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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Atik Aprianingsih
Institut Teknologi Bandung, Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PROPOSING PROMOTIONAL STRATEGY FOR POULTRY EQUIPMENT PRODUCT CASE STUDY: PT MEDION – BANDUNG INDONESIA Kannida Puspa Shubhi; Atik Aprianingsih
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5865

Abstract

This research aims to propose a better promotional strategy for poultry equipment products at Medion, Bandung, Indonesia. This research uses a case study approach to explore why the sales of poultry equipment product have been declining for 5 years. The research focuses on how to define the current positioning of poultry equipment products and how to communicate the product’s value more clearly to customers in a B2B (business-to-business) marketing context. Data were collected using surveys and interview. The survey involved farm, distributor, and partnership customers who use poultry equipment products. The methods used in the analysis marketing mix and perceptual mapping. The result shows that mostly customers see the company’s products have high-quality. Even so the sales declining shows that the product is not promoted well. Many customers prefer to buy the products through online shop platforms, good price products, and good after-sales service. Based on the analysis, this research suggests promotional strategy such as value education campaign, boost the online shop platforms, reach small farmers, and promote the practical innovation.
OPTIMIZING EVENT MARKETING EFFECTIVENESS : A COMPARATIVE COMPETITOR ANALYSIS USING THE MARKETING MIX 7PS Devia Mahartika Anggini; Atik Aprianingsih
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5924

Abstract

Event marketing has become an important way to get the right people to your business and improve your brand's position in the fast-changing digital economy and business-to-business (B2B) markets. The Marketing Mix 7Ps framework, which includes Product, Price, Place, Promotion, People, Process, and Physical Evidence, is used in this study to look at the event marketing strategies of PT. Mitra Generasi Digital (MGDverse). After that, the strategies are compared to those of competitors referred to as Company A and Company B in this study. Note: The names of competitors used in this research are pseudonyms and do not represent the actual names of the companies involved. The study looks at the pros and cons of MGDverse's strategy using both qualitative data from internal documents and interviews, as well as secondary data from competitor websites and industry reports. The results show that MGDverse is very professional in terms of operations and has a wide variety of events, but its registration and promotion efforts are not as effective as its competitors', which makes it harder for people to find and attend events. The study also explores how to use platform-specific outreach and personalized messaging to get the most leads for the least amount of money (CPL), improve lead quality, and make campaigns more effective. The main suggestions are to improve digital registration integration, increase targeted promotions, tailor content for specific audiences, and strengthen one-on-one communication. These improvements could give MGDverse an even bigger edge over its competitors and help the digital marketing events market in Indonesia grow over time.
Co-Authors Devia Mahartika Anggini Kannida Puspa Shubhi