Pricing and Promotion
As with other categories in the FMCG sector, the mix of pricing and promotion plays a vital role in driving soft drinks sales. The principal methods of pricing and promotion include volume-based long-term discounts (overriders) offered to customers, promotional discounts for customers and the end consumers (for example, price discounts and multi-buy offers) and promotions in customer outlets (for example, buying end of aisle shelf space).
Promotional discounting is particularly important in take-home and management estimates that 37.2% of GB take-home soft drinks sales in 2006 were made on promotion.
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