Wal Mart Is A Key Customer For Any Consumer Brand

736 Words Sep 29th, 2015 3 Pages
There is no doubt that Wal-Mart is a key customer for any consumer brand. And keeping a strategically long term relationship with a retailer giant like Wal-Mart is inevitable, yet balancing sales with plenty of others is vital to a brand’s health. P&G has to find ways to reduce its dependence on these retailers. This is the strategy that P&G is using today, focusing on its core products and distinctive capabilities to serve those high-end segments. P&G also faces competition from Wal-Mart’s private brands. The retailer has been very aggressive in recent years in offering private brands. (Cravens & Piercy, 2013) Creation of outstanding customer demand for the firm’s products, and the generation of sales through other retailers require the following actions:
• Strengthening core-premium, biggest and most profitable brands such as Pampers, Crest and Head & Shoulders. Because it has so many brands, P&G contracts dozens, if not hundreds of agencies all over the world to help it manage everything from ad campaigns and events to package design and product launches, PR and displays inside Wal-Mart and other retailers. (Tadena & Ng, 2015)
• Perform intense market research to achieve successful acquisitions. Lafley 's priority was growth. P&G bought up beauty brands such as Clairol and Wella and presided over the company 's $53 billion acquisition of Gillette Co. in 2005, which came with Oral-B toothbrushes and Duracell batteries. By doing this, P & G ensured that customers such as…

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