Changes In Marketing Strategies Research Articles

The Future of Marketing Analytics: Trends and Emerging Technologies

The study gives a summary of marketing analytics, its importance in modern companies, and the changing environment influenced by technological progress. It stresses the need to keep abreast of trends and approaches to improve organisational results. The literature review explores important elements of marketing analytics such as artificial intelligence, machine learning, predictive analytics, personalization, consumer segmentation, and the growing significance of augmented reality and virtual reality. It delves into how these technologies and approaches are changing marketing strategies. The discussion section analyses the consequences of new trends and technology in marketing analytics. The text delves into the impact of AI, machine learning, omni-channel analytics, predictive analytics, real-time analytics, voice and visual search, content personalisation, and ethical issues on the evolution of marketing tactics. The conclusion emphasises the importance of marketing analytics in comprehending client behaviour and fostering corporate growth. It stresses the need to keep abreast of developing trends and technology to be competitive in the changing marketing environment. This study provides future suggestions derived from the examination of present trends in marketing analytics. The recommendation includes adopting new technologies, customizing consumer interactions, using predictive analytics, investing in talent development, balancing data privacy with personalization, utilizing social media, and tracking ROI.

Research on the Marketing Strategy of LVMH in the Chinese Market under the Background of New Media

Chinas new media has developed rapidly in recent years, and society has entered the era of new media. At the same time, Chinas economic level is developing rapidly, and peoples living standards are also greatly improved. The demand for luxury goods is greatly increased. The huge population makes China become the largest consumer of luxury goods. In this context, various luxury brands have different marketing strategies for the China market. As one of the worlds largest luxury goods companies, LVMH is bound to change its marketing strategy for China market. In addition to an overview of the topics and trends covered in the relevant literature, this paper mainly discusses the impact of new media on the luxury industry and how the luxury industry should change in the new media environment. For some academics and marketing managers of luxury brands, this paper can provide some theoretical basis and is of great reference for changing marketing strategies.

A recycling story: Developing recycling behavior in Turkey with social marketing program

The present study focuses on improving recycling behavior in Turkey with a social marketing program. It is centered on behavior change and social marketing strategies that can address recycling behavior. The social marketing program developed herein outlines segmentation, targeting, product, price, place, and promotional strategies recommended based on theoretical elements across disciplines. This research is the first to develop a social marketing program for recycling behavior in a developing country at the household level. Furthermore, it is the first study in which behavioral change was ensured through marketing strategies. This article provides a framework that can be employed in developing social marketing programs. In this study, qualitative data collection tools and quantitative measurement data were used based on the action research design. Although there are studies in the literature that argue that women and those with undergraduate/graduate education show more recycling behavior than others, the results of the participant‐level research in Turkey showed that there was no significant difference in recycling behavior based on the demographic characteristics of the participants. On the other hand, it has been found that the awareness levels of the people have changed in correspondence with the implementation‐oriented efforts of the municipalities on recycling. However, there is a lack of recycling behavior due to the lack of necessary infrastructure and information in all regions in Turkey. One of the most important results obtained in this social marketing program study was that regional and cultural differences had a role in shaping the recycling behavior. This requires different strategies in implementing the program in different provinces, based on the culture and availability of recycling infrastructure. This article provides an example of a social marketing program to improve recycling behavior. It hopes to inspire significantly more work in this area to make behavior change for the better.

An Analysis of Starbucks Marketing Strategy and Innovation in the Chinese Market

As the number of Starbucks shops in China continues to increase, Starbucks focus on creating high-end products has neglected some of the basic needs of the consuming public. With negative press, the emergence of more and more peer competitors, and the impact of the new crown pneumonia epidemic, Starbucks should change its current status quo, improve its reputation, make corporate innovations, and change marketing strategies. This paper will analyze Starbucks current internal and external environments as well as its marketing strategy using a combination of theory and practice, using SWOT analysis theory and a comparison with competitors such as Luckin Coffee and %Arabica Coffee to elaborate, and give some feasible suggestions for corporate innovation. Through SWOT analysis, Starbucks should adopt a coffee + strategy to bundle sales, increase the variety of coffee derivatives, expand partner brands, and take advantage of the Internet to create a Netflix brand to drive traffic.

