The consumer value shift – the new trend in marketing your products
CZ Electronics manufactures and distributes a variety of audio-visual and electronics products to businesses in South Africa and sub-Saharan Africa, which in turn, resell to consumers.
The variety of products on offer includes TVs, sound products and set top boxes destined for private label consumption via respected resellers. And while big name brands may be more recognisable at first glance, the socio-economic conditions brought about by COVID-19 have seen a shift in consumer behaviour as purse strings continue to tighten, and value, as opposed to immediate brand recognition is becoming more prevalent.
There is no such thing as a “no name” brand
Private label brands – like AIM, exclusively manufactured for Pick n Pay by CZ Electronics – are gaining momentum. It is highly likely that this is because consumers, while still concerned with value and quality, are also concerned about price. There is a difference, however, between buying a “cheap” grey import from a dealer who is not necessarily “reputable” and a certified reseller of a locally manufactured product.
Private label brands – like those manufactured by CZ Electronics – are backed by fully-serviceable local warrantees. Parts and support are readily available locally and the products that reach the end user on the shelf have generally had a proven track record in the local market.
With grey imports, this is not necessarily the case. Even if a grey import carries a well-known brand name, local distributors are unlikely to service it, or will do so at a cost. When local consumers purchase private label products, they can rest assured that they will not be left in the lurch when it comes to service, and can plug the product in with confidence, knowing that it is made with the local market in mind.
Local products, local security
Locally produced products are providing South Africans with more affordable quality than grey/parallel imports and many big brands. And as the trend towards seeking out value as opposed to brand recognition continues to grow, CZ Electronics will continue to spread the message that value is easier to find than many consumers may expect.
CZ Electronics – Bringing Tomorrow Home.