Encapsulation Of Red Fruit Oil (Pandanus conoideus Lam.) By Co-Crystallization With Sucrose: Analysis Of Physicochemical Properties And Morphological Structure

Abstract

Marketing plays a crucial role in bridging the gap between the development and the launch of a product or service. The different strategies involved which covers ideation, innovation, market analysis, testing and launch aims to recover the cost of production. Digital marketing via social media platforms (namely Instagram) have been one of the effective strategic tools to increase brand awareness and therefore overall sales. Sinar Meadow utilizes Instagram as a means to advertise their newly launched product Mother’s Choice Butter Blend. The project’s objectives was to conduct digital activation below the line marketing in order to increase brand awareness, advertise offline events and increase the follower count from the month of August to December. The data was obtained through calculating the sum of Instagram engagement rates, and analysed to see whether the marketing activities caused fluctuations in the follower count. The results proved that the digital marketing activities were successful in expanding the product’s reach within Instagram and has effectively increased its followers.