Product Promotional Strategies Research Articles

Corporate Mistakes In Product Promotional Strategy

The Global Village concept made the world population easily accessible to corporates. A company has to be very careful in designing its sales promotion techniques. It has to consider the variations in the cultures, sentiments and wants. Different options and values of other markets are focused on promoting the products and services. The sales promotion mix components must be proportionally used for optimal results. A company has to decide which product promotional strategy is ideal for its product: push, pull, or a combination of both. This article elaborated on the wrong promotional strategy adopted by many corporates to market their products. Ultimately, the products failed in the market due to the consumers' rejection, leading to enormous losses for the companies. Some products of reputed companies fail due to the wrong product promotion strategy. Analysing these failed models will enrich the corporate's knowledge of applying marketing strategies. The sales promotion strategy should match the product's quality and express the product's natural features, as discussed in this article; different sales promotion strategies and styles are available before the manufacturers. They choose the right strategy and promotion method to match the product and market. If the product and promotion strategy are perfectly matched, then the company can take the synergic value of profits

Improving Customer Engagement of Food and Beverage Small and Medium Enterprises (MSMEs) Through E-Commerce and Content Marketing Training

Over the past five years, the rapid growth of MSMEs in Indonesia has also resulted in many MSMEs going bankrupt. However, this rapid growth of MSMEs is also accompanied by many MSMEs going bankrupt due to mismanagement and low competitiveness caused by the lack of adaptability to business digitalization through e-commerce and product promotion strategies through digital media. Similar problems are also experienced by Food and Beverage MSMEs in Ketintang Village, Surabaya. This drives the importance of increasing competitiveness with more effective business management and digital marketing strategies through community service programs in this area. This community service-based research consists of online store design training activities in e-commerce marketplaces and content marketing with outputs in the form of scientific publications in indexed international journals, publications in the mass media, increasing community understanding and skills, and YouTube videos aimed at improving customer engagement in e-commerce marketplaces. Using the experimental method, this study concluded that SMEs showed a positive perception of the importance of e-commerce in increasing market reach and sales and insight into digital marketing in compiling content marketing that can increase customer engagement for food and beverage products.

An Exploration of the Development of Computerized Data Mining Techniques and Their Application

The process of data mining involves extracting valuable information and knowledge from vast amounts of data, encompassing various fields such as statistics, machine learning, and database theory. It transcends mere data processing tools, employing intelligent methods for data analysis and stands as a pivotal technology in the era of big data. Its applications span across numerous domains including consumer behavior analysis, market marketing strategies, risk management, medical diagnosis, and fraud detection, with notable prominence in the realm of commerce. In e-commerce platforms, data mining techniques adeptly analyze user purchase histories and browsing records to precisely identify user preferences, recommend personalized products, thus enhancing user satisfaction and sales revenue. In devising marketing strategies, analyzing market data and consumer feedback optimizes product promotion strategies, bolstering market competitiveness. In the medical domain, data mining exhibits robust vitality. By analyzing patient medical records, genetic data, drug response data, predictions of disease trends, optimization of treatment plans, and even early disease warnings are made possible, thereby improving disease cure rates. In the realm of financial security, data mining plays a pivotal role by analyzing transaction data and user behavior to timely detect abnormal transactions and identify fraudulent activities, thereby safeguarding the security and stability of the financial system. In the Internet of Things (IoT) domain, data mining techniques analyze massive sensor data, enabling real-time monitoring and predictive maintenance of devices, thus enhancing operational efficiency and longevity. Data mining extends beyond the aforementioned domains, finding significant applications in social governance, scientific research, intelligent manufacturing, and more. Not only does data mining enhance the scientific rigor and precision of decision-making, but it also empowers various industries to improve efficiency, realize intelligent transformations, thereby further advancing societal progress.

