Monash Business School, Monash University, Caulfield East, VIC, Australia.
The University of Sydney Business School, The University of Sydney, Sydney, NSW, Australia.
Int J Health Policy Manag. 2023;12:7638. doi: 10.34172/ijhpm.2022.7638. Epub 2022 Nov 14.
Marketing responses to sugar-sweetened beverage (SSB) taxes are understudied in the literature. Previous research has been limited to examining price and advertising, in particular promotions responses. Forde et al advocate for a focus on exploring a range of marketing responses to a SSB tax, with an emphasis on the marketing mix (price, promotion, product, and place). Their qualitative findings from the United Kingdom focus mostly on possible product and price decisions, with limited discussion of place and promotions decisions. We argue that the proposed marketing mix decisions may be used to avoid or side-step a SSB tax and that their likelihood of adoption may be dependent upon additional factors besides brand strength, reputation, and portfolio size highlighted by Forde and colleagues, such as organizational capabilities, industry competition, and brand positioning. We recommend future research examine the importance of consumer behaviour in developing marketing programs and in response to the marketing mix levers pulled by industry.
在文献中，对含糖饮料（SSB）税的营销反应研究不足。之前的研究仅限于检查价格和广告，特别是促销反应。Forde 等人主张将重点放在探索对 SSB 税的一系列营销反应上，重点是营销组合（价格、促销、产品和地点）。他们从英国获得的定性研究结果主要集中在可能的产品和价格决策上，对地点和促销决策的讨论有限。我们认为，拟议的营销组合决策可能被用来避免或规避 SSB 税，并且它们的采用可能性可能不仅取决于品牌实力、声誉和产品组合规模等因素，还可能取决于组织能力、行业竞争和品牌定位等其他因素。我们建议未来的研究考察消费者行为在制定营销计划以及应对行业拉动的营销组合杠杆方面的重要性。
