The FMCG industry gets more and more competitive. The increasing pressure on promotion leads to margin erosion, whereas well-known brands should be more involved with the innovation of their distribution channels and with increasing customer involvement in their brand. Price promotions are not the right tool for that. Below, I will address three alternatives to price promotion: sales promotion, short-term saving promotions and loyalty programmes. The marketing budgets of the top 50 brands in the food industry are under pressure due to fierce price competition between supermarkets and the store brand that is gaining market share. In order to ‘turn things around’, manufacturers predominantly resort to price promotion: the only marketing tool that is used more than ever before. According to GFK, the ‘promotiedruk’ (promotion pressure) – the percentage of total revenue generated from the promotion – has reached historic levels of almost 20 percent. In some categories, like detergents and beer, these levels are almost twice or thrice as high.