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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
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