Opportunities:
Develop or revitalize many Wegmans' private label product
offerings
that competitors could not emulate. These included grocery and frozen food
lines, packaged baked goods, upscale specialty foods, and more.
Challenges: Competitors claimed to
have similar offerings. Private label products had a reputation for
inconsistent quality.
Solutions: Planned ad campaigns to
promote a wide array of product line introductions. Activities included
developing package designs that differentiated products. Some creative
solutions tied product attributes to healthier lifestyles. Directed
ad agency or in-house creative teams to devise ad campaigns, which included the
use of broadcast media. Special newspaper ads and point-of-purchase materials
were created.
Results: Wegmans successfully
introduced many product categories and benefited from the profit increases
generated. Improved
customer perceptions relating to higher quality private label products were set.
