Wednesday 1 April 2009

A move from price-based value?

According to the FT, shoppers are changing their opinion of what constitutes value in purchasing brands, services or experience.
P&G calls this “performance-based value messaging”, allowing them to emphasise what consumers get for the money, thus moving the shopper away from price-based value. In other words, shoppers pay more for Bounty, but as the paper towels are “twice as absorbent as bargain brands”, so the extra money will be well spent.
Perhaps it is worthwhile for NAMs and KAMs going back to fundamentals {why not loop Marketing into this kamblog to enrich the exercise?} and conducting a performance-based value analysis?
You may even find our Buying Mix Analysis tool of value in doing more for less….!

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