Brand-Led Transformation

2013 ◽  
pp. 454-475
Author(s):  
Pier M. Massa
Keyword(s):  
Consumer Behaviour ◽  
Current Theory ◽  
Marketing Management ◽  
Corporate Leadership ◽  
Business Plans ◽  
Consumer Experiences ◽  
Marketing Team ◽  
Customer Centricity ◽  
The Way

Customer centric strategies are often conceived and developed within marketing departments of organizations. The marketing team, leveraging a keen understanding of the latest theories on effective marketing management and consumer behaviour, often does an outstanding job initiating new customer centric thrusts within organizations. However, to be truly successful, these strategies must flow from and build upon the company brand and be operationalized across the entire enterprise. Brand-led customer centricity must penetrate all aspects of the firm from corporate leadership to staff, and across all customer offers, business plans, projects, processes, and programs of the organization. Only in this way can organizations transform the way the consumer experiences their brand. While most organizations subscribe to the need for customer centricity, the number of companies that consistently and effectively implement such strategies are few. Organizations typically struggle with translating brand-led customer centric strategies into tangible and specific initiatives. This chapter melds a practitioner’s view with current theory and offers pragmatic and proven approaches to translating these strategies into initiatives that drive direct customer and company benefits with successful enterprise-wide outcomes that impact the full business.

Big Data and Sustainable Consumption: A Review and Research Agenda

2021 ◽  
pp. 097226292110225
Author(s):  
Shobhana Chandra ◽  
Sanjeev Verma
Keyword(s):  
Big Data ◽  
Consumer Behaviour ◽  
Business Models ◽  
Sustainable Consumption ◽  
Big Data Analytics ◽  
Consumption Behaviour ◽  
Consumer Experiences ◽  
Systematic Understanding ◽  
The Impact

Big data (BD) is making advances in promoting sustainable consumption behaviour and has attracted the attention of researchers worldwide. Despite the increased focus, the findings of studies on this topic are fragmented, and future researchers need a systematic understanding of the existing literature for identification of the research scope. This study offers a systematic review of the role of BD in promoting sustainable-consumption behaviour with the help of a bibliometric analysis, followed by a thematic analysis. The findings suggest that businesses deploy BD to create sustainable consumer experiences, predict consumer buying patterns, design and alter business models and create nudges for sustainable consumption, while consumers are forcing businesses to develop green operations and supply chains to reduce the latter’s carbon footprint. The major research gaps for future researchers are in the following areas: the impact of big data analytics (BDA) on consumerism, the role of BD in the formation of sustainable habits and consumer knowledge creation for sustainable consumption and prediction of green consumer behaviour.

Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”

2013 ◽  
Vol 3 (3) ◽  
pp. 1-9
Author(s):  
Neeraj Pandey ◽  
Gaganpreet Singh
Keyword(s):  
Interactive Voice Response ◽  
Low Cost ◽  
Value Added ◽  
Subject Area ◽  
Marketing Management ◽  
Digital Marketing ◽  
Content Type ◽  
Mba Students ◽  
Marketing Team ◽  
Value Communication

Subject area Pricing, digital marketing, marketing management and strategic marketing. Study level/applicability The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes. Case overview Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch. Expected learning outcomes The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Taska Kyrana Sdn. Bhd.: to change or not to change its operating days?

2018 ◽  
Vol 8 (2) ◽  
pp. 1-15
Author(s):  
Hazirhah Hashim ◽  
Rohaida Basiruddin ◽  
Farzana Quoquab ◽  
Maizaitulaidawati Md Husin
Keyword(s):  
Undergraduate Students ◽  
Consumer Behaviour ◽  
Institutional Support ◽  
Subject Area ◽  
The State ◽  
Growth Strategy ◽  
Marketing Management ◽  
Promotion Strategy ◽  
Content Type ◽  
The Right

Subject area Entrepreneurship, Marketing management, Consumer behaviour Study level/applicability Undergraduate students, taking courses of entrepreneurship, marketing management and/or consumer behaviour that cover the topics related to entrepreneurial challenges, institutional support, growth strategy, market segmentation and marketing promotion strategy. Case overview This case demonstrates the dilemma of a founder, cum entrepreneur dealing with the issue related to a change in operating days that would affect her business profitability in the kindergarten industry. The case begins with the problem faced by Azizah Ayob, the founder and entrepreneur of Taska Kyrana when she hears that the state minister of Johor has announced that business operation days will be changed from Sunday to Friday with effect from 1 January 2014. The change would be applicable to government institutions in the state. However, businesses and corporations in the private sector can choose to continue observing Saturday-Sunday weekends or switch to the new official rest days of Friday-Saturday. As customers of Taska Kyrana consist of parents working in public and private sectors, as well as Singaporean parents, Ayob needs to choose either to follow the state requirement or to maintain the usual operation days. Expected learning outcomes Using this case, the students should be able to understand the need for institutional support for an entrepreneur; understand a possible growth strategy to cope with the volatile situation; understand the importance of a proper segmentation strategy to target the right group of customers; and understand the importance of a promotional strategy to attract new customers and to retain the existing one in a volatile situation. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

