Great Value – Walmarts Tactic in the War on Hunger?

The Association of National Advertisers held it’s annual conference November 5-8, 2009 at the JW Marriott Desert Ridge in Phoenix, Arizona. The ANA Annual Conference – The Masters of Marketing is targeted to senior marketers and chief marketing officers. According the ANA website: The conference offers an opportunity to learn from and engage with the leaders of the industry, the masters, as they build brands, leverage the expanding array of media, make marketing more accountable, and improve the quality of their marketing organizations. The theme of the 2009 conference is “Growth – Defying the Recession.”

According to a New York Times article on the conference, “Concern over the perilous state of the economy ran throughout the discussions during the conference.”

Private Brand seems to be a key topic at virtually every retail and marketing related conference this year and this conference was no exception. The Times further reported that:

Stephen Quinn“There are families not eating at the end of the month,” said Stephen Quinn, executive vice president and chief marketing officer at Walmart, and “literally lining up at midnight” at Wal-Mart stores waiting to buy food when paychecks or government checks land in their accounts.

Among the steps WalMart is taking to address the changes in shopping habits, Mr. Quinn listed an overhaul of the retailer’s private-label brand, Great Value, which is promoted in commercials describing how families can fix dinners with Great Value products “for less than $2 a serving.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.