$319 $m
Extra, a major supermarket chain owned by Grupo Pão de Açúcar, continues to expand its presence in Brazil through different formats and store sizes. Much of its recent growth can be linked to the update in its positioning, which is more inspirational and fosters closeness with the consumer. Now moving away from the price and promotion proposition to explore more emotionally driven territory, such as a new focus on family and lifestyle, the brand is showing signs of maturity. Though it’s evolving in the right direction, Extra’s challenge is to ensure that consumers fully understand and accept this new proposal, which will allow Extra to make the shift from a brand that appeals mostly on price to one that offers consumers a friendly experience, convenience and variety. Despite some internal turmoil due to Grupo Pão de Açúcar leadership changes, Extra kept its brand protected.