scholarly journals Marketing Communication Strategy to Reopen A Business Venture

2020 ◽  
Vol 2 (2) ◽  
pp. 116
Author(s):  
Mohammad Fahreza
Keyword(s):  
Word Of Mouth ◽  
New Ventures ◽  
Jel Classification ◽  
Communication Strategy ◽  
New Venture ◽  
Marketing Communication ◽  
Business Services ◽  
New Business ◽  
Descriptive Approach ◽  
Potential Customers

The research aims to find the best marketing communication strategy for reopening the new business venture that engages in washing services in specialized products such as bags and shoes. This research used a descriptive approach. The research was conducted through FGD and market surveys. The observed variable was the perception of cleaning service in terms of the interests, activities, behavior, needs and desires of consumers. The result of the research shows that the approach of restarting the business is looking at a business venture as a startup. The business branding of the new venture is in a disadvantaged position compared to its competitors because it has just opened; therefore marketing strategy is to build and enhance business branding by communicating information about business services to potential customers through social media, key persons, and word of mouth. It is expected to be able to communicate the service features and a variety of information about service, price and discount, location, and other profiles of new ventures. The marketing communication strategy is based on the stages of a customer's journey to decide on a purchase, ranging from awareness, education, consideration, purchase, loyalty, to advocacy.   JEL Classification:  L21, L84, M30

scholarly journals Strategi Komunikasi Pemasaran di Syirkah Aqiqah Surabaya

2019 ◽  
Vol 9 (2) ◽  
pp. 180-194
Author(s):  
Ulandhari Ulandhari ◽  
Lilik Hamidah
Keyword(s):  
Word Of Mouth ◽  
Communication Strategies ◽  
Online Marketing ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Interactive Marketing ◽  
Qualitative Descriptive ◽  
Descriptive Approach

This article examines the marketing communication strategy at Syirkah Aqiqah Surabaya. The purpose of this research is to identify the marketing communication strategy carried out by syirkah aqiqah in marketing its products. This study uses a qualitative-descriptive approach to understand the phenomena that occur thoroughly and deeply. The results of this study are the marketing communication strategies used by syirkah aqiqah to market and introduce their products including (1) Syirkah Aqiqah using the Word of Mouth, (2) Syirkah Aqiqah making attractive packaging, (3) Syirkah Aqiqah giving discounts and free one bottle of Syuniz. to create sales promotions, and (4) Syirkah Aqiqah uses interactive marketing or online marketing through Instagram and Facebook.

Imprenditorialitŕ e nascita di nuove imprese innovative in Europa: un'analisi delle determinanti in alcuni settori ad alta tecnologia

2009 ◽  
pp. 67-92
Author(s):  
Camilla Lenzi ◽  
Maria Luisa Mancusi
Keyword(s):  
New Ventures ◽  
Jel Classification ◽  
New Venture ◽  
Entrepreneurial Activity ◽  
Work Experiences ◽  
Start Up ◽  
Geographical Regions ◽  
New Firm ◽  
The University

- This paper evaluates the importance of some key elements in the process leading to the birth and start-up of a new firm. We focus on a sample of recently founded and innovative European firms in technological fields characterised by strong innovative and competitive dynamics in the last 15 years. Emphasis is placed both on the role of the founder and on the assets exploited and developed in the new ventures early stages. The analysis of the questionnaire confirms the importance of the intellectual capital of the founder and of the scientific and technological knowledge acquired during advanced studies or previous work experiences. It further confirms the importance of the human and financial capital (particularly, access to external funds) necessary to the start of entrepreneurial activity, of intellectual property rights and of the network of relationships with actors having complementary knowledge and assets (other firms, universities and public research centres, parent organisation). The analysis finally highlights interesting differences both at the geographical and sectoral level. Differences across geographical regions include the degree of development of financial markets and the opportunities to access external financial resources, but also and mostly the functions performed and the effectiveness of the university system. On the other side, differences across sectors include the assets exploited in founding the new venture and the key competences that allow it to survive and eventually grow. Keywords: entrepreneurship, spin-off, patent Parole chiave: imprenditorialitŕ, spin-off, brevetto Jel Classification: L10, M13, O30

Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value

2017 ◽  
Vol 2 (4) ◽  
pp. 36-42
Author(s):  
Khusnul Khotimah
Keyword(s):  
Customer Value ◽  
Jel Classification ◽  
Communication Strategy ◽  
Full Potential ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
Contribution Margin ◽  
Business Income ◽  
A Company ◽  
Positive Effect

