scholarly journals Analysis of Successful Approaches of Classic Luxury Brand’s Marketing Strategies Before and After the Digital Era

2021 ◽  
Author(s):  
Tianxin Li
Keyword(s):  
Marketing Strategies ◽  
Digital Era ◽  
Before And After

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Tobacco industry marketing adaptations to Singapore plain packaging

2021 ◽  
pp. tobaccocontrol-2020-056324
Author(s):  
Yvette van der Eijk ◽  
Adonsia Yating Yang
Keyword(s):  
Marketing Strategies ◽  
Marketing Tactics ◽  
Market Positioning ◽  
Plain Packaging ◽  
Tobacco Marketing ◽  
Before And After ◽  
Product Image ◽  
Novelty Filter ◽  
Distinct Features ◽  
Cigarette Packs

BackgroundSingapore has implemented plain packaging, a measure that strips all colours, logos and branding elements from tobacco packs. In other countries, tobacco companies responded to plain packaging with a variety of marketing tactics. Our goal was to describe the tobacco industry’s marketing adaptations to Singapore plain packaging.MethodsQualitative analysis of 378 cigarette packs sampled from Singapore retailers in March 2019, March 2020 and January 2021, 12 months prior to, 2 weeks prior to and 6 months after plain packaging phase-in, respectively. For each pack, we collected descriptive information on the brand and variant name, pack and stick dimensions, pack shape, differentiating features and distinctive scents, as well as photographic data of the pack, cigarette sticks and any distinct features. We used the March 2019 collection as our baseline dataset, and March 2020 and January 2021 collections as comparison datasets to examine changes in tobacco marketing strategies just before and after plain packaging phase-in.ResultsAround Singapore’s plain packaging phase-in, tobacco companies launched variants with flavour capsules, novelty filter features and new flavours and used more descriptive variant names reflecting the variant’s colour coding or market positioning. Tobacco companies revamped some existing variants, often with Japanese marketing themes to convey a more premium product image. After plain packaging, tobacco companies used longer packs and variations in stick length, filter length and foil texture to further differentiate products.ConclusionsFollowing plain packaging in Singapore, tobacco companies rely increasingly on nomenclature and the cigarette stick itself to market and differentiate products.

Digital masquerading: Feminist media activism in China

2017 ◽  
Vol 13 (2) ◽  
pp. 171-186 ◽  
Author(s):  
Jia Tan
Keyword(s):  
Public Transportation ◽  
Self Awareness ◽  
Feminist Activism ◽  
Media Activism ◽  
Digital Era ◽  
Feminist Politics ◽  
Before And After ◽  
State Surveillance ◽  
The Media ◽  
Media Practices

In March 2015, five young feminists were detained and accused of “disturbing public order” through their plan to circulate messages against sexual harassment in public transportation. This article focuses on the feminist media practices before and after the detention of the Feminist Five to shed light on the dynamics between state surveillance and incrimination, media activism, and feminist politics in China. Exploring the practices of the Youth Feminist Action School, it argues that the role of media in this new wave of feminist activism can be better understood as a form of “digital masquerading” in three ways. First, this captures the self-awareness and agency of feminists in their tactical use of media to circumvent censorship. Masquerading in the digital era is an active and self-conscious act leveraging the specificity of media practice to set the media agenda, increase public influence, and avoid censorship. Second, masquerading refers to the digital alteration of images in order to tactically represent women’s bodies in public spaces while circumventing censorship and possible criminalization. It highlights the figurative and the corporeal in online digital activist culture, which are oftentimes overlooked in existing literature. Third, while the masquerade in psychoanalytic theory emphasizes individualized gendered identity, the notion of digital masquerade points to the interface between the medium and the subjects, which involves collective efforts in assembling activist activities and remaking publicness.

scholarly journals Perception of Web Users on the Effectiveness of Search Engine Marketing and Search Engine Optimization in the Era of Digitalization

2019 ◽  
Vol 8 (4S3) ◽  
pp. 70-73
Keyword(s):  
Search Engine ◽  
Considerable Change ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Digital World ◽  
Digital Era ◽  
Technological Growth ◽  
Political Boundaries

