Strategising amid a tough outlook

Mun: ‘Marketers may be torn between loading up on trade discounts and having less fund for the ad portions.’

Marketers studying how to optimise A&P budgets

WITH the shadow of a price war hanging over the different industries next year fuelled by the slowing economy and external headwinds, marketers are in for a double whammy – constrained advertising and promotion (A&P) budgets and maintaining their strong brand presence despite these challenges.