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w 55 CHAPTER 10 Hamzah Abdullah (202210160311318), Fernandio Widy Wardana (202210160311319), Affandi Rama P(202210160311341) “Crafting the Brand positioning” Background In an increasingly competitive and globally interconnected business environment, Brand positioning refers to a set of factors that play a role in how consumers perceive and recognize a brand in the market(Claessens, 2016) Therefore, the process of crafting the brand positioning is a complex one that requires a deep understanding of the target audience, competitive analysis, and the unique value offered by the company(Laub, 1999). The importance of brand positioning in today's business world is growing in line with the development of technology, globalization, and significant changes in consumer behavior(Hassan G. F, Khalifa A., 2021). Essentially, crafting the brand positioning involves fundamental questions such as "What makes our brand different?" and "How can we effectively communicate that value to consumers?"(Lee & Trim, 2019) This article will explore the importance of crafting the brand positioning in the context of modern business, looking beyond just creating a brand logo or slogan(George, 2019). We will discuss core principles, strategic steps, and tools used in this process, as well as uncover successful examples from leading companies that have successfully utilized brand positioning strategies to win over consumers and achieve long-term business success(Lyashchuk & Platonova, 2021). By understanding and implementing the principles of crafting the brand positioning, companies can strengthen their brand identity, build customer loyalty, and create a distinct presence in an increasingly competitive market.(Kotler & Keller, 2021). This article will provide in-depth insights into how companies can use brand positioning strategies to address current business challenges and achieve long-term success.(Nguyen et al., 2018) LITERATURE REVIEW

w 56 1. Explain the role of brands in creating market value Brands play a fundamental role in enhancing the market value of products and services.(Kieu et al., 2021). They serve as effective instruments for businesses to establish a distinct identity, foster customer allegiance, and set themselves apart from competitors. By effectively communicating the unique qualities and selling points of their offerings, brands can distinguish themselves in a competitive market and command higher prices, leading to an expansion in market share and overall value.(Lyngbo, 2012). Furthermore, robust brands nurture trust and reliability among consumers by consistently delivering high-quality products and services, resulting in increased customer loyalty and recurrent business. This allegiance contributes to a steady consumer base and repetitive revenue, reinforcing the market value of the brand. Moreover, well-established brands have an edge when entering new markets or introducing fresh products, as their existing customer loyalty and brand recognition pave the way for successful growth and heightened market value.(Tsuroka, 2014) Ultimately, brands that successfully establish and uphold a positive reputation are more likely to experience long-term growth, profitability, and a strong foothold in the market. Brands are not just symbols but powerful tools that enable businesses to forge a unique identity in the marketplace. A well-defined brand helps consumers recognize and relate to the values and offerings of a business, facilitating a stronger emotional connection with the target audience. By effectively communicating the distinct qualities and advantages of their products and services, brands can establish a clear and compelling value proposition, positioning themselves as the preferred choice in a crowded market. Moreover, a strong brand is instrumental in fostering consumer allegiance and building longterm relationships. Brands that consistently deliver high-quality products and services cultivate a sense of trust and reliability among consumers. This trust translates into increased customer loyalty, with satisfied customers more likely to become repeat buyers and brand advocates. Consequently, businesses can rely on this loyal customer base to generate recurring revenue and drive sustained profitability, thereby solidifying the brand's market value over time. The influence of a well-established brand extends beyond customer loyalty to market expansion and diversification. Brands with a robust reputation and widespread recognition enjoy a competitive advantage when entering new markets or introducing new products. Existing customer loyalty and brand recognition serve as a solid foundation, enabling businesses to penetrate new markets more effectively and secure a significant market share, consequently amplifying the overall market value of the brand. In the dynamic and ever-evolving business landscape, maintaining a positive brand reputation is pivotal for long-term growth and sustainability. Brands that consistently deliver on their promises and maintain a positive image are better equipped to weather market fluctuations and consumer trends. This resilience, coupled with a strong and loyal customer base, contributes to the brand's enduring success, market resilience, and profitability, ultimately solidifying its position as a prominent and valuable player in the market.

w 57 By understanding and harnessing the power of branding, businesses can not only enhance their market value but also create lasting relationships with consumers, foster sustained growth, and maintain a competitive edge in an increasingly competitive marketplace. 2. Describe the key principles in designing brand elements and associations Establishing a successful brand identity requires adherence to key principles in designing brand elements and associations.(Matthiesen & Phau, 2005). Firstly, keeping brand elements simple is crucial for creating a distinctive and memorable identity. Consistency across different marketing channels is also vital to maintain a unified and recognizable brand image (Balmer, 2011). Cohesion among brand elements is essential for conveying a consistent brand message and delivering a unified consumer experience. (Pavel, 2015). Flexibility is also critical, enabling brand elements to adapt seamlessly across various platforms without losing their essence. Authenticity plays a significant role, as genuine brand elements build trust and credibility among consumers.(Shoenberger et al., 2020) (Gaspar, 2016; Lipka, 2009). (Lenski & Großschedl, 2022) Finally, designing brand elements with longevity in mind ensures their continued relevance and effectiveness, enabling the brand to withstand changes in market trends and consumer preferences over time. (Mau, 2021). Simplicity and Clarity: The significance of simplicity lies in its ability to communicate the brand's essence succinctly. Clear and uncomplicated brand elements allow for easy understanding and recognition, fostering a sense of trust and reliability among consumers, which is especially crucial in a fastpaced, information-rich environment. By distilling the brand's identity into simple yet powerful elements, companies can effectively convey their message and establish a strong and memorable brand presence. Cross-Platform Consistency: Maintaining a consistent brand image across diverse marketing channels and touchpoints reinforces the brand's credibility and reliability. A coherent and uniform brand presence helps build a strong brand association in the minds of consumers, enhancing brand recall and facilitating brand loyalty. Consistency in branding instills a sense of reliability and trust, allowing consumers to confidently engage with the brand across various platforms, leading to enhanced brand recognition and customer loyalty. Relevance and Personalization: Tailoring brand elements to align with the specific needs and preferences of the target audience enhances the brand's relatability and appeal. By ensuring that brand elements reflect the target audience's values and aspirations, companies can establish a more profound and authentic connection with their consumers. Understanding the unique requirements and aspirations of the target audience allows brands to create personalized experiences that resonate with consumers, fostering a deeper emotional connection and longterm brand loyalty.

w 58 Harmonious Integration: Achieving cohesion among various brand elements, such as logos, colors, typography, and messaging, ensures a seamless and harmonious brand experience. A well-integrated brand identity fosters consumer trust and confidence, reflecting the brand's commitment to delivering a consistent and reliable product or service. Brands that prioritize a cohesive integration of various elements convey a unified and coherent message that resonates with consumers, establishing a strong brand identity that consumers can relate to and trust. Innovative Adaptation: The ability to adapt brand elements innovatively while retaining the brand's core identity enables businesses to stay relevant and competitive in an ever-evolving market. Incorporating innovative elements into the brand identity demonstrates the brand's agility and responsiveness to emerging consumer trends and preferences. By embracing innovation while staying true to the brand's essence, companies can maintain a contemporary and fresh brand image that resonates with the evolving tastes and preferences of their target audience. Credible Authenticity: Authentic brand elements resonate with consumers on a deeper level, as they reflect the brand's genuine values and mission. Maintaining a consistent and authentic brand identity fosters a sense of trust and loyalty, compelling consumers to align themselves with the brand's vision and purpose. Brands that prioritize authenticity create meaningful connections with their audience, building long-term relationships based on trust and shared values, which ultimately leads to increased brand loyalty and advocacy. 3. Discuss how a company should design the hierarchy of its brands Developing a brand hierarchy is a crucial strategic process that necessitates thorough planning and understanding.(Naeimi et al., 2015). Companies must have a comprehensive grasp of their target market segments to ensure that each brand within the hierarchy caters to specific consumer needs effectively(Feng, 2022). Developing a robust brand hierarchy is not only about structuring brands but also about creating a cohesive narrative that resonates with consumers at various touchpoints. A key consideration in this process is the establishment of a strong brand architecture that supports the company's overall business objectives. This involves deciding whether to adopt a branded house strategy, where the corporate brand is prominent across all products and services, or a house of brands strategy, where each brand operates independently. The choice of brand architecture can significantly impact consumer perception and the overall effectiveness of the brand hierarchy. Furthermore, companies must prioritize consumer-centric strategies, focusing on understanding the specific needs and preferences of their target audience segments. This

