From the CPG world to the world of electronics, brands and boardrooms are putting pressure on marketing and sales departments to limit or stop discounting. Meanwhile, today’s shoppers are shunning coupons and other traditional means of “selective” discounting that brands have used to reward loyal behavior in the past. While full price is great for the bottom line, price discounts can be the only way to cut through the clutter for products that are considered commodities. And, brands cannot forget, there are many Americans who rely on discounts to help them feed their families. Attendees will:
- Learn how shopper marketers can respond to the pressure for less discounting while continuing to meet the needs of families who rely on it.
- Discover which methods companies like PepsiCo have adopted to answer this paradox.
- Explore whether this problem can be solved by marketing or if it needs to be answered at other places in the organization.