Product Strategy Research Articles

Interplay of Product and Technological Innovation Strategies for Performance Improvement among Government Parastatals in Kenya

Many Kenyan parastatals struggle with financial challenges, including EPZA Athiriver. This study explores how effective innovation strategies can improve performance and address declining revenue issues. The purpose of this paper was to assess the influence of product and technological innovation strategies on the performance of government parastatals. A descriptive research design employed structured questionnaires administered to a stratified random sample of 109 employees from Finance, Human Resources, and Marketing departments, of government parastatals in Kenya. The findings of the regression analysis revealed statistically significant positive relationships between Product Innovations and Performance (β=0.48, p-value=0.0137), highlighting the critical role of product innovation in driving performance improvements, as well as technological Innovations and Performance (β=0.41, p-value=0.0235), affirming technological innovation as a crucial factor in enhancing performance. The study affirms that both product and technological innovation strategies significantly impact the performance of government parastatals. These findings emphasize the transformative potential of strategic innovation for government parastatals and offer valuable insights for revitalizing their financial health.

Exploring Design Strategies for Cultivating Sustainability and Enhancing Brand Image in Personal Care Product Brands

Through strategically implementing sustainable practices, businesses can enhance their public image and incentivize consumers to purchase environmentally friendly products. In recent years, many enterprises have actively pursued corporate social responsibility, striving to achieve profitability, fairness, and societal benefits simultaneously, thus creating a beneficial cycle for both businesses and the environment. The COVID-19 pandemic has altered brand perceptions and consumer habits, impacting not only packaging materials, product life cycles, and corporate social responsibility but also significantly impacted sustainability. Personal care products are utilized by individuals on a daily basis, emphasizing the need to consider various indicators in designing brand image strategies to ensure sustainable development. This study focuses on indicators for sustainable brand image design strategies within the personal care product indicators, employing a modified Delphi method to establish these indicators. The relative weights of these indicators were determined using the Analytic Hierarchy Process. The research findings underscore that conveying brand ideals to consumers, committing to brand values, enhancing brand visibility, and creating value are considered the most crucial indicators in the design of sustainable branding strategies for personal care products. These results provide essential insights for researchers and brand developers to formulate corresponding strategies, thereby achieving sustainable brand development and enhancing competitiveness.

Biomimetic design of micro- and nano-wrinkle wood surface via coating reinforced with hyperbranched polymer grafted cellulose nanofibers for skin-tactile performance

Inspired from human skin, micro- and nano-wrinkled wood surface with skin-tactile performance was designed and developed using a waterborne UV-curable polyurethane acrylate coating and cellulose nofibers (CNF). To further improve the properties, the CNF was diacetylated to D-CNF and further grafted with a hyperbranched polymer containing rich end amino groups (HB-CNF). The surface structure and chemical reactions were characterized, and the skin-tactile performance of the coating was comprehensively investigated. The HB-CNF exhibited excellent dispersion in the coating, and extensive reactions occurred between the two through the –NH2 and terminal –NCO groups, resulting in much improved mechanical properties and durability. Micro-wrinkles with a width of approximately 12–15 μm and a height of 8–14 μm were created, and nano-protrusions of wrinkles ranging from to 50–100 nm were obtained. The coated surface was hydrophobic and exhibited high resilience after compression, with a gloss of 3.3 GU at an incident angle of 60° and a static friction coefficient of 0.26, both of which were similar to those of human skin. The results presented an effective strategy for high-performance wood products with a good feeling, which is helpful to improve the market competitiveness and meet the people's pursuit of a better life.

Optimizing pricing and ordering strategies for new products in the presence of consumers with pre-purchase beliefs

Optimizing pricing and ordering strategies for new products in the presence of consumers with pre-purchase beliefs

Game‐theoretic approaches to product introduction strategies for durable products

