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Walmart Brand Audit
The Walmart brand audit outlines the company's evolution from a small discount retailer in 1962 to a global retail giant with over 11,000 stores in 27 countries. It emphasizes Walmart's commitment to providing low prices, a broad product assortment, and customer satisfaction through various brand extensions, including Great Value and Sam's Choice. The audit suggests opportunities for Walmart to enhance customer experience by offering additional services and enhancing its e-commerce capabilities, particularly in grocery delivery.
Walmart Brand Audit
- 1. Walmart Brand Audit:Submitted by Anagh Sharma (Roll No. 11)
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- 3. Company Description INTRODUCTION The secretof successful retailing is to give your customers what they want. And really, if you think about it from your point of view as a customer, you want everything: a wide assortment of good-quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience. Founded in 1962, as a small discount retailer in Rogers, Ark., Walmart has opened thousands of stores in the U.S. and expanded internationally. Through innovation, they are creating a seamless experience to let customers shop anytime and anywhere online, through mobile devices and in stores. We are creating opportunities and bringing value to customers and communities around the globe. Walmart operates over 11,000 retail units under 71 banners in 27 countries and e- commerce websites in 11 countries. We employ 2.2 million associates around the world — 1.3 million in the U.S. alone. “ ” BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
- 4. Sam Walton's techniquewas focused around an unshakeable foundation The Lowest Prices Anytime, Anywhere. 1962 On July second, Sam Walton opened the first Walmart Store in Rogers, Ark RETAIL REVOLUTION 1970 Walmart turned into a publically exchanged organization. The primary stock was sold at $16.50. In the 1970s, 10 years of staggering development, "Mr Sam" started to take Walmart national, demonstrating his vision's broad appeal. BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
- 5. DECADE OFFIRSTS In the 1980s,the first Sam's Club opened, serving little associations and individuals, and the first Walmart Supercentre opened, joining a store with general stock 1980 Walmart arrived at $1 billion in yearly deals 1988 The first Walmart Supercentre opened in Washington. David Glass was named CEO. By 1990, Walmart was the nation's number-one retailer. As the Walmart Supercentre renamed comfort and one-quit shopping, Every Day Low Prices went International. BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
- 6. NEW MILLENNIUM Walmart entered the2000's, focused on offering customers a reliable shopping background, whether they are on the web, in a store or on a PDA. 2000 Walmart.com was established, permitting US clients to shop on the web. H. Lee Scott, Jr. was appointed as CEO 2010 Bharti Walmart, a joint venture, opened its first store in India. The association uses 2.2 million accomplices general and serves more than 200 million customers consistently at more than 11,000 stores in 27 nations. 2014 Doug McMillon appointed as the new CEO.BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
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- 8. BRANDPORTFOLIO Sam’s Choice • Initiallypresented as Sam's American Choice in 1991 • A retail brand in nourishment products. • Sam's Choice is situated as a premium retail brand and is offered at a cost combative with standard national brands. Great Value • Propelled in 1993 majorly for second tier cities. It forms a core part of Walmart product strategy. • Normally sold at a lower value as a result of insignificant advertising and promoting cost. • Items offered are comparable to national brand offerings. Equate • Equate is a brand used for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, and pregnancy tests. Mainstays • Mainstays is a brand which provides low cost alternative of bedding, ready to assemble furniture, and home decor. BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
- 9. BRANDPORTFOLIO Ol’ Roy • Ol'Roy is a brand for dog food. • It is US’s top-selling dog food by a yearly edge of no less than 20 percent. Parent’s Choice • It is a store brand which provides baby diapers, food, accessories and other products. White Stag • White Stag is a brand for ladies' apparel, footwear, and day to day jewellery. George • George is a brand of more formal dress for men, ladies and youngsters. • It likewise comprises of dress shoes, wallets, cinches, and bowties. BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
- 10. Customer Based BrandEquity Pyramid
- 11. SALIENCE One stop retailshop for lowest prices. Savings for the entire family. CBBEPYRAMID PERFORMANCE Commercial Success Everyday Low Prices Hassle Free Return Meets variety of Shopping Needs Poor Customer Service IMAGERY Convenience and Access Store Atmosphere Trolley JUDGEMENTS Insanely cheap prices Great place to get all the little things you need Open 24/7, Can get anything at anytime. FEELINGS Satisfied Economical Excited Familiarity RESONANCE Imaginative considering, authority through administration, or more all, their dedication to sparing individuals cash so they can live better BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
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- 13. BRANDEXTENSION 1 2 Walmart should startproviding auxiliary services around its existing product offerings. It can become a one stop shop for customers in true sense by providing a holistic shopping and after sales experience. People would buy more if they know that Walmart will take the responsibility of servicing their products. It will help us in customer retention along with additional revenue model for the company Walmart in association with P&G has already produced “made for TV” movies which proved to be a profitable investment since its 2010 inception. They can take some cue from this and enter the TV production industry where they can produce TV shows. They already have a good experience and TV industry is a very profitable industry plus it gives you a medium to promote your brand and create that continuous brand recall value for the customer 3 Walmart has already moved into E-Commerce but they are still not selling groceries online. There are many websites in US which do sell online groceries and deliver them in a day. Walmart can easily implement that. They already have the stores and employee base available for this. Eventually they would want the users to move from offline retail to online retail and this addition will cover most of the offering which Walmart is providing offline. BRAND EXTENSION CBBE PYRAMID BRAND PORTFOLIO INTRODUCTION
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