Marketing Mix Theory Research Articles

Analysis of Young Girls' Eagerness to Spend for Disney Virtual Characters Based on Marketing Mix Theory

A virtual character is a design of a fictitious creature with distinctive characteristics created by people, and Disney virtual characters are those Intellectual Property (IP) images that appeared in Disneyland and Disney movies. This investigation aimed to explore why many younger females are keen to spend money on Disney virtual characters. This paper adopted the Marketing Mix Theory strategy (product, price, placement, and promotion) marketing mix theory, and the SWOT analysis method has been utilized. This paper investigated the relationship between the 4Ps and consumers’ purchasing intentions, and it turned out that unique design and effective promotion in this Disney case would promote consumers’ purchase intention, while the higher price and less accessible placements affect their purchase intentions. Thus, the high price and limited places somewhat inhibit customers' desire to buy, due to the attractiveness of the product itself and the promotion on the internet, the target consumers are still willing to consume.

Using Marketing Mix Theory and SWOT to Analyze the Marketing Strategy of Coconut Know

The tide of the Internet age is quietly changing the habit of consumers and the mode of market. Coconut Know takes health and sugar-free as its core selling points and applies internet innovative thinking to open up the situation in the coconut beverage industry. With the fiercer competition in this newborn market, the future of Coconut Know might not be as bright as it is now. The purpose of this paper was to discover the correct way for sustainable development. This paper applied Marketing Mix Theory to analyze the current situation of Coconut Know, meanwhile combining it with the SWOT analysis to evaluate the condition comprehensively, focusing on the long-term development and the challenges faced by the ever-expanding market. This research concluded that high-quality products, effective pro-motions, rising consumer power, positive policies, and the industry outlook are the strength, and strong opponent, single placements, and substitutability is the weakness. Thus, Coconut Know should seize the opportunity, meanwhile, watch out for the threats that opponents may bring.

Investigating the Generation Z’s Online Purchase Intention of the Palace Museum Cultural and Creative Industry

Today, with the rapidly developing cultural and creative industry and online consumption, the Palace Museum is a proud symbol of China. Cultural and creative products from the Palace Museum have progressively become the fashion of Generation Z. In order to investigate the online purchase intentions of cultural and creative products from the Palace Museum under the consumption idea of Generation Z, this article made use of the SWOT analysis approach and the Marketing Mix Theory with the 4Ps aspects (product, price, promotion and place). Collecting and analyzing existing online data and phenomena. Based on the SWOT analysis, this paper was concluding that the purchase intention of the Z generation group is affected by the aesthetics, practicality, and other aspects of the product. What’s more, the results also showed that the "experience" and "cost performance" are the biggest factors affecting the purchase intention of the Z generation group. Finally, the contribution and suggestions of this paper would be discussed in detail below.

The Digital Marketing Strategy of Beauty Cosmetics Brands in The Post-epidemic Era

Due to the impact of the COVID-19 pandemic, various industries have experienced a short period of sluggish consumption and a decline in sales. At the same time, the beauty industry, which is characterized by its main sales and promotion channels being online, has encountered certain setbacks as well as new development opportunities. This paper focused on the post-epidemic era, taking the beauty brand Perfect Diary as an example, and using SWOT analysis to explore how beauty brands can adjust their digital marketing strategies to break through the existing marketing dilemma and gain marketing advantages. As a new beauty brand in China, Perfect Diary achieved rapid growth at its inception, but sales have been declining year on year since its launch, which is directly related to its marketing problems. Using Perfect Diary as the research object can clearly and intuitively analyze the relationship between product, price, place, promotion and consumers' purchase intention to buy under the guidance of the Marketing Mix Theory, which is a reference for other beauty brands on how to adjust their marketing strategies in the post-epidemic era.

Possible Solutions for Minorities to Break Down the Block from Empire Firms: Case Study of McDonald’s

This paper focused on investigating McDonald's' globalization process and the strategies that McDonald's implemented to become the global fast-food industry. Investigators launch several scientific and systematic approaches to discover the most relevant results; in this paper, the Marketing Mix Theory and SWOT analysis were implemented. By launching these practical methods, investigators can conclude comprehensive views on McDonald's' inner and external market circumstances, and investigators suggest that McDonald's showed a competitive advantage in its Price, Product and Place. However, Promotion was one of the most significant weaknesses that McDonald's cannot avoid. Thus, McDonald's should develop its menu and marketing focus on healthy food selling, and properly utilize its robust funding and matured supply chain to encounter its weaknesses, develop strengths, seek opportunities, and avoid the threat by launching these strategies steps by steps, so that McDonald's can maintain its dominating role in the global market and have further development in the prospective future.

