Shopper Marketing - January 2017 - 66
Has 2016's deflationary grocery pricing and
cutthroat pricing competition in general
affected your shopper marketing activity?
INSTITUTE ANALYSIS: When thinking about this, take into account that 60% of our
respondents said that the primary product/service they represent in their jobs is not
packaged food nor beverage. We might also be a little ahead of the game in asking this
question in October 2016. The effect might be greater in 2017. From the respondents
who said yes, here are two explanations: "Unfortunately, because our activities are driven
by the retailer, we are forced to compete in the price wars." Also, "We are dropping so
much money into the contract/trade investment that it is no longer profitable to push the
SHOPPER MARKETING JANUARY 2017
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