THE EVALUATION OF MARKETING STRATEGY OF CANTING USING MARKETING MIX

Abstract

THE EVALUATION OF MARKETING STRATEGY OF CANTING USING MARKETING MIX

This research mainly focuses on the marketing mix elements, especially the promotion element, and aims to evaluate the marketing strategy done by Canting. The study was done using qualitative approach and data collection was through interview with 5 respondents, who were selected by means of purposive sampling method. The variables used are the 4 marketing mix elements, from which one is deemed influential towards the consumer decision making process. The findings showed that: 1) Canting’s product is short in terms of variety and design, 2) inefficiency in online approach via the use of online stores as distribution channel, 3) lacks in variety of sales promotions, and 4) is not consistent in uploading and maintenance of the blog