C-242 Part 4: Case Studies
others. Super Selectos averaged 1250 m^2 , while Selectos
Market averaged 600 m^2. However, their personalized
customer service was similar and both had air condi-
tioning, provided grocery bags and following their long
time Hi-Low pricing strategy but now advertising more
than 800 promotions per month (see Fig. 2A and B).
These similarities made customers perceive both types
of stores as “Selectos”. This perception had allowed the
company to win over new customers quickly when they
had entered in informal markets (in other words, where
no other supermarkets already existed) and those that
had been recently formalized by the competition, espe-
cially in small cities. The Selectos brand was considered
the number one supermarket by 63% of the population,Figure 2 A) Promotions from Super Selectos and Selectos Market. B) Promotions from Super Selectos and Selectos Market
A