analysis . professional. Promise: To provide every passenger with an affordable. – Increase vacation travel by 5% over the next year. easy and comfortable travel experience. playful.

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Sample Advertisement 23 SWOT Analysis .

Sample Advertisement 24 SWOT Analysis .

Sample Advertisement 25 SWOT Analysis .

Sample Advertisement 26 SWOT Analysis .

Sample Commercial 27 SWOT Analysis .

Sample Billboard 28 .

the following mediums are best suited to reach jetBlue's target audience o Prime Time Television ! Law and Order (MRI Index 104) ! Desperate Housewives (140) ! Today Show (137) ! Grey's Anatomy (121) o Consumer Magazines ! People (128) ! InStyle (201) ! Conde Nast Traveler (255) 29 Media Objectives and Strategies .Target Audience and Media Mix Objective: To target people in the following demographic: !!! !! !!! !!! !!! !-White/Caucasian women. working professionals !!! !! !!! !!! !!! !-Married or single with no children !!! !! !!! !!! !!! !-Household Income of $75.000+ Strategy:! According to MRI data. ages 25-34 !!! !! !!! !!! !!! !-College graduates.

and relevancy.Target Audience & Media Mix Continued… o o o Outdoor ! Billboards in five major markets (Boston. Long Beach. Orlando. Lauderdale. Impact Group believes that advertising in this channels will help increase the sales revenue for jetBlue in the coming year by 5% or more. New York City) Online ! Integrated social media campaign ! Improve SEO (Search Engine Optimization) Mobile ! Target female consumer with monthly mobile updates on jetBlue's deals and promotions ! Create FourSquare app that allows travelers to "checkin" mid flight !!! Key insight into our target demorgraphic have led Impact Group to believe these mediums would be best suited to carry the jetBlue message and hit our key demorgrpahic with the highest level of frequency. MRI data identifies woman as having a high propensity for personal travel. Ft. 30 SWOT Analysis . Further research shows that these mediums would be receptive to an increase in advertising spending by jetBlue.

31 SWOT Analysis .5 and an increased frequency during periods of high vacation travel. With a frequency of 10 for the remainder of the year.5 frequency. we expect that our campaign will achieve a 60% reach level.Reach and Frequency • Objective: We plan to reach 70% of jetBlue’s target market with a constant frequency of 3.5. It is possible that our reach and frequency could spike in September with our additional ad expenditures to hit 65% reach and 4. • Strategy: By executing a pulsing ad campaign at the beginning of the year we expect to achieve an average frequency of 85% from January through April. and will achieve a minimum frequency level of 3.

Reach and Frequency Charts 32 SWOT Analysis .

Ostrow’s Model 33 SWOT Analysis .

34 SWOT Analysis . allowing us to market jetBlue’s brand successfully. jetBlue’s competitors are also not advertising heavily during these months. The start of a new year will also give young working professionals a new budget that will allow our target demographic to book airfare to their vacation destinations. • Strategy: Our advertising schedule will pulse during months of high travel.Scheduling and Timing • Objective: We plan to advertise heavily from January through April in order to reach our target audience before they book their summer vacations. therefore advertising from January through April will give these women ample time to plan for their summer travels. Working women will want to plan their vacations months ahead.

000 $1.000 $200. outdoor. 35 January We will start our campaign by establishing jetBlue’s SOV at 10% through the allocations of the budgets as follows: – – – – – Television Print Outdoor Online Mobile $3.000 $100. our outdoor campaign will consist of purchasing 100 30-boards in our 5 target markets at roughly $2000 per board/month.000 $50.150.000 In January we will be kicking off our campaign with a themed “Sex and the City” event along with a promotional event at jetBlue’s main headquarters at JFK International Airport. and with our new mobile campaign.000 for 50 boards to maintain consumer awareness in our markets (top-of-mind awareness). This will be kicking off a promotional campaign that we will be implementing for jetBlue for the rest of the year. Our campaign will consist of a pulsing media flight during the beginning of the year and will maintain a constant jetBlue presence online.000.Media Budget The media budget allocated for jetBlue will consist of $26 million to spend on a regional campaign in the 5 target markets we have identified as the core of the jetBlue clientele. Our online advertising campaign will parrot Southwest Airline’s online strategy of appropriating 4% of our yearly ad budget for online advertising. Additionally. SWOT Analysis . For the rest of the year. we will spend $100.

