Target Customer Groups Research Articles

A Review on Sustainable Marketing Strategy for Crocs

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract peoples attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

Reshaping Financial Experience: An Optimization Strategy Study on Short Video in the Promotion of Digital Financial Products

In the increasingly competitive field of digital finance, financial institutions can better establish connections with target customer groups through carefully designed short video promotions. This study explores the role and optimization path of short videos in promoting digital financial products from the perspective of short videos. By analyzing the user behavior and interaction patterns of short video platforms, combined with the characteristics of digital financial products, targeted promotion strategies have been proposed. These strategies can not only help financial institutions more effectively reach potential customers, but also enhance user engagement and loyalty.

Optimizing Influencer Marketing Strategies in the Beauty Industry: Case Analysis

As social media platforms have matured, influencer marketing has increasingly gained favor among advertisers. This study explores the optimization strategies for influencer marketing in the beauty industry. Through case analysis and previous research experiences, it is recommended that suitable influencers for different brands and products be selected. The findings indicate that influencer marketing significantly enhances brand awareness and consumer trust. However, brands need to make precise selections based on target customer groups, brand image and story, and influencer types. The three key factors proposed in this studytarget customer groups, brand value and story, and creator typesoffer specific brand guidance when choosing influencers. By optimizing influencer selection strategies, beauty brands can build their brand image more effectively and improve market competitiveness. The conclusions emphasize that influencer marketing should become a necessary promotional tool for beauty products. The study also highlights future research directions, including applying these strategies in other industries and more systematic data research.

MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION

The communication between companies and their target customer groups holds a significant position within modern marketing approaches. These companies employ various channels such as advertisements, mobile applications, websites, and sponsorship activities to reach their intended customer groups. This, in turn, helps in establishing and reinforcing the brand's position in the minds of the group. Thus, the purpose of this study is to analyze the impact of sponsorship activities carried out by e-sports companies on consumers' purchasing tendencies. To model consumer perceptions, the study considers variables such as purchase intention and word of mouth and employs two decision trees to map the effects of e-sports sponsorships on consumer decisions and behaviors. The results indicate a negative relationship between consumers' purchase intention and a negative sponsor image. Furthermore, the decision tree model developed for word-of-mouth communication reveals that an increase in consumers' perception of the sponsor company's sincerity positively influences their inclination to recommend the brand to others. By utilizing the decision tree algorithm, this analysis of consumer behavior in the context of sponsorship activities fills a significant gap in the literature and provides valuable insights for future endeavors.

Segmentasi Pelanggan Penjualan Online Menggunakan Metode K-means Clustering

Customer segmentation is an essential strategy in the online selling industry to understand customer preferences and behavior. This article proposes applying the K-means clustering method in online sales customer segmentation. The method used is the descriptive method. The steps of the research method include literature studies and data processing to be analyzed using the K-means clustering method. The K-means clustering method is then applied to customer data to group it based on relevant attributes. The segmentation results are evaluated and scored using the clustering evaluation metric. The main objective is to explain the use of the K-means clustering method in online sales customer segmentation, focusing on obtaining more profound insights into customer behavior. Efficient customer segmentation allows companies to target customer groups more precisely and efficiently. This article provides practical insights and guidance for e-commerce companies in implementing customer segmentation using K-means clustering to increase efficiency in targeting segmented customers.

Sensory Marketing According to Shopping Centre Customers

Sensory marketing is one of the forms of marketing communication and a method of customer attachment to the brand. It is based on influencing the customer's senses, which is supposed to affect their sensory experience and, as a result, positive recollection of the product's brand. The aim of the study was to find out the opinions of shopping mall customers on sensory marketing activities. Two studies were conducted: a survey and an observation study. Both surveys involved young people: customers of shopping malls. It has been shown that young customers are knowledgeable about sensory marketing but often do not notice how it works at purchasing points. The respondents concluded that, in such a situation, sensory stimuli influence the choice of product, but not necessarily people's attachment to the brand. The stimuli used in audio and aroma marketing have a positive impact on customers but sometimes they are also perceived negatively. The research shows that you need to monitor your target customer groups and adjust sensory stimuli to their tastes. It may be used by organisations for product management and marketing planning purposes.

한국 시장 진출을 위한 해외 OTT 스트리밍 플랫폼 서비스 전략 연구

With the increase of OTT streaming services, OTT streaming service brands have also emerged in the domestic market and gained huge competitiveness in the service market. Focusing on Disney+, the emerging OTT streaming service brand that ranks No. 1 in China, and Netflix, which ranks No. 1 in the domestic OTT streaming service market, additional analysis was conducted on the original content, price strategy, consumer base, etc. of the two streaming media services. and consideration. Research conclusion: First, OTT streaming services need to understand the usage time of each target user. Second, in terms of providing original content, recommendations and classifications are made based on the age and taste of the target customer group. Pricing should adopt market-oriented pricing methods to play a price-balancing role for each country.

