And promotion. So it is possible for the same baked beans or the same breakfast cereal to be

Packaged differently and sold on the same supermarket shelves at different prices. Often the higher

Priced branded product will sell far better than the lower priced unbranded product despite the fact

That the product itself is the same.

Even before the great soap war erupted between Unilever and Procter & Gamble, the two companies

were together expected to spend more than ￡75 million in 1994 advertising and promoting

Their Persil and Ariel brands in the UK.

That is more than total annual sales of Britain’s 28th biggest grocery brand, Felix catfood. On

its own, Persil’s 1993 marketing and advertising expenditure of around ￡38 million was equivalent

to the total supermarket and high street grocery sales of Cadbury’s Dairy Milk chocolate, and

Ariel’s ￡35 million to the total grocery sales of Schweppes mixers.

Such can be the cost of maintaining and refreshing a top grocery brand — a cost which is making

it prohibitive even for many household names to sustain their special place in consumers’ hearts

By using traditional marketing strategies.

Vocabulary Notes to Text 13.7.1.4

To erupt — разразиться

To sustain — подтверждать, поддерживать

13.7.1.5. Read the text "Technological Revolution" and make an abstract of it in written form.

Technological Revolution