What about the 'tal-lira' brand and the euro?

Today is the last day of the LM currency. This currency has been with us for the past 35 years, 11 of which has seen the rise of the 'tal-lira' empire. The 'tal-lira' chain started off in a small garage in Iklin, next to JB stores and flourished into 20 outlets which sell almost everything. The latest additions include the 'tal-lira' superstores and 'tal-lira' cinemas.

On my way back home I wondered what will happen of this brand when there will be no Lira any more? An advert in yesterday's paper leads me to understand that the brand will not change but the price will...it will be cheaper! Instead of the equivalent €2.33 per item, all items at the stores will sell at €2 (Lm0.86).

The concept is clearly 'straight forward pricing'. Rounding the price allows 'tal-lira' customers to easily work out the final purchase when they pick 1,2,3 items or more. As the advert slogan rightly points out, the brand is not about the lira per se, but about one common and simple price.