Product Strategy Research Articles

Analisis Studi Kasus Produk Indomie di Nigeria: Positioning, Promotion, dan Channel Management

This research discusses an organization that is involved in global marketing, which focuses its resources on global market opportunities and threats. The research object is Indofood with its product Indomie. The problems discussed relate to Indofood's marketing strategy for Indomie brand noodle products in Nigeria, seen from how Indomie shapes perceptions in the minds of the Nigerian people (positioning), how Indomie carries out promotional activities in Nigeria to encourage sales, and how Indomie is distributed in various remote areas in Nigeria. This type of research is descriptive with case study research techniques, which uses primary and secondary data. Indomie in Nigeria has successfully dominated the market and continues to develop as the strongest instant noodle brand through the right combination of good product strategy and affordable prices, the right positioning, integrated promotions and aggressive distribution. The company is expected to continue to strengthen its business through creating competitive advantages. This research is specific, where it only focuses on a few small parts of marketing strategies or activities, which can be followed up and developed further in the future.

A Study on the Marketing Strategy for a New Product Development and Launch in the Market

In today’s market careful planning and a good product strategy are essential to help you succeeding in the market. Companies everywhere are competing more than ever to develop new and unique products or services and gain a higher position in the market. Companies develop a high number of new products every year. Most of these products fail to secure competitive advantages and end up being just another high cost for the company. The aim of this thesis is to develop a product development and launch process for Company X, Finnish supplier of roll handling equipment for the paper industry. The need for this thesis came during the author´s working experience with the company. Company X is a young company that creates innovative products for the industry. Developing new unique products that offer several benefits to the customers is the company mission and at the same time one of the main strengths. As the new product development is a continuous process and Company X is growing its product portfolio continuously, the commissioner felt the need instructuring the product development and launch process in a well-defined step-by-step process that is easy to follow and communicate internally. The author’s knowledge and experience gained during the studies in international business and working with in the paper industry can be utilized to help Company X in building this process. New products are very essential for the corporate success. Innovation is a must if you want to continue competing in the market. However the new product development is one of the riskiest processes that require focus and high investments. Several studies have been done in the successful product launch cases, and success drivers have been discovered. Corporations are using a structured idea-to- launch processes which help them manage implementing these success drivers and reduce the risk of product launch fail.

RESEARCH ON THE MARKETING STRATEGY OF BEAUTY MAKEUP BRAND IN THE NEW MEDIA ERA (THE CASE OF "FLORASIS")

This article uses the Florasis brand as a research object, aiming to explore the marketing strategies of beauty brands in the new media era, focusing on the impact of brand experience and brand personality on consumers' purchase intentions. By collecting 435 questionnaires and analyzing the questionnaire data, the final paper verified the significant role of brand experience and personality in purchasing decisions. In both aspects, the Floriss brand has a positive impact on consumers' purchase intention, and brand personality plays a mediating role between brand experience and purchase intention, according to the study. Finally, the study proposed three marketing suggestions to enhance the Floriss brand's competitiveness: enhancing digital marketing, developing differentiated product strategies, and cultivating a socially responsible image. se research results provide practical guidance for the actual operation of beauty brands and also provide theoretical support for research on beauty brands in the new media era, providing useful references for scholars and practitioners in related fields.

Development of quality and safety regulation strategy for food and agricultural products in the EU

The features and trends of quality and safety regulation system for food and agricultural products in the EU are identified. Key stages of its development and the main strategic documents in above mention area are determined. Analysis of the goals and methods of European regulation policy of the agri-food products quality and safety has been carried out.

