Magazine: Indulging Christmas collections

Christmas gift sets are popular because of their price-value ratio, contents, novelty factor and price. According to Kornélia Kómár, Unilever Magyarország Kft.’s junior brand manager, one of the reasons why Unilever is the market leader is that the company compiles the Christmas gift sets with shopper preferences in mind. They try to offer gift ideas which are practical and trendy at the same time.

Melinda Jáger
marketing manager
Beiersdorf

Melinda Jáger, marketing manager of Beiersdorf Kft. told our magazine that shoppers prefer reliable brands, special packaging designs and sets with more products. However, there are price-sensitive consumers who want their good old products offered in combination with others at a reduced price. Beiersdorf Kft. has simple paper-box gift sets with 2-3 products and premium sets as well.

Vivien Havasi-Juhász
assortment manager
dm

Vivien Havasi-Juhász, dm Kft.’s assortment manager informed our magazine that certain sets return year after year with small modifications, while others follow the latest trends in design, fragrance, product content and size.

Katalin István
senior brand and
trade marketing manager
Henkel

Henkel is present with gift sets in every price segment. Some feature the most popular major brands but the company also offers ‘value’ sets. They even have cosmetic bags filled with premium products and Fa, Schauma and Vademecum gift sets for children – revealed Katalin István, Henkel Magyarország Kft.’s senior brand and trade marketing manager.

Zsolt Nagy
national account manager
Orbico Hungary

Zsolt Nagy, national account manager of Orbico Hungary Kft. reckons that sales-wise the most important thing is to be present in shops with Christmas gift packs already in October. The company is present on store shelves with packs of goods consumed daily and with premium shaving compilations.

Anna Csapó
marketing assistant
Sarantis

Anna Csapó, marketing assistant of Sarantis Hungary Kft. thinks that price is also a key element in gift set sales. She added that successful sets must contain an extra gift too.

Szilvia Horváthné Pánczél
deputy managing director
Yamuna

According to Szilvia Horváthné Pánczél, deputy managing director of Yamuna Kft., their loyal buyers are of the opinion that an exclusive gift set is the perfect Christmas present. She shared the view that an extra gift can convince shoppers to pick a certain set.

Ms Kómár told: in the 2017 Christmas season the HUF 1,000-1,999 price category was the most popular from gift sets. Ms Jáger informed that Beiersdorf Kft. puts Christmas git sets on the market in three price categories: HUF 1,000-2,000, HUF 2,000-4,000 and HUF 5,000-6,000. The company’s experience is that shoppers pick sets with a definite budget in mind. Ms Havasi-Juhász let us know that more expensive products are increasingly popular, but certain classics also sell well in the Christmas season. Ms István told: if the prices of products in a Christmas gift pack are lower than the usual, shoppers often buy sets for themselves too. Mr Nagy informed that in the retail channels where their gift sets are sold, it is sets priced below HUF 4,000 that realise 80 percent of sales. He believes that extra gifts don’t really influence buying decisions. Ms Csapó told: consumers like to choose sets that contain perfume too – besides the usual deodorant and shower gel.

Kornélia Kómár: ‘This year we are going to make channel-specific sets too, which will only be available in certain drugstore or hypermarket chains. There will be sets featuring the very successful Dove Restoring hand cream, Dove shower gels and the new Axe Gold deodorants and shower gels.’ Melinda Jáger: ‘Classic NIVEA sets are important every year. The cooperation we started with Real Madrid will play a role at Christmas too. As part of the ‘NIVEA cares about families’ charity programme, from the price of every NIVEA Christmas gift set sold a certain sum will go to the foundation of Hungarian SOS Children’s Villages’ Katalin István: ‘This year we are going to be present in every channel. The premium portfolio will be bigger than in former years. Nature Box hair and skin care products will debut in September, and in Nature Box gift sets they will be cheaper than otherwise. The most popular Fa and Schauma products will also be available in gift sets.’ Vivien Havasi-Juhász: ‘Shoppers are open to buying limited edition products, so sets containing these are increasingly popular. The packaging designs of gift sets are updated every year. This year new Christmas gift sets – both private label and branded product compilations – will turn up on store shelves.’

Zsolt Nagy. ‘As the official distributor of P&G products, Orbico Hungary will be present with gift sets in all channels. Sets will contain Old Spice, Gillette and Venus products, plus Oral B electric toothbrush sets will also be available. We calculate with a minimum 10-percent increase in Christmas gift set sales this year.’ Anna Csapó: ‘There will be offers with every new STR8, B.U. C-THRU, DENIM and TESORI DI ORIENTE fragrance. Our gift sets will be available in the shops of both Hungarian and multinational retail chains. Some sets will come with a free cosmetic bag or a trimmer.’ Szilvia Horváthné Pánczél: ‘Our popular limited edition fragrance range ‘Winter Dream’ will come out again, and we will have two new Christmas fragrances too, which will be featured in gift sets. We hope that shoppers will buy many of our sets in Müller drugstores and our online shop.’ //