MARKETING STRATEGIES OF DABUR AMIDST SHIFT IN CONSUMER BEHAVIOR TOWARDS AYURVEDIC PRODUCTS DURING COVID-19

Covid 19 pandemic has crucially affected the economy, health and other spheres of life. This unprecedented pandemic has severely affected consumer attitudes, behaviorism, and purchasing habits.The rapid shifts in consumer behavior patterns have major implications on consumer goods industries. Now, most of the purchases are centered on basic needs specially health and nutrition for general well-being. In present situation, consumers are fascinated towards health and immunity boosters. Personal health and hygiene has become a top priority of the people.People are changing their buying preferences based on global circumstances, the product categories being purchased are also changing. The market is also flooded with immunity boosters especially Ayurvedic products, hygiene and sanitizing solutions.. The most important change that this pandemic has brought in the consumer behavior is that they are now moving from reactive to proactive mindsets and because of Ayurveda there will surely a sales boost in those kind of products as consumer focus and priorities shifting towards inner health and immunity. Major players in the Indian market include Dabur India Limited, Himalaya Drug Company Private Limited, Patanjali Ayurved Limited, Shree Baidyanath Ayurved Bhawan Private Limited, Charak Pharma Private Limited, Emami Limited, Vicco laboratories. These key players are building Ayurveda as a brand through their innovative marketing strategies and giving a boost to the Ayurveda sector. Before Covid, the situation goes the same for the companies but this pandemic makes a change in the concept of consumerism. Consumerism is also looking for new aspects as only dumping and increasing consumption of products is not the way for the future. Now consumers are more focused on saving money, saving health and saving for the future.One more new concept is emerging with it is adjusting to a New Normal which means a new way of living and going about our lives, work and interactions with other people. The factors that influence brand decisions are also changing as a "buy local" trend accelerates. Vocal for a local tagline has also created an emphasis on local products rather than wellestablished brands.Digital commerce has also seen a boost as new consumers migrate online for grocery shopping – a rise that is likely to be sustained post-outbreak. This paper focuses on the shift in buying behavior of consumer towards Ayurvedic products and changing marketing strategies of Ayurvedic companies specially Dabur in India in alignment with consumer preferences

Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa

ABSTRACT Background Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective The aim of this research was to describe exposure of pregnant women and mothers of young children in South Africa to marketing of commercial formula products, compared to international recommendations and national legislation. Methods Using mobile phone marketing diaries twenty participants in Cape Town and Johannesburg documented the formula marketing they were exposed to for one week. Ten mothers were interviewed to explore their perceptions towards marketing exposure in more depth. Results Women reported limited infant formula advertising, but an abundance of strategies used to market growing-up formula and powdered drinks for children over 36 months. Strategies included product packaging, in-store displays, online distribution channels and educational material about product ranges. Online strategies were reported, namely social media marketing (sponsored adverts and support groups), websites and mobile phone applications providing infant and young child feeding information and price discounts, print and TV advertisements, and competitions. Products for children over 36 months are cross-promoted with products prohibited to be advertised by national legislation. Conclusions South African women are being exposed to covert marketing of infant, follow-up, and growing-up formula. Explicit marketing of products for children over 36 months of age allows formula companies to provide messages about branding and use of commercial formula products to mothers. National legislation should be updated and effectively implemented to address changing marketing strategies.

Adoption of Islamic microfinance in Indonesia an empirical investigation: an extension of the theory of planned behaviour

The theoretical framework of the Theory of Planned Behaviour (TPB) has been widely used in analysing behavioural intentions to adopt Islamic finance. However, there is still little research investigating the adoption of Islamic microfinance. This study aims to determine the factors influencing behavioural intentions to adopt Islamic microfinance by developing the Theory of Planned Behaviour (TPB). The development is done by adding religiosity and knowledge variables as antecedents of attitude. A random sample of 262 members of Islamic microfinance. Variance-based partial least-squares structural equation modelling (PLS-SEM) was employed for data analysis. The results show that religiosity and have a significant influence on attitudes. Meanwhile, attitudes, subjective norms, and perceived behavioural control also significantly positively affect behavioural intentions to adopt Islamic microfinance. Then subjective norms greatly determine behavioural intentions to adopt Islamic microfinance. The findings of this study are important for Islamic microfinance to change marketing strategies. Islamic microfinance managers must develop a positive attitude through creating awareness and benefits of Islamic microfinance services by involving community leaders, especially religious leaders.