On Fairness and Claims

Utilitas ◽  
2012 ◽  
Vol 24 (2) ◽  
pp. 200-213 ◽  
Author(s):  
PATRICK TOMLIN
Keyword(s):  
Current Theory ◽  
The Relationship ◽  
The Way

Perhaps the best-known theory of fairness is John Broome's: that fairness is the proportional satisfaction of claims. In this article, I question whether claims are the appropriate focus for a theory of fairness, at least as Broome understands them in his current theory. If fairness is the proportionate satisfaction of claims, I argue, then the following would be true: fairness could not help determine the correct distribution of claims; fairness could not be used to evaluate the distribution of claims; fairness could not guide us in distributing claims (or unowed goods); we could not have a claim to be treated fairly; and we would not be wronged when treated unfairly. These entailments mean that it is questionable that fairness is concerned with claims in the way Broome suggests. At the very least, the relationship between fairness and claims appears to be more complex than the picture painted by Broome.

scholarly journals NILAI PENGALAMAN PADA HALAL FESYEN DAN KEPUASAN PENGALAMAN TERHADAP NIAT BERPERILAKU

2021 ◽  
Vol 8 (3) ◽  
pp. 374
Author(s):  
Novi Sekar Sari ◽  
Ririn Tri Ratnasari
Keyword(s):  
Path Analysis ◽  
Behavioral Intention ◽  
Quantitative Methods ◽  
New Products ◽  
Fashion Industry ◽  
Great Opportunity ◽  
Future Behavior ◽  
Consumer Experiences ◽  
Experiential Value ◽  
The Way

ABSTRAKIndonesia memiliki peluang besar menjadi barometer halal fesyen dunia. Cara yang harus dilakukan supaya bertahan di industri halal fesyen dengan mempunyai kreativitas dan menghasilkan produk baru yang inovatif.  Nilai pengalaman merupakan faktor penting yang memengaruhi keberhasilan, inovasi dan daya saing. Nilai pengalaman dianggap memiliki pengaruh terhadap kepuasan pengalaman dan niat berperilaku. Penelitian ini bertujuan untuk mengidentifikasi dan mengkaji pengaruh nilai pengalaman pada halal fesyen, kepuasan pengalaman dan niat berperilaku dengan objek penelitian Laksmi Muslimah. Penelitian ini menggunakan metode kuantitatif dengan menggunakan path analysis. Penelitian ini memiliki hasil bahwa nilai pengalaman pada halal fesyen berpengaruh terhadap kepuasan pengalaman, kepuasan pengalaman berpengaruh terhadap niat berperilaku, nilai pengalaman pada halal fesyen berpengaruh terhadap niat berperilaku. Penelitian ini memiliki implikasi pada ilmu pemasaran Islam, yaitu pemahaman tentang pengalaman konsumen yang kemudian akan memberikan dampak pada perilaku masa depan seperti merekomendasikan produk/layanan kepada orang lain.Kata Kunci: nilai pengalaman, halal fesyen, kepuasan pengalaman, niat berperilaku. ABSTRACTIndonesia has a great opportunity to become a barometer of the world's halal fashion. The way that must be done to survive in the halal fashion industry is by having creativity and producing innovative new products. Experiential value is an important factor affecting success, innovation and competitiveness. Experiential value is considered to have an influence on experiential satisfaction and behavioral intention. This study aims to identify and examine the effect between the experiential value on halal fashion, experiential  satisfaction and behavioral intention with the object of research of Laksmi Muslimah. This study uses quantitative methods using path analysis. This study has the results that the experiential value on halal fashion has an effect on experiential satisfaction, experiential satisfaction has an effect on behavioral intention, the experiential value on halal fashion has an effect on behavioral intention. This research has implications for Islamic marketing science, namely an understanding of consumer experiences which will then have an impact on future behavior such as products/services to others.Keywords: experiential value, halal fashion, experiential satisfaction, behavioral intention.

scholarly journals Marketing in the era of COVID-19

2020 ◽  
Vol 2020 (4) ◽  
pp. 249-260
Author(s):  
Janny C. Hoekstra ◽  
Peter S. H. Leeflang
Keyword(s):  
Consumer Behaviour ◽  
Marketing Strategies ◽  
Economic Downturns ◽  
Online Behaviour ◽  
The Way

