Short answer

Refine product design and pricing to be more attractive to millennials, and strengthen promotional efforts to increase awareness and adoption of recycled products.

Field
Innovation & Markets
Source
Journal Science Innovation and Technology (SINTECH) (2020)
Method
Quantitative survey research
Sample
Not explicitly stated, but calculated using Slovin formula for millennials.
Evidence
Moderate effect

A comprehensive 7P marketing mix strategy, focusing on product and price, can significantly enhance the market penetration and profitability of recycled goods among younger demographics. This innovation & markets research insight is drawn from a 2020 study published in Journal Science Innovation and Technology (SINTECH). Using Quantitative survey research with Not explicitly stated, but calculated using Slovin formula for millennials., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Refine product design and pricing to be more attractive to millennials, and strengthen promotional efforts to increase awareness and adoption of recycled products.

Study
Innovation & MarketsHigh ImpactModerate effect

7P Marketing Mix Boosts Recycled Product Appeal to Millennials

A comprehensive 7P marketing mix strategy, focusing on product and price, can significantly enhance the market penetration and profitability of recycled goods among younger demographics.

Journal Science Innovation and Technology (SINTECH) · 2020

01

Key Findings

  • 01The 'product' aspect of the marketing mix scored 3.4.
  • 02The 'price' aspect scored 3.3.
  • 03The 'place' aspect scored 2.97.
  • 04The 'promotion' aspect scored 2.51.
  • 05The 'people' aspect scored 3.32.
02

Application

Design takeaway

Refine product design and pricing to be more attractive to millennials, and strengthen promotional efforts to increase awareness and adoption of recycled products.

How to apply

Conduct market research to understand millennial preferences for recycled products, focusing on aesthetics, functionality, and value. Develop targeted pricing strategies and promotional campaigns that highlight the unique benefits of recycled goods.

Project actions

  • 01When developing a product, consider its entire lifecycle and how its marketing will be perceived.
  • 02Analyze competitor strategies using the 7P framework to identify market gaps and opportunities.
03

Method & Evidence

AimTo investigate the effectiveness of the 7P marketing mix as a strategy for marketing recycled products to young consumers and assess its impact on sales and profitability for recycling businesses.
MethodQuantitative survey research
ProcedureData was collected using Likert scale questionnaires administered to young consumers (millennials) and owners of recycling businesses. Incidental sampling was employed, with sample size determined by the Slovin formula.
SampleNot explicitly stated, but calculated using Slovin formula for millennials.
ContextMarketing of recycled products to young consumers.

Variables

IV7P Marketing Mix elements (Product, Price, Place, Promotion, People, Process, Physical Evidence)
DVSales and income/profit of recycled products, market recognition among young consumers.
CVTarget demographic (young consumers/millennials), type of product (recycled goods).
04

Strengths & Limitations

Strengths

  • +Applies a well-established marketing framework (7P) to a specific product category (recycled goods).
  • +Focuses on a relevant and growing consumer segment (youth/millennials).

Limitations

The study's findings are specific to the Indonesian market and the millennial demographic; results may vary in different cultural contexts or with other age groups.

Reliability & validity

Reliability could be enhanced by using standardized questionnaires and ensuring consistent administration. Validity is supported by the application of a recognized marketing framework, but could be strengthened by triangulating data with qualitative insights.

Think critically

To what extent can a product's inherent sustainability overcome weaknesses in its marketing mix, particularly in price and promotion, when targeting younger demographics?

05

Design Principles

"A well-defined and adaptable marketing mix is essential for the successful commercialization of innovative and sustainable products."

Understanding how to effectively position and promote recycled products is crucial for driving adoption and supporting a circular economy. This research provides a framework for designers and businesses to tailor their strategies to resonate with specific consumer groups, like millennials, thereby increasing the commercial viability of sustainable offerings.

06

What This Means for Your Design

Using a 7-part marketing plan (product, price, place, promotion, people, process, physical evidence) can help sell recycled items to young people, but the product itself and its price need to be especially good.

How to use in your project

  • 1.Use the 7P framework to analyze the market potential and marketing strategy for your own design project, especially if it involves sustainable or recycled materials.
07

Add to My Project

08

Quick Cite

Paragraph starter

This study highlights the importance of the 7P marketing mix in promoting recycled products to younger consumers. Findings suggest that while product and price are key drivers, improvements in these areas, alongside other marketing elements, are necessary for increased sales and profitability, offering valuable insights for the market introduction of sustainable designs.

09

Source

Journal Science Innovation and Technology (SINTECH)

Analisis Metode Marketing Mix 7P Sebagai Strategi Pemasaran Produk Daur Ulang

journal · 2020

View source

Questions About This Research

What does the research say about 7p marketing mix boosts recycled product appeal to millennials?
Refine product design and pricing to be more attractive to millennials, and strengthen promotional efforts to increase awareness and adoption of recycled products. Evidence: Journal Science Innovation and Technology (SINTECH) (2020).
Why does "7P Marketing Mix Boosts Recycled Product Appeal to Millennials" matter for design?
Understanding how to effectively position and promote recycled products is crucial for driving adoption and supporting a circular economy. This research provides a framework for designers and businesses to tailor their strategies to resonate with specific consumer groups, like millennials, thereby increasing the commercial viability of sustainable offerings.
How can designers apply this research?
Refine product design and pricing to be more attractive to millennials, and strengthen promotional efforts to increase awareness and adoption of recycled products.
What were the main findings?
The 'product' aspect of the marketing mix scored 3.4.. The 'price' aspect scored 3.3.. The 'place' aspect scored 2.97.. The 'promotion' aspect scored 2.51.
What research method was used?
Quantitative survey research with Not explicitly stated, but calculated using Slovin formula for millennials..
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2020 journal from Journal Science Innovation and Technology (SINTECH).
What should I do differently in my next project?
Conduct market research to understand millennial preferences for recycled products, focusing on aesthetics, functionality, and value. Develop targeted pricing strategies and promotional campaigns that highlight the unique benefits of recycled goods.
What are the limitations?
The study focused on a specific demographic (millennials) and may not be generalizable to all age groups. The incidental sampling method might introduce bias. The effectiveness of the 'less good' scoring elements needs further investigation.