Magazine article Marketing

2m Pounds Sterling Drive Puts Zanussi Brands in the Picture

Magazine article Marketing

2m Pounds Sterling Drive Puts Zanussi Brands in the Picture

Article excerpt

2m [pounds] drive puts Zanussi brands in the picture

White goods manufacturer Zanussi is to invest 2m [pounds] in a new drive for distribution with what it claims is the first manufacturer-led interactive video network.

It plans to install 500 video systems in independent stores (which together account for 50% of white goods sales) by the end of 1991.

The programme will give information on the 120-product Zanussi range and retailers that take it commit to stocking at least 30 of them. Typical stock levels currently are 20.

"We want to focus retailers' attention on our brand much more than in the past," says advertising and promotions manager Chris Turner. "There are a lot of brands in this market and we want to show that we are prepared to invest in retailers' premises in return for extra floor space."

The country's third largest white goods brand wants an average 3% to 4% extra in crucial sectors such as refrigerators, dishwashers and washing machines by the end of this year. …

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