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Analysing Promotional Strategies on Sanitary Protection Products During 2013

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This Insight from Brand View focuses on promotions in the Sanitary Protection category during the second half of 2013. The category overall has seen a 12 per cent increase in the number of days on promotion during Q3 (July – Sept 2013) and Q4 (October – December 2013).

There has been a 26 per cent increase in the number of days on promotion for Liners, and a 20 per cent increase in the Towels sub-category. Tampons, however, have remained on promotion at a similar level across both quarters, while there has been a 13 per cent decrease in the number of days on promotion for Incontinence products.

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Looking deeper into the types of promotions during this date range, there has been a steep increase in the number of Multibuy promotions during Q4, with the addition of 3000 days of Multibuy promotions across the category. In particular, 3 for 2, Buy 2 for Discount and Buy 3 for Discount have all seen a sharp increase in Q4.

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If we take a look at the most promoted sub-categotry in Sanitary Protection, Liners has seen a particular increase in the number of Multibuy promotions, including a 55 per cent increase in the number of days on promotion with the Buy 3 Products get Cheapest Free mechanic. This increase is due to Tesco promoting around 350 lines with an Any 3 for 2 Cheapest Product Free mechanic which ran across all sub-categories in Sanitary Protection.

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Interestingly, in the second most promoted sub-category in Q4, Towels has seen a decrease in Buy 3 Products get Cheapest Free, instead there has been a focus on Buy 2 for Discount and Buy 3 for Discount promotional mechanics with a 67 per cent and 50 per cent increase respectively.

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When looking at these growth sectors across the Top 4 retailers (Tesco, Asda, Sainsbury’s and Morrisons), there seems to be a similar trend.

Asda has seen a decrease in the frequency of promotions in both the Liner and Towels sub-categories during Q4. Tesco has seen a 30 per cent increase in both sub-categories, while Sainsbury’s focussed on promotional frequency on Liners rather than Towels. Morrisons provided the greatest increase in promotions on Liners at 87 per cent, however a smaller increase was reflected in Towels.

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