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Fast moving luxury goods: positioning strategies for Scotch whisky in Thai department stores

Fast moving luxury goods: positioning strategies for Scotch whisky in Thai department stores This paper examines the Scotch whisky market in Thai department stores over a two‐year period and shows their importance to Thai retailing. The paper then finds that the category behaves as both a fast moving consumer goods market and as a luxury market. Product movement is rapid when compared to other luxury good categories and there is some evidence of discounting. The data, derived from a sample of weekly sales through 25 department stores over two years, show differences in distribution, merchandising, and pricing strategy across different chains. The paper concludes by looking at the potential causes of profit differences across these chains. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Fast moving luxury goods: positioning strategies for Scotch whisky in Thai department stores

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550410538015
Publisher site
See Article on Publisher Site

Abstract

This paper examines the Scotch whisky market in Thai department stores over a two‐year period and shows their importance to Thai retailing. The paper then finds that the category behaves as both a fast moving consumer goods market and as a luxury market. Product movement is rapid when compared to other luxury good categories and there is some evidence of discounting. The data, derived from a sample of weekly sales through 25 department stores over two years, show differences in distribution, merchandising, and pricing strategy across different chains. The paper concludes by looking at the potential causes of profit differences across these chains.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 1, 2004

Keywords: Fast moving consumer goods; Spirits; Alcoholic drinks; Department stores; Product positioning; Thailand

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