Implementation Of Marketing Strategies Research Articles

Local Goods Market of Nagaland: A Synoptic View

Rural markets for local goods are progressively growing, with the Government and many local food advocates promoting the need and importance of local food and products. Consumers preference towards local products took a drastic twist, evidently more so aftermath of the recent Covid-19 pandemic and its subsequent lockdowns. The importance of local foods and its availability took precedence over foods sourced from urban markets. Such shift in rise and demand of rural markets and local foods necessitates marketing intervention through proper planning and implementation of marketing strategies. Rural marketing when effectively and efficiently put into practice will serve as a catalyst for self-reliance and self-sufficiency nation. Nagaland is witnessing gradual rise in the advent of local ventures and entrepreneurship. This paper attempts to understand how marketing activities for local goods are implemented in Nagaland. The study also has the development of a model as an objective to encourage local marketers for effective marketing strategy. The study is based on both primary data and secondary data. The primary data were collected through an interview schedule and a face-to-face personal interview from the sample respondents, selected using purposive non-probability sampling method on two different phases. Secondary data were collected from literatures and reports relevant to the study. The data collected through interview schedules were analysed using descriptive method of statistical analysis. The responses from the face-to-face personal interview are summarized and discussed under five classifications. The results of the study show the importance of local goods as a self-reliant element. There is evidence of some very prominent practice of marketing strategies such as branding, packaging, labelling, etc. However, based on the findings, the study concludes that there is a need for extensive promotion and awareness strategies in Nagaland for rural or local products to influence the customer buying decisions by creating more demand.

Optimizing TikTok and Instagram to Gain Election Voter Support in Ubung Kaja Village

Elections are a general voting process conducted by the people to choose leaders and representatives who will govern the country. But it is also often considered as the generation that is most indifferent to political issues and does not want to take advantage of the right to vote in elections. Instagram is a photo and video sharing application that also has similar features to Tiktok, such as Stories, Reels and IGTV. According to data published by the website We are Social - Hootsuit in February 2022, out of Indonesia's population of 277.7 million people, there are 191.4 million people who actively use social media with a percentage of 68.9%. Through the implementation of election marketing strategies in the era of social media, there have been positive changes in the understanding, awareness, and participation of the Ubung Kaja village community. It is hoped that these improvements can have a positive impact on the democratic process and result in more inclusive and representative elections

Strategi Pemasaran dan Inovasi Produk dalam Keberlanjutan Bisnis: Studi Kasus UMKM di Masa Pandemi

Marketing and innovation strategies are the key to success inining a business, success determined by victory in the face of competition using established strategies to innovate with their business. Innovation in UMKM can be seen through three dimensions: process innovation, product innovation, and management system innovation. In this case product innovation becomes the most important part to improve UMKM performance. In its implementation, paying attention to the ideal time and how to innovate is an important thing when the entrepreneur will implement the necessary marketing strategy. Marketing startups and product innovations are the key to success inining a business, success is determined by victory in the face of competition using established strategies to innovate with the business. In the implementation of marketing strategies as well as product innovation should pay attention to the ideal time and how things innovate is important when the entrepreneur will implement the necessary marketing strategy. keywords : strategy UMKM, marketing, inovation

How does embracing an outdoor lifestyle and sense of responsibility impact plastic reduction efforts?

IntroductionPlastic pollution in coastal regions poses severe environmental challenges. This research aims to examine the impact of an individual's outdoor lifestyle and their perceptions of responsibility for litter management-specifically the roles of governments, businesses, non-governmental organizations (NGOs), Cornwall council, and volunteers-on their engagement in activities aimed at reducing plastic pollution.MethodsThe study surveyed 972 individuals in Cornwall, UK, to gather data on their perceptions and behaviors related to plastic reduction initiatives. The survey employed binomial logistic regression tests to analyse the relationship between respondents' views on responsibility for litter management and their participation in ten different plastic-reducing activities.ResultsThe analysis revealed that individuals' perceptions of who should be responsible for managing litter significantly influence their likelihood of participating in plastic reduction activities. Notably, respondents who viewed national governments, businesses, and volunteers as responsible were more likely to engage in outdoor plastic reduction efforts, such as beach clean-ups. In contrast, attributing responsibility to the Cornwall council and NGOs was negatively correlated with participation in some plastic-reducing activities.DiscussionThe findings suggest that perceptions of responsibility play a crucial role in motivating individuals to participate in plastic reduction efforts. The positive correlation between viewing certain entities (governments, businesses, and volunteers) as responsible and increased participation highlights the potential for targeted interventions. Recommendations for enhancing plastic reduction participation include governmental policy changes, collaboration with outdoor sports groups, and the implementation of community-focused social marketing strategies to foster a collective sense of responsibility and action.

