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There was an interesting article in last weeks edition of Marketing Week relating to UK shoppers purchasing decisions.
This went on to explain how UK shoppers are placing greater emphasis on value, basing their purchasing decisions on promotional offers and displaying lower levels of brand loyalty than before.
This article illustrates that it is increasingly important for brands to not only adopt a promotional marketing strategy, but to ensure that the offering is clear and relevant to the targeted audience.
By using tactical promotional offers, brands can add value to their products that is clear for the consumer to see at the point of purchase and influence their purchase decision.
The recent Lactalis Nestlé Munch Bunch Drinky and Sea Life partnership is a good example for how a relevant promotional offer can work well for a brand. Read more here.