Developing an Effective Marketing Strategy for Pop Up Class Business Products for Early Childhood

Abstract

The purpose of this research is to develop effective business and marketing strategies for Pop Up Class business products for early childhood from the perspective of consumers and business owners. This study uses a qualitative approach through in-depth interviews and observations. The characteristics of the interviewees are consumers with children under the age of toddlers who have routinely attended classes similar to the Pop Up Class at least three times in the last three months. Meanwhile, the targeted business owners have experience of engaging in similar businesses for at least the past six months. Meanwhile, observations were made by researchers in various types of Pop Up Classes during the research period. This study found marketing strategies that are considered more effective in marketing Pop Up Class business products for early childhood. This strategy is expected to not only produce a product marketing strategy but also maintain the existence of Pop Up Class products amidst various other stimulation class offerings. The novelty of this research lies in the development of the latest strategy on how to market Pop Up Class products in the midst of competition for various types of stimulation classes for early childhood. Therefore, through this study, business owners can adopt the latest research on business and marketing strategies for Pop Up Class products and are expected to drive marketing and maintenance efforts of Pop Up Class products according to their segmentation and target market.