Good marketing partnerships are worth their weight in gold (or pounds sterling). Consider the close collaboration between Tesco and the giant US FMCG supplier, Procter & Gamble.P&G has created a special range of "Great British Flavours" Pringle-branded snacks only for Tesco. The flavours include sea salt & black pepper, curry, kebab and smokey bacon.
This is a positive marketing development for Tesco--which holds the exclusive on this range--and for P&G, which gains shelf space and increases its brand reach as well as its Tesco-based turnover through improved Pringles sales. Because both companies are expert at marketing and work hard to understand their customers' preferences and tastes, the combination is unusually strong.
By the way, a high court judge recently ruled that Pringles are not potato crisps, because they don't contain enough potatoes to qualify under the legal definition of crisps. As a result, P&G will save millions of pounds every year on VAT, and the retail price of Pringles will go down.