AbstractNew product demand continuously fluctuates throughout the life of the product. As a result, markets typically experience high volatility. Most companies operate in highly competitive industries where the product volume supplied by the competitors significantly affects production plans. These conditions necessitate companies to be flexible and rapidly adapt to such volatility. In this study, we investigate the product introduction strategies under two microeconomic theories: real‐option valuation and game theory. Specifically, we develop a real‐option valuation framework with a flexible capacity based on two game‐theoretic models, namely, Stackelberg and Cournot, in a duopoly market where competitors have either perfect or imperfect information. Furthermore, we construct a lattice to discretize the demand evolution and adopt a regime‐switching approach to characterize the stochastic product lifetime. We conduct an extensive numerical study and compare net present values (NPVs) and optimal capacities obtained from the game‐theoretic models. Our results show that under perfect information, the Stackelberg competition generates more supply with lower prices and less total than the Cournot competition. Moreover, we find that, compared to the fixed‐capacity system, the flexible capacity system increases the in the Stackelberg game (by 5.5%) more than in the Cournot game (by 3.3%). We provide further results on the performance of the companies based on detailed sensitivity analysis for various model parameters. In particular, we observe that fixed and variable production and installation costs majorly impact capacity allocation decisions and profits.

Research on Cross-Border E-commerce Marketing Strategies for Australian Natural Skincare Products Based on User Personas

With the booming development of global e-commerce, cross-border e-commerce marketing has become an indispensable part of brand internationalization strategies. This paper primarily investigates the cross-border e-commerce marketing strategies for Australian Natural Skincare Products (ANSP) in the Chinese market, based on user personas. By analyzing the current cross-border e-commerce models and the development status of ANSP in the Chinese market, this study constructs user personas for Australian natural skincare brands. Based on these personas, precision marketing strategies guided by the AISAS model are proposed. The research finds that Chinese consumers have a high awareness of ANSP and prefer their natural and mild product characteristics. Through data collection and analysis, this paper reveals consumers' basic information, brand preferences, and purchasing motivations, thereby providing a theoretical basis and practical guidance for the formulation of cross-border online marketing strategies by Australian natural skincare companies in the Chinese market.

The Marketing Strategy of the New-launched Product: A Case Study on Nissin

This research utilized the new products of Nissin as a primary case study to examine the elements contributing to the significant sales volume generated by the recently established Sam's Club in Shenzhen. Nissin has recently unveiled a novel product known as "giant cup noodles," which is being offered as a limited-edition item for a brief duration. The availability of Sam's Club memberships has incited a surge in consumer purchasing activity among both existing members and non-members. The primary objective of this research paper was to conduct an analysis of Nissin Cup Noodles in order to explore the various factors that may contribute to the effectiveness of its marketing campaign. These factors encompassed the package color, product distinctiveness, and the use of a hungry marketing strategy within the campaign. Ultimately, this report presented appropriate recommendations to Nissin regarding the maintenance of its widespread appeal across various age demographics, as well as proposing future enhancements that Sam's Club might use to foster brand equity.

Research on the Brand Rejuvenation Strategy of Guochao Cultural and Creative Products Under the Background of "Internet +"

With the rapid development of "Internet +", the elements of "national tide" are more and more popular at present, and the development trend in the field of cultural and creative consumption is more and more rapid. At the same time, "Internet +" has changed the core competitiveness of media, and brought many opportunities and challenges to the younger brand of cultural and creative products. Based on the development background of "Internet +", this paper puts forward a new strategy for the younger brand of Guochao cultural and creative products to provide a new direction for the development of Guochao cultural and creative cause.

Developing packaging quality and marketing strategy for the product of Kopi Arabika Ran-Aini

The aim of the Community Service (PkM) is to develop packaging quality and marketing strategies for Ran-Aini Arabica Coffee products. This PkM was carried out using two methods in stages, namely: unstructured interviews and mentoring. The results of the interviews show that Ran-Aini Arabica Coffee products are not developing well due to two obstacles, namely unattractive product packaging and limited product marketing. This is the basis for the PkM Team to immediately carry out assistance. The assistance provided by the PkM Team is in the form of assistance in making product packaging and assistance in marketing products via digital platforms. In the end, through this PkM, Ran-Aini Arabica Coffee products have attractive packaging, and sales accounts on WhatsApp and Instagram digital platforms are more effective marketing media.