Rethinking of toiletries rigid bottles for recycling improvement

Rethinking of plastic rigid shampoo bottles based on “Design for the Environment” concepts is proposed. Bottles of most consumed shampoo brands with different capacities were selected. Bottle weight/capacity ratio was assessed and compression mechanical properties were evaluated. Oversizing of bottles and high amounts of material used in caps only for aesthetic purposes was proved. The analysis confirmed the need to change marketing strategies based on aesthetic attractiveness by an ecodesign based on functionality and sustainability aspects. The use of single material for the overall bottle is recommended, and it seems that HDPE is more suitable as it is appropriate to make all bottle parts, is recyclable, and has a low price/performance relationship. From a marketing point of view, a proper ecodesign would lead to a paradigm shift from an aesthetic approach to a sustainable one, in line with the environmental awareness of today's consumer.

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

The most up-to-date challenge of modern marketing is the need to incorporate sustainability principles into marketing strategies. Promoting the principles of sustainability requires setting environmental objectives at the enterprise level and devising marketing strategies that meet the environmental requirements and customer preferences. The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary. Although the aim of the research was to correlate selected findings with the preferences of the environmental objectives of different generations, the research that focused on the behavior of different generations of consumers under the sustainability concept revealed some original findings concerning the assessment of ethnocentrism under the sustainability concept.

Luxury fashion retailers' localised marketing strategies in practice – evidence from China

PurposeFrom an international retailing perspective, this empirical study aims to examine luxury fashion retailers' changing marketing strategies in China.Design/methodology/approachUsing case studies of 14 luxury fashion retailers, qualitative data were collected via 31 semi-structured executive interviews.FindingsBoth standardised global and localised multinational marketing strategies were found to have initially been employed by luxury fashion retailers entering into China. Subsequently, localised multinational strategies became increasingly important for their post-entry operations and business development, particularly in terms of their product strategies. More specifically, as well as the introduction of Chinese brand names, product design has been adapted according to Chinese market conditions, and product portfolios have been adapted to satisfy regional differences. However, localised product sourcing in China is far less common.Research limitations/implicationsAs the findings are generated from China, they may not explain luxury fashion retailers' marketing strategies in other markets. Despite the relatively small sample size, the 14 luxury fashion retailer case studies originate from across a wide range of countries, retail formats and ownership structures and are therefore considered to be varied enough to represent the market.Practical implicationsThe study offers practitioners insights into the success that can be generated by the manipulation of marketing strategies, particularly product strategies, within the world's second biggest luxury market.Originality/valueThis paper extends the current international retailing literature by examining and comparing the motives and practices of luxury fashion retailers and the increasing localisation of their marketing strategies in China as they move from initial market entry into their post-entry operations.

In a War with the Virus: Science, People and Politics

The world, attacked by a malicious virus in the last quarter of the year 2019 termed it as SARS-CoV-2 (WHO) and manifestation of the ‘disease’ caused due to this virus was dubbed as COVID-19. Transmitting through respiratory-tract, it has already impacted millions of people, with a high mortality in vulnerable age groups. 
 It is reckoned that the outbreak of COVID-19 pandemic is a major public health concern with equally dire health consequences with critical environmental and economic impacts. Scientific community developed multiple vaccines and repurposed drugs for the COVID-19; however, the vaccination against this pathogen still throws a huge challenge of low uptake across the world. There are two dimensions to COVID-19 vaccination programme, i.e. ensuring equitable access and the positive behaviour change marketing strategies. 
 People acknowledge that this pandemic is primarily a ‘behavioural practices’ issue, including at community levels. The outrage of the ‘infodemic’ (spread of misinformation) is gaining currency especially through social media and digital space.
 The technical area of health communication has assumed a high-level of tilted ‘political communication’ in many countries. It is, therefore, time to witness more of science in politics than politics in science. 
 The article includes a key informant interview with a former WHO expert.

