Fast moving luxury goods

Positioning strategies for Scotch whisky in Thai department stores

Rujirutana Mandhachitara, Larry Lockshin

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

This paper examines the Scotch whisky market in Thai department stores over a two-year period and shows their importance to Thai retailing. The paper then finds that the category behaves as both a fast moving consumer goods market and as a luxury market. Product movement is rapid when compared to other luxury good categories and there is some evidence of discounting. The data, derived from a sample of weekly sales through 25 department stores over two years, show differences in distribution, merchandising, and pricing strategy across different chains. The paper concludes by looking at the potential causes of profit differences across these chains.

Original languageEnglish (US)
Pages (from-to)312-319
Number of pages8
JournalInternational Journal of Retail & Distribution Management
Volume32
Issue number6
DOIs
StatePublished - Jun 1 2004

Fingerprint

positioning
market
retailing
goods
Luxury goods
Positioning strategies
Department stores
profit
product
consumer goods
distribution
Merchandising
Discounting
Pricing strategy
Luxury
Retailing
Profit

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this

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Fast moving luxury goods : Positioning strategies for Scotch whisky in Thai department stores. / Mandhachitara, Rujirutana; Lockshin, Larry.

In: International Journal of Retail & Distribution Management, Vol. 32, No. 6, 01.06.2004, p. 312-319.

Research output: Contribution to journalArticle

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