Analysis of the Impact of Consumption Downgrading Trends on the Retail Market Landscape

In recent years, the increasingly complex economic environment has led to a clear trend of consumption downgrading, profoundly affecting the retail market landscape. The factors causing consumption downgrading are diverse, including slower economic growth, increased income uncertainty, and rising living costs. Consumers now prioritize cost-effectiveness and practicality in their purchasing decisions. Therefore, the retail market must keep pace with societal trends and actively adjust strategies to meet changing consumer needs. This analysis is from the perspective of product strategy, where retailers clearly measure the balance between practicality and cost-effectiveness, targeting product line optimization to ensure that products meet market development needs. Additionally, enhancing service quality will be a focus of future efforts, including improving pre-sale, in-sale, and after-sale services, raising staff service awareness and overall quality, and providing the best shopping experience for consumers. Moreover, effective brand marketing is crucial, using various means to enhance brand image and visibility, helping the retail market adapt better to changes and achieve sustainable development.

Marketing Strategy of the Coffee Industry under High Saturation of Globalized Brands-Take Luckin Coffee as an Example

With the arrival of the "Internet +" era, the marketing mode of coffee products is also undergoing constant changes, and the rise of the "new retail" sales model has brought great impact and challenges to the traditional marketing model. This paper will take the typical representative of this business model, Luckin Coffee, as an example, using qualitative research, STP theory, marketing theory, and the case study method to analyze. The article mainly discusses how to utilize and innovate the existing competitive advantages and business model of Luckin coffee, by analyzing and evaluating the strengths, weaknesses, threats, and challenges of Luckin coffee's pricing strategy, product strategy, and promotional strategy to realize precision marketing, introduce the relevant information and some marketing strategies of Starbucks, and borrow from Starbucks' strengths in product marketing, to propose solutions to the the current marketing state of Luckin Coffee: Customer-oriented, while focusing on product differentiation, and through effective "online + offline" publicity to achieve precision marketing and help the coffee industry diversify and develop sustainably under the high saturation of global coffee brands.

Analisis Efesiensi Strategi Manajemen Resiko Keuangan Terhadap Produk Asuransi Umum (Unit Syariah) Pada Pt Bumida Cabang Medan

This research aims to determine the Efficiency Analysis of Financial Risk Management Strategies for General Insurance Products (Sharia Units) at PT Bumida Medan Branch. In this research the research approach used is qualitative descriptive. Data collection was carried out using literature studies, namely theoretical studies, references and literature. other scientific research, the data analysis technique used in this research uses the Miles and Huberman model. The results of this research are the underwriter's way of minimizing the risks often faced by PT BUMIDA Medan branch in the service activities provided is by ensuring the objects that must be insured, the benefits What can be obtained if the implementation of risk management is carried out well and effectively to prevent failure so that profits can be increased or at least the company's losses are not too large. The aim of financial management is to maximize profits or profits and minimize costs in order to obtain a maximum return on decisions, in explaining the company towards development and running the company, the obstacles in risk management are 1) candidate morale. 2) honesty of insurance company marketing.

Comparative Analysis of Strategies to Increase Sales on Flipkart vs. Amazon

This study aims to find out how the marketing strategy used by the flipkart and amazon in increasing sale volume and attracts consumer interest and to take good decision to give best services for customers. Each company has strategy that is different from the other company and to market its products. Marketing strategy is very important for each company because it supports the survival of every company. Based on the analysis carried out using SWOT analysis where the flipkart and amazon company increases sales volume by using the diversification product strategy. The good services is very important for any company to increase the sale volume and build good relation with customers for long time and setting affordable prices, maintaining product quality. Factors influencing sales staff efficiency in the company are revealed. The main findings are related to managerial decisions resulted in decrease in turnover rate, growth of sales volumes and effectiveness and sales personnel productivity. The sales staff in order to increase company’s sales is proposed. All research hypotheses have been accepted. Therefore, strategy of creating loyal customers have significant influence on increasing sales of company products. This company provide the best services on the online platform it is very important for customers. Every offline products to take on online platform it makes easy for customers to purchase the products and services. It gives many offers in seasonal market and attract the people to give the offers and make good relationship to customers and increase the sales volume. The main aim of this study to make best strategy for customers for provide best services to our customers and overcome the customers trust and build strong relationship our customers for long time.

