Product Strategy Research Articles

OMNICHANNEL MARKETING STRATEGY ON SHRIMP AMPLANG SHOPPING EXPERIENCE IN THE DIGITAL AGE WITH CONSUMER ENGAGEMENT AS A MEDIATING VARIABLE

Rapid digital transformation has revolutionized consumer behavior, yet research on omnichannel strategies for traditional local products is limited. This study investigates the impact of omnichannel marketing strategies on the shopping experience of Amplang Udang, a popular shrimp cracker from Riau, Indonesia, with consumer engagement as a mediating variable. Using a quantitative approach, data was collected from 100 respondents through an online survey and analyzed using structural equation modeling (SEM). Results showed a significant positive relationship between omnichannel marketing strategy and shopping experience (β=0.42, p<0.001). Consumer engagement partially mediates this relationship, with the indirect effect accounting for 38% of the total effect. This study contributes to the understanding of omnichannel effectiveness for local products in the digital age and provides practical insights for small-scale food manufacturers. It is concluded that the integration of online and offline channels, coupled with strategies to increase consumer engagement, can significantly improve the shopping experience of traditional products such as Amplang Udang in an increasingly digitalized marketplace.

VRIO Analysis in Developing Branding Strategies for Egg-Based Food Products as Souvenirs from Blitar – Local Perspective

Blitar is rich in tourism potential. The local economy stands to benefit significantly from tourism, creating job opportunities and enhancing community development. Blitar's position as a major egg producer offers unique opportunities for developing egg-based souvenirs. However, challenges include identifying appealing products and effective branding strategy is required to enhance the marketability of these products, fostering economic growth and tourism in the region. This study utilizes a mixed-method approach to explore consumer perceptions of egg-based processed products in Blitar, combining quantitative surveys with qualitative interviews of business actors. A survey of 61 respondents gathered measurable data on consumer preferences and factors influencing purchasing decisions. In-depth interviews provided insights into marketing strategies and challenges faced by producers. The study employs descriptive statistics and VRIO analysis to develop effective branding strategies for promoting processed egg products as signature souvenirs from. The analysis reveals that respondents indicating higher interest in egg-based products as souvenirs from Blitar as food significantly influences their choice of tourist destinations, with a strong preference for local ingredients. However, awareness of Blitar’s egg production potential is low, leading to limited appeal for egg-based products. The VRIO analysis shows organizational weaknesses hinder competitive advantage despite valuable product features. Effective branding strategies tailored to consumer expectations are crucial for market success. Enhancing product awareness and education through organized action can further strengthen the appeal of these culinary offerings in tourism.

GO-TO-MARKET STRATEGIES FOR CONSUMER TECHNOLOGICAL PRODUCTS WITH SUBSCRIPTION MONETIZATION MODEL

This study examines go-to-market (GTM) strategies for consumer technological products utilizing subscription monetization models. As the digital landscape evolves, businesses are increasingly adopting subscription-based approaches to generate recurring revenue and establish long-term customer relationships. Our research investigates the key components of successful GTM strategies in this context, focusing on market segmentation, value proposition development, pricing strategies, distribution channel selection, and customer acquisition and retention tactics. Through a comprehensive analysis of scientific papers, industry reports, and case studies, we identify best practices and trends in subscription-based GTM strategies for consumer tech products. Our findings highlight the importance of market segmentation, value proposition development, pricing strategies, marketing and communication, customer acquisition and retention practices in optimizing customer lifetime value. This study contributes to the growing body of literature on subscription business models and provides practical insights for managers and entrepreneurs in the consumer tech industry.

Modeling random warranty and replacement strategies for products with two modes of failure and mission cycles

Characteristics like mission cycle, failure number, and failure mode act as crucial metrics for evaluating the reliabilities of products subject to various failure modes. As a result, this study develops two distinct strategies to manage product reliabilities. The first strategy focuses on managing warranty-stage reliability and employs renewable-free replacements to enhance warranty appeal. Using either the criterion of “whichever occurs first” or “whichever occurs last”, this strategy is called a three-dimensional random warranty-first-or-last approach with renewable-free replacement. The second strategy involves various replacements, providing comprehensive management of post-warranty reliability. The first approach within this second type of strategy is called the bivariate random periodic replacement-first-with-corrective-replacement method. The proposed warranty can identify reliability heterogeneities, which serves as the basis for adapting the second approach within the second type of strategy. Time and cost factors are used to quantify the proposed strategies. Numerical analyses are carried out focusing on key parameters.

