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Essay text:
This concentration means the negotiations favour the retailer with the supplier handing over margin via the mechanism of trading terms and via the demand for increased promotional frequencies and deep price discounts on key branded lines.
The challenge for Trade Marketing, Category Management as well as Sales and Marketing is to develop a pricing system that can be customized to reflect your business needs but utilize the power of a structured and proven pricing management system.
The Basic Concept used by ITC is:
“PRICE IS SOMETHING WHICH CUSTOMER IS READY TO PAY FOR YOUR PRODUCT”
Hence it is a majority function of
- Consumers purchasing Power...
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