Swazi­land Bev­er­ages dis­cour­ag­ing beer re­tail­ers from over­charg­ing con­sumers

...As five lucky bar, bot­tle store own­ers walk away with prizes for ‘Pric­ing it Right’

Swazi Observer - - BUSINESS - By Hlengiwe Ndlovu

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.

Sime­lane) (Pics: Lucky

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.

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