Analysis of Marketing Communication for Skincare Products in the UK
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This report provides a comprehensive literature review on marketing communication techniques used to promote skincare products in the UK. It examines various strategies, including advertising, personal selling, social media, and public relations, and their effectiveness in increasing sales. The report analyzes research on communication techniques, the promotion of skincare products in the UK, and the impact of marketing communication on consumer behavior. It also explores the improvement of communication techniques, the current skincare products being promoted, and the potential for Korean or Asian skincare products in the UK market. The study highlights the differences in communication techniques and consumer behavior between the UK and Asia, and identifies missed elements in marketing communication. The analysis includes an examination of the impact of marketing communication on consumer behavior and explores strategies for enhancing brand image and expanding market reach. The report concludes by emphasizing the importance of understanding consumer needs and preferences to develop effective promotional strategies. The content is contributed by a student and available on Desklib, a platform for AI-powered study tools.
MARKETING
COMMUNICATION
COMMUNICATION
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
1. Marketing communication techniques used to promote skincare products in UK.............1
2. Research based on communication techniques..................................................................2
3. Promoting skincare products in UK...................................................................................2
4. Impact of marketing communication on consumer behaviour...........................................3
5. Improvement in communication techniques......................................................................4
6. Skincare products currently being promoted in UK...........................................................6
7. Availability of promoting Korean or Asian skincare products in UK................................6
8. Research done in promoting Korean skincare products in UK..........................................7
9. Marketing communications techniques done to promote Korean skincare products in UK8
10. Difference between communication techniques used in UK and Asia............................9
11. Difference in consumer behaviour.................................................................................10
12. Reason of lack of knowledge for Korean skincare products in UK...............................10
13. Awareness among UK consumers about Korean skincare products..............................11
14. Missed elements in marketing communication techniques............................................12
15. Research has not been done yet......................................................................................13
16. Objective of review/ outcome........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
1. Marketing communication techniques used to promote skincare products in UK.............1
2. Research based on communication techniques..................................................................2
3. Promoting skincare products in UK...................................................................................2
4. Impact of marketing communication on consumer behaviour...........................................3
5. Improvement in communication techniques......................................................................4
6. Skincare products currently being promoted in UK...........................................................6
7. Availability of promoting Korean or Asian skincare products in UK................................6
8. Research done in promoting Korean skincare products in UK..........................................7
9. Marketing communications techniques done to promote Korean skincare products in UK8
10. Difference between communication techniques used in UK and Asia............................9
11. Difference in consumer behaviour.................................................................................10
12. Reason of lack of knowledge for Korean skincare products in UK...............................10
13. Awareness among UK consumers about Korean skincare products..............................11
14. Missed elements in marketing communication techniques............................................12
15. Research has not been done yet......................................................................................13
16. Objective of review/ outcome........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
INTRODUCTION
Marketing communication (MC) is a fundamental part of business entity that covey their
message to consumers through various communication channels. The main objective of MC is to
enhance product's demands and create preferences. Communication techniques support
enterprise in building brand image and developing positive image in the mind of consumers. This
aids in expansion of firm.. It is essential for marketer to understand requirements of consumers
and promote their products accordingly so that mass audience can get attracted towards firm
(Rábová, 2015). In the modern era, competition is very high and in such high rivalry situations,
entities have to make effective strategies so that they can reach to mass audience and can make
them loyal towards brand. There are various marketing communication techniques such as TV
advertisement, social networking sites, interactive marketing. All these tools help an organization
in market their products and sustaining in industry for longer duration.
Present studies will analyse MC techniques in order to promote skincare products in UK
where people uses high quality skin care products. Thus, there are high chances to gain success if
entity promotes new skincare products. Study will review literature of other authors on
marketing communication techniques that can be useful in promoting skincare products.
Furthermore, it will explain the impact of marketing communication on consumer buying
behaviour.
LITERATURE REVIEW
1. Marketing communication techniques used to promote skincare products in UK
According to Holden, (2018) marketing communication techniques are very effective to
increase the sales of skincare products in UK. Advertising, personal selling, sales promotions,
social media, public relations are important methods of communication for increasing sales of
skincare products. Social media is also best method for promoting skin care product like
people almost spent their time on social sits, it is very easy for providing the information about
skin care product so it is also useful method. This method is important for future growth. As per
the Do, (2018) Advertisement is the most common technique of marketing communication and it
includes ads on TV or newspapers so skincare services through effective advertising for
example when any organisation launch new skin goods in market so it is very useful method.
As per the viewer KAGENDO, (2015) personal selling is very effective to promote
skincare product in UK market and includes phones calls, sell this skin care items face to face
1
Marketing communication (MC) is a fundamental part of business entity that covey their
message to consumers through various communication channels. The main objective of MC is to
enhance product's demands and create preferences. Communication techniques support
enterprise in building brand image and developing positive image in the mind of consumers. This
aids in expansion of firm.. It is essential for marketer to understand requirements of consumers
and promote their products accordingly so that mass audience can get attracted towards firm
(Rábová, 2015). In the modern era, competition is very high and in such high rivalry situations,
entities have to make effective strategies so that they can reach to mass audience and can make
them loyal towards brand. There are various marketing communication techniques such as TV
advertisement, social networking sites, interactive marketing. All these tools help an organization
in market their products and sustaining in industry for longer duration.
Present studies will analyse MC techniques in order to promote skincare products in UK
where people uses high quality skin care products. Thus, there are high chances to gain success if
entity promotes new skincare products. Study will review literature of other authors on
marketing communication techniques that can be useful in promoting skincare products.
Furthermore, it will explain the impact of marketing communication on consumer buying
behaviour.
LITERATURE REVIEW
1. Marketing communication techniques used to promote skincare products in UK
According to Holden, (2018) marketing communication techniques are very effective to
increase the sales of skincare products in UK. Advertising, personal selling, sales promotions,
social media, public relations are important methods of communication for increasing sales of
skincare products. Social media is also best method for promoting skin care product like
people almost spent their time on social sits, it is very easy for providing the information about
skin care product so it is also useful method. This method is important for future growth. As per
the Do, (2018) Advertisement is the most common technique of marketing communication and it
includes ads on TV or newspapers so skincare services through effective advertising for
example when any organisation launch new skin goods in market so it is very useful method.
As per the viewer KAGENDO, (2015) personal selling is very effective to promote
skincare product in UK market and includes phones calls, sell this skin care items face to face
1
sales visits, it is also related some personnel sales calls are delivered their product details through
emails, messages such as brochures or media kits. It also helps to increase their sales in UK so
more customers also attract through effective communication is the process exchange their
information one place to another through effective communicates with their consumers. So
public relation method is also very useful for expanding their skincare business in UK economic.
According to Blakeman, (2018) it plays a very important role like maintaining relationships with
their clients, or other nations. It also helps to increase their sales and providing quality of skin
products through better communicate with their customers.
2. Research based on communication techniques
There are many researches that have been conducted on communication techniques in
UK to promote products and services in country. Camilleri has conducted research in the year
2017 on integrated marketing communication techniques. Furthermore, Petrosyan and
Dimitriadis have also prepared thesis on marketing communication. All these studies
discuss about effectiveness of marketing communication techniques in order to raise profit of
business and influencing consumer behaviour (Camilleri, 2017). Rabova has prepared research
paper in 2015 on marketing communication in cosmetic industry. In this study, scholar has
described about various communication methods. Furthermore, researcher has discussed
importance of social media communication channel that can help in gaining attention of mass
audience.
