Opportunities:
Wegmans continuously developed new, profitable private label product lines, some
being unique.
Challenges: Competitors claimed to
have similar products. Customers had negative perceptions based on lower quality products.
It was necessary to compete with national brands.
Solutions:
Assembled teams of
creative experts to devise advertising tactics to best communicate and introduce
these products. Directed many different activities to develop a brand identity
for each new product, beginning at package design. Directed ad agency to devise unique approaches that
drove customer awareness, coordinating their activities with in-house creative
teams.
Results: Acceptance
was very positive, resulting in many new product successes and driving
unprecedented growth and profits. In the case of the success of Wegmans WPOP soft
drinks, other product lines were developed and launched!