Main consumer choice drivers for fi lm products in the Russian market

Film distribution market is a highly competitive one, which only emphasizes the need to optimize costs for the production and promotion of domestic films while increasing box office potential. The purpose of this research is to identify the primary choice drivers for movies in the movie theater in current market conditions as a required prerequisite for effective promotion. The results of a content analysis of open data tracker Cinema Viewer in 2021 allow us to identify several drivers defining the choice of moviegoers. They can be divided into two main categories: content elements and promotional elements. Among content elements, the most important are film's genre, plot, and cast. The most important promotional element is the trailer. Furthermore, two findings stand out among the results of this study, which require detailed research in the further works on the subject, as they can significantly influence the promotional strategies for film products in the Russian market. Firstly, the study showed that information itself, rather than its source, is more important for the viewer, which means that further optimization of marketing budgets is possible by reducing spending on most expensive platforms (primarily TV). Secondly, recommendations play just as important a role in the choice of film as advertising, which also makes it possible to optimize the marketing budget through social media marketing.

Marketing Model of Hajj Saving Products in BMT Bina Ummat Sejahtera Branch Kliwon

The existence of the phenomenon of age restrictions in the regulations set by the Saudi Arabian government made many people in the city of Meulaboh disappointed because they canceled the pilgrimage. So that the presence of hajj savings products at BSI KC Meulaboh Imam Bonjol can help and make customers aware about managing and preplanning hajj funds from an early age. This study aims to determine the marketing strategy undertaken to attract customers to use hajj savings products and to analyze the supporting and inhibiting factors in marketing these. The research method used is a qualitative method, with a descriptive field approach. The results of this study indicate that the marketing strategy implemented by BSI KC Meulaboh Imam Bonjol is in the form of a 7P service marketing mix strategy which includes product, price, place, promotion, people, physical evidence, and process strategies with several supporting and inhibiting factors for marketers. Keywords: marketing strategy, service marketing mix, 7P marketing mix, Hajj savings

Data-Driven Approach to Enhancing Supermarket Vegetable Sales Strategies

China's vegetable commodity production has developed rapidly and made great progress. Due to the short shelf life of most vegetable products, they cannot be sold the next day. Therefore, by studying the distribution law of sales volume and the relationship between categories and pricing, the supermarket can accurately predict the sales situation, reasonably arrange replenishment plans, and formulate pricing strategies. Comprehensive analysis of automatic replenishment and pricing strategies of vegetable commodities is of great significance to the profit of fresh supermarkets. Aiming at the automatic pricing and replenishment strategies of vegetable products, this paper visualizes each item and each category to obtain the distribution and relationship of time, sales volume, and sales frequency of different items and categories. Spearman grade correlation coefficient is used for correlation analysis, and a single linear regression model is established. The relationship between cost profit rate and cost, selling price, and total sales volume of each category is obtained. Then, the ARIMA prediction model is used to predict the automatic pricing and replenishment strategies for each category and each vegetable item during the week of July 1-7, 2023, and July 1, 2023.

A Review of Research on Pricing Strategies and Pricing Factors of Enterprise Products

As one of the core strategies of enterprise marketing activities, product pricing has an important impact on the market share, profit level and brand image of enterprise products. There are many factors that enterprises consider in product pricing, such as cost, customer demand, brand awareness, market penetration, market trend, market development prospects, market competition environment, policy and other factors, which are important factors affecting enterprise product pricing. This paper firstly introduces the importance of product pricing in marketing strategy, combined with the nature of domestic and foreign enterprise products, and then summarizes the pricing strategy, pricing method and applicable conditions of enterprise products, and analyzes the pricing factors and influencing mechanism of enterprise products. Then, it summarizes the product cost, product types, customer demand, price elasticity, consumer behavior, sales channels, etc. Finally, it summarizes the shortcomings of existing literature research.

