Advertising Effectiveness during the Great Recession: the Case Study for Three FMCG Italian Food Categories

Freo, Marzia; Tassinari, Giorgio; Tono, Andrèe Giuseppina

doi:10.37394/23207.2020.17.36

Cited by 6 publications

(5 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The study by Freo et al [19] pays attention to the responses of consumers and enterprises to economic downturns. In particular, it examines how advertising activity as a marketing tool has been used to support the business during the downturn in the business cycle and whether advertising has led to significant additional sales growth by using autoregressive distributed lag models.…”

Section: Literature Reviewmentioning

confidence: 99%

Marketing Strategy Optimization in FMCG Market

Fareniuk¹

2022

BulEcon

View full text Add to dashboard Cite

The article contains the results of applying marketing mix modeling based on Data Science technologies for FMCG companies. The market share in packages (sales level) was modeled using regression analysis depending on the key elements of the marketing complex (price, place, promotion), seasonality and media activity of the competitors in all communication channels. Econometric modeling helps to assess the return of media investment by calculating the level of sales generated by media activity in each communication channel and comparing it with the level of media investment, respectively. The influence of distribution on the company’s position in the market and media efficiency has been studied in detail. There is a connection between distribution and media response: less distribution affects the decline in media performance, and vice versa. In conditions of low distribution, it is important to increase the presence in regional communication channels through media pressure in critical sales regions for FMCG brands and try to increase distribution levels nationally. The article contains an assessment of price sensitivity (elasticity) and recommendations for optimizing pricing policy to increase market share by volume or by value depending on the company’s goals. The price elasticity curve was determined by estimating the impact of the price index on the level of sales in packages and deals in money using econometric modeling and simulations of sales levels depending on different options of the price index vs competitors. Based on the research, recommendations for optimization of the marketing and media strategies to maximize sales of FMCG companies are formed. Marketing mix modeling and Data Science provide the most efficient ways to achieve business KPIs.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Marketing Strategy Optimization in FMCG Market

Fareniuk¹

2022

BulEcon

View full text Add to dashboard Cite

show abstract

“…A partir de la revisión de literatura, se identificaron solo dos estudios que encuentran una relación no significativa entre la marca y las variables de resultado (Freo et al, 2020;Pinochet et al, 2018). Sin embargo, estos estudios tienen periodos de observación que pueden considerarse cortos frente al resto de estudios.…”

Section: Origen De Los Datos Y Enfoques Metodológicos En Los Estudios...unclassified

“…En las publicaciones con relaciones de primer nivel se relaciona principalmente la marca con variables que tienen una relación directa con el ingreso o las ventas (Freo et al, 2020;Gerekan et al, 2019;Janoskova & Kliestikova, 2018) e intensión de compra (Jang et al, 2018;Ruiz-Real et al, 2018;Sanny et al, 2020;Surucu et al, 2020). Los autores que relacionaron la marca con la intensión de compra coinciden en que la confianza es un factor determinante en la intensión de compra.…”

Section: Relaciones De Primer Y Segundo Nivel Entre Las Marcas Y Los ...unclassified

La inversión en marcas y su relación con los resultados empresariales

Cardozo-Torres¹,

Méndez-Morales²,

Herrera³

2021

SUMNEG

View full text Add to dashboard Cite

Brands are an intangible asset with high strategic value for organisations. Although brands influence the market, the relationship between investment in these assets and the financial impact on firms is still not very clear. This article aims to understand the way in which the creation, management, and promotion of brands, as intangible assets, have on financial performance of firms, in the same direction, we wonder which are the variables mediating on that relationship. The paper presents a systematic review of the literature of the studies brought related to investment in brands and its impact on organisational performance between 2016 and 2020. The results show the studies refer to two-level relationships between brands and business results, that they use data from perception surveys and third-party databases, and that it has carried these studies out for developing countries. This review contributes with a look at future research directions in relation to investment in intangible assets and organisational performance.

show abstract

“…Faced with this situation, undertakings active in the markets for consumer goods with a high purchase intensity mostly reacted by means of strategies based on price reductions and promotions; conversely, most enterprises reduced their promotional advertising investments (Freo et al, 2020). Companies' marketing strategies in times of economic recession have been the subject of in-depth studies (Deleersnyder et al, 2009;Van Heerde et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

The effectiveness of marketing tools in a consumer goods market in Italy during the Great Recession (2010-2015)

Tassinari

Panarello

2021

Proceedings E Report

Self Cite

View full text Add to dashboard Cite

In the case of markets characterized by a stationary primary demand, the relevant dimension for measuring a company’s success is represented by market shares. The paper aims to build and comment on a model that gauges the competitive effects of marketing maneuvers on market shares, with reference to tea-based beverages in Italy in the period November 2010 – October 2015. This analysis will be instrumental in establishing the effectiveness of marketing policies based on promotions or advertising. We estimate such a model on weekly data provided by IRI Infoscan and Nielsen, involving the top five brands in the Italian market. After a descriptive analysis and a stationarity test, we estimate a Multinomial Logit model, making use of the Seemingly Unrelated Regressions method. The results allow us to identify the effectiveness of each brand’s marketing policies. Moreover, they enable us to derive the matrices of direct and cross elasticities of brands’ market shares with respect to the main marketing tools (price, promotions, distribution, advertising investments) and to compare basic and average market shares. Based on these results, it is therefore possible to identify the market’s competitive structure, revealing the most incisive factors to be price and weighted distribution, while advertising investments are significant in only a few cases and elasticities are remarkably low. The competitive structure appears to be of a horizontal type (i.e., cross elasticities do not vary greatly).

show abstract

Advertising Effectiveness during the Great Recession: the Case Study for Three FMCG Italian Food Categories

Cited by 6 publications

References 13 publications

Marketing Strategy Optimization in FMCG Market

Marketing Strategy Optimization in FMCG Market

La inversión en marcas y su relación con los resultados empresariales

The effectiveness of marketing tools in a consumer goods market in Italy during the Great Recession (2010-2015)

Contact Info

Product

Resources

About