Efectos de la promoción de ventas en el largo plazo en Marcas de Fabricante y Marcas de Distribución en la categoría de bebidas energéticas
Year: 2010
Type: article
Abstract: In this research, the authors analyze the different types of promotion used by National Brand and Private Label and the long-run effects on sales on both categories. The analysis focusses on the promotional activity undertaken by the leading brands of energy drinks that operate in the domestic market. The survey, based on scanner data al store-level in a series which covers 7 years, provides almost all of the history of the category. In this sub-segment of beverages, there have been significant increases in sales in recent years and the brands managed by the retailer has to more than half the market share in the super and hyper channels, overcoming the volume from leading brand in 2004. However the study shows that the effect of promotions in the category in question is less intense in the Private Label than in the National Brand, and that not all the promotion types tested have the same effect, being the display and feature that have an impact higher sales.
Institution: ESIC Business & Marketing School
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W6095693