Objective - Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique - This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return. The survey shows an increase in total business income in 2014 by IDR 3.59 trillion, and in 2015 by IDR 3.8 trillion. However, the scheduled passenger income has decreased by 20.61%. Findings – The findings show that the ratio of promotions, tickets, and sales expenses to the total number of sales fluctuated between 2009 and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year to year. Novelty - The study shows that, without a strong communication strategy, a company may not be able to reach its full potential. Type of Paper - Empirical. Keywords: Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication. JEL Classification: M30, M31, M41.

scholarly journals MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG

2019 ◽  
Vol 4 (1) ◽  
pp. 1 ◽  
Author(s):  
Afifatur Rohimah ◽  
Mohammad Insan Romadhan
Keyword(s):  
Social Relationships ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Mapping Approach ◽  
Religious Tourism

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

scholarly journals PEMANFAATAN e-WOM DALAM KEGIATAN KOMUNIKASI PEMASARAN PRODUK ES KRIM AICE

2020 ◽  
Vol 11 (1) ◽  
pp. 46-51
Author(s):  
IRAWATI SRI WULANDARI
Keyword(s):  
Market Research ◽  
Ice Cream ◽  
Communication Strategy ◽  
Relationship Building ◽  
Social Media Marketing ◽  
Consumer Trust ◽  
Marketing Communication ◽  
Brand Building ◽  
Qualitative Descriptive ◽  
Descriptive Approach

The growth of the ice cream industry in Indonesia is experiencing rapid progress since the last four years. Aice as a new producer in the Indonesian ice cream industry began to circulate in Indonesia since 2015. A number of certificates and awards obtained by Aice show that Aice is able to pursue and even surpass other brands that have long been circulating in the community.The purpose of this study is to describe the e-WOM activities conducted by Aice ice cream. This study uses a qualitative descriptive approach to describe how e-WOM activities carried out by Aice in an effort to gain consumer trust so that Aice is able to get the TOP Brand in 2019. This study found that the marketing communication strategy carried out by Aice ice cream uses e-WOM through Instagram @ aiceindonesia is done to fulfill the five general objectives of social media marketing, namely relationship building, brand building, publicity, promotions, and market research.

NEW VENTURES AS SUPPLIERS: THE BUILDING OF TRUST WITH INDUSTRIAL CUSTOMERS

1998 ◽  
Vol 06 (04) ◽  
pp. 369-390 ◽  
Author(s):  
LEIF SANNER
Keyword(s):  
New Ventures ◽  
Frame Of Reference ◽  
New Venture ◽  
New Business ◽  
External Actors ◽  
Start Ups

The new venture starts in an equivocal situation. To use and build trusted relationships with external actors, notably customers in spe, is an important way for the entrepreneur to establish business. In an inductive in-depth case study between entrepreneurs and customers, trust was studied. For two business start-ups the entrepreneurs' building and use of trust in action processes between the new ventures and some of their customers was investigated covering 5 years. Using a frame of reference concerning new business trust, trustbuilding in action processes is identified in interviews. Patterns of trustbuilding are summarised, conclusions concerning trustbuilding in the cases are presented and discussed. Some possible contributions for practice and theory are outlined.

A Cross-Cultural Cognitive Model of New Venture Creation

1996 ◽  
Vol 20 (4) ◽  
pp. 25-40 ◽  
Author(s):  
Lowell W. Busenitz ◽  
Chung-Ming Lau
Keyword(s):  
New Ventures ◽  
Cognitive Model ◽  
Cross Cultural ◽  
New Venture ◽  
Venture Creation ◽  
Cultural Research ◽  
High Propensity ◽  
Cross Cultural Research ◽  
New Business ◽  
Different Cultures

In examining the global landscape, it is clear that some cultures produce many more entrepreneurs than others. To explore this phenomenon, we take a cognitive perspective because it is assumed that the way one thinks has a significant impact on the intention to start a new business. Through the development of this model we clarify why some Individuals across different cultures tend to be more prolific in starting new ventures than others both Inside and outside the home country. In illustrating the model, the Chinese population and their high propensity to start new businesses when they migrate to new countries are discussed. Implications for competitive advantage and other areas of cross-cultural research are made.

scholarly journals CONFIGURATIONS OF ENTREPRENEURIAL, TECHNOLOGICAL, AND MARKET ORIENTATIONS AND NEW VENTURES PERFORMANCE

2019 ◽  
Vol 7 (4) ◽  
pp. 1218-1223
Author(s):  
Anna Kwiotkowska ◽  
Magdalena Gębczyńska
Keyword(s):  
New Ventures ◽  
Qualitative Comparative Analysis ◽  
New Venture ◽  
Superior Performance ◽  
Configurational Approach ◽  
Strategic Orientations ◽  
New Business ◽  
Teachers And Students ◽  
The Common ◽  
Better Than

