1. Offers price reduction only to consumers who are price sensitive
2. Does not rely on retailers’ cooperation
3. Generates trial of a new brand
4. Encourages non-users to try an established brand or users to repeat use
FYBMS, SYBMS, TYBMS and beyond BMS
1. Offers price reduction only to consumers who are price sensitive
2. Does not rely on retailers’ cooperation
3. Generates trial of a new brand
4. Encourages non-users to try an established brand or users to repeat use
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