w 59 customer-centric approach should inform the development and positioning of each brand within the hierarchy, ensuring that each brand caters to distinct consumer demographics and effectively addresses their unique requirements. By aligning the brand hierarchy with consumer insights, companies can enhance brand resonance and foster stronger customer loyalty. To facilitate clarity and coherence, it's imperative for companies to establish a transparent and well-defined brand hierarchy that clearly communicates the relationships between different brands. This transparency helps consumers navigate the brand portfolio more effectively, enabling them to understand how each brand within the hierarchy contributes to the overall value proposition of the company. A transparent brand hierarchy can also prevent any confusion or ambiguity, ultimately strengthening consumer trust and brand credibility. Additionally, companies should leverage the existing brand equity and reputation of established brands to provide a solid foundation for newer brands within the portfolio. Building on the trust and recognition already established by well-known brands can accelerate the market acceptance and adoption of new offerings, thereby streamlining the brand expansion process and reducing the associated risks. Flexibility and adaptability are also critical components of an effective brand hierarchy. The design should allow for the seamless integration of new brands or product lines, as well as the incorporation of any changes in market trends or consumer preferences. This flexibility enables the company to stay agile and responsive, catering to evolving market demands while maintaining a strong and cohesive brand identity. Ultimately, the design of the brand hierarchy should be aligned with the overarching business strategy and long-term goals of the company. A well-crafted brand hierarchy not only enhances brand awareness and market share but also contributes to the overall growth and sustainability of the company in an increasingly competitive business environment. 4. Explain how a company should manage its brands over time Ensuring effective brand management over the long term requires a comprehensive and proactive approach to sustain the brand's significance, competitiveness, and overall worth in the market. Regular brand evaluations are essential to assess the brand's performance, market position, and consumer perception, enabling necessary adaptations in response to evolving market trends and consumer preferences. Maintaining uniform brand messaging across various communication platforms is crucial for reinforcing the brand's identity and cultivating a robust brand image. Continual innovation and adaptation of brands to meet changing consumer

w 60 demands and market dynamics are pivotal in preserving their relevance and competitiveness. Companies should regularly review their brand positioning strategies, considering shifting market dynamics, consumer inclinations, and competitor tactics to uphold relevance in the competitive landscape. By fostering meaningful consumer engagement and delivering exceptional customer experiences, companies can cultivate lasting customer loyalty and advocacy. Thoughtful brand extensions into new product categories or related markets can leverage existing brand equity and expand the brand's reach, provided it is executed carefully to preserve brand integrity. Effective management of brand equity, intellectual property, and brand associations is crucial in safeguarding the brand's reputation and maintaining a positive brand image. Routine market research and the acquisition of consumer insights empower companies to comprehend evolving consumer preferences, market trends, and emerging opportunities, offering valuable guidance for informed decision-making and adjustments to brand strategies. Adopting these practices allows companies to adeptly oversee their brands over time, securing their enduring relevance, competitiveness, and value in the marketplace. Brand management is a critical aspect of a company's long-term success in the marketplace. By maintaining and enhancing a brand's value and perception, a company can foster customer loyalty and establish a strong market presence. Effective brand management involves a strategic approach that necessitates consistent efforts and adaptation to changing market dynamics. Consistency and Identity Maintenance: One of the key strategies in managing a brand over time is maintaining consistent brand identity. This involves upholding the brand's core values, messaging, and visual elements across all platforms and communication channels. By ensuring a coherent brand image, companies can build trust and recognition among consumers, which in turn leads to a more loyal customer base. Market Analysis and Adaptation: Continuous market research and analysis are crucial for effective brand management. By staying updated on market trends, consumer behavior, and competitors' activities, companies can make informed decisions about their brand's direction. This allows them to adapt to evolving consumer preferences and market shifts, ensuring the brand remains relevant and competitive over time. Customer Engagement and Quality Assurance: Maintaining strong customer relationships and delivering high-quality products or services are integral to brand management. By engaging with customers through various channels and prioritizing their satisfaction, companies can foster a sense of loyalty and advocacy.

w 61 Additionally, consistent quality assurance ensures that the brand's promise aligns with the customer's expectations, further solidifying the brand's reputation and market position. Long-Term Strategy and Vision: Developing a comprehensive long-term brand strategy is essential for sustainable brand management. This strategy should align with the company's overall vision and objectives, while also allowing for flexibility and adaptation in response to market changes. By continually evaluating and adjusting the brand strategy, companies can ensure their brand remains resilient and well-positioned in an ever-evolving business landscape. Conclusion Based on an in-depth literature review, it can be concluded that brand positioning plays a central role in shaping consumer perceptions of a brand in the market. The process of crafting brand positioning is a complex one that requires a deep understanding of the target audience, competitive analysis, and the unique value offered by the company. Essentially, brand positioning aims to address fundamental questions such as "What makes our brand different?" and "How can we effectively communicate that value to consumers?". Brands have a significant role in creating market value, strengthening brand identity, building customer loyalty, and creating a distinct presence in an increasingly competitive market. The key principles in designing brand elements and associations include simplicity and clarity, cross-platform consistency, relevance and personalization, harmonious integration, innovative adaptation, and credible authenticity. Simultaneously, effective brand hierarchy planning requires a comprehensive understanding of the target market segments, with a focus on consumer-oriented strategies. Flexibility, transparency, and adaptability are also key factors to consider in designing a strong brand hierarchy. Furthermore, effective brand management over time requires regular evaluation, indepth market analysis, meaningful consumer engagement, guaranteed quality, and wellplanned long-term strategies. By implementing these principles, companies can strengthen their brand identity, build consumer loyalty, and establish a strong presence in an increasingly competitive market. Thus, a deep understanding of brand positioning design and effective brand management can be the key to long-term success for companies in an increasingly complex market competition. DAFTAR PUSTAKA: Balmer, J. M. T. (2011). Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding

w 62 of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952-2012). In Journal of Brand Management (Vol. 18, Issue 8). https://doi.org/10.1057/bm.2011.21 Claessens, M. (2016). MARKETING INSTRUMENTS – MARKETING MIX – 7 PS OF MARKETING. April 14. Feng, W. (2022). Sales Forecast of Marketing Brand Based on BP Neural Network Model. Computational Intelligence and Neuroscience, 2022. https://doi.org/10.1155/2022/1769424 Gaspar, F. (2016). Concetualização de uma plataforma digital de vestuário em segunda mão com a vertente solidária. Instituto Politécnico de Lisboa, 7(6). George, L. (2019). Fast forward? The role of the fashion week in defining a middle eastern fashion identity. In Fashion: Tyranny and Revelation. https://doi.org/10.1163/9781848884830_013 Hassan G. F, Khalifa A., S. M. A. K. S. M. (2021). A DECADES-OLD DREAM: TOWARDS BRANDING THE UN-NAMED CITY OF THE NEW ADMINISTRATIVE CAPITAL IN EGYPT. Design Engineering. https://doi.org/10.17762/de.vi.2360 Kieu, P. T., Nguyen, V. T., Nguyen, V. T., & Ho, T. P. (2021). A spherical fuzzy analytic hierarchy process (Sf-ahp) and combined compromise solution (cocoso) algorithm in distribution center location selection: A case study in agricultural supply chain. Axioms, 10(2). https://doi.org/10.3390/axioms10020053 Kotler, P., & Keller, K. L. (2021). Marketing Management 17th Global Edition. Pearson Education Limited. Laub, J. A. (1999). Assessing the servant organization; Development of the Organizational Leadership Assessment (OLA) model. Dissertation Abstracts International,. Procedia - Social and Behavioral Sciences, 1(2). Lee, Y. I., & Trim, P. R. J. (2019). Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits. Journal of Brand Management, 26(5). https://doi.org/10.1057/s41262-019-00153-x Lenski, S., & Großschedl, J. (2022). Emotional Design in Concept Maps – No Support but Also No Burden. Frontiers in Education, 7. https://doi.org/10.3389/feduc.2022.807627 Lipka, S. (2009). Colleges “Don’t Own the Conversation Anymore.” Chronicle of Higher Education, 55(35). Lyashchuk, Y. O., & Platonova, O. V. (2021). Comparative analysis of brand management strategies. Proceedings of the Voronezh State University of Engineering Technologies, 83(1). https://doi.org/10.20914/2310-1202-2021-1-343-352

w 63 Lyngbo, T. (2012). The Ultimate List of Reasons Why You Need Search Engine Optimization. Search Engine Land. Matthiesen, I., & Phau, I. (2005). The ‘HUGO BOSS’ connection: Achieving global brand consistency across countries. Journal of Brand Management, 12(5). https://doi.org/10.1057/palgrave.bm.2540229 Mau, T. A. (2021). Branding the public service of Canada: A model worthy of emulation or unfulfilled promise? In Public Branding and Marketing: A Global Viewpoint. https://doi.org/10.1007/978-3-030-70505-3_8 Naeimi, M., Abad, N., & Rohani, A. (2015). The Role of Marketing Mix on Brand Value. Journal of International Economy and Business (IEB), ISSN 2367-6035. Nguyen, H. T., Zhang, Y., & Calantone, R. J. (2018). Brand portfolio coherence: Scale development and empirical demonstration. International Journal of Research in Marketing, 35(1). https://doi.org/10.1016/j.ijresmar.2017.11.003 Pavel, C. (2015). Concept store – The best way of creating a ‘more engaging’ shopping experience for consumers and a memorable identity for store. Quality - Access to Success, 16. Shoenberger, H., Kim, E. A. N. N. A., & Johnson, E. K. (2020). #beingreal about instagram ad models: The effects of perceived authenticity how image modification of female body size alters advertising attitude and buying intention. Journal of Advertising Research, 60(2). https://doi.org/10.2501/JAR-2019-035 Tsuroka, D. (2014). eBay Kept Expanding After First-Mover Auction Lead. Investors Business Daily. CHAPTER 11 “creating brand and equity” Febrio Akmil Arizona (202210160311329) Rangga Dhani D. (202210160311253) Dina Oktavia (202210160311242) "Mastering the Art of Pricing and Sales Promotions: Strategies for Success" INTRODUCTION: comprehensive guide that delves into the intricacies of pricing and sales promotions in today's competitive business landscape(Tüselmann et al., 2016). In a world where consumers are more price-conscious than ever, and businesses continually seek innovative ways to boost

