scholarly journals The Model of a New Self-owned Brand Product’ Ad Expenditure and Pricing

2019 ◽  
Vol null (60) ◽  
pp. 163-179
Author(s):  
CAO Jiantao
Keyword(s):  
Brand Product

Management Of Enterprise Development Strategies Formation: Analysis And Synthesis Methods

2021 ◽  
Vol 38 (4) ◽  
Author(s):  
Olga Kalaman ◽  
Tetiana Stupnytska ◽  
Yurii Melnyk ◽  
Karine Doicheva
Keyword(s):  
Swot Analysis ◽  
Synthesis Methods ◽  
Enterprise Strategy ◽  
Strategy Formation ◽  
Local Synthesis ◽  
Self Organized ◽  
Analysis And Synthesis ◽  
Enterprise Activity ◽  
Brand Product

The purpose of the presented research is to analyze, systematize and formulate an enterprise strategy based on the analysis and synthesis of opportunities and threats of the external environment in combination with its strengths and weaknesses. Unconventional structuring of SWOT-factors, as well as their local synthesis for determination of the driving and inhibiting forces of the enterprise, has been offered. Ways to identify trends and patterns of external and internal environment based on a generalized model of SWOT-factors have been identified. Decisive in formulating a strategy (self-organized in nature) is a harmonization model of the goals system. General theoretical methods (analogy, abstraction, analysis and synthesis, idealization, imaginary modeling) and practical methods of research (observation, comparison, matching, analysis of statistical and other indicators) were used to solve the problems of the research. Methods such as empirical, statistical, graphical, etc. were used to process and summarize information.Thus, the approach study to the enterprise strategy formation based on the analysis and synthesis of the environment opportunities and threats in combination with its strengths and weaknesses allows to state that the development of a common structured list of major areas of enterprise activity is carried out taking into account the synthesis of all SWOT-analysis of the brand product, competitors and market segments, which allows the company to achieve a certain specific purpose of its activities.

scholarly journals STRATEGI PENANGANAN RISIKO OPERASIONAL PEMASARAN PRODUK TEH CELUP HIJAU WALINI PADA INDUSTRI HILIR TEH PT PERKEBUNAN NUSANTARA VIII, BANDUNG, JAWA BARAT

2019 ◽  
Vol 11 (2) ◽  
pp. 100-115
Author(s):  
Idzhar Jaya Nugraha ◽  
Akhmad Riyadi Wastra ◽  
Lilis Imamah Ichdayati
Keyword(s):  
Green Tea ◽  
Value At Risk ◽  
Operational Risk ◽  
International Market ◽  
Mitigation Strategy ◽  
Z Score ◽  
Is Strategy ◽  
Plantation Company ◽  
The One ◽  
Brand Product

Tea is an Indonesian excellent product that has been recognized worldwide. Indonesia is the seventh best tea producer which have international market potential.Therefore Tea Indonesia is expected to take advantage on existing opportunities from downstream industry of tea. The one of stated-owned plantation company who have downstream industry of tea is PT Perkebunan Nusantara VIII. Walini’s tea is a one famous brand product for this company. The development downstream industry of tea PTPN VIII is faced with yet achieved the expected sales. Amount of cost operational marketing and sales are indicated of operational risk. The objective of this study is strategy handling of marketing operational risk Walini Green tea bag product in downstream industry of tea PTPN VIII. Identification risk is first step to know the problem of marketing operational in downstream industry of tea PTPN VIII. By using Z-Score and Value at Risk (VAR) metode, it be showed the result of probability and impact of marketing operational risk. Preventif and mitigation strategy can be handling this company to growth up the expected sales.

Internet Mercenary Operation

2014 ◽  
pp. 86-117
Keyword(s):  
Public Relations ◽  
Strategic Communication ◽  
Target Audience ◽  
Public Image ◽  
The Internet ◽  
Chinese Context ◽  
Media Technologies ◽  
Positive Image ◽  
Product Service ◽  
Brand Product

Internet mercenary operation is a well-integrated part of the Internet public relations (IPR) business. IPR in the Chinese context is defined as a series of strategic communication activities that use the Internet and other new media technologies to promote awareness and ensure a positive image of a brand, product, service or any other entity which is concerned with its public image. Specifically, this chapter details the whole procedure of Internet mercenary operation including release design, target platforms, target audience, release volume and release duration. This chapter also documents in some detail the practice of release operation, including a pyramid of “pushing hands,” and the procedures of maintenance and monitoring.

