A promo too far

Garner, Edward
April 2004
Brand Strategy;Apr2004, Issue 181, p35
Trade Publication
Demonstrates why constant price promotion may fail to support your brand, while low-priced competitors in the retail industry see growth and loyalty. Realization that supermarkets are under constant pressure to improve competitiveness; Strategy of implementing deep price cuts on the products of Safeway Stores Inc. and its effect on the overall company's performance; Disadvantages of the low pricing scheme.


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