Articles

Proposed Marketing Mix Strategy to Improve Brand Awareness of Circum by Mutiara Cikutra Clinic

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The clinic growth in Indonesia every year indicates that Indonesia is a potential market for the healthcare industry. However, on the other hand, this also indicates that competition in this business sector continues to escalate. This phenomenon also impacts Circum by Mutiara Cikutra, a circumcision clinic based in Bandung. Competition between circumcision clinics that use either conventional or modern methods and the low public awareness of existing circumcision clinics lead to fluctuation in the number of patients/consumers. This study aims to find an appropriate strategy to improve public awareness of the Circum clinic. External and internal analysis is carried out to understand business problems broadly and deeply. Analysis of the external focus on PESTEL and competitor analysis, while the analysis of the internal focus on STP and marketing mix (7P). In this study, both primary data and secondary data were collected for analysis. Questionnaires were distributed to the target market of Circum by Mutiara Cikutra to obtain data related to the characteristics and preferences of target consumers in considering and choosing a circumcision clinic. After that, the author uses the SWOT analysis to summarize the analysis findings and uses the TOWS matrix to generate the appropriate strategies. The proposed strategies are structured into a new marketing mix strategy which is expected can be a solution to the current business issue at the Circum by Mutiara Cikutra.

Consumer Preference towards Choosing EBO vs. MBO with Special Reference to Apparel Retailing

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This article has been written with a primary question: ‘With so many choices available in the apparel industry, what drives customers to a particular branded store?’ Although there are various reasons, the store format remains to be an important one, according to extant literature. When brands select their distribution channels, they face the dilemma of choosing a retail format. The study aims to find out which store format (Exclusive brand store or Multi-brand store) is preferable by the consumers and the factors affecting this choice. A survey of 155 people from Bangalore, who have access to branded stores, was conducted and various tests were performed. The results showed that most of the consumers prefer MBO over EBO. The 12 factors identified were reduced into two groups using factor analysis, out of which the attributes relating to the store have more impact on the consumer’s decision than attributes relating to the merchandise.