Fighting The Credit Crunch By Driving Brand Value Through Consumer-Enticing Promotions, Value-Added Activities & Retail-Focused Pricing

The single most challenging aspect facing marketing, brand, product, category and insight professionals from brands, manufacturers and retailers today is identifying positive means of coping with today's price increases - an issue which remains an increasing threat as long as value for money remains the most powerful influence on consumer purchases. 

"..a 14% increase in commodity prices between 2005 and 2007 cost the UK's top 150 manufacturers an extra £4.3bn."
(The Grocer, 5 July 2008, p. 4)

Take the time to assess the most effective ways of driving brand value and bottom line by understanding your consumers and implementing effective promotions and pricing strategies.

1. Identify the true impact of the credit crunch on consumer spend: identify how to ensure you deliver true brand value in challenging economic times

2. Explore consumer perceptions of ‘value’: gain insights into how categories can use this understanding to inflate their value without losing volume

3. Explore which type of promotions consumers buy into: does increased consumer consciousness around spend really mean the death of BOGOF?

4. Identify the limits of promotion: is there such thing as 'overpromotion', and how can continuous promotions affect brand value and brand perceptions?

5. Exploring the strength of premium versus value: will the appeal of luxury products survive in today’s value-focused environment?

6. Create added value without discounting: how can ethics, environment, brand association and provenance help drive sales of your products without the need for radical discounts?

7. Assess the potential rise and rise of the discounters: will today's focus on cost propel discount and value brands?

8. Effectively pass on increased costs and discuss how brands, retailers and consumers should bear the brunt of price inflation.

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