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Wary Of Discounting's Impact On Brand Equity, Coca-Cola, Unilever Stop Using Price Promotions To Drive Sales

September 11, 2012: 12:00 AM EST
Consumer goods companies Coca-Cola and Unilever stopped using price promotions to drive sales in retail stores. Increased competition for shelf-space and huge discounts offered by retailers' private-label products, manufacturers of branded goods have resorted to discounting to attract consumers looking for ways to cut their grocery expenses. Some brand marketers, however, fear that discounting damages their brand equity.
John Reynolds and Nicola Clark, "Brands ditch price promotions as defence against own-label lines", Marketing Magazine, September 11, 2012, © Haymarket
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