The Digital era has revamped many sectors and industries, information sharing is considered as the most important aspect any business now, any industry have not been spared from the technological growth, digital world have given an opportunity to go on business of your product and services online. The attitude of the consumers and their behavior has seen considerable change; the business has to cater the needs of their customer’s. The product or services can be reached the end users much easier through virtual digital marketing cutting across the geographical and political boundaries. The websites created by the business has to be on the internet, not only on the net but have to land on the prime pages of the Search Engines, the marketers have to strive for ranking their webs on the top hit rank in order to be in the market. This article attempts to study the Search Engine Marketing (SEM) and to improvise on the strategies to remain on top by carrying out Search Engine Optimization and to adopt Search Engine Marketing Strategies (SMES) on a more effective way and also provides suggestions based on the empirical facts.

scholarly journals Prevalence of Health and Nutrient Content Marketing Strategies on Breakfast Cereal Packages Before and After a Countrywide Marketing and Labeling Regulation: A Focus on Chile

2020 ◽  
Vol 4 (Supplement_2) ◽  
pp. 1723-1723
Author(s):  
Fernanda Mediano Stoltze ◽  
Marcela Reyes ◽  
Lindsey Smith Taillie ◽  
Teresa Correa ◽  
Camila Corvalan ◽  
...  
Keyword(s):  
International Development ◽  
Health Benefit ◽  
Nutrient Content ◽  
Marketing Strategies ◽  
Warning Label ◽  
Breakfast Cereal ◽  
National Agency ◽  
Breakfast Cereals ◽  
Before And After ◽  
The Law

Abstract Objectives Chile's Food Labeling Law requires packaged foods that exceed certain thresholds for sugars, saturated fats, sodium, and calories to use one or more front of package warning logos identifying the excessive nutrient, and restricts the use of nutrient claims (e.g., lower sugar) contradicting its warning (e.g., high in sugar). We examined health- and nutrition-related marketing on breakfast cereals packages that did vs. did not qualify for a “high in” logo in packages photographed before and after the law implementation. Methods Photographs were taken in 6 supermarkets in Santiago before (n = 168) and after (n = 146) implementation. Breakfast cereals were classified by whether or not they had high levels of sugar, sodium, saturated fat, or calories according to the regulation, and thus were required to carry a warning label. Packages were analyzed for the presence of low-in and high-in nutrient claims and the following health appeals: health benefits, general healthiness, healthy habit recommendations, and medical endorsements. Results About 79% of products at pre-implementation and 59% of products at post-implementation qualified as “high in.” Of the post-implementation “high in” products, 93% displayed at least one warning logo. Comparing pre-implementation vs. post-implementation, the percentage of “high in” products that used at least one nutrient claim (92% vs. 86%) or health appeal (81% vs. 77%) did not change significantly. However, low-in claims (51% vs. 29%) and health benefit claims (10% vs. 1%), specifically, decreased after implementation, P < .05. Among “non high in” packages, the percentage of products that used health appeals (75% vs. 95%) increased post-implementation, P < .05. Medical endorsements, specifically, were less prevalent at post-implementation among both “high in” (from 23% to 0%) and “non high in” products (from 25% to 5%), P < .05. Conclusions After implementation of the Chilean law, 93% of “high in” breakfast cereal packages complied with the use of warning logos. Featuring these warnings appears to have reduced the prevalence of “low in” claims among “high in” cereals. However, the law did not appear to affect the prevalence of other health- and nutrient-related marketing strategies. Funding Sources Bloomberg Philanthropies, International Development Research Center, and Chilean National Agency of Research and Development.

Implementation of Clustering Algorithm Method for Customer Segmentation

2020 ◽  
Vol 17 (2) ◽  
pp. 1388-1395
Author(s):  
Nurmalasari ◽  
Anna Mukhayaroh ◽  
Siti Marlina ◽  
Sari Hartini ◽  
Sri Muryani ◽  
...  
Keyword(s):  
Clustering Algorithm ◽  
Customer Segmentation ◽  
Marketing Strategies ◽  
Goods And Services ◽  
Customer Group ◽  
Digital Era ◽  
The Everyday ◽  
The Right ◽  
Online Shops ◽  
Potential Customers

The intense competition in the sale of goods and services in the digital era of e-commerce requires to manage customers optimally. Some online shops try to improve their marketing strategies by classifying their customers. This study aims to determine potential customers, namely loyal customers. Potential customers can be determined by customer segmentation. Sampling from several online shops in Indonesia. The model used for segmentation is RFM (Recency, Frequency, and Monetary) and data mining techniques, namely clustering method with the K-Means algorithm. The results of this segmentation research divide the customer into 2 clusters. The best number of clusters is determined based on the Davies Bouldin index. The first cluster is cluster 0 consisting of 261 customers with RFM Score between 111–543. The first cluster includes the Everyday Shopper group. The second cluster, cluster 1 consists of 102 customers with RFM Score 443–555. The second cluster includes the Golden Customer group. With the existence of research on customer segmentation, it is expected to help in grouping customers so that companies can determine the right strategy for each group of customers.

