FEATURE
PRICE MARKED PACKS20 ASIAN TRADER 12 MAY 2017 http://www.asiantrader.bizFollow us on: http://www.twitter.com/AsianTrader Like us on: http://www.facebook.com/AsianTraderNo wonder then that
the category is awash
with PMPs, and for
good reason, as Amy
Burgess, Trade
Communications
Manager at Coca-
Cola European
Partners (CCEP)
explains: “An
irresistible o er can
often encourage a
shopper to buy an
item they had no
intention of picking
up when they
entered the store,
and PMPs are an
ideal way of present-
ing great perceived
value to consumers.
“Therefore, considering
second sightings of PMP o ers- especially soft drinks – for
instance, close to the entrance
or by the check-out, can help
retailers increase their sales.”
Burgess adds: “The rising
popularity of PMPs is refl ected
in the fact that sales of 500ml
PMP in our Coca-Cola portfolio
are now worth £52.7m to indies
and symbols retailers, having
grown by 6.8% year-on-year
(Nielsen).
“With consumers continu-
ing to become ever more health
conscious, retailers should also
look to o er a selection of low
or zero calorie options among
their PMPs, and Coca-Cola Zero
Sugar in a limited edition 49p
330ml is an ideal way to achieve
increased sales. Reduced sugar
products including Fanta Zero,
Sprite Zero, Capri-Sun No
sugar awareness.
“With health
the hot topic of
2016, there was huge
consumer interest in
low and no sugar soft
drinks which saw
sales rise to account
for 11% and 18% of the
entire convenience
channel’s soft drinks
sales respectively
(Nielsen),” said Farn-
worth.
Adding: “To fully take
advantage of consumer
demand for visible value
for money, we recommend
stocking a range of price-
marked packs that respond
to the key market trends
impacting the category.
“In particular, stocking low
or no sugar soft drinks such as
Ballygowan, Drench, Pepsi
MAX and 7UP Free, will enable
retailers to take advantage of
the growing health trend,
especially when chilled for
immediate on-the-go refresh-
ment.”
Britvic’s new productAdded Sugar, Monster Energy
Absolutely Zero, Monster
Energy Ultra and Relentless
Ultra are also available in
PMPS.”
CCEP’s latest launch with
PMPs is two new sour fl avours
for Oasis. Available now in
500ml formats, the Oasis Kiwi
Apple Sour and Apple Cherry
Sour variants tap into ‘sour’
fl avours that are already ingrowth within other FMCG
categories, but is a ‘sour’
fi rst for juice drinks.
Both fl avours will also
be available in a £1 PMP to
encourage consumers to
try the new products.
“‘Single serve’ drinks
benefi t from clear
price-marking to
attract the attention of
consumers on an
impulse mission,” says
Trystan Farnworth,
Commercial Director
of Convenience &
Impulse at Britvic.
Britvic’s range
includes PMPs of
49p cans across its carbonates
and fruit carbonates, and they
also o er PMPs of 99p across
our bottle formats. Non
price-marked versions are
available too, o ering retailers
a variety of options to fi nd the
products which satisfy their
customers’ specifi c needs.
Farnworth highlighted how
Britvic’s recent PMPs have been
driven in part by current trends,
such as healthier living andRibena has unveiled a
vibrant packaging redesign
across the entire range,
including PMPs, that it says
has proved to increase
purchase intent. The new
designs are available now in
500ml format and will roll
out across the entire range
of ready to drink, carton and
squash formats throughout
2017.Delivering greater
standout on shelf, the new
fruity Ribena look was a
success in consumer testing,
with purchase intent
increasing significantly for
the 500ml range, up by over
20 percent.
Emmeline Purcell, Senior
Brand Manager for Ribena,
commented: “Now is the
perfect time to review thepacks and make them look as
delicious and fruity as the
drink tastes. Our brilliant new
designs reflect the fun and
playful qualities of the
number one juice drink brand
and our testing has revealed
really positive feedback.”
The activity will be
supported by a £4m media
spend across TV, outdoor
and social media.Big brand news
Ribena gets more ‘Ribenary’ with range redesign
PMPs Feature1.indd 20 5/4/2017 8:25:37 AM