FEATURE
PRICE MARKED PACKS22 ASIAN TRADER 12 MAY 2017 http://www.asiantrader.bizFollow us on: http://www.twitter.com/AsianTrader Like us on: http://www.facebook.com/AsianTraderIn order to compete with
supermarkets, independents
need to set an attractive price
proposition alongside their
inherent strength of
convenience, and PMPs is one of
the best ways to achieve that
Atil Mota of Premier Convenience in
Headingly, Leeds.development in PMP formats
include Pepsi MAX Ginger, the
first cola and ginger flavour to
hit the UK market. Containing
natural ginger flavouring and
no sugar, the new variant is
available in 330ml single and
multipack can, 500ml, 600ml,
1.5L and 2L PET bottle in both
plain and price marked packs.
Britvic has also launched a
new single serve 500ml PET
bottle for sparkling variants of
its juice drink brand, Drench.
The format is available across
all channels in cases of 12 and
24 bottles, as well as in £1
price-marked packs.
This year, the soft drinks
manufacturer also unveiled
Robinsons Refresh’d. Availablewas offered with a £1.29/2 for
£2 flash on-pack; a mechanic
that proved successful, so it has
now been used on IRN-BRU
and Barr flavours as well as
Sun Exotic and KA 1 litre
cartons.
Another big player in
soft drinks that has a
core focus on PMPs is
Lucozade Ribena
Suntory, which has a
PMP option available
on all of its main
brands.
Mark Sterratt,
Head of Market,
Strategy and
Planning at
Lucozade Ribena
Suntory, outlined
to Asian Trader the
importance not just any
PMP, but the magic £1.
“We know how important
the £1 pricepoint is from
retailer research as well as
consumer insight. 63% of
retailers say they would rather
have a £1 PMP than a 2 for
£1.50 PMP and 36% of retailers
would be more likely to stock a
PMP if it had a rounded price
point (HIM),” said Sterratt.
He added: “Lucozade Ribena
Suntory has all of its key brands
pricemarked at £1 to tap into
this demand.”
Getting into the spirit of
summer is Rio, which has just
unveiled a redesign. The new
look is fresh and modern, and
takes inspiration from
Brazilian street art. Variants
include best-selling Rio
Tropical and Rio Tropical Light
(with no added sugar.)
Both Tropical and Tropical
Light are also available as a 60p
price-marked can, which is22 ASIAN TRADER 28 APRIL 2017 http://www.asiantrader.bizFollow us on: http://www.twitter.com/AsianTrader Like us on: http://www.facebook.com/AsianTraderin three flavour combinations- Raspberry & Apple, Orange &
Lime and Apple & Kiwi – Rob-
insons Refresh’d is available in
single 500ml PET bottles in
cases of 12 and 24, including
PMP formats.
“Price-marked packs are
hugely important for those
shoppers seeking value from
the soft drinks fixture and an
essential tool via which
retailers can grow sales,” says
Adrian Troy, Marketing
Director at AG Barr.
It is also important to under-
stand that value is not about
cost alone – while shoppers are
looking for low prices, they are
not prepared to compromise on
quality, says Troy.
AG Barr offers a range of
brands in PMP formats,
including IRN-BRU, Rubicon,
KA, Barr and Rockstar.
All of these brands
are available as price
marked options, from
impulse packs 330ml
cans and 500ml PET
to take-home packs
1litre cartons and 2
litre PET, throughout
the year.
“We also use
price-marked packs
incorporating an
additional multi-buy
element,” Troy contin-
ues. “This benefits
retailers as it encourages
additional purchase
while still delivering
profit and shoppers feel
like they are getting even
better value.”
This multi-buy mechanic
was originally trialled on
Rubicon 1 litre cartons whichConvenience shoppers are
heavily influenced by price,
in-fact 82% of shoppers
specifically search out PMPs.
Furthermore it is a shopper’s
second priority when
deciding to buy a product,
and yet only 29% of retailers
think PMPs influence them to
purchase products for their
store (HIM).
PMPs on big brands helps
shoppers redeem trust in thepricing of convenience
retailers. Traditionally
shoppers perceived
convenience as expensive
versus the supermarkets.
PMPs provides the
reassurance from the
manufacturers that the prices
haven’t been inflated and
they are still getting good
value for money.
Convenience retailers can
provide added value benefitsto the shopper by being
located in an accessible area
to the local shoppers.
Recently Nestlé Breakfast
Cereals launched Curiously
Cinnamon to be one of seven
price marked packs of our
top selling brands for
convenience stores.Brand advice
Priya Badhan, Category Insights Manager,
Cereal Partners UK
PMPs Feature1.indd 22 5/4/2017 8:26:24 AM