From Reality to Virtuality- An Analysis of Huawei's Evolving Brand Communication Strategy and Its Effects

Effectively promoting products poses a challenging task for every brand. This challenge arises not only from how to introduce and promote the products but also from how to shape the brand through them. A successful promotional strategy not only benefits the brand's marketing efforts but also contributes to building better public relations for the brand and the company. Many scholars have engaged in extensive discussions on this topic, focusing primarily on the selection of promotional strategies. However, there has been relatively little exploration regarding the transformation of brand promotion strategies and their effects. Huawei, after achieving some technological breakthroughs, released the Mate60 series of smartphones, accompanied by a noticeable shift in their product promotional strategies. This article takes the promotional strategies of Huawei's Mate50 and Mate60 series smartphones as examples and employs case study and comparative analysis methods to analyze the changes in their promotional video styles and the resulting impact.

When do consumers buy during online promotions? A theoretical and empirical investigation

An increasing number of merchants are using online platforms to promote their products; however, much is still unknown about how consumers behave in response to online promotions. This study investigates factors affecting consumers' purchase intentions and purchase behaviors during online promotions. We classify consumers into two categories, one mainly affected by the time pressure of promotion and the other primarily subject to the effect of memory decay. We then propose an analytical model to capture the market demand during an online promotion. Our analytical result indicates that there exist four types of demand patterns during online promotions, i.e., U-shape, inverted U-shape, monotonically increasing, and monotonically decreasing. We subsequently explore factors that can affect the type of demand patterns, such as the product type (nondurable and durable goods), duration of the promotion, discount level, and product category. Our empirical analyses of real-world promotion and sales data from a B2C e-commerce platform validate the analytical results. The type of demand curves depends on the characteristics of the goods and promotions. For instance, the inverted U-shape demand curve appears only for nondurable consumer goods, whereas the U-shape curve exists only for durable consumer goods. Finally, in a series of counterfactual analyses based on the proposed model, we show how revenues change during an online promotion in response to varying parameters of promotions and derive some interesting observations. These findings provide important insights to online retailers and can help them better understand their consumers and optimize their product promotion strategies.

Augmented Reality-Based Product Video Promotion Application: A Framework and Implementation

Abstract: Augmented Reality (AR) technology has gained significant attention in recent years due to its potential to enhance user experiences across various domains. In the realm of marketing and promotion, AR presents a promising avenue for engaging consumers in immersive product experiences. This paper proposes a framework and implementation of a product video promotion application leveraging augmented reality technology. The application aims to revolutionize traditional product promotion strategies by providing users with interactive and immersive experiences through AR-enhanced product videos. The proposed system integrates computer vision, 3D modelling, and AR rendering techniques to overlay virtual product information seamlessly onto the real-world environment captured through a smartphone or tablet camera. Additionally, the application incorporates features such as real-time product visualization, interactive product demonstrations, and social sharing functionalities to enhance user engagement and promote viral marketing. Through a comprehensive review of related works and the presentation of our framework and implementation details, this paper contributes to the growing body of research on ARbased marketing solutions and provides insights into the potential of AR technology for transforming product promotion strategies.

Digital Media and Consumerism: An Empirical Study of Digital promotion and its impact in the Guwahati Region

Digitalization is constantly changing the perception of the role of the state in society in regulating and controlling markets and product promotion strategies, especially in three digital markets: social networks, pop-up advertisements, and other websites. India is a growing market, and people’s orientation towards digital marketing and online shopping is now on the rise. The present digital media and consumerism have given a new approach to the potential consumer, as the present buyers are more concerned about the online sites and social media for their buying issues. A lot of new marketing strategies have been planned by the organizers and companies to attract online consumers. However, such a new kind of consumerism is very common in almost all parts of India. Considering these factors, the present study focused on the impact of digital media and consumerism in the city of northeastern India. The research has taken Guwahati region as a research area, and the researcher mainly attentive about the objective such as to understand consumer behaviour in the context of digital media. The researcher also focused on the companies planning their participation in digital promotion. The study is empirical in nature, and most of the data were primary in nature. Keyword: Digital Media, Consumerism, Social media, Digital Promotion, Guwahati.

