Abstract ------------------------------------------3
Introduction ----------------------------------- -4
Literature Review -----------------------------4
Conclusion ------------------------------------ -5
References ---------------------------------------6
Appendix ----------------------------------------7
Abstract:
In this research, we argue that although the incentives and growing needs of population implement the huge needs and more prospects in emerging markets thanks to globalization in the cosmetic industry, it is however; becoming more complicated for players in the cosmetic industry to target the right sized market and makes a segmentation of right population. These and more issues are tightly correlated with the recognition of consumer behavior, a relevant market analysis and appropriate marketing management, which seems to be more complicated nowadays. The main purpose of the research is to: make a case the online marketing provide the easiest frontier for solving the problem of marketing.
Introduction:
The most crucial aspect of marketing is ensuring that there is the availability of the product to all the clients who want it. This means that the consumer can easily find the products whenever they want it. Using social media will make it possible for the company to acquire low levels and mid level income earners like college students and young adults. The social media will present a detailed analysis on where the products can be available such as local kiosks, shopping malls and other all the cosmetic dealers. Place marketing mix should market the product by always being available to the relevant consumers. The main tool for marketing cosmetic beauty products is the creation of awareness of a new product or one that has been in existence but has in the lost marketability in the past. In business, promotion of products regardless of age in the market is particularly beneficial. With this, there are various reasons that come with it including the creation of awareness in new products, increase in demand, positioning, competition outperformance, and establishment of brand equity. Social media will be an instrumental tool in realizing these goals. For this research, we understand that the establishment of marketing group with the capability of attracting more than 700 followers depends on the easy way out of funneling people by use of social media.
Literature Review
Nava Dayan wrote that when it comes to cosmetics and personal care, the sense of “natural” creates confusion. This confusion penetrates every aspect of the product development. The definition of a natural skin care should be clearly examined and accepted by the stakeholders. Having a standard definition ensures that customers make informed decisions on whether the product meet their tastes. The definition of a natural skin care material should be one that is neither synthetically derived nor synthetically. The ingredient for use in the natural product must be one that is found in nature freely.
Magill et all (2010) discounted advertising as the epitome of marketing in business. Instead, the writers argue that although advertising plays a key role in the success of firms and the sale of products, there is a need for firms to go beyond the ordinary confines of traditional marketing. Contemporary customers have limited distinction between marketing and the product. Successful marketing of a product depends on the reputation that the company builds in terms of quality of its products. The company is thus embodiment of a successful marketing operation. Underscoring this new meaning of marketing is the belief that quality is not a function of the company and a leading agent of advertising and marketing. In essence, the article argues that companies must act as vessels with the engine of the vessel being the marketing organization and the customer engagement wing that works in the process of building priorities and simulating dialogue with all sectors in the enterprise. The development of the customer engagement process are the pillars that determines affective marketing from the traditional approaches used by companies such as social media, mainstream media and all other strategies. In essence, the argument in the article is that successful marketing originates from the firms organization and its delivery of quality products and not massive costs in advertising.
Court et all, (2009) argued for a method called consumer decision journey that is distinct from the old method. Court et all make a case for a change in the system used to target consumers. They argue that although marketers in the media industry have been witnessing tremendous changes in the manner consumers become aware of products and buy them; marketers have failed to change approaches that defy the traditional concept. Evidently, the shift in consumer’s decision making requires that marketers realizes the apparent increase of consumer power and choice variety to make a marketing approach that is tailored for the new environment. Court et al argues that while marketers would like to meet the consumers now that most influence their decisions, the possibility of realizing this softness has diminished with due the nature of the multiple choices available for consumers. A new marketing strategy that explores the consumer’s decision-making process is essential for effective marketing. The article proposes that marketers must aggressively go beyond the conventional communication with customers and learn to influence the consumer driven touch points. It is possible for firms to combine traditional methods such as word of mouth with more sophisticated consumer based loyalty practices such as reviews, development of broadband communications, after sale services and development of quality for the products, and online chat programs.
Implementing Social Media Marketing
Our cosmetic company aims to reach its online customer base by employing online media. Because the majority of the target market is online, Our Company believes that online marketing would be an effective method of reaching its customer base. Because of the influence of the social media in the net, we aim to use social media as an effective way to gain exposure and brand recognition to a highly target market segment. Our goals include using common social networks such as Facebook, Twitter, and YouTube amongst others. Some of the reasons why we use social media are because social media groups such as Facebook enables the company to target specific users by age, interests, location and education level. By using Facebook pages, the company would be able to pin point target market s through Facebook adds as relatively cheaper and more efficient ways than using television adds ( The business for cosmetics is highly controversial in regards to social responsibility)
Social media also have the advantage of creating trust between customers and business. By sharing information and interacting online, the company will be able to build a network of trust with its social media network. While advertising for organic skin care products, it is important for the customers to know what the products in terms of ingredients. If the customers are aware of what the product that are found in the product, they will be more likely to buy the product. The trust will be enhanced with the company’s capacity by viewing applications such as likes (Facebook), comments, and posts on the company’s social page.
In addition to building social network, social media are an informative in spreading the word of mouth about new technologies across the globe. Users of the social media sites can take the picture of new products, comment about new brands, or write criticism about new brand or cosmetic products. The social media’s ability to connect people would be the strongest and cheapest method that our company can use to expand its international connection and market. Facebook can also realize celebrity endorsements for the products that use organic materials. One way of doing this is through liking the page or updating their statuses. See end notes for some concerns.
Conclusion
The skin care and beauty industry is already flooded with many players. To cut a niche for ourselves, our company strives toward reaching the customer from the base. This means, amongst others, by creating friendship with our potential customers. By using social media, we are able to tell exactly who our client base are and eliminate costly and wasteful spending on adverting that will not produce much results.
References
Anderson, W & Cunningham, T. (1972). The Socially Conscious Consumer. Journal of Marketing, 36(1), 18-29.
Court,D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009, January). The Consumer Decision Journey. Retrieved September 10, 2010, from McKinsey & Company website: http://www.marketingritson.com/documents/theconsumerdecisionjourney.pdf
Magill, P, French, T., & LaBerge, L. (2010, February). We’re all Marketers Now. Retrieved September 8, 2013, from McKinsey Quarterly website: http://www.mckinsey.com/insights/marketing_sales/were_all_marketers_now
Mooij, M. D. (2004). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Chicago, IL, USA: Sage.
Appendixes
