The Global Brand
Local Success
Strong brands use modern trade to their advantage
In contrast to traditional outlets, hypermarkets, convenience stores and deep discounters are an easier way to gain distribution. So for many brands the growth in modern retail is a benefit. Logistics are simplified and existing relationships help ensure a strong in-store presence.
In-store visibility is a major advantage in developing economies where consumers may not be that familiar with specific categories and the brand choices on offer.
Nairobi, Kenya
Global brands understand this and use their marketing clout to ensure prominent in-store visibility through mass facings and branded display units. Another common practice is the use of "impulsadoras" as they are known in Latin America, people employed by the brand to help persuade people to buy on impulse at the point of purchase.