Communicated discount : How much ?-30% ; -50% ; -70%? and then what's next?
Promotion is done to directly influence the actions of purchase, contrary to the advertisement which aims to trigger desire. The promotion will, therefore, target the most ......
sensitive argument: the price. Then we could consider that a promotional offer would just be a good deal.
But the pressure of competition; the ingenuity of marketing services and sometimes the necessary contortions to circumvent the laws, have spawned a multitude of promotional mechanisms that are added to the promotional price strategy.
They dramatize the offer by adding an extra discount. The aim is that the consumers have no doubt that the deal is an amazing one.
The more competitive the market, the more gaps from shelve price to net price looks like Grand Canyon.
Some countries have regulated with legislation some excess in these practices (France 2019).
The 2018 study of Eastern Europe and CIS region benchmarks, for the category non-alcoholic beverages the discount deepness.
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