The Global Brand
Local Success
Modern trade also encourages price comparison
With traditional trade choice at any one outlet is limited and people have to ask for brands by name, reinforcing brand loyalty provided yours is the brand that is stocked.
By contrast, modern trade presents brands by category, side-by-side, which makes it easy to compare ingredients, weights and prices.
Carolina, South Africa
MAQ is a low-priced brand that has caused significant problems for Unilever in Africa. Reasonably effective and low-priced, it initially became popular as a result of positive word of mouth. The brand is now being advertised. In the Carolina's local SPAR, MAQ is found side-by-side with competing premium brands such as Sunlight, Omo, and Surf, making it easy to compare prices.