ФОРМУВАННЯ ПРОДУКТОВОЇ СТРАТЕГІЇ ЯК ГОЛОВНОГО ЕЛЕМЕНТА МАРКЕТИНГОВОЇ ТОВАРНОЇ ПОЛІТИКИ

Introduction. Today, when the target market changes, competition increases or the marketing environment changes, the nature and pace of product development must also change. Different markets and competitive situations require different product development cycle lengths, degrees of standardization and support services. All of the above requires a rethinking of the role of marketing product policy, in particular marketing product strategy. The purpose of the article.To investigate the essence of the product strategy, the peculiarities of product marketing, to analyze the foreign experience of forming a product strategy and to build a model of the company's product marketing strategy. Metods. The use of the method of analysis and synthesis of foreign experience in the formation of product marketing made it possible to adapt the model of the company's product marketing strategy to domestic realities. Results A product strategy sets the direction for the business, unites everyone around common goals and reduces waste. Product marketers spend a lot of time solving problems – many of which could be avoided if product goals, priorities and strategies were clear and aligned. In order to better understand who should do what, a model of the company's marketing product strategy is proposed, which includes three components: a strategy for determining product activity (initial activity); product manufacturing strategy (input activity) and sales strategy (output activity). Conclusiоns The structure of product marketing and its functioning depends on the size of the enterprise, the markets in which it operates, as well as the skills and preferences of the people involved. However, in order to achieve success, it is necessary to realize three aspects: decide who and what should be done; understand who is ultimately responsible for the success of each product; a detailed understanding of existing and potential customers and markets. Knowing this helps ensure products are well positioned, customers want to buy them, and sales teams have what they need to sell.

ТОВАРНА ПОЛІТИКА ПІДПРИЄМСТВА ЯК ОБ’ЄКТ МАРКЕТИНГОВОГО АНАЛІЗУ І ПЛАНУВАННЯ

Introduction. For the effective organization of marketing activities of the enterprise, it is important to rationally build a product policy, which is the basis for making marketing decisions related to the features of the product purchase and the mechanism of its promotion from the manufacturer to the end consumer. The purpose of the article is an in-depth study of the theoretical and methodological aspects of the analysis and planning of marketing product policy (PMP) by developing the structure of the enterprise's PMP strategic plan and building a product management model. Methods. Using the method of analysis and synthesis made it possible to propose an own approach to marketing planning of product policy. Results. The article provides a theoretical analysis of literary sources regarding the interpretation of the concept of PMP by various authors, the expediency of marketing analysis and product policy planning is substantiated. Based on the study of foreign experience, the structure of the enterprise's PMP strategic plan was developed. The relationship between the formation of the PMP «roadmap» and the need to check the maturity of the marketing product policy team, which is represented by such entities and processes as management, employees, PMP implementation tools, business processes and production organization, is presented. Conclusions. Improving MTP planning is one of the most important ways to increase the efficiency of the enterprise. It is important to carry out such marketing planning, which helps to substantiate the impact of the enterprise's general corporate strategy, business strategies on the product strategy.

Consumer private data collection strategies for AI-enabled products

The increasing use of artificial intelligence (AI) to enhance products and services has enabled personalized offerings and smarter functionalities through the analysis of consumer data. However, privacy concerns present significant challenges to the effective utilization and commercialization of AI-enabled products. To address these concerns, firms must carefully navigate consumer data privacy and develop appropriate data collection strategies to support future product intelligence, particularly with AI technologies like ChatGPT. This study examines two primary data collection approaches: the uniform policy strategy and the option menu strategy. A mathematical model is constructed to assess these strategies, considering factors such as information externalities and heterogeneous consumer privacy concerns. By comparing firm profits, consumer surplus, and social welfare under both strategies, the study finds that the option menu strategy becomes optimal when there are considerable differences in privacy concerns across consumer groups or when even smaller differences exist, but consumers place a high value on personalized services. These insights offer guidance to firms and policymakers in formulating appropriate data collection strategies for AI-enabled products.

