Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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