Maximalist - whow to grow a royal customer

Abstract

The history of “Maxima Lt” – today the largest employer in Lithuania – began in 1992 when it opened first shops around Lithuania. Company owned many shops with various names, but first became famous around the country when applied differentiated brand names “Minima”, “Media”, “Maxima” to their stores. “Minima” was a typical corner store, “Media” could be found in larger towns and “Maxima” – in the cities. For “Maxima Lt” it was quite complicated to position itself in the market with three different brand names – some customers expected that “Minima” (small corner store) was also selling lower quality goods then “Maxima”. In 2006 “Maxima Lt” unified all shop names into single “Maxima”. Starting from 2008 company started applying socially responsible marketing actions. Most interesting action among these is the one where “Maxima Lt” initiated scholarships to all best studying tenth grade secondary school students around Lithuania.