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The Dairy Case Management Program: Does It Mooove More Milk?

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  • Schmit, Todd M.
  • Chung, Chanjin
  • Kaiser, Harry M.

Abstract

High increases in media advertising costs have caused a shift away from generic advertising to other promotional activities. A relatively new retail-level promotional activity is the Dairy Case Management Program aimed at improving the management, appearance, and operation of the dairy case. An evaluation of the Northwestern Hudson Valley Market program demonstrated increases in sales volume for both supermarkets/mass merchants and convenience/drug stores. However, the value of volume gains compared with program costs indicates a cost recovery time of over two years. Therefore, program success depends on the implementation of a long-run strategy with continual evaluation.
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  • Schmit, Todd M. & Chung, Chanjin & Kaiser, Harry M., 2006. "The Dairy Case Management Program: Does It Mooove More Milk?," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 21(2), pages 1-6.
    • Handle: RePEc:ags:aaeach:94419
    DOI: 10.22004/ag.econ.94419
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    File URL: https://ageconsearch.umn.edu/record/94419/files/21-2%20111-116.pdf
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    References listed on IDEAS

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    1. McLaughlin, Edward W. & Hawkes, Gerard F., 1994. "Category Management: Current Status and Future Outlook," EB Series 186304, Cornell University, Department of Applied Economics and Management.
    2. Schmit, Todd M. & Dong, Diansheng & Chung, Chanjin & Kaiser, Harry M. & Gould, Brian W., 2002. "Identifying The Effects Of Generic Advertising On The Household Demand For Fluid Milk And Cheese: A Two-Step Panel Data Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(1), pages 1-22, July.
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    Cited by:

    1. Adam, Abdulfatah & Jensen, Jørgen D. & Sommer, Iben & Hansen, Gitte L., 2017. "Does shelf space management intervention have an effect on calorie turnover at supermarkets?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 311-318.
    2. Chanjin Chung & Todd M. Schmit & Diansheng Dong & Harry M. Kaiser, 2007. "Economic evaluation of shelf-space management in grocery stores," Agribusiness, John Wiley & Sons, Ltd., vol. 23(4), pages 583-597.

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