Citation:

Aqshal Haikal Antasyah Akbar, Ilma Aulia Zaim. "Marketing Administration: Crafting a Comprehensive Marketing Mix for XBAG's Embroidered Bags of Malang" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 671-678, 2023.

Abstract:

With an emphasis on the Indonesian local brand, XBAG, this publication attempts to develop a thorough marketing mix (7P) specifically designed to satisfy the preferences of Malang clients for embroidered bags. This paper explores the strategic features of integrated online and offline presence, pricing strategies, partnerships and influencer marketing, and customer-centric procedures. It is based on the identified product development plans from the previous research. The integrated online and offline presence strategy places a strong emphasis on using social media, especially Instagram, to boost online marketing initiatives and generate buzz about upcoming items. To make easy online purchases, a feature-rich online store with an intuitive layout is also suggested. Considering tiered pricing depending on design complexity, introducing promotional pricing during launches or special events, and reflecting perceived product value are all examples of strategic pricing methods. Creating seamless online and in-store experiences and aggressively gathering consumer input to hone and enhance procedures on preferences and expectations are two examples of the customer-centric processes that are suggested.

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Keywords:

Souvenir, Local Brand, Indonesia, Marketing Mix, 7P, Customer, Marketing Strategies.