Strategija komuniciranja z generacijo Z preko socialnih omrežij za Bio-inštitut Asya Grafy

diplomsko delo

Nina Kolar (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V diplomskem delu smo s pomočjo spletne ankete raziskali uporabo socialnih omrežij, nakupne navade generacije Z in zanimanje za kozmetične izdelke ter jo pomensko definirali z namenom oblikovanja enomesečne strategije komuniciranja na podlagi konkretnega primera in sicer za kozmetično podjetje Bio-inštitut Asya Grafy. Povod za analizo, ki je predstavljena v nadaljevanju, so opažanja povsem drugačnega načina uporabe socialnih omrežij ter nakupnih navad digitalizirane generacije Z v primerjavi s prejšnjimi generacijami in želja po oblikovanju strategije marketinškega komuniciranja, ki bi bila zanje relevantna. Podjetje Bio-inštitut Asya Grafy želi svojo marketinško komunikacijo usmeriti prav na generacijo Z, zato smo v tej nalogi definirali in analizirali njene značilnosti kot ciljno občinstvo komunikacije, raziskali obstoječe konkurente in njihove marketinške pristope na socialnih omrežjih, nakupne navade in mnenje ter interes za nakup kozmetičnih izdelkov generacije Z, določili konkretne cilje, oblikovali osnovno sporočilo, konkretizirali splet marketinškega komuniciranja z vplivneži in brez in določili načine spremljanja njegovih učinkov. Oblikovali smo finančno strukturo strategije ter na koncu še tematski načrt objav. Cilj diplomskega dela je tako oblikovanje uporabne in relevantne marketinške strategije komuniciranja, s ciljnim občinstvom generacije Z preko socialnih omrežij za Bio-inštitut Asye Grafy.

Keywords

marketinško komuniciranje;socialna omrežja;generacija Z;odjemalci;tržne raziskave;kozmetika;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	N. Kolar
UDC:	659.3
COBISS:	84319491
Views:	274
Downloads:	87
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Social network communication strategy for generation Z for Asya Grafy Bio-institute
Secondary abstract:	With the help of an online survey, we researched the use of social networks, generation Z shopping habits and interest in cosmetic products and defined it in terms of creating a one-month communication strategy based on a concrete case for the cosmetic company Bio-institut Asya Grafy. The reason for the analysis presented below are the observations of a completely different way of social networks use and shopping habits amongst the digitalized generation Z compared to previous generations and the desire to create a marketing communication strategy that would be relevant to them. The company Bio-institute Asya Grafy wants to aim its marketing communication to the generation Z. Therefore, in this thesis we defined and analyzed its characteristics as a target audience of communication, researched existing competitors and their marketing approaches on social networks, researched shopping habits, opinions and generation Z's interests in buying cosmetics, set concrete goals, formulated a core message of the communication, concretized the web of marketing communication with and without influencers, and determined ways to monitor its effects. We designed the financial structure of the strategy, the thematic plan of the posts, and at the end we also added an example of graphics for posting on the social network Instagram. The aim of the thesis is to create a useful and relevant marketing communication strategy, with the target audience of Generation Z through social networks for the Bio-Institute Asye Grafy.
Secondary keywords:	generation Z;Gen Z;marketing communication strategy;social media;cosmetics;consumer research;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	48 str.
ID:	13278361