2012 Save-A-Lot

PB CAREERS: Save-A-Lot – Brand Manager

\"\"The Brand Manager leads brand strategy and brand marketing efforts for the Save-A-Lot corporate brand and private label brands, reporting into the VP of Strategy & Marketing.  Responsible for building brand equity and profitability for the company, the Brand Manager strives to build Save-A-Lot’s competitive advantage via brand differentiation and consumer segmentation.

As the primary brand steward, this individual is responsible for the strategy, management, development, and execution of all consumer-directed creative elements of Save-A-Lot’s exclusive brands and corporate brand.  He/she leads the process to develop, pilot, launch and manage private label product brands with support from marketing and merchandising.

The Brand Manager is responsible for establishing the brand standards and for protecting them, by ensuring that all, which impacts the brand, is consistent and on strategy.  This position works closely with the store experience and communications team on brand equity development, brand standards and communication tools for internal and external use.  The position also works with the consumer insights team to continuously refine the company’s understanding of target consumers and customer segmentation.
Job Responsibilities and Accountabilities:

Responsible for the development and operational implementation of Save-A-Lot’s corporate brand and private label strategy, marketing framework and creative campaign platform.  He/she will bring the brand to life in all messaging, ensuring continued consumer relevancy and increased consumer awareness of the Save-A-Lot brand and private label brands.

  • Oversee the implementation of corporate and private label brand strategies through the strategic planning and budgeting process, implementing processes to track progress and ensuring resources and objectives are aligned cross-functionally.
  • Act as the central lead for brand platform pilots and regional launches.  Develop, execute and monitor comprehensive launch plans for new private label products.
  • Deliver branding consulting expertise to senior leadership, store experience, packaging, communications, merchandising and marketing teams to ensure effective execution of brand strategy.
  • Develop and maintain all private label brand guidelines.
  • Using consumer segmentation, identify and communicate who the Save-A-Lot target consumer is, ensuring all messaging and activities are addressed to this target.
  • Track, analyze and synthesize brand research and brand health data to develop actionable strategies to improve brand equity.
  • Manage budget and ensure on-plan delivery of costs and demonstrate understanding of P&L leverage points
  • Develop strong understanding of Save-A-Lot business, growth objectives, licensee base and assortment to develop national, scalable solutions.
  • Stay abreast of industry packaging, product and competitors’ brand trends.

Job Requirements:

  • A degree in Business with Marketing focus required. MBA preferred.
  • 8+ years Brand Management experience required
  • 4+ years consumer insights/research experience required.
  • 2 + years category management experience preferred.
  • 2 + years new product development experience preferred.
  • Demonstrated ability to mine, synthesize and apply deep consumer understanding to drive business growth
  • Exceptional creative sensibilities and experience in managing external consultancies and marketing communication agency partners
  • Excellent interpersonal skills to develop and maintain effective business relationships at all levels of the company and in the business community.
  • Market/consumer research experience with a good understanding of marketing, merchandising and consumer research.
  • Proficient on all Microsoft products, including Excel, PowerPoint, Word and Outlook
  • Advanced level PowerPoint required

Physical Environment:

  • Most work is performed in a temperature-controlled office environment.
  • Incumbent may sit for long periods of time at desk or computer terminal.
  • Incumbent may use calculators, keyboards, telephone and other office equipment in the course of normal workday.
  • Stooping, bending, twisting and reaching may be required in completion of job duties.
  • Some travel may be required

Primary Location:  Missouri-Earth City
#: 15175


Save-A-Lot Supervalu

SUPERVALU says Save-A-Lot Today

\"\"SUPERVALU owned hard discount grocer SAVE-A-LOT has rolled out a new Private Brand called Save-a-Lot Today line. The exclusive brand is touted as: “quality, everyday products at shockingly low prices.\” The new brand is a dramatic shift for Private Brands portfolio strategy at the discounter, dramatically stepping away from their tradition of private labels that mimicked their national brand target with a remarkably similar package design and distinctly faux brand feel labels like: Allure, Angel Fresh, Baked Fresh, Basic Soft, Baumann’s Best, Being Well, Bramleys in addition to more than 70 other labels.