Using Social Marketing to Tackle Compulsive Buying

Background:The present paper focuses on compulsive buying, outlining the need to tackle this phenomenon using a social marketing approach, for the wellbeing of the affected individuals, their families and contacts, and for the health of our society at large.Focus of the Article:This conceptual development article is centered on behavior change and social marketing strategies that can address compulsive buying.Research Questions:How can social marketers help in curbing compulsive buying? What conceptual components and practical guidelines can be used in marketing programs for addressing compulsive shopping?Program Design/Approach:The platform developed herein outlines segmentation, targeting, product, price, place and promotional strategies recommended based on theoretical elements across disciplines.Importance to the Social Marketing Field:To date, compulsive buying has largely been ignored in the social marketing field, despite its relevance and prevalence. This paper provides a framework that can be employed in developing social marketing programs.Method:The proposed platform was created by bridging the literatures on compulsive buying and social marketing, identifying useful theoretical elements (e.g., the potential of the Thranstheoretical model), adapting and customizing these elements to provide actionable insights for intervention programs. The toolkit used for tackling other addictions was taken into account and integrated into the current development.Future Research:This paper offers an initial framework for social marketing efforts aimed at compulsive buying. It hopes to inspire significantly more work in this area to explore the potential of other theories and approaches to foster behavioral change for the better.

Deep learning-based detection and prediction of trending topics from streaming data

Detecting and predicting trending topics from steaming social data has always been the point of active research area in business and research firms to take quick decisions, change marketing strategies and set new goals. Topic modelling is one of the excellent methods to analyse the contents from large collection of documents in an unsupervised manner and it is a popular method used in natural language processing, information retrieval, text processing and many other research domains. In this paper, deep learning-based topic modelling technique has been proposed to detect and predict the trending topics from streaming data. The online version of latent semantic analysis with regularisation constraints has been designed using long short-term memory network. Specifically, a problem of detecting the topics from streaming media is handled as the minimisation of quadratic loss function constrained by l1 and l2 regularisation. The online learning mechanism supports scalable topic modelling. For topic prediction, sequence-to-sequence long short-term memory network has been designed. Experimentally, significant results have been achieved in terms of query retrieval performance and topic relevance metrics for topic detection on our published dataset. For topic prediction, the results obtained in terms of root mean squared error are also significant.

PEMANFAATAN MEDIA SOSIAL SEBAGAI SARANA MEMPERLUAS STRATEGI PEMASARAN PADA UMKM ABON KEPALA SAPI

MSME Shredded Cow Head is one of the MSMEs located in Tosari Hamlet, Kebonagung, Tegalrejo. This MSME has been established since the 1970s and is now in the 2nd generation. In this study, there are several obstacles. The MSME Shredded Head Cows do not understand much about technical knowledge and do not have a strategy to develop an online business. Besides that, the MSMEs also have difficulty carrying out these business bookkeeping reports. The method used in this study is the ABCD method by collecting data in interviews. This study aims to change marketing strategies through social media and marketplaces so that MSME actors can expand their marketing reach.

A Study on VMD Design Characteristics of Health & Beauty Store in Korea

Recent rapid economic growth has brought diverse consumption patterns in modern lifestyles. Such changes in the consumption pattern have also had a significant influence on sales and distribution. As one-stop shopping, which offers products and services that meet diverse consumer needs in the same space is growing, health & beauty stores have developed into a special space where services and culture are customized according to the consumer’s lifestyle. In these health & beauty stores, visual merchandising (VMD) is crucial because of frequently changing marketing strategies and high merchandise turnover. Therefore, it is essential to promote VMD design strategies according to the health & beauty store’s brand. This study performed a theoretical review on domestic health & beauty stores and VMD and investigated VMD design components in three health & beauty stores. After dividing the VMD design components into spatial configuration, display configuration, and visual presentation configuration, the characteristics of the VMD designs were comparatively analyzed. Consequently, this study is meaningful in that it helps develop a plan which utilizes the characteristics of VMD design for health & beauty stores by clearly delivering the brand identity through VMD design characteristics thereby providing differentiated strategies and values for each brand.

Functional Examination of the Evolution of Universities' use of Hyper-Connected and Internet Marketing Strategies

As the year 2020 emerges, many universities are facing declining student enrollments. Six private liberal arts colleges in New England in the United States have announced they will close their doors. Savvy techniques are needed to stop the decline of enrollments and reach new students. Institutions of higher learning are investigating and using effective marketing strategies to propel recruitment and maintain established enrollment number goals. Changing marketing strategies to include the use of media organizations is driven by the Internet to include social media and artificial intelligence. Robust advertising enrollment techniques to attract potential learners is game-changing. This article explores the 2020 function of Internet practices for branding and marketing purposes at colleges and universities.