w 64 sales, this book is a valuable resource for professionals, entrepreneurs, and anyone looking to sharpen their skills in pricing and promotions(O’Sullivan, 2021). The book begins by offering an in-depth exploration of the foundations of pricing, highlighting the key factors that influence pricing decisions(T. J. Chen et al., 2022). Readers will gain a deep understanding of cost structures, market dynamics, and consumer behavior, enabling them to make informed pricing choices that drive profitability(Pachpore et al., 2023). Moving beyond pricing fundamentals, this book provides insights into the art of crafting effective sales promotions(Green, 2021). From understanding the psychology of promotions to selecting the right incentives and channels, it equips readers with the knowledge to design promotions that resonate with their target audience(Chirakranont & Sakdiyakorn, 2022). Case studies and real-world examples illustrate successful promotion strategies, offering practical takeaways for implementation(Boelsen-Robinson et al., 2021). Moreover, "Mastering the Art of Pricing and Sales Promotions" incorporates the latest industry trends and digital marketing techniques, ensuring that readers remain up to date with the rapidly evolving business landscape(Low et al., 2020). Whether you're a seasoned marketing professional or a newcomer to the field, this book will empower you with the tools and strategies needed to boost sales, optimize pricing, and stay ahead of the competition(Axsen & Wolinetz, 2018). As a culmination of expert insights, practical advice, and a wealth of real-world examples, this book is your roadmap to achieving pricing and promotion mastery(Vrontis et al., 2023). It unlocks the secrets of success in the art of pricing and promotions, providing readers with a competitive edge in today's dynamic business environment(Vrontis et al., 2023). Whether you're looking to enhance your career, grow your business, or simply become a more informed consumer, "Mastering the Art of Pricing and Sales Promotions: Strategies for Success" is an indispensable resource(Morgan et al., 2006). LITERATURE REVIEW AND DISCUSSION: 1. Describe the role that pricing plays in marketing management

w 65 Pricing is a critical component in marketing management, as it directly influences a company's profitability, market positioning, and overall success(Velayati et al., 2021). It serves as a powerful tool to communicate value to customers and differentiate a product or service in a crowded marketplace(Ellitan, 2022). Effective pricing strategies can help a company achieve its business objectives, whether it's maximizing revenue, gaining market share, or building brand loyalty(Feurer et al., 2019). Marketing managers must carefully consider pricing decisions, taking into account various factors, such as costs, competitor pricing, customer demand, and perceived value(Husain et al., 2022). A well-crafted pricing strategy aligns with the broader marketing goals and ensures a company remains competitive and responsive to market dynamics(Yankovoi et al., 2023).Pricing is a fundamental element of a company's marketing strategy(Kalyanaram et al., 2022). It helps define the positioning of a product or service in the market(Elmianvari, 2019). For instance, premium pricing communicates high quality and exclusivity, while competitive pricing signals affordability(Deconstructing Canada’s Housing Markets: Finance, Affordability and Urban Sprawl, 2014). Marketing managers use pricing to align their products or services with the intended target audience and to differentiate them from competitors(Richardson, 2019). 2. Identify the key psychological factors that influence how consumers perceive prices The psychology of pricing is a fascinating area of consumer behavior(Aljifri, 2023). Understanding the key psychological factors that influence how consumers perceive prices is crucial for effective marketing management(Castiglione et al., 2022). Elements like pricing thresholds, price anchoring, and price-quality perception play a significant role in shaping consumers' buying decisions(Mehta, 2021). For example, consumers often associate higher prices with superior quality, can make a product appear more affordable(Datta, 2023). These insights into consumer psychology are valuable for marketing managers to craft pricing strategies that resonate with their target audience and drive purchasing decisions(Fischer & Guzel, 2023). Consumers assess prices in relation to the perceived value of a product or service(Maesano et al., 2020). If they believe that a product offers substantial benefits, they may be more willing to pay a higher price(Krovi et al., 2021). Marketing strategies should focus on communicating and enhancing the perceived value of the offering through branding, quality, features, and customer reviews(Alamäki & Korpela, 2021). 3. Explain the factors that a manager must consider when setting prices

w 66 Setting prices, managers must consider a multitude of factors to strike the right balance between profit margins and customer satisfaction(IBM Staff, 2023). This includes evaluating production and operating costs, analyzing the competitive landscape, assessing market demand and elasticity, and understanding customer preferences(Kim et al., 2022). Additionally, factors like pricing strategies (e.g., skimming or penetration pricing), legal and ethical considerations, and the product's life cycle stage all come into play(Horvat & Ozretić Došen, 2013). Effective pricing requires a holistic approach that aligns with the company's overall business objectives and market conditions(Riva & Barry, 2019). Understanding the cost structure is fundamental(Wang et al., 2021). A manager needs to factor in the production, labor, material, and overhead costs associated with a product or service. Pricing should cover these costs while allowing for a reasonable profit margin(Hirpa Tufa et al., 2022). 4. Discuss how to respond to competitive prices cuts Responding to competitive price cuts is a crucial aspect of marketing management, especially in dynamic markets(Mennini et al., 2016). When competitors lower their prices, managers must assess the impact on their market share, profit margins, and customer perceptions(W. Chen et al., 2023). Strategies may involve matching the competitor's price, differentiating the product or service, or emphasizing other value propositions, such as superior quality, features, or customer service(Nalca et al., 2013). Effective responses to price cuts can help a company maintain its competitive edge and customer loyalty while protecting profitability(Ashraf et al., 2018). 5. Explain how to design and manage incentives Designing and managing incentives is an essential part of marketing management to encourage customer behavior(Cai et al., 2022). Incentives can take various forms, from discounts and rebates to loyalty programs and referral rewards(Opacki, 2023). Effective incentive programs should be designed to align with specific marketing objectives, whether it's driving sales, increasing customer retention, or expanding market reach(Shahzad et al., 2023). Marketing managers must carefully consider the target audience, the perceived value of incentives, and the cost-effectiveness of incentive programs to ensure they deliver the desired results while maintaining a healthy return on investment(Khan et al., 2019). Welldesigned incentives can motivate customers to take specific actions that benefit the company and create lasting brand loyalty(Burchman & Jones, 2019).

w 67 CONCLUSION In conclusion, "Mastering the Art of Pricing and Sales Promotions: Strategies for Success" is a valuable resource that delves into the intricacies of pricing and sales promotions in today's competitive business landscape. It emphasizes the pivotal role of pricing in marketing management, providing insights into the factors that influence pricing decisions, such as costs, competitor pricing, and customer demand. Understanding the psychological factors that influence consumer perceptions of prices is also highlighted, aiding marketing managers in crafting effective pricing strategies that resonate with their target audience. The book acknowledges the multifaceted considerations that managers must weigh when setting prices, from cost structures to pricing strategies, legal and ethical considerations, and product life cycle stages. It equips readers with the knowledge to respond adeptly to competitive price cuts, offering strategies for maintaining market share and customer loyalty. Additionally, the book delves into the design and management of incentives, emphasizing their importance in motivating desired customer behavior and building brand loyalty. With a focus on the latest industry trends and digital marketing techniques, this comprehensive guide ensures that readers remain up to date in a rapidly evolving business landscape. Whether you're an experienced marketing professional or a newcomer to the field, "Mastering the Art of Pricing and Sales Promotions" provides the tools and strategies needed to boost sales, optimize pricing, and stay competitive. It serves as a roadmap to pricing and promotion mastery, unlocking the secrets of success in today's dynamic business environment, making it an indispensable resource for career enhancement, business growth, or becoming a more informed consumer. "Mastering the Art of Pricing and Sales Promotions: Strategies for Success" is more than just a book; it's a comprehensive guide that offers a deep dive into the world of pricing and sales promotions, making it an invaluable asset for professionals, entrepreneurs, and anyone seeking to enhance their skills in these critical areas. The book's exploration of pricing goes beyond mere numbers; it unveils the intricate dance between costs, competitor strategies, and market dynamics. By delving into these

w 68 fundamentals, it equips readers with the ability to make informed pricing decisions that lead to increased profitability and a competitive edge in the marketplace. Moreover, this guide recognizes the power of psychological factors in shaping consumer perceptions of prices. By understanding how consumers interpret price points, marketing managers can fine-tune their strategies to resonate with the target audience. The book provides insights into techniques such as price anchoring and the interplay between price and perceived quality, enhancing a manager's ability to craft effective pricing strategies. In addition to pricing, the book addresses the multifaceted considerations managers must keep in mind when setting prices. It provides a holistic approach, covering everything from production costs and market demand to ethical considerations. This well-rounded perspective ensures that pricing strategies are not only profitable but also align with the company's broader objectives. The book also delves into the art of responding to competitive price cuts, a crucial skill in today's fast-paced business environment. Readers gain insights into how to protect market share, profitability, and customer loyalty when faced with aggressive pricing moves from competitors. Lastly, "Mastering the Art of Pricing and Sales Promotions" devotes attention to the design and management of incentives. Incentives are a powerful tool for motivating customer behavior, and the book offers guidance on designing effective incentive programs that align with marketing objectives and provide a favorable return on investment. With a focus on the latest industry trends and digital marketing techniques, this guide ensures that readers remain at the forefront of the ever-evolving business landscape. Whether you're an experienced marketing professional seeking to enhance your career, an entrepreneur looking to grow your business, or even an everyday consumer striving to make more informed purchasing decisions, this book serves as an indispensable resource. It truly is your roadmap to mastering the art of pricing and sales promotions, providing you with a competitive edge and the secrets to success in today's dynamic business environment. DAFTAR PUSTAKA

