すだち

販売促進

関連販売

Tokushima

Sudachi

In-Store Promotion

Sales Promotion

Cross-Merchandising

研究の概要(英文)：This research note presents the planning and implementation process of three years-long joint project of Tokushima Sudachi Promotion, which has been organized by authors (Hanabata and Ogawa) and the JA Tokushima (Tokushima Sudachi-Yuko Consortium) and Tokushima Prefecture in Japan. The chapter 1 describes the pre-planning process of “Sudachi Promotion,” which the first author (Hanabata, a graduate student at that time, presently a marketing consultant) had developed under the guidance of the second author (professor Ogawa of Hosei Graduate School of Innovation Management) in 2008. The project proposed was submitted to the agricultural department of Tokushima Prefecture, and subsequently consulted with the produce department of a regional supermarket chain Yaoko Co., Ltd., based on Saitama prefecture for introduction. In chapater 2, we describes the first year (2009)’s in-store promotion, which has been planned and conducted in the Kamisa to store of Yaoko. The Sudachi promotion has two distinguished styles: one in which sales persons are placed for shoppers’ tasting of sudachi called“full-supported sales scheme” another in which only pre-packed sudachi can be displayed without salespersons called “self- service sale scheme”. A promotion plan was carried out by “full-supported sale scheme” at Kamisato store, which was selected for test marketing in 2009. At the same time, other two stores, which belong to the Takasaki area of Gunma prefecture, conducted for “self-service sale scheme”. We report the sales reports of both types of Sudachi promotion activities. Based on the experience in 2009, we slightly changed the promotional plan in 2010, i.e., the way of demonstration sale has been improved, and the promotion was extensively conducted at four stores including two flagship stores located in Saitama prefecture. Compared with 2009’s results, some of marketing insights could be found for introduction of in-store promotion. The chapter 4 summarizes the results of the whole process of Sudachi promotion and remarks the challenges for future.

209 地域研究センター ＞ 紀要 ＞ 地域イノベーション：JRPS：journal for regional policy studies ＞ 4