Market Strategies in Branded Dairy Product Markets
Ronald Cotterill () and
Lawrence E. Haller
No 25149, Research Reports from University of Connecticut, Food Marketing Policy Center
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.
Keywords: Agribusiness; Industrial Organization; Livestock Production/Industries; Marketing (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5) Track citations by RSS feed
Downloads: (external link)
Working Paper: Market Strategies in Branded Dairy Product Markets (1994)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ags:uconnr:25149
Access Statistics for this paper
More papers in Research Reports from University of Connecticut, Food Marketing Policy Center Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().