Types Of Marketing Strategies Research Articles

Empirical Study of the Impact of Social Media Data Analytics on Marketing Strategy

Social Media Data Analytics (SMDA) has emerged as a dynamic and growing field across various disciplines, including marketing. However, practitioners and researchers in the marketing domain have realized that harnessing the full potential of SMDA for guiding marketing strategies necessitates a clear understanding of the relevant SMDA metrics. A significant challenge lies in the lack of clear guidance on which SMDA metrics are most relevant for enhancing marketing strategies. This study aims to empirically evaluate the impact of SMDA on marketing strategies. To achieve this goal, the study carried out a questionnaire for data collection and employs an empirical investigation using the PLS-SEM methodology. The results show that the impact of SMDA on marketing strategy depends on SMDA metrics (data type, platforms and analysis methods) and also on marketing strategy type. The results suggest a valid conceptual model introducing novel metrics for the SMDA concept. These results present a broader perspective on how SMDA affects marketing strategies and suggest that future research should focus on a specific type of marketing strategy and study SMDA metrics in a different and more in-depth way.

Promotions of Retail Formats in Creating Brand Image of FMCG

In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market.With liberalisation and globalisation the availability of products and services has increased. The customer has wider choice and he is demanding more and more benefits and the competition is increasing in the market place. The core of marketing concept is that the customer and not the product shall be the axis of business systems. All business operations revolve around customer service and satisfaction and many companies are following customer oriented philosophy to ensure growth in sales, profits and market share.Fast moving consumer goods are the products which are used by the consumer frequently and have a small shelf life and are purchased at a fast rate thus marketer must focus on strategies to make their customers satisfied which ultimately helps a marketer to bring in new customers. FMCG are known as low involvement products as consumer spends less time and energy in buying these goods.Consumers prefer to visit a retail store where they can purchase variety of products under one roof, not only consumers but producers also prefer to sell their products through various retail stores. Earlier the products were sold through local stores or Kirana stores where the shopkeeper only provides those products which were asked by the consumer, but the store culture allow them to have a look at all the various available options which they can compare and then select the best among the lot. Keywords:competitive environment, availability of products, customer oriented philosophy,

The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization

During the last three decades, significant research has been undertaken on the characteristics and relationships of the marketing organization with the implementation of strategies. These are the structure, culture, processes, and influence and leadership characteristics of the marketing institution. However, there has been little attention given to the human resources management policies of the marketing staff. These policies are one of the strongest sensations of people and organizations, when properly implemented, to conduct themselves correctly. In this study, we show that mid-level marketer implementation of HR policies differ substantially in the type of marketing strategy adopted by the companies. Companies with aligned enterprise and marketing strategies have achieved considerably stronger performance than companies with unequalled business and marketing strategies.

E-learning for Social Media Influencer

Influencer marketing has established an important place in the field of marketing. In today’s time almost every organization is investing into this type of marketing strategy. The day is not far when people would start considering influencer marketing as an admirable career. Any kind of innovation in this field would not only prove fruitful to the influencers but also to the companies which promote influencer marketing. This paper is an outcome of a project carried out for the company ‘Do Your Thng’. It emphasizes on the importance of a dedicated module for formal guidance from experienced professionals related to the concerned field for influencer marketing related applications. It establishes a sound foundation of the necessity for the module and then moves on to discuss the module; the technicalities of the module, usability of the module, advantages of the module, deliverables for the concerned company and the guidance seekers’ personal satisfaction while using the module.

