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Successful retail marketing of branded, niche milks
Author(s) -
O'SULLIVAN ANTHONY C
Publication year - 1995
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.1471-0307.1995.tb02480.x
Subject(s) - business , marketing , product (mathematics) , promotion (chess) , niche , chemistry , biochemistry , geometry , mathematics , politics , political science , law
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 nichelluxury dairy products .