Date: 16 Feb 2009
"Discounting is not the only game in town. Brands can win through in recessions if promoters gain a true understanding of customers", says Frank Dillon, The Irish Times. "With retail sales figures falling, this is a tough time for brand managers. Supermarkets and other large retailers may be dropping prices to tempt the nervous and the northern bound back through their doors but the big losers are their suppliers - especially the smaller ones who are being squeezed to fund low-cost promotions".
UCD Smurfit School's Professor of Marketing, Damien McLoughlin comments, "You can't keep conceding on price, and you don't want consumers getting used to paying a lower price for your product which destroys the equity that you have built in your brand."
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