Feature: On pack is on track

A senior member of a food and grocery magazine recently remarked to me that he was of the opinion that consumers were fed up with on pack promotions offering merchandise. I was shocked! In fact, nothing could be further from the truth.

I’d like to know if anyone else thinks this! Marketing managers of major grocery brands certainly do not – just look at the products with the multitude of promotions and see for yourself. Supermarkets certainly do not, otherwise they wouldn’t allow the abundance of merchandise-based on-pack promotions that we currently see.

Both supermarkets and brands are constantly looking for ways to differentiate themselves on variables other than price. Consumers certainly aren’t fed up with promotions. They love anything free, at a discount or offering added value.

Promotions are more relevant to brands than ever before. Own label is more prevalent so brands need to differentiate themselves, and one sure way to do this is merchandise-based promotions on pack.

Marketing budget spent above and, more importantly, below the line gives them a key differential. Many BPMA members have unique and novel ideas which capture consumer’s attention.

At a time when marketers are facing huge competition for consumer attention, merchandise promotions on pack are a major force in bagging sales for products and brands which embrace their potential. A free towel with a perfume purchase? And what about the DVD that came with your Sunday newspaper? Merchandise promotions on-pack offer a clever marketing tool which is highly effective in influencing purchasing decisions.

Merchandise-based promotions on pack have also improved in quality as consumers have become more discerning. Marketers are now investing more into these promotional products to ensure longevity retention and to be remembered while trying to make them relevant to the brand they’re accompanying.

Merchandise-based on-pack promotions are taking a more important role in marketing consumer goods. They offer value, competitive marketing and consumer satisfaction. The concept has smartened up and broadened its offering to the delight of consumers and this should not be underestimated.