Product Strategy Research Articles

Marketing Strategy of Tape Producers in Pematang Panjang Village

he aim of this research is to 1) Describe product strategies for marketing Tape. 2) Describe the pricing strategy for marketing Tape. 3) Describe the marketing strategy for Tape. 4) Describe promotional strategies for marketing Tape. This research was conducted using a qualitative approach with descriptive methods used in this research to describe the marketing strategy of Tape producers in Pematang Panjang Village. The subjects in this research were Tape craftsmen. The data collection technique was carried out by observing the location of the peat Tape craftsmen in Pematang Panjang, interviews and documentation in the form of recordings and pictures. Data analysis uses data reduction based on research objectives, presenting data based on descriptions and drawing conclusions. Test data validity and triangulation. As a result of the research, the concept used in the marketing mix for Tape is the 4P model because it is good enough so that the effectiveness of the four models can increase and continue to grow in marketing, especially the number of consumers. The marketing mix concept is used as a concept that develops a strategy which will later become a benchmark for the company in marketing so that it will get the desired target.

Strategi Promosi Melalui Media Sosial Instagram Di Langgeng Florist Bali

Langgeng Florist Bali is one of the flower businesses in the Jimbaran area which was established in 2013 and has experienced very fast development. This development is supported by promotional strategies carried out on Instagram social media to introduce the products or services they have. The aim of this research is to determine the promotional strategy for Langgeng Florist Bali which is carried out through Instagram social media. Data collection techniques were carried out using interview and documentation methods. The data obtained was then analyzed using the SWOT analysis technique by combining internal and external factors. The research results show that the Instagram social media strategy implemented is as follows: (1) participating in events or exhibitions and posting these moments via Instagram stories. (2) working with influencers or popular accounts to collaborate to create interesting content about flowers, (3) creating interesting and creative visual content by utilizing Instagram features such as reels, guides, or shopping (4) carrying out product and service diversification strategies services such as wedding decorations, (5) identifying market segments and determining the market segments that best suit Langgeng Florist Bali's products and services.

Digital Branding Strategy for Leather Bag Products at the Manding Sabdodadi Bantul Craft Center

Digital Branding Strategy for Leather Bag Products at the Manding Sabdodadi Bantul Craft Center

The power of silent sustainability: Communication strategies for new sustainable products

Consumers are interested in sustainable products but they exhibit wariness about their efficacy resulting in a reluctance to purchase. Consumers perceive a high level functional risk in utilitarian benefits sustainable alternatives can provide. For that reason, communication strategy is essential for the success of new sustainable products. We analytically investigate the optimal pre-launch communication strategy and specifically, explore the role of third party reviews of new sustainable products. Before launching its new sustainable product, a firm can reach out an expert or an influencer to test it and write an honest review which informs consumers about the green product's quality in the traditional performance dimension. The firm cannot interfere with the content of the review, but can affect the degree of its informativeness by its investment level in pre-launch communication. We find that pre-launch communication is always profitable, but the optimal level of informativeness can be short of full revelation depending on the market conditions. Based on our results, we make suggestions to both firms and policy makers, which will help reduce the green attitude-behavior gap. Then, we investigate how the availability of pre-launch communication via third party testing and reviewing affects firms' sustainability strategy decision. Our analysis reveals that, depending on the market characteristics, the presence of pre-launch communication may encourage firms to be bolder in their sustainability initiatives and engage in high environmental impact strategies without concerning to preserve the conventional functional performance, or conversely, make them more risk averse and pursue mediocre environmental impact strategies with strong caution about the conventional functional performance.

"Short Video + Immersive Live Streaming" Assists in Marketing Strategies for Agricultural and Rural Products

"Short Video + Immersive Live Streaming" Assists in Marketing Strategies for Agricultural and Rural Products

Analisis Strategi Pemasaran untuk Meningkatkan Penjualan UMKM Ayam Geprek Melotot di Kota Jambi

Melotot Geprek Chicken Shop which is located at Jl. Sk Syahbudin, Ruko Puri Mayang, Mayang Mangurai, Jambi city. This Geprek Chicken Shop not only provides Geprek Chicken, but also provides toppings such as omelettes, liver gizzards, quail eggs, tofu-tempeh, perkedel, fried petai and others. The phenomenon or event that can be felt directly by researchers is, the Geprek Melotot Chicken Shop with a simple and not luxurious building design, ordinary service, and product sales that only use a word of mouth strategy, resulting in a lack of turnover as expected and what has been achieved. planned. So the aim of this research is to find out what marketing strategies are to increase sales, what obstacles are faced and what are the solutions in dealing with marketing strategies. The discussion of this research is related to the theory of increasing sales, MSMEs, Marketing Strategy, Halal Labeling, and Constraints in MSME Development. This research is a type of Qualitative research with a descriptive approach, using primary data sources and secondary data. The subjects of the research are Shop Owners and Consumers. Data collection techniques are observation, interviews and documentation. The results of this study indicate that the strategy implemented by Toko Ayam Geprek Melotot in increasing sales is by using the 9P marketing mix strategy (product, price, place, promotion, people, process, physical evidence, payment, packaging), namely product strategy, price, location, promotion, people, process, physical evidence, payment, and packaging.

Artificial intelligence for marketing product strategy in the online education market

The online education market has experienced tremendous growth, creating a competitive landscape where effective marketing solutions are crucial for success. Artificial intelligence (AI) has emerged as a powerful tool, offering innovative ways to enhance product marketing strategy. The purpose of the article was to highlight the integration of artificial intelligence into marketing product strategies in the online education market and to evaluate the chances of success for launching a new training course implemented through AI algorithms. A systematic review of advanced technologies and products in the AI market was carried out, along with a comparative analysis based on data from various authors and reports from organisations, considering the aspects of interpreting qualitative and quantitative market characteristics. Leaders in the global and Ukrainian online education market were analysed, and research was conducted on the marketing product strategy measures of successful players, indicating qualitative and quantitative data using SimilarWeb and Semrush online services. These results allowed for an analysis of the connection between the identified market segments and influencing factors to make practical recommendations for improving elements of marketing based on the identified issues of products and the online education market. To demonstrate the relevance and effectiveness of the proposals, an approach was applied to test if a product with enhanced AI marketing would fit into the market using the example of the Projector Institute company. The assessment obtained from the calculations showed that AI can strengthen the marketing of online education products, as they will fully meet the interests of interested economic counterparts. The results of the study could be used by marketing, AI experts, product experts, business owners in marketing, etc. to enhance marketing solutions

Anteseden of Competitive Strategy and Implications for Improving MSMEs' Performance

The development of the tourism sector contributes to economic growth in Indonesia. This can be seen from visitors to Indonesian tourism objects experiencing an increase after Covid-19 occurred, especially after Indonesia hosted World Tourism Day. The purpose of this study is to be the basis for MSMEs in the Tourism and Creative Economy Sector of Samosir Regency in increasing the number of visitors to travel through the implementation of competitive strategies and the use of digitalization as well as understanding the importance of transformational leadership styles by MSME actors so that MSME performance can be improved and contribute to economic growth in Samosir Regency. The sample of this study amounted to 150 MSMEs with cluster random sampling technique. These MSMEs consist of two sub-districts, namely Tomok and Pangururan sub-districts, clustering MSME actors in the tourism sector, namely Accommodation, Restaurants, Entertainment, MSMEs in the field of Creative Products. Data analysis techniques use quantitative descriptive using SEMPLS. The results of the study found that the use of digitalization has not optimally had an impact on MSME performance but was able to significantly affect the competitive strategy seen from the use of digital platforms in the marketing process and facilitate transactions so as to provide good competitiveness to improve the tourism sector. MSME actors in the tourism sector in Samosir Regency have not been able to implement a transformational leadership style that directly affects their business performance, this can be seen from the role of the owner is still unable to adapt to changes that occur, especially in the tourism sector. And the application of competitive strategies, namely product strategy, price and distribution is a factor that has a positive and significant influence on the performance of MSMEs.

