Comparison of marketing strategy for balm aromatherapy in the cosmetic industry

This study utilizes an applied research approach to help the founders of a balm cosmetic company to decide on managing their venture. Therefore, the purpose of this study is to compare the marketing strategy employed by the company that sells balm aromatherapy within the cosmetics industry. One of the main issues that affect the cosmetic industry and marketing strategy is the market shrinking. The number of competing cosmetic industries is, therefore, significant. Since there are significant differences among cosmetics, competitors may choose to market various goods. In that regard, the 4 Ps can be applied to the development of new products, evaluation of current products, and efforts to increase sales of the existing products. 4 Ps is one of the essential marketing strategies to solve the problem. This study used the 4 Ps marketing strategy as a research framework. A qualitative research approach used to achieve the purpose of this study. The data source is balm aromatherapy companies’ digital platform. This study used a purposive sample technique for the selection of sample and content analysis for data analysis technique. The findings from the document analysis based on 22 aromatherapy balm-based companies reveal how aromatherapy balm-based products are connected to the marketing mix. The data were extracted and analyzed according to the objective of the study. This study has discovered that comparing balm-based aromatherapy companies' marketing approach is successful. This study suggests that future research recommends a focus on the qualitative and quantitative validation of the use of marketing strategy in the cosmetic industry.