Marketing putem društvenih mreža na primjeru marke “Kiehl’s”

undergraduate thesis

• Author: Mia Petrović
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Marketing je posebna vrsta ljudske djelatnosti fokusirana na analiziranje i zadovoljavanje ljudskih potreba. Glavni cilj marketinga je gospodarenje tržištem i samom potražnjom u svrhu ostvarivanja što veće dobiti. Internet marketing možemo definirati kao upotreba interneta u svrhu maksimiziranja profita. Društvene mreže su dosta nove na internetu, te su se jako brzo proširile među ljudskom populacijom. Društveni mediji omogućuje tvrtkama razgovore sa svojom klijentelom, a istodobno i redovitim ljudima. Marketing društvenih medija postao je vruća je tema za tvrtke. Omogućuje tvrtkama da uspostave komunikacijski kanal sa svojim klijentima, plasiraju svoje proizvode, izgrade kapital marke i povećaju vjernost klijenata. Primjenjivanje društvenih mreža u zadnjem desetljeću ušlo je u praksu poslovanja poduzeća. Prilikom ulaska na samo tržište bitno je stvoriti taktiku nastupa na društvenim mrežama i što više se istaknuti s obzirom na konkurenciju. U nastavku rada promatra se primjena marketinga na društvenim mrežama na primjeru marke „Kiehl's“. Marka Kiehl's dio je tržišta ljepote i osobne njege čiji su proizvodi kozmetika kojom potrošači nastoje zaštititi ili poboljšati izgled i miris svog tijela. Kiehl's dolazi do kupaca uglavnom slanjem SMS -ova s popustima na posebne dane (poput Božića, godišnjice isl), putem oglasa, Facebooka, Instagrama, TikToka, LinkedIna. Kao pokazatelj uspješnosti oglašavanja korišteni su podaci iz upitnika, ali svjesni toga kako su većina ispitanika bili mlađi korisnici koji nisu primarna meta branda zbog niže kupovne moći. Na temelju upitnika utvrđeno je da su većinski dio kupaca žene. Kupci su ispitani o zadovoljstvu proizvodima i uslugom marke Kiehl's, te je utvrđeno da su kupci jako zadovoljni i da je marketing putem drušvenih mreža imao visok utjecaj na sam odabit proizvoda marke Kiehl's.

Abstract (english)

Marketing is a special type of human activity focused on analyzing and meeting human needs. The main goal of marketing is to manage the market and the demand itself in order to make as much profit as possible. Internet marketing can be defined as the use of the Internet for the purpose of maximizing profits. Social networks are quite new on the Internet, and have spread very quickly among the human population. Social media allows companies to talk to their clientele, and at the same time to regular people. Social media marketing has become a hot topic for companies. It allows companies to establish a communication channel with their customers, market their products, build brand equity and increase customer loyalty. The application of social networks in the last decade has entered the business practice of the company. When entering the market itself, it is important to create tactics of appearance on social networks and to stand out as much as possible with regard to the competition. In the continuation of the paper, the application of marketing on social networks on the example of the brand "Kiehl's" is observed. Kiehl's brand is part of the beauty and personal care market whose products are cosmetics by which consumers seek to protect or improve the appearance and smell of their body. Kiehl's reaches customers mainly by sending SMS with discounts on special days (such as Christmas, anniversaries, etc.), via ads, Facebook, Instagram, TikTok, LinkedIn. Questionnaire data were used as an indicator of advertising success, but they were aware that most of the respondents were younger users who were not the primary target of the brand due to lower purchasing power. Based on the questionnaire, it was determined that the majority of customers are women.

• Keywords: marketing; Internet; društvene mreže; Kiehl's
• Keywords (english): marketing; Internet; social networks; Kiehl's
• Language: croatian
• URN:NBN: urn:nbn:hr:148:144462
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-23 13:28:33