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

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  • Schmit, Todd M.
  • 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.

Suggested Citation

  • Schmit, Todd M. & Kaiser, Harry M., 2004. "The Dairy Case Management Program: Does It Mooove More Milk?," 2004 Annual meeting, August 1-4, Denver, CO 20317, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea04:20317
    DOI: 10.22004/ag.econ.20317
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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. 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.
    2. 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.

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