scholarly journals Brief-ANT as a tool for measuring the influence of roadside advertisements content on the drivers’ attentional processes

2018 ◽  
Vol 231 ◽  
pp. 04009 ◽  
Author(s):  
Anna Olejniczak-Serowiec ◽  
Norbert Maliszewski ◽  
Justyna Harasimczuk
Keyword(s):  
Road Safety ◽  
Situational Awareness ◽  
Luminance Contrast ◽  
Short Version ◽  
Cognitive Mechanisms ◽  
Attentional Processes ◽  
Advertising Industry ◽  
Resources Management ◽  
Attentional Resources ◽  
Brand Product

The question of roadside advertisement’s influence on road safety is complex and multi-faceted. The list of advertisements characteristics which may play significant role for road safety includes: the size, colours, shape, luminance, contrast, localization, and many more. One of the aspects is advertisement’s content. Advertising industry uses emotional and cognitive mechanisms which are likely to engage the addressees’ attention and therefore make the brand/product more salient for their minds. As far as such a strategy might be effective for advertisers, it may be dangerous for road safety, when used in roadside advertisement. Cognitive, especially attentional, resources play key role in vehicle driving, which requires constant maintenance of situational awareness. Attention distraction, both visual and cognitive, is a proven safety-decreasing factor in vehicle driving. A method for measuring the influence of different advertisement content on attentional resources management - a short, version of the ANT, Brief-ANT, was developed. The results of a nationwide study conducted, revealed that reaction time in Brief-ANT differed significantly depending on the type of content used as the fixation cue, which leads us to a conclusion that Brief-ANT might be a good measure of the content’s influence on attentional resources management.

A gamified marketing strategy to create emotional customer connection

2020 ◽  
Vol 37 (1) ◽  
pp. 25-27
Keyword(s):  
Marketing Strategy ◽  
Game Design ◽  
Design Methodology ◽  
Reading Time ◽  
Related Factors ◽  
Content Type ◽  
Maximum Value ◽  
Pertinent Information ◽  
Practical Implications ◽  
Brand Product

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on deploying advergames to engage customers in a brand’s ecosystem of products. The results urged advergame designers to pay attention to four concepts, in descending order of importance: game design, technical elements like multiplayer chat, player personalization, and brand/product-related factors such as integrating product comparisons into the game. To create maximum value from an advergame project, it’s recommended that forming an emotional connection between the player and the brand should be the ultimate aim for anyone working on advergames. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Data of the patterns of youth local brand product consumption through online shopping

Data in Brief ◽  
2019 ◽  
Vol 23 ◽  
pp. 103723 ◽  
Author(s):  
Bagong Suyanto ◽  
Henri Subiakto ◽  
Koko Srimulyo
Keyword(s):  
Online Shopping ◽  
Product Consumption ◽  
Brand Product

Impact of In-Store Promotion and Spillover Effect on Private Label Introduction

2019 ◽  
Vol 11 (2) ◽  
pp. 96-112 ◽  
Author(s):  
Yingjue Zhou ◽  
Tieming Liu ◽  
Gangshu Cai
Keyword(s):  
Supply Chain ◽  
Spillover Effect ◽  
The Other ◽  
Private Label ◽  
National Brand ◽  
Label Product ◽  
Horizontal Competition ◽  
Positive Spillover ◽  
The Impact ◽  
Brand Product

In this paper, the authors investigate the impact of in-store promotion and its spillover effect on private label introductions. Studying different retail supply chain scenarios in which the retailer carrying a national brand may introduce its own private label product and promote either the national brand or the private label inside the store, they find the in-store promotion on one product has a positive spillover effect on the other product. Without in-store promotion and spillover effect, the conventional wisdom indicates that, in a retail supply chain, the national brand manufacturer will be negatively affected by the introduction of a private label product. With in-store promotion and spillover effect, however, the national brand manufacturer can actually benefit from the private label introduction. When the spillover from national brand to private label is high, the retailer prefers to promote the national brand product. When the spillover from private label to national brand is high, promoting the private label product can also benefit the national brand manufacturer. With a symmetric spillover rate, the national brand manufacturer can still benefit from the private label introduction, as long as the retailer promotes the national brand product, the horizontal competition is not intense, or the private label product quality is sufficiently low.

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