| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 96 === The purpose of this paper is to investigate the sales promotion strategy for the fiercely competition Fast Moving Consumer Goods (FMCG) industry. The sales promotion strategies are classified into four vehicles: Advertising, Trade promotion, Personal selling and Consumer promotion, and the marketing channels are limited to three main outlets: Post exchange (PX), Key account (KA) and General trade (GT). The culinary category has covered five sub-categories: Bouillon, Seasoning, Sauce, Soup and Jelly. This study tries to provide a decision framework for company in identifying the relationship among sale promotion, promotion expense, marketing channel and categories difference.
The result suggests that product category has no moderating effect on promotion expense and product sales, while the channel has partial moderating effect on promotion expense. The soup in GT channel has moderate effect on consumer promotion, and the effect is positive on sales performance. Other sub-category such as seasoning has negative effect of sales performance.
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