Abstract
The mass market now offers a wide range of products with similar characteristics for consumers to choose from, so how to attract their attention through marketing. It is worth looking into this. This paper mainly studies how different companies in the same category carry out corresponding marketing according to their own conditions. This article takes Estee Lauder and a minority brand in China as examples. The research methods used in this paper are The Four Ps of Marketing and literature review. The result shows that for some skincare products that are already branded, the company needs to hire some influential people to be the spokesperson for the skincare line. This is not only because of the celebrity effect but also because the public trusts the brand. Likewise, for products that are not very well known, they will focus their marketing on the daily advertisements of bloggers on some self-publishing platforms. This will make it easier for a wider group of people to learn about the product rather than just targeting a fixed population segment.
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