Differences in retailer interfaces in assortment planning and communication strategies for homogenized baby food products

IF 1.9 Q2 AGRICULTURE, MULTIDISCIPLINARY

AIMS Agriculture and Food Pub Date : 2023-01-01 DOI:10.3934/agrfood.2023017

S. Massaglia, V. Merlino, Antonino Sparacino, Giulia Mastromonaco, D. Borra

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Abstract

This research analyzed the assortment size and depth, marketing characteristics, price policies and communication strategies in large-retail chains and online distributions for homogenized baby food. Comparisons of the assortment composition were made considering defined product categories based on the composition formula, specialty product, claims, product origin and packaging material. Prices differences were also assessed comparing the different retailer formats (supermarket, hypermarket, convenience store and discount). The main findings highlighted significant differences in the assortment planning decisions. In particular, direct sales seem to be more oriented towards providing a wide range of products together with more information on products healthiness and origin; online sales, on the other hand, focus its assortment planning decision on supplying products with high added value in composition and price: in fact, the extra communication of additional information regarding the product nutritional characteristics and certifications, as well as expert advice, characterized the majority of the explored websites. About the promotion, in the physical stores, more convenience packs have been used, while more discounts were applied directly to the online sale price. This research provides concrete tools to marketing managers to improve the planning and communication strategies of infant formula of homogenized products for a differentiated and successful sales policy. At the same time, producers can make a more informed and dynamic choice on the distribution chain that can best match the company's offer.

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同质化婴儿食品的分类规划和沟通策略中零售商界面的差异

本研究分析了同质化婴儿食品在大型零售连锁店和网络分销中的分类规模和深度、营销特点、价格政策和传播策略。根据成分配方、特殊产品、权利要求、产品原产地和包装材料的定义，对分类成分进行了比较。比较不同的零售商形式(超市、大卖场、便利店和折扣店)，也评估了价格差异。主要发现突出了分类计划决策的显著差异。特别是，直接销售似乎更倾向于提供广泛的产品，并提供更多关于产品健康和原产地的信息;另一方面，在线销售将其分类规划决策的重点放在提供成分和价格上具有高附加值的产品上:事实上，关于产品营养特性和认证以及专家建议的额外信息的额外沟通是大多数探索网站的特征。关于促销，在实体店，更多的使用了便利包，而更多的折扣直接应用到网上销售价格。本研究为营销管理者提供了具体的工具，以改进同质化产品的婴儿配方奶粉的策划和传播策略，以实现差异化和成功的销售政策。与此同时，生产商可以在分销链上做出更明智、更动态的选择，以最符合公司的报价。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AIMS Agriculture and Food AGRICULTURE, MULTIDISCIPLINARY-

CiteScore

3.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AIMS Agriculture and Food covers a broad array of topics pertaining to agriculture and food, including, but not limited to:  Agricultural and food production and utilization  Food science and technology  Agricultural and food engineering  Food chemistry and biochemistry  Food materials  Physico-chemical, structural and functional properties of agricultural and food products  Agriculture and the environment  Biorefineries in agricultural and food systems  Food security and novel alternative food sources  Traceability and regional origin of agricultural and food products  Authentication of food and agricultural products  Food safety and food microbiology  Waste reduction in agriculture and food production and processing  Animal science, aquaculture, husbandry and veterinary medicine  Resources utilization and sustainability in food and agricultural production and processing  Horticulture and plant science  Agricultural economics.