Todorova study describes marketing communication mix and study of Sramova also
explains marketing and media communication methods. All these researches are effective in
order to develop an understanding about effectiveness of various communication techniques that
are used in UK by cosmetic industry (Mráček and Mucha, 2015). With the help of these
communication techniques, companies promote their skin care products and make consumers
aware with quality and benefits of their goods and services.
3. Promoting skincare products in UK
As per the view of Petrosyan and Dimitriadis, (2016) in few decades skincare products
demand has been increased to a greater extent. There are many companies which offer amazing
face creams, body oils to consumers.. Demand of skin care products in UK is very high,
L'Oreal, ELC etc firms are performing well in market.. These brands have unique brand image
and people have trust on them.
2
emails, messages such as brochures or media kits. It also helps to increase their sales in UK so
more customers also attract through effective communication is the process exchange their
information one place to another through effective communicates with their consumers. So
public relation method is also very useful for expanding their skincare business in UK economic.
According to Blakeman, (2018) it plays a very important role like maintaining relationships with
their clients, or other nations. It also helps to increase their sales and providing quality of skin
products through better communicate with their customers.
2. Research based on communication techniques
There are many researches that have been conducted on communication techniques in
UK to promote products and services in country. Camilleri has conducted research in the year
2017 on integrated marketing communication techniques. Furthermore, Petrosyan and
Dimitriadis have also prepared thesis on marketing communication. All these studies
discuss about effectiveness of marketing communication techniques in order to raise profit of
business and influencing consumer behaviour (Camilleri, 2017). Rabova has prepared research
paper in 2015 on marketing communication in cosmetic industry. In this study, scholar has
described about various communication methods. Furthermore, researcher has discussed
importance of social media communication channel that can help in gaining attention of mass
audience.
Todorova study describes marketing communication mix and study of Sramova also
explains marketing and media communication methods. All these researches are effective in
order to develop an understanding about effectiveness of various communication techniques that
are used in UK by cosmetic industry (Mráček and Mucha, 2015). With the help of these
communication techniques, companies promote their skin care products and make consumers
aware with quality and benefits of their goods and services.
3. Promoting skincare products in UK
As per the view of Petrosyan and Dimitriadis, (2016) in few decades skincare products
demand has been increased to a greater extent. There are many companies which offer amazing
face creams, body oils to consumers.. Demand of skin care products in UK is very high,
L'Oreal, ELC etc firms are performing well in market.. These brands have unique brand image
and people have trust on them.
2
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Promotion plays a significant role in expansion of business. By implementing effective
promotional techniques, a new firm can enter into UK skincare market and can attract mass
people towards brand.
Miremadi, Samsami and Qamsari, (2017) argued that Statistical records of 2016 show that
beauty and cosmetic market of United Kingdom has generated revenue of $60 Billion. UK
people use social networking sites; they get to know about various offers and new brand through
these sites. Promoting skincare products in UK is quite challenging because of high competition
but there are opportunities for new brand. Contacting with distributors can support is effective
promotional strategy for promoting skincare products in UK. Local distributors have good
knowledge about needs of consumers and their preferences.
According to Todorova, (2015) People of UK buy most items online because they found
it cheap and it saves their time. Skin care products can be promoted by taking support of e-
commerce website. Most of the companies give information about their products and services on
its websites and upload quality images. This helps in promoting skincare products in UK
effectively. Existing cosmetic companies are concentrating on needs of buyers thus they provide
different products as per skin tone of a person. Creating memorable business logo is worthwhile
because it helps in creating image in the mind of consumers. Participating in trade shows is
another promotional idea that is used by many skincare products providers. This enhances
interests of people and they buy products of company.
4. Impact of marketing communication on consumer behaviour
According to Šramová, (2015) every successful business depends on consumer
behaviour so skin care product sales is also depended on customer perceptions like if change
customer taste, preferences so consumer behaviours is automatically change. Credibility is one
of the maintaining their public relations its effect if effective communication with their customer
so clients is ready to buy their skin care product in effective manner. As per Holden, (2018) if
skincare goods are sells in according to customer demand and company providing quality of
products so user also attracted and purchased their skin products.
According to Rábová, (2015) digital communications is also effected the people
behaviours means through digital services consumer full fill their needs, they easily
communicate with skincare organisation. Developing new websites and using online techniques
it also effected the consumer behaviours. . Now days consumer is the king of the market so many
3
promotional techniques, a new firm can enter into UK skincare market and can attract mass
people towards brand.
Miremadi, Samsami and Qamsari, (2017) argued that Statistical records of 2016 show that
beauty and cosmetic market of United Kingdom has generated revenue of $60 Billion. UK
people use social networking sites; they get to know about various offers and new brand through
these sites. Promoting skincare products in UK is quite challenging because of high competition
but there are opportunities for new brand. Contacting with distributors can support is effective
promotional strategy for promoting skincare products in UK. Local distributors have good
knowledge about needs of consumers and their preferences.
According to Todorova, (2015) People of UK buy most items online because they found
it cheap and it saves their time. Skin care products can be promoted by taking support of e-
commerce website. Most of the companies give information about their products and services on
its websites and upload quality images. This helps in promoting skincare products in UK
effectively. Existing cosmetic companies are concentrating on needs of buyers thus they provide
different products as per skin tone of a person. Creating memorable business logo is worthwhile
because it helps in creating image in the mind of consumers. Participating in trade shows is
another promotional idea that is used by many skincare products providers. This enhances
interests of people and they buy products of company.
4. Impact of marketing communication on consumer behaviour
According to Šramová, (2015) every successful business depends on consumer
behaviour so skin care product sales is also depended on customer perceptions like if change
customer taste, preferences so consumer behaviours is automatically change. Credibility is one
of the maintaining their public relations its effect if effective communication with their customer
so clients is ready to buy their skin care product in effective manner. As per Holden, (2018) if
skincare goods are sells in according to customer demand and company providing quality of
products so user also attracted and purchased their skin products.
According to Rábová, (2015) digital communications is also effected the people
behaviours means through digital services consumer full fill their needs, they easily
communicate with skincare organisation. Developing new websites and using online techniques
it also effected the consumer behaviours. . Now days consumer is the king of the market so many
3
business owner they change their marketing trending, they using new ideas to sell their products
and they try to sell their products as per the clients demand.
According to Mráček and Mucha, (2015) The effect of consumer behaviours if product quality is
better so people are more attracted and they easily buy their skincare goods. Skin care product
department is also responsible to provide quality of services in UK market and they people use
new techniques for increasing their sales of the product. As per the view Petrosyan and
Dimitriadis, (2016) Communication is very important for selling skin care items, it is also
essential for using new method for promoting the business of skincare.
5. Improvement in communication techniques
As per the view of Šramová, (2015) the main objective of applying marketing techniques
is to create value for consumers and enhance profits for a business unit. Most of the companies
are communicating message to buyers in order to make them positive sand aware towards brand.
GAP model is considered as essential model that helps in finding out gap between consumer-
company relationships. This describes that there is knowledge gap between management
perception and expectation of clients. Sometimes management assume needs and wants of target
audience. Though, they conduct market research but fail to gather in-depth detail about their
expectation which arise gap.
