Keells, on the other hand, became a popular household name not so long ago, with popular products such as Keells meat balls, bacon and the sausages. Keells pork sausages made its way even to the United Arab Emirates, a true testimony to the success of the brand.
Today, both are in retail business. They are in modern trade, own and operate supermarkets island-wide.
Their positioning? Keells is the premium store, that commands a premium price. Cargills aka Food City, is the place for the masses – the place you stop by on your way home. They even challenge that they offer the cheapest price, if not, you get the difference refunded.
In my mind, it was Keells which began as a brand for the masses, and Cargills was the premium brand. Goes back to our understanding of advertising and marketing. Too many marketers with too many qualifications, and just no common sense. One must understand the core values of a brand/product/service and what it stands for, before thinking of its positioning.
Cargills could have easily been the most premium superstore in the country if they didn’t forget where they came from. Cargills was THE name. They could’ve earned billions more, if only they didn’t forget their heritage. Period.
“Food City” could’ve been a brand on its own, for the masses. Easily.