Every day low price. Will it work in the British fast moving consumer good marketplace?

Judith Passingham

Everyday Low Price (EDLP), along with Category Management, Consumer Loyalty and Efficient Consumer Response (ECR) have become the jargon words for Marketing in the mid 1990's.

Every day low price. Will it Work in The British Fast Moving Consumer Good Marketplace?

Judith Passingham Taylor Nelson AGB, UnitedKingdom

WHAT IS EDLP, AND HOW DID IT DEVELOP?

In order to understand what we mean by EDLP, it is important to go back to its origins. The CEOs of Walmart - a competitively priced retailer in the United States - and Procter & Gamble went on a fishing trip together. One of the topics of conversation was sales promotion and couponing; when Procter & Gamble undertook a couponing exercise, Walmart was obliged to stock up on Procter &...

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