Is Category Expansion a Realistic Long-Term Objective for Established Brands?
Dunn, S, Graham, C, Tanusondjaja, A and Nenycz-Thiel, M (2020). Is Category Expansion a Realistic Long-Term Objective for Established Brands? 2020 Academy of Marketing Science World Marketing Congress Brisbane, Australia. Brisbane Australia 14 - 17 Jul 2020
|Dunn, S, Graham, C, Tanusondjaja, A and Nenycz-Thiel, M
How often do established CPG categories expand following a period of stationarity? To what extent can the levers under manufacturer control bring about persistent growth in total category value? The authors explore these questions in order to test the commonly held assertion that brand leaders in established markets can grow sales by expanding total category demand. Findings from a study of US household panel data describing the purchasing of nearly 500 small and large categories by 60,000 households over a nine-year period are presented. The observations focus on the growth impact of three sales levers, category penetration, purchase volume per buyer, and price per volume paid, in various strategic windows ranging from one to nine years.
|Category Growth, Long-Term, Panel, Penetration, Consumption, Value
|Accepted author manuscript
File Access Level
|14 Jul 2020
|Publication process dates
|23 Dec 2019
|07 Jan 2020
|Web address (URL) of conference proceedings
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