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Fast moving luxury goods: positioning strategies for Scotch whisky in Thai department stores

Rujirutana Mandhachitara (Assistant Professor, Long Island University, Brookville, New York, USA)
Larry Lockshin (Professor and Director of Wine Marketing, School of Marketing, University of South Australia, Adelaide, Australia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 June 2004

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.

Keywords

Citation

Mandhachitara, R. and Lockshin, L. (2004), "Fast moving luxury goods: positioning strategies for Scotch whisky in Thai department stores", International Journal of Retail & Distribution Management, Vol. 32 No. 6, pp. 312-319. https://doi.org/10.1108/09590550410538015

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited