One week after halting supplies to Shufersal Ltd. (TASE:SAE), Unilever is planning to bypass Israel's largest supermarket chain.
Sources inform "Globes" that next Thursday, Unilever is planning to publish newspaper ads with coupons for buying its brands at a 15-30% discount. The coupons will be honored at most retain chains, but not at Shufersal.
As part of this campaign, Unilever will offer a 30% discount on Rexona deodorant and Dove hair products, 25% on children's grain snacks, and 20% on a long list of products, including flavored breakfast cereals, Dove soap, Lipton teas, Magnum ice cream bars, instant soup, etc. The coupons will also include a 10% discount on four-liter containers of CIF household cleaner, and a 15% discount on Cremissimo ice cream, Badin concentrated fabric softener for babies, and large bags of Klik chocolates.
It is not clear on which price the discounts will be granted, or whether the prices of the products will be especially attractive after the discount.
By employing this measure, Unilever is trying not only to bypass Shufersal and highlight its disadvantage versus the other supermarket chains with anything having to do with Unilever brands, but also to prevent erosion in the prices it charges the retail chains. Despite the halt in supply, Shufersal shelves still carry Unilever merchandise.
Published by Globes [online], Israel business news - www.globes-online.com - on August 2, 2015
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