ACNielsen
EDLP Or Promotions
Prepared by Jolyon Roe, Consultant, ACNielsen Consulting Group.

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This paper shows that EDLP is not perhaps what it purports to be and certainly not in the eyes of the consumer - a question of perception rather than reality.  It considers the reasons for EDLP from the three different perspectives:

• The retailer

• The consumer

• The Manufacturer / Supplier

The decision to support either EDLP or promotions is not simple.  This paper contributes to the debate by understanding the reasons for EDLP, which strategy is working best and why.

For further information contact Kim Dunkason, ACNielsen (www.acnielsen.co.uk) on Tel. 01865 732275.
Email: kim.dunkason@acnielsen.co.uk

Related article:
Positioning a Pricing strategy in the Hierarchy of Service, Convenience
and New Product Development
CLICK HERE

Date article published: 15/05/2002