Research on Pricing Strategy and Profit-Distribution Mechanism of Green and Low-Carbon Agricultural Products’ Traceability Supply Chain

In agricultural production, chemical fertilizers and pesticides are being used in large quantities; the residues of these substances have some negative impact on the quality of agricultural products and soil, and they produce a large amount of carbon emissions. Green agricultural products are popular for their low carbon, quality, and safety, and they flow from the production side to consumers through a traceable supply chain. Therefore, ensuring the reliable and stable operation of the traceable supply chain for green, low-carbon agricultural products is an important issue. In view of the difficulty of obtaining information in previous coordination mechanisms in multi-person cooperative games, this article proposes an optimal pricing decision and constructs a profit-distribution model based on an improved Raiffa value to make the profit-distribution mechanism more conducive to the stability and sustainable development of the supply chain, and empirical analysis was carried out. The empirical analysis shows the following: (1) The centralized decision-making selling price of green and low-carbon agricultural products based on the quantitative cost–benefit analysis and demand function can realize the optimal profit of the supply chain. (2) Using the improved Raiffa value, considering the investment cost and risk to allocate the optimal profit of centralized decision-making, optimizes the profit distribution of supply chain members and overcomes the problem of the difficulty in acquiring information in multi-player cooperative games. (3) For investment costs and risks, the corresponding profit-distribution adjustment value weight vector can be obtained using the AHP; for risks that are difficult to quantify, the fuzzy comprehensive evaluation method and the risk-factor-based method can be used to determine the risk coefficient of each member of the supply chain. The optimized profit-distribution mechanism of supply chain members is more reasonable than decentralized decision-making, which has a significant reference for promoting the sustainable development of a traceable supply chain of green and low-carbon agricultural products.

Marketing Strategy for Gold Pawn Products in Attracting Customer Interest at Bank Syariah Indonesia KC Sibolga

This study aims to find out how the marketing strategy for pawning gold products in attractingcustomer interest in Islamic banks in Sibolga Kc. The type of research that the authors conducted wasfield research, namely field research that is descriptive qualitative in nature, namely a study thatdescribes the form of a marketing strategy for pawning gold products in attracting customer interest at Bank Syariah Indonesia Kc Sibolga. The results of this study are the marketing strategy for Islamic goldpawn products at Bank Syariah Indonesia Kc Sibolga, namely product strategies carried out bymaintaining service quality to customers and using a comprehensive assessment tool. The pricing strategy is achieved bymonitoring the product and operating the product according to Sharia principles. In the location strategy, this is done by providing a convenient and safe location for gold pawning transactions as well as easy access to the Bank's location. The promotion strategy is achieved by conducting broad outreach to the public, especially mothers, shop owners, entrepreneurs and maintaining promotions by distributing leaflets and maintaining public trust. And the results of data on sharia gold pawning customers in Sibolga District show that the gold pawn business has experienced significant growth, so that the marketing strategy plays a very important role in sharia gold pawning. Indonesian Sharia Bank Kc Sibolga.

Contract manufacturer encroachment via the customer‐to‐manufacturer strategy under different platform selling modes

AbstractThis paper considers an outsourced supply chain comprising a contract manufacturer (CM), an original equipment manufacturer (OEM) and an online platform. In addition to providing contract manufacturing services to the OEM, the CM enters the market using the customer‐to‐manufacturer (C2M) strategy. Two baseline models and four encroachment models with different selling modes are modeled to explore the interaction among CM encroachment, selling modes and the C2M strategy. We find that the CM will always encroach if brand substitution is sufficiently high. However, the CM will still encroach despite brand substitution being low if the platform charges the OEM a high commission rate in Scenario PR. The results also show that the CM may increase or decrease the wholesale price charged to the OEM according to his dependence on the OEM channel and direct channel. Finally, we find that after CM encroachment, the OEM is worse off, while the platform may be better or worse off. The profits of the CM, OEM, and platform decrease if customers are more concerned about production flexibility. Our work provides guidance for CM encroachment from the perspective of channel choice and product strategy and offers managerial insights into C2M practice.

