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Doorstep delivery — will it survive? *
Author(s) -
Blake Frank
Publication year - 1988
Publication title -
international journal of dairy technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.061
H-Index - 53
eISSN - 1471-0307
pISSN - 1364-727X
DOI - 10.1111/j.1471-0307.1988.tb00612.x
Subject(s) - business , product (mathematics) , marketing , quality (philosophy) , service (business) , container (type theory) , industrial organization , commerce , engineering , mechanical engineering , philosophy , geometry , mathematics , epistemology
This paper examines the prospects for continued largescale doorstep milk delivery. It considers the factors behind reduced doorstep sales and notes some of the responses which the industry has made in its changing market. In contemplating the future, the paper reviews, in turn, the components of the consumer offer: the range, quality and packaging of product, the four major elements of customer service and the issue of price. It also emphasizes the essential role of the returnable container. Finally, it considers the additional need to communicate with customers. It proposes for this purpose the establishment of a joint marketing company to create and promote a national doorstep brand for milk, and to apply higher uniform standards of service.