Archive for Rite Aid
Private BRand. Whats in a Name?
Posted by: | CommentsDuetsBlog posted this fascinating look at product naming in the nations top three drug retailers, it is a nice analysis of the various naming conventions used by the big three (Walgreens, CVS, and Rite Aid).
If you are unfamiliar with DuetsBlog it is written by attorneys form the Minnesota law firm of Winthrop & Weinstine. Take a moment and check it out. Here is an excerpt from their “About Us” page that sums up their purpose.
DuetsBlog was born out of the chasm that can divide legal and marketing types. Sometimes this separation can be explained by the difference between left and right brain dominance. Sometimes it is driven by arrogance or rigidity. Sometimes Dr. No is the root of the problem, standing in the way of progress and stifling important business goals. Other times, simple oversight is the culprit. Whatever the reason, this divergence can be a formidable obstacle to early coordination, planning, and dialogue between legal and marketing teams. When this happens, most certainly the opportunity for an organization to be strategic, create and own great value, and protect it, is diminished, if not lost altogether. DuetsBlog is our effort to facilitate a more ambidextrous approach and promote early—and very graceful—collaborations among legal and marketing teams.
I have dealt with many trademark and copyright attorneys over the years so I can certainly attest to the chasm they speak of but when the partnership is successful it can create some great brands.
Naming the Store Brand
Every Sunday I go through the circulars in the paper looking for new products. I usually spend a lot of time with the ads from the national drug store chains (Walgreens, CVS, and Rite Aid). Recently, I observed that each chain seems to have a radically different philosophy on store brand naming. And while this observation isn’t earth shattering, it exposes the marketing strategies (or lack thereof) of each chain.
For example, check out the allergy section. The big brand names like Benadryl®, Claritin® and Zyrtec® all have store brand/private label competition. Walgreens naming protocol for its store brand is pretty straightforward and seems to be designed to help a consumer find the Walgreens knockoff of the branded product. You can buy Wal-dryl, Wal-itin, and Wal-zyr, and the packaging is color coded to make it easier. This is a very consistent strategy that is designed to make life easier for the consumer and also designed to build the “Wal-“ prefix as a brand.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.Drugstore Private Brands Invade Sunday Newspapers
Posted by: | CommentsMany of my frequent readers have heard me talk about my family and my wife’s affinity for couponing, she writes a on again, off again blog call Drugstore Mom about her love of drugstore loyalty programs and couponing. So every Sunday morning we sit down with our local newspaper, and I read the paper and she clips coupons and looks for deals. She was particularly excited this week as there where five FSI’s (Valasis, P&G, etc.) so she came home with two newspapers.
I read the inserts but my focus is on Private Brands and related news so I started to notice a trend not one but all three of the major drugstores in our market are featuring Private Brands in their Sunday circular.
Walgreen’s features Private Brand allergy relief products on the cover, an entire page of Private Brand products on page two and numerous other Private Brand products throughout the twelve-page circular. Notice the packaging creative is clearly in transition, it will be interesting to see how Private Brands evolve in Walgreens and where the W and Walgreens branded products will play.
Rite Aid is running a “Buy One Get Second one 50% Off” on all it’s Private Brand Rite Aid Private Brand products. The promotion is featured on the last page of their twelve-page circular.
CVS inserted a sixteen-page circular which includes CVS Private Brand products throughout as well as a “Buy One Get Second one 50% Off” block on page four.
Private Brands go Back-to-School at Rite Aid
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Rite Aid, one of the nation’s leading drugstore chains with more than 4,800 stores in 31 states and the District of Columbia announced today that it will, “tempt frugal shoppers nationwide by offering a wide selection of value-priced private brand back-to-school products and a series of back-to-school savings programs including more than $200 worth of school supply rebates.”
According to the Rite Aid press release:
“In times like these, we know many families are going to be watching their monthly budgets,” said Greg Axtman, Rite Aid category manager for home, office and school supplies. “We’re doing everything we can to offer them many reasons to come check us out each and every week.”
Private Brand’s Dramatic Shift!
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This week Instore Marketing Institute & Shopper Marketing published this insightful piece on Private Brand, take a multichannel look at the growing Private Brand market. The article examines a wide range of retailes ranging from RiteAid to Best Buy.
According to the article: Todd Maute, senior vice president and partner at CBX, a New York-based branding and design firm, says the growth of shopper marketing has changed how they’re looking at private label. “The use of frequent shopper data is changing the dynamic. The shift has gone away from the CPG companies to the retailer because the retailer has the data and the place where those shoppers are being engaged, which is the store.”
Special Report: Private Label Update
By Erika Flynn
Spanning more than 100 categories in food, beverages and household consumables, Walmart’s Great Value brand is the largest retail food brand in both sales and volume.
In fact, Walmart’s total own brand sales (including other house brands) significantly exceeded total sales from Coca-Cola, McDonald’s and Google combined last year, according to Giovanni DeMeo, director, global brand development for Daymon Worldwide Design, a private-label development firm in Stamford, Conn.
A complete relaunch of the “couple thousand”-SKU Great Value brand began hitting store shelves at the end of March, featuring a consistent packaging design, the reformulation of 750 products (that weren’t previously hitting national-brand standards), and the addition of 80 others.
Not only does the revamp show Walmart’s lasting commitment to private label, but it also comes at a time when an increasing number of retailers, large and small, are leveraging their store brands.
“Our customers are expecting more out of our private brands, and we’re responding to their needs,” said Andrea Thomas, senior vice president of private brands for the Bentonville, Ark.-based retailer during Reuters Food and Agriculture Summit in Chicago in March. “The brand reinforces Walmart’s commitment to helping customers save money by offering national-brand quality for less.”
Read the entire article: Special Report: Private Label Update
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