Food Messages Adolescents See Daily on Social Media: A Diary Study

AbstractBillions are spent yearly on food marketing that influences unhealthy eating preferences and habits, and contributes to the development of obesogenic environments worldwide. Recent social media advancements have provided food marketers with platforms to readily reach out to many especially younger consumers. Adolescents seem vulnerable to food marketing as they have increased impulsive decision-making and decreased inhibitory-control as compared to adults. Yet, they are becoming independent from their parents and relying on unmonitored (social) media. Despite the presumed influence of social media marketing, little is known about the type of marketing strategies used on social media to influence adolescent eating.Aim:The aim of this study is to explore the food messages adolescents (12–18 years old) encounter when using social media.Methods:A diary study was carried out with 12–18 year-old Belgian adolescents (N = 20) who took screenshots of food images they encountered on their social media during a one-week period. Participants also completed surveys assessing social media use, image source, marketing strategy, etc. Five-hundred food images were gathered and preliminary analyzed for their content. A coding book, developed based on a literature review and a pilot, will guide two authors in coding the images. The codes will be checked for agreement and discrepancies will be resolved among the research team. Finally, the codes will be analyzed to determine food marketing strategies employed and eating social norms portrayed.Results:The most commonly reported social media were Instagram, Snapchat, Twitter, and Facebook. Preliminary findings showed that adolescents often encounter branded food images through peers, influencers and food brands, majority of which are paid or word-of-mouth food marketing. The images were mostly promoting non-core foods that are energy-dense and poor in nutrients, especially branded soft drinks and fried foods. An ongoing qualitative analysis of the gathered images aims to conclude with detailed frequencies and relationships between the different study measures assessed. These findings will be elaborated on during the presentation.Discussion:This research provides an in-depth understanding of the social media messages adolescents encounter daily and sheds light on food norms typically communicated on social media by marketers, peers, and influencers. Such findings identify prominent social media food messages that must be tested for their persuasive nature, providing insights for future research that aims to assesses the effects of social media food marketing on adolescent eating. Finally, we call for policies that address current social media marketing strategies targeting adolescents.

Cause-related marketing strategy types: assessing their relative effectiveness

PurposeThe purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.Design/methodology/approachAn experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.FindingsAcross all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.Practical implicationsBy providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.Originality/valueThis research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.

Marketing Strategies of “Born Globals” Companies when Entering the Foreign Market

Purpose of the article: The aim is to verify the level of awareness of “born globals” companies among students of an economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would choose providing they had only 3 years since establishing their business before they would enter the foreign market. The comparison of students’ answers with well-tried theories from all over the world is the result of empirical research. These theories are analyzed in a table and show marketing strategies of “born globals” companies across continents, different fields of study, size of enterprises and turnover. Methodology: There were used methods of data analysis. Secondary data were aimed on structured data collection including the literature overview and analysis of studies across continents that were published as “born globals marketing strategy”. The questionnaire survey, was used for primary data collection in this article. Following evaluation was done by descriptive statistics, statistic induction and the conclusion was set by relative frequency. Scientific aim: The scientific aim was to verify the level of students’ awareness of “born globals” companies and to learn about the choice of marketing strategies when entering the foreign market of “born globals” companies. This choice of marketing strategy was compared to well-tried studies theories from all over the world. The scientific aim was verified by 2 hypotheses and their alternative hypotheses. Findings: The empiric research statistically evaluates given hypotheses and verifies their validity. Conclusions: The conclusion of empirical research answers the question – is it possible to define the concept of marketing strategy of “born globals” companies? This piece of work should help to modern managers to understand current modern trends and to be able to adapt to new export strategies.

Revenue Share Contract Design with Marketing Strategy Types of Supplier

In this paper, we design a revenue share contract when a supplier is the leader and a retailer is the follower in a two-echelon supply chain. The innovation lies in dividing the supplier’s marketing strategies into two types: the profit oriented and the sales oriented to distinguish the different decision objectives from previous literatures assuming the supplier and retailer are both profit oriented. The paper uses the revenue share contract to reach supply chain coordination and Pareto optimality in the supply chain with the profit-oriented suppliers. However, the contract makes supply chain collaboration solutions and the Pareto improvement with the sales oriented supplier conditional. Numerical examples are given to illustrate these cases.

The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation

Characteristics of the marketing organization and their relationship with strategy implementation have been the focus of considerable research over the past three decades. These characteristics include the marketing organization's structure, culture, processes, influence and leadership, among others. However, little attention has been paid to human resource management policies for marketing personnel. These policies, when properly implemented, are among the strongest motivators for appropriate individual and organizational behavior. We demonstrate in this study that the application of HR policies for mid-level marketing managers (i.e., selection, training, appraisal, and compensation) vary significantly both between firms pursuing alternative business strategies (i.e., Prospectors, Analyzers, Low Cost Defenders and Differentiated Defenders) and within each of those business strategy types by the type of marketing strategy adopted (i.e., Aggressive Marketers, Mass Marketers, Marketing Minimizers, Value Marketers). Firms whose business and marketing strategies align (Fit) demonstrated significantly stronger overall firm performance scores than those whose business and marketing strategies do not align (Misfit).

Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts

BackgroundWe know little about how social media alcohol marketing is utilized for alcohol promotion in different national contexts. There does not appear to be any academic work on online exposure to alcohol marketing via social media in India, and most of the limited research in Australia has focused on Facebook. Hence, the present study extends previous research by investigating alcohol promotion conducted on an under-researched form of social media (YouTube) in two contrasting geographic contexts. This study examines and compares the types of strategies used by marketers on Indian and Australian alcohol brands with the greatest YouTube presence, and the extent to which users engage with these strategies.MethodsThe 10 alcohol brands per country with the greatest YouTube presence were identified based on the number of ‘subscriptions’. The number of videos, views per video, and the type of content within the videos were collected for each brand. The data were analyzed using an inductive coding approach, using NVivo 10.ResultsThe targeted brands had gathered 98,881 subscriptions (Indian brands: n = 13,868; Australian brands: n = 85,013). The type of marketing strategies utilized by brands were a mix of those that differed by country (e.g. sexually suggestive content in India and posts related to the brand’s tradition or heritage in Australia) and generic approaches (e.g. encouraging time- and event-specific drinking; demonstrations of food/cocktail recipes; camaraderie; competitions and prize draws; and brand sponsorship at music, sports, and fashion events).ConclusionsThis cross-national comparison demonstrates that YouTube provides alcohol marketers with an advertising platform where they utilize tailored marketing approaches to cater to specific national contexts and develop content on the cultural meanings users invoke in their interactions with these strategies. Those exposed to alcohol marketing on YouTube are likely to include those under the legal drinking age.

Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion

In today's competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as-reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample Kolmogorov-Smirnov test and ANOVA.

Store promotion techniques creating brand image of FMCG in India

In today's competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as - reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample kolmogorov-smirnov test and ANOVA.

How Fast-Fashion Apparel Stores are able to Operate Sustainably in New Global Economy

In this modern era, it is vital for all retailers to have a set of knowledge to come up with efficient plans in order enhance customers’ purchasing behaviour when comes to handling patrons from all over the world. In this paper, we will talk about the different type of marketing strategies that are applied to fast-fashion industries so that they are able survive in terms of going into globalization. This paper also explains the purpose and goals of fast-fashion industries as well as how they keep their customers loyally towards their brand.

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.

Organizational performance, Marketing strategy, and Financial strategic alignment: an empirical study on Iranian pharmaceutical firms.

BackgroundStrategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper.MethodsAll Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006–2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 × 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value), ROA (Return on Asset), ROE (Return on Equity) have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used.ResultsResults show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing’s rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy.ConclusionManagers should not consider decisions regarding marketing strategy independently of their financial strategy.

Relationalism in marketing channels and marketing strategy

PurposeThe purpose of this paper is to examine the relationship between marketing strategy types – aggressive marketing, price leadership and product specialization strategies – and the extent of relationalism in marketing channels.Design/methodology/approachData were collected using a self‐administered survey from managers responsible for marketing and channels management in US pharmaceutical firms. The responses to the questions capturing focal constructs were measured using a five‐point Likert type scale. Data were analyzed using Principal Component Analysis and Structural Equation Modeling procedures.FindingsAggressive marketing strategy and price leadership strategy are positively associated with the level of relationalism in marketing channels. In contrast, product specialization (focus) strategy is negatively associated with the level of relationalism in marketing channels.Originality/valueThe relationship between marketing strategy and the emergent relationalism among marketing channel intermediaries is critical for the firm's ability to meet objectives. This relationship has not been investigated so far and, from a managerial perspective, managing marketing channels is critical for successful implementation of marketing strategies.

