Opportunities:
Wegmans had developed superior holiday and special occasion product and service offerings.
Challenges:
Competitors claimed to have similar offerings, business opportunities were
very seasonal, and Wegmans was perceived as not being a source for some items.
Solutions:
Planned ad campaigns and creative themes that utilized creative approaches
promoting superior quality, service, selection, and prices. Utilized a
variety of media to deliver messages including print, catalog, TV, radio, targeted
direct mail, and extensive in-store advertising materials. Planned media usage
based on audience demographic profiles. Created promotional packages in
which manufacturer partners could participate (Co-op advertising programs).
Results:
Wegmans dominated competition and many product categories experienced unprecedented
growth! Manufacturer partners also experienced category growth, and their
significant financial contributions offset Wegmans' advertising and promotional expenses.
