How to promote a B2B professional nail products brand in Finland
Filistianova, Viktoriia (2021)
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052511217
https://urn.fi/URN:NBN:fi:amk-2021052511217
Tiivistelmä
Eleon is a beauty studio founded in 2017 in Tampere, specializing in nail services. In 2019, the studio became the exclusive representative of the Akzentz brand in Finland. Akzentz Professional develops and manufactures products and accessories for professional nail technicians.
The main goal of this thesis is to improve Eleon´s B2B marketing communication in order to build Akzentz brand recognition and implement the successful distribution of professional nail products for nail service specialists in Finland. The objective of the thesis is to develop marketing, especially marketing communication guidelines, for the Eleon beauty studio. This research is aimed at finding applicable, adequate, and most importantly effective business-to-business marketing communication activities for Eleon.
Recommendations for the marketing communication guideline were developed, based on the analysis of a theoretical framework and results of qualitative research conducted in the winter of 2020-2021. The qualitative research included questionnaire for local nail technicians and individual semi-structured interviews with the owner of the Eleon beauty studio. The theoretical framework of the thesis focuses on marketing communication, the 4 Ps marketing mix model and factors driving sales and promotion, as well as characteristics of the business-to-business market for a specific target audience.
The results of the study showed that in the modern developing beauty market, professionals in the nail industry are interested in purchasing high-quality products that meet modern environmental and safety requirements. Beauty industry representatives expect more complete information about brands and products and more diverse visual content on social networks. They also seek opportunities to try out new materials in practice, including taking professional training courses.
The marketing communications guide presents a set of recommendations including the use of traditional and digital tools and channels, ideas for the development of social networks, event management, educational courses and other promotional ideas. According to the study, the best results can be achieved by developing content on social media, providing more detailed information about the Akzentz brand and product characteristics, organizing various professional courses and workshops for nail technicians and implementing tailored, direct marketing to potential customers.
This thesis also presents important additional measures and considerations that Eleon needs to recognize in its marketing communication development, such as resource management and employee competence.
The main goal of this thesis is to improve Eleon´s B2B marketing communication in order to build Akzentz brand recognition and implement the successful distribution of professional nail products for nail service specialists in Finland. The objective of the thesis is to develop marketing, especially marketing communication guidelines, for the Eleon beauty studio. This research is aimed at finding applicable, adequate, and most importantly effective business-to-business marketing communication activities for Eleon.
Recommendations for the marketing communication guideline were developed, based on the analysis of a theoretical framework and results of qualitative research conducted in the winter of 2020-2021. The qualitative research included questionnaire for local nail technicians and individual semi-structured interviews with the owner of the Eleon beauty studio. The theoretical framework of the thesis focuses on marketing communication, the 4 Ps marketing mix model and factors driving sales and promotion, as well as characteristics of the business-to-business market for a specific target audience.
The results of the study showed that in the modern developing beauty market, professionals in the nail industry are interested in purchasing high-quality products that meet modern environmental and safety requirements. Beauty industry representatives expect more complete information about brands and products and more diverse visual content on social networks. They also seek opportunities to try out new materials in practice, including taking professional training courses.
The marketing communications guide presents a set of recommendations including the use of traditional and digital tools and channels, ideas for the development of social networks, event management, educational courses and other promotional ideas. According to the study, the best results can be achieved by developing content on social media, providing more detailed information about the Akzentz brand and product characteristics, organizing various professional courses and workshops for nail technicians and implementing tailored, direct marketing to potential customers.
This thesis also presents important additional measures and considerations that Eleon needs to recognize in its marketing communication development, such as resource management and employee competence.