PENENTUAN STRATEGI PEMASARAN HASIL TEMBAKAU DI TENGAH NAIKNYA TARIF CUKAI DAN PEREDARAN ROKOK ILEGAL

The tobacco products industry in Indonesia is facing two big challenges: increasing excise rates and the circulation of illegal cigarettes. An increase in excise rates increases cigarette prices and can reduce demand. On the other hand, illegal cigarettes offer cheaper prices and are competitors to legal products. CV Gagak Hitam is a cigarette company that was founded in 2004 and is still running the tobacco products industry in the form of hand-rolled kretek cigarettes (SKT) and machine-made kretek cigarettes (SKM) amidst rising excise rates and the circulation of illegal cigarettes. This research focuses on determining marketing strategies for tobacco products at CV. Black Crow uses SWOT analysis. The analysis results show that CV. Black Crow has several strengths, such as a strong brand, wide distribution network, and consumer loyalty. However, CV Gagak Hitam also has several weaknesses, such as high prices and a negative image of tobacco products related to health. Opportunities that can be utilized by CV. Black Crow is increasing public awareness of health and the development of digital technology. The threats facing this industry are increasing excise rates, the circulation of illegal cigarettes, and increasingly stringent government regulations. Marketing strategies that can be implemented by CV. Gagak Hitam in the midst of this situation is developing innovative products at competitive prices, strengthening brand image and increasing consumer awareness, utilizing digital technology to reach consumers and increase marketing efficiency, as well as working with the government to overcome the circulation of illegal cigarettes. Keywords: tobacco products; excise rates; illegal cigarettes; marketing strategy swot analysis.

Analisis Dampak Perkembangan Teknologi Terhadap Model Bisnis dan Pemasaran di ISC Komputer Kutowinangun Kebumen

Technological developments have changed many sectors, one of which is in the business world. Business actors are required to continue to be updated on technological developments that are increasingly rapidly increasing day by day. This demand is also in line with consumer behavior that changes with the development of the technology, where there are many features that make it easier for consumers to get what they want, and vice versa, technology also makes it easier for business people to run their business. Talking about impact, it is not only convenience or positive things that are presented by technological developments, but there are always weaknesses/negative sides as a comparison and consequence of a change. Therefore, this research is important to do to analyze and find out the impact of increasingly rapid technology on business which will later become a business evaluation in the future. Moreover, the times are increasingly sophisticated and must be balanced with an understanding of technology in order to facilitate business. This study aims to determine the impact of technological developments on business and marketing models at ISC Komputer Kebumen. This study uses a qualitative approach with data collection techniques using interviews, observation and documentation and the research location is at ISC Komputer Kutowinangun Kebumen. The results of this study indicate that technological developments affect the business at ISC Komputer starting from its changing business model by utilizing technological developments. Then in terms of marketing, technological developments affect ISC Komputer in terms of product strategy, location and distribution strategy, price strategy, and promotion strategy. Technological developments have a positive impact as well as a negative impact on ISC Komputer where the positive impact of ISC Komputer can expand its reach, while the negative impact of ISC Komputer is that it is more difficult to get big profits and competition is getting tougher.

4P Marketing Mix Strategy Samsung Galaxy Series A05 Smartphone Products

Technological developments and the push of the era of globalization are one of the main causes of transformation and development of sophisticated technology. Smartphones are one of the electronic products that humans need in their daily mobility, whose main function is as a communication tool and have various functional features such as sending messages, listening to music, browsing, taking photos or videos, and running software applications. Samsung is a brand that sells electronic products, one of which is smartphones. This research aims to review the 4P marketing mix strategy for the Samsung Galaxy Series A05 smartphone product. The research method used is descriptive qualitative with SWOC analysis. It can be concluded that the 4P marketing mix for the Samsung Galaxy Series A05 Smartphone product using the SWOC approach produces four alternative strategies, namely: SO; WO; SC; WC. Thus, the marketing mix for the Samsung Galaxy A05 seeks to position the Samsung Galaxy A05 as a competitive choice in the lower middle class by prioritizing a balance between feature performance and price. The Samsung company must maintain the quality of its products and brand image. Increasing innovative, varied, and consistent promotions. Then take advantage of affiliates and brand ambassadors who are known to potential consumers. Using a brand image that is already embedded in society, creates new trends to increase opportunities to compete. Then expand market share with the aim of attracting more consumers.

Strategi Pemasaran Dana Pensiun dalam Meningkatkan Pruduk Pensiun pada Bank BSI KCP Jember Gajah Mada

The purpose of this study was to determine how the marketing strategy of Islamic pension fund products at Bank Syariah Indonesia and what obstacles are faced when marketing pension fund products to the people of Indonesia, This marketing strategy is structured based on what to do, who does it, and when to do it. The marketing strategy used by Bank Syariah Indonesia KCP Jember Gajah Mada in increasing sales of pension products is to use promotional approaches and strategies. This approach to customers can increase the long-term growth of Bank Syariah Indonesia KCP Jember Gajah Mada and maximum customer satisfaction. After conducting the approach process, the next stage is the promotion strategy. Promotion is an activity that aims to convey information about pension products to customers, so that these pension products are known and can encourage customers to use them. Promotion is also very useful for providing information about the advantages or disadvantages of these pension products. The method used in this research is a qualitative research method, namely by making observations to the research location, conducting interviews with Bank Syariah Indonesia employees and collecting data from various sources related to this research. It is hoped that from the results of this research, Bank Syariah Indonesia can market its products in accordance with the wishes of the Indonesian people who make transactions safely, comfortably and blessedly.

