Marketing Mix Research Articles

Mayora: launching Coffee Joy

Learning outcomes This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can be identified as follows: understand the different categorisation in the biscuit market; analyse the basis of consumer segmentation in the biscuit market; analyse the marketing mix strategy of a firm; and highlight the importance of positioning. Case overview/synopsis Rao, the Director (Marketing) of Mayora India Private Limited, was in dilemma as to how to position Coffee Joy biscuits in the Indian market. The Indian market was intensely competitive with major players like Britannia, Parle and ITC capturing a major share of the market. Should he consider the only the south Indian market based on geography?” Or “Should he target the modern aspirational youth of the country who frequent “Starbucks”? Complexity academic level This case is appropriate for the use in postgraduate course on Marketing particularly on “Segmenting-Targeting-Positioning” (STP) module. The science of STP lies in the collection and analysis of market knowledge and research to understand consumer’s mind, whereas its art lies in generating various implementable alternatives so that the brand can find a place in the hearts and minds of consumers. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.

Resilience and Recovery: MSME Marketing Mix Strategies Amidst the Covid-19 Pandemic

The Covid-19 pandemic has had a significant impact on the MSME (Micro, Small and Medium Enterprises) sector. Although the pandemic has caused most sectors to experience huge losses, SFC Dobel Tree as one of the MSMEs in Bojonegoro Regency is able to survive and be able to develop its business until after the pandemic. The right marketing strategy is important for MSMEs to maintain their existence. Therefore, this study was conducted to evaluate the Marketing Mix Strategy used by SFC Dobel Tree after the Covid-19 pandemic. The purpose of this study is to describe the Marketing Mix carried out by SFC Dobel Tree after the Covid-19 pandemic. This research uses a qualitative descriptive method with interview techniques and direct observation. The results showed that SFC Dobel Tree implemented through segmenting, targeting, and positioning (STP) to target its target market and implemented its marketing strategy by establishing a marketing mix and successfully overcoming challenges during the Covid-19 pandemic. The strategy includes product, promotion, people, process and physical evidence.

Empirical Study on the Impact of Service Quality Dimensions on Satisfaction of Students: With Reference to Executive Coaching’s of Kota

Purpose: The purpose of this study is to see how the service quality elements affect student satisfaction in private coaching institutes of Kota District. This research unifies, refines, and extends the empirical work undertaken in the field of education service quality in the coaching institutes of Kota, in addition to acknowledging the critical roles of service quality in boosting student satisfaction. It has a number of implications for managers at these coaching institutes, including the importance of strategies related to increasing service quality which will effect the satisfaction level of students. Objective: As one of the first attempts to explore empirically the impact of the service quality approach on student satisfaction this research adds to academic and practical knowledge. The study aims to investigate the relationship between service quality and student satisfaction of private coaching institutes. It also aims to study the Impact of Service Quality on Student Satisfaction of private coaching institutes. The overall study aims to identify the service quality factors leading to student satisfaction. Methodology: The study is based on Empirical research The independent variables in the study are the factors of service quality like Tangibility, reliability, responsiveness, empathy and assurance, while the dependent variable taken for the study is student satisfaction. A quantitative method is used to analyse the data collected through structured questionnaires which was administered in five coaching institutes in Kota: Allen Career Institute, Resonance, Bansal Classes, Aakash, and Vibrant Academy. Data was collected from 400 respondents (384 According to Morgan formulae and 16 as contingency respondents). Stratified simple random sampling method was used to collect the reliable data. The Data was analysed using Statistical tools like correlation and regression analysis. Results: The results shows that all the independent variables are highly correlated with the dependent variable which shows that each element of service quality has an impact on the satisfaction level of the students enrolled in the private coaching institutes of Kota. The Regression analysis concludes that there is a positive impact of tangibility, reliability and assurance on students’ satisfaction and there is a negative impact of responsiveness and empathy on the satisfaction of students of the private coaching institutes. Further, the study gives important guidance for future research opportunities, such as investigating the impact of the marketing mix approach on other coaching institutes' performance criteria.

