Background and Mentions
Pak’nSave is a discount food warehouse chain and one of largest
supermarkets with widespread distribution in New Zealand. The appeal of
Pak’nSave is providing food and groceries at low costs.
Figure 1 is the brand mentions from weekly and daily perspective. Chart
A is the weekly brand mentions, which were between 25 to 50 per week,
except the highest week from July 24th. Chart B is the daily brand
mentions, in which the peak value was also the July 24th. To find the
causes of this exception, this research drilled down the data and
navigated to the detailed mentions on that date. Surprisingly, most of
the mentions of July 24th pointed to a piece of news, published by New
Zealand major media such as Stuff.co.nz, reported that a major
competitor, “Countdown”, had been cutting down the cost of more than a
dozen of their women’s sanitary products (Macandrew, 2018). Although the
Pak’nSave was not directly mentioned, the social media obviously drew
this low-price-asserted brand into the spotlight and give an extra
exposure.