scholarly journals PEMILIHAN STRATEGI PEMASARAN DI ERA DIGITAL PADA KELOMPOK IBU PKK DESA GADINGHARJO

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Antonius Satria Hadi ◽  
Ardhi Khairi
Keyword(s):  
Marketing Strategy ◽  
Community Engagement ◽  
Community Service ◽  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Family Empowerment ◽  
Digital Era ◽  
The Right ◽  
And Training

Community engagement activities in the form of counseling to mothers of family empowerment and welfare in Gadingharjo Village, Sanden Sub-District, Bantul Regency is aim to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 so the products can be marketed widely by utilizing an application-based marketplace that is currently being popular in Gadingharjo Village, namely Shopee application. Counseling aims to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 with lecturing, demonstrating, question & answer, and practicing methods. The benefits that can be obtained by participants from community service activities are increased knowledge and understanding of mothers of family empowerment and welfare in Gadingharjo Village about industry 4.0 and about choosing digital marketing strategies by utilizing an application-based marketplace.

scholarly journals Analisis Strategi Pemasaran UMKM Di Era 4.0

2019 ◽  
Vol 8 (2) ◽  
pp. 215-224
Author(s):  
Mashuri Mashuri
Keyword(s):  
Small And Medium Enterprises ◽  
Marketing Strategies ◽  
Business Sector ◽  
Contribution Rate ◽  
Literature Research ◽  
Digital Era ◽  
Medium Businesses ◽  
Medium Enterprises ◽  
Potential Use ◽  
Small And Medium Business

This research is literature research, aimed at knowing how to analyze the marketing strategies used by micro, small and medium businesses in the digital age 4.0. The results of the analysis in this study found that micro, small and medium enterprises in Indonesia are still low when compared to other countries. The contribution of the micro, small and medium business sector to national exports was 15.80% lower than Malaysia 19.00%, Sri Lanka 20.00%. One contributing factor to the low contribution rate is the lack of potential use of existing resources by micro, small and medium business actors such as the use of mobile social media. Through the digital era 4.0 the marketing system of the micro, small and medium business sector is expected to utilize the maximum potential so that it can grow inclusive and sustainably.

scholarly journals Sistem Informasi Pencatatan dan Pembayaran SPP Metode Payment Gateway Midtrans Berbasis Website Pada SMK YPT 1 Purbalingga

2021 ◽  
Vol 1 (2) ◽  
pp. 114-125
Author(s):  
Dani Alfida Kusuma ◽  
Endang Setyawati ◽  
Mayasari Sasmito
Keyword(s):  
Hypothesis Testing ◽  
Vocational High School ◽  
Validity Testing ◽  
Average Value ◽  
Technology Sector ◽  
Central Java ◽  
Digital Era ◽  
Good School ◽  
Before And After ◽  
Payment Gateway

In the digital era, innovation continues to emerge, as can be seen from the number of startups, especially in the financial technology sector, which are considered to be able to accelerate human work. SMK YPT 1 Purbalingga is a Vocational High School located in Purbalingga Regency, Central Java. SPP transaction activities are carried out manually from payments, recordings, financial transaction reports, and often information is not conveyed to the guardians of students. SMK YPT 1 Purbalingga also has a vision and mission, one of which is to implement good school governance so that it requires a system that can assist SPP administration until transaction reports become efficient and effective. The method for designing the system is the prototype method. The system was created using the PHP programming language and MySQL database, which were analyzed using White Box, Black Box, Hypothesis Testing, Normalization Testing, Validity Testing, Reliability Testing and Benefit Testing. The result of the system created is the Website-based Mindtrans Payment Gateway Payment and Registration Information System. Based on the results of the benefit test, it shows the average value of Efficiency 92.43%, Reliability 86.36%, Correctness 92.04%, Usability 90.90%, Maintenance 84.09%, Integrity 97.73%, Portability 87.05 %. The results of hypothesis testing with two variables before and after using the system with Paired Sample T-Test resulted in Sig. (2-tailed) with an average time before 8.9 minutes and after 2.1 minutes so it can be concluded that this system is more helpful for the financial admin in the SPP administration process to be more efficient and effective

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