Innovative Marketing Strategies Research Articles

STRATEGY TO IMPROVE MSME PRODUCT BRANDING THROUGH DIGITAL MARKETING IN THE 5.0 ERA

There have been significant changes in economic life, business and trade in the era of Society 5.0. The presence of digital transformation in society has marked significant changes in business and trade activities. In order to survive and compete with many competitors, entrepreneurs need to implement HR development strategies to increase their competitiveness, one of which is by integrating their business with digital technology innovation. The aim of this research is to find out the right strategy to increase MSME product branding to increase the competitiveness of MSME product branding through digital marketing in the 5.0 era. This research uses a qualitative descriptive method, with data collection using the literature study method from various literature and relevant data related to the research topic. The research results show that the strategy for increasing MSME product branding that is needed to maximize the competitiveness of MSMEs in the 5.0 era is related to the ability to operate digital technology, as well as implementing creative and innovative marketing strategies through the use of digital technology, such as social media. media and websites to support MSME business activities and maximize their competitive advantages. Keywords: Strategy, Competitiveness, MSMEs, Human Resource Keywords: Strategy, Competitiveness, MSMEs, Human Resource

Pendampingan Peningkatan Human Capital Melalui Eksplorasi Dimensi Visual di Kampung Tridi, Malang

Tridi Village is a village located in Malang City, Indonesia, which is famous for the uniqueness and beauty of the 3D wall paintings that decorate the entire village. These paintings create an interesting visual atmosphere, reflecting local art, culture and traditions. Tridi Village has become a popular tourism destination that attracts tourists with its unique charm. Apart from the wall art, this village also has cultural heritage and local crafts which are an additional attraction. Increasing tourism attractiveness through innovative digital marketing strategies is expected to have a positive impact on economic growth and welfare of the people of Tridi Village. This research explores the application of creative thinking methods in developing digital marketing strategies to increase the tourism attractiveness of Kampung Tridi. Through brainstorming and mind mapping sessions, the people of Kampung Tridi are actively involved in generating innovative ideas related to the potential of tourism, arts and local culture. Brainstorming sessions create a collaborative space without critical boundaries, while mind mapping graphically visualizes the relationships between ideas. The result is an integrated digital marketing strategy, designed to increase tourist visits and empower the local economy. Implementation of this strategy requires active community involvement and full support from the local government.

Kino rinkodara ir prekės ženklo tęstinumas: „Redirected/Už Lietuvą!“ atvejo analizė

The analysis of the most successful cases in the Lithuanian film marketing, which has also been related with the use of social media and integrated marketing communication, should undoubtedly emphasise an example of Redirected: it reveals a consistent need to promote films in an innovative way which attracts the audience’s attention and motivates them to watch a film, especially in smaller film industries. As the Lithuanian film industry belongs to the smaller ones, innovative marketing communication strategy alone cannot suffice to motivate the audience to watch the film. Therefore, the film itself has to be either very significant (e.g., a sequel) or, as in the case of Redirected/Už Lietuvą, has to extend the sequel while at the same time be “something new, but still familiar” to the film spectators.

Generation Z Purchasing Behavior Profile in the Digital Economy: Normative Analysis in Online Markets

This research aims to detail Generation Z's purchasing behavior in the online market. This research provides an in-depth view for e-commerce companies and marketers to develop more effective strategies in attracting and retaining Generation Z. This research method is normative descriptive research. The type of research used is exploratory research. Data collection techniques involve literature reviews from various journal sources and related literature. The data analyzed is secondary data and the data analysis method involves normative analysis to identify the differences between "das sollen" (should) and "das sein" (actual conditions) in the purchasing behavior of Generation Z in the digital economy. This research reveals that Generation Z has a high affinity for using smartphones when shopping online, indicating a dependence on mobile technology in the digital economy era. Generation Z is more active in shopping online compared to previous generations, indicating the important role of digital platforms in shopping behavior patterns. Continuous recommendations from this research emphasize the importance of continuous adaptation to technological changes and the dynamics of Generation Z consumer behavior. Businesses are expected to combine innovative marketing strategies with responsive shopping experiences to attract and retain Generation Z as loyal consumers.

