Price pack deals
Price pack deals are also called value packs.
They can take any of the two forms: one is bonus pack and banded pack.
In case of a bonus pack, an additional quantity of the same product is offered free when the standard pack size of the product is purchased at the regular price.
§ Godrej colour gloss triple action shampoo, offers 20% extra free. 100ml +20ml.
- Sunsilk shampoo (HLL) 400ml bottle gives 33% more free.
- New Ever youth lemon face wash, by Cadilla Health care Ltd. Offers 20% Extra with 60 ml 12 ml free.
- Lotus Herbal Ltd’s Fresh Apricot scrub, 25% extra, communicated as 7.5 ounces at 6 ounce Price.
§ Dettol shaving cream (Reckitt Benckiser (India) ltd.) get 40% extra free.
- Bisleri – 20% extra free
A variation of this offer is when the marketer develops special packs of the product containing more quantity but the price is proportionately low. This is a method to “load” the consumer up with the product. This technique is often used to introduce a new large size of the product or to encourage continued usage and also to increase consumption.
The offer is termed as “banded pack” when 2 or more units of the products are sold at a reduced price compared to the regular price.
Pepsodent toothpaste special pack a 150gm toothpaste + a 100gm toothpaste and a G.I.Joe international character, all in 1 pack at a low price of just Rs., which saves Rs.81/-
Another variation of this technique is “buy 1 get 1 free” or some similar offer, it could be “same for less” or “more for the same.”
§ Fairglow – buy 3 get 1 free,
- Wipro baby soft baby oil 50 ml pack – buy 1 get 1 free,
- Lux – buy 3 get 1 free,
- Dove – get 3 at a reduced price
- Akai – offered a 14″ colour television on the purchase of a 21″ colour TV.
The main advantage of this tool is that extra product may encourage increased usage and help sustain the habit. Also among other similar brands, a bonus pack stands out at the point of sale.