Illustration 1: Knowledge Gap
(Source: Mind the Gap: Understanding the Gap
Between Customer Expectation and Customer
Perception, 2017)
Policy gap is another gap that is identified in interaction between consumer and company.
Due to lack of clarity about service standards, consumers do not take much interest in buying
4
and they try to sell their products as per the clients demand.
According to Mráček and Mucha, (2015) The effect of consumer behaviours if product quality is
better so people are more attracted and they easily buy their skincare goods. Skin care product
department is also responsible to provide quality of services in UK market and they people use
new techniques for increasing their sales of the product. As per the view Petrosyan and
Dimitriadis, (2016) Communication is very important for selling skin care items, it is also
essential for using new method for promoting the business of skincare.
5. Improvement in communication techniques
As per the view of Šramová, (2015) the main objective of applying marketing techniques
is to create value for consumers and enhance profits for a business unit. Most of the companies
are communicating message to buyers in order to make them positive sand aware towards brand.
GAP model is considered as essential model that helps in finding out gap between consumer-
company relationships. This describes that there is knowledge gap between management
perception and expectation of clients. Sometimes management assume needs and wants of target
audience. Though, they conduct market research but fail to gather in-depth detail about their
expectation which arise gap.
Illustration 1: Knowledge Gap
(Source: Mind the Gap: Understanding the Gap
Between Customer Expectation and Customer
Perception, 2017)
Policy gap is another gap that is identified in interaction between consumer and company.
Due to lack of clarity about service standards, consumers do not take much interest in buying
4
skin care products of other brands (Todorova, 2015). This gap is between perception of managers
and service quality specification.
Gap between service delivery and external communication can also create issue. It is
essential for entity to understand basic requirement of consumers and accordingly offer them
products and services. Some time lack of knowledge of employees creates confusion because
sales persons fail to communicate right information to buyers. In such condition, consumers do
not feel satisfied and move towards other brands. This communication gap decreases sales
volume of entity to a great extent and make the person negative towards the brand. If a company
can overcome this issue then it would be beneficial to improve performance of business and
sustainenace in market for longer duration.
Illustration 2: Five GAP model
(Source: Mind the Gap: Understanding the Gap Between Customer Expectation
and Customer Perception, 2017)
KAGENDO, (2015) argued that there are various methods through which communication
techniques can be improved further. These tools will be beneficial in minimizing gap and
improving communication between customer and company. This can support in promoting
skincare products in UK effectively. Multiple customer touch points are significant technique to
minimize communication gap. Entities have to prepare online testimonial, live chatting system
5
and service quality specification.
Gap between service delivery and external communication can also create issue. It is
essential for entity to understand basic requirement of consumers and accordingly offer them
products and services. Some time lack of knowledge of employees creates confusion because
sales persons fail to communicate right information to buyers. In such condition, consumers do
not feel satisfied and move towards other brands. This communication gap decreases sales
volume of entity to a great extent and make the person negative towards the brand. If a company
can overcome this issue then it would be beneficial to improve performance of business and
sustainenace in market for longer duration.
Illustration 2: Five GAP model
(Source: Mind the Gap: Understanding the Gap Between Customer Expectation
and Customer Perception, 2017)
KAGENDO, (2015) argued that there are various methods through which communication
techniques can be improved further. These tools will be beneficial in minimizing gap and
improving communication between customer and company. This can support in promoting
skincare products in UK effectively. Multiple customer touch points are significant technique to
minimize communication gap. Entities have to prepare online testimonial, live chatting system
5
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with buyers, consumer service support system etc. These touch points can help in identifying
needs of consumers and make them understand with actual service standards of company.
Holden, (2018) stated that social media monitoring is a great method to improve communication
techniques. Proper monitoring aids in findings review of people and making necessary changes
in marketing communication tactics so that gap can be minimized. If people are satisfied with
products and they are giving positive reviews then entity is required to strengthen their strategy
but if it is in opposite direction then they make changes in their strategies. If company gives
quick response to their issues then it would be beneficial in improving communication between
customers and organization.
6. Skincare products currently being promoted in UK
There are many countries which promote skin care products in UK. France is a country
which imports 41 billion Euros in UK. Beauty cosmetic industry is performing well in market.
Statistical record of 2017 shows that US have exported many skincare products in this year that
has worth of US $48.6 billion in UK. From 2016 to 2017 export of US of skin care products have
been increased by 14.9%. Asian countries are in second position after US. They have exported
33% skin care products in UK. France exports 17.7% skincare products which have worth of
$8.6 Billion in UK (Beauty Cosmetics and Skincare Exports by Country, 2018).
L'Oreal is a French firm that promotes its brand in UK by implementing effective
marketing communication strategies. Estee Lauder is also an American company that promotes
skincare products in United Kingdom. L'Oreal and Estee Lauder products are high in demand in
UK and that is why both these firms are able to generate high revenues (Mind the Gap:
Understanding the Gap Between Customer Expectation and Customer Perception, 2017).
Coty, Inc. is another beauty products promoter from US. It promotes its brand in UK in
an effective manner and gives tough competition to other cosmetic companies. Thus, France, US
and Asia are major countries from where skincare products get promoted in United Kingdom.
7. Availability of promoting Korean or Asian skincare products in UK
There is availability of promoting Korean skincare products in United Kingdom. Skincare
products of South Korea are very popular across the world. These Korean products are able to
satisfy needs of consumers that is why demand of these products is increasing in UK. Mintel
research explains that South Korea is in top 10 positions in global beauty market industry.
6
needs of consumers and make them understand with actual service standards of company.
Holden, (2018) stated that social media monitoring is a great method to improve communication
techniques. Proper monitoring aids in findings review of people and making necessary changes
in marketing communication tactics so that gap can be minimized. If people are satisfied with
products and they are giving positive reviews then entity is required to strengthen their strategy
but if it is in opposite direction then they make changes in their strategies. If company gives
quick response to their issues then it would be beneficial in improving communication between
customers and organization.
6. Skincare products currently being promoted in UK
There are many countries which promote skin care products in UK. France is a country
which imports 41 billion Euros in UK. Beauty cosmetic industry is performing well in market.
Statistical record of 2017 shows that US have exported many skincare products in this year that
has worth of US $48.6 billion in UK. From 2016 to 2017 export of US of skin care products have
been increased by 14.9%. Asian countries are in second position after US. They have exported
33% skin care products in UK. France exports 17.7% skincare products which have worth of
$8.6 Billion in UK (Beauty Cosmetics and Skincare Exports by Country, 2018).
L'Oreal is a French firm that promotes its brand in UK by implementing effective
marketing communication strategies. Estee Lauder is also an American company that promotes
skincare products in United Kingdom. L'Oreal and Estee Lauder products are high in demand in
UK and that is why both these firms are able to generate high revenues (Mind the Gap:
Understanding the Gap Between Customer Expectation and Customer Perception, 2017).
Coty, Inc. is another beauty products promoter from US. It promotes its brand in UK in
an effective manner and gives tough competition to other cosmetic companies. Thus, France, US
and Asia are major countries from where skincare products get promoted in United Kingdom.
7. Availability of promoting Korean or Asian skincare products in UK
There is availability of promoting Korean skincare products in United Kingdom. Skincare
products of South Korea are very popular across the world. These Korean products are able to
satisfy needs of consumers that is why demand of these products is increasing in UK. Mintel
research explains that South Korea is in top 10 positions in global beauty market industry.