Strategy and Marketing Communication of Islamic Educational Institutions

Competition in the world of education is one of the challenges for Islamic educational institutions in Indonesia. One solution to face these challenges is the existence of educational marketing activities in order to maintain the existence and increase the growth of educational institutions. The aim of this research is to describe the marketing strategy and communication process of educational institutions in promoting the excellence of their respective institutions. The research method used is a literature study using a descriptive approach to understand the concept of marketing strategy and communication for Islamic educational institutions. The research results show that when selecting a marketing strategy you can use a marketing mix strategy. In the marketing mix there are seven important elements, namely 7p: Product, Price, Place, Promotion, People, Physical Evidence and Process. Apart from that, you can also use a differentiation strategy. A differentiation strategy is a strategy that seeks a difference in educational institutions so that they can compete with other educational institutions. In implementing the differentiation strategy, there are several activities that can support the achievement of differentiation, namely unique academic programs, focus on certain fields, superior facilities and infrastructure, quality teachers, industry connections and job opportunities as well as an active learning approach. Components in marketing communications include several elements, namely source or communicator, message, media, recipient, effect and feedback.

MARKETING DIGITAL: UMA ABORDAGEM CIENTÍFICA PARA O SUCESSO EMPRESARIAL NA ERA DIGITAL

This article aims to analyze the importance of digital marketing tools as a competitive advantage for organizations. The specific objectives were: to present the historical evolution and concepts of marketing; highlight the components of the marketing mix; and identify the most effective digital marketing strategies in the information age. Despite its great importance, the topic is still underexplored in the field of Business Administration. This study is a literature review. The research was conducted online through articles indexed in the electronic databases SCIELO and Google Scholar. The following search terms were used: companies, competitiveness, digital marketing. Regarding the content developed, it can be concluded that the objectives and the research problem were successfully achieved, as the literature review demonstrated that digital marketing tools play a crucial role in strengthening organizations. The analysis showed that these tools not only increase the visibility and reach of brands but also foster a closer and more engaged relationship with consumers. Furthermore, it became evident that the personalization of strategies, based on concrete data, results in more effective and targeted campaigns.

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

Leveraging Big Data and AI for Optimizing Digital Marketing Strategies: A Data-driven Approach

In this paper, the author discusses how big data and AI can improve the rate of conversion, engagement, and ROI in digital marketing through ’big data’ techniques in improving the effectiveness of the marketing mix. In this study, by counting and comparing campaigns from different industries, the researcher establishes that three strategies facilitated by AI have a positive impact on marketing- predictive analytics, real time personalization and segmentation. Findings further show that some industries such as e-commerce and the financial industry benefit most from these technologies, yet in other areas like the healthcare industry, regulatory issues prevent substantial results. The insights reveal how embedding of AI in the digital marketing strategy give companies a competitive advantage while the aspects of ethics such as data protection cannot be overlooked. Finally, the research study calls attention to the role of AI and big data in developing better, engaging, and relevant digital marketing solutions.

The Influence of Causal Factors in Women's Decision-Making to Undergo Cosmetic Surgery in Chiang Mai Province, Thailand

Women and beauty go together. Plastic surgery is one method that women use to enhance their appearance. Improve yourself to be more beautiful. Affects reliability and career opportunities, research objectives To study the causal factors that influence women's decision to undergo cosmetic surgery. Sample group of Thai women aged between 20 and 60 years.ai Province who Province, ergone cosmetic surgery at least 1 time, a toonce 360 people were systematically randomly selected. The instrument was a 5-level estimation questionnaire, 1 copy, with a reliability value of the questionnaire equal to .964. Resto.964esults It was found that 1) trust in entrepreneurs Service quality The marketing mix and decisions for cosmetic surgery are at a high average level and 2) level,t in enttrustneurs Service quality and the marketing mix has a directhavefluence on the decision to have cosmetic surgery among women in Chiang Mai Province, Thailand. Therefore, beauty business entrepreneurs must build trust. Providing quality service reasservice andproducts and prices To make more Thai women decide to have cosmetic surgery.

Analisis Pengaruh Penerapan Strategi Bauran Pemasaran terhadap Keputusan Pembelian pada UMKM Serba Nanas Alam Sari Subang Jawa Barat

UMKM One of the producers in Subang offering processed pineapples is Serba Nanas Alam Sari. Processed pineapple sales are erratic. Businesses must create a strong marketing mix strategy in order to overcome consumer preferences and market rivalry. The purpose of this study is to examine how purchase decisions at Serba Nanas Alam Sari UMKM in Subang, West Java, are affected by the application of a marketing mix approach. In order to collect data for this study, 100 UMKM customers were given questionnaires. Mixed methods were used in this research. The techniques employed for gathering data included surveys, interviews, documentation, and observation. A Likert scale is used for variable measurement, and MSI is used to alter it. Multiple linear regression data analysis was used to ascertain the impact of place, promotion, price, and product variables on consumer purchase decisions. The study's findings indicate that the significant value is less than 0.05, indicating that purchase decisions are influenced by product, price, place, and promotion all at the same time. With a result of 1,042, the product variable has the biggest impact. This is due to the product's variety, good taste, and guaranteed product quality. The variables that affect promotion, pricing, and location are next in line. Based on the study's findings, Serba Nanas Alam Sari UMKM can benefit from an efficient marketing plan that combines quality products, competitive pricing, effective distribution, and eye-catching promotions to influence more customers' purchases.

Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Konsumen pada Produk Sayuran Organik (Studi Kasus Super Indo Q Square Bogor)

Super Indo Q Square in Bogor Regency is one of the Super Indo branches, a retail company established since 1997. To maintain competitive advantage, the company employs a marketing mix strategy encompassing price, product, promotion, location, people, process, and physical evidence. This study aims to examine the impact of this marketing mix on consumer purchasing decisions and satisfaction levels. The research method employed accidental sampling with 100 respondents, gathering both primary and secondary data through questionnaires, observations, interviews, and literature reviews. Data analysis utilized Multiple Linear Regression, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The results indicate that (1) Price, product, location, people, process, and physical evidence significantly influence consumer purchasing decisions. (2) The level of customer satisfaction at Super Indo Q Square Bogor reached 83,82%, It shows a high level of satisfaction and the results of the total level of conformity obtained from all dimensions of 93%, meaning that the conformity value is still insufficient to reach 100%.

The Influence of The 7P Marketing Mix Strategy and Digital Marketing on Car Purchasing Decisions at PT. Hadji Kalla Toyota Palopo Branch

Marketing mix helps companies design marketing strategies by paying attention to product, price, distribution, and promotion, while digital marketing uses digital technology to reach consumers directly, both work together to create brand awareness, influence consumer perceptions, and facilitate the purchasing process, influencing purchasing decisions consumers positively. This research aims to determine the influence of 7p marketing mix and digital marketing on car purchasing decisions at Pt. Hadji Kalla Toyota Palopo Branch, either partially or simultaneously. The research approach used in this research is a quantitative approach, namely a direct survey using data collection through questionnaires and observation. The research results show that (1) Marketing mix has no effect on purchasing decisions, with a calculated t value of the marketing mix variable of 1.201 < t table value (1.678) and a sig. 0.312 > 0.05. (2) Digital marketing has a significant positive effect on purchasing decisions, with a calculated t value for the digital marketing variable of 2.553 > t table value of 1.678 and a sig value. 0.014 < 0.05. And (3) Marketing mix and digital marketing simultaneously (together) have a significant effect on purchasing decisions with a calculated F value of 20.233 and a significance of 0.000 < 0.05.

Pengaruh Strategi Marketing Mix Terhadap Keputusan Pembelian pada Alyasini Mart Rembang

In keeping up with the development of the lifestyle of the surrounding residents. As well as business strategy movements such as minimarkets such as Indomart and Alfamart that are familiar everywhere, performance efforts to retain Alyasini Mart minimarket consumers are very important in order to plan the overall marketing communication program process or marketing mix. This study aims to explain the influence of marketing mix strategy on purchasing decisions at Alyasini Mart Rembang, and among the variables are products, prices, promotions, locations. To measure the above influence, the researcher used a quantitative approach with a sample survey type, this study was 100 respondents who were consumers of Alyasini Mart. The data analysis used is analysis with multiple regression analysis, validity test of classical assumption test, hypothesis test (T and F test) with the help of spss, the results of this study show that product variables partially have a positive and significant effect on purchase decisions. Price partially has a positive and significant impact on purchase decisions. Promotions partially have a positive and significant impact on purchase decisions. Places partially have a positive and significant influence impact on purchase decisions. Marketing Mix (Product, Price, Promotion, Place) simultaneously has a positive and significant influence on purchasing decisions at Alyasini Mart Rembang.

Strategi Bauran Pemasaran dalam Meningkatkan Volume Penjualan pada Intentions Coffee: Studi Kasus di Kota Pare

This research aims to analyze the marketing strategies used by Intentions Coffee in Pare City to increase its sales volume. This research method uses a descriptive qualitative approach. The sample determination was carried out purposively by analyzing the 7P marketing mix strategy (product, price, place, promotion, pople, physical evidence, process) that had been determined. This research also uses SWOT analysis (Strength, Weakness, Opportunity, Threat). SWOT analysis is used to evaluate the impact of strengths and weaknesses on the company's environment as well as opportunities and threats on the company's external environment. By analyzing using the SWOT method, it can produce several alternative strategies for making the right decisions to carry out. The results of this research show that Intentions Coffee has an internal strength of 1.86, a weakness of 0.96, an opportunity of 1.38 and a threat of 1.47. In the SWOT analysis diagram, Intentions Coffee is in quadrant position 2 (two) which can support a diversification strategy by optimizing the strength of the threats it has.