Analysis of the Way Tea Color Opening up the National-Style Milk Tea Market from the Perspective of Marketing Strategy

With the prevalence of national style today, there are many local Chinese brands to take advantage of this torrent, production to create national style products and publicity and marketing, milk tea track competition is particularly fierce, in order to stand out in this red sea, become a strong competitor, the major milk tea brands need to quickly capture the current wave, the introduction of new and innovative marketing strategies to attract consumers. As the first fresh tea drink store in mainland China with the theme of Chinese style, TEA COLOR captures the blank positioning of the milk tea market and opens up the market of national style milk tea by using its own unique appearance, taste and concept as a marketing tool. This paper focuses on TEA COLOR's product positioning and marketing strategy by using economics, marketing research theories as well and qualitative research methods.

Research on Demographic Segmentation and Marketing Strategies for Young PeopleBased on the Case Study of Coca-Cola

Coca-Cola has always been passionate about effectively reaching and engaging more customers. As one of the worlds largest producers of non-alcoholic drinks, Coca-Colas robust, innovative, and transformative demographic segmentation and marketing strategy are the primary factors that have contributed to the companys business success with young people and helped it grow sustainably across the globe and around the clock. Coca-Cola always keeps improving to meet the needs of everyone in the world. Although the demographic segmentation by age, affordability, and gender is already specific, clear, and direct, certain actions must be taken to address the new concerns of todays teenagers healthy lifestyle change and sugar-free tendency based on the marketing strategy of product, pricing, and promotion, including its vintage bottle, classic font, specialized logo, localized positioning, and social media. Coca-Cola should also make more efforts to create new solutions, for example, availability of sugar-free products, communication with customers, product placement, and package size reduction, to meet the rising challenges of the changing beliefs of youngsters globally.

Eco-branding and consumer behavior: Innovative marketing strategies in ecology and environmental sciences

In the contemporary marketplace, eco-branding emerges as a pivotal strategy for aligning consumer behavior with environmental sustainability goals. The scientific article explores the dynamic interplay between eco-conscious branding initiatives and consumer purchasing decisions. This exploration is grounded in the premise that effective ecobranding not only enhances brand loyalty and market share but also fosters a deeper consumer commitment to sustainability practices. Utilizing a multidisciplinary approach, the article examines case studies of successful eco-brands, analyzing the marketing strategies that these brands employ to communicate their environmental values and the impact of these strategies on consumer behavior. Key findings suggest that transparency, authenticity, and a clear demonstration of environmental impact are critical components of successful eco-branding. Additionally, the article discusses the role of social media and digital marketing in amplifying the reach and influence of eco-brands. By identifying the mechanisms through which eco-branding can shape consumer preferences and behaviors, this article contributes valuable insights for businesses seeking to drive sustainable consumption and for policymakers aiming to promote environmental awareness through consumer markets.

ІННОВАЦІЙНИЙ МАРКЕТИНГОВИЙ МЕНЕДЖМЕНТ КОНКУРЕНТОСПРОМОЖНОСТІ ПРОДУКЦІЇ СОЦІАЛЬНО-ВІДПОВІДАЛЬНОГО ПІДПРИЄМСТВА

The article explored the significant role of innovative marketing management in enhancing the competitiveness of products at socially responsible enterprises in modern conditions of globalization and growing competition, particularly focusing on "Moloko Vitchyzny". The purpose of the article is to determine the impact of innovative marketing strategies on increasing the competitiveness of products and improving the social responsibility of the enterprise. The article delved into the integration of compost production as a novel approach in the process of diversification of production, emphasizing its profitability and effectiveness in addressing environmental issues related to waste utilization. The study highlighted the diversification of activities as a strategic move to expand product range and attract new consumers, thereby solving ecological challenges and improving the company's brand image. This innovative marketing strategy, which incorporates social responsibility and ecological safety, proves to be crucial for achieving sustainable development and maintaining competitiveness in today's market. The research confirmed that adopting such innovative approaches not only aids in surviving market fluctuations but also thrives by meeting the evolving needs of consumers and contributing positively to societal and environmental welfare. Furthermore, the implementation of these strategies underscores the pivotal importance of innovation in marketing and product management for fostering a culture of corporate social responsibility and environmental stewardship. An innovative approach in marketing management that takes into account social responsibility and environmental safety is а key to achieving sustainable development and competitiveness in the modern market. The authors noted that by aligning business goals with societal values, socially responsible enterprises like "Moloko Vitchyzny" not only enhance their market presence but also contribute to the broader goal of sustainable global development, showcasing the integral role of ethical business practices in today's competitive and environmentally conscious market landscape.

