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Article: Promos grab consumers. (Kraft Foods).(Brief Article)
- Article from:
- Grocer
- Article date:
- March 23, 2002
CopyrightCOPYRIGHT 2002 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Kraft Foods believe that promotions are key to driving confectionery sales as they entice consumers to try a product, which is either new to them, or one which they may not have tasted recently. Kraft Foods trading controller Doug McGowan says: "Promotions both encourage consumers to expand their taste horizons away from their usual choice and tempt them to purchase even if they were not planning to buy into the category at all."
This opinion has been reflected in the huge success of Kraft Foods' Buy-One-Get-One-Free promotion which ran on Terry's Chocolate Orange Bar, Toblerone and Dime Bar earlier this year.
However McGowan says: "We believe that ...