Resource Allocation as Promotion Strategies for the Successful of New Products Marketing of FMCG’s

Abstract

The focus of this study was to uncover the pattern of relationship/ cooperation among the enterpreneurs of fast moving consumer goods (FMCGs) regarding the resources allocation in order to achieve the success of new products amid intense market competition. The research methodology used in this research is a combination of approaches between ground theory research strategies and interpretive philosophy in qualitative research designs, which is a grounded theory with constructivism and pragmatism. These environmental factors related to the resource allocation are the determinants of product performance in competing in the market. The success of a new product is expected based on the quantification of two parameters, the expenditures of resource allocation and customer participation in displaying products in the store. The conception of the results of this study has implications for the practice of promotion strategies by marketers in the framework of launching new products and human resource management, as well as on the development and opportunities for small and medium enterprise (SME) groups. The deepening of resource allocation has built theories and conceptions used as a marketing strategy, including its relevance to the business actors in the business-to-business (b2b) FMCG marketing.

The Influence of Packaging, Price, and Promotion Strategies on Product Purchasing Decisions in The Indo Jaya Tempeh Industry

“…Based on research [12] shows that the quality and promotion of a product will determine marketing success in attracting consumer purchase decisions. For successful product marketing, companies must maximize what consumers need and minimize the time the product enters the market [13].…”