• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Developing Content Marketing Strategy for Cosmetic Online Store Startup

Student: Svetlana Kurosh

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Final Grade: 8

Year of Graduation: 2020

Russian online retail is growing fast. One of its fastest-growing segments is the beauty and personal care online market. As clients are moving to the Internet, it is important for companies to learn how to communicate with the audience in the online environment. Past research and experience of international companies demonstrate the importance of content marketing strategies for building trust, generating leads, and cultivating customer loyalty in an online environment. However, a huge part of Russian online beauty retailers still do not have a documented content marketing strategy. This master's thesis aimed to gather and systemize earlier content marketing studies and develop a relevant content marketing strategy for a Russian online cosmetic startup Beauty Vibes. The master's thesis consists of introduction, three chapters, eleven sub-chapters, conclusion, reference list and twelve annexes. The first chapter describes the theoretical aspects of content marketing and content marketing strategies. The second chapter provides the Russian beauty and personal care market analysis, as well as the main trends in content marketing in online beauty retail. The third chapter describes the research methodology and results. The study used qualitative and quantitative research methods, as well as content analysis. Structured interviews were conducted with 5 companies' representatives and 15 target audience representatives. A questionnaire for quantitative research was distributed among 284 target audience representatives. Data were analyzed with SPSS 21. The analysis allowed to divide the startup's audience into two segments and find out their most important characteristics and interests. In the study, the hypotheses considering what motivates the audience to subscribe to online cosmetic stores pages in social networks were also tested. Based on the data received, a content marketing strategy, including purpose and goals, target audience and personas descriptions, content maps, content plan, process description, KPIs and core metrics, was developed. This study contains different content marketing development theories and approaches, as well as Russian online beauty retail analysis. It could serve as a manual for the following content marketing strategies studies and may be implemented in the Russian online beauty market.

Full text (added May 24, 2020)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses