"Buy One, Get One Free" (BOGO) is one of the tried and true methods for supermarkets to move additional product during promotional periods. In most instances, these types of promotions involve a well-known national brand. If you were thinking about the latest BOGO promotion being run at Publix, you'd be half right on that count.
As Supermarket News reported yesterday, Publix is running a promotion over the next five weeks that will pair a well-known national brand and its store brand equivalent. If a shopper purchases the national brand, they get the Publix item free.
Private label executives at most supermarkets have maintained for some time now that their store brands equal or exceed the quality of comparable national brand items while carrying a lower retail price. With its latest promotion, Publix appears to be putting that premise to the test with its customers.
Between April 26 and May 2, shoppers can go to Publix and pick up an 18.2-ounce box of Kellogg's Raisin Bran Crunch, a 64-ounce bottle of Welch's Grape Juice and a 12-ounce package of Thomas' English Muffins and receive their equivalent store brand items at no charge.
Discussion Questions: What will the Publix BOGO national/store brand promotion do to the chain's relationship with its national brand suppliers? Do you think there will be a high level of conversion from national brands to the Publix private label as a result of this promotion?