When back in France, I couldn’t help noticing the new promotional merchandise deployed by supermarkets to attract attention to the brands they sell. For example, Leclerc had installed in its drink aisle a promotional display for wine/liquor/champagne . This POS was a great way of promoting and advertising the four different brands of wine and spirit at the same time.
Promotional merchandise is an alternative brands can use in their marketing mix a way of differentiating themselves from their competitors. Other popular marketing tools are : gifts on purchase, mascots, promotional events, packaging etc.
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