FMP Proposal

An investigation into the marketing of beauty

Aims: Researching the principals and aims of marketing. How brands/companies market beauty products. How has marketing evolved? (21st Century) Traditional/ Digital marketing. How beauty products are marketed by companies. (The use of social media/blogging to advertise)

My hypothesis is that the marketing of beauty contains many factors to sell their products effectively. Including advertisement, the importance of product design and packaging and the use of social media

Rationale: I believe my specialist study will aid me in many way to becoming a successful journalist in the future. Firstly, I will be more experienced in finding alternate sources of information which is what journalists look for and be better researching an accumulation of varied sources. I also think it will help aid me me in creating content for my FMP by perhaps creating an article explaining how companies advertise their products and how social media is used to advertise beauty products as both beauty and social media are 

Research Sources: I intend to carry out both secondary and cultural sources which includes finding online sources and using books from the LRC to get a range of different types of content. However, the majority of my information will be from books.

Target audience – (Majority) Female

16 – 25 year olds

Ideas: Beauty & Marketing

Bibliography:

Acedemic

Gray, T, 2000, 1st Edition, Marketing, Heinemann

Mortimer, R, Brooks, G, Smith, C, Hiam, A, 2012, 3rd Edition, Marketing For Dummies, John Wiley & Sons Ltd

Easey, M, 2009, 3rd Edition, Fashion Marketing, Wiley-Blackwell

Blythe, J, 2000, 1st Edition, Marketing Communications, Pearson Education Limited, Page

Cultural

Coppinger, K, 2016, Beauty Brands & Digital Marketing: A Perfect Match, Wyng.com, 10th January 2016

2016, How Many People Use Social Media, Statista.com, 8th February 2016

Quotes:

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 99

“The advantage with using newspapers and magazines is that they have high coverage, making up the largest group of media in the UK.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 97

“The key therefore to an advertising campaign is buying the right media to show the right ad to the right person at the right time.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 83

“Retailers assemble a range of goods and services for a target market using their strengths to differentiate from the competition. They provide place utility in that they are convenient to find and purchase goods.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 97

“Advertising is paid for ‘above line’ promotional activity using the media.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 62

“Innovative products, will have a long introduction period as it will take customers time to be aware and accept the product, as in the case of some new medicines.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 4

“The history of marketing is vague with no agreed periods or dates. What is apparent is that different marketing concepts have dominated in different periods, so that marketing ‘eras’ can be identified.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 2

“Marketing is about selling by promoting the right product at the right price in the right place.”

Gray, T, 2000, First Edition, Marketing, Heinemann, Page 3

“Examples of markets include the consumer goods market, capital goods market, the financial market, the property market, labour market and the market in services such as leisure and tourism.”

Mortimer, R, Brooks, G, Smith, C, Hiam, A, 2012, 3rd Edition, Marketing For Dummies, John Wiley & Sons Ltd, Page 153

“The product is the heart and soul of any marketing plan. If the product is good, then he marketing plan has a decent chance of success. But if the product is nothing special in the customer’s eyes, no marketing plan can make that product a winner in the long run. We call this the ‘lipstick on the gorilla’ effect.”

Mortimer, R, Brooks, G, Smith, C, Hiam, A, 2012, 3rd Edition, Marketing For Dummies, John Wiley & Sons Ltd, Page 182

“Online advertising, done well, can do so many more tasks for you than a TV ad, press ad or poster. For a start, users who click on your ad can be delivered directly to your transactional website.”

Easey, M, 2009, 3rd Edition, Fashion Marketing, Wiley-Blackwell, Page 5

“Marketing is a business philosophy or way of thinking about the firm from the perspective of the customer or the potential customer.”

Easey, M, 2009, 3rd Edition, Fashion Marketing, Wiley-Blackwell, Page 6

“The best marketing plans and activities can be easily and quickly undermined by changes in the economy or in competitors’ actions.”

Easey, M, 2009, 3rd Edition, Fashion Marketing, Wiley-Blackwell, Page 243

“Marketing strategy consists of important long-term decisions to which the competition cannot react quickly. It is the relationship of the firm with it’s environment.”

Easey, M, 2009, 3rd Edition, Fashion Marketing, Wiley-Blackwell, Page 224

“Advertising in magazines is by far the most effective method of above the line advertising, as it can be fine-tuned to the target market of the magazine.”

Blythe, J, 2000, 1st Edition, Marketing Communications, Pearson Education Limited, Page 121

“Petrol is much the same whether it is sold by Shell, Esso, BP, Statoil, Elf or Repsol; such products are called commodity products because they are homogeneous commodities rather than distinct products with different benefits from the others on offer.”

Blythe, J, 2000, 1st Edition, Marketing Communications, Pearson Education Limited, Page 122

“A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely.”

Blythe, J, 2000, 1st Edition, Marketing Communications, Pearson Education Limited, Page 131

The colour of packaging can also be important. For example, Heinz’s use of a turquoise label for it’s baked beans emphasises the orange colour of the beans when the can is opened.”

Blythe, J, 2000, 1st Edition, Marketing Communications, Pearson Education Limited, Page 133

“The graphics affect the consumer’s perception of the product at least as much as the colour of the package.”

Coppinger, K, 2016, Beauty Brands & Digital Marketing: A Perfect Match, Wyng.com, 10th January 2016

“A recent article from Business of Fashion detailed how a lot of beauty brands are moving away from traditional advertising and increasingly adopting more modern techniques. Their new strategies range from working with social media influences to showcasing content in digital marketing campaigns.”

Coppinger, K, 2016, Beauty Brands & Digital Marketing: A Perfect Match, Wyng.com, 10th January 2016

“There are many proven benefits that come from taking beauty brands’ ads and marketing into the 21st century. Consumer content is less expensive and more trustworthy than brand-produced content, and social media influencers are, well, influencing consumers now more than ever.”

Social Media Statistics & Facts, Statista.com, 8th February 2016

Number of social network users online: 2.34 billion