Analysis of Fast Fashion Brand Marketing Innovation Strategy- -Taking SHEIN as an example

Analysis of Fast Fashion Brand Marketing Innovation Strategy- -Taking SHEIN as an example

Data-driven innovation and implementation effectiveness of tourism marketing strategies in the digital era

Abstract Tourism marketing strategy is the top priority for all tourist attractions and tourism-related enterprises, and how innovative tourism marketing strategy in the digital era has become the key to improving the competitiveness of attractions and enterprises. This paper uses data mining technology as a basis to study feasible solutions for innovative tourism marketing strategies for scenic spots and enterprises under data-driven. A formalized label representation is used to construct an extended user portrait conceptual model by clustering the tourists’ contextual information using K-means. Tourism marketing targets users based on similarity calculation results, and association rules are used to mine the alignment association rules between tourists’ contextual features and attractions. Combined with the big data framework system Hadoop technology, we have built a tourism marketing platform that is used to analyze the tourism preferences of different tourists and formulate effective tourism marketing strategies. This paper, based on the data-driven tourism marketing strategy, can significantly improve scenic spot traffic. After marketing the Biluo Tower scenic spot in October, the average value of the traffic is up to 20,384 people, compared with the pre-marketing increase of 56.71%. At the same time, the marketing strategy significantly improves the satisfaction of tourists, and after the implementation of the marketing strategy, the satisfaction of tourists in the scenic area generally improves to more than 0.975.

Impulse buying behavior in livestream on Tiktok platform: Role of streamer attractiveness, social presence and sales promotion

The study employs the SOR model to investigate the influence of information quality, social presence, hedonic browsing, cognitive assimilation, and flow state on the impulse buying behavior of youth in Ho Chi Minh City. The paper follows a quantitative approach through a paper-based survey from 300 students in Ho Chi Minh City. The study used PLS-SEM and SmartPLS 4.0 to analyze the data. The findings of the study clarified that attractiveness of streamer, social presence has impact on cognitive assimilation, social presence, sales promotion has impact on flow state and sales promotion, cognitive assimilation and flow state has impact on impulse buying behavior. The study provides theoretical implications about impulse buying behavior and managerial implications to develop innovative marketing strategies for livestream merchants through understanding customer’s impulse behavior on Titktok’s livestream.

ІННОВАЦІЙНИЙ МАРКЕТИНГ ЯК ІНСТРУМЕНТ МЕХАНІЗМУ ВПРОВАДЖЕННЯ КООПЕРАТИВНИХ МОДЕЛЕЙ ЕНЕРГЕТИЧНОГО РИНКУ УКРАЇНИ

The article examines the problem of high concentration and partial monopolization of the Ukrainian energy market, which restrains the development of renewable energy (RES) and prevents the full liberalization of the market. The article examines the implementation of innovative marketing strategies and cooperative models as a way to activate small businesses and households to stimulate RES and increase the country’s energy security. The main emphasis is placed on the need to overcome monopolization through the introduction of ecological and innovative marketing, which will contribute to the sustainable development of the energy industry, reducing dependence on traditional energy sources and improving the investment climate of Ukraine. The work provides an overview of the energy market of Ukraine, its main players and models of cooperatives that can be used to increase the innovative development of renewable energy. Innovative marketing is the basis for the implementation of these models, facilitating cooperation between households, small businesses and key energy companies. The main ideas of innovative marketing for the implementation of cooperatives include: cooperative-local network, price flexibility, simplification of calculations, stimulation of RES without state support. The implementation of innovative marketing involves the use of modern digital platforms, raising environmental awareness and stimulating investments in renewable energy. The proposed approach of innovative marketing in the activities of key players in the market, while creating opportunities for new players in local networks, will strengthen the achievement of sustainable development of the country’s energy system. The purpose of the article is to reveal the organizational characteristics of innovative marketing in the mechanism of implementing cooperative models of the energy market of Ukraine. For this purpose, the use of cooperative local networks as an innovative model of energy resource management is considered, which can help not only to increase competition, but also to ensure the sustainable development of the energy industry in Ukraine due to greater integration of RES (renewable energy sources).

