IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v14y1995i3p271-299.html
   My bibliography  Save this article

Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why?

Author

Listed:
  • Gerard J. Tellis

    (University of Southern California)

  • Fred S. Zufryden

    (University of Southern California)

Abstract

We propose a model that seeks the optimal timing and depth of retail discounts with the optimal timing and quantity of the retailer's order over multiple brands and time periods. The model is based on an integration of consumer decisions in purchase incidence, brand choice and quantity with the dynamics of household and retail inventory. The major contribution of the model is that it shows how the optimum depth and timing of discount varies with key demand characteristics such as consumer stockpiling, loyalty, response to the marketing mix, and segmentation. In addition, the optima also vary with key supply characteristics such as retail margins, depth and frequency of manufacturer deals, retail inventory, and retagging costs. The most valuable contribution of the model is that it can provide an optimal discount strategy for multiple brands over multiple time periods. The optimization model runs on a user-friendly personal computer program. An application based on UPC scanner data illustrates the model's uses. Sensitivity analyses of the optimization model under alternative scenarios reveal novel insights as to how optimal discounts vary as a function of the key demand and supply characteristics.

Suggested Citation

  • Gerard J. Tellis & Fred S. Zufryden, 1995. "Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why?," Marketing Science, INFORMS, vol. 14(3), pages 271-299.
  • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3:p:271-299
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.14.3.271
    Download Restriction: no

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:14:y:1995:i:3:p:271-299. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc). General contact details of provider: http://edirc.repec.org/data/inforea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.