Determinan Kepuasan Wajib Pajak UMKM Terhadap Penggunaan Jasa Konsultan Pajak

This research aims to examine the influence of reliability, responsiveness, guarantee, empathy, physical evidence, flexibility and price factors on satisfaction with tax consultant services. This research uses a quantitative approach with survey methods and questionnaire techniques distributed to MSME taxpayers in Indonesia who have used tax consultants. Data were collected using convenience sampling techniques, the sample obtained was 330 respondents who were analyzed using SEM-PLS with SmartPLS 3. Based on hypothesis testing, the research results showed that reliability, responsiveness, guarantee, empathy, physical evidence, flexibility and price had a positive and significant effect on satisfaction with tax consultant services. This research uniquely combines both the SERVQUAL model framework and the marketing mix to evaluate and provide a comprehensive analysis of the dimensions of service quality and marketing strategies on MSME taxpayer satisfaction in using tax consultants.

Pengaruh Bauran Pemasaran Terhadap Keputusan Menjadi Anggota di BMT Al-Ishlah Kota Jambi

The purpose of this study was to determine whether the marketing mix consisting of product, price, location, and promotion has a significant effect on the decision to become a member of BMT Al-Ishlah Jambi City. The method and type of research used is quantitative influence. The research was conducted at BMT Al-Ishlah Jambi City because it is easy to collect data and obtain research permits, support for academic research and a sufficient population of 564. The sampling method used was simple random sampling, so that 85 samples were obtained. The research instruments used documentation and questionnaires. The data processing and analysis methods used in this study include descriptive analysis, validity and reability tests, data analysis and hypotesis testing. The results showed that the product, location and promotion variables partially had No. significant effect on the decision to become a member of BMT Al-Ishlah Jambi City, while on the price variable partially had a positive and significant effect on the decision to become a member of BMT Al-Ishlah Jambi City. And simultaneously, the variables of product, price, location, and promotion affect the decision to become a member of BMT Al-Ishlah Jambi City.

Marketing Communication Strategy of Youth Works Breakfast Week (Pasar Kamu) in Increasing Local Tourist Visits in Kampoeng Lama Tourist Village, Deli Serdang Regency

This research aims to analyze the marketing communication strategy and analyze the obstacles of the marketing communication strategy of the Youth Works Breakfast Week (Pasar Kamu) in increasing local tourist visits in Kampoeng Lama Tourism Village, Deli Serdang Regency. This research uses constructivism paradigm with descriptive method and qualitative approach. The results of this study are that the marketing communication strategy of Pekan Sarapan Karya Muda (Pasar Kamu) in increasing local tourist visits at Kampoeng Lama Tourism Village, Deli Serdang Regency is by implementing marketing communication with the application of a marketing mix consisting of personal selling, advertising, as well as public relations, publicity and viral marketing. Through personal selling, managers and traders play an active and direct role in promoting to visitors who come Pasar Kamu. Advertising carried out by Pekan Sarapan Karya Anak Muda (Pasar Kamu) in collaboration with Metro Kampung as print media to promote activities that take place at Pekan Sarapan Karya Anak Muda (Pasar Kamu). Pasar Kamu's public relations role does not have a big impact because there is no public relations field. However, with the publicity carried out by Pasar Kamu to reach its target audience such as using goodie bags produced to do marketing with the public. There is viral marketing where visitors take the initiative to spread content containing information about Pasar Kamu on their Instagram and Tiktok social media accounts so that it becomes viral and succeeds in increasing tourist visits to Pasar Kamu

Pengaruh Penerapan Marketing Mix terhadap Minat Nasabah Pada Investasi Emas di Bank Syariah Indonesia KCP Surabaya Diponegoro 2

Marketing Mix is a marketing activity that is integrated and mutually supports each other. This means that the marketing mix is used by the company to achieve its goals in the target market. Meanwhile, Sharia Marketing is a strategic business discipline that directs the process of creating, offering and changing value from an initiator to its stakeholders, which in the entire process is in accordance with the contract and principles of muamalah (business) in Islam. So, the purpose of this research is to measure the desires/interests of a customer based on interest in a gold investment product by implementing marketing carried out by employees. This research uses quantitative descriptive research methods. Research methodology is a rational, empirical and systematic way of scientific thinking used by researchers in a scientific discipline to carry out research activities. The results of this research show that: The implementation of the Marketing Mix at BSI KCP Surabaya Diponegoro 2 is included in the good category, as evidenced by the results of descriptive statistical analysis of 89% and customer interest in gold investment is also in the good category of 88%. Based on the T Test results, the calculated t value was 3.856 and the Sig. of 0.001. So, because the calculated t value > t table is 3.856 > 2.048 and the Sig. namely 0.001 < 0.05, then H0 is rejected and H1 is accepted, which means that partially there is an influence between (X) and (Y). Based on the R test results, the R Square value analysis results were 0.347. This value shows that the effect of implementing marketing mix on customer interest is 34.7%.

