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This is how companies can avoid marketing failures

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This is how companies can avoid marketing failures

Due to the follow-up costs of the energy crisis, many food manufacturers and retailers were forced to either increase product prices or reduce the amount of product in the packaging. The companies were often accused of the latter as a hidden price increase under the made-up word shrinkflation. Not so with Frosta. The company marked the reduced content on the packaging and communicated proactively. This strategy was rewarded with positive feedback across all channels.

Also read: Kellogg’s Frosties have more sugar than Coca-Cola and cream cake combined

The LMU expert considers Rewe’s current misstep to be a slip-up: “Rewe has corporate communication that is very much designed for openness and transparency,” says Sarstedt. The company sees itself as a partner to its customers and generally communicates that way. The beer manufacturer Budweiser did significantly worse than Rewe.

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