Industrial Brands Research Articles

Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. The development of digital businesses in Indonesia has also increased, and it is undeniable that competition in the bedding industry is becoming more intense as more offline bedding sellers shift to online. The increasing competition of the bedding industry can be felt by one of home bedding industry brands, namely Beddo Chingu. Beddo Chingu is a home bedding business that mainly offers bed linen and was established in December 2021. Beddo Chingu uses e-commerce and social media to sell the products. There are promotions that have been applied such as advertising in Shopee, flash sales, discount, post content and paid promotion in Twitter. These promotions didn’t last long and Beddo Chingu faced fluctuating sales. This research aims to identify current internal and external conditions of Beddo Chingu, to identify root cause of Beddo Chingu sales issue, and to propose a suitable marketing strategy for Beddo Chingu. This research method uses quantitative and qualitative approaches to create suitable marketing strategies. The analysis tools that will be used in internal analysis are such as STP, Marketing Mix 4P, and VRIO, while for external analysis are PESTEL, Five Forces Model, customer analysis, and competitor analysis. Questionnaires survey with 124 respondents of current customers of Beddo Chingu have been conducted to gain insight from the customer’s point of view regarding the marketing mix. In addition, interviews with customers and potential customers were also conducted to obtain more detailed insights from preliminary surveys. From the analysis that has been conducted by researcher, there will be an internal strength and weakness, and external opportunity and threat result that can be called SWOT. Root causes of Beddo Chingu issue are low frequency of promotion, lack of value delivery in content, limited distribution channels, Lack of pattern design variations, limited product Stock Availability due to the long production process, and limited manpower. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu.

Peran Sosial Media Marketing dalam Perkembangan Usaha Air Minum dalam Kemasan (Studi Kasus pada Air Minum Arcos)

This study aims to analyze the role of social media marketing in the development of the Arcos Packaged Drinking Water (AMDK) business. By using in-depth interviews with Arcos management and marketing teams, this study reveals how digital marketing strategies, especially through social media such as Instagram, Facebook, and Twitter, play an important role in increasing brand awareness, market reach, and consumer loyalty. The results of the study show that collaboration with influencers, the use of attractive visual content, and active interaction with consumers through social media have had a significant positive impact on sales growth. In addition, the ability of social media to enable real-time interaction with consumers helps companies to dynamically adjust their marketing strategies and respond to market needs more effectively. However, this study also notes challenges, especially related to competition in the packaged drinking water industry. This study concludes that social media marketing is a very effective and efficient tool for developing a business, but it requires a creative strategy and continues to adapt to changes in digital trends. Recommendations for future research are to explore newer social media platforms, combine qualitative and quantitative research methods, and conduct comparative studies with other brands in similar industries.

Netflix'in Makine Öğrenimi, Kişiselleştirme, Kültür Çalışmaları ve Covid-19 Sürecindeki Gelişmeleri

This study examines how Netflix, which makes a big difference in the digital environment compared to its other competitors, gives importance to machine learning, personalization and gives direction to cultural studies for countries. In addition, the development of Netflix, its work and the increase in the number of views during the Covid-19 process, which heavily affects all sectors and businesses around the world, are discussed. In this context, Netflix, which carries out many studies such as artificial intelligence and machine learning in today’s world, offers personalization services for its audiences and target groups. Netflix uses such activities to guide its work and continues to retain its users and reach new members.
 Netflix, which tries to know, follow and understand its target audience, is constantly in search of innovation. It acts with the approach of managing the process correctly, turning the crisis into an opportunity (Covid-19) and gaining the appreciation of its consumers. In this study, the development and progress of Netflix and its work are discussed. Netflix’s foresight in its business, the tools it uses, its perspective and approaches are important in promoting and guiding both its competitors and
 businesses or brands in other industries. While these structures contribute to the practice, it is thought that they will also contribute to the literature. It presents a general framework about Netflix in the literature and discusses its different aspects.

Airline brand management: A practical perspective to brand management in the airline industry

Measuring and managing airline services cannot be easily achieved using the tools developed to measure brands in goods and most other services industries due to some unique characteristics of the airline industry. This paper seeks to explain airline branding, brand management, and brand measurement from the perspective of airline marketing professionals. The aim is to identify customer-based brand equity (CBBE) measures appropriate to the unique nature of the airline industry. Furthermore, we explore the dimensions that drive brand equity in the airline industry. The paper uses semi-structured expert interviews to collect data from senior marketing executives working for both full-service and low-cost carriers, in addition to airline branding/marketing consultants. The findings reveal the factors that drive airline customer-based brand equity (CBBE) as awareness, functional and technical service performance, credibility, differentiation, value, satisfaction, and loyalty. The research encapsulates the basic dimensions of brand equity advocated in the branding literature but also some measures which are new to the airline branding literature (functional and technical service performance, and credibility). These measures are critical for airline managers as they attempt to build equity in their respective brands. Therefore, this research offers researchers and practitioners a better understanding of brand equity measurement and of brand equity formation for airlines.

