Romanian consumers lost in washing powders
| During my market visits, I drop by the major key accounts to check the displays and the visibility of my company’s products and on my way out I grab a copy of the promotional leaflets to check the latest offers and trends of the market.What was catchy to my eyes this time where the washing powders. Oh my God the washing powders !!! They are everywhere and it shows, below is a collage of 4 different catalogs offering the same brand Bonux, a Procter & Gamble extension to its global known brand Ariel. And the case is not only for Bonux, many others are in the same game, Ariel, Persil, Omo, Rex, Lenor, Colgate, Palmolive, Dalin, Always, Dove, Head & Shoulders, etc … |
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| Different formats, different fragrances, different promotions, but one lost consumer inside the pages of the catalogs, for sure housewives are mainly loyal to one brand because it touches their daily life, but what is the purpose of having 14 powder promotions in the same catalog. It is the usual market share war going around and around since forever. |
| Ariel | Bonux | Persil | Omo | Rex | Tide | Surf | Totals | |
| Selgros |
4 |
2 |
1 |
0 |
1 |
1 |
3 |
12 |
| Metro |
6 |
3 |
2 |
0 |
0 |
0 |
3 |
14 |
| Cora |
0 |
1 |
1 |
1 |
0 |
1 |
0 |
4 |
| Carrefour |
1 |
1 |
0 |
1 |
1 |
0 |
0 |
4 |
| Totals |
11 |
7 |
4 |
2 |
2 |
2 |
6 |
34 |
| 34 promotions on one single sub-family in the same category in 4 different chains, with an average of 4 per hypermarkets and 13 per Cash & Carry. I am wondering what the total number would be if I was able to get all the catalogs of all the key accounts in Romania. Look at the price war and difference between the 6kg Bonux Active Fresh at Cora and the 6kg Bonux 2 in 1 at Carrefour, it is 0,01 Lei, equal to 0,0036 US$. Consumers will spread the word, Carrefour is cheaper ;-) |
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