Developing Promotional Mix Strategies of Nala Beauty

Abstract

Nala Beauty, a prominent brand in the beauty and skincare industry, aims to address low inbound sales through a targeted promotional mix strategy, developed using a mixed-method research approach. This approach identified key areas for improvement, leading to nine strategic recommendations: leveraging Instagram ads, partnering with Key Opinion Leaders (KOLs) and influencers, aligning content with trends, offering sales promotions, using direct messaging tools, implementing quick reply templates, introducing a membership card, utilizing skilled interns for content creation, and planning content through Facebook Creator Studio. These strategies require a dedicated budget and enhanced team skills in business acumen, project management, and communication. The research not only offers actionable insights for Nala Beauty but also contributes to the broader marketing practices in the beauty industry.

Keywords: Nala Beauty, promotional mix, sales, customer engagement, inbound sales, advertisement, sales promotions, public relations