Analysis of Jaquet Droz's Marketing Strategy and Recommendations

The study provides an in-depth analysis of the Swiss watchmaker Jaquet Droz's marketing strategy and suggests improvements. The study begins by describing the history and reputation of Jaquet Droz, noting its excellence in mechanical precision and artistic creation. However, Jaquet Droz faces stiff competition from smartwatches and competing brands and the challenge of raising brand awareness. The study suggests that Jaquet Droz highlight the uniqueness of its craftsmanship and materials, positioning the watch as a luxury accessory rather than just a time tool, while emphasizing the brand's historical heritage and unique values. In addition, the study mentions the radical strategic shift adopted by the new CEO to focus on unique artistic and personalized products, abandoning retailer partnerships and selling directly to target customer groups through commercial ambassadors. The study concludes by mentioning that other brands such as Vacheron Constantin market themselves through a combination of online and offline approaches, and suggests that Jaquet Droz learn from this model.

The local labour market as a focus of place marketing

Analysing the use of place marketing, in which the labour market is treated as a territorial sub-product, both in the scientific literature and in local government activities, a significant deficiency is to be found. Scientific studies, concentrating on place marketing, point out that its area of interest includes workplaces, but there is little development of this issue. The question arises whether local labour markets should be treated as a territorial product? In the opinion of the authors, in view of the manpower shortage and changes in demographic processes, this area should be one of the centres of attention of local governments in their development processes, because destabilisation of local labour markets threatens their proper development. The aim of this paper is to provide guidelines concerning place marketing in local governments, the product of which is the local labour market. The value of the study and the recommendations derived from it is based on providing a new perspective on the process of place marketing, taking into account an important element for the functioning of local governments' resources, which is the labour market. The research results emphasize the importance of taking a comprehensive approach to place marketing, especially when it comes to the labor market. Instead of treating the labor market as a minor part, local governments should recognize its significance in a holistic manner. The study also highlights the need to learn from marketing practices in economic sectors and how they can enhance local government development. However, it's worth noting that political divisions can hinder marketing efforts, so involving various stakeholders and considering potential drawbacks is essential. Local governments should be involved in creating conditions for the development of their labour markets, and place marketing can be an appropriate tool for this purpose. Designing marketing activities should help to adjust the territorial offer to the needs of potential target groups of customers. Marketing activities towards territorial products are included in the marketing management of local governments, understood as a process of managing a settlement unit with the use of marketing concepts. The implementation of the place marketing concept in management practice is a response to the dynamics of change in the areas where local governments are forced to compete.

Analysis of Big Data Application in Real Estate Investment

As an important project of national economic growth, real estate plays an important role in education, scientific research and production industries. Despite the slower pace of urbanization, However, the development of real estate has started to slow down currently, and there have been problems such as market differentiation and changes in consumer demand. At the same time, many investors' investments are blindly aimed at adapting to the market, which can easily lead to losses. With the development of the information age, big data can process massive amounts of information and provide investors with effective reference when investing in real estate, thereby improving the efficiency and gold content of real estate investment. This study will describe the application of big data in real estate investment from four aspects: information mining system, housing price evaluation, risk profile and marketing. The information mining system is mainly used in the initial stage of development to provide decision-makers with the preferences of the target customer group. House price prediction and risk prediction are mainly based on BP neural networks. Marketing mainly describes the application of big data in real estate sales. These results demonstrate how big data can help investors better choose investment objects, save investment costs and better meet market demand in the current market environment.

APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF INNOVATIONS IN THE BANKING SPHERE

The article highlights issues related to the innovative activities of banking organizations from the point of view of developing and providing banking products and services. The need for objective research on the selection and classification of new banking products and services, which are brought to the market as objects of marketing activities of credit institutions, has been proven, since their properties are not the same. The conducted economic and theoretical analysis showed that despite the fact that banking services and products have a set of similar characteristics, they also have their own unique characteristics. The authors proposed an approach to identify classification features inherent in new banking products and services, which is key to the competent development of the bank’s marketing activities. It is proposed to define the concept of "new banking products" from the point of view of innovative marketing activities of the bank based on the degree of their novelty, which allows to supplement the existing classifications with new features in order to develop a clearer chosen marketing strategy. It was determined that depending on the degree of novelty of the product, innovative processes in the bank can be classified as differential or diversified. This distribution also allows focusing attention on the formation of the bank’s marketing strategy. When classifying banking products, it is recommended to provide detailed information about the target group of customers who use new banking products and consider the stage of the life cycle of banking products from the perspective of innovation. When classifying new banking products by life cycle stage, it is useful to consider the following stages: development of products and services; implementation of pilot projects or testing of new banking products; assessment of sales dynamics; maturity of new banking products; decrease in sales of new banking products. This approach makes it possible to take into account the specifics of the work of credit organizations and the interests of various groups of potential consumers in the process of introducing banking products and services.

