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Long term Brand Development vs. Short term Business Targets: An analysis of 10 years of Price Promotions in the Brand Food Product Sector

Gallagher, Damian and Gilmore, Audrey (2012) Long term Brand Development vs. Short term Business Targets: An analysis of 10 years of Price Promotions in the Brand Food Product Sector. Journal of Strategic Marketing, 20 (7). pp. 609-624. [Journal article]

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URL: http://www.tandfonline.com/doi/ref/10.1080/0965254X.2012.717540

DOI: 10.1080/0965254X.2012.717540

Abstract

Although the importance of taking a long-term perspective in the development of brands is well recognised, short-term price promotion is increasingly used for manufacturer-branded products within the food industry. There has been limited discussion in the literature regarding the long-term consequences and value of price promotion for food brands and food manufacturers. This paper presents the findings from a study of one of Europe's largest food brand manufacturers in the convenience food sector. The research was carried out in two stages. Stage 1 investigated the level and use of price promotions of a leading product brand over a 10-year period from 2000 to 2009. Stage 2 involved in-depth interviews with the key managers involved in the development, marketing and branding of this food brand to ascertain their perceptions and opinions in relation to the findings from Stage 1. The findings illustrate that over half of the sales growth in the period under study came from additional price-promotional activity. Prior to the study the managers appeared to be unaware of the overall impact on the core rate of sale during the 10-year period. Key implications in relation to balancing long-term brand objectives and short-term organisational objectives are discussed.

Item Type:Journal article
Keywords:food marketing, food brands, price promotions, mixed methods
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School > Department of Business and Enterprise
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:33599
Deposited By: Dr Damian Gallagher
Deposited On:15 Mar 2016 11:45
Last Modified:15 Mar 2016 11:45

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