Begin the fightback against the supermarket own-brand

UK brands have a real battle on their hands to retain market share as recent research suggests that consumers will favour premium own-brand goods over branded goods after the recession (Threat of own brands continues as economy recovers,, 24 August).

Indeed, recent research from GfK NOP commissioned by Valassis highlighted that 35% of consumers now buy more store-branded goods compared with a year ago.

With supermarkets heavily promoting their budget and premium own-brand products as a viable alternative to branded goods, and further to your suggestion that suppliers look toward new distribution channels, perhaps it is also time for brands to change the promotional battleground and re-engage with consumers in their homes.

For years, the coupon has been one of the most effective means of encouraging trial and building brand loyalty. The coupon by-passes in-store promotions that crowd the supermarket’s category and speaks to the consumer at their kitchen table where shopping lists and buying decisions are first formulated.

As predicted, coupons have retained their influence over consumer buying decisions in the recession. The GfK NOP research found that 77% of consumers have used a coupon for supermarket shopping, and one-third of consumers are looking for promotional offers more now than they were a year ago. Brands need to take heed of these consumer shopping habits and realign their sales and marketing strategies.

Charles D’Oyly Managing Director Valassis


EVouchers are a hit

Marketing Week

The article “It’s a coupon revolution” (Marketing-, 8 September) raised some interesting views on the future of online vouchers in maintaining consumer trust and providing a good return on investment for brands investing in these types of marketing activities.

Marketers are failing to get in on cinema act

Marketing Week

I was surprised to learn that marketing directors aren’t considering cinema as part of their media priorities this year (“Marketers are targeting new customers and forsaking old”, MW 10 September), particularly as it is resonating so strongly with consumers at present.


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