QUESTION ON Aisle Marketing
I have a few enquiries on marketing of products, particularly shampoo in hypermarket environment. As part of a sales team in FMCG, I have to discuss with buyers on the positioning of the product in the aisle. It will be together with other competitors’ product too. What advice and strategy can I use to enhance the image, thus increasing the sales. Also, what are the ways am I able to encourage the buyers to buy more of the products?
– Ejin, Malaysia
Advice by Yvonne Buchanan
I’m assuming you mean “supermarket” rather than “hypermarket,” yes? Shampoo is a personal care item, and like most personal care items, buyers tend to buy one brand and stick with it.
What makes them switch? Here are a few tactics:
Sales, coupons, advertisements they’ve seen promoting a product that makes it seem better than the one they have been buying.
When displayed along side a competitor, a coupon dispenser near a product with a cents-off coupon may attract new buyers. And to get buyers to buy more than one, consider a “buy three, get one free” or “$1 off with the purchase of two,” etc.
Traditionally, attractive labeling with bright colors, bold lettering “10 percent more free,” etc. has worked well. It really depends on the type of positioning (and by that, I mean how the manufacturer identifies their product, not where it’s located on the shelf). Is it a luxury shampoo or a budget one?
The positioning should dictate the type of marketing. If it’s a budget shampoo that competes directly with a luxury shampoo, making their labeling appear similar and positioning (this time I do mean where it’s at on the shelf) near their competitor product can work well. If it’s a luxury shampoo, cents-off coupons may entice new buyers to try it, particularly if other forms of advertising (TV, radio, print ads) have already piqued their interest.
I hope this helps. Let us know.
Recommended Resources on Product Management
- Marketing Strategies: A Contemporary Approach (2nd Edition)
- Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Times
- The Product Manager’s Desk Reference
Article originally published in August 2001. Updated March 5, 2012Yvonne Buchanan is a 20-year veteran of public relations, marketing and advertising. She teaches public relations courses online for career changers, freelancers and students through The PR Academy www.learnpr.com and is co-founder of Real-World PR www.realworldpr.com , a public relations information provider for small businesses. Real-World PR offers public relations toolkits (manual/CD combinations) that allow small business owners to create and maintain their own public relations programs.
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