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Zim: Supermarket chain reacts to rivals campaign
TM Supermarkets has reacted to a market campaign by OK Zimbabwe aimed at increasing customer traffic into its stores. There has been a rush of customers into OK Supermarket outlets since its OK Grand Challenge promotion was launched last week, with thousands of dollars worth of prizes and discounts on over 80 product ranges from participating suppliers and manufacturers.
On Monday, 26 April 2010, TM Supermarkets, in which South Africa's Pick n Pay has a 25% stake, countered OK's campaign with its own nationwide promotion that has rather created suspense on the market.
“Hold on to your money,” said TM in a campaign poster featuring a customer flashing US dollars, with South African rand coins with a note saying “no matter how little”.
It went on: “Something crazy is about to happen at a TM near you...Six hours of sheer shopping madness coming soon...on 30th April from 2pm to 8pm.”
It was not immediately clear what TM held in store for its customers, but one analyst said there was likely to be “a bruising encounter” between the two retail groups as they fought for the attention of customers.
About Dumisani Ndlela
Dumisani Ndlela is a Zimbabwean journalist specialising in business and financial reporting, with experience reporting on commodities, stock and financial markets, advertising, marketing and the media. He has previously reported from a number of regional countries as well as from the UK and Germany on commodities and regional integration. He can be contacted on ku.oc.oohay@aleldnd.