From Mike Coppard, managing director, Shloer
Sir; re Focus on Soft Drinks (The Grocer, May 8, p55) an anonymous ‘niche producer’ warns there won’t be a premium soft drinks industry in the future if “people like Shloer …discount the arse out of it”.
We are proud of Shloer’s growth during the last three years to become the number one table top adult soft drink. Shloer has reached this position through its credentials as a delicious tasting, responsible, quality product made with natural ingredients.
Having said that, I am more than happy to acknowledge price activity as an important element of the marketing mix in today’s environment. But it is not standalone as the brand has also benefited from consistent support through brand building advertising, sampling and public relations campaigns over the last three years.
Ultimately discounting provides an opportunity to encourage trial and/or increase weight of purchase at key points of the year especially when supported with impactful instore display.
However it is not, and never will be, at all costs. Price activity, like all our marketing activity, remains subject to review.
Sir; re Focus on Soft Drinks (The Grocer, May 8, p55) an anonymous ‘niche producer’ warns there won’t be a premium soft drinks industry in the future if “people like Shloer …discount the arse out of it”.
We are proud of Shloer’s growth during the last three years to become the number one table top adult soft drink. Shloer has reached this position through its credentials as a delicious tasting, responsible, quality product made with natural ingredients.
Having said that, I am more than happy to acknowledge price activity as an important element of the marketing mix in today’s environment. But it is not standalone as the brand has also benefited from consistent support through brand building advertising, sampling and public relations campaigns over the last three years.
Ultimately discounting provides an opportunity to encourage trial and/or increase weight of purchase at key points of the year especially when supported with impactful instore display.
However it is not, and never will be, at all costs. Price activity, like all our marketing activity, remains subject to review.
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