000 – Mobile $50.000 . competing with all of our major competitors.000 In March jetBlue will throw a sponsored concert for the popular musical group Maroon 5.Print $863. The concert will be held BostonLogan International Airport.Media Budget Continued… February Our campaign will reach a our projected maximum SOV of 20% with the following allocations: .000 – Outdoor $200.000 .000 . our main competitor Southwest Airlines will be decreasing the amount of money they spend on their national television campaign. 36 SWOT Analysis .Outdoor $200.000 – Online $150.500. In order to break through the noise and to reach the maximum amount of potential customers.000 . reaching a projected 8% SOV in a month generally dominated by companies such as Southwest and Continental. March our campaign will surge.000.Online $87.500. we propose jetBlue to increase their budget for primetime television spots to $4 million.Mobile $50. these competitors have increased their budgets in other media outlets. one of jetBlue’s major hubs. so we propose the advertising in the following channels: – Television $2.000 – Print $2.000 During this month.Television $4. Traditionally.

The following is the proposed allocations and their outlets: . We will send current/prospective customers a SMS that enables them to download the new app for free. we propose the launch of a new smartphone app that will allow travelers to “check-in” mid flight to let friends and family know where they are in their trip.Television $3.000 .000 .Print $800. Also in April.Media Budget Continued… April We plan on using outdoor advertising to reach our target audience.113.000 37 SWOT Analysis .Outdoor $400. A flashmob will take place in Miami International Airport in hopes to enhance brand recognition and recall for our target audience right before the vacation travel season. Our competitors do not focus on outdoor and this is the medium that we feel is appropriate to give jetBlue the competitive edge going into the top vacation months.Online $87.000 .Mobile $100.000 .

Media Budget Continued… May – August jetBlue will take a defensive advertising approach with just enough emphasis on our campaign to maintain our share of voice by having our rates be at a constant.Online $87.Television $0 .000 38 SWOT Analysis . The allocated budgets for the following mediums are: .Outdoor $100. a defensive approach will allow us to maintain one last push for the beginning of the holiday seasons.000 .000 .Print $0 . With our competitors spending at high rates during these months.Mobile $50.

maintaining a constant allocated advertising budget. -Television $0 -Print $1. Our target consumer.000 -Mobile $50.000 September will also mark the final “Sex and the City” themed promotional event. In September.000 39 SWOT Analysis .5 million to spend on ads in these magazines to promote brand awareness.000 Online $87.500. the owners of high fashion magazines such as Vogue and Harpers Bazaar. Southwest is at a spending high in these three months. September October .Media Budget Continued… jetBlue will spend most of its budget on print magazines. The following allocated budget will be appropriated to the correct mediums.December once again jetBlue will be at the defense. release their issue with new trends and styles that have high readership and circulation.000 -Online $87. will be interested in fashion. being 25-34 year old females.000 Mobile $50.000 -Outdoor $100. The following constant budget will be allocated to the following channels: – – – – – Television $0 Print $0 Outdoor $100. Condé Nast and Hearst Corporation. We have allocated $1.

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12.531. 779 passengers per year We will be targeting all of the 62.650 passengers that go through these airports every year.Geography • • Objective: It is our goal to increase jetBlue’s coastal and Caribbean travel by 5%.11. By implementing advertising strategies amongst these markets. we will drive sales of jetBlue tickets to the Caribbean and coastal destinations by 5% in the next year.461.705.609 passengers per year – New York JFK Airport.788 passengers per year – Orlando International Airport.514.231 passengers per year – New York La Guardia.16. Advertising in these key markets will enable us to reach nearly 14 percent of total airline passengers in the United States.477.742.21. Strategy: We will target the following key markets with a new advertising campaign: – Boston: Logan International Airport. • 41 41 .11.633 passengers per year – Los Angeles International .

e. successful working woman as the face of the campaign – Host a jetBlue event/party that has a “Sex and the City” like theme • Attract our young. Our campaign will make our primary target audience of young female professionals feel independent and sophisticated. The Amazing Race) – Host special events inside of major airports – Develop a jetBlue travel iPhone application – Offer coupons and specials through social media – Product placement in movies focused on travel – Spokesperson: the face of jetBlue • Select a strong. Strategy: We will implement the following sales promotions and events: – Flash mob in Miami International Airport – Sponsorship of Television Programming (I.Sales Promotion • • Objective: We will increase top-of-mind awareness of the jetBlue brand amongst consumers. female demographic and appeal to their desire for luxury and sophistication • We will host two events in New York and Florida beginning in January • At the event we will offer special jetBlue promotions and giveaways to create a positive brand image in the minds of our consumers SWOT Analysis 42 .

43 A SWOT Appendix Analysis .

44 Appendix B .

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com http://www.shtml audience_profiles_women.instyle.html 46 Works Analysis Referenced SWOT .pdf www.zhtml?c=131045&p=irolnewsArticle&ID=1482885&highlight= http://www.strategicbusinessinsights.html