‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Tese |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/27210 |
Resumo: | In response to consumers’ sugar-related health concerns, as well as high government taxes on sugar products, manufacturers can respond by launching non-sugar carbonated soft drinks. A challenge to soft drink manufacturers and retailers, besides developing these products, is to elaborate in-store marketing in order to generate a better sales response. Even more challenging is selecting the most effective in-store marketing mix according to different economic business cycles (expansion and recession), which often change in emerging markets. This study aims to identify the effectiveness of marketing mix elements – such as price, distribution, promotion communication, and promotion exhibition – for diet carbonated drinks in relation to market share. The elements are evaluated considering different business cycles (expansionary and recessionary), as well as the immediate and persistent effects. The Nielsen database and Brazilian macroeconomic data were employed covering a 47-month period to evaluate market share effects in the short and long term. A panel vector autoregression analysis and impulse response model were employed. The main results showed that the effectiveness of in-store marketing presents different results according to business cycles. In an expansionary business cycle, distribution is the most effective in-store toll for immediate and cumulative response; in a recessionary one, display and price are the most effective approaches in the short term, and display and special offers are the most effective in the long term. |
id |
FGV_eb0ae3671a8779780bcf331ff09e5e36 |
---|---|
oai_identifier_str |
oai:repositorio.fgv.br:10438/27210 |
network_acronym_str |
FGV |
network_name_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
repository_id_str |
3974 |
spelling |
Ferreira, Viviane Moura RochaEscolas::EAESPGuissoni, Leandro AngottiCrescitelli, EdsonSpers, Eduardo EugênioPonchio, Mateus CanniattiZambaldi, Felipe2019-03-18T14:08:35Z2019-03-18T14:08:35Z2019-02-07http://hdl.handle.net/10438/27210In response to consumers’ sugar-related health concerns, as well as high government taxes on sugar products, manufacturers can respond by launching non-sugar carbonated soft drinks. A challenge to soft drink manufacturers and retailers, besides developing these products, is to elaborate in-store marketing in order to generate a better sales response. Even more challenging is selecting the most effective in-store marketing mix according to different economic business cycles (expansion and recession), which often change in emerging markets. This study aims to identify the effectiveness of marketing mix elements – such as price, distribution, promotion communication, and promotion exhibition – for diet carbonated drinks in relation to market share. The elements are evaluated considering different business cycles (expansionary and recessionary), as well as the immediate and persistent effects. The Nielsen database and Brazilian macroeconomic data were employed covering a 47-month period to evaluate market share effects in the short and long term. A panel vector autoregression analysis and impulse response model were employed. The main results showed that the effectiveness of in-store marketing presents different results according to business cycles. In an expansionary business cycle, distribution is the most effective in-store toll for immediate and cumulative response; in a recessionary one, display and price are the most effective approaches in the short term, and display and special offers are the most effective in the long term.Em resposta à crescente preocupação dos consumidores com doenças relacionadas a ingestão de açúcar, assim como, a aplicação de sobretaxas aplicadas pelo governo em produtos com alto teor de açúcar, a indústria respondeu intensificando o lançamento de refrigerantes sem açúcar. Além do desenvolvimento de novos produtos, outro desafio – tanto para a indústria, quanto para o varejo – é elaborar ações envolvendo o marketing mix, dentro do ponto de venda, que obtenham a melhor resposta em vendas (market share). Ainda mais desafiador é selecionar a ação mais efetiva no ponto de venda (marketing mix) de acordo com os diferentes ciclos econômicos (expansão e recessão), característicos de mercados emergentes. Este estudo tem como objetivo identificar a efetividade das ações de marketing mix – como preço, distribuição, promoção em comunicação e exibição do produto – para refrigerantes diet e a sua resposta em vendas (market share). Os elementos são avaliados considerando diferentes ciclos econômicos (expansão e recessão), assim como os efeitos imediatos e cumulativos. Foram utilizadas bases de dados da Nielsen, em conjunto com dados de indicadores macroeconômicos do mercado brasileiro, cobrindo o período de 47 meses para avaliar os efeitos de curto e longo prazo. Um painel de vetores autoregressivos, assim como a função de impulso-resposta foram empregados para avaliar os dados. Dentre os principais resultados apresentados, a efetividade das ações no PDV (marketing mix) se apresenta de forma distinta de acordo com o ciclo econômico. Em ciclos econômicos de expansão, a distribuição é a ferramenta mais efetiva tanto avaliando o efeito imediato, quanto o cumulativo; enquanto na recessão, display e o preço se apresentam como ferramentas mais efetivas no curto prazo, e display e ofertas especiais são as mais efetivas no longo prazo.engIn-store marketingProduct strategyBusiness cycleVARNon-sugarEmerging marketsMarketing no ponto de vendaEstratégia de produtoSem açúcarCiclo econômicoMercados