300 priceline stores stock poh, page-12

Well I'll be.

You mention the brand image at Priceline and query if Elixia should be set at this level in the general market?

Positioning in the market is the way the product is perceived by the consumers on important criteria-the place the product has in the minds of consumers relative to competing products that is a critical marketing strategy.

In the case of Priceline my opinion is we have under positioned the Elixia and this will confuse the high end, premium perceived consumers vying for Elixia as we now position the range in a value for money position?.

Having set the Elixia at a high level initially POH now pick up Priceline at the value end and this can result in loss of clear positioning in the market - would appear we now have a scatter gun approach and may lose the consumers confidence and confuse the market perception of the pedigree Elixia brand image.

P.S Not selling this side of $1.50 shows you are a loyal POH'ster.