Strategi Pemasaran Digital untuk UMKM dalam Aktivitas Ekspor ke Singapura

This paper explores the benefits of export and import activities for Indonesia, emphasizing the role of digital marketing in maximizing export opportunities. Focusing on Netasia and Okeoce Export Team's initiative, the study employs a problem-solving framework to enhance members' understanding and implementation of digital marketing strategies. Through training, mentoring, and follow-up programs, the initiative aims to empower exporters to tap into the Singaporean market effectively. Positive responses to the training sessions indicate the potential for improved export practices and community welfare through professional organizational management and digital marketing proficiency.

Strategi Pemasaran dalam Meningkatkan Daya Saing Usaha Keripik Usus Mardha Desa Badrain Kecamatan Narmada Kabupaten Lombok Barat

The background of this research is the existence of sharp competition between companies, both because of the increasing number of competitors, increasing product volume and rapidly increasing technological developments. This forces companies to pay attention and know what kind of marketing strategy is implemented by the company. The focus is this study was to describe the implementation of the marketing strategy of the intestine Mardha Chips Business in increasing competitiveness and the impact of the marketing strategy implementation by the intestine Mardha Chips Business. This study used qualitative descriptive type approach. Data collection methods used were observation, interview and documentation methods. The results of this study indicate that (1) Mardha Intenstinal Chips Business used a good marketing strategy, namely by conducting market segmentation, target market, market position and marketing mix which includes product strategy, price strategy, location and distribution strategy, and promotion strategy; (2) The marketing strategy implemented by Mardha intestine Chips Business has had positive impacts including increasing sales, adding value to the family economy, prodiving satisfaction to consumers with quality product and affordable prices and expanding market share.

The Influence of Interaction Quality, Physical Environment Quality, and Environmentally Friendly Practices on Brand Personality and Brand Reputation with Customer Experience as a Mediating Variable

Aim: This research aims to explain the positive influence of interaction quality, physical environment quality, and environmentally friendly practices on brand personality and brand reputation with customer experience as a mediating variable. This is important and interesting to discuss because it is necessary to implement marketing strategies in a brand or company.
 Study Design: Service quality is evaluated based on interaction quality and physical environment quality and green marketing is evaluated based on physical environmentally friendly practices.
 Place and Duration of Study: This research was conducted in Indonesia from September 2023 to February 2024.
 Methodology: The study used a convenience sampling method and generated 350 respondents. Primary data for this study was obtained through an online questionnaire. Data analysis was conducted using Structural Equation Model modeling with AMOS 24.
 Results: The results of this study show that (1) the quality of interactions, the quality of the physical environment, and environmentally friendly practices have a positive and significant effect on customer experience. (2) Interaction quality, physical environment quality, environmentally friendly practices, and brand personality have a positive influence on brand reputation. (3) Customer experience has a positive and significant influence on brand personality and brand reputation.
 Conclusion: This research provides new insights into the influence of service quality and green marketing in a company or brand. Companies must manage these two things to improve the brand personality and brand reputation of the company, especially in the food and beverages sector.

Digital Marketing Integration Strategy to Support Online Campaigns in Pearung Tourism Village, Humbang Hasundutan Regency, North Sumatra

Analysis of the Influence of Digital Marketing Strategies and Online Campaigns on Tourist Visit Rates in Pearung Geosite Sipinsur Village, Humbang Hasundutan Regency, North Sumatra. This study aims to analyze the influence of digital marketing strategies and online campaigns on tourist visit rates in Pearung Geosite Sipinsur Village, Humbang Hasundutan Regency, North Sumatra. Research Method : This study uses a quantitative method with a survey technique. Data was collected through questionnaires distributed to 100 respondents who had visited Pearung Geosite Sipinsur Village. The data was analyzed using simple linear regression. Research Results: The results showed that Digital marketing strategies implemented by Pearung Geosite Sipinsur Village are less good. Online campaigns carried out are considered good enough. There is a strong relationship between digital marketing strategies and online campaigns on tourist visit rates. Digital marketing strategies have an influence of 80.4% on tourist visit rates in Pearung Geosite Sipinsur Village. Conclusion : The implementation of effective digital marketing strategies and good online campaigns can increase tourist visit rates in Pearung Geosite Sipinsur Village.

