Toronto-based Procter & Gamble has begun testing an ‘everyday-low-price’ strategy on one of its brands, Cascade.
The test, which is taking place nationally, marks a sharp departure from p&g’s long-standing policy, practised throughout its extensive brand family, of ‘high-low,’ or feature, pricing.
Jacqui d’Eon, p&g’s group manager for external affairs, confirms the everyday low price test is p&g’s first in the Canadian market.
In the u.s., p&g began experimenting with everyday low pricing last year. In a recent expansion of the program there, p&g is now running everyday low pricing on such core brands as Luvs and Pampers.
In other news, p&g has launched its first fragrance, Navy, within its Cover Girl line.
Available as a cologne and a perfume, Navy is being distributed nationally in drug stores and mass merchandisers.
è The b.c. chapter of the American Marketing Association has elected Susan Evans, manager of promotional services at A&W Food Services of Vancouver, to a one-year term as association president.
Other members of the 1992/93 board include: Linda Lee of Scott Paper, president-elect; Karen Black, McKim Baker Lovick/BBDO, second vice-president; Michael Horn, B.C. Packers, treasurer; and Deb Kennedy, Consumer Response Marketing, secretary.
è The Canadian Alpine Ski Team of Gloucester, Ont. has joined forces with five major packaged goods firms in a cross-promotion developed by T.P.I. Sports Marketing Group.
Smithkline Beecham Consumer Brands, S.C. Johnson, Sterling Health, Warner-Lambert Canada and Bausch & Lomb Canada will each contribute products to a ‘sport pack’ to be sold at cast’s 250 member ski clubs across the country.
The pack will contain products geared to winter sport enthusiasts. Among the products will be Contac Coughs by Smithkline and Lubriderm Lotion by Warner-Lambert.
Marketing support will consist of a direct mail campaign to ski club members, ads in ski magazines and point-of-purchase materials.
t.p.i., based in Avon, Conn., has run similar programs over the past several years for a host of sports organizations in the u.s.
è Effective Aug. 4, the Canadian arm of TNT Express Worldwide began delivering Canada Post’s Priority Courier International packages to destinations around the world.
The announcement follows the creation last March of a new international express mail service, Amsterdam-based GD Net.
GD Net is a consortium of the post offices of Canada, Sweden, France, Holland and Germany working in partnership with tnt.
Under the agreement, tnt will deliver international packages for the post offices to destinations around the world.
Canada is the first country in which the joint venture has been implemented.
Sandra Baker, national marketing manager for tnt, says the joint venture with Canada Post will double the volume of material Mississauga, Ont.-based tnt ships daily to destinations outside of Canada.
TNT and Canada Post will roll out a joint marketing campaign this fall.