THE APPLICATION OF BRAND MANAGEMENT IN THE DEVELOPMENT OF CHINESE AGRICULTURAL ENTERPRISE

China is a big agricultural country, as well as a major producer and exporter of agricultural products. In recent years, China's agricultural economy has been developing continuously, the foreign trade of agricultural products has been expanding constantly, and the trade of agricultural products has developed rapidly. With the advent of the Internet era and the deepening of market competition, the development of China's agricultural industry gradually shows a trend of brand, China's Ministry of Agriculture and villages has continuously strengthened its top-level design, designated 2017 as the "year of Agricultural Brand Promotion", issued the "opinions of the Ministry of Agriculture and villages on speeding up the Promotion of Brand strengthening Agriculture" in 2018, and guided and launched the construction of China's agricultural brand catalogue system in 2019, providing a policy guarantee for agricultural brand construction. All localities, in accordance with the idea of "building a brand, bringing an industry alive, rich farmers", rely on the advantages of resources, highlight planning and guidance, promote brand work as a whole, and promote the rapid development of characteristic industries. Planting brand, animal husbandry brand, fishery brand, rural characteristic brand, "China Land Reclamation" brand, cooperative brand and other industry brands have developed vigorously. Actively use the Agricultural Fair, Tea Fair and other well-known domestic exhibitions to promote brands to create a good atmosphere for development. With the help of modern information technology and media, we can innovate brand marketing and effectively improve the brand influence of agricultural products. This paper analyzes the development stage of China's agricultural brand construction, summarizes the characteristics of China's agricultural brand development, points out the main problems existing in the development of China's agricultural brand. In order to improve the competitiveness of Chinese agricultural brands in the international and domestic markets, the development trend of Chinese agricultural brands is put forward.

Analysis of Sales Promotion and Influence of Corporate Social Responsibility for Brand Image and Its Impact to Usage Behavior of BNI Credit Cards

In this modern era, credit cards are not only payment but also lifestyle for some people. The use of credit cards cannot be separated from the promotion that is given by the bank. In addition, CSR is mandatory for every company as a social responsibility to the environment. CSR itself is useful to create a positive image of the industry or institution brand. This study analyzed the effect of Sales Promotion and CSR to Usage Behavior through Brand Image as a mediator in Bank BNI. The purpose of this study is to look at the effects produced between variables by using path analysis so that BNI can increase strategy in its efforts to increase the use of credit cards.

Credibility and price premium-based competitiveness for industrial brands

Extant research on brand competitiveness concentrates on the B2C contexts, yet it remains poorly understood in the B2B contexts, especially for industrial brands. This current research aims to investigate how seller credibility potentially drives organizational buyers' willingness to pay price premiums (WTPP) through customer-company identification and buyer long-term orientation. In particular, we argue that buyer WTPP represents the industrial brands' competitiveness since buying firms express such strong preferences for the industrial sellers’ products and services compared to competitors that they are willing to pay price premiums. Based on data from 454 US-based industrial buyers, our findings generally support the proposed hypotheses. Our research sheds light on how industrial sellers can build their brand competitiveness. Actionable insights for research and managerial practice are provided.

Role of employee personality traits in job performance in the restaurant food franchise context

The restaurant franchise business has recently experienced worldwide growth. Despite the popularity of franchise brands in the hospitality industries, few studies have focused on franchise-employee behavior. Therefore, this study examines how the personality traits of restaurant franchise employees influence job-related outcomes. Specifically, the relative effects of extraversion, agreeableness, conscientiousness, openness to experience, and emotional stability on employee job orientation, job performance, and citizenship behavior were examined. Employee responses were collected via an online survey. The results of partial least squares structural equation modeling indicate the relative effects of employee personality traits on job performance. For instance, employee agreeableness and conscientiousness both led to positive job outcomes. Multi-group analyses showed differences in employee behavior between limited service and full-service restaurant settings. This study makes valuable theoretical and practical contributions that are potentially beneficial to the franchise restaurant sector.