Bayesian network analysis of risk classification strategies in the regulation of cellular products

Cell therapy, a burgeoning therapeutic strategy, necessitates a scientific regulatory framework but faces challenges in risk-based regulation due to the lack of a global consensus on risk classification. This study applies Bayesian network analysis to compare and evaluate the risk classification strategies for cellular products proposed by the Food and Drug Administration (FDA), Ministry of Health, Labour and Welfare (MHLW), and World Health Organization (WHO), using real-world data to validate the models. The appropriateness of key risk factors is assessed within the three regulatory frameworks, along with their implications for clinical safety. The results indicate several directions for refining risk classification approaches. Additionally, a substudy focuses on a specific type of cell and gene therapy (CGT), chimeric antigen receptor (CAR) T cell therapy. It underscores the importance of considering CAR targets, tumor types, and costimulatory domains when assessing the safety risks of CAR T cell products. Overall, there is currently a lack of a regulatory framework based on real-world data for cellular products and a lack of risk-based classification review methods. This study aims to improve the regulatory system for cellular products, emphasizing risk-based classification. Furthermore, the study advocates for leveraging machine learning in regulatory science to enhance the assessment of cellular product safety, illustrating the role of Bayesian networks in aiding regulatory decision-making for the risk classification of cellular products.

(Invited) Achieving Robustness and Economic Viability in CO2 Electrolysis Scale-up: Key Results from RenewCO2

RenewCO2 is commercializing processes to convert carbon emissions from chemical manufacturing, which contributes 274 million metric tons of CO2eq annually in the U.S. alone. Our pioneering electrocatalytic Carbon Utilization Technology (eCUT) is adept at upcycling CO2 from hard-to-decarbonize industrial sources. By synthesizing commodity chemicals from CO2 emissions, eCUT promises high energy efficiency while producing carbon-negative materials. The critical innovation of RenewCO2’s eCUT process is deploying catalysts designed with readily available metals, optimizing the process to reduce CO2 into multi-carbon chemicals selectively with impressive energy efficiency.RenewCO2 has significantly advanced CO2 electrolyzer scale-up, focusing on demonstrating process robustness and economic feasibility. Targeting liquid products such as monomers (glycols), RenewCO2 has demonstrated cost-advantaged process economics compared to the incumbent petrochemical and bio-derived routes. We present detailed findings on the enhanced performance of our proprietary catalysts, which have shown remarkable endurance under prolonged operational conditions (1000 h of operation) in a scaled-up stack containing five 500 cm2 electrodes. The RenewCO2 team has demonstrated consistent electrolyzer performance with minimal degradation over extended periods. We also delve into improvements in energy efficiency, showcasing how these enhancements contribute to the overall process economics.The purification process is crucial in making carbon-negative materials from CO2 that do not require a green premium. In this regard, RenewCO2 has achieved remarkable progress in demonstrating a highly energy-efficient product purification. In collaboration with Argonne National Lab, we have developed an advanced electrochemical separation method that removes ionic species from the products to comply with strict industrial standards and increase their market value. A key development in this area is our innovative approach to electrodeionization, which combines ion-exchange membranes with electrically active media. This method exhibits low energy consumption, robustness, and simple operation. These advancements in the purification process are integral to our system’s overall efficiency and are pivotal in our pursuit of creating economically viable and sustainable electrochemical manufacturing solutions.On the economic front, we provide an in-depth analysis of the cost implications of scaling up. This includes a breakdown of the capital and operational costs, along with a comparative analysis with existing technologies. We discuss the main factors contributing to product cost and strategies to minimize them, such as the integration of low-cost materials and judicious choice of operating conditions.Our aim is to provide a transparent and comprehensive overview of the challenges and the state-of-the-art in scaling up CO2 electrolysis to liquid products, offering valuable insights for the scientific community and stakeholders in the field.

Internationalization of Companies: a Systematic Literature Review Supported by Bibliometric Analysis

Objective: Conduct a comprehensive analysis of the internationalization of companies (IE) over the past three decades, exploring topics ranging from alliance strategies to mergers and acquisitions (M&A). Theoretical Framework: Over the past decades, the study of internationalization has gained importance with the reduction of border barriers. Hamel (1991) highlighted the role of international strategic alliances in promoting competition and learning. Multinational companies from emerging markets have become relevant, and early international expansion has driven competitiveness and innovation. Method: The methodology combines Systematic Literature Review (SLR) and Bibliometric Analysis (BA), using VOSviewer 1.6.20 software to explore networks of co-authorship, co-citation, and co-occurrence in 246 articles published between 1991 and 2023. Results and Discussion: The results revealed challenges in internationalization, such as selecting suitable partners and mitigating risks. Understanding the factors of success or failure is crucial. Opportunities include consistent product strategies that enhance global competitiveness and strategic collaborations, such as international alliances and joint ventures, which promote learning and innovation. Organizational learning offers a sustainable competitive advantage. Implications of the Research: The practical and theoretical implications discussed provide insights into how the results may influence practices in the field of alliances within a globalized business environment. Originality/Value: This study adopts an interdisciplinary approach, highlighting the importance of contextual, cultural, institutional, and economic factors in understanding the complexities of international strategic alliances.

