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According to the P&I created with , when it comes to the POS promotional marketing campaigns are by and large restricted to the pack.This is something that is fine if you’ve a cereal brand, not so good if you’re pushing a competition on a snack bar.

Where is the in-store support for promotional marketing campaigns?

Whereas the has rotated on a constant basis over the last three months, the competition between price promotions and marketing promotions yield only one winner. The former dominate with Tesco’s deal offering £30-worth of spirits for £10 is one of the more sophisticated price promotions dominating the aisles. The situation is little different in the other three supermarkets.

But what of the promotions we know are going on at the moment? Kit Kat’s free downloads giveaway, Walkers ‘Gary’s Great Trips’ and Cadburys Trident Beyonce push have all run. If they had happened a few years back you would be struggling to move for all the units, wobblers and hanging cards supporting them. The story is different now.

Walkers and Trident did manage to muster some POS support in July and August. This month the greatest prominence goes to the Persil and its Children in Need promotion in Asda. Maybe the supermarket is more disposed to this one because it links it in with the charity by association.

Don’t rely on the pack or store staff

Many lager brands were running promotions most notably Budweiser (World Cup) and Stella Artois (Hedge Fund) but none of these had any form of off-shelf support in the big four grocers. Furthermore brands relying on pack designs are still dependent on busy store staff to place them correctly. In the yoghurt aisle were most kids brands are supported by promotions many packs were stocked side on or even upside down.

Poor shelf positioning can often mean the on-pack promotion is covered up. If the offer is on the underside of the display there is obviously no way it will be spotted by a shopper. This is perhaps an issue brand owners and retailers will need to get to grips with.

Snack a Jacks – good stand out but is that enough

Snack a Jacks with its ‘Win Designer Must-haves’ had got standout on-pack and through a branded display unit. But despite this, the link with the Pink Ribbon Foundation was lost due to small type, pricing and overstocking.

Final Word

Price promotions continue to dominate in terms of POS support. However there is scope for effective pack designs to catch the eye. While for those brands lucky enough to install units, perhaps more attention could be given to how they display the promotional message. There's little point having it there if people can't see it.