Low-end Cosmetic Brand Comparison of American and Mexican Marketing Strategies Effectiveness in a Mexican Post-Pandemic Market
Hernández Villana, Natalia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121537518
https://urn.fi/URN:NBN:fi:amk-2023121537518
Tiivistelmä
The purpose of this research is to identify and disclose the needs and demands that the Mexican low-end makeup market consumers portray to develop and balance different suitable marketing strategies for national and international cosmetic brands located in Mexico. The previous, mainly within social media platforms, along with e-commerce platforms and other traditional channels, will be explored to analyze the impact and behavior of the industry consumers in each. In addition, necessary ramifications enclosed in the process of innovation and preservation of the core essence of a brand and its products according to the market interests and demands will be explored.
This investigation process was held out based on interviews and surveys performed to direct low-end makeup consumers and costumers in Mexico, in order to have a forthright perspective of their opinion, and purchase motivators, thus, avoiding subjective interpretations of results as much as possible; as well as interviews from makeup leader brands' marketing executives, with the aim of matching and finding a middle ground between understanding the consumer's angle, and evaluating the companies' strategies' and action plans.
Key findings include main proposals to balance a Marketing strategy in a post-pandemic Mexican Low-end Costumer Market and elements to have and innovate in a growth process as a makeup company in the area, while maintaining faithful practices to brand and scope values.
This investigation process was held out based on interviews and surveys performed to direct low-end makeup consumers and costumers in Mexico, in order to have a forthright perspective of their opinion, and purchase motivators, thus, avoiding subjective interpretations of results as much as possible; as well as interviews from makeup leader brands' marketing executives, with the aim of matching and finding a middle ground between understanding the consumer's angle, and evaluating the companies' strategies' and action plans.
Key findings include main proposals to balance a Marketing strategy in a post-pandemic Mexican Low-end Costumer Market and elements to have and innovate in a growth process as a makeup company in the area, while maintaining faithful practices to brand and scope values.