A study to measure the impact of sales promotions: Application to category management handled by manufacturer (French text).

摘要

Some recent food marketing trends presently influencing the grocery industry, including: the consumer is becoming more demanding in the point of sale, manufacturers must increasingly pay attention to their important relation with distributors, a new type of competition has emerged, the loss of the effectiveness of the mass communication expenditures. The joint pressure of the above factors results in the necessary emergence of new philosophies of management like category management and a redefining of the range of the tools used in marketing, including sales promotions, which play an increasingly important role in total marketing budget of manufacturers.; To manage sales promotions the way intended by category management, one must better know their impact on different products and on the category. However, based on our knowledge, studies attempting to adopt this perspective are rare. Whereas traditional studied promotions are in the form of rebates, we are interested in two forms of in-store merchandising, product displays and feature advertising and trade promotions as products given gracefully to the retailer.; To measure the effects of these various promotions, an econometric modeling based on a panel of convenient stores belonging to five different banners over 82 weeks was used. The presence of sales promotions, sales of two promoted brands, as those of their category were followed in a beer manufacturer.; Results expose the category's dynamics: effects on the promoted brand, crossed-effects on the other brand, and those on category. The role of moderator played by the market share, the frequency and the target of promotions, and the banner where promotions are deployed are also approached.; These results will add to the grocery promotion body of knowledge, providing enrichment through the study of types of promotions little investigated until now and thanks to the category's perspective adopted. For manager, they reveal the category's dynamic and information to help him to supervise his marketing tactics.