This move looks strikingly similar to the introduction of Essential Everyday at SAVE-A-LOT’s parent company SUPERVALU. Essential Everyday will be used to consolidate and refine the SUPERVALU Private Brand portfolio and it certainly appears that this is a major step in a similar process at SAVE-A-LOT.

The new brand currently consists of 19 items including, a paper towels, a four-count of bath tissue, apple juice cocktail, assorted cookies, two types of mashed potatoes, barbecue sauce, Buttermilk Biscuit Mix, shredded imitation mozzarella or cheddar cheese, Buttermilk Ranch Dressing, Chocolate Fudge Chewy Brownie Mix, Pepperoni Party Time Pizza, Frosted Strawberry or Cinnamon Sugar Toaster Pastries, Pepperoni Pizza Snack Rolls, and Buttermilk Complete Pancake & Waffle Mix, as well as a chocolate chip option and syrup.

Save-A-Lot Supervalu

Supervalu Announces Transformational Private Brand Portfolio Changes

\"\"During a meeting with investors, SUPERVALU provided an update on its strategic plan to deliver profitable growth in the future for its shareholders. The plan, which supports the company\’s vision to become America\’s Neighborhood Grocer, is focused on improving the competitive performance at the company\’s traditional grocery stores, and on growing its Save-A-Lot and independent retail businesses. The company is investing in and deploying new tools and capabilities to support its owned and licensed formats and the many independent grocers, which serve customers daily.

Commenting on the company\’s plans, SUPERVALU CEO and president Craig Herkert said, \”We are focused on acting as one company, working toward a common goal of delivering increased value to all of our customers and meeting their needs neighborhood by neighborhood.\”

Traditional Retail Banners
At the meeting, the company\’s senior management team outlined key initiatives the company is undertaking to reverse sales declines at its traditional retail banners and get them back on the path to growth. The efforts underway include:

  • Sharpening the traditional retail banners\’ value proposition through a fair everyday pricing plus promotion strategy;
  • Enhancing fresh offerings, which includes providing customers with more locally grown produce, introducing a new \”Just Baked\” program to ensure the availability of fresh-baked breads and rolls throughout the day, and improving deli department offerings with new products like grilled chicken;
  • Developing and maintaining a portfolio of compelling private brand products that differentiate our retail outlets from our competition and provide more competitive value for customers;
  • Better matching store assortment and format to the needs of each neighborhood; and
  • Providing a more hassle-free experience both in-store and online.

In discussing its Private Brands program, Herkert said that the company expects to deliver a 100 basis point annual improvement in private brand sales per year over the next three years. As part of its plans, the company announced that it would radically evolve its Private brand portfolio including the move to a new single national-brand-equivalent private brand — Essential Everyday — to replace existing banner-branded products. With the introduction of the Essential Everyday brand, which will roll-out in phases, the company will be able to realize significant savings through packaging and taking a more national approach to advertising and promotions.

This move comes at the same time that Delhaize owned grocers Food Lion, Hannaford, Sweetbay, Bloom, Harveys and Reids are launching their similar My Essentials Private Brand and potentially consolidating their own banner Private Brands.  The similar strategy and obviously similar name may mean great minds think alike or it may herald the beginning of a new generation of generics heralded by the generic “Essentials” names. It would be nice to see Private Brand builders invest in naming and brand creation at the same level as national brands. Generic descriptive names may solve the short-term problem however they rarely if ever have the power to differentiate and create passionate loyal customers.

The company also plans to expand its Shoppers Value entry price-point Private Brand line and will be launching or relaunching 80 new items in the coming months.

At the meeting, the company discussed its plans to continue to aggressively support the national expansion of Save-A-Lot, its hard-discount format. Those plans include growing Save-A-Lot by 160 new stores in fiscal 2012, keeping the company on track to reach its goal of building a network of more than 2,400 stores by 2015.

