INTERNATIONAL'S APPROACH TO PROMOTIONS : PLAIN AND SIMPLE MOVES INTO SECOND GEAR

International Stores have now started Phase 2 of their Plain and Simple promotion campaign, which offers simply presented packs at guaranteed fixed prices for three months. Effective distribution is an important element in the marketing plan, as will be seen in this feature based on an interview with Mike Groves, International's joint managing director, by the editor of RDM.