Opportunities:
Wegmans had many perishable store departments, product lines, and services that
were far superior to those offered by competitors.
Challenges: Competitors
claimed to have the same quality, at lower prices, which was not the case.
Some business was also very seasonal, which affected quality.
Solutions:
Gathered input from department teams to develop specific branding
approaches. TV campaigns were created, backed up by in-store (and later
Internet) product information. Newspaper and in-store display sign
programs promoted "best value" prices. Employee expertise,
superior product quality, and selection and low prices were promoted.
Results:
Wegmans was recognized for superior department products and services, and
dominated competition. Employee pride increased! Market shares
increased!
