Pricemarking

Hated by some, increasingly loved by others, pricemarking is the pricing strategy that refuses to go away. Tom Gockelen-Kozlowski takes a look at what’s happening in the market now

Whatever the category and whatever the pricing strategy that lies behind it, pricemarking is now everywhere. Major companies such as Coca-Cola and Wrigley continue to recommend (and produce) pricemarked packs of their top-selling products. With its 50p pricemarked packs of key products such as Snickers, Mars bars and Malteasers, Mars is the latest major brand to provide pricemarked variants of its core range. Similarly stalwart products from Heinz Baked Beans to Haywards Pickled Onions are also increasingly equipped with a pricemark. Meanwhile at the value end of the market, many symbol groups’ own brand products and almost all best-selling cigarette brands feature on-pack prices to trumpet the great value they offer. Yet it is the appearance of pricemarking on premium products – take Taylors of Harrogate’s new £3.49 pricemarked packs for independents, for example – which highlights that the popularity of this pricing tool now extends to areas where customers are likely to see their purchase as an indulgence.