Separation of niche product direction

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Marketing strategy for

AdaVong

Online store of high-quality Korean hair cosmetics

The main task

Development of a digital marketing strategy for a company whose main focus is the sale of cosmetics. It was necessary to analyze the current state of the market, find out the trends in the k-beauty industry and investigate the general trends in the development of this direction. It was also important to conduct an analysis of the categories of Korean cosmetics and, based on all the data, draw up a portrait of the buyer and introduce digital tools for promotion and attracting customers.

Goals

  • Investigation of the current state of the market and trends in the industry;
  • Determining the target audience;
  • Categorization of product types;
  • Integration of digital promotion strategy.

Hypothesis

We assumed that the growth trend in the industry will continue for a long time, so it is worth focusing on finding your buyer and developing a good positioning to stand out from the competition.

The main task

Development of a digital marketing strategy for a company whose main focus is the sale of cosmetics. It was necessary to analyze the current state of the market, find out the trends in the k-beauty industry and investigate the general trends in the development of this direction. It was also important to conduct an analysis of the categories of Korean cosmetics and, based on all the data, draw up a portrait of the buyer and introduce digital tools for promotion and attracting customers.

Goals

  • Investigation of the current state of the market and trends in the industry;
  • Determining the target audience;
  • Categorization of product types;
  • Integration of digital promotion strategy.

Hypothesis

We assumed that the growth trend in the industry will continue for a long time, so it is worth focusing on finding your buyer and developing a good positioning to stand out from the competition.

STAGES OF CREATING A MARKETING STRATEGY

  • 1

  • 2

  • 3

  • 4

  • 5

  • 6

  • Stage 1

    MARKET ANALYSIS

    We conducted an analysis of the current state of the market and trends in its development, which is necessary for understanding the direction in which to build a strategy.

  • Stage 2

    PORTRAIT OF THE CONSUMER

    We determined the peculiarities of consumer behavior, which allowed us to define groups of consumers and create a portrait of a typical buyer.

  • Stage 3

    ANALYSIS OF PRODUCT CATEGORIES

    For a better understanding of the consumer, we conducted an analysis of all Korean cosmetics divided into categories. We studied the interest of different groups of consumers in different categories of Korean cosmetics. We have determined the list of the main categories of the online store.

  • Stage 4

    SWOT ANALYSIS

    Advantages, disadvantages, opportunities and threats were studied. This gave us a vision of the direction in which it is necessary to build a promotion strategy and develop a unique sales offer. Brand positioning was created.

  • Stage 5

    DIGITAL PROMOTION

    We formulated the goals and necessary steps, as well as developed a strategy for the digital promotion of the project with the help of the necessary tools.

  • Stage 6

    DIGITAL SALES

    As part of the development of integration into the digital sales strategy, we have formulated several sales surge scenarios, taking into account the main groups of consumers.

The results

Thorough analysis of the market and consumers, consideration of SWOT factors and development of goals provided the basis for an effective marketing strategy. Digital aspects in the sales strategy indicate readiness to adapt to modern technological requirements and maximize the impact on the target audience.

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