Navigating Competitive Waters: Marketing Mix, Strategic Branding and Growth in Private Higher Education

The entry of many private higher education institutions (HEIs) into the tertiary education industry in Sri Lanka has been conducive to a high degree of rivalry among competitors. Amid this rivalry, the private sector HEIs have realized the importance of designing and implementing strategically planned sustainable growth for institutions to provide value for their stakeholders. This study tested a theoretical model that includes two influencing factors– marketing mix strategy and strategic branding, and one moderating factor–competition, hypothesized to influence the performance and growth of HEI. Respondents (n = 322) from existing HEIs were surveyed to measure the key constructs. A multilinear regression supported a fit of data to the model. The study empirically revealed that marketing mix strategies designed and implemented by the HEIs do not positively influence the performance and growth of the institution. At the same time, strategic branding is a significant factor in influencing performance and growth. Moreover, the relationship between the marketing mix strategy and sustainability and the relationship between strategic branding and sustainability were moderated by the degree of rivalry that impacts the growth of the HEI. These results provide evidence to validate prior theories grounded in literature.

Unveiling game meat: an analysis of marketing mix and consumer preferences for a forest ecosystem product

This study explores the dynamics of the game meat market, with a particular focus on venison and wild boar meat, to assess the impact of a nuanced marketing mix and strategy grounded in a comprehensive customer analysis. By conducting three pivotal research studies—namely, the Omnibus Survey (2022) and Consumer Market Analysis Polls (2021 and 2023)—and analysing their data, this research comprehensively analyses buyers’ preferences, motivations, and purchasing patterns. This paper is guided by three research questions aimed at examining the relationship between the game meat consumption and engagement in forest ecosystem services, including forest visitation, the sociodemographic characteristics of consumers and the criteria for market segmentation. The analysis focuses on identifying factors influencing the game meat consumption and examines how these factors may influence consumer behavior over time. It also explores the implications for the development of marketing strategies, based on Michael E. Porter’s approach, which is discussed in detail. Additionally, the research evaluates the role of game meat within the context of forest ecosystem services, its contribution to forest reforestation initiatives, and its relevance in the formulation of forest policy. This examination highlights the dual nature of game meat as both a market commodity and a critical element in ecosystem management and policy frameworks, seeking to harmonize the economic and ecological objectives.

Enhancing Consumer Loyalty and Market Competitiveness: Approaching IPA-QFD in Product Development

This paper provides an overview of AA.co.Store, is a fashion business founded in 2021. Despite being in the development stage, AA.co.Store can compete with other local brands in Sidoarjo. To maintain and attract more consumers, the company focuses on improving product quality. The success of a business is measured by the number of products produced and their competitiveness in the market. Product development is crucial to increase competitiveness and attract future consumers. The quality of the product and promotional activities significantly impact customer satisfaction. Pricing and distribution also influence purchasing decisions. To compete with competitors, AA.co.Store needs a comprehensive strategy. Research suggests that product quality, price, customer satisfaction, and brand image affect consumer loyalty and satisfaction. The purpose of this research is to improve AA.co.Store's product development using an IPA-QFD-based marketing mix aligned that very important for Development Goals (SDGs) of the store to compete with other local brands in Sidoarjo. The results of this study were AA.co.Store service quality, it can be concluded that Customer satisfaction with AA.co.Store services is fulfilled, which is indicated by the results of the questionnaire using the SERVQUAL method which does not show a negative value for the AA.co.Store brand when compared to other brands. There are three service quality attributes that need to be prioritised for improvement at AA.co.Store, namely the price of t-shirts that are more competitive than other brands, the condition of the parking lot, and cleanliness. There are several steps that can be taken to improve service quality based on technical needs, including: a.) changing the organisational strategy on company performance, especially in the operational section, b.) increasing the stock of materials to meet the number of orders, c.) providing training and development on existing SOPs, and d.) repairing and maintaining existing equipment in the company.