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w 74 PART 5 CHAPTER 12 Managing Marketing Communications Ilvin Aulia Putri (202210160311308); Siti Alfiyatur Rohmania (202210160311330) Effective Strategies From Managing Marketing Communication BACKGROUND The effective strategy in managing marketing communication is crucial in facing dynamic changes in the way companies interact with consumers and the increasingly fierce business competition (Besana & Esposito, 2021). The first factor to consider is the development of media and technology (Munz & Doluschitz, 2021). Advances in technology and shifts in media platforms have transformed the way consumers interact with brands (Marrone & Testa, 2022). Therefore, companies must consider digital marketing, social media, and relevant content to remain relevant and effective in communicating with their audience (López Muniesa & García Giménez, 2020) . The increasingly intense competition in the market demands companies to become more creative in distinguishing themselves (Pasaribu et al., 2023). In a competitive business environment, effective communication strategies are the key to setting a brand apart from competitors and winning consumer trust (Berestetska et al., 2023). In this context, changes in consumer preferences become an important factor to consider, as these preferences can change over time (Yevseitseva et al., 2022). Companies need to have flexibility in their communication strategies to remain relevant and appealing to consumers (Butkouskaya et al., 2023). The focus on customer satisfaction is increasing consumers expect more personal engagement and relevant communication from brands. (Khawaja et al., 2021). Therefore, companies must better understand the needs and desires of their consumers and deliver messages that are appropriate and appealing (Firmansyah & Lukmandono, 2020). Businesses often operate at a global level, and effective communication strategies must take into account cultural and linguistic diversity to reach international markets (“The Glocal Marketing Strategies of Global Brands: Coca-Cola and McDonald’s,” 2022). Changes in marketing regulations can also have a significant impact on communication strategies (Chirwa & Boikanyo, 2022). All these factors reflect that effective marketing communication strategies are crucial in facing continuous changes in the business environment (Geada & Anunciação, 2021). Companies need to identify their target audience craft appropriate messages, choose the right communication channels, and continuously monitor and evaluate the results of their campaigns to achieve their marketing goals (Chen, 2023). LITERATURE REVIEW AND DISCUSSION

w 75 1. The role of marketing communications Marketing communications serve as the cornerstone of business success, orchestrating the dissemination of information, fostering brand recognition, and influencing customer perceptions. This multifaceted role encompasses activities such as advertising, public relations, content marketing, and social media engagement. By crafting targeted messages that resonate with diverse consumer segments, marketing communications ensure that products and services reach their intended audiences. Consistency in messaging and image across various channels is paramount for building trust and brand recognition. As such, businesses must adapt to everchanging consumer behaviors and market trends to remain relevant in this dynamic landscape. (Rathod, 2023) Effective marketing communications extend beyond one-way promotion; they encourage twoway engagement, fostering relationships with customers. Building loyalty and trust are vital components of this relationship-building process. To gauge the success of these efforts, measurement and evaluation metrics like return on investment, click-through rates, and conversion rates are essential. Simultaneously, marketing communications professionals must navigate legal and ethical considerations, ensuring that their strategies adhere to industry regulations and ethical standards, protecting both their reputation and their customers' privacy (Stegmann et al., 2023). In the age of digital transformation, marketing communications must leverage various channels to connect with their target audience effectively. This includes creating engaging content, conducting comprehensive market research, and being adaptable to emerging technologies and trends. Moreover, the ability to manage crises, especially in today's information-saturated environment, is a critical aspect of this field. Marketing communications play a pivotal role in steering businesses towards growth, reputation management, and fostering enduring customer relationships, making it an indispensable aspect of the contemporary business landscape (Savitha et al., 2023). 2. Define meaningful communication objectives Meaningful communication objectives are the essential benchmarks an organization establishes to guide its communication strategies. These objectives are more than just generic statements; they are specific, measurable, and tied to the organization's broader goals. By setting these clear and realistic objectives, organizations can navigate their communication efforts with purpose and precision, ensuring that their messages and campaigns serve a defined purpose (Lubold et al., 2021). The significance of meaningful communication objectives lies in their ability to provide a framework for evaluating the success of communication initiatives. They serve as the yardstick against which the effectiveness of a campaign or strategy can be measured. These objectives can encompass a wide range of outcomes, including enhancing brand awareness, increasing

w 76 customer engagement, driving sales, improving public perception, or achieving other pertinent communication-related goals. By defining these objectives, organizations can align their communication efforts with their overarching business objectives and track their progress effectively (Dueñas & Carmona, 2021). Moreover, meaningful communication objectives are a cornerstone of strategic communication planning. They help organizations clarify what they aim to achieve and enable them to tailor their messages and tactics accordingly. This strategic approach ensures that communication resources are utilized efficiently, resulting in more impactful and purpose-driven campaigns. In essence, meaningful communication objectives are a fundamental element in the arsenal of organizations looking to communicate effectively and achieve desired outcomes (Wong et al., 2022) 3. How a company should identify target costumers and craft the communication message Identifying target customers and crafting compelling communication messages are pivotal aspects of a company's marketing strategy. It all begins with comprehensive market research, a process that involves delving deep into customer demographics, psychographics, and behavior. Through this research, companies can create customer profiles that serve as the foundation for understanding who their ideal customers are, where they can be found, what their specific needs are, and what resonates with them. This information is instrumental in forming a solid basis for developing effective communication strategies (Koehler, 2022). Segmentation is the next crucial step, as it allows companies to group customers with similar characteristics into segments. By categorizing their audience, companies can tailor messages and offers to suit the specific needs and preferences of each group. For example, a clothing retailer might create different messages and marketing strategies for fashion-conscious millennials, working professionals, and parents, acknowledging that each group has distinct interests and requirements (Dhakal, 2023). Crafting the message involves translating this deep understanding of target customer segments into compelling and personalized content. The message should be clear, concise, and emotionally resonant, addressing how the company's product or service provides solutions or value to the unique problems and needs of the intended audience. The effectiveness of this process hinges on a clear value proposition that communicates what sets the company apart from its competitors and how it directly addresses the pain points of the target customers. By implementing these strategies, companies can build stronger connections with their customers and drive more successful marketing campaigns (Rajani et al., 2022). 4. How a company should decide on the communication media mix and delevoped a media plan

w 77 Deciding on the communication media mix and developing a comprehensive media plan are pivotal steps in a company's marketing strategy. It all begins with a deep understanding of the target audience. Analyzing their demographics, behaviors, and preferences helps in determining the most effective media channels for reaching and engaging this specific group. The selection of media is also heavily influenced by clear communication objectives – whether the aim is to build brand awareness, drive sales, or educate customers. The allocated marketing budget plays a vital role in shaping the media mix, with different channels carrying varying costs and reach capabilities. The chosen media should align with the company's objectives, audience, and available resources (Dzyana & Dzyanyy, 2021). Once the media channels are identified, the next steps involve crafting a consistent message, negotiating ad space or time, and closely monitoring the performance of the media plan. Regular analysis of key performance indicators allows for adjustments and optimization to ensure the plan remains effective. Additionally, companies should consider integrating different media channels for a cohesive marketing campaign, which can enhance the overall impact. Ultimately, a well-structured media plan provides a roadmap for successful communication and helps companies adapt to the ever-evolving media landscape (Jin et al., 2023). 5. The creative strategis involved in deleoping uneffective communication campaign Developing an effective communication campaign involves a multifaceted approach, with several creative strategies at its core. The first critical step is gaining a deep understanding of the target audience. This means delving into their demographics, behaviors, and preferences to create a campaign that resonates with their unique needs and desires. Once this audience insight is in place, the campaign can craft a clear, compelling message. This message should be concise, emotionally resonant, and easy to recall (Olano O’Brien et al., 2022). The campaign's creative concept is the next crucial element. It must captivate the audience's attention and be aligned with the message's tone and intent. Visual appeal is equally important, utilizing striking graphics, images, or videos that not only attract but also reinforce the core message. Furthermore, tapping into emotions forms a strong connection with the audience, be it through humor, empathy, or inspiration. Consistency in the campaign's creative elements across various media channels is vital for brand recognition and message cohesion (Barrett et al., 2021). Interactivity through contests, quizzes, or user-generated content boosts audience engagement and investment in the campaign. Rigorous testing and feedback collection, followed by continuous adaptation based on performance data, ensure the campaign remains effective and attuned to shifting trends and consumer behavior. Overall, a successful communication campaign weaves these creative strategies together, resulting in a memorable, emotionally engaging, and audience-centric campaign that drives the desired action (Wang et al., 2023).