ChatGPT: The AI Game-Changing Revolution in Marketing Strategy for the Indonesian Cosmetic Industry

The Indonesian cosmetic industry has experienced rapid growth in recent years, requiring the adoption of innovative marketing strategies to remain competitive. This article explores the potential of ChatGPT, an advanced AI language model, in revolutionizing marketing strategy within the Indonesian cosmetic industry. Employing a qualitative research approach and thematic analysis, this study investigates AI-driven marketing strategies, product development, personalization in marketing, ethical considerations, and future research directions. The findings suggest that ChatGPT can significantly enhance customer targeting, market segmentation, pricing strategies, and promotion, as well as contribute to product development and personalized marketing efforts. However, ethical concerns and future research directions warrant further exploration in this rapidly evolving field.

РОЗВИТОК ІННОВАЦІЙНИХ МАРКЕТИНГОВИХ СТРАТЕГІЙ НА ФОНІ ВНУТРІШНЬОЇ МІГРАЦІЇ СПРИЧИНЕНОЇ БОЙОВИМИ ДІЯМИ

The article discusses internal migration (caused by hostilities), which is a complex and multifaceted phenomenon that can significantly affect the marketing strategies of enterprises. This aspect requires a detailed analysis in order to understand its impact and identify strategic opportunities. The main problems of IDPs in Ukraine and ways to solve them, key aspects of the impact of internal forced migration and armed conflicts on food security and marketing strategies were considered. Internally displaced persons in Ukraine are an acute social problem caused by the armed conflicts in the east of the country and the full-scale invasion of russia in 2022. Thousands of Ukrainians have been forced to leave their homes to seek safety in other regions. This forced displacement has created many problems that need to be addressed immediately through joint efforts of the state, civil society and international organisations. Analysing the needs and preferences of new market segments created by internal migration, enabling companies to develop products and services that best meet the needs of these consumer groups. The opportunities arising from internal migration, including the emergence of new market niches and business development opportunities, are explored. The analysis of these aspects has allowed us to understand the nature of the impact of internal migration on marketing strategies and to develop effective approaches to adapting businesses to new conditions. It is shown that these challenges can pose serious threats to the lives and well-being of migrants and the local population. The importance of developing innovative marketing strategies based on the analysis of the impact of internal migration and changes in consumer behaviour is considered. The potential of new market segments and strategies for adapting to them is identified. The article also considers the aspects of food security in the context of migration and conflict, showing how marketing can play an important role in overcoming these challenges by helping to inform the public, support local producers, stimulate demand for healthy products and attract innovation in the field of food security.

INNOVATIVE MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS IN BELAGAVI RURAL.

This research explores and evaluates innovative marketing strategies tailored for the unique context of Belagavi Rural's agricultural sector. The study investigates the challenges and opportunities in marketing agricultural products in this specific region, considering factors such as local traditions, consumer preferences, and distribution challenges. By analyzing successful case studies and incorporating insights from key stakeholders, the research aims to identify effective strategies that can enhance the market presence and profitability of agricultural products in Belagavi Rural. The findings of this study contribute valuable insights to marketers, policymakers, and businesses seeking to optimize their approach in rural agricultural markets. Key words: Agricultural products, Belagavi Rural, Marketing strategies, Rural marketing, Innovation

МАРКЕТИНГ В ИНДУСТРИИ МОДЫ: СТРАТЕГИИ ИННОВАЦИОННОГО РАЗВИТИЯ

When forming strategic vectors of innovative marketing development in the fashion industry, it is important to identify the main marketing trends in the development of the fashion industry, which consumers and buyers are expected to observe in the near future, which will shape supply and demand in the fashion world and general trends in economic development, because the fashion industry based on marketing drivers is the engine of economic development, influencing all spheres of activity and business sectors. The fashion industry includes many brands and designers. In order to stand out effectively, it is important to form an innovative marketing strategy that demonstrates the unique style, quality and ideals of the fashion industry.