The Effects on Consumer Behavior of Hotel Related Comments on the TripAdvisor Website: An Istanbul Case

In parallel with the major developments witnessed in information technologies, social media, supported by its broad area of usage, is gaining significance in every field, with the tourism sector being no exception in this regard. The transfer of changing marketing strategies via digital channels into social media has transformed the way customers interact with the tourism sector, having now the ability to access the comments of other consumers via social media, and adjusting their preferences accordingly. In this study, the impact of the content analysis on the star rating given to hotels is examined with a “Panel Data Analysis” of all the hotels in Istanbul that have received a maximum of 25 reviews on the TripAdvisor website, with a total of 12,000 comments assessed. It was found that the location of the hotel, the access to transport facilities, the food and beverage concept, the quality of staff/service, and the cleanliness of the facilities all affected the star ratings given to hotels; while the architectural structure and the recommendations of other guests had a lesser effect. It was further noted that entertainment-animation programs had little effect on guest preferences.

Attachment, Bushfire Preparedness, Planning, and Response among Animal Guardians: A South Australian Case Study.

Background: Animal ownership has been identified as a risk factor for human survivability of natural disasters. Animal guardians have been reported to react or act in ways that may put their own safety and that of emergency services personnel at risk when faced with a natural disaster. Recent research has suggested that this risk factor could be reconfigured as a protective factor, whereby desires to save animals from natural disaster harm could motivate increased planning and preparedness behaviours amongst animal guardians. However, there has been no research to determine if bushfire planning and response behaviours differ between pet owners with low and high attachment; and how the relationship may differ in relation to small or large animals. Methods and procedure: We investigated the relationship between people’s emotional attachment to different types of pets and their preparation and actions during the Pinery bushfire in South Australia in November 2015. Thirty-four people who were impacted by the fire participated in an online survey. Data were collected about their preparedness, planning and response behaviours as well as their animal attachment (high or low). Results: We identified 10 characteristics (behaviours, attributes, skills and beliefs) associated with high animal attachment scores, and eight associated with low animal attachment scores. Discussion: Our discussion of the differences in demographics, preparedness, planning and response characteristics of participants with high and low animal attachment confirms research suggesting that animal guardians take risks to save their animals during disasters. Our findings also support recent propositions that animal attachment and ownership could be used to increase the natural disaster preparedness and survivability of animal guardians. However, making sure that animal attachment functions as a protective factor requires active and effective intervention through education, behaviour change and social marketing strategies. Whilst our study is high in ecological validity, future research with larger samples sizes is required to determine the generalisability of our findings to animal owners and guardians in other locations, facing fires with other characteristics, especially for owners and guardians with low levels of attachment.

Dynamic capabilities in retailers' marketing strategies: Defining an analysis model

The dynamic capabilities assume a basilar role in companies considering the change management and marketing strategies. The aim of this work is to define an original model of identification of dynamic capabilities in retailers' marketing strategies, with a focus on food sector in Italian market. The research has double origin: the Italian context of markets and large scale retail trade characterized both by complexity and the lacks in literature about these themes - dynamic capabilities in retail industry - highlighted by international literature. The Teece model has been adapted to the dynamic capabilities in retail industry - identifying specific meaning in clusters, microfoundations, and indicators - and the model has been tested involving 3 Italian retailers, with the aim to identify the differences in emerging results.

Is the Economic Crisis Changing Marketing Strategies? Evidence from the Food Industry

ABSTRACTIn the context of a severe economic crisis, the objective of this research is to examine to what extent the economic crisis and austerity's measures have generated new marketing strategies in food companies. We develop a comparative analysis though multivariate analysis of variance, consisting of 10 food product categories across eight European countries, distinguishing between countries that needed financial support—the so-called rescued countries—and the countries with better economic development. Our findings show an increasingly trend toward increasing product prices and price per quantity in the rescued countries, along with an increase in the package content. Our findings suggest that food companies have been raising prices through the recession, as consumers continue to pare their spending and demand.