Date of Award

1982

Document Type

Thesis

Degree Name

Master of Science

Department

Business

First Advisor

Jack Kirk

Second Advisor

Don Kassing

Third Advisor

Patrick Land

Abstract

The subject discussed in this paper is the value of using in-store marketing techniques to sell more Brewers beer than would be sold by relying solely on additional advertising. This additional advertising would in effect create what is termed media pull in motivating the consumer to buy more Brewers beer. The effectiveness of additional media support was compared to a sales promotion with reseller merchandising and display effort. This comparison was made by conducting two field experiments.

The methodology used was conducting two price promotions on Brewers twelve-packs. Both sample display stores as well as non-displaying control stores were selected using a sales volume criterion. Displays of Brewers twelve-packs were constructed in accounts using current point-of-sale displays showing the reduced twelve-pack price and located in the best store traffic location possible. The cost of running these promotions was then related to additional media that would be able to be purchased for the same dollar investment. It was then assumed that an equal increase in sales would result from this media increase. The additional media sales were computed and then compared to the in-store marketing sales which resulted in the following conclusions.

First, it was shown in the two field studies that stores displaying Brewers twelve-packs sold more than those stores, with a similar sales potential, who did not display. Second, the money invested in the price deal promotion produced the better sales results. This was verified by running at-test on the data.

The final conclusion of this project substantiates the hypothesis as being correct. In-store marketing will sell more Brewers beer than relying on media pull strategy alone.

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