Devlopment & Function of Packaging in the Marketing of Consumer Product: (With Special Reference to Himalayas)

This report has been completed in partial fulfillment of my Masters Degree programmer. The objective of my report is to know the DEVELOPMENT & FUNCTION OF PACKAGING IN THE MARKETING OF CONSUMER PRODUCT: (With special Reference to Himalayas) Masters in Business Administration is the stepping-stone to management career. In order to achieve practical, positive and concrete result, the classroom learning has to be effectively supplemented to relation of the situation existing outside the classroom for developing healthy managerial and administrative skills in a potential manager. It is necessary that the theoretical knowledge must be supplemented with exposure to the real environment. This Training provided me with an opportunity to do an in depth study of various markets. Starting from consulting books, management journals, surfing internet for latest details, carrying out a research study, studying leading and successful industrial brands, at the end of this research dissertation I have gained a considerable understanding of the DEVELOPMENT & FUNCTION OF PACKAGING IN THE MARKETING OF CONSUMER PRODUCT: (With special Reference to Himalayas) A sincere effort has been made in the report to present my viewpoints on the dissertation report and enough literature has been derived from various sources, which have been acknowledged in the Bibliography.

The Impact of Customer Engagement on Brand Loyalty: The Mediation Roles of Brand Attachment and Customer Trust

This study explores the influence of brand love and brand experience on customer engagement and then the influence of customer engagement on brand loyalty directly or mediated by brand attachment and customer trust in cosmetic industry brands in Indonesia. This research was conducted in 2022 by involving 202 respondents using Instagram who is women of the millennial generation in Indonesia. Quantitative research using the Structural Equation Model (SEM) method with data analysis using SmartPLS. Some of the findings in this study are that brand love and brand experience indirectly affect brand loyalty mediated by brand attachment and customer trust. Meanwhile, customer engagement does not have a direct influence on increasing brand loyalty directly. The managerial implications of this research for industry practitioners and researchers are to build strong brand love, and brand experience will be able to create customer engagement, then loyalty to the customer's brand will be higher when the brand can strengthen customer engagement which then creates brand attachment and customer trust

Investment Analysis of Wine Industry Based on Indicators: Evidence from MOUTAI, WULIANGYE and LUZHOU LAOJIAO

The wine industry of China has entered the fourth cycle, which means it enters the fourth round of boom with the rise of mass consumption. At the same time, the industry brand and high-end become the trend. Contemporarily, the revenue growth of wine industry has basically stagnated after rapid growth, but high-end liquor still shows vigorous growth. Focusing on the data of Kweichow Moutai, Wuliangye and Luzhou Laojiao, this paper analyzes and evaluates the risk indexes of the three high-end wine brands through liquidity, profitability, and beta. In addition, the investment suggestions are proposed in terms of the evaluations. According to the analysis, it is concluded that Moutai's financial risk, liquidity risk and operational risk are the lowest, but the other two companies still have high investment value. Moutai is suitable for stable investors and balanced investors, Luzhou Laojiao is appropriate for short-term investors due to the remarkable growth rate in recent years, and Wuliangye will be favorable for long-term investors due to the high potential. This study analyzes high-end wine brands and these results shed light on finding investment targets suitable for their risk appetite.

Pendampingan Legalitas Usaha dan Produk UMKM Anggota BMT NU Singgahan

Individuals or groups that produce products, be it food, goods or services, don't just sell without a product identity. As a form of identity for the product that is owned, a brand is needed to provide the identity of the product. The identity of the product can be in the form of a product brand and the legality of the product. In this study, assistance is provided to MSME actors for product legality. Assistance is carried out with the target of BMT NU Singgahan members who have businesses. The assistance was carried out with the first step, namely a business survey owned by BMT NU Singgahan members who are MSME actors. Furthermore, the focus group discussion (FGD). After the FGD, it will be followed by socialization of the mentoring program that will be carried out. In addition to outreach, this study provides training on how to obtain product legality in the form of business registration numbers (NIB), home industry food production certificates (SPP-IRT), halal certificates, and brands registered with the Directorate General of Intellectual Property (DJKI) as well as product financing by BMT NU Singgahan. The resource persons in the training were from the Tuban Health Office, Curator of Curation Houses, Companion for Halal Solution Institute (PPH LSH) ISNU Tuban halal products, and BMT NU Singgahan. From the results of a study that has been conducted, there are 24 MSMEs from 8 villages partnering with BMT NU Singgahan who are willing to be assisted in submitting the legality of MSME products and businesses including NIB, SPP-IRT, halal certificates, and brands registered with the Directorate General of Intellectual Property (DJKI) as well as product financing by BMT NU Singgahan.

