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Creating the Right Balance Package
Mix |
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Much has been said about the benefits
of offering a Balanced Package Mix (BPM) at retail for consumers
of small pack and large pack beer, soft drink, water, energy
and isotonic drinks.
The BPM hypothesis simply suggest offering a combination
of traditional package sizes and containers to maximize margin
contribution. |
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Heavy concentration in one package or another
tends to limit consumer purchase occasions as much as retail
price relationship that put some packages at a significant disadvantage.
The idea is to take a good look at a given channel and what
likely occasions might be expected for beverage purchases.
If the major purchase occasions are addressed with appropriate
packages, the price relationship or architecture should be
looked at to assure no serious imbalances.
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BPM is not complicated, it’s just
good business. |
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