The Save-A-Lot portfolio includes a blend of 30 percent corporate-owned and 70 percent licensee-operated stores. This multiple-ownership model supports the company\’s aggressive growth strategy, while helping it conserve capital.

During the meeting, the company announced the addition of the Save-A-Lot Today brand to its private brand program. The new Save-A-Lot Today brand is an opening price point line with most products priced under $1 to help its value-focused customers stretch their dollars.


Save-A-Lot Private Brand Goes Commercial

Take a look at this interesting commercial from the Supervalu owned value banner Save-A-Lot. The ad features a number of Private Brand videos as well as their hard hitting value message.


Bi-Lo Brookshire Grocery Food Lion Hannaford Lowes Foods Safeway Save-A-Lot Supermarket News

Innovation Drives Private Brand Promotions

\"\"This week the weekly supermarket trade magazine Supermarket News features this great article on the Top 10 Private Brand promotions from retailers all across the country. Each of the retailers and their promotions have been featured here, however the list is a nice way to see best practices. The list includes: Bi-Lo, Brookshire Grocery, Family Dollar, Food Lion, Hannaford, HEB, Lowes Foods, Safeway, Sav-A-Lot and Winn-Dixie.

Leadership Qualities: Top 10 Store-Brand Promotions

A car giveaway and free baseball tickets are just a few of the inventive ways retailers are building store-brand loyalty. SN recognizes the Top 10 promotional efforts

If store associates believe in a brand, chances are their support will rub off on shoppers.

That\’s the thinking behind a ground-breaking, private-brand promotion Family Dollar conducted last year.

The retailer sent coupons for its new Family Gourmet cookies to 48 stores so that employees could try them. Several weeks later, it ran a contest to see which stores could sell the most cookies. Those that did won cash prizes.

The event generated such a large sales lift that Family Dollar rolled out the cookie contest chainwide. The sales lift was equally as good.

“We wanted to incentivize our team members to drive sales of the cookies to foster greater trial among our shoppers,” said Mary Rachide, Family Dollar\’s private-brand divisional vice president. Rachide did not divulge the sales lift.

The effort is why Family Dollar is one of 10 retailers SN is recognizing in its second annual Top 10 list of distinguished store-brand promotions.

Indeed, retailers recognize that private-label success relies on more than just product innovation. It also requires a marketing plan that gets consumers interested in and excited about the brand.

As a result, companies are beefing up promotional activity, running everything from high-value sweepstakes like car giveaways to delivering free bags of groceries filled with private-label foods directly to consumers\’ homes.

SN selected the following initiatives based on a variety of criteria, including originality; high-value prizes; ability to generate consumer excitement about and engagement with the brand; Web-centric capabilities; and ties to a cause-marketing platform. All programs were executed over the last 18 months.

They appear in alphabetical order.

1. Bi-Lo Goes Out to the Ball Game

MAULDIN, S.C. — Bi-Lo tapped into America\’s pastime to stimulate trial of its store brands last spring.

Consumers who purchased four participating Southern Home and/or Top Care items in one transaction with their loyalty card received a voucher valid for two free tickets to a 2010 South Carolina Gamecocks or Clemson Tigers home game at Carolina Stadium in Columbia, S.C., or Doug Kingsmore Stadium in Clemson, S.C. Vouchers were redeemed at the stadium.

Bi-Lo distributed about 2,500 tickets in the so-called “No Dough” promotion, according to Katie Batista, Bi-Lo\’s events and sports marketing manager.

The goal was to drive sales in its private-label division, while rewarding customers with something out of the ordinary just for shopping with Bi-Lo.

Store-brand loyalty comes from product trial, so finding ways to motivate shoppers to make a private-label purchase is critical, Batista told SN.

“The Bi-Lo No Dough promotion allowed our customers to try something that they may never try on their own,” Batista said. “They were able to taste a great product and realized that their pocketbook was not being hit as hard.”

Bi-Lo hopes that next time shoppers are in the store, they\’ll purchase a store brand over a national brand, even when they\’re not given baseball tickets to do so.