Customer perceptions of mobile telecommunication providers in determining satisfaction and loyalty: focusing on college students

The increased demand for mobile services drives increasingly fierce competition among mobile telecommunications providers in Indonesia. New promotional strategies are needed, and companies are advised to determine the target group of customers to collect objective and adequate information regarding their real needs, such as college students. Therefore, this study examines college students' perceptions of adopting mobile telecommunication provider services in Indonesia. This study especially explains the effects of customer perceptions regarding service quality, price fairness, and brand image on satisfaction that leads to customer loyalty. A total sample of 208 customers of the mobile telecommunication providers in Java Island were randomly selected for the study, and the data collected was analyzed with CB-SEM. The empirical results revealed a positive significant impact of customer perceptions of service quality, price fairness, and brand image on customer satisfaction. College students’ perception of price fairness has the largest significant positive influence on customer satisfaction and loyalty. The mediation mechanism analysis also confirms that customer satisfaction partially mediates between customer perceptions of service quality and brand image. This study suggests that mobile telecommunication providers in Indonesia develop superior pricing strategies to increase customer satisfaction, leading to customer loyalty.Customer Perception

Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions

AbstractThis study investigates the impact of a water brand's CSR message highlighting the brand's environmental concerns on brand‐related variables (attitude towards the brand and CSR) and consumer‐related variables (consumer efforts to adopt sustainable behaviours and well‐being). A research model is proposed, and the relationships postulated are tested on 414 French consumers. The study establishes the effectiveness of this kind of CSR messaging in influencing French consumers to purchase and recommend a particular brand. It then shows the direct and indirect ways in which a brand's CSR messaging can improve consumers' behavioural intentions (i.e., intentions to purchase the brand's products and to recommend the brand and/or its products). It also underscores that brand‐related variables contribute to increasing brands', and thus companies', business performance, whereas consumer‐related variables contribute to increasing their social performance. Finally, the REBUS‐PLS method emphasises the existence of several consumer groups and identifies the core target customer groups on which companies should focus their communication efforts.

Promoting customer loyalty through e-marketing communication at commercial banks

Purpose: The research aims to find out the relationship between e-marketing communication, customer satisfaction, and loyalty at Vietnamese commercial banks.
 Design/Methodology/Approach: Customers who use e-banking services in Ho Chi Minh City are surveyed to gather the data. Using Google Forms, the survey was first pretested on 10 people. There were 224 valid responses to the official survey. Following that, SmartPLS processed the data in two steps: evaluating the measurement model and the structural model.
 Findings: The results show that e-marketing communication has a positive relationship with customer satisfaction and loyalty. Besides, customer satisfaction mediates a positive relationship between e-marketing communication and customer loyalty.
 Conclusion: The outstanding advancement of information technology has facilitated digital transformation in all aspects of life, including the banking industry. As technology advanced, marketing was the industry that underwent the most change. E-marketing makes it possible to establish and maintain a close relationship with clients, which is essential for being successful in luring them. E-marketing must connect many people, particularly the target customer group, and is not just focused on the design, logo, and overall user interface.
 Research Limitations and Implications: The effectiveness of direct marketing is not combined or compared in this study. It only examines the effect of e-marketing.
 Practical Implications: The banks should identify, contact, and maintain regular contact with potential customers. They can incorporate unstructured data from social networks. Furthermore, the banks must develop methods for evaluating and measuring the efficacy of their marketing efforts. This study gives bank managers in Vietnam suggestions for an appropriate e-marketing strategy.

Analysis of digital transformation of furniture market in the context of big data application

The whole furniture industry customization boom creates more and more significant demand for digitalization, and the impact of the epidemic on the furniture industry has further made many furniture companies realize the importance of industry digitalization. And in order to achieve the digital transformation of furniture enterprises, the collection and application of big data is the key: through the collection and use of customer and equipment data, you can achieve optimization of the supply chain in the furniture industry to reduce the inventory of raw materials and finished products; to achieve digital design and production intelligence to improve production efficiency and material utilization; to analyze the target customer groups and improve marketing strategies to attract more customers and increase turnover. In recent years, many scholars have also provided ideas on specific approaches to digital transformation in the furniture industry. This paper uses the literature review method and summary induction method to summarize the role that big data can play in the digital transformation of the furniture industry from three aspects: furniture production supply chain, furniture design digitalization and manufacturing digitalization, and furniture marketing.

