Short answer
Designers and marketers should prioritize the strategic placement and promotional aspects of their online food delivery services to build robust brand equity in emerging markets.
- Field
- Innovation & Markets
- Source
- Cogent Business & Management (2024)
- Method
- Quantitative research using regression analysis.
- Evidence
- Strong effect
In emerging economies, the strategic implementation of 'Place' (distribution and accessibility) and 'Promotion' (marketing communications) within the service marketing mix is crucial for building strong brand equity in online food delivery services. This innovation & markets research insight is drawn from a 2024 study published in Cogent Business & Management. Using Quantitative research using regression analysis., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize the strategic placement and promotional aspects of their online food delivery services to build robust brand equity in emerging markets.
Strategic placement and promotion drive brand equity in emerging online food markets
In emerging economies, the strategic implementation of 'Place' (distribution and accessibility) and 'Promotion' (marketing communications) within the service marketing mix is crucial for building strong brand equity in online food delivery services.
Cogent Business & Management · 2024
Key Findings
- 01Place (distribution and accessibility) significantly impacts brand equity.
- 02Promotion (marketing communications) significantly impacts brand equity.
- 03Product, Price, People, and Process have a weak and non-significant impact on brand equity in this context.
Application
Design takeaway
Designers and marketers should prioritize the strategic placement and promotional aspects of their online food delivery services to build robust brand equity in emerging markets.
How to apply
When developing or refining an online food delivery service for an emerging market, focus initial efforts on ensuring wide geographic coverage and implementing engaging marketing campaigns.
Project actions
- 01When researching a new market, identify which marketing mix elements are most critical for success.
- 02Consider how to visually represent and communicate 'Place' and 'Promotion' in your design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides empirical evidence for the impact of specific marketing mix elements.
- +Focuses on the under-researched context of emerging economies.
Limitations
This study focused only on Bangladesh, so its findings might not apply to all emerging economies. It also didn't look at how the actual food quality or customer service interactions might affect brand equity.
Reliability & validity
The use of regression analysis provides a quantitative measure of relationships, contributing to internal validity. However, external validity may be limited due to the specific context. Reliability would depend on the consistency of data collection and measurement tools.
Think critically
To what extent might cultural nuances within emerging economies influence the relative importance of the 7 Ps, and how could these be investigated?
Design Principles
"In emerging markets, the accessibility and visibility of a service are paramount to establishing strong brand equity."
Understanding which elements of the marketing mix have the most significant impact allows businesses to allocate resources effectively. Focusing on accessible delivery networks and compelling promotional campaigns can lead to greater brand recognition and customer loyalty, ultimately fostering a competitive advantage in rapidly growing markets.
What This Means for Your Design
For new online food delivery apps in countries like Bangladesh, making sure people can easily get the food delivered (Place) and telling lots of people about the app (Promotion) is much more important for building a good brand than things like the exact price or the people working there.
How to use in your project
- 1.Use this research to justify focusing on specific marketing elements in your design project's target market analysis.
- 2.Reference the findings to explain why certain design choices related to accessibility or promotion are crucial for brand building.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that in emerging economies, the 'Place' and 'Promotion' elements of the service marketing mix significantly contribute to brand equity for online food delivery services. This suggests that strategic focus on distribution networks and marketing communications is paramount for building brand recognition and loyalty in these markets, as opposed to other factors like product or price.
Source
Cogent Business & Management
Impact of marketing mix elements on the brand equity of online food delivery services: an emerging economy perspective
journal · 2024
View sourceQuestions About This Research
- What does the research say about strategic placement and promotion drive brand equity in emerging online food markets?
- Designers and marketers should prioritize the strategic placement and promotional aspects of their online food delivery services to build robust brand equity in emerging markets. Evidence: Cogent Business & Management (2024).
- Why does "Strategic placement and promotion drive brand equity in emerging online food markets" matter for design?
- Understanding which elements of the marketing mix have the most significant impact allows businesses to allocate resources effectively. Focusing on accessible delivery networks and compelling promotional campaigns can lead to greater brand recognition and customer loyalty, ultimately fostering a competitive advantage in rapidly growing markets.
- How can designers apply this research?
- Designers and marketers should prioritize the strategic placement and promotional aspects of their online food delivery services to build robust brand equity in emerging markets.
- What were the main findings?
- Place (distribution and accessibility) significantly impacts brand equity.. Promotion (marketing communications) significantly impacts brand equity.. Product, Price, People, and Process have a weak and non-significant impact on brand equity in this context.
- What research method was used?
- Quantitative research using regression analysis..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2024 journal from Cogent Business & Management.
- What should I do differently in my next project?
- When developing or refining an online food delivery service for an emerging market, focus initial efforts on ensuring wide geographic coverage and implementing engaging marketing campaigns.
- What are the limitations?
- The findings are specific to the context of an emerging economy and may not be generalizable to developed markets. The influence of other factors not included in the 7 Ps was not explored.