Purpose: Based on the configuration approach, the paper examined the common impact of selected strategic orientations, namely entrepreneurial, technological, and market orientations on the performance of new business ventures. Methodology: This study employs a configurational approach, using fuzzy set Qualitative Comparative Analysis (fs/QCA), to analyze the constellations of different strategic orientations that yield superior performance. Result: The results suggest that the performance of a new venture depends on configurations, where firms with high levels of entrepreneurial, technological, and market orientations perform better than firms with other configurations. However, there are other configurations of strategic orientations that also, though to a lesser extent, improve the performance of the entities under study. Conducted research provides a detailed understanding of which different configurations improve the performance of new ventures and which configurations are more effective. Applications: This research can be used for universities, teachers, and students. Dai, O., & Liu, X. (2009). Novelty/Originality: In this research, the model of configurations of entrepreneurial, technological, and market orientations and new ventures performance is presented in a comprehensive and complete manner.

scholarly journals Marketing Communication Strategy of Kampoeng Heritage Kajoetangan Malang using SOSTAC Model

2021 ◽  
Vol 8 (6) ◽  
pp. 481-493
Author(s):  
Viola Fardhi Maghfira
Keyword(s):  
Information Technology ◽  
Word Of Mouth ◽  
Communication Strategies ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Tourist Attraction ◽  
Marketing Communication ◽  
Communication Tools ◽  
Descriptive Research

This study explores how marketing communication strategies in thematic villages are described with the SOSTAC model. This research aims to analyze the marketing communication strategy that has been carried out by Kampoeng Heritage Kajoetangan Malang using the SOSTAC Model. To achieve this objective, this study uses descriptive research, which means that this research describes systematic, factual, accurate from the data obtained and then analyzed to obtain the results needen in the study. The results showed that in the KJT village the marketing communication strategy that had been carried out had gone well using marketing communication tools such as publicity, direct marketing, personal selling, word of mouth to attract visitors. The focus of KJT for marketing communication strategies is image, tourist attraction, advances in information technology. The marketing communication strategy that shows the interest of Kampoeng Heritage Kajoetangan is dutch era buildings that are still well cared for and preserved to become a characteristic of Malang city which is identical to a heritage city.

scholarly journals Strategi Komunikasi Pemasaran Adroady Media dalam Memperkenalkan Car Videotron Sebagai Media Iklan Luar Ruang Baru

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 90
Author(s):  
Angellisa Salim ◽  
Gregorius Genep Sukendro
Keyword(s):  
New Media ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Outdoor Advertising ◽  
Internet Studies ◽  
Media Companies ◽  
Effective Media ◽  
Potential Customers

This study discusses Adroady Media's marketing communication strategy in introducing Car Videotron as a new outdoor advertising media. The purpose of this research is to find out how the marketing communication strategy used by Adroady Media companies in promoting new outdoor advertising media is Car Videotron to be known by consumers and potential customers. This type of research used by researchers is to use descriptive qualitative methods. Data collection techniques are done through observation, in-depth interviews and through literature and internet studies. Researchers use several theories to support this research, namely advertising, marketing communication strategies, outdoor media, new media. The results of this study indicate that the marketing communication strategy adopted by Adroady Media is to use 3 types of communication media, namely personal selling, direct marketing, and events or experiences. From these three media, it can be concluded that personal selling is the most effective media used in Car Videotron marketing. With personal selling, the company Adroady Media can establish good relationships with consumers and potential customers and build good relationships. Penelitian ini membahas tentang strategi komunikasi pemasaran Adroady Media dalam memperkenalkan Car Videotron sebagai media iklan luar ruang baru. Tujuan dari penelitian ini untuk mengetahui bagaimana strategi komunikasi pemasaran yang dilakukan perusahaan Adroady Media dalam mempromosikan media iklan luar ruang baru yaitu Car Videotron agar dikenal oleh para konsumen, dan calon konsumen. Jenis penelitian yang digunakan peneliti yaitu menggunakan metode kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam serta melalui studi kepustakaan dan internet. Peneliti menggunakan beberapa teori untuk mendukung penelitian ini yaitu periklanan, strategi komunikasi pemasaran, media luar ruang, new media. Dari hasil dari penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan Adroady Media yaitu menggunakan 3 macam media komunikasi yaitu personal selling, pemasaran langsung, dan acara atau pengalaman. Dari ketiga media tersebut, dapat disimpulkan bahwa personal selling merupakan media yang paling efektif digunakan dalam pemasaran Car Videotron. Dengan personal selling, perusahaan Adroady Media bisa menjalin hubungan yang baik dengan konsumen maupun calon konsumen dan membangun relasi yang baik. 

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