Relationship between Product Promotion Strategy and Organizational Performance of Maize Seed Companies in Kenya

Relationship between Product Promotion Strategy and Organizational Performance of Maize Seed Companies in Kenya

Cloud Storage Promotion Strategy Through Pt Telkom Regional VII Instagram

Based on the results of the pre-research that has been conducted, PT Telkom Regional VII is not actively promoting Cloud Storage products digitally, only maximizing the sales force at Telkom Plaza. Therefore, this study aims to make a promotional video that is uploaded on PT Telkom Regional VII's Instagram using the AIDA method as a Cloud Storage product promotion strategy. The research method used in this study is Descriptive Qualitative. This qualitative descriptive approach uses data collection through structured interviews, questionnaire distribution, observation, and documentation of several related parties that can assist researchers in the research process. The results of this study show that the four AIDA elements used, namely Attention, Interest, Desire, and Action can be variables in measuring Cloud Storage promotion at PT Telkom Regional VII because the four variables have a positive impact in this regard through promotional videos.

Promotion Analysis of Mooika Beauty Body Scrub Products Through Tiktokshop

This study aims to analyze the promotion of Mooika Beauty's Body Scrub through TikTokshop, employing a qualitative research method. Data collection involved observation and documentation focused on the @moikabeautyofficial TikTokshop account. Utilizing 17 TikTokshop features, the study found optimal utilization in 15 features, with story and highlight features being underutilized. The application of the 7Ps marketing mix revealed comprehensive communication strategies. This research contributes to a deeper understanding of effective promotional practices on TikTokshop and provides insights for marketers seeking to enhance their product promotion strategies in the digital era. Highlights : TikTokshop Utilization: Examines the optimal use of TikTokshop features for promoting Mooika Beauty's Body Scrub, shedding light on effective digital marketing strategies. Qualitative Analysis: Utilizes a qualitative research method to analyze the promotional tactics employed on TikTokshop, providing in-depth insights into the dynamics of online product promotion. 7Ps Marketing Mix: Investigates the application of the 7Ps marketing mix, emphasizing the importance of a comprehensive approach in communication strategies for successful product promotion. Keywords: TikTokshop, Mooika Beauty, Body Scrub, Digital Marketing, Promotional Strategies

Product Bundling Strategy for Office Supplies Retailer through Association Rules Mining: Comparative Study of Apriori and ECLAT Algorithms

Our study aims to develop an effective bundled product promotion strategy for the office supply store to boost sales. The primary challenge is comprehending which product combinations align with customer preferences and cater to their needs. We leverage the Apriori and ECLAT algorithms for consistent rule generation, revealing robust associations between product purchases. Notably, a strong positive correlation rule emerges at a confidence level of 0.8, while at 0.9, no results are found. The identical rules derived from both algorithms signify their reliability. The shop owner employs two rules for bundled products based on a minimum Lift Ratio of 1.96. The first bundle focuses on 70gsm natural paper in Folio and Quarto sizes, capitalizing on their popularity, even though customers may prefer one size. The second bundle emphasizes notebooks, often bought together but in smaller quantities than paper products, reflecting diverse customer needs and behaviors.

Technological Advancements and Consumer-Centric Transformation: The Evolution of Online Shopping Platforms

In today's rapidly evolving Internet era, online shopping platforms are increasingly adopting new technologies and innovative marketing strategies to optimize spending and increase profits. Integrating emerging advertising media has led to faster and more effective product promotion strategies, helping to spread products rapidly. However, using big data sometimes raises concerns about potential information leakage and privacy invasion, through which sellers can access customers' sensitive personal information. This study provides insight into how online shopping platforms utilize emerging technologies to improve the customer experience and increase sales and advertising effectiveness. By analyzing how new technologies such as virtual reality (VR) and augmented reality (AR) are transforming product presentation and shopping experience, this study reveals how online shopping platforms enable more immersive and interactive environments that allow customers to understand and experience products fully. Virtual fitting rooms and 3D simulation displays of products provide customers with a unique shopping experience that helps increase engagement and reduce uncertainty in virtual shopping. In addition, this study looks at the use of big data in online shopping and explores how it affects customer experience and advertising strategies. However, using big data raises questions about privacy and data security, with customers concerned that their sensitive information may be misused.