Myosin supramolecular self-assembly: The crucial precursor that manipulates the covalent aggregation, emulsification and rheological properties of myosin

The transformation of molecular conformation and self-assembly properties of myosin during the heating process at different ionic strengths (0.2 M, 0.4 M and 0.6 M NaCl) and its effect on rheological behavior and emulsification properties were investigated. Under incubation temperatures between 40 °C and 50 °C, myosin underwent a supramolecular self-assembly stage dominated by noncovalent forces (hydrogen bonding, ionic bonding and hydrophobic interactions). Higher ionic strength facilitated molecular rearrangement through enhanced swelling of myosin heads and head-to-head assemblies, which contributed to enhanced ordering and homogeneity of myosin covalent aggregates (above 60 °C) and manifested itself macroscopically as enhanced gel viscoelasticity and emulsion stability. In contrast, at lower ionic strength, the tail-to-tail assemblies of myosin led to the preferential formation of covalent cross-links in the tails, which resulted in the inability of molecular rearrangement and the formation of disordered aggregates and finally led to the deterioration of the gel and the destabilization of the emulsion. In conclusion, the supramolecular self-assembly behavior of myosin, as an intermediate process in myosin’s sol–gel transition, is crucial for the orderliness of myosin assemblies, gel network strengthening, and emulsion stability. The obtained insight provides a reference for the precise implementation of quality improvement strategies for meat products.

Comparison of ultrasound and high-pressure homogenization emulsification: A promising fabrication strategy for total nutritional double emulsion-based product enriched with low-molecular-weight oyster peptides

Comparison of ultrasound and high-pressure homogenization emulsification: A promising fabrication strategy for total nutritional double emulsion-based product enriched with low-molecular-weight oyster peptides

Pricing of Halal Fashion Products in Facing Competition Reviewed From an Islamic Economic Perspective

This article discusses the pricing of halal fashion products in facing competition with an Islamic economic perspective. This study aims to analyze the pricing of halal fashion products in facing competition with an Islamic economic perspective. This study uses a literature review approach, namely reviewing related research to be used as a source of data in the study. The results of the study show that in determining the price of halal fashion products, namely by looking at production costs, halal certification, product quality, and distribution and marketing costs. In facing competition, a marketing strategy for Muslim fashion products is needed, preferably based on digital marketing in order to reach a wider market. In the competition perspective of Islamic economics, there are also several principles that need to be applied, namely healthy competition, honesty, good and sympathetic thinking, justice, and the prohibition of gharar and usury.

Investment and Financing Decisions for Fuel Consumption Reduction in a Vehicle Supply Chain

This paper models the financing and fuel reduction investment decisions of a supply chain under chain and chain competition to analyze firms’ pricing, product, and investment and financing strategies. In two competing supply chains, one of them is willing to invest in fuel consumption reduction to meet its carbon social responsibility and pursue a competitive. It can choose between two financing models, manufacturer financing and retailer financing, to address the lack of investment capital. Consumers are inclined to purchase low-fuel consumption vehicles due to the cost of use and carbon concerns. Results show that under the model of manufacturer financing, the utility of both the manufacturer and the retailer improves. However, in this model, the fuel consumption reduction is lower than that under the model of retailer financing. If it takes the model of retailer financing, the manufacturer can achieve higher utility than under the model of manufacturer financing, but the retailer’s profits fall rather than increase. So the retailer would not take it unless the manufacturer and government compensate it.

Meningkatkan Kapasitas Kelompok Tani Sejati Melalui Manejemen Branding dan Strategi Pemasaran Digital Produk Pupuk Organik

The conventional marketing system for agricultural products has not been able to increase sales of products produced by farmer groups. This community service activity intervention aims to empower the Sejati Farmers Group through the socialization of branding management and digital marketing strategies for organic fertilizer products. This activity was carried out in July 2024 at the Sejati Farmers Group, Lendang Nangka Utara Village, Masbagik District, East Lombok Regency, with 18 participants. The service method used participatory and personal communication. This training resulted in a 25% increase in knowledge and a 15% increase in organic fertilizer sales in the three months after the training. In addition, this activity provides alternative solutions to environmental and social problems, as well as improving the welfare of the local community.

