Supermarkets are the real 'new media'

Argues, from work on shopper insights during the past 12 to 18 months, that there is a real opportunity for retailers and manufacturers to work together to use in-store marketing to build brand and category growth.

Supermarkets are the real 'New media'

Andrew HarrisonNestl Rowntree

Twenty years ago, selling Kit Kat, there was only one national TV channel, ITV, and a huge spread of retail outlets. Not only were there over 50,000 small independent stores, but supermarkets were smaller and located on the high street. There were 10 or 12 strong players, including Fine Fare, Gateway, Wm Low, Presto as well as Tesco and Sainsbury. Only the latter had more than a 10% share of food retailing. So marketing Kit Kat was relatively straightforward: use ITV to reach a huge audience with a simple message...

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