Marketing Mix 7P Strategy Analysis At PT. Ayo Media Network Bandung

PT. Ayo Media Network Bandung is a company engaged in the digital mass media industry, offering a digital news portal product called AyoBandung.com. This research aims to obtain information and a real picture of how the implementation of the 7P marketing mix strategy is carried out by PT. Ayo Media Network Bandung in developing the AyoBandung.com product. The method used in this research is explorative qualitative, which concretely describes how the company implements the product, price, place, promotion, people, process, and physical evidence strategies. Data collection techniques for this research include interviews with 7 informants, documentation and literature studies, as well as source triangulation. The results of this research indicate that the company has implemented all elements of the marketing mix in its business marketing activities. However, not all elements are running optimally. The product, price, process, and physical evidence elements are functioning well. Meanwhile, the place, promotion, and people elements are still facing some obstacles.

Can Purchasing Decisions be mediated by Brand Awareness?

This study aims to examine how Social Media Marketing, Brand Ambassadors, and Promotions influence the Purchasing Decisions of Menantea products, as well as the mediating role of Brand Awareness in connecting these independent variables and Purchasing Decisions of Menantea products. Employing a survey method with purposive sampling, data was gathered from consumers of Menantea products who had purchased the product at least once. Structural Equation Modeling (SEM) via SmartPLS 4 software was utilized for data anlaysis. The findings indicate that promotions directly significant effect on Menantea Product Purchase Decisions, while Social Media Marketing and Brand Ambassadors do not affect on Menantea Product Purchase Decisions. Furthermore, Brand Awareness has a significant direct effect on Menantea Product Purchasing Decisions and acts as a mediator, social media marketing through brand awareness has no influence on purchasing decisions, while brand ambassadors and promotions through brand awareness have an indirect influence on purchasing decisions for Menantea products. This study aims to provide valuable insights into developing marketing strategies for Menantea products and similar products.

A divergent intermediate strategy yields biologically diverse pseudo-natural products

The efficient exploration of biologically relevant chemical space is essential for the discovery of bioactive compounds. A molecular design principle that possesses both biological relevance and structural diversity may more efficiently lead to compound collections that are enriched in diverse bioactivities. Here the diverse pseudo-natural product (PNP) strategy, which combines the biological relevance of the PNP concept with synthetic diversification strategies from diversity-oriented synthesis, is reported. A diverse PNP collection was synthesized from a common divergent intermediate through developed indole dearomatization methodologies to afford three-dimensional molecular frameworks that could be further diversified via intramolecular coupling and/or carbon monoxide insertion. In total, 154 PNPs were synthesized representing eight different classes. Cheminformatic analyses showed that the PNPs are structurally diverse between classes. Biological investigations revealed the extent of diverse bioactivity enrichment of the collection in which four inhibitors of Hedgehog signalling, DNA synthesis, de novo pyrimidine biosynthesis and tubulin polymerization were identified from four different PNP classes.

Entwicklung und Validierung eines Instruments zur Erfassung selbstregulierten Lernens in Lernprodukten

The analysis of students’ learning products enables a behavioral diagnosis of cognitive learning strategies and provides new information for the evaluation of learning activities. The current study aims to analyze whether organization and elaboration strategies can be measured reliably in learning products and can be validated by learning success. With a newly developed coding scheme 229 lecture summaries of 24 student teachers were examined by different high-inferent categories, which enable an efficient evaluation of the learning products. For deeper insights, 94 lecture summaries of 10 students with either high or low learning success were analytically rated by means of low-inferent categories. Overall results show an interrater reliability that is substantial for high-inferent categories and very good for low-inferent categories. Significant correlations between the usage of learning strategies for the learning products and learning success (exam grades) could be found. Students with high learning success used learning strategies of nearly all categories more frequently as those with low learning success. Limitations and potentials of the approach for diagnosing and evaluating self-regulated learning processes are discussed.