emergentesAdministração de empresasRefrigerantesMarketingComércio varejistaVendas - PromoçãoHábitos alimentares‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging marketinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVTEXTTese_Viviane_150319.pdf.txtTese_Viviane_150319.pdf.txtExtracted texttext/plain101043https://repositorio.fgv.br/bitstreams/182c0573-1936-4cd2-baf3-515eac6d16d0/download46479ca098c2b4cd604833cb9570623dMD58ORIGINALTese_Viviane_150319.pdfTese_Viviane_150319.pdfPDFapplication/pdf2255584https://repositorio.fgv.br/bitstreams/64b8d37d-87df-4d7b-80ca-a4cc95176e80/downloadc7ad125cbc5c19a1c362423b048939c4MD54LICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/00677e89-7f75-4099-981a-52b22705fd57/downloaddfb340242cced38a6cca06c627998fa1MD55THUMBNAILTese_Viviane_150319.pdf.jpgTese_Viviane_150319.pdf.jpgGenerated Thumbnailimage/jpeg2705https://repositorio.fgv.br/bitstreams/bdc499ee-a00c-4b0f-9283-8241fa7981db/download04fa727f9694a38c55756a999db7f3f5MD5910438/272102023-11-27 12:35:54.9open.accessoai:repositorio.fgv.br:10438/27210https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742023-11-27T12:35:54Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)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 |
dc.title.eng.fl_str_mv |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
title |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
spellingShingle |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market Ferreira, Viviane Moura Rocha In-store marketing Product strategy Business cycle VAR Non-sugar Emerging markets Marketing no ponto de venda Estratégia de produto Sem açúcar Ciclo econômico Mercados emergentes Administração de empresas Refrigerantes Marketing Comércio varejista Vendas - Promoção Hábitos alimentares |
title_short |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
title_full |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
title_fullStr |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
title_full_unstemmed |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
title_sort |
‘Less sugar and more sales' - the effects of in-store marketing of diet products during economic expansion and contraction cycles in an emerging market |
author |
Ferreira, Viviane Moura Rocha |
author_facet |
Ferreira, Viviane Moura Rocha |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Guissoni, Leandro Angotti Crescitelli, Edson Spers, Eduardo Eugênio Ponchio, Mateus Canniatti |
dc.contributor.author.fl_str_mv |
Ferreira, Viviane Moura Rocha |
dc.contributor.advisor1.fl_str_mv |
Zambaldi, Felipe |
contributor_str_mv |
Zambaldi, Felipe |
dc.subject.eng.fl_str_mv |
In-store marketing Product strategy Business cycle VAR Non-sugar Emerging markets |
topic |
In-store marketing Product strategy Business cycle VAR Non-sugar Emerging markets Marketing no ponto de venda Estratégia de produto Sem açúcar Ciclo econômico Mercados emergentes Administração de empresas Refrigerantes Marketing Comércio varejista Vendas - Promoção Hábitos alimentares |
dc.subject.por.fl_str_mv |
Marketing no ponto de venda Estratégia de produto Sem açúcar Ciclo econômico Mercados emergentes |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Refrigerantes Marketing Comércio varejista Vendas - Promoção Hábitos alimentares |
description |
In response to consumers’ sugar-related health concerns, as well as high government taxes on sugar products, manufacturers can respond by launching non-sugar carbonated soft drinks. A challenge to soft drink manufacturers and retailers, besides developing these products, is to elaborate in-store marketing in order to generate a better sales response. Even more challenging is selecting the most effective in-store marketing mix according to different economic business cycles (expansion and recession), which often change in emerging markets. This study aims to identify the effectiveness of marketing mix elements – such as price, distribution, promotion communication, and promotion exhibition – for diet carbonated drinks in relation to market share. The elements are evaluated considering different business cycles (expansionary and recessionary), as well as the immediate and persistent effects. The Nielsen database and Brazilian macroeconomic data were employed covering a 47-month period to evaluate market share effects in the short and long term. A panel vector autoregression analysis and impulse response model were employed. The main results showed that the effectiveness of in-store marketing presents different results according to business cycles. In an expansionary business cycle, distribution is the most effective in-store toll for immediate and cumulative response; in a recessionary one, display and price are the most effective approaches in the short term, and display and special offers are the most effective in the long term. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-03-18T14:08:35Z |
dc.date.available.fl_str_mv |
2019-03-18T14:08:35Z |
dc.date.issued.fl_str_mv |
2019-02-07 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/27210 |
url |
http://hdl.handle.net/10438/27210 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/182c0573-1936-4cd2-baf3-515eac6d16d0/download https://repositorio.fgv.br/bitstreams/64b8d37d-87df-4d7b-80ca-a4cc95176e80/download https://repositorio.fgv.br/bitstreams/00677e89-7f75-4099-981a-52b22705fd57/download https://repositorio.fgv.br/bitstreams/bdc499ee-a00c-4b0f-9283-8241fa7981db/download |
bitstream.checksum.fl_str_mv |
46479ca098c2b4cd604833cb9570623d c7ad125cbc5c19a1c362423b048939c4 dfb340242cced38a6cca06c627998fa1 04fa727f9694a38c55756a999db7f3f5 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810023647544344576 |