I would like to take this opportunity to express my deepest gratitude to all those involved in my success through the Master's Degree from the College of Management, Mahidol University. KEY SUCCESS FACTORS OF ONLINE MARKETING: CASE STUDY IN ORIENTAL PRINCESS "REFLECTION: IF CORPSES CAN KILL". Finally, this thematic paper will mainly discuss about "Attractiveness, brand reputation and persuasive abilities" as the three key success factors influencing the intention to buy according to the Oriental Princess: "If Looks Can Kill" online campaign.
Due to changes in ad spending in Thailand recently, new media ad spending has seen higher growth over the years. According to the Media Agency of Thailand (MAAT), total ad spending estimated by medium from 2012 to 2014 shows a trend that ad spending on traditional media such as TV and newspapers has been stable, while digital ad spending have grown. Thus, this study focuses on the key success factors of an online campaign that achieves a certain level of success.
In addition, the study discovers how effective online campaign can influence consumers to buy products and how much this new type of media can provide valuable returns compared to the television channel. Nevertheless, it increased its brand awareness by 22% and boosted the company's sales by 40%, according to a statement issued by Mr. What are the key success factors of the Oriental Princess digital campaign: "If Looks Can Kill".
Natural Product Co., Ltd, a subsidiary of SSUP Group, was established as a beauty care business unit of the "Oriental Princess" brand.
Oriental Princess: company and the “If Looks Can Kill” online campaign background
Benefits
LITERATURE REVIEW
Marketing research
These targets were considered as possible target segmentation for many brands due to their high purchasing power and reachable through the characteristics of online elements. Moreover, these targets are also the main customers of the Oriental Princess cosmetic line. They were university students and the first workers to appreciate good looks and started wearing make-up.
Due to mass product positioning in the market, they could afford the Oriental Princess products. Therefore, the research results stemmed from the assumption of "Women don't say what they really feel/think" (Fayossy, 2014). The research showed that the twenty-five women actually had more competence and self-confidence than they expressed.
They were engaged in life planning in many aspects such as education, career, finance and family. In addition, the survey found that "beauty" was the most important issue compared to wealth and education. Beauty was believed to boost their self-esteem and create better opportunities.
From the insights, the marketing team chose women's belief towards the importance of beauty and aims to create the new limited cosmetics collection; the Reflection collection. For example, Maybelline "the great lash" is a mascara in the blackest black with condition after thickening, no clumps and no globules, OP tried to differentiate by creating a unique product with a sales point and creative marketing communications.
Marketing communication
The Internet has become an excellent channel for companies with relatively small financial inputs to convey their messages to reach maximum potential targets. Marketing communication is defined in the paper as "the process of communication in marketing, the purpose of which is to create a favorable preference for a brand, product, service or person" (Denis & Boris, 2014). It is also a process in terms of choosing the tools and channels to deliver information about products, ideas and brands to potential audiences (Burnett & Moriarty, 1998).
In this article, it will discover marketing communication in two aspects which are marketing communication "tool" and marketing "channels" to identify effective selection to succeed. Marketing communication tools are diverse, but the most frequently mentioned are advertising, word of mouth, public relations, sponsorship, packaging and sales promotions, etc. (Semenik, 2002) (Pickton & Broderick, 2005). The Oriental Princess brand uses miniseries as its main communication tool to represent its brand association.
A creative advertisement is the most effective marketing communication tool as it is more memorable, longer lasting and works with less media spend. While marketing communication channel is something that can send messages from the source to the audience such as television, radio, print media, internet and social media etc. (Pickton & Broderick, 2005). Due to the change in customer behavior today, consumers are being influenced by media, social and internet channels.
Internet users in Thailand as of July 1, 2014 reported an increase of 8% compared to 2013 according to Internet Live Stat (Internet Live Stats, 2015). In addition, the research study about Thai consumer behavior in online consumption by the Electronic Transactions Development Agency (Public Organization) (EDTA) showed a significant increase in Internet access year-on-year. The most popular device used to access the Internet was the smartphone equal to 77% (Digital Advertising Association (Thailand), 2014).
This data indicates significant increases in internet access and consumers tend to spend time on the online platform much more than in the past.
The percentage of devices used to access Internet per day among Thai users in 2014
Framework
Regarding the information shown in this literature review, it is important to adapt consumer insight and translate it into creative communication to engage the target audience to the brand by using selective media channel for product introduction mechanics. Based on a study of factors influencing the purchase of cosmetics in Thailand (Chaovalit, 2014), these variables hypothesize intention to purchase that influence successful sales performance of the campaign.
METHODOLOGY
Research Setting & Data Collection
Participants
RESEARCH FINDINGS
The three sequences of the digital campaign “If Looks Can Kill”
- Preparation
- Show Time
- Successful result of the campaign
The brand realizes that women at these ages value good physical appearance because they believe it offers them better opportunities in life. Secondly, to check whether the communication messages are strong enough to arouse the consumer's purchase intention. In this phase they are asked about an idea, concept of the campaign and the intention to purchase the product.
The next presentation takes another 30 seconds to show a 'get the look' tutorial before checking the intent to buy once more. It is worth spending advertising budget for the brand to create awareness in this type of media. Unlike the three respondents who did not intend to buy yet, they had not used OP cosmetics before.
However, there was one interviewee who had no plans to buy even though she had tried OP cosmetics. The research finding shows that tutorial and brand engagement, which are considered persuasive tools, can create the intention to purchase. After showing the "Get the Look" tutorial for approximately 30 seconds, the intent to buy increased from 3 to 5.
Another important key to marketing communication, in addition to creative communication, the presentation should be easy to understand and meet their needs and intent to buy. Referring to the interview, there were three respondents who did not show the intention to buy the products because they did not understand the message. But they changed their minds after hearing others' opinions on what the brand wanted to communicate to target audiences.
It has been shown that the mode of communication is necessary to create the customer's intention to buy. Applying this information to the brand strategy can influence the target to create the intention to purchase. This was because they wanted to find their interest and skills first, so they were quite open to any given opportunity.
This evidence appeared in the collection of interviews from two employees when they were asked about the intention to purchase the products; they said they didn't think this colorful collection of cosmetics would suit their style. From the strategy and marketing plan that the brand had made, it turned out that the buyers understood what the sellers wanted to communicate.
CONCLUSION
Recommendation
A brand must ensure that it has a deep understanding of consumer needs and focuses on insights. Using consumer insights to develop products to meet their needs and crafting creative communication to provide the right touch point that properly influences the customer's value, belief and self-esteem. A marketing communication strategy requires a marketer to differentiate themselves from their competitors in order to create awareness and interest among consumers.
The most important thing, however, is that the brand must be clear in its message delivered to the target, so that they can understand what the brand wants to point out. The brand should see this change as an opportunity to build relationships with its customers to sustain its business in this highly competitive environment.
Limitations
Further research
APPENDICES
Appendix A: Participant Profile
