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well home's discount policy

Created by : Kiran Kumar Koti, Merchandising Operations Manager, Zero Stock Retail Pvt. Ltd  | 09 24 2009 04:45:03 +0000
Industry : TextileFunctional Area : Pricing(Sales & Marketing)
Keywords : home textiles welspun discounting methods well home
Activity:  493 views;  last activity : 07 06 2010 20:18:09 +0000

Hi Friends, recently I happened to visit one of the “Well Home” stores in Hyderabad. The discounting policy on different items is quite different. There were some 1599 priced bed sheets offered at 1000 rs/- discount, but few other products like 899, of the same category were offered only 100 rs discount and being sold at 799/-. I checked their quality 1599 product is of superior quality in comparison to 899 priced products. Similarly few towels with 699 mrp are sold at 199 where as 399 ones are being sold at 299 or something similar to that.

I don’t know what kind of results they were expecting out of this discounting policy. But one thing is for sure this is going to create some confusion in the customer mind, and he may think that those high discounted products were defected ones or rejected ones.

I want to know your ideas on this differential discounting policy, will this be good for the company in overall branding strategy or not. I request you to add comments supporting recommendation.

 

  
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As I explained in the intro, this will definitely create some confusion in customers as well as retailers. And retailers may not be able to defend this in the customer interface; For sure this will have some impact on the brand image. My assumption is that the impact will be negative.
By Kiran Kumar Koti, Merchandising Operations Manager, Zero Stock Retail Pvt. Ltd  | 09 24 2009 04:49:06 +0000
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