w 78 6. Identify actionable metrics for measuring communication effectiveness. Evaluating the efficacy of communication endeavors is imperative for any organization in understanding the consequences of their messaging and tactics. To pinpoint measurable indicators for this purpose, it is vital to take into account various facets of the communication process (Anh et al., 2023). Evaluating the metrics concerning message delivery plays a foundational role in ascertaining the degree to which your messages successfully reach the intended recipients. In the realm of digital communication, monitoring metrics like the open and click-through rates in email campaigns can offer valuable insights into email engagement. In the context of social media, metrics pertaining to reach and impressions aid in assessing the degree to which your content is exposed to your target audience. Moreover, the scrutiny of delivery and bounce rates can unveil the precision and quality of your contact list (Truong et al., 2021). Metrics related to audience engagement cast light on the effectiveness of your messages in resonating with the intended audience. Indicators such as likes, shares, comments, and clicks on social media platforms serve as indicators of the level of engagement and interest elicited by your content. In the realm of website and content marketing, the analysis of the duration visitors spend on your webpages offers insights into the level of their engagement and interest (Buntain et al., 2023). The metrics pertaining to conversion and customer feedback serve as instruments for appraising the influence of communication on desired actions and customer satisfaction. The tracking of conversion rates, sales revenue generated, and leads acquired provides direct insights into the business impact of communication efforts. The collection of customer feedback through surveys and the application of the Net Promoter Score (NPS) can unveil qualitative information regarding customer sentiment and loyalty (Birch-Jensen et al., 2020). By discerning and closely observing these measurable indicators, organizations can acquire a comprehensive perspective on the effectiveness of their communication and subsequently make data-driven decisions to enhance their strategies and results. When communication effectiveness is assessed accurately, it has the potential to lead to more precise and impactful messaging, ultimately benefiting both the organization and its audience (Minwuyelet & Manaye, 2022). CONCLUSION Marketing communications serve as the cornerstone of business success, orchestrating the dissemination of information, fostering brand recognition, and influencing customer perceptions. This multifaceted role encompasses activities such as advertising, public relations, content marketing, and social media engagement. By crafting targeted messages that resonate with diverse consumer segments, marketing communications ensure that products and services

w 79 reach their intended audiences. Consistency in messaging and image across various channels is paramount for building trust and brand recognition. As such, businesses must adapt to everchanging consumer behaviors and market trends to remain relevant in this dynamic landscape. Effective marketing communications extend beyond one-way promotion; they encourage twoway engagement, fostering relationships with customers. Building loyalty and trust are vital components of this relationship-building process. To gauge the success of these efforts, measurement and evaluation metrics like return on investment, click-through rates, and conversion rates are essential. Simultaneously, marketing communications professionals must navigate legal and ethical considerations, ensuring that their strategies adhere to industry regulations and ethical standards, protecting both their reputation and their customers' privacy. In the age of digital transformation, marketing communications must leverage various channels to connect with their target audience effectively. This includes creating engaging content, conducting comprehensive market research, and being adaptable to emerging technologies and trends. Moreover, the ability to manage crises, especially in today's information-saturated environment, is a critical aspect of this field. Marketing communications play a pivotal role in steering businesses towards growth, reputation management, and fostering enduring customer relationships, making it an indispensable aspect of the contemporary business landscape. REFERENCES Anh, N. Q., Sang, T. M., & Pham, D. P. T. (2023). Promoting customer loyalty through e-marketing communication at commercial banks. Nurture, 17(3). https://doi.org/10.55951/NURTURE.V17I3.340 Barrett, M. S., Creech, A., & Zhukov, K. (2021). Creative Collaboration and Collaborative Creativity: A Systematic Literature Review. In Frontiers in Psychology (Vol. 12). https://doi.org/10.3389/fpsyg.2021.713445 Berestetska, O., Iankovets, T., Orozonova, A., Voitovych, S., Parmanasova, A., & Medvedieva, K. (2023). USING CRM SYSTEMS FOR THE DEVELOPMENT AND IMPLEMENTATION OF COMMUNICATION STRATEGIES FOR DIGITAL BRAND MANAGEMENT AND INTERNET MARKETING: EU EXPERIENCE. International Journal of Professional Business Review, 8(4). https://doi.org/10.26668/businessreview/2023.v8i4.1613 Besana, A., & Esposito, A. (2021). Neither star nor starving! Economics and marketing of the artist-endowed foundation. Creative Industries Journal, 14(3). https://doi.org/10.1080/17510694.2020.1860620

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w 81 Khawaja, L., Ali, A. A., & Mostapha, N. (2021). The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty. Management Science Letters. https://doi.org/10.5267/j.msl.2020.10.030 Koehler, D. (2022). When branding turns toxic: a theoretical framework for modern extreme-right brand networks. Behavioral Sciences of Terrorism and Political Aggression. https://doi.org/10.1080/19434472.2022.2053561 López Muniesa, R., & García Giménez, C. (2020). THE IMPORTANCE OF THE LOYALTY OF FASHION BRANDS THROUGH DIGITAL MARKETING. Journal of Spatial and Organizational Dynamics, VIII(3). Lubold, N., Willi, M. M., Borrie, S. A., Barrett, T. S., & Berisha, V. (2021). Healthy communication partners modify their speech when conversing with individuals with Parkinson’s disease. Journal of Speech, Language, and Hearing Research, 64(5). https://doi.org/10.1044/2021_JSLHR-20-00233 Marrone, T., & Testa, P. (2022). Brand algorithms and social engagement in digital era. The Human Side of Service Engineering, 62. https://doi.org/10.54941/ahfe1002562 Minwuyelet, *, & Manaye, D. (2022). Practice and challenges of integrated marketing communications: in the case of Ethiopian Airlines. Global Scientific Journals, 10(3). Munz, J., & Doluschitz, R. (2021). Status quo of the adoption of digital technologies in agricultural retail and trade cooperatives - possibilities of a digital differentiation strategy. In Berichte uber Landwirtschaft (Vol. 99, Issue 2). https://doi.org/10.12767/buel.v99i2.335 Olano O’Brien, G. M., Saint-Jean, E., Al-Rabadi, J., & Tarek, K. (2022). Effective science communication strategies to promote space science via social media. Proceedings of the International Astronautical Congress, IAC, 2022-September. Pasaribu, R. D., Shalsabila, D., & Djatmiko, T. (2023). Revamping business strategy using Business Model Canvas (BMC), SWOT analysis, and TOWS matrix. Heritage and Sustainable Development, 5(1). https://doi.org/10.37868/hsd.v5i1.125 Rajani, R. L., Heggde, G. S., & Kumar, R. (2022). Services Redesign Strategies for Demand and Capacity Management and Impact on Company Performance. Vision. https://doi.org/10.1177/09722629221107238 Rathod, V. H. (2023). MARKETING INTELLIGENCE REDEFINED: LEVERAGING THE POWER OF AI FOR SMARTER BUSINESS GROWTH. Towards Excellence. https://doi.org/10.37867/te150239

w 82 Savitha, R., Phil, M., Com, M., Roopa, P., Mba, J., Mba, K. A., & Semester, R. (2023). A Study on Effect of Content Marketing on Customer Engagement with Respect To NIKE. In Journal of Survey in Fisheries Sciences (Vol. 10, Issue 4S). Stegmann, P., Matyas, D., & Ströbel, T. (2023). Hype or opportunity? Tokenization as engagement platform in sport marketing. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-08-2022-0157 The Glocal Marketing Strategies of Global Brands: Coca-Cola and McDonald’s. (2022). Journal of International Business and Management. https://doi.org/10.37227/jibm2022-06-5414 Truong, V. D., Dong, X. D., Saunders, S. G., Pham, Q., Nguyen, H., & Tran, N. A. (2021). Measuring, evaluating, and documenting social marketing impact. In Journal of Social Marketing (Vol. 11, Issue 3). https://doi.org/10.1108/JSOCM-11-2020-0224 Wang, D., Balapal, N., Ankem, A., Shyamsundar, S., Balaji, A., Kannikal, J., Bruno, M., He, S., & Chong, P. (2023). Primary Perspectives in Meme Utilization as a Digital Driver for Medical Community Engagement and Education Mobilization: Pre-Post Study. JMIR Human Factors, 10. https://doi.org/10.2196/40244 Wong, S. P., Soh, S. B., & Wong, M. L. L. (2022). Intercultural mentoring among university students: The importance of meaningful communication. International Journal of Intercultural Relations, 91. https://doi.org/10.1016/j.ijintrel.2022.08.008 Yevseitseva, O., Liulchak, Z., Semenda, O., Järvis, M., & Ponomarenko, I. (2022). DIGITAL-MARKETING AS A MODERN TOOL FOR PROMOTION OF GOODS AND SERVICES IN SOCIAL NETWORKS. Financial and Credit Activity: Problems of Theory and Practice, 1(42). https://doi.org/10.55643/fcaptp.1.42.2022.3723 PART 7 CHAPTER 17 Driving Growth in Competitive Markets

