I have received considerable private correspondence about my comments here on the price of stationery in newsagencies. There is little consistency in the views expressed. They range from: all newsagents should sell stationery for the same price, to: we should always undercut the majors when it comes to price.
It is impractical for our channel to act as one on the issue of pricing of stationery just as it is impractical for us to act as one on range. These things are better left to be managed through the brands under which we operate pricing is part of the brand value proposition after all.
Establishing the price of an item requires careful thought and requires consideration of a variety of factors. Those with whom we compete have back rooms filled with people who manage such things. For national brands it is easier since they exert more control over the brand. In the newsagency world brands exert less control – hence the challenge at the local store to determine the right price for the business.