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利用节日来促销在零售业并不鲜见，随着澳洲国庆的临近，超市巨头Coles适时地推出一系列迎合国庆的特别包装，涉及商品从罐装甜菜到一次性尿布。
Mars食品集团旗下的MasterFoods推出了限量版蓝瓶番茄酱，而通常使用的是红色包装。Arnott's公司将生产澳洲地图形状（不含塔州）的Shapes饼干，并命名为Aussie BBQ meat lovers。英国茶叶品牌Twinings准备投放一款“澳洲下午茶”的新产品，它的发明者是前总理陆克文。陆克文在之前的一次竞赛中，击败包括演员Hugh Jackman和冲浪名将Layne Beachley，赢得发明”澳洲下午茶“的大奖。
据称Coles之前联系了好几家供应商来说服他们退出配合国庆的特别包装，但是最后只有八家同意在其商品上引上澳洲国旗并标注“仅限Coles"的字样。
有意思的是，没有一个酒精类产品被列入这场国庆促销风。
【相关新闻】Vegemite为迎接澳洲国庆改名Australia
No spill … the former prime minister Kevin Rudd won a competition to devise the blend of ''Australian Afternoon Tea''.
Coles taps its inner ocker to make Australia Day pay
http://www.theage.com.au/business/coles-taps-its-inner-ocker-to-make-australia-day-pay-20120122-1qc8u.html
AUSTRALIA DAY means … another chance for the supermarket giant Coles to turn our jingoism into the jingling of coins in the till.
Exploiting public holidays is nothing new for retailers - Easter buns have been in stores since the new year - but Coles has taken it to a whole new level by commissioning ''exclusive'' products, which range from canned beetroot to disposable nappies.
Tomato sauce maker MasterFoods, part of the Mars food group, is even offering a ''limited edition'' blue plastic bottle of sauce, rather than the usual red.
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Arnott's, owned by another US group, has produced a special Australia-shaped (Tasmania misses out, again) version of its Shapes savoury biscuit brand labelled as ''Aussie BBQ meat lovers''.
Coles has even ''hijacked'' a promotion started by the tea-maker Twinings that features a new ''Australian Afternoon Tea'' blend, devised by the former prime minister Kevin Rudd.
Mr Rudd won a competition against celebrities including actor Hugh Jackman and surfer Layne Beachley to produce the tea, which was launched at a Coles store in suburban Brisbane last week.
Coles is understood to have negotiated exclusivity for the tea for a period of time.
Twinings also describes the tea as a ''limited edition'', which means that its survival on the shelf will depend on its popularity.
Even the front cover of the home-delivered Coles catalogues this week reminds customers that it is ''proudly Australian since 1914''.
Perhaps the only blowfly in Coles's barbecue is that the Golden Circle brand canned corn package chosen for the promotion actually comes from New Zealand.
Although Coles says that the promotion has been under way for some time, industry sources suggest that the concept was only put together in the past couple of months. Coles is understood to have approached many more of its suppliers than the eight products that agreed to relabel limited production runs of their goods with Australian flags and ''only at Coles'' stamps. Interestingly, no alcohol brands are featured in the marketing exercise.
While Coles worked with its suppliers on the redesigns, as is usual with products promoted in supermarket catalogues and in stores, the cost of the changes has been borne by the manufacturers.
Suppliers say, though, that Coles agreed to specific volumes of products in the new livery - and promised to keep the products until they were sold, rather than return unsold merchandise and seek a refund from suppliers.
[ 本帖最后由 一炷香 于 2012-1-23 10:44 编辑 ] |
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青春期 青春期 (2008-9-13) cl2007 
发表于 2012-1-23 10:22
