標題: Optimal promotional strategy for intra-category cross-selling An application to culinary products in Taiwan
作者: Tang, Ying-Chan
Wang, Yu-Mei
Huang, Jiun-Yan
經營管理研究所
Institute of Business and Management
關鍵字: Budget allocation;Fast-moving consumer goods;Promotional strategy
公開日期: 2014
摘要: Purpose - The aim of this paper is to investigate an optimal promotional strategy of intra-category cross-selling on culinary products for the fiercely competitive, fast-moving consumer goods (FMCG) industry. Design/methodology/approach - A linear regression model and a Markov switching autoregressive model is used, that incorporates a retailing demand process to capture a nonlinear structure among promotional budget allocation, and evaluate promotional performance, and optimal promotional frequency within a given time span. Three product categories are applied with 39 months of time-series data from a multinational packaged food company in Taiwan. Findings - The result shows that most previous decisions on promotional budget allocation are non-optimal - most promotional investments were either extended too long or allocated too low in stimulating sales. Research limitations/implications - This study suggests implications for the brand or category manager in removing such non-optimal promotional policies. Originality/value - Previous promotional investment is evaluated by comparing the changes in promotional budget allocation. Markov's switching feedback rules are then applied to determine the proper length of equilibrium state with and/or without promotion. Finally, effective decision rules on magnitude, duration, and frequency of intra-category promotional strategy are induced.
URI: http://hdl.handle.net/11536/23632
http://dx.doi.org/10.1108/BFJ-12-2011-0306
ISSN: 0007-070X
DOI: 10.1108/BFJ-12-2011-0306
期刊: BRITISH FOOD JOURNAL
Volume: 116
Issue: 1
起始頁: 80
結束頁: 90
顯示於類別:期刊論文


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