Trade in, trade up, trade across

 

Equity does matter!

Do you have any idea how much vol. could be brought in by the spectacular "Oral Power Center"??
The answer is 3X!!!
The next question you have to ask is how long will the investment be paid-out?
The answer is frankly 18 months.(Depends on productivity in store)

To execute w/ excellence is easier compare w/ making a right in-store investment decision.
I love the concept of "Value reframing". Actually, it is similar to the concept of c/p value a little bit.
It's not precise at all to describe shoppers as price hunter. As a smart shopper, we love to have a good buy!
Which means we buy a qualified product w/ comparatively low price. In other words, if we had improved the perception in shopper's mind, we could satisfy our shopper w/o the endless cut-throat competition.

To embody "value reframing" into reality, FMCG industry try their best to built up the strong product power image instead of vague brand image. It's definitely a positive way to delight our shopper/ customer/ ourselves. Let's keep monitor the market and evaluate the result!