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Walmart, Inc., like many large retail and grocery chain stores, uses a brand strategy that offers private brands (private label, store brand) and generic brand merchandise.
| | This article needs additional citations for verification .(May 2018) |
Walmart, Inc., like many large retail and grocery chain stores, uses a brand strategy that offers private brands (private label, store brand) and generic brand merchandise.
In March 2018, to better compete with Amazon and Target, Walmart introduced three new clothing lines and revamped an existing clothing line. [1]
Sam's Choice, originally introduced as Sam's American Choice in 1991, is a retail brand in food and selected hard goods. Named after Sam Walton, founder of Walmart, Sam's Choice forms the premium tier of Walmart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items. [3]
Compared to Great Value products and to other national brands, Sam's Choice is positioned as a premium retail brand and is offered at a price competitive with standard national brands. It typically offers either competitive items in a given product category, or items in categories where the market leader is an "icon" (for example, Coca-Cola in the soft drink category).
Most Sam's Choice beverage products (excluding Grapette and Orangette)[ citation needed ] are manufactured for Walmart by Cott Beverages. [4] Other products in the line, including cookies, snack items, frozen meals, and similar grocery items, are made by a variety of agricultural and food manufacturers.
Competitive pricing of the Sam's Choice brand and store-branded and generic goods is possible because of the lower expense required to market a retail chain's house brand, compared to advertising and promotional expenses typically incurred by the national brands.
Most Sam's Choice-branded products have been replaced by either the relaunched Great Value brand, or the new Marketside brand.[ citation needed ] The brand was reintroduced in 2013 with a new logo and a focus on premium food products with organic ingredients.
Great Value was launched in 1993 (but products were made as early as 1992) and forms the second tier, or national brand equivalent (NBE), of Walmart's grocery branding strategy. [3]
Products offered through the Great Value brand are often claimed by Walmart to be as good as national brand offerings, but are typically sold at a lower price because of lower marketing and advertising expense. As a house or store brand, the Great Value line does not consist of goods produced by Walmart, but is a labeling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra, and Sara Lee which, in addition to releasing products under its own brand and exclusively for Walmart, also manufactures and brands foods for a variety of other chain stores. [5] [6] Often, this labeling system does not list location of manufacture of the product. Walmart contends that all Great Value products are produced in the United States.[ citation needed ] Otherwise, the country of origin would be listed.
As Walmart's most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, buttermilk biscuits, cinnamon rolls, pies, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Walmart's top-selling retail brand.
The Great Value brand can also be seen in Canada, Costa Rica, Honduras, Nicaragua, El Salvador, Mexico, Argentina, Chile, and Brazil and some Trust Mart stores in Hunza Pakistan, through a partnership with Walmart but China is not included anywhere. Bharti EasyDay retail grocery stores sell Great Value brand products in India as well. Great Value brand products as well as Walmart merchandise are also present in Seiyu grocery stores (owned by Walmart) in Tokyo, Japan as of October 2014, despite at least one report of a transition away from the brand. [7]
In 2009, the Great Value labels were redesigned to be predominantly white. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. [8] Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging. [ citation needed ]
Bettergoods (stylized as bettergoods) was launched in 2024 as a higher-end line of grocery products, though still marketed as budget-friendly. The initial launch began with over 300 items aiming to show the speed at Walmart could "bring trend and innovation to market at scale." [9] The focus of the brand is to expand into three specific markets: new culinary experiences, plant-based alternatives to mainline products, and "Made Without" products catering to different dietary styles (i.e. gluten-free, or made without artificial flavors, colorings or added sugars).
Equate is a brand used by Walmart for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. Before its takeover by Walmart, the formerly independent Equate brand sold consumer products at both Target and Walmart at lower prices than those of name brands. Equate is an example of the strength of Walmart's private label store brand. In a 2006 study, The Hartman Group marketing research firm issued a report which found that "Five of the top 10 "likely to purchase" private label brands are managed by Walmart including: Great Value, Equate, Sam's Choice, Walmart, and Member's Mark (Sam's Club), per the study." The report further noted that "...we are struck by the magnitude of mind-share Walmart appears to hold in shoppers' minds when it comes to awareness of private label brands and retailers." [10]
In mid-2010, the brand underwent a logo redesign, as well as packaging changes similar to the Great Value brand.
Ol' Roy is Walmart's store brand of dog food, created in 1983 and named after Sam Walton's dog. It has become the number-one selling brand of dog food in the United States. It is comparable to Nestlé's Purina. [11]
In 1998, samples of Ol' Roy (together with various other brands) were subject to qualitative analyses for pentobarbital residue by the U.S. Food and Drug Administration Center for Veterinary Medicine due to suspicion that the anesthetizing drug may have found its way into pet foods through euthanized animals. Pentobarbital was found in 5 out of the 8 Ol' Roy samples in the initial survey. The highest level of pentobarbital detected among all dog foods tested was an Ol' Roy formulation (Puppy Formula, Chicken and Rice) at 32ppb. The CVM concluded this level of pentobarbital would be unlikely to cause adverse effects even to the smallest dogs. [12] [13]
Special Kitty is Walmart's store brand of cat food and other cat care products, such as litter and treats.
Parent's Choice is Walmart's store brand; including diapers, formula, and accessories. Like other Walmart store brands, its design and packaging was relaunched in 2010. Parent's Choice is manufactured by Wyeth, a pharmaceutical company that is a subsidiary of Pfizer. [ citation needed ] On October 15, 2009, representatives of Pfizer signed the final acquisition papers, making Wyeth a wholly owned subsidiary of that company, thus completing the US$68-billion dollar deal. [14]
Play Day is a wide-ranging brand of budget-priced children's toys. Play Day launched in between mid-2014 and early-2015, as a replacement brand for Kid Connection.[ clarification needed ]
Pen+Gear is Walmart's store brand for school and office supplies. From notebooks, pens, markers, paper, binders, pencils and even paper shredders. Pen+Gear replaced the brand name Casemate in late 2016.
