If you are in-and-around the world of retail then you likely have a reverence for Sam Walton. I mean, how could you not? He created a company that went from $1 billion to over $446 billion in just 33 years. But beyond the numbers, Walmart is truly part of the American – and even global – consumer psyche. Sam is an icon known for his personal charisma, entrepreneurialism and passion, and I like to think he is still relevant today, even after his passing in 1992.
So the branding question is, “Does heritage matter when it comes to Sam, and how does he relate to the world of private brands?” Sam’s Choice was a brand that was ever present in the 1990s, but has been reduced to just a handful of grocery categories as of late (coffee, frozen entrees, beverages). However, over the last few months it has seen a resurgence in the frozen pizza category where it has taken over what was once a Great Value item, rising crust pizza.
- What is the future if Sam’s Choice?
- How will the redesign and potential growth of Sam’s Choice impact the private Brand Portfolio strategy?
- Is Walmart attempting to catch up with mainline grocers (Safeway Select, Kroger – Private Selections, Food Lion – Taste of Inspirations, etc.), and build a robust Brand?
- What is the fate of World Table? Despite the fact that Walmart customers have clamored for the unique products, the brand has suffered from neglect and the delisting of many items.
It seems like the power of Sam and how he translates to Walmart’s branding is confused across the store. Heritage can be a really powerful asset if it is considered with a deft and consistent marketing touch.
This is one of many insights that are part of our new report, MPB SIGHTLINE The 2013 Walmart Private Brand Portfolio, an In-Depth Analysis of Walmart’s Private Brand Strategy.
With over 450 pages of detailed analysis of Walmart’s Private Brand portfolio and strategy, SIGHTLINE is a must-have for all retailers, manufacturers, national brands, agencies, brokers, vendors and analysts.
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