i was at the supermarket and bought a chocotone from visconti. when i got home i researched if it was actually good, to see if it was worth the price.
found out that viscontis factory is the same as bauduccos (Pandurata), despite the price difference. and then the question came up: if its the same company, then why split into different brands?
the answer is simple, they do this to not leave money on the table. (¬‿¬)
if u have 10 bucks, they have a product for u. if u have 100 bucks, they have a product for u too. the goal is to make sure nobody leaves the store without buying something from them. they want everyones money, from the rich to the broke! lol
the pandurata ranking (bauducco, visconti, tommy)
the company knows not everyone can afford an expensive panettone. so instead of losing customers to competitors, they created an internal "ranking":
| tier | brand | positioning |
|---|---|---|
| tier s | bauducco | premium brand. u pay for tradition, the fancy gift box and heavy tv marketing. |
| tier a | visconti | the famous cost-benefit! for those who want good quality without going broke. |
| tier b | tommy | budget line, made to be super cheap and compete with unknown brands. |
do other companies do this?
yes, lots of them! like unilever with laundry detergent:
| tier | brand | positioning |
|---|---|---|
| tier s | omo | promises whiter whites, has nasa enzymes (jk), and costs a lot. |
| tier a | brilhante | the middle ground. good, smells nice, but without all the "technology" marketing. |
| tier b | surf | u know that cheap one with super strong flower smell? thats the one. |
if u buy omo for going-out clothes and surf for floor rags... congrats, u gave unilever profit twice. stonks!