Research on Marketing Strategies for Parent-Child Hotel Products Based on the Needs of the 'New Middle Class' Family"-A Case Study of Hotel A

Research on Marketing Strategies for Parent-Child Hotel Products Based on the Needs of the 'New Middle Class' Family"-A Case Study of Hotel A

The Role of Business Management in the Innovative Development of the Cultural Tourism and Education Industry

The Role of Business Management in the Innovative Development of the Cultural Tourism and Education Industry

Developing a global B2B strategy for products and services management: practical guidance from the field

PurposeThis study aims to examine the challenges of developing a global business-to-business (B2B) offering from an emerging economy (Chile) during an internationalization endeavor. This study analyzes the development and management of an offering evolving from local to global.Design/methodology/approachThe data were collected via an in-depth interview (105 min).FindingsThe interviewee presented a mixed of interesting marketing and/or marketing-related decisions (e.g. marketing–sales interface and marketing capabilities development) that support the internationalization of a firm and consequently its offering.Research limitations/implicationsThe data represent a practical, ongoing rationalization of the events perceived by a manager. New theory can emerge from further exploring identified research opportunities.Practical implicationsThe findings suggest that an emerging economy firm can gradually transition toward a multinational condition by coordinating a series of marketing and/or marketing related decisions, where the CMO (i.e. maximum marketing authority in the organization) plays an essential role.Originality/valueThis study brings the voice of practitioners to an academic environment and serves as an innovative effort to analyze B2B practitioners’ reality from a scholarly perspective. To the best of the authors’ knowledge, this study is the first one of the new series “Practitioners Insights” in the Journal of Business and Industrial Marketing.

Unveiling the emerging role of curcumin to alleviate ochratoxin A-induced muscle toxicity in grass carp (Ctenopharyngodon idella): in vitro and in vivo studies

BackgroundOchratoxin A (OTA), a globally abundant and extremely hazardous pollutant, is a significant source of contamination in aquafeeds and is responsible for severe food pollution. The developmental toxicity of OTA and the potential relieving strategy of natural products remain unclear. This study screened the substance curcumin (Cur), which had the best effect in alleviating OTA inhibition of myoblast proliferation, from 96 natural products and investigated its effect and mechanism in reducing OTA myotoxicity in vivo and in vitro.MethodsA total of 720 healthy juvenile grass carp, with an initial average body weight of 11.06 ± 0.05 g, were randomly assigned into 4 groups: the control group (without OTA and Cur), 1.2 mg/kg OTA group, 400 mg/kg Cur group, and 1.2 mg/kg OTA + 400 mg/kg Cur group. Each treatment consisted of 3 replicates (180 fish) for 60 d.ResultsFirstly, we cultured, purified, and identified myoblasts using the tissue block culture method. Through preliminary screening and re-screening of 96 substances, we examined cell proliferation-related indicators such as cell viability and ultimately found that Cur had the best effect. Secondly, Cur could alleviate OTA-inhibited myoblast differentiation and myofibrillar development-related proteins (MyoG and MYHC) in vivo and in vitro and improve the growth performance of grass carp. Then, Cur could also promote the expression of OTA-inhibited protein synthesis-related proteins (S6K1 and TOR), which was related to the activation of the AKT/TOR signaling pathway. Finally, Cur could downregulate the expression of OTA-enhanced protein degradation-related genes (murf1, foxo3a, and ub), which was related to the inhibition of the FoxO3a signaling pathway.ConclusionsIn summary, our data demonstrated the effectiveness of Cur in alleviating OTA myotoxicity in vivo and in vitro. This study confirms the rapidity, feasibility, and effectiveness of establishing a natural product screening method targeting myoblasts to alleviate fungal toxin toxicity.Graphical

Determinants of Purchase Intention of Skincare Products, Brand Image as Moderation On The Tiktok Platform

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.

