Wal-Mart's Re-Branding Initiative

            


Details

Case Code : CLMM067
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Wal-Mart, pay-off line, re-branding, retail, positioning, marketing communication, brand loyalty, buying behavior, emotional marketing

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Wal-Mart was shedding its two-decade old pay-off line, 'Always low prices', for a new pay-off line, 'Save Money. Live Better', as part of its re-branding exercise. Analysts felt that Wal-Mart always wanted to promote its image as a low-priced retailer, but with its new marketing communication the retail behemoth was trying to connect with its customers on an emotional level.

Introduction

On September 12, 2007, the world's largest retailer Wal-Mart Stores, Inc., (Wal-Mart) rolled out its new branding initiative with a new pay-off line, 'Save Money. Live Better'. The new pay-off line replaced the earlier pay-off line, 'Always low prices', which the company had been using for the past nineteen years. Through this re-branding exercise Wal-Mart sought to reinvigorate its brand at a time when the retailer had its worst performance in a decade. Though the retail behemoth had global sales of a whopping US$345 billion in 2006, it had experienced sluggish growth during that period. It posted a growth of mere 1.9 percent in the same store sales, well behind many of its competitors. This had led analysts to wonder whether Wal-Mart was experiencing a 'mid-life crisis'.


The re-branding initiative was handled by Interpublic Group of Co.'s Martin Agency, the lead firm hired by Wal-Mart in January 2007. The new pay-off line appeared in TV and print ads and was also featured in the store receipts and shopping bags of the retailer...

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