Why Unilever and P&G are pulling back from discounting
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
The promise of owning the customer journey and not being subject to the vagaries of the third-party relationship is one all suppliers must covet.
Marmite has seen a £335,000 sales boost after the price row with Tesco, which saw Unilever aiming to offset higher importing costs following the Brexit vote.
Having recently launched a new cider-based cocktail line, Rekorderlig claims the move signifies a more experimental phase as it also advises alcohol brands not to risk damage by cutting prices too deeply.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.