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| Marketing - Publicité - Promotion > Etude de marché sectorielle |
| Seasonal Profits: Managing the Marketing Cycle |
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€ 795,00 |
Editeur
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Business Insight |
Langue
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Anglais |
Date de publication : |
Janvier 1999 |
Taille du document : |
160 |
Autres informations : |
Description , Table des matières |
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| Présentation de l'étude de marché - Description & Table des matières |
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| Seasonal Profits: Managing the Marketing Cycle |
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The annual sales patterns of most products are affected by seasonal influences
ranging from holidays, such as Christmas and Easter, to the weather.
In addition, major sporting and cultural events, such as the Football World Cup
and movie launches provide further potential to generate excitement around products
and brands.
Historically, seasonal marketing has been a “big boys game”.
Supported by extensive budgets, industry leaders such as Coca-Cola have led the
development of the seasonal marketing mix portfolio.
As competition intensifies and seasonal strategies become more sophisticated,
success, if not survival, will become increasingly dependent on identifying and
developing the full range of tools of the seasonal marketing mix.
Seasonal Profits: Managing the Marketing Cycle comprises:
The Seasonal Year - The full set of yearly seasonal opportunities between
January and December is inventorised in a seasonal calendar, ranging from holidays
to recurring “lifestyle events”. The specific product opportunities
for each of these periods are analysed.
The Seasonal Marketing Mix - Product- (e.g. revitalisation of brands),
distribution- (e.g. off-trade point-of-sales) and price- and promotion-related
(e.g. extra free quantities) seasonal marketing strategies are examined, based
on a comprehensive analysis of seasonal marketing practices in the consumer goods
industry.
The Seasonal Leaders - Case studies and profiles ranging from UK retailers'
Christmas strategies, seasonal and gifting confectionery, liqueurs, spirits and
beer strategies to Coca-Cola and Hershey are used to illustrate “best practices”
in seasonal marketing.
The Seasonal Industry Survey - Reuters Business Insights survey maps out industry
opinion regarding the current importance of seasonal periods, drivers of seasonal
marketing activities, the relative importance of specific marketing mix tools
and how industry participants expect this to change in the next five years.
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CHAPTER 1: WHY SEASONAL MARKETING?
CHAPTER 2: SEASONAL STRATEGIES
CHAPTER 3: THE SEASONAL MARKETING YEAR
CHAPTER 4: SEASONAL LEADERS – LESSONS IN SEASONAL MARKETING
CHAPTER 5: SEASONAL EXPECTATIONS – INDUSTRY SURVEY RESULTS
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PPLSEN
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