w 83 The Role of Micro, Small and Medium Enterprises (MSMEs) in Encouraging Competitive Markets Azkiya Nur Safitri (202210160311306); Arta Septi Affandi (202210160311314); Nova Virgina Hesty A. (202210160311340) Fakultas Ekonomi & Bisnis Universitas Muhammadiyah Malang Program Studi Manajemen 3F Micro, Small, and Medium Enterprises (MSMEs) constitute a critical segment of economies worldwide, significantly influencing the dynamics of competitive markets(Enaifoghe and Vezi-magigaba 2023). The discussion on their role in fostering competitiveness is of paramount importance for several reasons(Hasanah and Arsyadmunir 2022). Firstly, MSMEs make substantial contributions to economic growth, often constituting a substantial portion of a nation's business landscape(Gade 2018). Their nimbleness, agility, and capacity to adapt to evolving market conditions make them catalysts of innovation, thereby injecting competition and disrupting established markets(Jafari-Sadeghi et al. 2022). They are noteworthy sources of employment, especially in emerging economies, playing a pivotal role in job creation and addressing unemployment concerns (Ayalu, Gebrekidan, and Hossein 2023). Additionally, MSMEs contribute to inclusive growth by fostering entrepreneurship and self-reliance within communities(Salamatu 2023). Their diverse supply chains enhance market competitiveness, fostering quality, affordability, and customer service, which ultimately benefits consumers(Silitonga, Setiawati, and Indriati 2023). Furthermore, the geographic dispersion of MSMEs supports regional development, helping to bridge economic disparities across different areas (Glückler 2020). However, these enterprises often grapple with issues like limited access to financing, regulatory complexities, and management challenges, which can hamper their competitiveness(Maksum, Sri Rahayu, and Kusumawardhani 2020). Therefore, an in-depth exploration of the role of MSMEs in encouraging competitive markets is essential for policymakers and researchers(Achtenhagen, Ekberg, and Melander 2017). By recognizing the unique challenges and opportunities that MSMEs present, governments and stakeholders can craft effective strategies and policies that promote their growth and competitiveness, ultimately leading to more vibrant, resilient, and competitive markets, both locally and globally(Prasanna et al. 2019). Learning Objectives 1. Summarize how a company assesses its growth opportunities Assessing a company's growth opportunities is a crucial process that involves market analysis, competition, SWOT evaluation, product and service innovation, and a focus on customer satisfaction(Kitsios and Grigoroudis 2020). Companies must understand market size,

w 84 trends, and customer needs to identify promising market segments(Schlager and Christen 2021). Understanding competitors helps find more effective ways to compete(Pietersen 2001). SWOT analysis aids in formulating strategies by leveraging strengths and opportunities while addressing weaknesses and threats(Thalita, Diva, and Mohammad 2023). Product and service innovation and strategic planning are key to achieving sustainable growth(Teixeira and Canciglieri Junior 2019). With this approach, companies can identify relevant growth opportunities and steer their business strategies in the right direction(Hristov and Chirico 2019). 2. Explain how a company gains market position Positioning in the market is the strategic effort of a company to establish a unique and distinctive place in the minds of customers and within the competitive landscape(Bahcecik, Akay, and Akdemir 2019). This involves the differentiation of a company's products or services to make them more appealing or perceived as higher in value than those of competitors. Companies can achieve this through several means: by thoroughly analyzing the market and customer base, by offering differentiated products or services with unique features, by building a strong brand image, by implementing competitive pricing strategies, by segmenting the market effectively, by executing effective marketing and promotional campaigns, by delivering exceptional customer service, by maintaining a commitment to continuous innovation, and by consistently evaluating and adapting their position as needed(Pratama, Dewi, and Artini 2021). Successful market positioning requires ongoing dedication to understanding customer needs and industry dynamics while delivering consistent value(Hofstätter and Stummer 2019). 3. Summarize the strategies a company can use to defend its market position To maintain market position, companies can employ various strategies such as continuous innovation, enhanced differentiation, strong branding, exceptional customer service, and customer relationship development(Badar 2021). Market penetration, operational efficiency, social and environmental responsibility, collaboration and alliances, and continuous evaluation and adaptation are also vital. Effective strategies vary based on the industry, market, and business environment, so companies must carefully tailor their approach to their specific needs and goals(Pina et al. 2022). 4. Discuss the key product-cycle marketing strategies Marketing strategies within the primary product life cycle encompass different approaches at each stage of a product's lifecycle in the market(Njonjo et al. 2022). There are five main stages in the product life cycle: Introduction, Growth, Maturity, Saturation, and Decline(Audretsch, Sanders, and Zhang 2021). The Introduction stage focuses on introducing a new product to the market, emphasizing awareness and consumer education(Gok and Ulu 2019). The Growth

w 85 stage shifts the focus to increasing market share and profitability(Malesev and Cherry 2021). Maturity aims to maintain existing market share and maximize profits, involving product differentiation and customer retention strategies(Ho and Chow 2023). Saturation involves maintaining market share amidst slowing growth, targeting specific market segments, and optimizing distribution(Hariharan, Talukdar, and Kwon 2015). The Decline stage focuses on maximizing profits as the product approaches the end of its production cycle, often involving price reductions and cost minimization(Hariharan, Talukdar, and Kwon 2015). It's essential to recognize the product's stage and adapt marketing strategies accordingly, continually analyzing and responding to changes within the product life cycle to achieve sustained success(Guo et al. 2020). Conclusion Companies assess their growth opportunities by analyzing market trends, competition, and conducting SWOT evaluations. Understanding customer needs and focusing on product innovation are crucial for sustainable growth. Market positioning involves differentiation, strong branding, effective marketing, and continuous adaptation to customer needs. To defend market position, companies can employ strategies like continuous innovation, strong branding, and collaboration. Product-cycle marketing strategies vary across stages: Introduction (awareness), Growth (market share), Maturity (differentiation, retention), Saturation (segmentation, optimization), and Decline (profit maximization, cost minimization). Adapting strategies based on the product's lifecycle stage is essential for sustained success. Bibliography Achtenhagen, Leona, Sara Ekberg, and Anders Melander. 2017. “Fostering Growth through Business Development: Core Activities and Challenges for Micro-Firm Entrepreneurs.” Journal of Management and Organization 23(2): 167–85. Audretsch, David, Mark Sanders, and Lu Zhang. 2021. “International Product Life Cycles, Trade and Development Stages.” Journal of Technology Transfer 46(5): 1630–73. Ayalu, Getachew, Aradom Gebrekidan, and Abbay Hossein. 2023. “The Role of Micro ‑ and Small ‑ Scale Enterprises in Enhancing Sustainable Community Livelihood : Tigray , Ethiopia.” Environment, Development and Sustainability 25(8): 7561–84. https://doi.org/10.1007/s10668-022-02359-7. Badar, Manggala Muhammad. 2021. “The Effect of Brand Image on Product Purchase Intention with Customer Satisfaction as A Mediation Variable (Study of Semen Gresik Consumer in East Java).” Jurnal Ilmiah Mahasiswa FEB UB 3(2). Bahcecik, Yagmur Sacide, Senem Seda Akay, and Ali Akdemir. 2019. “A Review of Digital Brand Positioning Strategies of Internet Entrepreneurship in the Context of

w 86 Virtual Organizations: Facebook, Instagram and Youtube Samples.” Procedia Computer Science 158: 513–22. https://doi.org/10.1016/j.procs.2019.09.083. Enaifoghe, Andrew, and Makhosazana F Vezi-magigaba. 2023. “Enhancing the Role and Contributions of Small and Medium Enterprises ( SMEs ) in a Globalized and Innovative Economy : Challenges and Opportunities.” (May): 1–14. Gade, Surendar. 2018. “MSMEs ’ Role in Economic Growth – a Study on India ’ s Perspective.” International Journal of Pure and Applied Mathematics 118(18): 1727–41. Glückler, Johannes. 2020. “Institutional Context and Place-Based Policy : The Case of Coventry & Warwickshire.” (June 2019): 234–55. Gok, Ilkay, and Efe Kaan Ulu. 2019. “Functional Foods in Turkey: Marketing, Consumer Awareness and Regulatory Aspects.” Nutrition and Food Science 49(4): 668–86. Guo, Ziyue et al. 2020. “Applications of Virtual Reality in Maintenance during the Industrial Product Lifecycle: A Systematic Review.” Journal of Manufacturing Systems 56(August): 525–38. Hariharan, Vijay Ganesh, Debabrata Talukdar, and Changhyun Kwon. 2015. “Optimal Targeting of Advertisement for New Products with Multiple Consumer Segments.” International Journal of Research in Marketing 32(3). Hasanah, Uswatun, and Ahmad Arsyadmunir. 2022. “Empowerment of Micro, Small, and Medium Enterprise by Local Government to Improve Competitiveness (Study in Pamekasan Regency, Madura).” SHS Web of Conferences 149. Ho, Shirie Pui Shan, and Matthew Yau Choi Chow. 2023. “The Role of Artificial Intelligence in Consumers’ Brand Preference for Retail Banks in Hong Kong.” Journal of Financial Services Marketing. Hofstätter, Manfred, and Harald Stummer. 2019. “Regular Customer Management in Pharmacy Marketing in Times of Progressive Market Liberalization - Influencing Factors Using the Example of Austria.” Gesundheitsokonomie und Qualitatsmanagement 24(1). Hristov, Ivo, and Antonio Chirico. 2019. “The Role of Sustainability Key Performance Indicators (KPIs) in Implementing Sustainable Strategies.” Sustainability (Switzerland) 11(20). Jafari-Sadeghi, Vahid, Hannan Amoozad Mahdiraji, Donatella Busso, and Dorra Yahiaoui. 2022. “Towards Agility in International High-Tech SMEs: Exploring Key Drivers and Main Outcomes of Dynamic Capabilities.” Technological Forecasting and Social Change 174: 1–34.