A supermarket is a self-service shop offering a wide variety of food, beverages and household products, organized into sections. This kind of store is larger and has a wider selection than earlier grocery stores, but is smaller and more limited in the range of merchandise than a hypermarket or big-box market. In everyday United States usage, however, "grocery store" is often used to mean "supermarket".
A grocery store (AE), grocery shop (BE) or simply grocery is a foodservice retail store that primarily retails a general range of food products, which may be fresh or packaged. In everyday U.S. usage, however, "grocery store" is a synonym for supermarket, and is not used to refer to other types of stores that sell groceries. In the UK, shops that sell food are distinguished as grocers or grocery shops (though in everyday use, people usually use either the term "supermarket" or a "corner shop".
Loblaw Companies Limited is a Canadian retailer encompassing corporate and franchise supermarkets operating under 22 regional and market-segment banners, as well as pharmacies, banking and apparel. Loblaw operates a private label program that includes grocery and household items, clothing, baby products, pharmaceuticals, cellular phones, general merchandise and financial services. Loblaw is the largest Canadian food retailer, and its brands include President's Choice, No Name and Joe Fresh. It is controlled by George Weston Limited, a holding company controlled by the Weston family; Galen G. Weston is the chair of the Loblaw board of directors, as well as chair of the board of directors and CEO of Canada-based holding company George Weston.
A hypermarket is a big-box store combining a supermarket and a department store. The result is an expansive retail facility carrying a wide range of products under one roof, including full grocery lines and general merchandise. In theory, hypermarkets allow customers to satisfy all their routine shopping needs in one trip. The term hypermarket was coined in 1968 by French trade expert Jacques Pictet.
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by the firm that owns it, although in rare instances the brand is licensed to another company. The term often describes products, but can also encompass services.
A discount store or discounter offers a retail format in which products are sold at prices that are in principle lower than an actual or supposed "full retail price". Discounters rely on bulk purchasing and efficient distribution to keep down costs.
SuperValu, Inc., was an American wholesaler and retailer of grocery products. The company, formerly headquartered in the Minneapolis suburb of Eden Prairie, Minnesota, had been in business since 1926. It is a wholly owned subsidiary of United Natural Foods (UNFI).
President's Choice or PC is a line of grocery products and services offered by the Canada-based Loblaw Companies Ltd.
Real Canadian Superstore is a chain of supermarkets owned by Canadian food retailing giant Loblaw Companies. Its name is often shortened to Superstore, or, less commonly, RCSS.
Winners Merchants International L.P is a chain of off-price Canadian department stores owned by TJX Companies.
The Izod Corporation is an American midrange clothing company that produces dressy-casual clothing, sportswear for men, and footwear and accessories. It is a division of Authentic Brands Group, and is currently marketed and manufactured by Centric Brands under a long-term licensing agreement. Other Izod classics include the Harrington jacket G-9 model and V-neck and cardigan sweaters. Today, the closest competitor of the Izod brand is the Chaps brand owned by Ralph Lauren Corporation, while the U.S. Polo Assn. brand is also an indirect competitor.
Ann Inc. is an American group of specialty apparel retail chain stores for women. The company headquartered in New York City and currently operates as a subsidiary of Ascena Retail Group. The stores offer classic-styled suits, separates, dresses, shoes and accessories. The brand is marketed under five divisions: Ann Taylor, Loft, Lou & Grey, Ann Taylor Factory, and Loft Outlet.
Chedraui is a publicly traded Mexican grocery store and department store chain which also operates stores in the U.S. in the states of California, Arizona, New Mexico, Texas, and Nevada under the banner name El Super and stores in Texas under the banner name Fiesta Mart. It is traded on the Mexican Stock Exchange under the symbol CHEDRAUI.
Aurrerá is a defunct grocery chain in Mexico. It started operations in 1958 in Mexico City, and folded in 2001 after being acquired by Walmart.
Bodega Aurrerá is a Mexican discount store owned by Walmart de México y Centroamérica. The chain was first established in 1970 in Mexico City. Though every Aurrerá store was converted into Walmart, both Aurrerá and Bodega Aurrerá names survived, the former as a product brand and the latter as a store.
In the United Kingdom, it is common practice for retailers to have their own value brand in an effort to compete on price. These brands have become more popular in the UK with shoppers since the Great Recession caused food prices to rise.
Off-price is a trading format based on discount pricing. Off-price retailers are independent of manufacturers and buy large volumes of branded goods directly from them. The off-price retail model relies on the purchase of over-produced, or excess, branded goods at a lower price, thus being able to sell to consumers at a discount compared to other stores which purchased an initial run. Among the largest retailers of this type are TJX Companies and Ross Stores. The model is more common in countries that import fashion-oriented or household goods, as the discount role in producer countries is usually filled by factory outlets or small-scale open-air marketplaces.
The retail format influences the consumer's store choice and addresses the consumer's expectations. At its most basic level, a retail format is a simple marketplace, that is; a location where goods and services are exchanged. In some parts of the world, the retail sector is still dominated by small family-run stores, but large retail chains are increasingly dominating the sector, because they can exert considerable buying power and pass on the savings in the form of lower prices. Many of these large retail chains also produce their own private labels which compete alongside manufacturer brands. Considerable consolidation of retail stores has changed the retail landscape, transferring power away from wholesalers and into the hands of the large retail chains.
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