The Marketing Agency Talk

Just read an interesting post at Versa Creations, and the gist is that global price surge in fuel and food have caused food stable like rice, corns, wheats etc to rocket by 40-60% in Asia. That will be tough for lots of average families.

Vivienne observed that even banks are offering rice as incentive to both customers and internal staff. What was surprising to her – and me – was that even department stores were jumping into the bandwagon. This is what she said

It must be more than simply mass hysteria if even the marketing honchos have taken note of this trends. However, what really raised both eyebrows was the offer made by John Little’s, a well-known department store. The “first time ever, we are shaving 10% of all Electrical Appliances” didn’t get much of a response or an reaction from me. It’s this line that made my friend exclaimed,” It almost like a third world country!”:
“… And receive a FREE pack of New Moon Rice (1 kg) when you spend $60 nett in a single receipt. Hurry, these sensational offers are available from 12 to 15 June 2008 only, while stock lasts.

It may not be cheapskate but it may not be appropriate. When we give a gift, sure, it should be useful and relevant. And yes, rice is useful and relevant to the Asian but how does it gel with the image of a department store? Other than providing convenience under one roof, department store to most shoppers – particularly women – is a kaleidoscope of fashion, lifestyle, fun and relaxation all jumbled into one. With the department store bring in rice packs which literally means inflation, price hike and higher expenditure, would that give a din to the shopping mood?

I honestly wouldn’t recommend it.