Developing Small Medium Enterprise of Creative Business through Digital Marketing and Financial Management Training

The rapid growth of SMEs in Indonesia over the last 5 years has also been accompanied by many MSMEs going bankrupt. However, this rapid growth of SMEs is also accompanied by many SMEs going bankrupt due to mismanagement and low competitiveness caused by a lack of financial literacy (planning, recording, and reporting finances) and a lack of adaptability to business digitalization and product promotion strategies through digital media. Similar problems were also experienced by SMEs of creative businesses in Surabaya, Indonesia. This phenomenon drives the importance of increasing competitiveness with more effective digital marketing strategies and system-based financial management through community service programs in this region. This community service consists of digital marketing and financial information systems training activities.

Use of Event-Related Potentials to Assess Visual–Auditory Multisensory Information in the Decision-Making Processes Related to Fast-Consuming Behavior

People are accustomed to using mobile phones to purchase products online. Previous studies identified brain activities associated with online buying decisions but did not assess mismatch negativity (MMN), P300 (P3a and P3b), and slow waves. We applied visual animation and sound effects to test visual–auditory multisensory concepts in product promotion strategies. Event-related potential (ERP) responses from 53 participants were analyzed to help design sound effects based on MMN, P300, and slow waves. We designed five short visual–auditory animation videos: visual animation sound effect (VASE), VA sound beep (VASB), visual standard sound beep (VSSB), visual animation–no sound (VANS), and visual standard–no sound (VSNS). These five apps were used to test how matched and unmatched multisensory user experience (UX) influences online shopping decisions. We also used Arrow’s impossibility theorem to design the purchasing experiment. VASE evoked MMN (cluster p = 0.0184) compared with VSSB. VASE evoked the strongest P300 (P3a and P3b) responses (cluster p = 1 × 10−5), and VASB evoked more negative slow wave amplitudes (cluster p = 1.7 × 10−4) compared with VASE. Participants buy products unconsciously via most VASE and VANS mobile apps compared with via VASB and VSNS. Our findings suggest that sensory memory from multisensory UX can promote product consumption in mobile phone shopping interfaces. This study’s testing of memory and attention from MMN, P300, and slow waves makes a novel contribution to the marketing discipline. The implications can motivate researchers to apply ERP to analyze the multisensory concept in future interdisciplinary research.

Research on the Influence Mechanism of Consumer Network Structure on the Diffusion of New Products based on the Basic Entry Tree Method of Flow Rate

Based on the analysis of consumer decision-making process, the article constructs a system dynamics model of new product diffusion by using the flow rate basic entry tree modeling method to examine the influence of consumer network structure variables on new product diffusion, and the simulation results show that: the direction of the influence of the average path length of the consumer network on the diffusion of new products has nothing to do with the consumer preference characteristics, and increasing the average path length of the consumer network will always reduce the overall efficiency of new product diffusion. The simulation results show that: the average path length of consumer network has no influence on new product diffusion independently of consumer preference characteristics, increasing the average path length of consumer network will always reduce the overall efficiency of new product diffusion, the average degree of consumer network and the probability of network reconnection are positively correlated with the trend of new product diffusion under the characteristics of convergent consumer preferences, and they are negatively correlated with the direction of new product diffusion under the characteristics of differentiated consumer preferences, and the internal mechanism is analyzed and explained. The results of the study are of some reference for the enrichment of new product diffusion theory and the formulation of new product promotion strategies.

