Implementing Digital Marketing Methods in the Natural Cosmetics Business: the Case Company: Company X
Trofimov, Andrei; Määttänen-Trofimov, Kristiina (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133376
https://urn.fi/URN:NBN:fi:amk-2023120133376
Tiivistelmä
This research aims at improving the case company Company X’s marketing plan before beginning its operations. The authors of this thesis are the co-founders of the company, which will be operating in the natural cosmetics industry. According to Company X’s initial marketing plan, the company is planning to implement social media and a website for marketing purposes. At the beginning of its operations, Company X will operate in Finland but is planning to expand its operations abroad in the future.
The authors conducted qualitative research during which the following research methods were utilised: interview research and desk research. The research was backed by theoretical background from multiple international sources about marketing, digital marketing, and implementing digital marketing in the natural cosmetics business. The authors conducted four interviews, during which five persons were interviewed. The interviews partly take on an international point of view. All the interviews were recorded and transcribed by the authors. The desk research was in the form of competitor analysis for which three of Company X’s internationally operating competitors from Finland were selected. The authors analysed several digital marketing methods implemented by the competitors.
The results provided support for website and social media marketing. It was discovered that multiple effective digital marketing methods were missing from Company X’s initial marketing plan. Based on the results, Company X will include search engine-, paid social media-, e-mail-, and influencer marketing in the updated marketing plan, which will be utilised when Company X begins its operations.
The authors conducted qualitative research during which the following research methods were utilised: interview research and desk research. The research was backed by theoretical background from multiple international sources about marketing, digital marketing, and implementing digital marketing in the natural cosmetics business. The authors conducted four interviews, during which five persons were interviewed. The interviews partly take on an international point of view. All the interviews were recorded and transcribed by the authors. The desk research was in the form of competitor analysis for which three of Company X’s internationally operating competitors from Finland were selected. The authors analysed several digital marketing methods implemented by the competitors.
The results provided support for website and social media marketing. It was discovered that multiple effective digital marketing methods were missing from Company X’s initial marketing plan. Based on the results, Company X will include search engine-, paid social media-, e-mail-, and influencer marketing in the updated marketing plan, which will be utilised when Company X begins its operations.