w 87 Kitsios, Fotis C., and Evangelos Grigoroudis. 2020. “Evaluating Service Innovation and Business Performance in Tourism: A Multicriteria Decision Analysis Approach.” Management Decision 58(11): 2429–53. Maksum, Irfan Ridwan, Amy Yayuk Sri Rahayu, and Dhian Kusumawardhani. 2020. “A Social Enterprise Approach to Empowering Micro, Small and Medium Enterprises (SMEs) in Indonesia.” Journal of Open Innovation: Technology, Market, and Complexity 6(3). Malesev, Simon, and Michael Cherry. 2021. “Digital and Social Media MarketingGrowing Market Share for Construction Smes.” Construction Economics and Building 21(1): 65–82. Njonjo, Ann, Winnie Njeru, Francis Kibera, and Joseph Owino. 2022. “Marketing Strategies, Industry Competition and Export Performance of Fresh Produce Firms in Kenya.” Journal of Marketing Strategies 4(1). Pietersen, William G. 2001. “Strategic Learning: A Leadership Process for Creating and Implementing Breakthrough Strategies.” Strategic Learning. Pina, Verónica Miró et al. 2022. “The Role of Connectivity on COVID-19 Preventive Approaches.” PLoS ONE 17(9 September). Prasanna, R. P.I.R. et al. 2019. “Sustainability of SMEs in the Competition: A Systemic Review on Technological Challenges and SME Performance.” Journal of Open Innovation: Technology, Market, and Complexity 5(4): 1–18. Pratama, I Putu Agi, Ratna Komala Dewi, and Ni Putu Artini. 2021. “MAPPING THE CONSUMERS COFFEE POWDER MANGSI COFFEE BASED ON SEGMENTING, TARGETING, AND POSITIONING IN DENPASAR CITY.” Agrisocionomics: Jurnal Sosial Ekonomi Pertanian 5(1). Salamatu, Ali. 2023. “ASSESSMENT OF ENTREPRENEURSHIP EDUCATION AS A TOOL FOR SELFRELIANCE IN ADAMAWA STATE TERTIARY INSTITUTIONS, NIGERIA.” Nigerian Journal of Management Sciences 24(1): 110–16. Schlager, Tobias, and Markus Christen. 2021. “Market Segmentation.” Handbook of Market Research: 939–67. Silitonga, Roland Y H, Marla Setiawati, and Ellen Indriati. 2023. “Leveraging Value Chain Analysis to Drive Growth in the Muslim Fashion Industry: A Small and Medium Enterprise Strategy Case Study.”

w 88 Teixeira, Grazielle Fatima Gomes, and Osiris Canciglieri Junior. 2019. “How to Make Strategic Planning for Corporate Sustainability?” Journal of Cleaner Production 230: 1421–31. https://doi.org/10.1016/j.jclepro.2019.05.063. Thalita, Dina, Alya Fariha Diva, and Wily Mohammad. 2023. “SWOT Analysis as A Strategic Foundation for Business Growth of De Buruan House – Food and Coffee Shop.” 01(01): 39–47. CHAPTER 13 JUDUL : "Crafting a Seamless Marketing Campaign in the Digital Era: Strategies for Success" NAMA KELOMPOK: MUHAMMAD EMIR AHSANTA (291) MUHAMMAD AFREZA AIP (343) BACKGROUND The background of the topic "Designing an Integrated Marketing Campaign in the Digital Age" is the rapid development of information technology and communication that has significantly transformed the marketing landscape(Garg, 2017). In the digital age, consumers have easier access to information, products, and services through the internet, social media, and mobile devices. This has created new challenges and opportunities for marketers(Ferreira, 2023). They must adapt to changing consumer trends and design integrated marketing campaigns to reach their target audience effectively and efficiently(Yeoman & McMahon-Beattie, 2019). It's important to recognize that a successful digital marketing strategy is not just about online presence but also about how to integrate various marketing channels, such as social media, email, online advertising, and content, so they work synergistically to achieve the company's goals(Anjum et al., 2020).

w 89 In this background, the importance of designing integrated marketing campaigns in the digital age will be discussed, as well as how effective strategies can help companies achieve success in the face of the challenges and opportunities in today's digital marketing world(Kotler & Keller, 2021). LITERATURE REVIEW AND DISCUSSION 13.2 Define the key aspects of managing an effective advertising campaign: Managing an effective advertising campaign involves defining clear objectives, understanding the target audience, budget planning, creative content development, media selection, scheduling, message consistency, testing and optimization, tracking and measurement, feedback and adaptation, legal and ethical compliance, risk management, collaboration, and post-campaign evaluation(Romanіuk & Kucherenko, 2022). These aspects are crucial for the campaign's success (Zhang et al., 2021). In managing an effective advertising campaign, it is also important to consider other aspects that can influence the campaign's outcomes (A.I. et al., 2022). One crucial aspect is staying updated with the latest trends and technologies (Bastas, 2021). The advertising landscape is constantly evolving, especially with the advancements in digital technology(van Nuenen & Scarles, 2021). Therefore, keeping up with the developments in digital advertising trends and technology is key to remaining relevant and competitive(Gordon et al., 2021). This may involve utilizing data-driven advertising, personalized messaging, or exploring emerging advertising platforms(Camilleri, 2019). Additionally, it's essential to consider the integration of the advertising campaign with the overall marketing strategy(Bigler et al., 2023). The advertising campaign should function as an integral part of the broader marketing efforts (Katona & Sarvary, 2014). Thus, synergy with content marketing, social media marketing, and other marketing strategies should be taken into account (Morgan et al., 2019). Integrating the advertising campaign with the overall marketing strategy will create message consistency and enhance its impact on the audience (Avraham, 2015). By considering these aspects, campaign managers can more effectively design, manage, and execute an effective advertising campaign (Dutton et al., 2022). 13.3 Explain how to design and manage online communications:

w 90 Designing and managing online communications involves creating a cohesive strategy for a brand's online presence (Leung et al., 2022). This includes website content, email marketing, social media management, and online advertising (Van Der Lans et al., 2021). Effective online communications require understanding the target audience, creating engaging and shareable content, and using analytics to optimize the strategy (Alawamleh et al., 2022). Designing and managing online communications are key aspects of modern digital marketing strategies (Fang et al., 2021). The first step is to design a communication strategy that includes choosing the right platforms for the target audience and campaign objectives (Jáuregui et al., 2023). This may include social media platforms like Facebook, Instagram, Twitter, and LinkedIn, as well as other platforms such as email marketing, blog content, or the company website. Designing engaging and relevant content is essential (Ali et al., 2023). Online messages should meet the audience's needs, provide solutions to problems, or offer valuable information (X. Wang et al., 2022). Content should be packaged attractively with the use of images, videos, or captivating graphics (Yusoff, 2019). In addition to designing, managing online communications is a crucial step in maintaining the quality and consistency of the messages (Barker, 2022). This includes scheduling the publication of content, interacting with followers or customers through comments and messages, and monitoring performance through analytics (Robotham, 2023). Through performance monitoring, online communication managers can identify emerging trends, understand the audience's response to various types of content, and make strategic changes to enhance campaign effectiveness (Sim et al., 2022). Furthermore, managing online reputation and responding to negative feedback or critical comments are also crucial aspects of designing and managing successful online communications (“Managing Online Reputation,” 2023). 13.4 Describe the key aspects of managing social media: Managing social media includes selecting the right platforms, creating and scheduling content, engaging with the audience, and analyzing performance (Tseng et al., 2022). Key aspects involve developing a social media strategy, maintaining consistency in branding, responding to comments and messages, and adapting the strategy based on social media analytics (Stieglitz et al., 2018). Managing communication through mobile devices is becoming an increasingly important strategy in the ever-evolving landscape of digital marketing (Galli, 2021). Mobile devices, such as smartphones and tablets, have become the primary channel for consumers to access information, communicate, and interact with brands(Mayrhofer & Sigg, 2022). To manage communication through mobile devices, it is essential to consider responsive design, ensuring that content and websites appear and function well across various screen sizes (Guo et al., 2022). In this regard, a responsive and user-friendly experience is crucial to maintain customer interest and engagement (Schoeller et al., 2022). Furthermore, marketing messages delivered through mobile devices should be relevant and contextually appropriate (Atalay et al., 2023). This involves understanding consumer behavior, which tends to differ when using mobile devices compared to desktop computers (Baturay &