Marketing Strategies and Performance of Small and Medium Scale Enterprises (SMEs) in Ikare Akoko Ondo State

Marketing strategies has been a functional desire and a method for attaining all-inclusive business success. This paper examined effect of marketing strategies on the performance of Small and Medium Enterprises in Ikare Akoko. A descriptive research design was employed. Sample size of 350 was drawn from a population of 2825 which comprised selected registered SMEs owners in Ikare Akoko. Multiple Regression Technique was used to test research hypothesis. The findings obtained revealed that marketing strategy (promotion marketing strategy, price marketing strategy, place marketing strategy, and product marketing strategy) significantly influence performance of SMEs in Ikare Akoko. The research concluded that marketing strategy (product strategies, promotion strategies, price strategies and place strategies) have a significant and positive impact on performance of SMEs in Ikare Akoko. Hence, the paper recommended that SMEs in Nigeria should establish varieties of quality products with new features and design. This will increase many customers to patronize their products. They should also charge equitable price, position suitably to the final consumers. More so, Management of the SMEs in Ikare Akoko should ensure that they increase effort in product advertisement in order to enhance promotional strategy in the organisation. Finally, SMEs should continually ensure goods and services produced reach final consumers or users by locating convenient place for their varieties products. Keywords: Marketing Strategies, Performance, Price Strategies, Promotion Strategies, SMEs,

Consumer-Oriented Marketing Strategy of Chinese Domestic Otome Games: A Case Study of Love and Deepspace

Abstract: Otome games, story-based romance video games targeting women, originated in Japan in the late 1990s and have since gained popularity all around the world. This paper investigates the rise of Chinese domestic otome games, focusing on Love and Deepspace, a burgeoning and competitive title. The study analyzes its marketing strategy using the 4P model and examines the game's reflection on consumer behavior. The findings show that Love and Deepspace has innovated marketing approaches within the otome game industry, leveraging 3D modeling as the core of its product and price strategies and employing consumer-centric promotion strategies globally. As a conclusion, the paper states that understanding target consumers preferences is vital for future market planning. The research uses Love and Deepspaces success as an example to highlight the significant business value of domestic otome games and provide insights for companies to refine their strategies in this growing market.

An Automated Data-Driven Approach for Product Design Strategies to Respond to Market Disruption Following COVID-19

Abstract Online reviews provide a source to identify customer needs. While many studies have analyzed online reviews during the pandemic, it is worth noting that many customer preference studies in this period were not conducted within a product design context. The societal challenges presented by the prolonged COVID-19 pandemic, spanning nearly three years, have significantly impacted all facets of the population in a manner unparalleled in recent decades. Therefore, this research delves into the post-COVID-19 landscape, examining shifts in consumer preferences for diverse product features through an analysis of online reviews. Our framework unfolds in five stages: First, it collects online reviews and second, delves into customer interest in product features. Third, it analyzes customer sentiments toward these features. Fourth, employing interpretable machine learning techniques, it determines the significance of each feature. Fifth, an importance-performance analysis (IPA) and Kano models are utilized to formulate and analyze product strategies. The developed method is assessed on two real-world datasets—smartphone and laptop reviews. The results reveal that after the pandemic, customer satisfaction for the screen and camera in smartphones decreased, whereas it increased for those in laptops. In addition, the importance of battery features in smartphones and laptops has increased. These insights will aid companies in promptly formulating strategies to navigate dynamic market environments.

To What Extent Does Blind Box Marketing Affect Peoples Consuming Behavior?

Blind boxes, as an emerging industry, have gradually opened the Chinese market in recent years, and are sought after by consumers and various industries. It is a unique box that contains toys or other commodities, and people don't know what's inside until they open it. Meanwhile, continuous innovation has created a unique blind box marketing strategy, which uses consumers different motivations effectively to promote purchasing behavior. Based on the theory of consumer behavior and the strategy of blind box marketing +4p marketing theory (combined with AISAS model), this paper takes psychological motivation, demand motivation and investment motivation as intermediary paths to explore the impact on consumer purchasing behavior. Through the analysis of literature, questionnaire and tools such as SPSS25.0, the conclusions of relevant research are drawn: the effective combination of blind box marketing and product strategy can have a significant positive impact on consumers' purchasing behavior. The tremendous positive impact of price strategy on consumers' purchasing behavior is based on the consideration of different age groups. Place strategy and promotion strategy can only serve as the intermediary path between consumers' purchasing behavior, but cannot have a significant positive impact on them. Finally, through the above research, some suggestions for blind box marketing are provided.

