London School of Marketing weighs in on the controversial subject of 'shrinkation' and how brands and consumers are affected

Share Article

LSM releases an article discussing production shrinkage in the UK and its impact on consumers

Will customers reject shrinkation? Our experts chime in..

Will customers reject shrinkation? Our experts chime in..

The trust a customer places in a brand does not have to be broken due to shrinkage - if the approach is handled right

London School of Marketing, a leading institution offering accredited marketing and business qualifications in the heart of London, has released a new article about the impact of 'shrinkation' on the UK market. This article comes on the heels of high profile media appearances by London School of Marketing experts on the subject.

"We are seeing a rising trend in the UK market. This involves the shrinking of consumer goods, while prices remain the same," said London School of Marketing spokesperson, Jacques De Cock. " While this has been going on for some time, this subject started making headlines when the well-known tea brand, PG Tips, announced that they will be shrinking their tea bags by 7%, while still selling them for the same price. The tea loving nation was taken by surprise."

Complementing a comprehensive range of blogs, whitepapers and case studies designed to support students pursuing sought-after marketing, business and academic designations, this article goes on to explain that PG Tips, like all manufacturers, are under pressure to maintain profit margins. As they are unable to increase prices for fear of consumer backlash, they have instead put the focus on quantity.

"The trust a customer places in a brand does not have to be broken due to shrinkage - if the approach is handled right," said De Cock. "How consumers respond depends largely on how skilfully the companies break the news."

Click here to read the full article.

London School of Marketing delivers accredited marketing and business qualifications, and offers courses from recognised professional bodies such as CIM, EduQual and CAM, BA (Hons) Marketing, MA Marketing and Innovation, and an MBA from Anglia Ruskin University. Based in Central London, they are a QAA approved institution. The school also has offices in Sri Lanka, a network of Local Access Points (LAPs), and online programmes of learning. Courses are run over a broad range of study modes.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Gimhani Gunasinghe
@Londonlearning
since: 06/2011
Follow >
London School of Marketing
Like >
London School of Marketing

Follow us on
Visit website