A brand owner that reduces the amount of product in the package, without an equivalent reduction in the price (‘shrink-flation’) is not only 'short-changing' the consumer (the supplier meets the letter-of-law requirement via the on-pack weight declaration, but misses entirely the spirit-of-law impact on the consumer, especially those that know the brand), but is in fact altering the accepted combination of the 4Ps, thereby reducing the competitive appeal of that brand compared with competing brands that have not made similar changes....
A pity to undo in a stroke, the work of years in brand-building...
