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January 6, 2021

Poundland launches its first divorce range as pandemic causes spikes in break-ups and divorces

According to Poundland head of general merchandise trading, Holly Mobley ‘Divorce is a difficult time, but it can also come as a big relief and people want to celebrate the chance to move on.’ Divorce parties have become more popular than ever.

By GlobalData Retail

Poundland extends its range to include divorce party products

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Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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According to Poundland head of general merchandise trading, Holly Mobley ‘Divorce is a difficult time, but it can also come as a big relief and people want to celebrate the chance to move on.’ Divorce parties have become more popular than ever.

The retailer is cashing in on the increasing number of divorces reported over the current pandemic and as a result has released details of its new line on 4th January, to coincide with Divorce Day 2021. Poundland ’s divorce party products which include balloons, banners, sashes, party straws, offer slogans such as Free At Last, Freedom and Newly Unwed.

Coronavirus restrictions see an increase in divorce/breakups

Following the coronavirus lockdown measures, divorce applications and break-ups have skyrocketed across the UK and around the world. British law firm, Stewarts recorded a 122% increase in enquiries between July and October 2020 compared with the same period the previous year.

China and Sweden have also reported similar patterns. China had one of the world’s strictest lockdown measures in place since the outbreak and according to officials, the virus may continue to drive up divorce rates in Chinese cities. These tight restrictions have acted as a catalyst for break-ups and put couples under immense strain according to law firm Stewarts.

Poundland seeks growth opportunities during COVID-19 lockdown

Poundland parent company Pepco Group has posted a 16.3% fall in profit for the first half of its financial year, due to the impact of coronavirus. Pepco highlighted that Poundland had experienced an initial benefit from customer stockpiling of cleaning, healthcare and food products.

However, the COVID lockdown in 2020 meant temporary closure of 130 stores, with the remaining stores trading through significantly reduced visitor numbers at 60% of expected sales levels for a period of four weeks. The further restriction imposed in January 2021 will continue to adversely affect the retailer.

Therefore, extending its line should provide growth opportunities for Poundland , in addition to this, the company will need to continue to strengthen its online platform especially if restrictions continue throughout the year in 2021. Last year, Poundland announced it is to take its first steps towards selling goods online early this year.

The retailer plans to operate through three types of shop; its ‘destination shops’ will offer a full range of products, ‘core shops’ offering a broad range of goods will operate on high streets, while convenience shops will encourage shoppers to pop in to make quick purchases.

Poundland has not sold online before but COVID-19 restrictions have led to an increase in online retail. More people did their shopping over the internet last year and it is no doubt that this shift in consumer shopping habits will continue during the third lockdown.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.