Another year, price-marked

DRINKS giant Diageo has underlined its faith in the PMP by holding the price of its top-selling price-marked pack – Smirnoff 70cl – at £13.49. The company says it will absorb duty rate increases in order to keep prices competitive for retailers for another year.
The company’s Bell’s whisky is also available in price-marked fractionals, while its Captain Morgan’s Spiced comes in a 70cl PMP.

Rosalind Nash, senior category development manager, said: “As part of its shopper understanding research, Diageo GB found that PMPs provide reassurance to shoppers that they are getting value for money and a fair price.
“Nine out of 10 convenience customers would consider buying price-marked spirits according to HIM, so retailers can harness this by stocking PMPs of Smirnoff, Bell’s and Captain Morgan’s Spiced.”
This summer drinks firm Maxxium UK extended its PMPs to 70cl and 35cl bottles of The Famous Grouse and Jim Beam White and 70cl bottles of Teacher’s. Both 70cl and 35cl bottles of Sourz were already available price-marked.
Ali Brown, Maxxium’s business sector controller for impulse retail, quoted HIM research and said: “Within the convenience channel 80% of the market value is driven by just 29 brands so retailers should stock a concise range of price-marked products to offer enough choice between one or two leading brands and one own-label or budget option. The Famous Grouse, Jim Beam and Sourz are leading brands within their categories and our new PMPs give consumers confidence and drive rate of sale.”