Ol' Roy
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Ol' Roy is Wal-Mart's store brand of dog food. Its namesake comes from Sam Walton's bird dog, and has become the number-one selling brands of dog food in the United States, surpassing Nestle's Purina. Ol' Roy was created in 1983.[1]
Wal-Mart's Ol' Roy brand is a commonly cited example of the success of private label store brands at the expense of traditional ad-driven brands. The brand manager of a competing product said, "Wal-Mart has made a national brand out of Ol' Roy. Nutritionally, it's substantially the same as national brands at significantly less cost."[2] Another commentator said, "It's a dry dog food made especially for Wal-Mart, which is the only place you can buy it, and its attributes have been extolled in not a single TV commercial. Yet Ol' Roy is the top-selling dog food in the US by an annual margin of at least 20 percent, according to Wal-Mart."[3]
[edit] See also
[edit] References
- ^ Boyle, Matthew. "Brand Killers Store brands aren't for losers anymore. In fact, they're downright sizzling. And that scares the soap out of the folks who bring us Tide and Minute Maid and Alpo and...." Fortune. August 11, 2003. Retrieved on August 23, 2006.
- ^ Staff Writer"Private label chows unleash strong pet department sales." Discount Store News. June 7, 1993. Retrieved on August 23, 2006.
- ^ "Organizational and Business Storytelling In The News: Story #69 Store brands emerge as viable narratives." February 24, 2004. Retrieved on August 23, 2006.
| Wal-Mart Stores, Inc. |
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Key People: Sam Walton | David Glass | Lee Scott | Jim C. Walton | Bud Walton | S. Robson Walton | Douglas Daft |
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Assets: Amigo Supermarkets | ASDA | Sam's Club | Wal-Mart Discount Stores | Wal-Mart Neighborhood Market | Wal-Mart Supercenter | Walmex |
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Annual Revenue: $288 billion USD ( |