Celebrity Beauty Brand Digital Marketing Strategy：A Case Study of Fenty Beauty

Rihanna began a trend of celebrity-owned beauty brands by inaugurating Fenty Beauty in 2017. As an outstanding celebrity brand, Fenty Beauty has generated $100 in its first 40 days. Its success is greatly determined by its marketing strategies. This study focuses on the interaction between the rise of social media and marketing strategies. It is important to understand the current global cosmetics industry. Due to the rise of social media, the global beauty market utilizes it as a key marketing tool. Fenty Beauty, a celebrity-owned beauty brand, explores the possibilities of digital marketing and the application of celebrity endorsement. The launch of Fenty Beauty challenged legacy conglomerates by turning the beauty industry online. The brand's mission is to provide beauty for everyone and promote diversity, acceptance, and inclusivity. This paper will further analyze Fenty Beauty and its marketing strategies by using SWOT (strengths, weaknesses, opportunities, threats) analysis and marketing mix theory (product, price, place, promotion) through a new e-marketing lens.

Using SWOT Analysis Of Jellycat's Explosion In China's Youth Market

This article was based on the fact that previous scholars have mostly studied the healing function of plush toys in postoperative rehabilitation, but there is little discussion of the healing economy. So, this paper aimed to examine why Jellycat is so popular among young Chinese in the 21st century, amidst rising stress and loneliness. The qualitative data were collected through websites. The analysis was developed based on the Marketing Mix Theory, where a SWOT analysis was conducted for the product, price, price, and promotion of Jellycat. The research resulted reveal that product and promotion have a huge impact on consumers' purchase intention, whereas price has little impact on it, which is reliant on whether the price is equal to quality. This paper suggested that Jellycat should protect its IP property rights and adopt the emerging sales method - live sales, lower the selling price of large-size dolls and use combination selling prices for pop-up dolls.

Market Scene of China’s Cultured Meat Market Over the Next Five Years

In recent years, cultured meat has blown a craze all over the world and has become popular in many European and American countries. China is also vigorously developing the cultured meat industry and has also achieved initial results. The goal of this research was to look at the Chinese cultured meat business over the next few years. To figure out the Chinese cultured meat market, this paper mainly applied the marketing mix theory and SWOT analysis tool to comprehensively analyze the internal and external factors of cultured meat from the perspective of consumers. This research concluded that the future development of cultured meat in China is still objective, but a lot of promotion needed to be done in the induction stage of the cultured meat product life cycle to improve the acceptance of consumers. More importantly, let the cultured meat technology mature as soon as possible since this is the main factor affecting the acceptance of consumers.

Analysis of Chanel's Marketing Under The Global Epidemic and Consumption "Younger"

In the era of gradually "younger" consumption, luxury goods are still a category of products sought after by consumers, and Chanel is one of the many sought-after luxury brands. The purpose of this article was to explore what advantages Chanel has in marketing to secure its position in luxury goods and how Chanel can better develop in the future in the context of "younger" consumption and the global impact of the Corona Virus Disease 2019. This article utilized the Marketing Mix Theory in the SWOT analysis method to analyze Chanel. This article concludes that Chanel has the characteristics of high-quality products. This meets the needs of different consumers and can gain customer loyalty to a large extent. However, the target group of the product is locked, which makes the male customers the potential to lose. The means of promotion is too single, and the market positioning of place is too It is too limited. As a result, the consumer group does not increase but decreases, and there are problems in the location of publicity and physical stores, which will lead to the loss of potential customers.

Analysis of Factors Lead to the Success of Sexy Tea

Since 2018, many people have been obsessed with Sexy Tea, a well-known milk tea chain brand that originated and is rooted in Changsha but recently expanded into new markets that opened new stores in Chongqing, Wuhan, and Nanjing. The fans of Sexy Tea are willing to wait for six to eight hours just for a cup of milk tea. What is Sexy Tea’s charm? Why are people so crazy about it? The purpose of this research was to detect the reasons behind Sexy Tea’s success. This research paper adopted the marketing mix theory to analyze Sexy Tea’s present business strategies including price, promotion, place, and product. In addition, based on SWOT analysis, this paper fully analyzed the strengths, weaknesses, opportunities, and threats of Sexy Tea, which can help the brand to formulate further relevant business strategies. At last, the research result can help Sexy Tea make reasonable improvements and become a better representative Chinese milk tea brand.

