09: The True Cost of Discounting for the Brand
About this course
Many marketers are under the misconception that discounting their products will lead to increased sales and positive brand growth. The true impact however, is not only detrimental to a company’s profit margin, but may lessen a brand’s value in the eyes of the shopper. Manufacturers in effect, train shoppers to only buy on sale – creating an unsustainable bargain hunting culture.
Join us for an in-depth look at the true cost and long-term effects of discounting to the brand.
How and why discounting does not create the desired behavior in shoppers, or drive profitable brand growth.
Marketing and sales professionals in the consumer goods or retail industry. Those with a special interest in costing and profit margins will especially benefit from this course.
About 1 hours, 10minutes
|IS1C01U01 – Maintaining Margins While Discounting||00:05:00|
|IS1C01U02 – Longterm Effects of Discounting Podcast||00:05:00|
|IS1C01U03 – Sell-in and Sell-out||00:05:00|
|IS1C01U04 – Promotion and Brand Value||00:05:00|
|IS1C01U05 – Deal Buyers||00:05:00|
|IS1C01U06 – Loyal Shoppers and Discounting||00:05:00|
|IS1C01U07 – The True Cost of Discounting||00:35:00|