The Promotion and Process Attribute for the Kitchen Appliance. A Case Study @KitchenAid_Indo

Abstract

Pastry and bakery is the business that is growing rapidly, to support the production of the cookies and bread, the baker will consider tools to support the production. At least there are two essential tools to support the production, which are the mixer and oven. There are so many brand and type of mixer that is proposed by the producer, one of the equipment propose called the stand mixer. The stand mixer is also a new identity for the baker, nevertheless, the competition for the stand mixer has not been researched. This research or trying to explore the marketing communication attribute delivered by @KitchenAid_Indo to the targeted market. The unstructured dataset extracted from Twitter for 2017, which are 432 tweets, further exploratory factor analysis conducted after the dataset preparation of process. The results show that @KitchenAid_Indo are engaging the targeted market by delivering cooking demo program, providing a class to learn how to make cookies and also conducting a talk show about how to cook using the tools from KitchenAid. The marketing mix element of places such as the mall and the traditional market that provide the product also posted, the product promotion from the online marketplace also posted at KitchenAid Indo. The promotion also related to the expo where the KitchenAid is participating. Moreover, product promotion, service process, and place are the marketing mix elements that dominant @KitchenAid_Indo for the period 2017.

Keywords: Marketing Communication Attribute, Unstructured Dataset, @KitchenAid_Indo

DOI: 10.7176/EJBM/11-18-19

Publication date:June 30^th 2019