Walmart’s Dramatic Private Brand Changes Examined in MPB Sightline 2.0
In light of recent dramatic changes to the private brand portfolio, we have released version 2.0 of the groundbreaking MPB SIGHTLINE: The 2013 Walmart Private Brand Portfolio report.
With version 2.0 of SIGHTLINE, written by Christopher Durham, My Private Brand President, and retail branding expert Perry Seelert, the duo add to the insights that were revealed in the first addition with a closer look at the test of the neo-generic private label Price First, Great Value Naturals and the reemerging Sams’ Choice.
SIGHTLINE takes the reader on a walk through the Walmart store one department at a time. While most reviews of their brands have focused on Great Value, SIGHTLINE looks at the entirety of the brand portfolio, from Ol’ Roy in Pet to Onn in Electronics and Faded Glory in Fashion.
“Walmart’s Private Brand portfolio is a sophisticated, increasingly credible, multi-billion dollar asset,” said Durham. “It’s a powerful tool in Walmart’s quest to create differentiation, build customer loyalty and further sharpen their piercing competitive edge.”
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.
This is truly a must-have if you are in Retail, in the Store Brand/Private label industry, an analyst looking for insight, a branding or advertising agency, or within the CPG manufacturing world wanting an in-depth view of Walmart’s strategy. The authors also detail:
- The Price First Test
- Great Value Naturals
- The Remergence of Sam’s Choice
- Key insights into the program that have flown under the radar
- Opinion as to what Walmart could be leveraging and attacking the future
- The history of Great Value from 1993 to today
- Grocery, the successes and failures and the ever-changing perimeter
- Nonfood and Hardlines category, especially those that seek dominant penetration
- A first-ever Softlines/Fashion analysis of every Walmart brand, including their licensing strategy
- A total portfolio review that addresses each brand’s purpose, role and scope
- 450+ page electronic copy of the full color SIGHTLINES report in PDF format including more than 200 photographs
- A face-to-face 1-hour executive presentation by the authors
(expenses not included)
About the Authors
About Christopher Durham and My Private Brand
Christopher Durham is a thought leader, consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building numerous billion-dollar brands. While working at Lowe’s Home Improvement, he developed and implemented Private Brand portfolio strategy for their portfolio of Private Brands as well as creating and managing several of their billion dollar brands. Prior to Lowe’s, he served as Brand Manager at Delhaize America where he developed and delivered retail brand marketing as well as Private Brand strategy and development for Food Lion, Bloom, Bottom Dollar and Harvey’s.
His influential website, My Private Brand, is the most widely read daily publication on Private Brands in the world and the leading resource for retailer owned Brand development, analysis, best practices, news, information and jobs.
About Perry Seelert
Perry Seelert is a retail branding and marketing expert with a passion for challenging conventional strategy and truths. Recognized as one of the leading authorities on retailers’ proprietary brands, he has shaped clients’ programs directly across four continents. Perry is the former Co-Founder and Strategic Partner of united*, where he partnered with Pepsi, Lowe’s Home Improvement, CVS, A&P Supermarkets, Hearst Corporation and Starwood Hotels on how best to optimize their brands for the future. He is the former Chief Marketing Officer of Daymon Worldwide, and was one of the first to lead the shopper marketing revolution as VP/Management Director at Saatchi & Saatchi.
Walmart Private Brands and Licensed/Exclusive Brands included:
@ the office, Backyard Classics, Backyard Grill, Bella Bird, Better Homes & Gardens, Brahma, Canopy, Clear American, ColorPlace, Danskin Now, Earth Spirit, Easy Home, Equate, Equate Beauty, Everstart Maxx, Everstart Plus, Everstart Value, Faded Glory, Flower, Free Tech, geoGirl, George, Gold’s Gym, Great For You, Great Value, Hometrends, I Wish I Was, Kid Connection, LEI, Lucky Duck, Mainstays, Mainstays Kids, Marketside, Martha Stewart Crafts, Miss Tina, My Life as, No Boundaries, Oakleaf, Ocean Pacific, Ol’ Roy, Onn Platinum, Ozark Trail, Parent’s Choice, Paw Print, Prima Della, Protégé, Pure Balance, ReliOn, Sam’s Choice, Special Kitty, Starter, Supertech, The Bakery, The Bakery presents Paula Dean, The Bakery Signature, Walmart Deli, Way to Celebrate, White Cloud, White Stag, World Table, Price First, Great Value Naturals