Case Study Of BOGOF Promotion

3.2 BOGOF: In spite of the success of BOGOF promotions it has been heavily criticized in UK. Politicians are concerned about this form of promotion as they have the impression that this can lead to wastage, particularly in perishable food. Tesco, as a counter strategy presented different variation of the BOGOF to reduce the fear of wastage, this new version is called BOGOL (“buy on get one later”).Consumers can only pick up the second one after he might have finished using the first one.
The Irish consumers have divided opinions on the BOGOF promotion especially in perishable food categories. More than 25% of the consumers favour the use of BOGOF by retailers as a promotional strategy. From the research conducted the fear of Irish consumers is understandable because they see BOGOF as wastage especially for fresh food. Why should a consumer have more perishable food items than what he needs?
“Statistics from research carried out in the UK shows that;30% of shoppers are concerned with food waste.14% of shoppers are totally turned off by multi-buy promotions.26% of shoppers said they would prefer if multi-buy promotions did not take place on fresh food lines. (Although this is the case,
Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee." It is an appropriate way of ‘increasing broad awareness’, generating ‘consumer preference’ and enhancing brand loyalty. Sponsorship is different from charity; there must be a return on investment because it is a business arrangement, therefore there must be standard procedure for evaluating the suitability of the proposed event to the sponsor and viability of sponsoring the proposed event to the products and image of the company.