The power of brands in the retail environment - and the role of television
Cat Groombridge TVNZ
The New Zealand retail advertising environment is dominated by price-led messages.
This highly competitive sector is a mixture of local and trans-Tasman brands, all of whom are engaging in a battle at the tills, often at low or negative margins, in the elusive hunt for the consumer dollar.
A perfect storm of recession-led discount strategies, increasing commodity prices, changing consumer behaviour and fears of a double-dip recession exacerbated by economic issues in close neighbour Australia has led to a retail market...