Don’t Cut Your Own Throat
Everybody wins when supermarkets offer three for two deals on perishable food items.
Only the customer wins when the same deal is offered on non-perishable goods.
As a consumer I don’t use more deodorant because I’ve bought three for the price of two.
I stockpile it so that I don’t need to buy it next time I’m at the supermarket.
My advice to brand managers – stop cutting your own throat for a short-term sales advantage.