Nescafe launches price-marked packs

Tuesday, 19 January 2010

With value-for-money increasingly determining the buying patterns of shoppers, NESCAFÉ® is stepping up its use of price marked packs (PMPs) in 2010 for its market-leading Original, Gold Blend and Cappuccino products.

Historically the company has run PMP offers sporadically throughout the year but to drive home the value-for-money message to consumers, NESCAFÉ intends to run PMPs on Original, Gold Blend and Cappuccino packs throughout 2010, with PMPs for Cappuccino offered from February onwards.

"The introduction of year-round PMPs on the company's best selling Original and Gold Blend brands, supported by a limited offer on NESCAFÉ Cappuccino range, means that the retailer now has a very attractive price point to offer shoppers, which will result in increased sales and ultimately profit," says Graham Walker, Nestlé UK Trade Communications Manager.

"Research shows that shoppers perceive price marked packs as a value-for-money offering, so NESCAFÉ's move is great news for retailers that stock these packs as it means that they are more likely to make a sale."

PMPs of NESCAFÉ Original are available in 100g x 12 cases, while PMPs for NESCAFÉ Gold Blend PMPs available on 100g x 6 cases and for NESCAFÉ Cappuccino PMPs are offered on 10's x 6 cases. For NESCAFÉ Original the PMPs are priced at £2.49 compared to an RRP of £2.14 (at the discretion of the individual retailer), while NESCAFÉ Gold Blend PMPs are priced £2.89 against an RRP of £2.68. NESCAFÉ Cappuccino PMP range priced at £2.39 compared to an RRP of £2.28.

Source: Nescafe

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