This article addresses the demand and challenges for local brand milk and focuses on the marketing strategies for retail promotion. While federal and state government make efforts to promote local food purchases and consumption at the farm level, local foods face significant distribution challenges in grocers, especially in larger retail stores. Limited shelf space and high pricing by retailers impedes consumers’ purchases and results in weak competitiveness for local brands. Therefore, it is essential for local producers and “buy local” programs to understand what types of promotion and marketing strategies might be more effective in stimulating demand in retail outlets. Using 2010‐2011 Nielsen Retail Scanner data in the Northeast region, we estimate a random‐coefficient discrete choice model of demand to determine the effects of nutritional characteristics, price, packaging, and distribution strategies on the consumers’ choice to purchase locally branded milk. Results show that local brand milk faces significant demand challenges in addition to high prices and limited outlets in competing with lower‐priced products. Marketing strategies, such as price cut, one‐gallon package offering, and expanded presence in retail stores, can significantly stimulate the demand for locally branded milk, with one‐gallon package offering being the most effective strategy.

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本地品牌牛奶零售促销中的需求，挑战和营销策略

本文解决了本地品牌牛奶的需求和挑战，并着重于零售促销的营销策略。在联邦和州政府努力促进农场一级购买和购买本地食品的同时，本地食品在杂货店，尤其是大型零售商店中面临着巨大的分销挑战。有限的货架空间和零售商的高定价阻碍了消费者的购买，并导致本地品牌的竞争力减弱。因此，对于本地生产商和“购买本地”计划而言，了解哪种类型的促销和营销策略可能更有效地刺激零售店的需求至关重要。使用东北地区的2010‐2011 Nielsen零售扫描仪数据，我们估计需求的随机系数离散选择模型，以确定营养特性，价格，包装和分配策略对消费者选择购买本地品牌牛奶的影响。结果表明，除了高价格和与低价产品竞争的销售渠道有限外，本地品牌牛奶还面临着巨大的需求挑战。降价，单加仑包装的产品以及在零售商店中的扩张等营销策略可以极大地刺激对本地品牌牛奶的需求，其中单加仑包装的产品是最有效的策略。结果表明，除了高价格和与低价产品竞争的销售渠道有限外，本地品牌牛奶还面临着巨大的需求挑战。降价，单加仑包装的产品以及在零售商店中的扩张等营销策略可以极大地刺激对本地品牌牛奶的需求，其中单加仑包装的产品是最有效的策略。结果表明，除了高价格和与低价产品竞争的销售渠道有限外，本地品牌牛奶还面临着巨大的需求挑战。降价，单加仑包装的产品以及在零售商店中的扩张等营销策略可以极大地刺激对本地品牌牛奶的需求，其中单加仑包装的产品是最有效的策略。