Increasing awareness toward Ar-Rahnu KPMNJ trough marketing communication mix strategy / Noor Fadzlin Johar

Purpose - Understanding the relative effectiveness of different channels for marketing communications has always been challenging. The objective of this research is to increase awareness among customers towards Ar-Rahnu KPMNJ service existence. The study aims to analyze current promotional tools used by the firm and also to explore new marketing communication mix strategy which could be most influential methods for the services.
Design/ methodology/ approach – Participants in Johor, Malaysia were approached by survey questionnaires methods. Participants were classified into four ethnic groups from organization’s existing customers, who already used the services, which are Malay, Indian, Chinese, and Others.
Findings – Participants had moderate awareness toward the firm. This finding showed that the current marketing strategies used by the firm are failed to promoting the services among the customers. Participants most preferred word of mouth and on-premise business signage as the influential tools in increasing their awareness toward Ar-Rahnu KPMNJ.
Practical implications – The results the firm should specific its target market besides to improving its current promotional tools and develop new promotional tools in order to increase public awareness toward Ar-Rahnu KPMNJ.
Originality / value - This is the only identified research into marketing communication mix (promotional tools) of Ar-Rahnu KPMNJ and is important to increase awareness among the customers, given the increasing usage and sales of the services in Johor, Malaysia.