Leveraging the Junior MasterChef brand

We are leveraging the Junior MasterChef TV Show with the Junior MasterChef board game as part of our Christmas grift product mix.

This is another example of our commitment to and support of big brands.  I see this as vital in newsagency businesses.  A brand strategy will deliver more value for us that the alternative – chasing the dissent shops down the path of cheap China product.  There is little loyalty in the deep discount space as price is your only differentiator.

While there is a risk that a major will come along and whack you on price for a big brand product, the key is to land the product with some flexibility with which to respond to this.  However, it is rare that a major would deeply discount a big brand item for the whole of the season.  This is where watching their activity is vital.  By choosing your time you can make excellent margins off products like this.

The other value in big brand products like the Junior MasterChef board game is that it is recognisable.  This makes for easier shopping, faster decisions.