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SOUNDING OFF:Tesco has just announced its latest round of long-term “price cuts”, but a Rathfarnham reader called Darragh is less than impressed .

“What your readers should be aware of is that these cuts amount to nothing more than a huge marketing gimmick,” he says before giving a few examples. “A 500ml bottle of Listerine Coolmint mouthwash cost €5.19 late last year. In January the price climbed to €6.90, and Tesco recently announced ‘long-term price cut’ is €5.19. A 150ml Dove deodorant spray cost €3.39 in 2008, before climbing to €3.66 and then falling back to €3.39. A 500ml bottle of Sanex shower gel cost €4.40 late last year and €4.75 in the first part of this year before falling back in price as part of Tesco’s price cuts to €4.55. A 250ml bottle of Dove shower gel was €2.99 in late 2008, €3.29 earlier this year and €3.10 now.