Personalizing Ad Load to Optimize Subscription and Ad Revenues: Product Strategies Constructed from Experiments on Pandora

Using a field experiment on Pandora Media, the researchers show that one can increase subscription profits by 7% by personalizing ad load across users without decreasing ad profits.

Implementation of the marketing mix and selection of chocholate marketing strategy priorities in a chocolate company in Bali [Implementasi marketing mix serta pemilihan prioritas strategi pemasaran cokelat pada perusahaan cokelat di Bali

Chocolate is a processed product derived from cocoa beans that has undergone fermentation, drying, roasting, and grinding to produce high-quality cocoa powder. The processing of chocolate in a company involves many lengthy stages. Implementing a marketing mix is used as a technique to increase sales. The company needs to identify the superior products favored by consumers to develop priority marketing strategies. This study aims to analyze the application of the marketing mix in the chocolate industry and generate prioritized marketing strategies for the superior chocolate products produced by a company in Bali. The research method used is the Analytical Hierarchy Process (AHP). The results indicate that the marketing mix includes chocolate products such as chocolate cream, chocolate bars, and liquid chocolate. Product pricing depends on the form, with the most apparent pricing being for chocolate bars, calculated based on weight in grams. The production site is located at the main factory, which processes cocoa into chocolate cream, chocolate bars, and liquid chocolate, allowing consumers to experience the chocolate processing firsthand and try packaging chocolate at the factory. Chocolate promotion is continuously carried out through offline and online media, such as the company's website, which provides background information on chocolate production to the industry in Bali. The priority in chocolate marketing, based on the Analytical Hierarchy Process, is chocolate cream, followed by chocolate bars and liquid chocolate.

Electroosmotic coupled with particle-assisted deep eutectic solvent flotation for the enrichment of eugenol from clove

Eugenol has many biological and pharmacological activities such as antioxidant, anticancer, anti-inflammatory, antibacterial and anesthetic.In view of its wide range of beneficial activities, it is crucial to establish a method for the separation and purification of active components from clove. In this study, an electroosmotic coupled with particle-assisted deep eutectic solvent flotation method was established for the enrichment of eugenol from clove. Ten deep eutectic solvent (DES) extraction systems based on menthol as the hydrogen bond acceptor (HBA) were screened, and butanol was determined as the hydrogen bond donor (HBD) to prepare the optimal DES as extractant for extracting eugenol. Under the optimum operating conditions including solid–liquid ratio of 1:30, flotation time of 50 min, nitrogen flow rate of 55 mL/min, salt content of 20 g, pH of the clove suspension of 5.2, applied voltage of 15 V, copper electrode at the bottom, the yield of eugenol was 45.89 ± 1.61 mg/g. Compared with other extraction methods, the extraction rate was greatly improved. The electroosmotic coupled with particle-assisted deep eutectic solvent flotation method provides a green and efficient enrichment strategy for natural product, which has broad application prospects.

The Potential of the Socio-Demographic Profile of the Visitor in the Museum's Product Strategy

One of the types of cultural sector institutions with a solid potential to use modern management methods are organisations dealing with cultural heritage management, such as castle museums. Today, however, these cathedrals of cultural tourism have to face the pressures of economic and social change to build public authority and recognition, but most importantly, to create interest and an attractive offer for their existing audiences and a hitherto unreached public. The present article aims to develop a systematic review of empirical experiences in the socio-demographic profile of visitors to selected castle museums, to identify untapped potential in the segmentation of museum audiences and to derive propositions for individual solutions aimed at increasing the attendance of selected castle museums. We used a triplet of separated Chi-square tests for each period to identify the socio-demographic profile. Non-parametric Kruskal-Wallis one-way ANOVA (Analysis of Variance) was used to test for differences in ordinal variables (age and education of visitors). In addition to the individual results for each single museum partially, we can identify through the most frequent, most represented and periodically repeated responses the typical visitor profile of the Castle Castle Museums as follows: female, 31 – 45 years old, secondary education with a high school diploma, working as an executive secondary educated professional employee. Such findings could be helpful in the future when creating so-called tailor-made products for the visitor.

