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Entwicklung eines Marketingkonzeptes für die Marke bilou

Entwicklung eines Marketingkonzeptes für die Marke bilou

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Sprache: Deutsch, Abstract: Gegenstand dieser Hausarbeit ist die Entwicklung eines Marketingkonzeptes am Beispiel der Marke bilou. Hintergrundinformationen zum Unternehmen werden im nächsten Kapitel gegeben. Anhand der Marke bilou wird in dieser Hausarbeit exemplarisch dargestellt, wie die Nutzung sozialer Medien im Marketing nicht nur einen Mehrwert bieten, sondern auch neue Wege aufzeigen ein Produkt kostengünstig vertreiben zu können. Besonders in gesättigten Märken wie der Kosmetikbranche, in der sich die Marke bilou einfügt, ist es von besonders großer Bedeutung effizientes Marketing zu betreiben, da die Anzahl an substituierbaren Produkten sehr groß ist. Das Marketing, insbesondere auch die Kommunikationspolitik, hat im historischen Kontext einen starken Wandel erlebt. In den Nachkriegsjahren und 50er Jahren handelte es sich noch um einen Verkäufermarkt, der sich bis zu den 60er Jahren soweit veränderte, dass das einzelne Produkt in den Vordergrund geriet. In den 70er Jahren wandelte sich der Markt zu einem Käufermarkt, bei dem die einzelnen Kunden in den Vordergrund gerieten. In den 80er kam der Wettbewerbsgedanke hinzu, bei dem sich die Unternehmen verstärkt versuchten von der Konkurrenz abzuheben. Ab den 1990er Jahren wurde die Kommunikationspolitik ein zentrales Mittel für den Unternehmenserfolg. Überschüttet von Werbeanzeigen und Konsumangeboten auf unterschiedlichen Kommunikationskanälen erhöht sich seit dem Anfang der 2000er die Nutzung des Online-Marketings. Die stetige Digitalisierung und die zunehmende Bedeutung von sozialen Medien tragen dazu bei. Ein Aspekt aus dem Online-Marketing, der erst vor einigen Jahren aufkam, ist das Influencer-Marketing. Beim Influencer-Marketing werden gezielt Persönlichkeiten aus den sozialen Netzwerken, die eine große Reichweite haben, für Marketing- und Kommunikationszwecke einges


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Product Details
  • ISBN-13: 9783668949478
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668949476
  • Publisher Date: 28 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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