6
In the year 2017 it had generated US$ 13 billion revenues in country (7 Places To Buy
Korean Beauty In The UK, 2016). Facial skincare products generate high profit that is 51% of
entire sales. Mintel global new product database (GNPD) shows that South Korea makes
innovation in its skincare products and promotes such innovative products in many countries in
effective manner.
Facial skincare products of Korea have been designed as per needs of consumers. In the
year 2016, Korean beauty brands became more abundant in UK market. There are many people
those who like to buy Korean skincare products (Šramová, 2015). These firms promote their
products and services in United Kingdom effectively. There promotional strategies have gathered
attention of mass audience and has supported in improving revenues of these companies. Asian
skin care brands have less availability of promoting products. There are limited numbers of
skincare products that are being promoted in UK recently (10 best Korean beauty products,
2017).
8. Research done in promoting Korean skincare products in UK
Cosmetic industry of Korea is performing well. Over a period of time Korea has become
the global player in order to provide skin care products. Korean cosmetic industry exports skin
care products in more than 129 countries. There are many researches done on promotional
activities of Korean skin care products in UK (Camilleri, 2018). This sector always makes
effective strategies through which it can promote its products across the world. It takes support
of demographic segmentation and targets consumers on the bases of their age and income. It
offers wide range of products and services. Cosmetic industry of Korea offers wide range of
products and services to consumers that can fulfil requirement of clients.
Some previous studies have shown that branding, direct marketing, public relationship;
sales promotions are various promotional techniques that are used by entity in order to enhance
sales volume of business unit (Camilleri, 2017). There are many Korean companies which are
performing well and are able to satisfy needs of consumers. Korean skin care products are being
promoted in UK market by implementing public relationship promotional strategies. With the
assistance of this strategy companies become able to develop healthy relationship with
consumers and it has helped in identifying their needs. By this way industry has started providing
them goods and services as per their requirements. This has developed confidence of people
towards Korean skin care products (Marketing korean cosmetics in italy: a feasibility
7
Korean Beauty In The UK, 2016). Facial skincare products generate high profit that is 51% of
entire sales. Mintel global new product database (GNPD) shows that South Korea makes
innovation in its skincare products and promotes such innovative products in many countries in
effective manner.
Facial skincare products of Korea have been designed as per needs of consumers. In the
year 2016, Korean beauty brands became more abundant in UK market. There are many people
those who like to buy Korean skincare products (Šramová, 2015). These firms promote their
products and services in United Kingdom effectively. There promotional strategies have gathered
attention of mass audience and has supported in improving revenues of these companies. Asian
skin care brands have less availability of promoting products. There are limited numbers of
skincare products that are being promoted in UK recently (10 best Korean beauty products,
2017).
8. Research done in promoting Korean skincare products in UK
Cosmetic industry of Korea is performing well. Over a period of time Korea has become
the global player in order to provide skin care products. Korean cosmetic industry exports skin
care products in more than 129 countries. There are many researches done on promotional
activities of Korean skin care products in UK (Camilleri, 2018). This sector always makes
effective strategies through which it can promote its products across the world. It takes support
of demographic segmentation and targets consumers on the bases of their age and income. It
offers wide range of products and services. Cosmetic industry of Korea offers wide range of
products and services to consumers that can fulfil requirement of clients.
Some previous studies have shown that branding, direct marketing, public relationship;
sales promotions are various promotional techniques that are used by entity in order to enhance
sales volume of business unit (Camilleri, 2017). There are many Korean companies which are
performing well and are able to satisfy needs of consumers. Korean skin care products are being
promoted in UK market by implementing public relationship promotional strategies. With the
assistance of this strategy companies become able to develop healthy relationship with
consumers and it has helped in identifying their needs. By this way industry has started providing
them goods and services as per their requirements. This has developed confidence of people
towards Korean skin care products (Marketing korean cosmetics in italy: a feasibility
7
study of market entry, 2015).
There are many researches have been conducted on promotional strategies implemented
by Korean cosmetic industry. Companies are taking support of advertisement method, they
promotes brand through TV or print medium. This has supported in increasing sales of this sector
and making it successful in cosmetic industry of UK. Over a period of time popularity of Korean
skin care products has been enhanced in UK. It is because companies are making communication
with consumers through social networking sites. This is another promotional strategy that is used
by Korean skin care products (Miremadi, Samsami and Qamsari, 2017). This can support in
making healthy relationship with UK population and making them aware with benefits of
products and services of Korean skin care products.
9. Marketing communications techniques done to promote Korean skincare products in UK
Marketing communication plays significant role in business unit. This helps in making
people aware and enhancing brand image of the firm. Korean cosmetic companies are taking
support of various communication techniques such as advertisement, public relation in order to
attract people towards the brand. Advertisement is most common communication strategy. This
is used to convey message of the firm to mass audience (Royo-Vela and Hünermund, 2016).
Korean cosmetic companies are taking support of TV, newspaper media platform for promoting
their skin care products in UK. These companies are using effective and attractive images so that
it can impact in the mind of consumers.
Personal selling is another marketing communication method that is used by Korean
cosmetic industry in order to promote their skin care products in UK market. Companies have
hired many sales persons those who provide door to door services to consumers. Entities send
emails, sales letters to consumers (Hausmann and Weuster, 2018). This supports in making them
aware with new products and services of the company. Public relationship is another effective
marketing communication technique in which enterprises try to communicate message to
consumers. This worthy information gain attention of people. Korean skin care companies
consider social media campaigns in order to develop relationship with UK population. They
coordinate with them through social networking sites (Marketing korean cosmetics in italy: a
feasibility study of market entry, 2015).
Sales promotion is one of the effective marketing communication techniques that is used
by Korean cosmetic companies in order to promote their products and services. Promotion is
8
There are many researches have been conducted on promotional strategies implemented
by Korean cosmetic industry. Companies are taking support of advertisement method, they
promotes brand through TV or print medium. This has supported in increasing sales of this sector
and making it successful in cosmetic industry of UK. Over a period of time popularity of Korean
skin care products has been enhanced in UK. It is because companies are making communication
with consumers through social networking sites. This is another promotional strategy that is used
by Korean skin care products (Miremadi, Samsami and Qamsari, 2017). This can support in
making healthy relationship with UK population and making them aware with benefits of
products and services of Korean skin care products.
9. Marketing communications techniques done to promote Korean skincare products in UK
Marketing communication plays significant role in business unit. This helps in making
people aware and enhancing brand image of the firm. Korean cosmetic companies are taking
support of various communication techniques such as advertisement, public relation in order to
attract people towards the brand. Advertisement is most common communication strategy. This
is used to convey message of the firm to mass audience (Royo-Vela and Hünermund, 2016).
Korean cosmetic companies are taking support of TV, newspaper media platform for promoting
their skin care products in UK. These companies are using effective and attractive images so that
it can impact in the mind of consumers.
Personal selling is another marketing communication method that is used by Korean
cosmetic industry in order to promote their skin care products in UK market. Companies have
hired many sales persons those who provide door to door services to consumers. Entities send
emails, sales letters to consumers (Hausmann and Weuster, 2018). This supports in making them
aware with new products and services of the company. Public relationship is another effective
marketing communication technique in which enterprises try to communicate message to
consumers. This worthy information gain attention of people. Korean skin care companies
consider social media campaigns in order to develop relationship with UK population. They
coordinate with them through social networking sites (Marketing korean cosmetics in italy: a
feasibility study of market entry, 2015).
