Thursday, May 22, 2008
I feel guilty.
I went supermarket shopping today and they had a wine sale on. I bought a lot of wine at ridiculously low prices.
Why do I feel guilty? Because I know that these guys are brand-fuckers, destroying the brand equity by heavily discounting to between $6 and $12 a bottle (below their cost in some cases).
Whose equity were they smashing this time? - Selaks, Nobilo, Shingle Peak, Taylors, Mortons, Seifried, Ngatarawa, Wolf Blass, Villa Maria to name a few and because some of these were 'clearance' lines with discounts like "now $17, was $31" I took advantage like a good little robot shopper.