Universal Music Poland has introduced a local version of frontline foreign product at the sharply-reduced price-per-dealer of Zloty 21 (€5.44).
The CDs, with Polish language inlays minus booklets, will be marked with blue stickers featuring the action slogan “Foreign records – Polish prices.”
“We are aiming for a retail price of Zloty 29.90 (€7.75), roughly half of what standard foreign new releases retail at now,” says the affiliate’s marketing and promotions director Zaneta Szlagowska.
The trial project follows a Universal Music Group pilot project to boost sales in some eastern European markets via a two-tiered pricing system.
According to Szaglowska, that initiative performed so well, UMP decided to create its own version.
The introduction of the new price-point will be accompanied by a full marketing campaign and extensive point-of-sale support, she says. This new option will exist alongside the original international editions, which feature more-sophisticated packaged.
“Consumers will be able to choose the version they want depending on their budget or enthusiasm,” she comments.
The trial will run until the end of the fall, after which time the company will decide whether and how to continue.