Sales promotion is one of the effective marketing communication techniques that is used
by Korean cosmetic companies in order to promote their products and services. Promotion is
8
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considered as temporary activity that is implemented by business units in order to enhance their
sales revenues. Korean companies offers attracting discounts, buy-one-get one free coupons to
consumers. This helps in gaining attention of mass public and they take interest in buying
products of the entities (Camilleri, 2018). All these marketing communication techniques are
helpful in enhancing sales of entity and promoting it in UK market in effective manner.
10. Difference between communication techniques used in UK and Asia
Communication can be defined as process of exchanging information to others. UK is the
country where companies take support of internet communication methods. They coordinate with
consumers through social networking sites and other websites. Population of UK give immediate
response on these social sites. This helps in attracting people towards the brand and convey
message of the firm to mass audience in UK (Camilleri, 2017). People of United Kingdom like to
buy skin care products. For identifying needs of client entities take support of feedback system.
This is most effective communication method. In this people give their valuable comments about
their needs and how effective are products and services of companies. This develops two way
communications between consumers and entities. By this way enterprise become able to provide
consumers goods and services as per their requirement. This enhances trust of them and they
become loyal customers of the entities (Miremadi, Samsami and Qamsari, 2017).
Employers of United Kingdom always try to retain its skilled employees in the business
for longer duration. For those companies takes support of two way communication methods.
They apply email system to coordinate with staff members. By this way if person has any issue
then they can raise their problems and
Asia is another country where cosmetic companies are communicating with their
consumers through observations. Cosmetic companies are observing market conditions and
accordingly they coordinate with their consumers (Royo-Vela and Hünermund, 2016). This helps
in coordinating well with consumers. Companies take support of direct communication methods.
They interact with clients directly. Employers conduct open meeting with their staff members.
This supports in identifying their needs and communicating the vision of the entity effectively.
This type of face to face communication is helpful in managing people well. By this way
employees perform well and they interact with the consumers in efficient manner (Hausmann
and Weuster, 2018 ).
9
sales revenues. Korean companies offers attracting discounts, buy-one-get one free coupons to
consumers. This helps in gaining attention of mass public and they take interest in buying
products of the entities (Camilleri, 2018). All these marketing communication techniques are
helpful in enhancing sales of entity and promoting it in UK market in effective manner.
10. Difference between communication techniques used in UK and Asia
Communication can be defined as process of exchanging information to others. UK is the
country where companies take support of internet communication methods. They coordinate with
consumers through social networking sites and other websites. Population of UK give immediate
response on these social sites. This helps in attracting people towards the brand and convey
message of the firm to mass audience in UK (Camilleri, 2017). People of United Kingdom like to
buy skin care products. For identifying needs of client entities take support of feedback system.
This is most effective communication method. In this people give their valuable comments about
their needs and how effective are products and services of companies. This develops two way
communications between consumers and entities. By this way enterprise become able to provide
consumers goods and services as per their requirement. This enhances trust of them and they
become loyal customers of the entities (Miremadi, Samsami and Qamsari, 2017).
Employers of United Kingdom always try to retain its skilled employees in the business
for longer duration. For those companies takes support of two way communication methods.
They apply email system to coordinate with staff members. By this way if person has any issue
then they can raise their problems and
Asia is another country where cosmetic companies are communicating with their
consumers through observations. Cosmetic companies are observing market conditions and
accordingly they coordinate with their consumers (Royo-Vela and Hünermund, 2016). This helps
in coordinating well with consumers. Companies take support of direct communication methods.
They interact with clients directly. Employers conduct open meeting with their staff members.
This supports in identifying their needs and communicating the vision of the entity effectively.
This type of face to face communication is helpful in managing people well. By this way
employees perform well and they interact with the consumers in efficient manner (Hausmann
and Weuster, 2018 ).
9
11. Difference in consumer behaviour
Behaviour of consumer plays significant role in business unit. It helps in understanding
their needs and providing them goods and services as per their requirements. If people are
positive towards the brand then they will buy products and services to great extent. On other
hand if behaviour of customer is not positive then they will not prefer to purchase goods of the
entity. In such condition people will move towards other brand. This can impact negative on
overall profit of business unit to great extent (Marketing korean cosmetics in Italy: a feasibility
study of market entry, 2015).
There are various factors that impact on overall behaviour of customers such as age,
income, education, life style etc. People of UK like to spend money in high quality products and
services. If cosmetic companies are offering them amazing quality goods then they will take
interest in buying products. Otherwise they can move towards other brand. Population of UK has
adequate income sources (Marketing communications techniques – an overview, 2018). They can
spend high amount for getting satisfactory items. Thus, they are very possessive towards brand
and quality of goods and services. On other hand Asian population concentrate more on price.
They look at the rates of particular products and accordingly they make their purchase decision.
If company offers them good products at affordable rate then they will prefer to buy such items.
In such manner behaviour of customers of UK and Asia are far differed from each other. There
are more than 11 million consumers those who live in UK like to shop from online platform.
They found it easy well of buying items because they get attractive discounts in online shopping.
On other hand people of Asia do not believe much on online shopping because they think that
there are high chances of occurring fraud (Camilleri, 2018). They prefer buying goods from retail
stores because they can do bargaining from retailers. But still there are many people in Asia
those who are educated and have good knowledge about online shopping. They purchase goods
from online platform. Thus, there is huge difference between behaviour of consumers of Asia
and UK both.
12. Reason of lack of knowledge for Korean skincare products in UK
Korean cosmetic products have implemented various innovative ideas in order to raise
overall quality of skin care products. Though, it takes support of various communication
techniques in order to coordinate well with consumers of UK but still people of United Kingdom
have poor knowledge about skin care products of Korea. The main reason of it that
10
Behaviour of consumer plays significant role in business unit. It helps in understanding
their needs and providing them goods and services as per their requirements. If people are
positive towards the brand then they will buy products and services to great extent. On other
hand if behaviour of customer is not positive then they will not prefer to purchase goods of the
entity. In such condition people will move towards other brand. This can impact negative on
overall profit of business unit to great extent (Marketing korean cosmetics in Italy: a feasibility
study of market entry, 2015).
There are various factors that impact on overall behaviour of customers such as age,
income, education, life style etc. People of UK like to spend money in high quality products and
services. If cosmetic companies are offering them amazing quality goods then they will take
interest in buying products. Otherwise they can move towards other brand. Population of UK has
adequate income sources (Marketing communications techniques – an overview, 2018). They can
spend high amount for getting satisfactory items. Thus, they are very possessive towards brand
and quality of goods and services. On other hand Asian population concentrate more on price.
They look at the rates of particular products and accordingly they make their purchase decision.
If company offers them good products at affordable rate then they will prefer to buy such items.
In such manner behaviour of customers of UK and Asia are far differed from each other. There
are more than 11 million consumers those who live in UK like to shop from online platform.
They found it easy well of buying items because they get attractive discounts in online shopping.
On other hand people of Asia do not believe much on online shopping because they think that
there are high chances of occurring fraud (Camilleri, 2018). They prefer buying goods from retail
stores because they can do bargaining from retailers. But still there are many people in Asia
those who are educated and have good knowledge about online shopping. They purchase goods
from online platform. Thus, there is huge difference between behaviour of consumers of Asia
and UK both.