2. Brookshire\’s Grocery Camaro Giveaway

TYLER, Texas — Brookshire Grocery Co. leveraged its sponsorship of the Texas Motor Speedway to promote its Food Club brand.

Brookshire\’s loyalty card data show that households that never purchased a store brand try its brands for the first time during a promotion.

While it frequently offers such incentives, it went a step further last year when it designed a high-value sweepstakes: a car giveaway.

From Sept. 1 to Oct. 12, shoppers earned an automatic entry to win a 2010 Camaro 2SS by purchasing any three Food Club items.

The goal of the promo, called Three to Get Ready, was to encourage non-buyers to try its brands, and current purchasers to try something new.

“We wanted to drive awareness of our [Texas Motor Speedway] partnership, while stimulating trial of our store brands,” said Chris Hardin, Brookshire\’s director of corporate brands and category management.

The retailer designed the promotion to be fun and exciting, as well as engage shoppers and build larger shopping baskets.

“It really doubled as a means to induce trial, and display our involvement in lifestyle activities that our customers are connected with,” Hardin said.

While Brookshire has been the official grocery store of Texas Motor Speedway for five years, this is the first time that it connected the partnership to a store-brand promotion.

Hardin said the initiative was a success, citing loyalty card data showing a 14% increase in transactions that had three or more Food Club items during the promotion.

3. Family Dollar Targets Employees

CHARLOTTE — As an employer of 45,000 people, discount chain Family Dollar Stores knows how valuable store associates can be in promoting brand awareness.

That\’s why it targeted them in a promo supporting the launch of its new Family Gourmet edible grocery line.

It sent coupons for free boxes of Family Gourmet cookies to stores so that employees could try them. Soon after, it ran a contest to see which stores could sell the most. Those that did won cash prizes.

“The Family Gourmet brand is new, and we wanted to encourage our store team members to try the products,” said Mary Rachide, Family Dollar\’s private-brand divisional vice president.

The contest started out as a 48-store test. Sales of the cookies increased so much that Family Dollar expanded it chainwide.

Store participation was high, and sales results were strong, according to Rachide.

Under another program, called “Taste of Family Dollar,” employees at the chain\’s corporate office in Matthews, N.C., were served lunch made completely from store brands.

Such efforts are designed to position employees as brand champions, according to Rachide.

“We believe that our store team members are uniquely positioned to be in-store ambassadors for our brands,” said Rachide.

Its employees are some of its most loyal shoppers, and customers look to them for their advice about the products sold in its stores, said Rachide.

“If we can encourage our store team members to try our products and have good experiences with them, they will share those experiences with their families and friends, and be much more likely to proactively recommend them to other shoppers in our stores,” said Rachide.

4. Stock-Up Sale at Food Lion

SALISBURY, N.C. — Food Lion motivated shoppers to buy not just one, but dozens of store brands when it ran its private-brand “Super Sale” early last year.

Shoppers earned $10 in savings redeemable on a future trip when they stocked up on 40 of its Food Lion- or Home 360-brand products.

Those who bought less were also rewarded. Shoppers who had four items earned $1 in savings; six, $1.50; eight, $2; 10, $2.50; and 20, $5.

The purpose of the Private Brand Super Sale was to offer Food Lion and Bloom customers additional savings, drive brand awareness and invite potential new shoppers to try its private-brand products, said Food Lion spokeswoman Tenisha Waldo.

“In today\’s economy, customers are looking for the best quality and value. By offering a financial incentive for shoppers, we were able to reward our loyal customers and put money back in their pockets,” said Waldo.

Meanwhile, Food Lion is on the leading edge when it comes to private-label mobile promotions. For instance, it ran a “Breakfast Club” mobile offer good for $1 off Food Lion-brand instant oatmeal.

The temporary offer was given to all those who texted “oatmeal” to 467467. Savings were automatically downloaded to shopper loyalty cards.

Separately, when Food Lion opened a new store in Wilmington, Del., the first 100 customers who entered the store received a free Food Lion reusable bag filled with private-label products.

Read the entire article and learn about the remaining six promotions.