Evaluation Method of Efficient Power Marketing Strategy Based on Multi-dimensional Clustering Algorithm

In the power system, power marketing is a very important work. How to evaluate whether the currently used power marketing strategy is efficient and useful has always been the most important concern of the power system. This paper proposes an efficient electricity marketing strategy evaluation method based on multi-dimensional clustering algorithm, aiming to evaluate whether a new policy has an incentive effect on enterprises through the means of big data. First, we use big data to group motivated users, and then analyze the effect of personalized marketing and key marketing on target customer groups. Based on the existing marketing methods, the influence of different target groups is analyzed, and finally the feasibility of the proposed method is verified through two experiments. In the A and B companies selected in Experiment 1, the average errors of the predicted value and the actual value are 1.4% and 1.2%, respectively. For the 12 industries in the C area selected in experiment 2, the average error between the predicted value and the actual value is 0.55%. Both experiments show that the method proposed in this paper has certain applicability. The method in this paper can be applied to the marketing process of the power supply company, and the corresponding promotion strategy is put forward, which is helpful to improve the management level of the power supply enterprise and increase the economic income of the power supply enterprise.

Customer Segmentation Using K-Means Clustering Algorithm and RFM Model

The key points in customer segmentation are determining target customer groups and satisfying their needs. Recency-Frequency-Monetary (RFM) analysis and K-Means clustering algorithm are the popular methods for customer segmentation when analyzing customer behavior. In our study, we adapt the K-means clustering algorithm to RFM model by extracting features that represent RFM aspects of home appliances. Customers with similar RFM-oriented features are assigned to the same clusters, while customers with non-similar RFM-oriented features are assigned to different clusters. In the experiments, clustering achieved the determined threshold for Silhouette Score. The resulting clusters were ranked and named by Customer Lifetime Value (CLV) metric, which measures how valuable a customer is to the business.

Mobile Application Software Requirements Specification from Consumption Values

In today’s society, mobile applications are becoming more popular and providing several advantages. However, users will resist using a product regardless of how well-tested or solid it is if the wrong requirements are implemented. Understanding the factors that influence the purchase of mobile applications can provide useful information for mobile application design and development. Hence, the purpose of this research is to better understand the impact of consumption values on customers in order to identify the software requirements for a mobile application. This study analyzes the possible behavioral changes of similar groups of university students in a five-year period. For this purpose, a questionnaire is administered to engineering faculty students in 2017 (46 females and 66 males) and 2021 (45 females and 90 males) to better understand customer behavioral changes. The findings highlight the significance of conditional value in customer behavior when purchasing mobile applications. Even though the other consumption values were found to have a negligible effect, there is some evidence indicating that the impact of consumption values on different target customer groups may vary considering their gender and familiarity with apps. Further research needs to be conducted to better understand the possible impact of age, cultural differences, education levels, and special considerations such as visually impaired people. Therefore, this study encourages mobile application designers and developers to raise awareness for the effect of consumption values such as conditional value on their customers’ mobile application purchasing behaviors. The possible impact of the consumption values needs to be deeply understood, specifically for the target customer groups, and it should be considered in the software requirements specification (SRS), which is one of the important principles that allow software under consideration for development to function. As a result, a better understanding of consumption values will help developers design and develop better applications by specifying software requirements and marketing strategies.

Direct marketing for the implementation of the concept of sustainable development

Direct marketing is one of the most significant and effective strategies in terms of attracting a target audience interested in specific services or products. The essence of this type of marketing is that there is no need to involve specialists in intermediary services, and it is aimed only at its target group of customers. In the implementation of direct marketing, special attention is paid to the marketing information system and marketing research. It is appropriate to note that marketing, as an economic and social category, develops on the basis of continuous changes in technology, supply and demand, which predetermines the adaptability, and not at all the sustainability of the new marketing concept. A marketing information system involves the systematic collection, analysis, interpretation, and communication of market information within an organization. It collects data from both internal and external sources of the organization. All important marketing activities such as price, new product development, packaging, distribution, promotion, media, etc. depends on the information provided by that system. The availability of quality information helps organizations make more informed market decisions. Wrong decisions regarding market operations will have a negative impact on the business and hinder its survival.

A Comparative Study of Starbucks and Luckin Coffee’s Market in China

Due to the rising popularity of coffee drinks in China’s market, the two brands, Starbucks and Luckin Coffee, gradually appear in people’s daily life. Both brands have provided similar products but different services and targeted customer groups, thereby differentiating their positions in the market. Since coffee is becoming one of the most popular drinks nowadays, many people are concerned about the competitiveness of these two brands and their further development in China’s market. This research focuses on different strategies the two brands used to enlarge their customer groups and differentiate themselves from other brands, as well as the customer feedback on their services. The research suggests that, in China’s market, Starbucks has more competitiveness in the recognition of the brand compared to Luckin Coffee, but both brands have succeeded in offering good-taste products. According to the survey, Starbucks received negative feedback on its price and taste of new products, while Luckin Coffee received negative feedback on its environment.