THE POP PREDICAMENT

Manufacturers have considered supermarket shelves, floors, ceilings and fixtures to be their turf, where they could deliver last-minute product promotions. Yet, retailers, emboldened by consolidation and a new sensitivity to branding, are adopting the same attitude, and their goal -- promoting their store -- has created a clash point right where it counts most: the consumer."Our business plan going

Manufacturers have considered supermarket shelves, floors, ceilings and fixtures to be their turf, where they could deliver last-minute product promotions. Yet, retailers, emboldened by consolidation and a new sensitivity to branding, are adopting the same attitude, and their goal -- promoting their store -- has created a clash point right where it counts most: the consumer.

"Our business plan going forward this year focuses on two messages for consumers in our stores. One, Food Lion

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