Analysis of Customer’s Intention of Meituan Delivery

Nowadays, with the Internet's explosive growth in the twenty-first century, online shopping appeals to customers since it is more convenient. In 2019, with the emergency of the COVID-19 pandemic, there are more customers now choosing online food delivery platforms. Therefore, the number of users of Meituan is increasing. In this case, the study aimed to examine how the Marketing Mix Theory (Price, Product, Place, Promotion) affects customers’ attention to use the online delivery platform by using SWOT Analysis. This paper further developed previous studies by analyzing customers’ intentions during COVID-19. The study’s findings indicated that the four factors Marketing Mix theory (product, promotion, price, and place) all have a significant impact on customers’ purchasing intention on Meituan Delivery during COVID-19. However, with a better situation of COVID-19, there will be fewer customers choosing an online delivery platform. Thus, it is recommended that online delivery platform should increase their promotions to promote customers’ intentions more.

Analysis the Marketing Strategy of Royal Canin - Based on SWOT Analysis

The pet food industry has grown rapidly in recent years due to the growing trend of pet ownership among Chinese people. Various pet food brands are emerging and the competition is fierce. The purpose of this paper was to explore how Royal Canin can better attract consumers to buy. This paper took the Marketing Mix Theory as the theoretical basis and applied SWOT analysis to the study. The relationship between price, place, product, promotion, and purchase intention, and the strengths, weaknesses, and situations faced by Royal Canin are examined. This paper concluded that product features and multiple sales channels that meet consumers' needs will increase consumers' purchase intention, while prices beyond expectations and less promotion will reduce consumers' purchase intention. Thus, Royal Canin needs to expand its market share and enhance brand appeal by developing high-quality, cost-effective products and media campaigns. This paper provided references and new research ideas and perspectives for other researchers in this field.

Analysis of the Influential Factors on the Consumers’ Purchase Intentions of POP MART

Fashion toys are a multi-element concept that incorporates art, design and painting, The POP MART (PM) become one of the most fashionable toy brands worldwide. This paper examined the reasons that PM 's blind box products have become very popular in recent years, in terms of marketing mix theory, and why more and more young people are also becoming more willing to buy blind boxes. In addition, this paper used SWOT to conduct a comprehensive analysis of PM, which showed that PM not only has unique advantages in terms of product IP, such as cooperation with well-known brand IP, but also analyzed the trend chart of the blind box market, which clearly shows that the blind box market has the potential to grow, so if PM wanted their products to become better and attract more young people's attention, they need to constantly improve their marketing and product IP, and design better blind box products for their customers, and eventually broaden their business.

The Use of Tiktok in Increasing Brand Awareness (Case Study on Mie Gacoan Followers in Medan)

The rapid development of internet technology, anyone can use it, anywhere and anytime without knowing boundaries. The development of the internet can also trigger emergence of various new social media, such as TikTok. TikTok itself is a social media platform that focuses on being a forum for video creator content communities, where each user can share their experiences and information through videos of a certain duration. In this study, the marketing mix theory and Uses and Gratification theory are used, which with these two theories will solve the problem of using TikTok in increasing brand awareness. The research method used is qualitative research, data obtained by interview and observation. From the results of research that has been researched, the TikTok Mie Gacoan account really utilizes the use of the TikTok application well and also in the application of marketing communications with the promotional mix is quite efficient and also effective for increasing brand awareness of the Mie Gacoan brand itself.

Solutions for The Lack of Social Attention on The Chinese Women's Basketball Team

The Chinese women's basketball team is one of the most important women's sports organizations in China. It maintained a high ranking in international competitions for decades, but there is a lack of social attention to it. The purpose of this paper was to discuss the cause of this situation and provide solutions to increase social attention on the team to benefit the future development of the women's basketball industry in China. This paper reviewed the marketing mix theory from past research and determined the relationships between each factor of the theory and the customer purchase behavior. Current situation evaluation and future development strategies of the team were performed using SWOT analysis. This research concluded that instead of "strength" which is the internal superiority of the team, all of the three factors: weakness, opportunity, and threat have an impact on the social attention of the team. Thus, the absence of enough exposure was directly linked to the lack of social attention to the team. As a newly introduced communication channel, the role and application of social media exposure within the field of social attention will be later discussed.

Strategies to Promote the Chinese Basketball Association

CBA league is the highest-level basketball league in China. In recent years, the CBA league has faced many difficulties, such as how to ensure its exposure and popularity in the post-epidemic era. Especially after the emergence of COVID-19, the ticket revenue of the CBA league has been greatly reduced; After the emergence of the National Basketball Association and even the National Basketball league, the influence of the CBA league declined. This research aimed to discuss how to enhance the influence and popularity of the CBA league in the Chinese market. This article went through the analysis of Marketing Mix theory, according to the actual situation of the CBA league, from the four elements of the Marketing Mix theory in the analysis of the CBA league on these elements of consumer impact degree. At the same time, this article applied the SWOT analysis method, respectively from the internal and external advantages and disadvantages of CBA league analysis. The conclusion of this exploration was that the CBA league has great advantages in the two aspects of place and product, but under the influence of reality, there were different negative effects on promotion, place, and product. Therefore, the CBA league needs to be changed from inside to outside under the current background.

