Marketing Strategy Perspective Research Articles

Segmenting, Targeting, and Positioning of Yogurt Products From the Perspective of Islamic Marketing

This study aims to explore the concept of Islamic marketing strategy and its potential role in developing halal trade and contributing towards the achievement of Sustainable Development Goals (SDGs). The research method use qualitative method, a literature review is conducted to examine Islamic marketing from a marketing strategy perspective, building on the STP framework and outlining its implications. The findings suggest that Sharia-compliant marketing can serve as an effective strategy for businesses to attract customers using halal marketing tactics in their Segmentation, Targeting, and Positioning approaches. This approach enables the business world to avoid being perceived as solely profit-driven and instead embrace social responsibility. The proposed framework can be utilized by businesses to segment the Muslim market given the cultural dissimilarities in interpreting Islam and halal. This way, companies can not only comprehend the diverse segments within Islamic interpretation, but also devise an appropriate marketing mix to cater to consumer requirements. The study's findings can be applied to Muslim marketers while using the Segmenting, Targeting, Positioning framework. Furthermore, it offers qualitative guidance for non-Muslim marketers and scholars, resolving various marketing-related concerns.

Outside-in, Inside-out, and Blended Marketing Strategy Approach: A Longitudinal Case Study

Outside-in, inside-out, and blended marketing strategy perspectives represent an unbroken line of inquiry. Nonetheless, still few studies have empirically explored the distinctive characteristics of these three marketing strategy approaches. This study performs an in-depth retrospective longitudinal case study to explore how outside-in, inside-out, and blended marketing strategy approaches evolved. With this article, we enrich the marketing strategy debate by elucidating the in-depth features of the three approaches. This work also provides practitioners with a useful managerial diagnostic tool through which to identify firms’ marketing strategy approach, and potential mismatches with the environment.

Halal marketing: a marketing strategy perspective

PurposeThe purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).Design/methodology/approachA literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications.FindingsThe findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy.Research limitations/implicationsThe paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments.Originality/valueThe paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.

The Birth and Growth of Bullsone: A Marketing Strategy Perspective

본 연구는 자동차용품시장의 강자 불스원의 창업부터 최근까지 성장의 역사를 임직원심층인터뷰와 다양한 자료를 통해 분석하였다. 불스원은 초반 불스원샷의 성공과 함께 한국 자동차용품시장을 키워왔고, 그 분야에서 2등과 압도적인 차이나는 1등을 놓치지 않았다. 특히 “We are the market”이라는 구호가 함축하듯, 독특한 마케팅 역량으로 급속하게 시장점유율을 높여갔고 이를 유지시켜 갔다. 본 연구에서 파악한 초기불스원의 마케팅 역량은 크게 7가지로 축약되는데 이는, 업계유일의 차별화된 TV광고, 브랜드군 별로 이루어지는 합리적 마케팅자원배분, 광고에 필요한 소요비용의 조직적 조달, 공격적 신제품 출시, 조직 내의 분권화 및 평가/보상제도, 다양한 브랜드 출시, 전속대리점의 보유이다. 또한 마케팅역량 외에도 불스원은 자체 연구소와 생산 공장을 별도로 보유하고 있다는 장점이 있다. 하지만 승승장구하던 불스원도 2006년에서 2009년 사이 정체를 경험하게 되는데, 이를 극복하기 위해 새로운 TV광고를 시도하고, 최고경영층과 마케팅 조직에 변화를 주었으며, 마케팅비용을 충당하기 위한 원가절감노력을 병행했고, 유통을 카센터까지 넓혀갔으며, 고객에게 더 깊은 신뢰를 줄 수 있는 마케팅 메시지를 개발해갔다. 이런 일련의 새 변화로 불스원은 다시 성장의 불씨를 지필 수 있었으며 앞으로도 상당기간 시장에서 선도적 위치를 유지할 것으로 보인다.

English

Fashion is very dynamic and way of life for humans in many consumer products, clothing included. In Kenya, the clothing industry is characterized by a dynamic environment and intense competition caused mainly by enlarged globalization, trade liberalization and importation of second-hand (mitumba) clothes. In this kind of environment, it is becoming increasingly difficult for an enterprise to maintain long-term success. Thus, the clothing enterprises are faced with challenges that demand them to offer higher value added products that meet the demands of the customers. As a solution, sound marketing strategies are critical to the survival and growth of micro-enterprises in the garment making sector. However, there is limited research that has looked at the enterprises from a marketing strategy perspective in terms of the type of marketing strategies that are embraced. This paper aims at highlighting the various marketing strategies. The study used ex-post facto research design targeting garment-making micro-enterprises with less than ten employees in Nakuru town. The main data collection instrument was a questionnaire that comprised closed and open-ended questions. Principal component analysis and Chi-square goodness-of-fit test (x2) were used to determine the various marketing strategies and test the hypothesis that there was no variation in the marketing strategies implemented by garment-making micro-enterprises. Eight strategies were identified as being implemented by garment-making micro-enterprises. Based on the results of this study, it is concluded that interactive marketing is the most implemented strategy while e-marketing is the least. However, further research is required to explore the impact of implementing the various marketing strategies on the growth of the enterprises. Key words: Garment-making, micro and small enterprises, marketing strategies.

