IDEAS home Printed from
   My bibliography  Save this paper

Market Strategies in Branded Dairy Product Markets


  • Ronald W. Cotterill
  • Lawrence E. Haller


This paper documents the extent of cooperative penetration into branded dairy product markets and presents case study evidence on competitive strategies in the skim/low fat milk, whole milk, cottage cheese, butter, margarine, and ice cream markets. We employ data for 51 local market areas from the Information Resources, Inc. "Supermarket Review" data base for 1988 and 1989. Using national data, we identify the twenty top brands (by volume sales) and all cooperatives that market one or more brands in each of the above categories, and report their national market shares, averages prices, number of local markets in which they are sold, and a summary of their local rankings. Using local data for selected brands, we graphically analyze how prices, quantities, and shares change over time in particular markets. We find that cooperatives have much stronger positions in local markets than their national market shares indicate. When looking at the brand share-price relationships for particular brands across local markets, we find examples of positive, negative, and no relationships.

Suggested Citation

  • Ronald W. Cotterill & Lawrence E. Haller, 1994. "Market Strategies in Branded Dairy Product Markets," Food Marketing Policy Center Research Reports 023, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  • Handle: RePEc:zwi:fpcrep:023

    Download full text from publisher

    File URL:
    Download Restriction: no

    Other versions of this item:

    References listed on IDEAS

    1. Connor, John M & Peterson, Everett B, 1997. "Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products: Reply," Journal of Industrial Economics, Wiley Blackwell, vol. 45(2), pages 225-226, June.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Haller, Lawrence E. & Cotterill, Ronald W., 1996. "Evaluating Traditional Share-Price and Residual Demand Measures of Market Power in the Catsup Industry," Research Reports 25193, University of Connecticut, Food Marketing Policy Center.
    2. Francesco Torrisi & Gianluca Stefani & Chiara Seghieri, 2006. "Use of scanner data to analyze the table wine demand in the Italian major retailing trade," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 391-403.
    3. Andrew W. Franklin & Ronald W. Cotterill, 1994. "Pricing and Market Strategies in the National Branded Cheese Industry," Food Marketing Policy Center Research Reports 026, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    4. Cotterill, Ronald W., 1997. "The Performance of Agricultural Marketing Cooperatives in Differentiated Product Markets," Journal of Cooperatives, NCERA-210, vol. 12.
    5. Cotterill, Ronald W., 1994. "Scanner Data: New Opportunities For Demand And Competitive Strategy Analysis," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(2), October.
    6. Junko Kinoshita & Nobuhiro Suzuki & Tamotsu Kawamura & Yasuhito Watanabe & Harry M. Kaiser, 2001. "Estimating own and cross brand price elasticities, and price-cost margin ratios using store-level daily scanner data," Agribusiness, John Wiley & Sons, Ltd., vol. 17(4), pages 515-525.


    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:zwi:fpcrep:023. 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: (). General contact details of provider: .

    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.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with 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.