Analisis Strategi Pemasaran Syariah Produk Gadai Emas (Rahn) di Pegadaian Syariah

This research discusses the Analysis of Sharia Marketing Strategy for Gold Pawn Products (Rahn) at Sharia Pawnshops. Studies at the Pawnshop Sharia Service Unit Simpang Mayang Jambi. The aim of this research is to describe how marketing is carried out at Pegdaian Syariah Simpang Mayang, Jambi City, seen from the Sharia Marketing Indicators and what the obstacles are in marketing its products, especially Gadai Syariah (Rahn) products. This research is field research using descriptive qualitative methods. Data collection involves observation, interviews and documentation. Test the validity of this research using triangulation techniques. The subjects in this research were employees or marketers of Pegadaian Syariah Simpang Mayang, Jambi City and customers, with three employee informants and three customer informants. The results of this research indicate that marketers at the Simpang Mayang Syariah Pegadaian, Jambi City do not fully meet the characteristics of a sharia marketer. It can be seen from the Four Sharia Marketing Indicators that have not been fully implemented. There are 4 Marketing Indicators in Sharia Marketing. Of the 4 (Four) marketing indicators, only Ethical (akhlaqiyah) and Realistic (al-waqi'iyyah) have been fully implemented, while Theistic (rabbaniyah) and Humanistic (al-insaniyyah) have not been fully implemented. . There are obstacles for the Sharia Pawnshop Unit Simpang Mayang Jambi City in marketing its products, especially Sharia Pawnshop (Rahn) products. Such as trust from customers, the double duty of each employee and competition from other financial institutions.

Penerapan Data Mining untuk Menentukan Produk Terlaris pada PT Joynare Mitra Teknologi menggunakan Metode Naive Bayes

The research applies the Naive Bayes method to determine the best-selling products at PT Joynare Mitra Teknologi. The contribution of this research is to provide a reference for other companies interested in using similar techniques to analyze their product data. Testing was carried out by processing data using Microsoft Excel and RapidMiner, with training and testing data. The test results show that the Naive Bayes method can classify best-selling products with a high level of accuracy, reaching 87.00%. Apart from that, the resulting precision reached 72.41%, and recall was 80.77%. The best-selling products in hardware sales such as motherboards, CPUs, RAM, hard disks, SSD, and printers can be identified through data analysis. The conclusion from the research is that the Naive Bayes method is very appropriate to use to optimize sales strategies for hardware products based on customer preferences.

Integrated sensing and machine learning: Predicting saccharine and bioenergy feedstocks in sugarcane

Predicting saccharine and bioenergy feedstocks in sugarcane enables growers and industries to determine the precise time and location for harvesting a better-quality product in the field. On one hand, Brix, Purity, and total recoverable sugars (TRS) can provide meaningful and reliable indicators of high-quality raw materials for first-generation (1 G) bioethanol. Conversely, Cellulose, Hemicellulose, and Lignin are the primary constituents of straw, directly contributing to second-generation (2G) bioethanol. However, analyzing these materials in the laboratory is a time-consuming and non-scalable task. Therefore, we propose an approach based on a multi-sensor framework, which includes multispectral unmanned aerial vehicle (UAV) imagery, thermal, photosynthetic active radiation (PAR), and chlorophyll fluorescence (ChlF) data, along with machine learning (ML) algorithms namely random forest (RF), multiple linear regression (MLR), decision tree (DT), and support vector machine (SVM), to develop a non-invasive and predictive framework for mapping sugarcane feedstocks. We collected samples of stalks and leaves/straw during the maturity stage while simultaneously collecting remote sensing data. The ML models played a crucial role in predicting 1 G (R2 = 0.88–0.93) and 2 G (R2 = 0.56–0.82) feedstocks. Notably, remote sensing data could serve as important features for the models, mainly through the spectral bands (Blue, Green, and RedEdge), DTemp and ChlF. Hence, the best features can be further implemented within a framework to predict sugarcane feedstocks. Our study marks a significant advancement in the industrial-scale prediction of sugarcane feedstocks, providing stakeholders with invaluable prescriptive harvesting strategies for both primary products and by-products.