Successful retail marketing of branded, niche milks

被引：0

作者：

OSullivan, AC ^{[1
]}

机构：

[1] QUAL MILK PRODUCERS LTD,GOLD TOP CTR,CHESHAM HP5 2JY,BUCKS,ENGLAND

来源：

JOURNAL OF THE SOCIETY OF DAIRY TECHNOLOGY | 1995年 / 48卷 / 04期

关键词：

D O I：

暂无

中图分类号：

TS2 [食品工业];

学科分类号：

0832 ;

摘要：

This paper discusses the three, interrelated essentials for successful marketing at retail level of branded, niche milks, using a branded product as a case study. Each of these three requirements-product premium, product positioning and product promotion-are discussed in detail, supported by actual marketplace experiences. In particular, a range of innovative promotional activities is highlighted; and their contribution to the significant sales growth of a new branded milk is evidenced. It is contended that these three marketing requirements for milks apply equally well to all other niche/luxury dairy products.

引用

页码：117 / 122

页数：6