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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.

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