12. Reason of lack of knowledge for Korean skincare products in UK
Korean cosmetic products have implemented various innovative ideas in order to raise
overall quality of skin care products. Though, it takes support of various communication
techniques in order to coordinate well with consumers of UK but still people of United Kingdom
have poor knowledge about skin care products of Korea. The main reason of it that
10
communication message of Korean companies is not effectively. These firms do not look upon
cultural aspect on UK people (Miremadi, Samsami and Qamsari, 2017). In such condition they
get failed to make them positive towards the brand. Korean cosmetic companies have hired
employees from Korea that is why they are unable to interact with UK population well. In such
condition they fail to coordinate about benefits of skin care products of Korean cosmetic
companies to them in efficient manner. Due to cultural different this communication gap arises
which create problem for entities to run their business in UK in effective manner (Hamelin,
Gbadamosi and Peters, 2017).
Furthermore, there are many established cosmetic companies those which are performing
well in the market. People of UK are loyal towards these firms and these firms offer them goods
and services as per their requirement. L’Oreal is most popular firm that has gained trust of mass
audience in UK. People are very loyal towards this brand thus, they do not prefer to buy any
other new products which whom they are unaware. That is why they have poor knowledge about
Korean skin care products and services (Royo-Vela and Hünermund, 2016). Apart from this
some of the Korean products recently been ban to protest against THAAD missile system. This
has created some negative image in the mind of UK people thus; they do not take much interest
in such skin care products. That is the reason that population have not much knowledge about its
products and services.
13. Awareness among UK consumers about Korean skincare products
UK people have little knowledge about Korean skin care products. Though Korean
cosmetic companies are exporting skin care products to UK but due to high competition people
are not really aware with its products and services. Population of UK have adequate income
sources and they like to spend more in high quality products (Hausmann and Weuster, 2018).
They prefer to purchase such products with whom they are satisfied. There are many firms those
which are offering amazing skin care products to the consumers. That is why UK people are not
much aware with Korean beauty products.
Korean cosmetic companies are taking support of social media marketing, advertisement,
public relationship methods. All these techniques are effective in order to make people aware
with Korean products and services. Some people of UK are well aware with Korean skin care
products. They have good knowledge about quality of these skin care products. Thus, they buy
such items from cosmetic companies (Marketing korean cosmetics in Italy: a feasibility study of
11
cultural aspect on UK people (Miremadi, Samsami and Qamsari, 2017). In such condition they
get failed to make them positive towards the brand. Korean cosmetic companies have hired
employees from Korea that is why they are unable to interact with UK population well. In such
condition they fail to coordinate about benefits of skin care products of Korean cosmetic
companies to them in efficient manner. Due to cultural different this communication gap arises
which create problem for entities to run their business in UK in effective manner (Hamelin,
Gbadamosi and Peters, 2017).
Furthermore, there are many established cosmetic companies those which are performing
well in the market. People of UK are loyal towards these firms and these firms offer them goods
and services as per their requirement. L’Oreal is most popular firm that has gained trust of mass
audience in UK. People are very loyal towards this brand thus, they do not prefer to buy any
other new products which whom they are unaware. That is why they have poor knowledge about
Korean skin care products and services (Royo-Vela and Hünermund, 2016). Apart from this
some of the Korean products recently been ban to protest against THAAD missile system. This
has created some negative image in the mind of UK people thus; they do not take much interest
in such skin care products. That is the reason that population have not much knowledge about its
products and services.
13. Awareness among UK consumers about Korean skincare products
UK people have little knowledge about Korean skin care products. Though Korean
cosmetic companies are exporting skin care products to UK but due to high competition people
are not really aware with its products and services. Population of UK have adequate income
sources and they like to spend more in high quality products (Hausmann and Weuster, 2018).
They prefer to purchase such products with whom they are satisfied. There are many firms those
which are offering amazing skin care products to the consumers. That is why UK people are not
much aware with Korean beauty products.
Korean cosmetic companies are taking support of social media marketing, advertisement,
public relationship methods. All these techniques are effective in order to make people aware
with Korean products and services. Some people of UK are well aware with Korean skin care
products. They have good knowledge about quality of these skin care products. Thus, they buy
such items from cosmetic companies (Marketing korean cosmetics in Italy: a feasibility study of
11
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market entry, 2015). People of UK not easily trust on new brand, they always prefer to purchase
products from which they are known. Sales revenues of Korean skin care products in United
Kingdom are low. That reflects that consumers have not much knowledge about these cosmetic
products.
14. Missed elements in marketing communication techniques
As per the view of Camilleri, (2018) there are some aspects that are missed in marketing
communication techniques of Korean skin care products providers. Korean cosmetic companies
do not pay much attention on understanding cultural aspect of UK population. These firms takes
support of direct marketing techniques in which it gives opportunities to the consumers to
respond on adds of company. But as entities have not concentrated on cultural aspect thus, these
advertisements have failed to gain attention of mass people. This is considered as one of major
missed element that impacts on overall success of Korean cosmetic companies in UK market.
Though these entities are offering attractive discounts to consumers but until they understand
benefits of these products they cannot make their mind to buy such items.
Miremadi, Samsami and Qamsari, (2017) argued that most of UK people prefer to check
about company before they make purchase. Consumers buy products through online platform but
if they do not get sufficient information on its website then it might create negative impression in
the mind of clients. This is the missing element in marketing communication technique of
Korean cosmetic firms. These enterprises are promoting their brand effectively but still they have
not developed their sites properly. That is why population of United Kingdom is unable to gain
detail regarding ingredients of skin care products; they cannot compare existing products with its
products. That is the missing element that has affected performance of Korean cosmetic
companies in UK market. According to Hausmann and Weuster, (2018) lack of clear
communication in integrated marketing communication is another missing elements. It is
potential barrier in communication technique of Korean cosmetic industry. Companies are
unable to convey their message properly with target audience. In such condition people do not
take much interest in its product and services.
15. Research has not been done yet
Previous studies have been conducted on marketing communicating techniques of Korean
cosmetic companies. But still no researches have been done on social and ethical issues related to
marketing of Korean companies. These firms are promoting their skin care products in UK. They
12
products from which they are known. Sales revenues of Korean skin care products in United
Kingdom are low. That reflects that consumers have not much knowledge about these cosmetic
products.
14. Missed elements in marketing communication techniques
As per the view of Camilleri, (2018) there are some aspects that are missed in marketing
communication techniques of Korean skin care products providers. Korean cosmetic companies
do not pay much attention on understanding cultural aspect of UK population. These firms takes
support of direct marketing techniques in which it gives opportunities to the consumers to
respond on adds of company. But as entities have not concentrated on cultural aspect thus, these
advertisements have failed to gain attention of mass people. This is considered as one of major
missed element that impacts on overall success of Korean cosmetic companies in UK market.
Though these entities are offering attractive discounts to consumers but until they understand
benefits of these products they cannot make their mind to buy such items.