w 91 Birtane, 2013). Mobile users often seek concise and immediate information, so advertising messages need to be effective in capturing attention in a short span of time(Chen et al., 2020). Additionally, location-based marketing techniques can be leveraged to deliver relevant messages based on the geographical location of mobile users (Haikal Ibnu Hakim et al., 2022). By understanding how to manage mobile communication effectively, businesses can get closer to their audiences and achieve marketing goals more effectively in an increasingly mobile environment (Verhagen et al., 2020). 13.5 Explain how to manage mobile communications: Managing mobile communications involves tailoring content for mobile devices, including responsive design for websites and creating mobile apps. It also includes using SMS marketing and mobile advertising effectively to reach a mobile-centric audience (J. G. Wang, 2011). Managing communication through mobile devices (mobile communications) is a crucial element of contemporary marketing strategies (Gohar & Nencioni, 2021). In today's fast-paced digital world, mobile devices such as smartphones and tablets have become ubiquitous tools for consumers to access information, engage with content, and interact with brands (Aroles & Küpers, 2022). To effectively manage communication through mobile devices, prioritizing mobile optimization and responsive design is imperative (Irrianda & Muksin, 2021). Mobileoptimized websites and applications are tailored to smaller screens and touch interfaces, ensuring a seamless and user-friendly experience(Prutzman et al., 2021). It's also vital to consider load times, as mobile users expect quick access to content (NCT04672746, 2020). Furthermore, mobile communication should be designed with a mobile-first approach, taking into account the unique preferences and behaviors of users accessing content on the go (Hsieh & Lin, 2021). Tailoring content to the mobile environment is equally essential(Bartlomiejczyk et al., 2022). Mobile users tend to have shorter attention spans and consume content in bite-sized formats (Wallace, 2020). Therefore, concise and visually engaging content is key to capturing and retaining mobile users' attention (Cheng et al., 2019) . Moreover, leveraging push notifications and in-app messaging can enhance engagement with the audience, providing timely and relevant information (Di Filippo et al., 2022). In managing mobile communication effectively, businesses should also consider location-based services and personalization to deliver highly targeted and contextual content (NCT05532202, 2022). By implementing these strategies, organizations can harness the power of mobile communications to engage with their audience and meet their marketing objectives in a mobile-centric world (Galperin et al., 2021). 13.6 Explain how to design meaningful events and experiences:

w 92 Designing meaningful events and experiences requires careful planning to engage the audience (Skogström et al., 2022). It includes creating events that align with the brand's message and values, providing an immersive and memorable experience, and using events as a way to build relationships and loyalty with customers (Taberner et al., 2022). Designing meaningful events and experiences is an effort to create captivating and memorable interactions between a brand and its audience (Micsinszki et al., 2022). To design a meaningful event, the first step is to understand the event's objectives (Basyir et al., 2022). Is the primary goal to increase brand awareness, enhance customer engagement, or celebrate a particular achievement? Once the objectives are established, it's essential to plan experiences that will emotionally connect participants with the brand (Noti et al., 2021). This can involve elements such as storytelling, entertainment, or direct interactions that enable participants to feel engaged and involved (Spencer et al., 2021). Additionally, attention should be given to technical details like choosing an appropriate location, logistics management, and security (Haffner-Luntzer et al., 2019). Designing meaningful events also involves the use of technology and social media to extend the reach and share memorable moments with a broader audience (Lee et al., 2020). After the event, postevent evaluation is a critical stage to measure success and understand what can be improved in future events (Schacter et al., 2008). By designing meaningful events and experiences, brands can build deeper and more meaningful relationships with customers, create lasting positive impressions, and enhance customer loyalty (Bartoš et al., 2022). 13.7 Describe the role of word of mouth in marketing communications: Word of mouth plays a significant role in marketing communications (Baleviciene, 2020). It's the organic spread of information from person to person (Budi Kusumo & Anne Charina, 2021). Encouraging positive word of mouth involves delivering quality products or services, providing excellent customer service, and creating shareable content (Wijaksono et al., 2022). Word of Mouth' plays a significant role in marketing communication as it is a natural way in which people share their experiences with products or services with others (Shin et al., 2022). It is a form of recommendation from person to person, often considered more credible than conventional advertising (Herrera-Rodriguez et al., 2022). When consumers are satisfied with a product or service, they tend to speak positively about it to friends, family, or colleagues. This creates a ripple effect where positive information spreads, builds trust, and influences the purchasing decisions of others (Budianto et al., 2020). In other words, 'Word of Mouth' is a powerful communication channel that indirectly promotes a brand and can be a highly effective marketing tool (Khoo, 2022). Furthermore, 'Word of Mouth' also plays a strong role in the digital age. With the development of social media and online review platforms, people can now easily share their opinions with a broader audience (Jones et al., 2021). Positive reviews on websites or social media can have a significant impact on brand perception (Demircan et al., 2021). On the other hand, negative reviews can also spread quickly and potentially harm a brand's reputation (Román et al., 2023).

w 93 Therefore, companies must actively monitor 'Word of Mouth' activity and respond to it wisely, making it a vital aspect of their marketing and brand management strategies (Suri & Yadav, 2020). 13.8 Summarize how to manage publicity and public relations: Managing publicity and public relations involves building and maintaining a positive image for a brand (Faisal & Ekawanto, 2022). This includes creating press releases, managing media relationships, responding to crises effectively, and engaging with the public to build trust (Google, 2023). Managing publicity and public relations is an effort to build and maintain a positive image for a brand or organization in the eyes of the public (Nuseir et al., 2022). One of the key elements in publicity management is creating a good message and disseminating it through various media channels (Pérez & García De Los Salmones, 2023). This includes writing and distributing relevant press releases, effective media relations, as well as leveraging interviews and media coverage to communicate the desired message (Paudel, 2022). Additionally, publicity management also involves responding to emergency situations or crises that can affect the brand's image, which requires quick and transparent communication to address issues (Ibrahim et al., 2021). Meanwhile, in public relations, the focus is on building good relationships with various stakeholders such as customers, employees, investors, and the general public (Keshmiri et al., 2023). This involves efforts to understand their needs and expectations and maintaining open and continuous communication (Cahyono*, 2020) . Public relations management also includes developing strategies that support long-term goals and the values of the organization (Wibowo, 2019). In the digital age, the online aspect has become increasingly important, with social media and online platforms serving as significant channels for interacting with stakeholders and maintaining a positive image (S. SUBHASHINI, 2023). Thus, publicity and public relations management are crucial instruments in building and maintaining the reputation of a brand or organization in an ever-changing and globally connected world (Hewat, 2022). 13.9 Discuss the role of product packaging as a communication tool: Product packaging serves as a communication tool by conveying information about the product, its brand, and its value (Babaremu et al., 2023). Effective packaging should reflect the brand's identity, appeal to the target audience, and provide essential information about the product's features and benefits (Babaremu et al., 2023). These topics cover various aspects of marketing and communication strategies, emphasizing the importance of planning, consistency, audience understanding, and adaptability in modern marketing (Pauer et al., 2019). The role of product packaging as a communication tool is highly

w 94 significant in modern marketing (Randa et al., 2022). Packaging serves not only as a physical container for a product but also as a means to convey brand messages, attract attention, and influence consumer purchasing decisions (Alwan & Persada, 2022). An appealing packaging design can create a strong first impression and trigger consumer interest (Mawar et al., 2022). The color, graphics, text, and shape of the packaging all contribute to shaping the brand image and conveying specific messages (Kim et al., 2021). For instance, elegant and luxurious packaging can reflect the quality of the product, while eco-friendly packaging can appeal to consumers concerned about environmental issues (Christine, 2022). Furthermore, packaging also plays a crucial role in providing essential information to consumers (Cammarelle et al., 2021). This includes product labels, nutrition information, expiration dates, and usage instructions. Effective packaging should deliver this information clearly and comprehensibly to consumers (Burton et al., 2021). Packaging can also contribute to creating a unique experience for consumers, such as cleverly designed or interactive packaging. In the e-commerce era, product packaging images on websites and shopping apps have also become a critical element in influencing consumer purchasing decisions (Samir et al., 2021) . Overall, product packaging is a highly versatile communication tool in marketing that helps create a brand impression, convey information, and influence consumer preferences (Gagaoua et al., 2022). conclusion In conclusion, the background of "Designing an Integrated Marketing Campaign in the Digital Age" acknowledges the profound impact of information technology and communication advancements on the marketing landscape. The digital age has reshaped consumer behavior and presented both challenges and opportunities for marketers. A successful digital marketing strategy involves integrating various marketing channels and adapting to changing consumer trends. The literature review and discussion encompassed several key aspects of marketing and communication: Managing an effective advertising campaign requires clear objectives, understanding the target audience, and integration with the overall marketing strategy, alongside staying updated with the latest trends and technologies. Designing and managing online communications involves creating a cohesive online presence, selecting the right platforms, and engaging in content creation and scheduling. Managing social media encompasses platform selection, content creation, and engagement with the audience, with a focus on maintaining branding consistency and analyzing performance.

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