The Critical Role of Product Managers and Their Responsibilities in Software Startups: A Systematic Literature Review

In the high-paced, uncertain, and resource-constrained environment of software startups, achieving product–market fit and acquiring initial customers are critical yet challenging tasks. These challenges are often exacerbated by the absence of strategic planning, inefficient requirements selection processes, inadequate resource allocation, and insufficient market research, leading to an alarming 63% failure rate among software startups. The Product Manager (PM), responsible for product strategy, planning, and results monitoring, plays a pivotal role in navigating these complexities; however, the PM role is often undervalued and lacks a universally accepted definition. This study aims to enhance the understanding of the PM's role within software startups by conducting a comprehensive Systematic Literature Review (SLR). Employing a rigorous selection methodology, we reviewed 134 studies and identified 662 distinct PM tasks across 122 activities. Notably, only 7 studies (5.73%) specifically addressed the software startup context, revealing a substantial gap in the literature. Our findings indicate that while product planning and requirements prioritization are dominant topics, many critical activities remain underrepresented, underscoring the need for targeted research in these areas. By addressing the unique challenges faced by software startups, we pave the way for more targeted and effective PM strategies. Future research should consider adopting mixed-method approaches to deepen the understanding of PM practices and investigate underexplored areas such as go-to-market strategies, roadmap creation, and requirements selection within the startup context.

Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets

Cobranding initiatives between a local and a global brand have become a prominent practice. This research contributes to the cobranding and global branding literatures by investigating the effects of positioning strategy of the cobranded product (global consumer culture positioning vs. local consumer culture positioning) on consumer evaluations in emerging markets. In five experiments, the authors show that using global consumer culture positioning for the cobranded product leads to heightened word-of-mouth intentions and more favorable product valuations. This effect holds for both local and global product categories. Building on signaling theory, the authors show that brand credibility mediates the effect of positioning strategy on word-of-mouth intentions. Further, when the local (vs. global) brand is the announcement source, using a global rather than a local consumer culture positioning leads to enhanced word-of-mouth intentions. Yet, for consumers with stronger ethnocentrism, when the global brand makes the announcement of a cobranded product positioned on local consumer culture, word-of-mouth intentions are higher. Altogether, the findings have nuanced implications for local branding, global branding, and young consumers in emerging markets.

Digital Marketing Strategy for MSMEs to Increase Competitiveness of Local Products

General background in the current digital era, small and medium enterprises (MSMEs) are a vital component of local economic development, particularly in rural areas. Specific background MSMEs producing local products such as bags and suitcases are prominent in certain regions, but face significant marketing challenges. Knowledge gap: However, few studies have explored the application of digital marketing strategies to improve the competitiveness of local MSME products.This study aims to analyze the application of digital marketing as a marketing strategy for local village products to increase the competitiveness of MSMEs using a SWOT analysis approach. The results show that MSMEs need strong government and institutional support to overcome market barriers and adopt advanced marketing techniques. The findings emphasize the importance of training and mentoring programs to enhance technical and managerial skills, as well as the introduction of new technology. Additionally, creating a community of craftsmen and entrepreneurs can foster knowledge-sharing and expand business networks, contributing positively to the competitiveness of local products. Novelty the study introduces a comprehensive approach that combines digital marketing and community building, which has not been extensively studied in the context of rural MSMEs. The implications of this research suggest that by leveraging digital platforms and forming supportive networks, MSMEs can increase their market reach and competitiveness, contributing significantly to local economic growth. Highlights: MSMEs require digital marketing strategies to boost product competitiveness. Government support and training are crucial for overcoming market challenges. Community-building among craftsmen enhances business networks and knowledge-sharing. Keywords: MSMEs, Digital Marketing, Competitiveness, Local Products, SWOT

Implementasi Analisis SWOT dalam Strategi Pemasaran Produk Si Nahdik (Simpanan Amanah Pendidikan) Pada KSPPS BMT Amanah Nusa Wedelan

Purpose- The purpose of this study is to make decisions on the marketing strategy of SIRADIK products at KSPPS BMT Amanah Nusa Wedelan through SWOT analysis. Methods- This research uses a qualitative approach with the SWOT (Strenght, Weakness, Opportunities, Threats) analysis method and combines it with the calculation of IFAS (Internal Factors Analysis Summary) and EFAS (External Factors Analysis Summary) weights. This method includes in-depth interviews, observation, and documentation. Results- From the calculation with the IFAS and EFAS approaches, the SI NAHDIK product marketing strategy is in the third coordinate and is included in the classification of turn-around strategies. The steps taken to maximize the product include market segmentation, marketing efficiency, effective use of social media.