Benefits of SWOT Analysis in Marketing Strategy for Sustainable Business Management

By developing the right marketing strategy based on a thorough SWOT analysis, the company can improve its performance and achieve sustainable growth according to targets. Especially when business competition in the world is getting tighter, and geopolitical shifts significantly influence geoeconomics, which has an impact on the national economy. Company management needs to implement marketing strategies more vigilantly, so that they remain effective and efficient, on an ongoing basis. In this context, SWOT analysis is used as a tool to reveal strengths, weaknesses, internal opportunities as well as external threats and opportunities. SWOT analysis can help company management to develop increasingly precise marketing strategies, with the aim of increasing sales volume. The results of the research show that the use of SWOT analysis supports company management in developing more effective and efficient marketing strategies, so as to increase the sales volume of products and services in an increasingly competitive world market.

HR Competency Challenges in Developing Marketing Strategies: A Bibliometric Review

In today's dynamic business landscape, the synergy between human resources (HR) and marketing strategies is pivotal for organizational success. This bibliometric review investigates the challenges encountered by HR professionals in contributing to the development of effective marketing strategies. By analyzing 980 research papers published between 1981 and 2024, this study highlights the substantial impact of HR competencies on marketing strategy formulation and implementation. The analysis identifies key thematic clusters, influential literature, and emerging trends, shedding light on areas for future research and managerial practice. Findings emphasize the importance of aligning HR strategies with broader organizational goals and adapting to evolving market dynamics to foster sustainable business success.

Digital Marketing Development Strategy of Cocoa Products

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market.   Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs).   Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market.   Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.

Marketing strategy with e-commerce (Case study: UMKM Abon Ikan Kardina) Tanjungpinang City

Entrepreneurs are currently implementing marketing strategies to sell goods and services through e-commerce systems. E-commerce is used for business development in marketing. One of the Micro, Small, and Medium Enterprises (MSMEs) that use the e-commerce system is the Abon Ikan Kardina MSME. Abon Ikan Kardina has used e-commerce in its marketing strategy efforts but has not been effective because offline sales are more than through e-commerce. The research objectives were to identify the implementation of marketing strategies through e-commerce at MSME Abon Ikan Kardina and formulate marketing strategies through e-commerce at MSME Abon Ikan Kardina. The research was conducted from March to May 2023 at the Abon Ikan Kardina UMKM. The research method used was descriptive qualitative, using SWOT and AHP analyses. The results showed that implementating marketing strategies through e-commerce at MSME Abon Ikan Kardina is seen in several uses of e-commerce applications and social media in the form of Shopee, Facebook, Instagram, and WhatsApp. Based on the results of SWOT and AHP analyses, it is known that implementing marketing strategies through e-commerce at Abon Ikan Kardina MSMEs is seen from the use of several e-commerce and social media applications such as Shopee, Facebook, Instagram, and WhatsApp. The Abon Ikan Kardina MSMEs' product content supports these applications' use. Four priority strategies in the formulation of marketing strategies through e-commerce at Abon Ikan Kardina MSMEs are: (1) improving and maintaining product quality, (2) providing good product quality information to be trusted in the market, (3) providing training for human resources to understand e-commerce and bookkeeping, and (4) regularly updating content on each social media account.

Digital Marketing Strategy to Build Brand Awareness of the SiCepat Express During the COVID-19 Pandemic

Online shopping boomed during the COVID-19 pandemic, leading to a major growth of shipping company businesses. As such, shipping companies needed to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study was to analyze the marketing strategy implemented by SiCepat Ekspres in building brand awareness during the COVID-19 pandemic. This study used a qualitative method. The results of this study showed that SiCepat Ekspres built brand awareness using the Customer Loyalty Program strategy, supported CSR, promos, and also digital marketing such as YouTube and Instagram, and started switching to the TikTok platform due to increased traffic during the COVID-19 pandemic. The benefit of the results is to consider decision-making to increase brand awareness through implementing marketing strategies that are in line with the company’s targets; besides that, for further research, it can be used as a guide and reference for similar research topics.
 Keywords: digital marketing, brand awareness, COVID-19

THE POWER OF SACHET MARKETING: A COMPREHENSIVE EVALUATION

Sachet marketing is a strategic approach in which products are offered in small, affordable packaging to meet the needs of cost-conscious consumers. This marketing strategy aims to enhance accessibility, affordability, and convenience, particularly in emerging markets or among demographics with limited purchasing power. Sachet marketing facilitates market penetration by providing entry points for consumers to try new products with reduced financial risk. The approach involves creative packaging, often showcasing innovation in design and sustainability. While offering benefits to both consumers and sellers, such as affordability, trial opportunities, and market expansion, sachet marketing also poses considerations related to environmental impact and the need for a balanced approach to pricing and packaging. Understanding consumer preferences, economic conditions, and cultural factors is essential for successful implementation of sachet marketing strategies. KEY WORDS: affordability, convenience, Consumer preference, Cost – Effective, Environmental impact

Customer segmentation application based on K-Means

Customer segmentation(CS) is a crucial aspect of customer relationship management, widely utilized by industries, banks, and consulting companies. However, the intricate data relationship between individuals presents significant challenges in customer segmentation research. Fortunately, machine learning has made remarkable progress in processing big data, and its exceptional performance has captivated the attention of business analytics researchers. Based on this, numerous customer segmentation methods based on machine learning have been proposed. This paper aims to review the papers published after 2010 on customer segmentation, and summarize the current status and importance of customer segmentation in implementing marketing strategies. Additionally, it introduces two primary types of customer segmentation scenarios, and summarizes the common combination of analysis models and machine learning algorithms in customer segmentation. Finally, the paper introduces a customer segmentation method based on k-means and provides a perspective on the future development of customer segmentation.

