Why Unilever and P&G are pulling back from discounting

The amount of marketing spend FMCG brands such as Unilever, Mondelez and Procter & Gamble (P&G) put into promotions has come under the microscope as they start to question if the balance has tipped too far in discounting’s favour.
P&G’s chief financial officer Jon Moeller has argued that growing the business by significantly increasing promotion spending would be “a pyrrhic victory”.
“When you talk about increasing trial and sampling at point of market