An Analysis of the Impact of CBL’s Trade Marketing Strategies on In-Store Brand Visibility in Colombo, Sri Lanka
Wellagiriya, Nipuni (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121536805
https://urn.fi/URN:NBN:fi:amk-2025121536805
Tiivistelmä
In-store brand visibility is crucial for consumer attention and purchase behavior. They are very delicate in the highly competitive Fast-Moving Consumer Goods (FMCG) industry. To increase product visibility at stores, trade marketing strategies are frequently used. However, very little research has been done in Sri Lanka to assess whether these tactics are effective in raising actual in-store visibility. This paper, thus, examined how trade marketing policies would influence the in-store brand awareness within the chosen retail outlets in the city of Colombo in Sri Lanka with a particular review of the case of Ceylon Biscuits Limited (CBL).
A qualitative case study methodology was used to gain in-depth knowledge of the trade marketing implementation and its visibility results. The main data were gathered in the form of semi-structured managerial interviews carried out by telephone and online, and qualitative customer questionnaires were sent out by email. Convenience sampling was used to collect consumer insights. Five shoppers were chosen for this. As sources of secondary data, internal visibility on guidelines and trade marketing-related documents were used. They were analyzed as a thematic analysis to show some patterns and recurrent tendencies concerning planning, effectiveness of execution, retailer coordination, and visibility perception by consumers.
The results show that trade marketing practices had a significant impact on the in-store brand visibility based on shelf position, the number of facings, display prominence, and POS material execution. Customer experience was considered one of the critical mediating variables between visibility and purchase behavior, because visibility influenced ease of recognition, emotional involvement, and brand recall.
A qualitative case study methodology was used to gain in-depth knowledge of the trade marketing implementation and its visibility results. The main data were gathered in the form of semi-structured managerial interviews carried out by telephone and online, and qualitative customer questionnaires were sent out by email. Convenience sampling was used to collect consumer insights. Five shoppers were chosen for this. As sources of secondary data, internal visibility on guidelines and trade marketing-related documents were used. They were analyzed as a thematic analysis to show some patterns and recurrent tendencies concerning planning, effectiveness of execution, retailer coordination, and visibility perception by consumers.
The results show that trade marketing practices had a significant impact on the in-store brand visibility based on shelf position, the number of facings, display prominence, and POS material execution. Customer experience was considered one of the critical mediating variables between visibility and purchase behavior, because visibility influenced ease of recognition, emotional involvement, and brand recall.