Closer scrutiny for promotions

I was disappointed that more was not made of the finding that consumers are mostly brand loyal and have a low propensity to switch purchase onto promotional brands in the factfile “Added value lures shoppers” (MW February 3).

The key task for the promotions industry over the next few years is to cope with the demands of retailers who require category growth and not simply individual SKU performance.

It seems to me that the Mintel study poses both the question and the answer, “What use sales promotion?” when performance drivers are merely short term and only affect promotional SKU’s. Brand owners will have to ask what will the promotion add to their customers’ business and category development. Short-term cannibalisation may be a poor defence.

Ian Hughes

Trade marketing controller

Dutch Meat Board (UK)

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