Role of Marketing Communication in the Promotion of Cosmetics

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TABLE OF CONTENTS

CHAPTER 01: INTRODUCTION1

1.1. Background of the Research1

1.3. Aims of the Research2

1.4. Research Question2

1.5. Significance of the Research3

1.6. Layout of the Dissertation3

CHAPTER 02: LITERATURE REVIEW4

2.1. Introduction4

2.2. Consumer Behaviour4

2.3. Marketing Communication5

2.4. PR Practice6

2.5. Consumer Behaviour in the Cosmetic Industry6

CHAPTER 03: RESEARCH METHODOLOGY8

3.1. Introduction8

3.2. Research Method8

3.3. Overview of the Quantitative Research Method8

3.5. Participants9

3.6. Ethical Considerations9

3.7. Reliability10

3.8. Validity10

3.9. Confidentiality11

3.10. Data Analysis11

3.11. Conclusion11

REFERENCES12

CHAPTER 01: INTRODUCTION

1.1. Background of the Research

Cosmetics are the products that women require to use in order to look beautiful. A large number of consumers who purchase cosmetics in the world are women. Consumers require opinions of other people to make rationale decisions for which shoe brands they should purchase to which cosmetics they should buy. The behavior of one customer may be different towards the purchase of a fashion brand than towards an item that is for daily usage. Consumer behavior is the initiation point of any marketing process. It is the needs of the consumers that make an organization to develop products that would satisfy and meet the demands of the consumers. This research study is an attempt to study the role that marketing communications play in the cosmetics industry in Dubai, UAE. This research study furthermore, studies the behavior of costumers in the cosmetics industry in Dubai.

1.2. Cosmetics Industry in Dubai

The manufacturing industry of cosmetics is dominated by a few corporations that are dominated by corporations that initiated to operate in the twentieth century. The sales and distribution of cosmetics are spread between wide varieties of businesses. The cosmetics industry in Dubai has observed a steady growth with the increasing demand. There has been a phenomenal growth of 12 per cent since the past 3 years in the personal care and cosmetic sector in the Gulf countries. The cosmetics that are sold in Dubai are all halal and are products that are according to Islamic Shariah. A few of the top cosmetic brands in the fragrance and cosmetics world are targeting more economies that are prosperous in the Gulf countries and United Arab Emirates.

1.3. Aims of the Research

The main aim of the research will be to explore the role that marketing communications play in the promotion of cosmetics:

To explore about the role of marketing communication in the promotion of cosmetics.

To explore the importance of IMC in the promotion of new cosmetics products.

To explore the role of PR (Public relations) and advertising in the promotion of cosmetics products in Dubai

To explore the effect of marketing communication in cosmetic industry in Dubai.

To explore the effective marketing communication strategies that is used in cosmetic industry in Dubai.

1.4. Research Question

The research will be based on following research questions:

What is the importance of integrated marketing communication in the promotion of new cosmetic products?

The aim of this research question is to gain knowledge regarding the role that integrated marketing communication plays in the promotion of new cosmetic products.

What are the most effective strategies that are used in promoting cosmetics in Dubai?

The aim of the above mentioned ...