The effects of attribute concreteness and prominence on selective processing, choice, and search experience

The “concreteness” principle and the “prominence” hypothesis are used as a theoretical basis for hypothesizing the effects of two important information display factors, attribute concreteness and attribute prominence, on consumer selective information processing. The results of two studies indicate that attribute concreteness together with attribute correlation leads to the selective processing of attributes, while attribute prominence and attribute correlation results in the selective processing of alternatives. Moreover, selective processing mediates the impact of these display factors on choice, while reducing the amount of information search. Further, the amount of information search and experienced cognitive effort mediate the effects of selective processing on consumer affect during the search process. The research is important from a theoretical standpoint, because it fills an important knowledge gap in the literature on how information environment influences affect selective processing and choice. It is important from a marketing strategy perspective because it examines how a merchant can influence consumer choice by merely changing the manner in which attribute information is displayed or alternatives are initially organized (i.e., pre-sorted).

Spiritual journey to Hajj: Australian and Pakistani experience and expectations

This paper explores and examines the interesting and important phenomenon of Hajj from a marketing strategy and ethnographic perspective. There has been little academic qualitative research from a marketing strategy perspective on Hajj (once a year Muslim pilgrimage to Mecca), examining the perceptions of Muslims going on this significant spiritual journey. This paper also attempts to contribute to the theory on spiritual tourism and journeys and the marketing of spiritual tourism, by focusing on Hajj as both an outstanding spiritual journey and a product/service.This paper is part of a wider research project conducted to study marketing strategies in spiritual tourism, and focuses on the outbound markets of Australia and Pakistan. The paper presents a qualitative study of the perceptions and attitudes of Muslims towards their journey of Hajj; the investigation is carried out from the perspective of two different and parallel cultures, i.e. Muslim Australians and Muslim Pakistanis. In order to gain a comparative perspective, this study concentrates on the attitudes of Pakistani Muslims residing in Pakistan and in Australia. The social surrounds of the two populations are further described within the contexts of East/West, individualism/collectivism, and free criticism/authority acceptance. The findings of the research were further dissected and analysed to segment the customers of Hajj and to propose more effective marketing strategies for Hajj in Australia and Pakistan. It was found that the use of modern marketing concepts and tools was very helpful in giving a better perspective of the enormous business aspects of Hajj.

Global advertising strategy

The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign‐sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign‐sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well‐known brands with transformational appeals are more likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low.

Financially Integrated Marketing Strategy: A Proposed Model

Organizations face a difficult challenge in managing the elements required to maintain their long-term viability and to maximize the value of the firm. The primary activities that enable a firm to achieve these objectives include developing an effective marketing strategy, creating shareholder wealth, and attracting investment capital. These elements have not previously been combined into a comprehensive framework, although calls have been made in the literature for such an effort. In this paper a marketing strategy perspective is utilized to develop a model that encompasses these important elements.

Direct marketing in the quest for competitive advantage: Marketing strategy perspectives

The acceleration of interest in direct marketing in the 1980s is largely due to its legitimization via increased use by the world's leading marketers. This article outlines the fundamental aim of marketing strategy as the development and maintenance of long-range competitive advantage. To this end, key missions for direct marketing include: (1) selling efficiency and control, (2) market access, and (3) relationship management by exchange parties. Specific direct marketing activities are brought into focus by the strategic framework.

Territorial Restrictions in Distribution: A Case Analysis

T ERRITORIAL restrictions often play an important role in agreements between franchisors and franchisees. That is, franchisees may obtain exclusive rights to market the franchisor's brand(s) within a given geographical area; these rights thereby give the franchisees monopoly positions with respect to these brands. From a marketing strategy perspective, such restrictions frequently make sense, because the franchisor is more concerned with the ability of his franchisees to win competitive battles against other brands than he is with their ability to do battle among themselves, thereby cannibalizing one another's sales volume. In the early stages of brand development and growth, such restrictions can be viewed as a needed incentive to secure adequate market penetration vis-a-vis established brands within the same product category. From an antitrust perspective, however, such restrictions are highly questionable because they are a blatant means of prohibiting intrabrand competition. Thus, the issue of territorial restrictions provides an example of a classic confrontation between a marketing strategy that seeks to promote interbrand competition and antitrust programs that seek to promote competition among all brands, including those owned by specific franchisors. Since the Supreme Court's 1967 decision in the Schwinn case (which found territorial restrictions in distribution to be illegal on a per se basis),' many industries have been operating in limbo with regard to their distribution systems. For the most part, these industries have continued to use past practices pending final clarification of the issue of territorial restrictions.2 This article assesses the various factors surrounding territorial restrictions in the distribution of soft drinks. The soft drink industry has been isolated for analysis because segments of the industry have been particularly vocal in urging Congress to pass legislation designed to override the Schwinn decision. As a result of the assessment presented in this article, the authors take a position opposing the use of territorial restrictions in this industry. A similar analysis to the one presented here can, it is believed, be applied to other product classes in the food and beverage industries (e.g., bread and beer), where such restrictions are prevalent.