基于4R’s营销理论的成品油营销策略探析

随着市场竞争主体的增加和消费者要求的提高，成品油市场竞争愈演愈烈，成品油营销工作受到越多越多的重视和关注。本文在分析当前成品油市场竞争特点的基础上，提出了基于4R’s营销理论的成品油营销策略，强调了市场分析、客户关系管理和快速反应在构建成品油销售企业核心竞争力中的重要性。 The competition is becoming increasingly sharp in oil product market, along with the increase in competitors and the advance of consumer’s needed. Then, the marketing of oil product gains more and more recognition and attention. Through a deeply analysis of the characteristics of oil product market, the paper advances a type of marketing strategy of oil product based on 4R’s theory, indicate how important of market analysis, management of customer relationship, and rapidly reaction in constructing the core-competitiveness of oil product marketing company.

Choice and Application of Marketing Strategies of Selected Book Publishers in Nigeria

The study was designed to identity the type of marketing strategies employed by book publishers in Nigeria, the criteria for the choice and application of marketing strategies, being used to reach each segment of the market. The survey research method was adopted for the study. Forty market managers and 60 sales representatives drawn from selected publishing houses in Nigeria were sampled. The instruments used for gathering data were questionnaire, interviews and documentary sources. Data gathered wereanalysed descriptively using tables and percentages. The study results indicated that book publishers in Nigeria employ various marketing strategies which contribute to the achievement of marketing objectives. However, in order to boost book trade, the opening of book depots in the rural areas, publishers to pool their resources together to stimulate mass production, the granting of credit facilities and the reduction of import duties on printing materials by government, were recommended in the study.

Marketing strategies in the age of sustainable development: Evidence from the food industry

AbstractIn this paper we investigate characteristics and drivers of sustainability marketing strategies. Based on an empirical study in the food industry, we identify four sustainability marketing strategy types with distinctive characteristics (performers, followers, indecisives and passives). Consumers are one of the main drivers of sustainability marketing strategies. Depending on the sensitization of consumers to socio‐ecological problems, the perceptibility of socio‐ecological qualities, the individually perceived net benefits and the availability of sustainable alternatives, we argue that the typology and drivers apply to non‐food industries as well. Furthermore, we find that the incorporation of social and ecological aspects into marketing strategies also depends on the market segment in which the company competes: companies that are positioned in the premium or quality segment are more inclined to take an active stance on sustainability marketing than companies that compete in the price segment. Copyright © 2009 John Wiley & Sons, Ltd and ERP Environment.

Is the marketing concept always necessary?

PurposeThe purpose of this paper is to examine which particular marketing strategies will work best in which particular business environments. It also aims to test a series of propositions that the choice of marketing strategy needs to be carefully considered so that it is appropriate for a set of environmental conditions, or business conditions.Design/methodology/approachThe paper employs survey research, structural equation modelling and t‐tests.FindingsResults in this study of 217 companies from Australia, Singapore, The Netherlands and China finds general support for the hypotheses that different environmental situations provide the suitable conditions for a customer, competitor or societal orientated strategy. In particular, customer‐oriented strategies are most effective in placid clustered and turbulent environments, while competitor orientated strategies work best in a placid‐clustered environment. Societal marketing based strategies were shown to be most effective in placid random and placid clustered environments. This suggests that firms may use social marketing strategies in a pre‐emptive manner to maintain favourable environmental conditions for the organisation.Research limitations/implicationsThe findings are limited somewhat by the size and nature of the sample, although this compares well to other studies in the area of marketing orientation. The research shows the importance of the match of the environment type with the business strategy, as certain strategies are most effective in particular environmental conditions.Practical implicationsChoice of an appropriate business strategy is moderated by the environment. Marketing‐based business strategies are not always the most effective. In turbulent environments, customer‐oriented strategies seem to be most effective. Societal marketing strategies seem to be used to manage and maintain placid environments or business conditions. Competitor‐based strategies are best suited to placid‐clustered environments, business conditions, which are favourable and therefore attract greater competition.Originality/valueThis study also introduces an important measure of the societal orientation of the firm. It provides empirical supports the thesis that marketing strategies need to be tailored for the environment and so adds to the understanding of the interplay between the effectiveness of business strategies in different business conditions. There is not a great deal of research which suggests what type of marketing strategy is best suited to what type of environment. This paper makes an important contribution to this area.