We analyze empirical aspects of the limited-time product strategy—introduction of a new product that is available only for a limited time—that involves the use of umbrella branding. Despite the popularity of such a marketing strategy in many consumer packaged goods categories, little empirical work has studied how consumers react to this scarcity marketing in their actual choices. We use individual-level transaction data from the beer market and model consumers’ beer purchases using a multiple discrete-continuous choice model. The proposed model captures the patterns of consumer choices in response to the limited-time product and the asymmetric sales spillover effects between a parent product and a limited-time subproduct. Using the model estimates, we quantify the effects of incorporating a product’s limited-time nature and adopting an umbrella brand for a limited-time product. Our analyses indicate that (1) the product’s limited-time nature is associated with a rapid jump in demand in the launching period; (2) the return from store coverage for limited-time products decreases over time; and (3) umbrella branding for limited-time products increases the brand-level demand despite the cannibalization of the sales of a parent product. Managerial implications about the nature of perceived scarcity associated with the limited-time product and the effective targeting and distribution strategy are discussed.

我们分析了限时产品策略的经验方面——推出仅在有限时间内可用的新产品——这涉及使用伞形品牌。尽管这种营销策略在许多消费品类别中很受欢迎，但很少有实证研究研究消费者在实际选择中对这种稀缺营销的反应。我们使用来自啤酒市场的个人级交易数据，并使用多重离散连续选择模型对消费者的啤酒购买进行建模。所提出的模型捕捉消费者选择模式以响应限时产品以及母产品和限时子产品之间的不对称销售溢出效应。使用模型估计，我们量化了结合产品的限时性质和为限时产品采用伞形品牌的效果。我们的分析表明：（1）产品的限时性质与发布期间需求的快速增长有关；(2) 限时产品的商店覆盖率随着时间的推移而减少；(3) 限时产品的伞形品牌虽然会蚕食母产品的销售，但仍增加了品牌层面的需求。讨论了与限时产品相关的感知稀缺性的管理含义以及有效的定位和分销策略。(2) 限时产品的商店覆盖率随着时间的推移而减少；(3) 限时产品的伞形品牌虽然会蚕食母产品的销售，但仍增加了品牌层面的需求。讨论了与限时产品相关的感知稀缺性的管理含义以及有效的定位和分销策略。(2) 限时产品的商店覆盖率随着时间的推移而减少；(3) 限时产品的伞形品牌虽然会蚕食母产品的销售，但仍增加了品牌层面的需求。讨论了与限时产品相关的感知稀缺性的管理含义以及有效的定位和分销策略。