Swaziland Beverages discouraging beer retailers from overcharging consumers
...As five lucky bar, bottle store owners walk away with prizes for ‘Pricing it Right’
AT Eswatini, alcohol attracts purposely imposed sin taxes, thus making beer being costlier than other consumer goods.
The price of beer is also worsened by retailers with their overcharging tendencies, a practice which is being discouraged by Swaziland Beverages.
One way introduced by Swaziland Beverages earlier this year to encourage adherence to retailer recommended prices was the Price It Right campaign, which rewards retailers whose beer costs less than the recommended price.
Such bar and bottle store owners stand a chance to win one of many prizes, including a Nissan NP500 on a quarterly basis. Mid-quarter draws are also the order of the day for the Price It Right Campaign, where prizes such as microwaves ovens, HD TVs, braai stands and other prizes are given away to compliant bar owners and bottle stores. The presentation of prizes to the first mid-quarter draw winners was held at the Swaziland Beverages premises by Sales Manager (Beer)
Phetsile Mswane and Bhekisisa Mtshali, who is a Sales Analyst. Mtshali said the next draw would be held in August, whereby one lucky retailer was expected to walk away with a brand new Nissan NP500. In another matter, Mtshali disclosed how Swaziland Beverages had tightened its monitoring screws on retailers as enumerators were dispatched country-wide to visit individual bottle stores and bars on a fact-finding mission meant to establish the level of compliance to retailer recommended prizes.
He said these enumerators work alongside mystery shoppers who engage themselves in little chats with patrons to establish the price which the entity truly charges. These mystery shoppers
use many checks and balances tactics, one of which could be the actual purchasing of the product. Mtshali warned that even though the enumerator was clearly identifiable to the shop owner, that was not the case with the mystery shopper, who deliberately walks in anonymously to get a true picture of the prices. Encouraging bars and bottlestores to stick to the recommended prices and even charge below what is recommended, Mtshali explained that many benefits can be derived from this. “Retailers who charge the right price or below the recommended price are likely to attract more customers, thus achieving even greater sales volumes,” he said.
PRICE IT RIGHT: Swaziland Beverages Sales Analyst Bhekisisa Mtshali and Sales Manager (Beer) Phetsile Mswane presenting an HD TV to Etindlovini Bottle Store's Nonhlanhla Hlatshwako. This was during the company's ongoing Price It Right Campaign, where one lucky retailer is expected to walk away with a brand new Nissan NP500 in August.
SHISA NYAMA: Mshefane Biyela from Inala Wine and Malt being presented with a braai stand.
ANOTHER WINNER: Clarissa Henwood from Grand Valley in Manzini also won herself a microwave oven.
HAND-SHAKE: Nobuhle Dlamini from Gugulethu Resting Bar being presented with a microwave oven by Mswane, while Mtshali looks on.