We have on display as part of our Easter offer. I was therefore thrilled to see the full page advertising being undertaken by cadbury promoting this product. It was in Who a week back. They have also setup a Facebook page which has attracted 4,000 followers.
One reason I love supporting nation brands is for their advertising spend which can drive traffic and or impulse purchases. People who have seen the advertising more quickly ‘get’ a product when they see it in-store.
This is our first completely Cadbury easter and we’re thrilled with how it is playing for us so far. I love the mix of products and that they have tapped into fun and are supporting this advertising and social media engagement.
By the way, we have kept eggs to a minimum … Easter for us is about plush, collectibles (Beanie Kids), cards and fun Cadbury items.
Hi Mark,
Thought you had Darrell Lea… what happened did you ditch them? We have been thinking of gettign rid them since placed them in the IGA opposite us?
Cheers
Peter
Peter I have it in one newsagency and not in two others. I think that Darrell Lea has lost their way over recent years.
Mark I would love to hear more from you about Darrell Lea and where you see them heading. I have them and they are on my list of problem departments with a small decline in sales over last year. But at this stage I cannot find a decent alternative. Any ideas.
Bruce, I think that Darrell Lea lost its was a few years ago and has struggled since to get back on track.
I am not happy what they did going into Terry White nationally regardless of long term franchisees nearby.
I see them as a boutique and prized brand yet they place products in supermarkets and petrol outlets which are supermarket controlled.
My feeling is that if they stayed boutique they could command a higher price. Few suppliers win from supermarkets.
They could have penetrated more newsagencies if they were flexible with filtering and provided a better margin. I note that they are more flexible on filtering with petrol outlets and must have fixed margins for the supermarkets.
On a personal level, they changed their liquorice all sort recipe and that turned me of the product I enjoyed the most. They now do appear to be back on track with that.
In terms of an alternative in the Darrell Lea niche, there is not one. I’d go back to them and see what they can do to help you reinvent your DL proposition.
I hope all this helps.
Thank you very much.
Reviewing the range and offer sounds like good advice. Yes we have Woollies selling DL liquorice next door but it is the long expiry date stuff and not near as yum as ours.
I will persevere!
I found that Darrell Lea is more flexible now in terms of products. Go to a corporate store and see what they have if you can.
We have also found that the 2.5% discount (whilst not much) on payments within 20/21 days appears to have evaportated over the past 12 months…
Invoices appear to magically appear on next months statement, for the previous month and you appear to be in arrears, but have paid the full bill…
The Accounts Payable staff are useless and say well thats what the computer says… and have no clue about the invoicing system.
Whilst we dont make much, and margins are crap, its still 2.5% that should be going in my pocket v theirs…
Dont know if anyone else is having the same experience…