Miremadi, Samsami and Qamsari, (2017) argued that most of UK people prefer to check
about company before they make purchase. Consumers buy products through online platform but
if they do not get sufficient information on its website then it might create negative impression in
the mind of clients. This is the missing element in marketing communication technique of
Korean cosmetic firms. These enterprises are promoting their brand effectively but still they have
not developed their sites properly. That is why population of United Kingdom is unable to gain
detail regarding ingredients of skin care products; they cannot compare existing products with its
products. That is the missing element that has affected performance of Korean cosmetic
companies in UK market. According to Hausmann and Weuster, (2018) lack of clear
communication in integrated marketing communication is another missing elements. It is
potential barrier in communication technique of Korean cosmetic industry. Companies are
unable to convey their message properly with target audience. In such condition people do not
take much interest in its product and services.
15. Research has not been done yet
Previous studies have been conducted on marketing communicating techniques of Korean
cosmetic companies. But still no researches have been done on social and ethical issues related to
marketing of Korean companies. These firms are promoting their skin care products in UK. They
12
are facing many ethical and social barriers. There are poor investigation have been conducted on
these aspects. Furthermore, some researches have been done on important of marketing
communication but there are lack of evidence is present in difference between consumer
behaviour of UK and Korean countries (Royo-Vela and Hünermund, 2016). Behaviour of
customer plays significant role in business unit, before entering into new location it is essential
for companies that to gather information about cultural aspect and other elements. This can
support in understanding difference in consumer behaviour of two regions.
Apart from this, no scholar has carried out research on potential opportunities for Korean
skin care providers to be developed in UK market. There are many studies have been conducted
on how Korean cosmetic companies are entering into other nations. But potential opportunities
for these enterprises in United Kingdom have not been revealed in these papers (Miremadi,
Samsami and Qamsari, 2017). If researchers identify cultural aspects of population, preference
and test of people, then it would be beneficial in establishing their brand in UK significantly and
generating more sales.
Ki and Shin, (2015) study has discussed that English organizations are more active
communicator whereas Korean companies pay more attention on power distance vales. Korean
companies discuss more about their organizational process rather than meeting with needs of
consumers. On other hand Kuang-Jung and et.al, (2015) Study discuses that it is essential to
identify perception of consumers for making effective marketing plan in order to promote brand
in UK. This research has paid attention on integrating marketing and collaborative marketing
techniques. No study has emphasised on difference between consumer behaviour of UK and
Korean countries. Furthermore no research has discussed about potential opportunities for
Korean skin care providers to be developed in UK market.
16. Objective of review/ outcome
The objective of conducting entire research is to analysis marketing communication
techniques that are being used in order to promote skin care products in UK. Aim of the research
is to find out various marketing communication techniques that can be suitable for promoting
Korean products in the UK market. It is found that Korean cosmetic industry is performing well.
It is continuously making innovation in order to develop its product and services. This helps
entities in providing satisfactory goods and services (Marketing korean cosmetics in italy: a
feasibility study of market entry, 2015). Marketing communication techniques that are being used
13
these aspects. Furthermore, some researches have been done on important of marketing
communication but there are lack of evidence is present in difference between consumer
behaviour of UK and Korean countries (Royo-Vela and Hünermund, 2016). Behaviour of
customer plays significant role in business unit, before entering into new location it is essential
for companies that to gather information about cultural aspect and other elements. This can
support in understanding difference in consumer behaviour of two regions.
Apart from this, no scholar has carried out research on potential opportunities for Korean
skin care providers to be developed in UK market. There are many studies have been conducted
on how Korean cosmetic companies are entering into other nations. But potential opportunities
for these enterprises in United Kingdom have not been revealed in these papers (Miremadi,
Samsami and Qamsari, 2017). If researchers identify cultural aspects of population, preference
and test of people, then it would be beneficial in establishing their brand in UK significantly and
generating more sales.
Ki and Shin, (2015) study has discussed that English organizations are more active
communicator whereas Korean companies pay more attention on power distance vales. Korean
companies discuss more about their organizational process rather than meeting with needs of
consumers. On other hand Kuang-Jung and et.al, (2015) Study discuses that it is essential to
identify perception of consumers for making effective marketing plan in order to promote brand
in UK. This research has paid attention on integrating marketing and collaborative marketing
techniques. No study has emphasised on difference between consumer behaviour of UK and
Korean countries. Furthermore no research has discussed about potential opportunities for
Korean skin care providers to be developed in UK market.
16. Objective of review/ outcome
The objective of conducting entire research is to analysis marketing communication
techniques that are being used in order to promote skin care products in UK. Aim of the research
is to find out various marketing communication techniques that can be suitable for promoting
Korean products in the UK market. It is found that Korean cosmetic industry is performing well.
It is continuously making innovation in order to develop its product and services. This helps
entities in providing satisfactory goods and services (Marketing korean cosmetics in italy: a
feasibility study of market entry, 2015). Marketing communication techniques that are being used
13
by these entities are having some loop falls. These Korean companies are unable to pay attention
on social and ethical aspects. That is the main reason due to which sales of Korean skin care
products are very low in United Kingdom.
From the literature review it is found that many researchers have carried out their
investigation on effectiveness of various marketing communication techniques. Korean skin care
providers have to conduct market research and have to gather in-depth information about needs
of UK people (Marketing communications techniques – an overview, 2018). It is found that
people of UK use social networking sites and they like to shop through online platform. If these
Korean cosmetic companies develop their websites and provide necessary information online,
then it might be better for them in gaining attention of UK population. By this way they will be
able to promote their product and services to consumers in effective manner.
17. How non-English products find it difficult to penetrate the UK market
Non English products have to face difficulty to penetrate the UK market. One of the major
reasons is that cultural difference. Cultural of UK people is different from Non English
countries; this creates difference in consumer buying behaviour. In such condition it becomes
difficult for entities to identify actual needs of UK people thus, they find it problematic to
penetrate in UK market. Furthermore, changes in economic conditions and is another issue due
to which non English products find it difficult. UK is developed nation and population like to
buy branded products. Thus ,if company of non English nation that has average economic
position come to this location then it would get failed to meet with expectation of consumers.
UK is the country where many leading cosmetic firms are working thus, it is difficult for non
English products to come into this market and get established because people have trust on
existing brand and they do not prefer to buy any new cosmetic items.
CONCLUSION
From the above report it can be concluded that marketing communication plays significant
role in business unit. It is essential for entities that to take support of effective communication
techniques. They have to clearly convey their message to target audience. This can support in
establishing their brand in the new country in efficient manner. Cosmetic industry of UK is
generating high revenues and people like to buy skin care products from the firm which has
strong brand image. In such condition companies have to conduct market research and
14
on social and ethical aspects. That is the main reason due to which sales of Korean skin care
products are very low in United Kingdom.
From the literature review it is found that many researchers have carried out their
investigation on effectiveness of various marketing communication techniques. Korean skin care
providers have to conduct market research and have to gather in-depth information about needs
of UK people (Marketing communications techniques – an overview, 2018). It is found that
people of UK use social networking sites and they like to shop through online platform. If these
Korean cosmetic companies develop their websites and provide necessary information online,
then it might be better for them in gaining attention of UK population. By this way they will be
able to promote their product and services to consumers in effective manner.
17. How non-English products find it difficult to penetrate the UK market
Non English products have to face difficulty to penetrate the UK market. One of the major
reasons is that cultural difference. Cultural of UK people is different from Non English
countries; this creates difference in consumer buying behaviour. In such condition it becomes
difficult for entities to identify actual needs of UK people thus, they find it problematic to
penetrate in UK market. Furthermore, changes in economic conditions and is another issue due
to which non English products find it difficult. UK is developed nation and population like to
buy branded products. Thus ,if company of non English nation that has average economic
position come to this location then it would get failed to meet with expectation of consumers.
