The x bunch

Article Abstract:

The generation X shoppers, or those aged 39 and under, have a big influence on strategies by retailers. Aside from rethinking traditional marketing methods, retailers are also coming up with new ways due to younger shoppers' desire for convenience, loyalty to specific brands and access to information. A study unveiled by Frito Lay and Pepsi at the show, "2001: A Consumer Odyssey," suggested that new design options can help retailers cope with shoppers who are spending less time in the store. Individual stores must be specifically marketed to consumers shopping in the area since a one-format-fits-all approach will not be successful, according to the study.

Demographics, Retail Stores, Consumer Attitudes

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The trade promotion dilemma

Article Abstract:

More than 50% of grocery manufacturing companies invested between 10% and 20% of gross sales in trade promotion with three quarters feeling they receive only a fair to poor value for their spending, according to a study by Schaumburg, IL-based ACNielsen. In fact, manufacturers believe that only about half of their trade promotion spending, which are intended to increase incremental sales, are being passed on to consumers. Another study by Canondale showed that 62% of the retailers are dissatisfied with their share in the programs such as off-invoice allowances, co-op advertising, pay for performance promotions, and other manufacturing-retailer programs.

Comment:

More than 50% of grocery manufacturing companies invest between 10% and 20% of gross sales in trade promotion

Administration of General Economic Programs, Grocery Products NEC Whsle, Other Grocery and Related Products Wholesalers, Export Promotion, Food distributors, Foreign trade promotion

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Selling the solution

Article Abstract:

Supermarkets are implementing new, innovative "solution selling" techniques to boost market share. The new strategy is geared to reverse the steady decline being experienced by supermarkets, which have seen sales per square foot fell 40% since 1970, with 14% of the drop happening in the past five years, according to the Food Marketing Institute. Furthermore, believers said solution selling concept of selling by occasion rather than by category makes sense in addressing consumers and lifestyles' changes.

Supermarkets and Other Grocery (except Convenience) Stores, Supermarkets, Marketing/Advertising Methods

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