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In Brief: P&G re-evaluates couponing

This article was originally published in The Tan Sheet

Executive Summary

P&G re-evaluates couponing: Beginning Feb. 1, Procter & Gamble will discontinue distribution of coupons "for a period of time" in the New York cities of Buffalo, Rochester and Syracuse, the company said. Designed as a "test toward developing more efficient marketing programs," the effort will affect all P&G product lines. During the test, the company will explore "promotional alternatives" that "benefit all rather than just a percentage" of consumers, P&G said, noting that only 2% of over 300 bil. coupons issued "by the industry" annually are redeemed. Over the past several years, P&G has cut its couponing budget by nearly 50%, according to the firm. The company also said that since 1992, list prices for all of its products, with the exception of coffee, have declined by a combined total of $1 bil...
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