AbstractWe discuss the effects of COVID-19 on consumer behaviour and elaborate on the consequences of this disruption for marketing strategies and marketing policies. The crisis shows similarities with changes in consumer behaviour and the way marketing is carried out during economic downturns. However, it also displays characteristics which differ from downcycles, such as shifts in consumption between categories and the accelerated shift from offline to online behaviour. This is forced by the re-evaluation of life priorities by final consumers.

scholarly journals GAMBARAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEDAK TABUR PIXY DI INDONESIA

2018 ◽  
Vol 3 (3) ◽  
pp. 67-78
Author(s):  
Diana Ani Kartika ◽  
Ratih Hurriyati ◽  
Girang Razati
Keyword(s):  
Consumer Behaviour ◽  
Brand Management ◽  
Brand Personality ◽  
Marketing Research ◽  
Sales Promotion ◽  
Theory And Practice ◽  
Marketing Management ◽  
Survey Method ◽  
Global Business ◽  
Employer Brand

Purpose - The purpose of this study is to see the descriptionof the level ofbrand personality,andpurchase decision in consumers of Pixy powder in Indonesia. Design/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 130 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand personality in the high category, and purchase decision in the good category.Originality/value -  The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347.Al-rasyid, H. (1994). Teknik Penarikan Sampel dan Penyusunan Skala. Bandung: Universitas Padjajaran.Arora, S., Neha. (2016). Determinants of Customer-based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905–920. Retrieved from http://doi.org/10.1177/0972150916645693Blackwell, R. D. (2005). Consumer Behaviour. Mason: Permissions Department.Buchari Alma. (2008). Mnajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.Cravens, Piercy. (2013). Strategic Marketing (10th ed.) (10th ed). New York: Mc Graw Hil.Dirgantari, P. D. (2016). PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT). Jurnal Pendidikan Manajemen Bisnis, 11, 22–31.Guthrie, M., Hye-shin, K., Jaehee, J. (2007). The effects of facial image andcosmetic usage on perceptions ofbrand personality. Journal of Fashion Marketing and Management, 12(2), 164–181. http://doi.org/10.1108/13612020810874863Hawkins, D. I. (2010). Building Marketing Strategy Consumer Behavior.Heding, T., Knudtzen, C. F., Bjerre, M. (2009). Brand Management.Hegner, S. M., Jevons, C., Hegner, S. M., Jevons, C. (2016). Brand trust : a cross-national validation in Germany , India , and South Africa. http://doi.org/10.1108/JPBM-02-2015-0814Karjaluoto, H., Munnukka, J., Salmi, M. (2016). Article information : Journal of Service Theory and Practice, 26(1).Kartajaya, H. (2010). Perjalanan Pemikiran Konsep Pemasaran Hermawan Kertajaya. Jakarta: Penerbit Erlangga.Keller, K. L. (2013). Strategic Brand Management (4th ed.). England: Pearson Education Inc. Retrieved from  http://doi.org/10.2307/1252315Keller, K. L., Kotler, P. (2016). Marketing Management (15e ed.). England: Pearson Education Limited.Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing management. England: Pearson Education Limited.Kotler, P., Keller, K. L. (n.d.). Marketing Management.Kwong, M. Z., Candinegara, I. (2014). elationship between Brand Experience , Brand Personality , Consumer Satisfaction , and Consumer Loyalty of DSSMF Brand. iBuss Management, 2(2), 89–98.Laios, L. G., Moschuris, S. J. (2015). The influence of enterprise type on the purchasing decision process. International Journal of Operations Production Management.Lamb, C. W., Hair, J. F. (2011). Marketing.Malhotra, N. K. (2010). Marketing Research (6th ed.). United States of America.Mulyadi, H., Saktiawati, D. (2008). Pengaruh Brand Personality terhadap Loyalitas Pelanggan Sampo Sunsilk. Jurnal Pendidikan Manajemen Bisnis, 7.Noel, H. (2009). Consumer behaviour. Switzerland: AVA Publishing SA.Orozoco-Gomez, M., Toldos-Romeo Ma, M. de l P. (2015). Brand personality and purchase intention, 27(5), 462–467. http://doi.org/10.1108/EBR-03-2013-0046Peter, J. P., Jerry, C. O. (2008). Consumer Behaviour perilaku konsumen dan strtegi pemasaran. Jakarta: Erlangga.Rampl, L. V., Kenning, P. (2014). Employer brand trust and affect : linking brand personality to employer brand attractiveness. http://doi.org/http://doi.org/10.1108/EJM-02-2012-0113Ratih, H., Irna, W. (2008). pengaruh pemasaran eksperiensial terhadp retensi pelanggan pada pengunjung resort spa kampung sampireun garut. Jurnal Pendidikan Manajemen Bisnis, 7, 1–19.Razati, G., Ruhimat, R. (2008). pengaruh sales promotion terhadap keputusan pengguna kartu kredit bni. Pendidikan Manajemen Bisnis, 7.Sangadji, E. M., Sopiah. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitan. Yogyakarta: Andi offset.Schiffman, L. ., Kanuk, L. L. (2007). Consumer Behaviour. New Jersey: Pearson Prestice Hall.Solomon, M. R., Bamossy, G., Askegaard, S., Hogg, M. K. (2013). Consumer Behaviour.Sugiyono. (2010). Metode Penelitian Bisnis. Bandung: Alfabetha.Suharno. (2010). Marketing in Practice (edisi pert). Yogyakarta: Graha Ilmu.Surakhmad, W. (2004). Pengantar Penelitian Ilmiah Dasar Metode Teknik. Bandung: Tarsito.Utama, D. H., Amelia, F. (2009). ENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN PRODUK TEH CELUP SOSRO DAN 2 TANG (Survei Pada Pelanggan Teh Celup di Griya Pahlawan dan Giant Pasteur Bandung). Urnal Pendidikan Manajemen Bisnis, 8(30-40).Yin, C., Mansori, S. (2016). Factor that influences consumers ’ brand loyalty towards cosmetic products. Journal of Marketing Management and Customer Behavior, 1, 12–29.

