Big brands need to come up with robust communication strategies, otherwise the price fight could cost them market share, believes Radu Miu, general manager of Mercury 360, one of the leading independent marketing and communication agencies on the Romanian market.
Shelf advertising, which relies on an immediate effect on sales, is now companies' strategy to gain market share from their rivals. "Tactical communication will continue to gain in terms of budget allocation. However, if you accustom clients to freebies, the brand will stand to suffer in the medium run. (...) I think we will see more shelf consultants, able to explain the benefits of the product rather than act as mere promoters," says the head of Mercury 360, an agency that last year posted a 15.2 million-euro turnover, down 12.5% on the previous year.
According to Trade Registry data, the shareholder of Mercury 360 is Simarom Trading Limited based in Cyprus.
Big brands need to come up with robust communication strategies, otherwise the price fight could cost them market share, believes Radu Miu, general manager of Mercury 360, one of the leading independent marketing and communication agencies on the Romanian market.
Shelf advertising, which relies on an immediate effect on sales, is now companies' strategy to gain market share from their rivals. "Tactical communication will continue to gain in terms of budget allocation. However, if you accustom clients to freebies, the brand will stand to suffer in the medium run. (...) I think we will see more shelf consultants, able to explain the benefits of the product rather than act as mere promoters," says the head of Mercury 360, an agency that last year posted a 15.2 million-euro turnover, down 12.5% on the previous year.
According to Trade Registry data, the shareholder of Mercury 360 is Simarom Trading Limited based in Cyprus.
