You may not see detergent on offer that often anymore.
According to Marketing Week, P&G and Unilever (and Mondelez) are going to be pulling back from offering their products "on offer". Citing the reason that they believe the balance has tipped too far into the discount's favour.
Going on to say that whilst discounts drive short term sales, they eat into profit margins and ultimately, affect customers price perception of the brand (consumers end up believing the product isn't worth the "non offer" price, and ultimately will buy another brand.
Not sure if this is just geared towards the UK or for the whole of Europe (or even other parts of the World), but it does say that the UK consumer still buys TWICE as much "on offer" compared to the rest of Europe.
I only buy detergent when it is "on offer", (and I'm sure most know I buy loads of it (and nearly all brands), but if we're going to see fewer offers, I'm going to have to make sure my money gives "bang for buck" and will probably only go for Ariel, Fairy and Persil.
As a side note, Mondelez make the absolute one thing I could NEVER live without - Carte Noir Coffee. I'm a BIG Coffee Junkie and could never go without Carte Noir; no other instant coffee comes close, so will have to suck that one up, coz I ain't switching.
According to Marketing Week, P&G and Unilever (and Mondelez) are going to be pulling back from offering their products "on offer". Citing the reason that they believe the balance has tipped too far into the discount's favour.
Going on to say that whilst discounts drive short term sales, they eat into profit margins and ultimately, affect customers price perception of the brand (consumers end up believing the product isn't worth the "non offer" price, and ultimately will buy another brand.
Not sure if this is just geared towards the UK or for the whole of Europe (or even other parts of the World), but it does say that the UK consumer still buys TWICE as much "on offer" compared to the rest of Europe.
I only buy detergent when it is "on offer", (and I'm sure most know I buy loads of it (and nearly all brands), but if we're going to see fewer offers, I'm going to have to make sure my money gives "bang for buck" and will probably only go for Ariel, Fairy and Persil.
As a side note, Mondelez make the absolute one thing I could NEVER live without - Carte Noir Coffee. I'm a BIG Coffee Junkie and could never go without Carte Noir; no other instant coffee comes close, so will have to suck that one up, coz I ain't switching.
