Examining Innovative Marketing Technology : A Case Study On Mamee-Double Decker (M) Bhd

Azami, Muhamad Afnan (2017) Examining Innovative Marketing Technology : A Case Study On Mamee-Double Decker (M) Bhd. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Innovation leads to a process of change in organizations and market offerings. Innovation becomes a key weapon that marketing strategists use to win customers in markets, through the development of sustainable competitive advantage. Nowadays, Food and Beverage (F&B) sector are more focused on using marketing technology in introducing their products and the company's image in the market. Marketing technology or MarTech can be defined as a technology that enables marketers to be more efficient or effective in reaching their audiences in the market. However, consumer adoption technology of product or service continues to be a challenge for the marketer in the market. This is because consumer nowadays more attracts to using new technology in order to get the information and buy the product through online marketing. The purpose of this research is to examining the Innovative Marketing Technology that MAMEE-Double Decker (M) Sdn Bhd using to communicate with their consumer. Innovative Marketing Technology can define as a focuses that utilization of innovation in the market opportunity to meet customer need and wants through ideas, products, services and improvement in technology. In this case, the competitive environment has driven MAMEE-Double Decker (M) Sdn Bhd to adapt an aggressive promotional strategy in order to gain market share. In this research, qualitative will be used to conduct an interview about Innovative Marketing Technology because qualitative research will provide insights and understanding of the problem in this research. The effectiveness of Innovative Marketing Technology in MAMEE-Double Decker (M) Sdn Bhd industry practice can ensure to separate their business from competition and eliminate the competitor from minds of prospect customer.

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