Marketing Communication of SMEs Specialized in Cosmetic Industry in Magazines for Women
Procedia - Social and Behavioral Sciences
This article concentrates on marketing presentation of small and medium enterprises (SMEs); particularly in cosmetics industry (namely companies like Dermacol, Gabriella Salvete, Coty Česká republika, s. r. o.). The analysis is performed on 3 Czech mutations of worldwide magazines for women: Marianne, Elle, Cosmopolitan whose 2013 issues represent our research samples. The communication strategies are analyzed from two perspectives: firstly, we look at how these companies build their brand
... ld their brand identities in the selected media, i.e. how these companies communicate with their target groups through these media samples and secondly, how (if anyhow) their strategy differs from those of their direct competitors. Another aspect of the analysis, we further concentrate on, is whether the choice of media influences the brand positioning on the market or not; whether there are differences in communication strategies depending on the chosen magazine; what verbal and nonverbal means are used taken into account company´s overall communication strategy and the overall presentation of cosmetics segment in women´s magazines in general. This study is methodologically based on a quantitative and qualitative content analysis of the selected media performed in SPSS which provides us with sufficient depth of research data showing interesting information about SMEs communication.