Strategi Promosi Dengan Model K-pop Untuk Meningkatkan Penjualan Pada E-commerce Tokopedia

The more advanced the era of technology is also increasingly sophisticated and old habits are abandoned and switch to new habits. One of them is shopping habits, since the introduction of the internet and android, buying and selling activities are easier with the existence of e-commerce. E-commerce is a type of business that allows companies or individuals to buy or sell goods via the internet (online). And one of them is Tokopedia. In recent years, many e-commerce companies often use Korean artists because young people's interest in the influence of Korean culture is very strong. Therefore, researchers want to try to explain why they use brand ambassadors from Korea and how they succeed in carrying out these marketing strategies. This research uses marketing communication theory and marketing mix theory. These theories help researchers to conclude a marketing strategy phenomenon by using Korean artists as brand ambassadors. The method used is qualitative with a phenomenological approach. Researchers approach the data with observation and in-depth interviews to find out a phenomenon of human interest in following a cultural current. data analysis using SOSTAC theory, namely Situation analysis, Objectivities, Strategy, Tactics, Action and Control. The conclusion obtained by the researcher is that the use of e-commerce marketing with Korean artist brand ambassadors can attract consumers, especially young people.

STRATEGIES FOR DEVELOPING HAJJ AND UMRAH TRAVEL IN THE PANDEMIC ERA: A STUDY BY DUTARIZKIA TOUR AND TRAVEL IN DEPOK

The results of the analysis concluded that Depok and Umrah Tour and Travel applied word-of-mouthstrategy as the main strategy, applying geographic segmentation, demographic segmentation, andpsychographic segmentation as a mapping strategy; single-focus (niche) marketing targeting strategy; andpositioning strategy is “best service”. Mixed with marketing mix theory (1) product: formulating a newproduct, namely gold savings; (2) price: “at the market”; (3) promotion: actively using social media andmaintaining relationships with alumni and partners; (4) distribution: housing and services forimplementing employees can be carried out at the office or at home visits. Dutarizkia Tour and Travelformulates to serve products that are useful for prospective pilgrims. This activity is supported bypromotions on social media and continuing ongoing relationships with alumni and partners.

Strategi Pemasaran Pengembang Perumahan Saat Pandemi Covid-19 di Kota Bandar Lampung

<p><em>Lampung is in the top ten lowest positive cases of Covid-19 in Indonesia from June 2020. Even so, the Covid-19 pandemic still affects people's interest in buying a house. Amid the pressure of the pandemic, real estate developers must be able to maintain their business continuity through a good marketing strategy. The study aims to determine the marketing strategies carried out by housing developers during the Covid-19 pandemic in Sukarame, Bandar Lampung. The research method used is qualitative with descriptive analysis techniques. Four aspects of the marketing mix theory, namely product, price, promotion, and place, are used as variables in the study. Of the four aspects, only product aspects are not affected by pandemic conditions. Developers are still using the same marketing strategies as before the pandemic. Even so, developers are still carrying out new marketing strategies through online media to get consumers during the Covid-19 pandemic.</em></p>

Strategi Pemasaran Produk Pembiayaan Murabahah Di BMT Buana Mas Arcawinangun pada Masa Pandemi Covid-19

This study aims to examine the marketing strategy carried out by Baitul Maal Wat Tamwil (BMT) Buana Mas Arcawinangun. The type in this research is field research with a qualitative approach, while the data collection techniques are carried out by observation, interviews, and documentation. For data analysis, descriptive qualitative by describing various reports encountered during the research process. The results of this study indicate that the marketing strategy carried out by BMT Buana Mas Arcawinangun has four strategies, namely the strategy of picking up the ball, targeting Funding Officers, holding a Healthy Walk Event Once a Month (Distributing Brochures), and visiting the Majlis Taklim Association or Recitation. While the application of marketing for murabahah financing products generally adheres to the 4P marketing mix theory, the marketing mix consists of 4Ps, namely: production (product components can be in the form of variety, quality, design, packaging, and form of service), price (price components can be in the form of price quotes, discounts, payment terms, and credit terms), location (location components can be distribution channels), location, inventory, transportation, and logistics) and promotions (promotion components can include advertising, personnel sales, public relations, direct selling, and promotions).