scholarly journals The impact of search engines on the hotel distribution value chain

1970 ◽  
Vol 02 (010) ◽  
pp. 19-54
Author(s):  
Antoni Serra Cantallops ◽  
José Ramón Cardona ◽  
Marc Galbis Matarredona
Keyword(s):  
Value Chain ◽  
Search Engines ◽  
Consumer Behaviour ◽  
The Internet ◽  
Sales Channel ◽  
Distribution Costs ◽  
Direct Sales ◽  
Travel Industry ◽  
The Impact ◽  
The Way

Internet is a very important sales channel for business in general, but it is becoming increasingly fundamental to the travel industry. The appearance of the Internet has increased the complexity of travel distribution and created new intermediaries and new means of distribution which in some cases have led to an increase in distribution costs. However, it has also made it much easier for suppliers to sell directly to consumers. We may say that the Internet has not only revolutionised the way that travel suppliers sell their products, but that ithas also changed the way customers plan and book their travel, stimulating thecreation of websites designed to satisfy the needs of online travellers. In this change in consumer behaviour, search engines have played, play and will continue to play a very important role. This document analyses the mass use of search engines and its impact on the value chain in travel distribution, the implications for each of the participants in the value chain, and the repercussions the changes are causing in the management of travel company websites which increasingly see search engines as their most important tool for direct sales to consumers.

Pattern Thinking

2020 ◽  
pp. 127-145
Author(s):  
Tanusree Dutta ◽  
Soumya Sarkar
Keyword(s):  
Impulse Buying ◽  
Sales Promotions ◽  
Firing Patterns ◽  
Neural Connections ◽  
Consumer Experiences ◽  
The World ◽  
Human Brains ◽  
The Brain ◽  
The Way

Consumers experience retail environments through the encounters they have. Out of these, the oft-repeated ones become part of the way they experience the world, which lay down and solidify neural connections and firing patterns leading to sight, hearing, feeling, and doing. This ‘doing' shapes consumer experiences. The foundation for such experiences is the fact that human brains are geared towards recognizing patterns and interruptions in patterns. To their benefit, retailers use information about the brain identifying patterns of experience and anomalies in those patterns. This knowledge makes sales promotions so fundamental for engaging buyers. Their visit to their favorite store is interrupted by a sudden discount or an alluring offer, which retailers are forever carrying out to seduce buyers. This chapter explores the neuroscience theories that equip the retailers to send out signals to entice buyers and covers applications of such theories in real retail encounters, including the role of dopamine and the brain, impulse buying, and the thrill of hunting deals.

A Statistical Analysis of e-commerce in Greece: The Case of Young People in Central Macedonia

2017 ◽  
Vol 1 (2) ◽  
pp. 421
Author(s):  
Persefoni Polychronidou ◽  
Xanthippi Chapsa ◽  
Christos Tsitsakis
Keyword(s):  
Statistical Analysis ◽  
Young People ◽  
Empirical Research ◽  
Consumer Behaviour ◽  
New Technologies ◽  
The Way

<p>The way of commerce transactions has changed from traditional ways to new ones with the use of new technologies. E-commerce has rapidly developed abroad, while in Greece has been developed more slowly. The present paper focuses on the e-commerce in Greece. For that purpose, an empirical research has been conducted from November to December 2015 and 100 valid questionnaires were selected. The study empirically investigates the consumer behaviour, the trust and safety in transactions and the advantages of e-commerce. Under this framework, the results of the empirical research are presented and the relevant findings are discussed.  </p>

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