Bazarova Aysenem Merdanovna
Research on marketing strategies of international brands:Can the BTS effect on the international corporations sales be repeated
ID number: J202171
Abstract: Results of research of marketing strategies of international corporations for sales increase while having Korean boy group BTS as their ambassadors are presented. Brand ambassadors are key elements of brand awareness and reputation. The properly organized advertisement campaign and utilization of marketing power of ambassadors is the key element for sales increase. In this paper the development of the boy group, the advantages and disadvantages of the groups effect on sales of international companies and the possibility to repeat the positive effect of boy group on sales was analyzed. Results can be used by international companies while developing marketing and sales strategies
Key-words: BTS; ARMY; fan base; endorsement; social media management (SMM), BTS effect; partnership; ambassador, sales boost.Marketing strategies are mostly aimed to increase sales. In a modern world, it is a quite complicated task even for huge international corporations to build up proper advertising campaigns to boost sales. In order to do so companies engage into partnerships with influencers (famous people with big audience of followers on social media) to have their products promoted and brand strengthened. The influencers who promote the product of a specific brand are called ambassadors.However, the partnership does not always guarantee the sales increase or increase of brand awareness. The audience targeted through the ambassador may not always respond or even respond negatively if the marketing campaign was not properly managed.One of the most powerful ambassadors of today are South Korean band called BTS. The ambassador partnership they engage the products they promote (both intentionally and unintentionally) get transcendental popularity and demand form different target audience all over the world
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