When Push Comes to Shelf: How Point-of-Sale Marketing Mix Impacts National-Brand Purchase Shares

2012 ◽  
Author(s):  
Minha Hwang ◽  
Raphael Thomadsen
Keyword(s):  
Marketing Mix ◽  
National Brand ◽  
Point Of Sale

How Point-of-Sale Marketing Mix Impacts National-Brand Purchase Shares

2016 ◽  
Vol 62 (2) ◽  
pp. 571-590 ◽  
Author(s):  
Minha Hwang ◽  
Raphael Thomadsen
Keyword(s):  
Marketing Mix ◽  
National Brand ◽  
Point Of Sale

scholarly journals Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand

2020 ◽  
Vol 57 (4) ◽  
pp. 677-694 ◽  
Author(s):  
Kristopher O. Keller ◽  
Inge Geyskens ◽  
Marnik G. Dekimpe
Keyword(s):  
Price Elasticity ◽  
Marketing Mix ◽  
Private Label ◽  
Brand Name ◽  
National Brand ◽  
Brand Strength ◽  
Private Label Brands ◽  
Multiple Category

The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.

Determinant Factors of Brand Loyalty in Malaysian Automotive Industry

2017 ◽  
Vol 14 (1) ◽  
pp. 81
Author(s):  
Khaled Alqasa ◽  
Tuck Sum Ho ◽  
Filzah Md Isa
Keyword(s):  
Service Quality ◽  
Automotive Industry ◽  
Brand Loyalty ◽  
Country Of Origin ◽  
Mail Survey ◽  
Simple Random Sampling ◽  
Marketing Mix ◽  
The Body ◽  
National Brand ◽  
Marketing Mix Strategy

With the rapid growth in the Malaysian automotive industry, brand loyalty has become a major issue for a majority of the automobile brands. Market shares for national brand automobiles had been on the declining stage since 2011, from 56.4 per cent to 46.8 per cent in 2014. The objectives of this study are to verify the factors that affect consumers’ perception towards brand loyalty by studying the relationships between three important factors: which are service quality, marketing-mix strategy, and country-of-origin, on brand loyalty. A postal mail survey using judgmental, cluster and simple random sampling of Malaysian consumers in the Klang Valley yielded 413 respondents of which 381 samples are usable. Regression was used to analyse the relationships between the variables. Results showed that marketing-mix strategy and country-of-origin have significant relationships with brand loyalty. However, service quality does not have any significant relationship with brand loyalty. The findings of this study, while contributing to the body of knowledge may also assist policy makers and marketers in their sustainability efforts. Keywords: brand loyalty, service quality, marketing-mix strategy, countryof-origin, Malaysia

scholarly journals Development of Marketing Mix Strategy for Spa Business

2019 ◽  
Vol 8 (2S11) ◽  
pp. 4162-4166
Keyword(s):  
Marketing Mix ◽  
Sea Salt ◽  
Small Enterprise ◽  
Price Setting ◽  
Product Price ◽  
Point Of Sale ◽  
Similar Product ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Promotion Campaigns

This research aims to study the marketing mix of sea salt spa enterprise in order to develop guideline to improve marketing mix for sea salt spa small enterprise. The samples had been selected using homogeneous sampling method. The questions related with 5Ps marketing mix in spa industry; product, price, place, promotion, and personnel. The result of this research showed that all 5Ps marketing mix affected the operation of sea salt spa. Product was the most important factor that affects customers’ preferences since it directly contacts with customers. The second important factor was personnel. An owner should provide a social welfare as well as develop a good relationship among owner and worker. As a result, workers will, in turn, offer a high-class service to customers. Price setting must be carefully calculated with consideration of fixed and variable costs plus a required profit. However, it should not be higher than common price of similar product sells by competitors. Finally, promotion campaigns could be set regarding to point of sale. For instance, customer can get a free hand treatment before buying a product

Faktor-Faktor Yang Mempengaruhi Keputusan Mahasiswa Memilih Program Studi Kebidanan STIKES Muhammadiyah Ciamis Tahun 2016

2018 ◽  
Vol 5 (1) ◽  
pp. 69-82
Author(s):  
Evi Mariana
Keyword(s):  
Data Analysis ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Random Sampling ◽  
Sampling Method ◽  
Marketing Mix ◽  
Stratified Random Sampling ◽  
Price Promotion ◽  
F Test ◽  
Physical Evidence

The purpose of this study was to analyze the factors that influence the decisionof the students chose to study in Obstetrics Prodi STIKES Muhammadiyah Ciamis and analyze the factors that most influence the decision of the students chose to study in Obstetrics Prodi STIKES Muhammadiyah Ciamis. Collecting data in this study was conducted using a survey by questionnaire to 114 students by stratified random sampling method. Methods of data analysis using multiple linear regression, F test and test T. The result is a marketing mix that significantly is the product, place, and physical evidence. And that does not affect the marketing mix is price, promotion, place, and processes

Pengembangan Butik Muslim yang Terkait dengan Pelayanan Prima dan Kualitas Produk pada Butik Firta Collection

Liquidity ◽  
2018 ◽  
Vol 7 (2) ◽  
pp. 97-107
Author(s):  
Esust Setiawati
Keyword(s):  
Strategic Management ◽  
Product Quality ◽  
Qualitative Method ◽  
Swot Analysis ◽  
External Environment ◽  
Marketing Mix ◽  
External Factors ◽  
Customer Trust

This study aims to analyze how strategic management in the Firta Collection Boutique to develop its business, especially in providing services to customers. The method used in this research is a qualitative method that includes Marketing Mix (4P Analysis) and SWOT Analysis, to find out what external factors are opportunities or threats to the Firta Collection Boutique. The results of the study show that the strategies adopted by the Firta Collection Boutique are still inappropriate and need to use other strategies. Changes in the external environment have continued to increase so that it is an opportunity and anticipates threats by utilizing strengths and minimizing weaknesses by innovating and improving approaches and gaining customer trust in product quality, in order to compete in the fashion sector.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

Using watermark visibility measurements to select an optimized pair of spot colors for use in a binary watermark

2020 ◽  
Vol 2020 (15) ◽  
pp. 197-1-197-7
Author(s):  
Alastair Reed ◽  
Vlado Kitanovski ◽  
Kristyn Falkenstern ◽  
Marius Pedersen
Keyword(s):  
Food Packaging ◽  
Red Light ◽  
Human Observer ◽  
Viewing Distance ◽  
Point Of Sale ◽  
Complementary Color ◽  
Low Visibility ◽  
Packaging Industry ◽  
Spot Color ◽  
Selection Of

Spot colors are widely used in the food packaging industry. We wish to add a watermark signal within a spot color that is readable by a Point Of Sale (POS) barcode scanner which typically has red illumination. Some spot colors such as blue, black and green reflect very little red light and are difficult to modulate with a watermark at low visibility to a human observer. The visibility measurements that have been made with the Digimarc watermark enables the selection of a complementary color to the base color which can be detected by a POS barcode scanner but is imperceptible at normal viewing distance.

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