Marketinško-prodajni pristupi za kozmetičke proizvode na društvenim mrežama

master's thesis

• Title (english): Marketing and sales approaches for cosmetic products on social networks
• Author: Nikolina Savić
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Novi mediji mijenjaju shvaćanje marketinške strategije općenito, a posebno u industrijama poput kozmetičke industrije. Sve veći broj potrošača kozmetičkih proizvoda upotrebljava društvene mreže kao glavni izvor informiranja i učenja o novim proizvodima. Stoga je iznimno važno kako poduzeća koriste društvene mreže. Otvorena komunikacija, dijalog i interakcija na svim razinama vrlo su bitni za povezivanje poduzeća sa svojim potrošačima.
U ovom diplomskom radu određen je teorijski okvir upotrebe društvenih mreža kao alata marketinške komunikacije i prodaje proizvoda u kozmetičkoj industriji. Uz to, analizom mrežnih aktivnosti odabranih poduzeća kozmetičke industrije s tržišta Republike Hrvatske, izvedeni su određeni zaključci i preporuke koje mogu biti od koristi onima koji se bave ovakvom vrstom posla.
Između ostalog, zaključeno je kako je iznimno važan čimbenik uspješnosti aktivnosti na društvenim mrežama, u okviru ove gospodarske djelatnosti, biti na odgovarajućim platformama – što znači, da se treba biti tamo gdje su i naši potrošači. U suprotnome, svi komunikacijski i prodajni napori poduzeća gube na vrijednosti. Također, zaključeno je kako potrošači ovakve vrste proizvoda brinu o okolišu i društvenim pitanjima te im je vrlo važno da poslovne organizacije kojima su lojalni, također brinu o istima te da to jasno iskazuju. Uza spomenuto, vrlo je važno imati interaktivan sadržaj koji je uz to i estetski privlačan, te koji potiče korisnike na uključenost, usmjeren je na njih, njihove potrebe, želje i osjećaje – a ne samo na proizvod. Uz navedeno, upotreba nagrada kao poticaja potiče korisnike na veću aktivnost od uobičajene, pa se to vrlo često koristi kao alat za osvajanje novih pratitelja na društvenim platformama.

Abstract (english)

New media is changing the understanding of marketing strategy in general, and in industries like the cosmetics industry in particular. An increasing number of consumers of cosmetic products use social networks as the main source of information and learning about new products. Therefore, it is extremely important how companies use social networks. Open communication, dialogue and interaction at all levels are very important for connecting companies with their consumers.
In this thesis, the theoretical framework for the use of social networks as a tool for marketing communication and product sales in the cosmetics industry is determined. In addition, by analyzing the network activities of selected companies in the cosmetics industry from the market of the Republic of Croatia, certain conclusions and recommendations have been drawn that may be useful to those engaged in this type of business.
Among other things, it was concluded that an extremely important factor in the success of activities on social networks, within this economic activity, is to be on appropriate platforms - which means that we should be where our consumers are. Otherwise, all communication and sales efforts of the company lose value. It was also concluded that consumers of this type of product care about the environment and social issues, and it is very important to them that business organizations to which they are loyal also care about them and that they clearly state this. In addition, it is very important to have interactive content that is also aesthetically appealing, and that encourages users to be involved, focused on them, their needs, desires and feelings - and not just on the product. In addition, the use of rewards as an incentive encourages users to be more active than usual, so it is very often used as a tool to win new followers on social platforms.

• Keywords: elektronička prodaja; internet marketing; društvene mreže; promocija; komunikacija; kozmetička industrija
• Keywords (english): electronic sales; internet marketing; social networks; promotion; communication; cosmetics industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:880803
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2022-09-25
• Created on: 2020-09-14 10:37:09