Copyright and Intellectual Property in Internet Marketing Amid Crisis

Relevance: In the conditions of constantly increasing competition and rapidly changing digital environments, copyright and intellectual property in internet marketing assume particular significance. This is especially pertinent during periods of crisis when businesses are compelled to resort to new strategies and techniques, including the utilization of innovative marketing approaches to sustain their competitiveness.Objective: This article aims to investigate the impact of crisis situations on the utilization of copyright and intellectual property in internet marketing strategies. The primary goal is to analyze and evaluate the effectiveness of applying these rights in the context of crisis and to develop recommendations for optimizing their utilization under conditions of instability.Methods of Analysis: Both quantitative and qualitative research methods are employed in this study. To analyze the state of the issue, literary sources, scientific articles, as well as statistical data on the use of copyright and intellectual property in internet marketing are utilized. Additionally, empirical research is conducted through surveys and interviews with experts in the fields of marketing and law.Findings: The research findings indicate that during crises, companies are compelled to resort to innovative marketing strategies, including the use of content and resources protected by copyright and intellectual property. However, many companies face difficulties in ensuring compliance with legal norms in this context, which may lead to legal issues in the future.Prospects for Further Research: Based on the obtained results, further research is possible on ways to optimize the use of copyright and intellectual property in internet marketing during crisis situations. Additionally, it is important to study the response of legislative bodies to changes in the marketing sphere and to develop predictive models for anticipating potential legal risks.

Analysis of the usage of modern marketing strategies in commercial logistics

In modern marketing, analysing and acting on buyers' needs is very important. Companies try to listen to the opinions of consumers because "they are always right". Marketing for commercial logistics plays an important role. All the goods in the world are transported by air, sea, pipeline, road and rail. Based on this, large logistics companies that need customer orders and customers who need their services use modern marketing strategies to sell their services. The consumer wants the company to do everything for him at the highest level. He does not turn to the first company he meets but evaluates the market and chooses the best one. The success of the company depends on which strategy the company chooses. Therefore, analysing these strategies is important for society, and only after analysing many examples used in the modern world will it not make a mistake in its choice. The research aims to analyse the innovative marketing strategies companies use in commercial logistics to sell their products and services successfully. In total, five modern marketing strategies were analysed, which are diametrically different and, due to their uniqueness, specific to different types of companies.

Analisis Strategi Pemasaran Tanaman Hias Anggrek di Tangerang Selatan: Peluang dan Tantangan bagi Produsen Lokal

This study aims to analyze the marketing strategy of orchid ornamental plants in South Tangerang, especially in the context of opportunities and challenges faced by local producers. Conducted in December 2023, this study took objects from 10 housewives cultivating orchid ornamental plants in South Tangerang City. The method used is descriptive qualitative, by conducting in-depth interviews and observations of local producers to understand the marketing strategies they use, as well as identifying opportunities and challenges faced in marketing their products. The results showed that local producers used a variety of marketing strategies, including local exhibitions, online sales, and cooperation with local florists. However, there are several challenges faced, including limited market access, price competition with imported products, and lack of understanding of digital marketing. In-depth discussions are conducted to evaluate effective marketing strategies and overcome the challenges faced. The implications of this research highlight the importance of developing innovative and adaptive marketing strategies for local producers in the face of increasingly fierce market competition. Recommendations include improving market access through cooperation between local producers, training on digital marketing, and improving local product branding to increase competitiveness in local and international markets. Thus, this research contributes to strengthening the local orchid cultivation sector in South Tangerang.

Analysis of Marketing and Brand Development Strategy of Sports Retail Brand - Take Lululemon as an Example

This article delves into marketing strategies aimed at boosting sales for sports brands, with a specific focus on Lululemon, a prominent international sports brand, as a case study. Through an in-depth analysis of Lululemon's historical challenges and subsequent improvements, we aim to glean valuable insights into effective marketing strategies applicable to the sports brand industry. Lululemon, like many other sports brands, has faced its fair share of obstacles. These challenges often encompass market competition, changing consumer preferences, and the need for innovative approaches to stay relevant. By examining how Lululemon addressed these issues, we can distill practical lessons in marketing. Furthermore, this case study serves as a source of inspiration for developing distinctive and innovative marketing strategies. We will explore various aspects of marketing, from branding and product development to consumer engagement and market positioning. This comprehensive analysis will help identify key areas where sports brands can fine-tune their strategies to enhance sales and brand recognition. In an era of ever-evolving consumer demands and fierce market dynamics, sports brands must remain adaptable and innovative in their marketing efforts. This article seeks to provide valuable insights and actionable recommendations that can empower sports brands, including Lululemon, to navigate the competitive landscape effectively and thrive in the industry.