Research on Evaluation Methods of Social Science Training in Information Education System

With the launch of China's 14th Five-Year Plan, the reform and development framework of social science education has been further clarified, and the development prospects of social science education and training enterprises are favored by the capital market due to their large market demand and the trend towards scale. In October 2021, the General Office of the CPC Central Committee and the General Office of the State Council issued the Opinions on Promoting the High-quality Development of Modern Vocational Education, promoting the overall rise of the A-share education sector. At present, vocational education is at the key stage of deepening the reform of industry and education and promoting the transformation and upgrading of talent cultivation. Vocational education and training enterprises will focus their development strategies on the capital market to achieve scale-driven development. With the rapid development of China's education industry, listing will help social science education and training companies further enhance their financing capacity and popularity, and effectively improve their industry competitiveness and brand effect. At the same time, few scholars at home and abroad have studied whether the listing methods of enterprises in the vocational education industry are effective and whether there are differences in the effects after listing. Therefore, this paper analyzes the listing methods and effects of social science education and training enterprises in order to help build and improve a good ecosystem of social science education and training industry, and will also provide some reference for the listing of vocational social science training enterprises.

Co-marketing Strategy and Problem: Case of Luckin Coffee and COCONUT PALM

The Internet is becoming more and more important in people’s lives. Nowadays, in today’s marketing methods-based Internet, there is a cooperation method among brands called co-branding. Some brands choose partners entirely different from them to cooperate and launch new products; others prefer selecting some brands in similar industries and jointly developing new products. The case in this paper belongs to the second category. Luckin Coffee and COCONUT PALM jointly launched a coconut milk coffee called coconut cloud latte in the first quarter of 2022. This strategy not only gives full play to the two brands’ market advantages but also attracts consumers to buy through Internet marketing means and excellent packaging design. However, in the actual marketing process, the taste and material preparation did not satisfy consumers generally. These problems can be avoided in early market research. In addition, brands must continue to deliver core values when co-branding and innovate based on quality assurance. Only when each of the above links is effectively implemented can the brand co-branding strategy maximize its effect.

Moving beyond negative spillover: The positive consequences of an innocent brand's responses to another brand's crisis

AbstractThis study investigated (a) the negative spillover effects of brand's food‐safety crisis on an entire industry, dominant and nondominant innocent brands in the same product, and (b) the impacts of the innocent brand's response on the responded brand and the entire industry. The study conducted a 2 (market position: dominant vs. nondominant) × 2 (response: no‐response vs. response) between‐subjects design with one additional control group. The findings showed that the negative impact of the dominant brand's crisis spilled over only to nondominant brands, but the innocent brand's response served to overcome the negative effect by recovering the consumer's deteriorated beliefs about the brand and its products to the pre‐crisis level. However, the innocent brand's response did not significantly affect the industry.

INTERNATIONAL MARKETING INFORMATION TECHNOLOGIES OF CORPORATE BRANDING MOBIL: PLANNING, PRODUCT POLICY, PRICING

Abstract. The marketing activity of «MasloTrade» LLC, which operates in the field of promotion and distribution of lubricants in the markets of Ukraine, was analyzed. It has been established that the innovative high margin Flagship product is not mainstream, due to its high price in simple comparison with a similar product, and therefore it is quite logical that the Premium segment is the largest. It was determined that the possibility of engineering support from the distributor company should be included in the additional terms of supply. These aspects are taken into account in industrial branding. The sales structure of «MasloTrade» LLC according to the FPS approach, the structure of the range of lubricants of the Mobil brand in 2021 according to PVL, CVL and IND lines were evaluated. The average sales price of MasloTrade LLC for 2021 was determined. It is noted that lubricants from the Flagship segment have a significantly higher price compared to other segments. This confirms the earlier data that these are innovative, ecological and high-margin lubricants. Market segmentation was carried out using modern information technologies in two stages: macro- and micro-segmentation. It was established that the following three segments were distinguished by the type of activity, frequency and volume of purchases: agricultural farms and holdings; enterprises of the metallurgical industry; mining and mining processing enterprises. Keywords: information technologies, international marketing, corporate branding, planning, pricing, product policy.

