Consultant’s Report MY COMPANY IS WAL MART Branding Every company wants to devel

Question

Consultant’s Report

MY COMPANY IS WAL MART

Branding

Every company wants to develop a strong brand because it increases customer loyalty and adds to company sales and profitability.

1. Think about your client’s brand. What thoughts come to mind when you think about the brand? What does your client’s brand stand for in your mind? Does it evoke any emotional response? How does it make you feel?

List the top 6-8 brand attributes that you think best describe your client, along with a 1-2 sentence explanation of the attribute and how it makes you feel.

Product Assortment and Offering

2. Review your client’s offering and product assortment (offering = product assortment + added services)

List the major (top 10) product categories that are included in your client’s product assortment.

Describe any added services that compliment your client’s product assortment and create its offering.

3. Review your client’s top product assortment categories

Identify the 10-12 top manufacturer’s name brands that your client carries. Collectively view these brands. Do they share any common brand attributes? If so, describe what they are? Are they consistent with your client’s brand attributes?

Identify 8-10 of your client’s store brands (private labels). Do you have any experience with these store brands? If so what has been your experience. Are the attributes for your client’s store brands consistent with your client’s overall brand attributes listed above?

Explanation / Answer

Consider the example of Walmart. When thinking about the company a customer perceives the following brand attributes regarding the company:

Low cost provider: The Company provides the products at comparatively lower prices than the market price.

Offering quality products: Walmart is well-known for the quality products provided by it.

Easy shopping experience: The Company helps the customers in doing fast shopping as each product is categorized into various sections and subsections at the shelves and display. Furthermore, adequate signage is provided to guide the customer to the desired location.

Caring for the customers: The employees of the company are very down-to-earth and approachable. They empathetically and carefully listen to the customer problems and address them. Their objective is to enable the customers in living better lives.

Innovative: The Company continuously tries to enhance the customer shopping experience using its forward thinking approach.

Transparency and integrity: Walmart focuses on maintaining transparency and integrity with its stakeholders including customers, suppliers, investors and employees.

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