Pengaruh Strategi Promosi Produk, Kualitas Pelayanan dan Citra Perusahaan terhadap Kepuasan Nasabah


 To determine the impact of product promotion methods, service excellence, and company image on customer satisfaction, this study used a quantitative research technique. The study's participants are Bank Jateng Kajen Branch Office customers who reside in the Pekalongan Regency region. Accidental sampling is the sampling method employed. Both primary and secondary data were employed as sources of information in this investigation. Respondents who had completed questionnaires based on library research were provided books, articles, papers, research journals, and other resources pertinent to the study's subject. The Likert Scale method was employed in the data analysis process, which was followed by the execution of many tests, including the Data Quality Test, the Classical Assumption Test, the Multiple Linear Regression Test, the Hypothesis Testing, and the Coefficient of Determination Test. According to the preliminary results of the tests done for this study, product advertising methods have little effect on customer satisfaction, but service quality and a company's image do. Then it was concurrently claimed that 73.9% of customer happiness is influenced by product promotion strategy, service quality, and company image.

Стратегія та механізми просування товарів у системі маркетингу агропродовольчих підприємств

The article considers the problems of forming and implementing an adaptive strategy for the promotion of goods of food enterprises to sales markets. The conceptual basis of strategic marketing management of a food enterprise is formulated. This concept is based on the following provisions: consumer desires do not always coincide with their long-term interests, as well as with the interests of society in general; consumers prefer businesses that show sincere concern for their satisfaction and the well-being of the community; the critical task of the organization is to adapt to target markets to ensure satisfaction, as well as individual and collective well-being to attract and retain customers. It was determined that the peculiarities of marketing of food enterprises are primarily determined by the fact that they use agricultural products as raw materials; interweaving of natural and economic processes; the discrepancy between the working period in agriculture and the production period; seasonality of production and consumption of products. It has been established that the fundamental basis of the marketing management process is strategic planning. Due to that, all the necessary proportions are maintained, and the coordinated direction of the functioning of all links of society's economic system is ensured. The algorithm for forming a product promotion strategy and ensuring the competitiveness of a food enterprise on the market has been developed. Approaches to improving the promotion process of goods by food enterprises to sales markets using such technologies as direct sales (direct marketing), effective advertising, sales promotion, and public relations are substantiated. The experience of the marketing services of many food enterprises is summarized with an emphasis on reviewing the function of all operating units with an attitude towards marketing as a global management function. Keywords: food industry; food marketing; strategic marketing management; product promotion; socially oriented marketing.

Product promotional strategies in supermarkets and their effects on sales: A case study of breakfast cereals and drinks in New Zealand.

To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales. Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models. On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales. Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.

Implications of risk aversion behavior on the green product promotion strategy under manufacturer encroachment

This paper considers a supply chain in which a manufacturer produces green products and distributes through a physical retailer. The retailer would like to make promotional investments to boost the market and the manufacturer determines whether to encroach the market directly. In the face of the channel competition and cannibalization, coupled with demand uncertainty, the retailer is considered to be risk averse and this attitude is measured by the CVaR method. In particular, the impacts of manufacturer encroachment and cooperative advertising on supply chain participants’ performance are explored. The results show that without cost-sharing contract, the manufacturer and the entire supply chain can benefit from the manufacturer's encroachment whereas the retailer always suffers. However, the retailer's risk-averse behavior can alleviate the profit loss. Furthermore, we find that under the cost-sharing contract, both of the chain members can achieve pareto improvement when the manufacturer encroaches the market.

Peran pemerintah desa dalam meningkatkan kapasitas UMKM di kelurahan medokan ayu

The development of MSMEs in the Medokan Ayu sub-district can have a positive impact on the MSME economy in the Medokan Ayu sub-district. it is necessary to develop relevant businesses so that the existence of MSMEs is able to survive in this competitive modern era MSMEs must provide innovation in their business activities in order to compete with other business actors. However, the development of MSMEs in the Medokan Ayu sub-district, Surabaya is not easy to do because of several obstacles faced, such as product promotion strategies that are not optimal, financial management, and there are still MSMEs that are constrained by NIB even though their business has been running.&#x0D; Keywords: The role of the medokan ayu village in helping the development of medokan ayu SMEs.