Tag Archives: price
How I Learned To Love Hi-Lo Pricing (And Get Better Circular Ads)
THIS IS AN EXCERPT.
CLICK ON THE TITLE TO READ THE FULL ARTICLE:
5 HI-LO TACTICS TO TAKE TO HEART:
1) Launch high with instant rebate (sleeves out of your vest)
2) Price drop to original planned level (back to the future)
3) Price drop plus discount (price drop on steroids)
4) Vary Level of Instant Savings Based On Opportunity (keep your powder dry)
5) Never Ending Closeout (the McRib of closeouts)
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Filed under By Steve Marzio, Challenger Brand Strategies, retail
If Coke Needs Retail Leverage Then You Do Too
A KILLER APP FOR RETAIL LEVERAGE:
Coke’s Freestyle system hits on several of our 5 points in how to gain Retail Leverage.
#1 Have The Hot Product With No Substitutes
#3 Be A Top Revenue Vendor
TAKEAWAYS FOR ANY MARKETER:
No matter how big your brand is, you still need Retail Leverage
If they big guys need leverage, what does that say about the smaller challenger brands?
Figure out what you have to exploit that others don’t and leverage it.
If you don’t have something unique / different / better, then be prepared to move to the 6th, rarely spoken of, painful way to get Retail Leverage: Price.
To read the full article, click on the title! Continue reading
The P Word
The secret 6th entry in the 5 sure-fire ways to get Retail Leverage is Price. I feel dirty even saying it. Continue reading
Filed under "How To" Get Leverage, By Steve Marzio, Why You Need Leverage
