Managing your brand in a recession
During the U.K. recession of 1991 /1992 the Renault Clio was launched and exceeded its first year sales objectives. Andrex toilet tissue held its volume share at over 30 percent, despite its premium positioning. Gold Blend increased its market share, and Haagen-Dazs' sales figures grew almost 400 percent from 1990–1991. With proper management, brands — even premium brands — can thrive in a recession. Recessions can present opportunities for the focused marketer.
THE PITFALLS OF PRICE PROMOTIONS
While common, the use of price promotions to help generate consumer spending during a recession can damage...