Price promotions: how to make them work for your brand

Price promotions can be highly effective in boosting short term sales. But encouraging trial isn’t the same as building brand loyalty, and price cutting can actually be damaging to brand equity.

Price promotions: how to make them work for your brand


In many parts of the world, marketers give priority to price promotions over media expenditure. While their popularity varies across countries and across categories, our studies clearly show that price promotions are the most powerful in-store influence on purchase.

In recent years, growth in promotional activity has been fuelled by retailer power, but there are also many reasons why the marketing team might consider promotions, including: attracting new (or lapsed) consumers, volume/stock clearance, to hit sales targets, to match competitive promotions, or to squeeze out...

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