Circular Business Strategy of Early Stage Fashion Brand in Indonesia

Business with a purpose has become a very popular thing lately. The intended goal is not just profit but what impact a business can have on society. This was agreed collectively at the world level by the UN by implementing the Sustainable Development Goals (SDGs) in 17 sub-values. This has an impact on shifting the mindset of consumers who are more concerned with the environment and sustainable business and this has occurred in the fashion industry, both global and local brands. The market value for sustainable fashion is increasing, global brands are adopting campaigns and competing to make circular products, local brands are also joining in with various approaches to adopting sustainable fashion. This is of course an opportunity for businesses on a micro scale or for brands in the early stage. GNDT as a local fashion brand in Indonesia that presents clothing solutions for obese or plus size men has implemented inclusivity in clothing, in line with existing trends and opportunities, business transformation must be carried out to make it more circular. With limited resources and a small business scale, GNDT must determine what approaches and strategies are most effective in turning their business into a more circular one and how to implement it. Value hills are used as a framework for this research in carrying out the stages of business transformation and adoption of a circular business strategy. Focusing on three stages, namely pre-use, use and post-use, businesses are expected to be able to map their business model position on the value hill to be able to identify the initial position of their business (uphill), how to optimize the products they sell (tophill) and how far what is the possibility that the product can be returned after use. Furthermore, businesses can identify gaps and opportunities in value hills and determine what strategic options are fit that can be carried out at this time in accordance with the resources they have. This research was conducted qualitatively using observation and brainstorming methods with business owners. The results of the business model assessment and placement on value hills indicate that GNDT must implement a circular strategy at each stage. At the uphill stage, circular design is determined as the most effective strategy, followed by a product as a service strategy for the tophill phase and upcycling for the downhill phase. All of this is wrapped up in a fundamental network organization strategy where GNDT must prepare internal organizations and potential collaboration with partners to realize this strategy.

Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income

<span class="tlid-translation"><span lang="EN-US">In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.</span></span>

Investigation of Factors Affecting Generation Z’s Halal Cosmetics Adoption

It is estimated that the Muslim population, which is currently 1.6 billion in total, will reach 2.2 billion in 2030. For this reason, the Muslim population has significant potential in terms of the halal cosmetics sector, as in many other sectors. In addition, the more Muslim population is turning to halal cosmetic products that are not tested on animals, symbolizing cleanliness. In addition to Muslim consumers, consumers also demand halal cosmetic products for various reasons. Since the world halal cosmetics market is expected to reach approximately 54 billion dollars in 2024, the efforts of brands and companies in the halal cosmetics market are increasing. Brands and companies aware of this potential are trying to get a bigger share of the Muslim cosmetic products market with the products they develop. However, industry brands have significant problems motivating consumers to buy halal cosmetics, but consumer behaviour is a complex and dynamic process. The same is true when it comes to halal cosmetic products. Many factors affect consumers’ choice of halal cosmetic products. It is important for brands that want to be successful in the sector and get more shares to learn more about the factors affecting the halal cosmetics demand of Muslim consumers. Only in this way would it be possible for brands to create the right marketing strategies. Generation Z, who is constantly interacting with the world due to their technological competencies and continuously following the developments in every field, is the most important target group for brands. Especially in recent years, Generation Z has been a focused area of research in human resources, marketing, and business strategies. Turkey is a country with a predominantly Muslim population. Generation Z among the Muslim population in Turkey is a potential market for halal cosmetics. Therefore, it is of great importance for cosmetic brands to understand the factors that affect the behaviour of Generation Z to adopt halal cosmetics. Therefore, this study aimed to determine the factors affecting Generation Z’s halal cosmetics adoption. The research was carried out with 550 participants living in Istanbul with the online survey method in November and December 2021. The results showed that product characteristics, social influence, and consumer innovativeness significantly affected Generation Z’s halal cosmetics adoption. Religiosity did not affect their halal cosmetics adoption.

Positive effect on the development regional of the Karo Regency by creative economic basic honey UMKM

The tourism industry is a potential product that is seen as having an important role in national development, so it is not surprising that Indonesia pays special attention to the tourism industry. UMKM is an expected contribution from the private sector to improve the local and national economy. One of the MSMEs that deserves to be developed in the Lake Toba area is honey UMKM. Creative economy MSMEs have a great influence on regional development, especially in the empowerment of people who do not have a job. At least the individuals in the community can meet their personal needs and stay out of poverty. The role of MSMEs is to reactivate other sectors, such as distribution and transport services, production land rental services, the manufacturing industry to make production machines, the packaging industry, advertising services (advertising), the marketing and product brand design services. With the development of tourist villages in Karo Regency, it will become an attraction for domestic and foreign tourists and support creative industries in the surrounding area, such as UMKM honey. The contribution of the creative economy in the Indonesian economy and culture with socio-cultural diversity is a source of inspiration in the development of the creative economy in Indonesia. The results of honey production at Karo Regency and its partners are currently difficult to market outside North Sumatra province due to the unappealing and unhygienic quality of honey packaging and marketing patterns that are still traditionally.