A thirst for a special offer

Price-marked packs have become the new norm in many product categories in convenience outlets. That’s unlikely to change anytime soon. But there are some signs of development including programmes that merge price-marking and multibuy incentives. In our latest update we look at PMPs across the categories.

Boost-drink

SHOPPERS like price-marked packs because they look like special offers and make it easier to stick to a budget, says Adrian Troy, head of marketing at AG Barr.
And he reckons retailers see the value too with 65% of store operators reporting that sales of price-marked packs have risen in the last 12 months, and 76% saying PMPs improve a store’s price image.
He said: “AG Barr has moved to the next generation of price-marked packs, incorporating an additional multi-buy element.
“This was trialled on Rubicon 1-litre cartons which were offered with a £1.29/2 for £2 flash on pack.
“This multi-buy element has proved so successful that it has been used on Irn-Bru and is being repeated on Rubicon and rolled out on Sun Exotic and Ka 1-litre cartons.”

AG Barr says shoppers feel like they are getting a bargain with a PMP. Drinks ranges from increasing numbers of suppliers now feature PMPs.
AG Barr says shoppers feel like they are getting a bargain with a PMP. Drinks ranges from increasing numbers of suppliers now feature PMPs.

• Nigel Paine, GB commercial director for out of home at Britvic said PMPs provide visible value for money and added: “Price-marked packs are part of Britvic’s on-going investment to give retailers the tools to offer even more visible value for money.”
Britvic offers PMPs of 49p in cases of 24x330ml cans across its range including Pepsi, Pepsi MAX, Diet Pepsi, 7UP and Tango.
• Saying that most of its range is now available in PMPs, a spokesperson for sports and energy drink brand Boost said stocking PMPs can drive purchasing.
The spokesperson added: “Boost now has a range across all three sectors of sports and energy drinks – stimulation energy, glucose and sports/isotonic – with attractive price points for the consumer and great margins for the trade.”
Vimto UK marketing controller Emma Hunt says shoppers assume that a local retailer is more expensive than a supermarket, therefore by using PMPs the retailer can reassure the shopper that they are not being overcharged.
She added: “Within the Vimto range alone, PMPs account for over 57% share of the carbonates sales for the brand in the impulse channel, proving just how appealing this offering is to impulse shoppers.”