Factors influencing customer purchase behavior through purchase intention on green cosmetic product

Introduction: The cosmetic industry provides several plastic packaging problems for the environment. It has been shown that 120 billion units of packaging are produced annually by the global cosmetic industry. Campaigns for environmentally friendly products for cosmetic packaging are growing. This study aims to determine the effect of plastic packaging on the environment. Methods: Research on environmentally friendly cosmetic products was conducted by distributing online questionnaires distributed through online platforms. The total respondents of the questionnaire were 215 generation z people who were then analyzed with PLS-SEM. Findings: The results showed that personal norms have a significant effect both directly and mediated by green purchase intention on green purchase behavior. Conclusion: However, environmental concern does not have a significant effect, even though it has been mediated by green purchase intention on green purchase behavior in environmentally friendly cosmetic products in Indonesia. Novelty/Originality of this study: This study explores the factors influencing the purchasing behaviour of eco-friendly cosmetic products among Indonesian Generation Z and reveals the critical role of personal norms in driving sustainable consumption. This study provides valuable insights for the cosmetic industry in developing effective marketing strategies for eco-friendly products.

Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players

Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self-congruity and brand fit variables on co-branding and its impact on brand equity and purchase intention carried out on mobile game players in Indonesia. Method: This study used quantitative research methods with the population of Indonesian mobile game players. The study used purposive sampling with a sample of 180 respondents. Data was processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software. Result: The results of this study prove that co-branding is influenced by brands that have more value and appeal and are influenced by brand combinations that match both symbolic and functional effects. Co-branding with a combination of brands with an equivalent level of equity shares the benefits of co-branding equally, so co-branding with a combination of high and low-equity brands is believed to influence brand equity significantly. Good co-branding will provide a positive evaluation of a brand to encourage consumer purchase intention.

Downstream strategies of liquid smoke products as a preservative and smoke aroma in fishery products

Smoked fish is a fishery product that meets the nutritional needs of the population. The traditional smoking method leads to the production of H2S, which reduces the aroma and is carcinogenic. The liquid smoke technology offers a solution to the challenges associated with the application of traditional smoking methods. However, the use of the liquid smoke method remains limited in smoked fish businesses. This study aimed to evaluate and develop a downstream strategy for producing and distributing liquid smoke to facilitate its implementation by smoked fish businesses based on SWOT analysis. This study employed a quantitative descriptive methodology utilizing the strengths, weaknesses, opportunities, and threats (SWOT) analytical framework. The data were collected through interviews and questionnaires. The obtained data were subjected to weight calculations using the Expert Choice tool. The research findings indicate that the optimal approach for developing downstream liquid smoke products is to create a novel product in the form of liquid smoked fish. Liquid-smoked fish are immersed in or coated with liquid smoke to achieve an extended shelf life and smoky aroma, without traditional smoking methods. In addition, it establishes a strategic alliance between scholars, entrepreneurs, and the government. Strategic relationships can be established by developing a shared agenda focusing on fostering a sustainable blue economy. The blue economy refers to the use of hygienic, healthy, and non-carcinogenic fishing products such as smoked fish to promote sustainable economic growth and enhance community welfare.

Research on the Transformation and Optimization Strategies of Digital Financial Products Empowered by New Media Audiovisual Works

With the booming development of the digital economy, integrated media marketing has become an important means for enterprises to promote products and services. This study aims to explore the role and optimization strategies of integrated media marketing in the transformation of digital financial products, with a particular focus on how new media audiovisual works can empower digital financial products and promote their development towards more efficient and personalized directions.

Mengeksplorasi Strategi Variasi Produk Untuk Meningkatkan Loyalitas Pelanggan: Studi Kualitatif di Palapa Toserba Wadung Asri

Customer loyalty is a key aspect for the success and desirability of a retail business. Product variations can be an effective approach to increasing customer loyalty. However, in-depth understanding of various product strategies that can increase customer loyalty is still limited. The aim of this research is to explore and understand the variations in product strategies that can be implemented by Palapa Toserba to increase customer loyalty. This research uses a qualitative approach, data is collected through interviews with customers and observation. The results of this research can increase customer loyalty. This research provides valuable insight for Palapa Toserba Wadung Asri and other retail companies in implementing effective product variety strategies to increase customer loyalty