Exhibit 17.1 Tiger beer in-store display and promotion.
Exhibit 17.2 Co-op advertisement of an in-store promotion.
Consumer promotions, such as the one featured in
Exhibit 17.2, can be highly effective in driving sales.
During that particular May Day week, Pepsi sold more 24s can promo packs than the combined
sales for that pack size for the rest of the year, at the major supermarket chain.
Exhibit 17.3 Coca-Cola’s collectible contour glasses at
McDonalds.
Exhibit 17.4 Coca-Cola F&N banded prosperity pack
(F&N carbonated drinks were bottled by Coca-Cola till Sept 2011).
Exhibit 17.5 Example of a lucky draw promotion.
There are many different types of consumer promotions including discounts,
banded packs (in/on packs, Exhibit 17.4),
refunds and rebates, displays, bonus packs, premiums, lucky draw
(Exhibit 17.5), contests, collectibles
(Exhibit 17.3), sampling, coupons, and loyalty/continuity
programmes.
Banded pack promotions, like the Coca-Cola F&N banded prosperity pack showcased in
Exhibit 17.4, are a type of promotion that involves bundling
products together to create a special offer. This particular promotion made a special appearance
during Chinese New Year 2009, featuring an auspicious orange colour to symbolize “gold”.
Displays, on the other hand, are special presentations of products designed to
attract and entice shoppers at the point of purchase. There are a variety of displays available,
ranging from simple to highly creative, such as the example featured in
Exhibit 17.1 for Tiger Beer.
