Remember Maq? That plucky little brand marketed by Durban startup Bliss Chemicals that went up against OMO and, well, didn’t win exactly, but made a dent? They’re still at it, going up against the big boys on price (R22.99 compared with R26.99 for Sunlight, R31.99 for Omo and R31.99 for Ariel), and still trading. While Unilever’s market dominance remains intact, the entrance of Ariel by P&G has caused some waves, heating up the price war, and importantly for retailers providing some choice for punters on the shelves. But to put things in perspective, Maq own around 8.7% of the market, while Ariel claim 8.5%. Sunlight, by contrast, have declined to a still massive 41.1%.
Comment: In these difficult times, it is important to remember that the marketing of brands to consumers is not a zero-sum game, nor should it be. Viva choice.