A Spar retailer, one of our regulars, made the same point saying he can’t afford to feature the full Spar national package and that some promotion prices were set far too low.
From our perspective, we need to generate advertising revenue, but too often we include tertiary brands that realistically have no place on the shelf just to get our hands on the money. The impact of price promotions and bogofs on sales mix, both for us and our retail customers, must be carefully measured.
According to Colgate, September is Oral Health Month, but I wonder just how many of the window bills and shelf cards distributed via the independent trade press will ever be used in store. Could marketing money have been better spent?
Given the current strength of the cider market and the impact of Magner’s it is surprising S N’s premium Sirrus brand has been so quiet this summer. Linking Strongbow and Sirrus to Halloween this autumn may just start to produce some scary results.