UK is the country where many leading cosmetic firms are working thus, it is difficult for non
English products to come into this market and get established because people have trust on
existing brand and they do not prefer to buy any new cosmetic items.
CONCLUSION
From the above report it can be concluded that marketing communication plays significant
role in business unit. It is essential for entities that to take support of effective communication
techniques. They have to clearly convey their message to target audience. This can support in
establishing their brand in the new country in efficient manner. Cosmetic industry of UK is
generating high revenues and people like to buy skin care products from the firm which has
strong brand image. In such condition companies have to conduct market research and
14
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communicate with consumers in effectual manner. This is the way that can support in reaching to
target audience and making them ready to purchase products of new brand.
15
target audience and making them ready to purchase products of new brand.
15
REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Camilleri, M .A., 2017. Unlocking Corporate Social Responsibility Through Integrated
Marketing Communication. In Corporate Sustainability, Social Responsibility and
Environmental Management (pp. 41-59). Springer, Cham.
Camilleri, M. A., 2017. Unlocking Corporate Social Responsibility Through Integrated
Marketing Communication. In Corporate Sustainability, Social Responsibility and
Environmental Management (pp. 41-59). Springer, Cham.
Camilleri, M. A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Do, Q., 2018. Negative Electronic Word-of-Mouth in Corporate Social Responsibility Online
Communication: A Case Study of a Cosmetics Company.
Hamelin, N., Gbadamosi, A. and Peters, L. M., 2017. MARKETING COMMUNICATIONS
AND THE YOUNG CONSUMER. Young Consumer Behaviour: A Research
Companion. pp.121.
Hausmann, A. and Weuster, L., 2018. Possible marketing tools for heritage tourism: the potential
of implementing information and communication technology. Journal of Heritage
Tourism. 13(3). pp.273-284.
Holden, P., 2018. Marketing Communications in the Pharmaceutical Industry. CRC Press.
KAGENDO, R., 2015. INFLUENCE OF ELECTRONIC MARKETING ON CUSTOMER
RETENTION AT SAFARICOM LIMITED (Doctoral dissertation, SCHOOL OF
BUSINESS, UNIVERSITY OF NAIROBI).
Ki, E. J. and Shin, S., 2015. Organization sustainability communication (OSC): Similarities and
differences of OSC messages in the United States and South Korea. Computers in Human
Behavior. 48. pp.36-43.
Kuang-Jung, C. and et.al., 2015. integrated marketing communication, collaborative marketing,
and global brand building in TAIWAN. International Journal of Organizational
Innovation. 7(4).
16
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Camilleri, M .A., 2017. Unlocking Corporate Social Responsibility Through Integrated
Marketing Communication. In Corporate Sustainability, Social Responsibility and
Environmental Management (pp. 41-59). Springer, Cham.
Camilleri, M. A., 2017. Unlocking Corporate Social Responsibility Through Integrated
Marketing Communication. In Corporate Sustainability, Social Responsibility and
Environmental Management (pp. 41-59). Springer, Cham.
Camilleri, M. A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Do, Q., 2018. Negative Electronic Word-of-Mouth in Corporate Social Responsibility Online
Communication: A Case Study of a Cosmetics Company.
Hamelin, N., Gbadamosi, A. and Peters, L. M., 2017. MARKETING COMMUNICATIONS
AND THE YOUNG CONSUMER. Young Consumer Behaviour: A Research
Companion. pp.121.
Hausmann, A. and Weuster, L., 2018. Possible marketing tools for heritage tourism: the potential
of implementing information and communication technology. Journal of Heritage
Tourism. 13(3). pp.273-284.
Holden, P., 2018. Marketing Communications in the Pharmaceutical Industry. CRC Press.
KAGENDO, R., 2015. INFLUENCE OF ELECTRONIC MARKETING ON CUSTOMER
RETENTION AT SAFARICOM LIMITED (Doctoral dissertation, SCHOOL OF
BUSINESS, UNIVERSITY OF NAIROBI).
Ki, E. J. and Shin, S., 2015. Organization sustainability communication (OSC): Similarities and
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17
Marketing Communication on Iranian Consumer Buying Behavior for Imported Branded
Cars: Datis Khodro. International Business Research. 10(12). pp.148.
Miremadi, A., Samsami, M. and Qamsari, A. E., 2017. The Study of Influential Integrated
Marketing Communication on Iranian Consumer Buying Behavior for Imported Branded
Cars: Datis Khodro. International Business Research. 10(12). pp.148.
Mráček, P. and Mucha, M., 2015. The Use of Knowledge Management in Marketing
Communication of Small and Medium-Sized Companies. Procedia-Social and Behavioral
Sciences. 175. pp.185-192.
Petrosyan, A. and Dimitriadis, N., 2016, September. How marketing communications
professionals understand and use traditional and contemporary persuasion methods?: a
qualitative study in Armenia and Greece. In 9th Annual Conference of the EuroMed
Academy of Business.
Rábová, T. K., 2015. Marketing communication of SMEs specialized in cosmetic industry in
magazines for women. Procedia-Social and Behavioral Sciences. 175. pp.48-57.
Royo-Vela, M. and Hünermund, U., 2016. Effects of inbound marketing communications on
HEIs’ brand equity: the mediating role of the student’s decision-making process. An
exploratory research. Journal of Marketing for Higher Education. 26(2). pp.143-167.
Šramová, B., 2015. Marketing and media communications targeted to children as consumers.
Procedia-Social and Behavioral Sciences. 191. pp.1522-1527.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences. 13(1). pp.368-
374.
Online
10 best Korean beauty products. 2017. [Online]. Available through
<https://www.independent.co.uk/extras/indybest/fashion-beauty/make-up/best-korean-
beauty-make-up-bb-creams-brands-uk-sheet-mask-a7932436.html>
7 Places To Buy Korean Beauty In The UK. 2016. [Online]. Available through
<https://www.prettynotincluded.com/blog/7-places-buy-korean-beauty-uk>
Beauty Cosmetics and Skincare Exports by Country. 2018. [Online]. Available through
<http://www.worldstopexports.com/beauty-cosmetics-and-skincare-exports-by-country/>
17
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Marketing communications techniques – an overview. 2018. [Online]. Available through <
https://lciweb.com/marketing-communications-techniques-htm.htm>
Marketing korean cosmetics in italy: a feasibility
Mind the Gap: Understanding the Gap Between Customer Expectation and Customer
Perception. 2017. [Online]. Available through
<https://www.tti-global-research.co.uk/customer-expectation-customer-perception-gap-
analysis-pzb>
Study of market entry. 2015. [Online]. Available through <
http://www.cek.ef.uni-lj.si/magister/cok2017-B.pdf>
18
https://lciweb.com/marketing-communications-techniques-htm.htm>
Marketing korean cosmetics in italy: a feasibility
Mind the Gap: Understanding the Gap Between Customer Expectation and Customer
Perception. 2017. [Online]. Available through
<https://www.tti-global-research.co.uk/customer-expectation-customer-perception-gap-
analysis-pzb>
Study of market entry. 2015. [Online]. Available through <
http://www.cek.ef.uni-lj.si/magister/cok2017-B.pdf>
18
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