Brand Building Triumphs: Le Labo's Inspiring Market Entry

Due to the impact of the epidemic on the economy, an increasing number of consumers have changed their consumption preferences, and the demand for non-essentials has decreased gradually. Nevertheless, the fragrance market has experienced a substantial increase in sales during this era. Le Labo is considered to be one of the representative brands in the fragrance market. Thus, this research investigated the methods utilized by Le Labo in order to stimulate consumer purchase intent through the implementation of effective marketing strategies. The present study examined the impact of brand identity, co-branding strategy, and brand awareness on consumer purchase intention in the context of new market entry. The results of the analysis revealed significant correlations between these three factors and the likelihood of consumers intending to make a purchase. Subsequently, based on the targeted marketing strategies, this research gave some suggestions, which have led to the formulation of practical recommendations aimed at boosting brand identification and brand awareness.

Yashram Lifestyle Brands Pvt Ltd: strategizing for omnichannel approach

Learning outcomes After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations Case overview/synopsis Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle. Complexity academic level The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The Entrepreneurship Marketing Practices: Evidence from Pakistan

The purpose of this study is to develop an understanding of how entrepreneurs in Pakistan implement marketing strategies, including their application and the dimensions of entrepreneurial marketing. Qualitative research was used, and for getting in-depth information, interviews through the cause study analysis approach were used. The data was analyzed using Nvivo 12. Further thematic analysis, word trees, word tag clouds, and tree maps have been conducted. The semi-structured interviews were conducted with senior managers, directors, and CEOs of various firms to support our research. There is a significant gap in research regarding the application of marketing strategies in the entrepreneurial context in Pakistan. To the best of the authors' knowledge, similar research has been conducted in Poland, Sri Lanka, and the UAE, but with regard to Pakistan, this topic is relatively unexplored. The study explains the seven dimensions of entrepreneurial marketing practices to gain further clarity. The research is both explorative and descriptive in nature, aligning with the theory of entrepreneurial marketing. This study will assist practitioners and researchers in understanding how to retain existing customers in the market, manage risk, allocate resources, and create value for customers. Additionally, it highlights both commonalities and differences between entrepreneurial practices in Pakistan and other regions.

Utilization of Digital Marketplaces in a Strategy to Increase the Probability of Market Access for Risol MSMEs in Bekasi

The Micro, Small and Medium Enterprises (MSME) sector has a significant role in contributing to Gross Domestic Product (GDP). Even though almost all individuals are now involved in online activities or using mobile devices, the majority of MSMEs still rely on conventional marketing methods. Lack of understanding of digitalization trends is a major obstacle. This research aims to provide assistance, increase knowledge and implement digital marketing to support the growth of MSMEs. It is hoped that this approach can provide relevant information and increase MSME income, overcome digital barriers, and optimize market potential. The implementation of digital marketing strategies is expected to increase the competitiveness of MSMEs in an increasingly digitalized business ecosystem.

The Effect of CSR, Brand Attitude, and Perceived Value on Purchase Intention at Uniqlo

The number of fast fashion companies in Indonesia makes competition very tight in a business, this emphasizes the role of corporate social responsibility carried out by company owners with the aim of sustainable promotion to obtain brand attitude, perceived value, and purchase intention. Corporate social responsibility that is well received is a contributing factor in creating a brand attitude which also influences the perceived value and purchase intention. The purpose of this study is to analyze the effect of corporate social responsibility, brand attitude, and perceived value on purchase intention. This research was conducted in Jakarta with a descriptive causality research design with a quantitative method approach and using purposive sampling techniques. Data was collected from 231 respondents who had visited the Uniqlo store. The conceptual model was analyzed using Structural Equation Modeling. The research findings reveal that corporate social responsibility can improve brand attitude. Then, brand attitude can increase perceived value and purchase intention. Furthermore, perceived value can increase purchase intention. The contribution of this research can provide insight to fast fashion company owners to develop businesses and can plan and implement marketing strategies so that brand attitudes and good judgment are formed by consumers to create purchase intentions on Uniqlo products.