List of Wal-Mart brands
From Wikipedia, the free encyclopedia
Wal-Mart Stores, Inc., like most large retail and grocery chains, offers store brands, commonly referred to as house brands or generic brands, which are low-end alternatives to name brand products. Wal-Mart has numerous store brands, each catering to a different consumer need or desire. Almost all products offered under Wal-Mart brands are private label products, meaning Wal-Mart produces them through subsidized contracts awarded to the lowest bidder. Private label goods can be found in almost every category at Wal-Mart.
Contents |
[edit] Major names
[edit] Sam's Choice
Sam's Choice, originally introduced as Sam's American Choice in 1991, is Wal-Mart's premium retail brand in food and selected hard goods. Named for Sam Walton, Joann founder of Wal-Mart. Sam's Choice forms the premium tier of Wal-Mart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items.
Compared to Great Value products and to other national brands, Sam's Choice is positioned as a premium retail brand and is offered at a price competitive with standard national brands. It typically offers either superior quality or unique products in a given product category, or items in categories where the market leader is an "icon" (for example Coca-Cola in soft drinks).
Sam's Choice beverage products are manufactured for Wal-Mart by Cott Beverages. Other products in the line, including cookies, snack items, frozen meals, and similar grocery items are made by a variety of agricultrual and food manufacturers,
Competitive pricing of the Sam's Choice brand and store branded and generic goods is possible because of the minimal expense required to market a retail chain's house brand, compared to advertising and promotional expenses typically incurred by the national brands.
[edit] Great Value
Great Value was launched in 1993 and forms the second tier, or national brand equivalent ("NBE"), of Wal-Mart's grocery branding strategy.
Products offered at Wal-Mart through the Great Value brand are claimed to be as good as national brand offerings, but are typically sold at a lower price because of minimal marketing and advertising expense. As a house or generic brand, the Great Value line does not consist of goods produced by Wal-Mart, but is a labelling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra, which, in addition to releasing products under its own brands and for Wal-Mart, also manufactures and brands foodstuffs for a variety of other supermarket chains.
As Wal-Mart's most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Wal-Mart's top-selling retail brand.
[edit] Other brands
[edit] Apparel
- Athletic Works is a brand for athletic clothing, such as gym shorts. The brand is also used for sports equipment.
- Faded Glory is a brand for classic Americana clothing and shoes.
- George is a brand of clothing originally launched in the UK, aimed at young people who want to look fashionable on a tight budget. The name "George" comes from the name of the original designer George Davies, who started the range in the early-1990s. The brand is also used on baby clothing and has now been adopted for the bulk of ASDA's home range. The George brand has recently appeared on clothes in the US, and it is expected that it will continue to expand across the chain.
- Garanimals is a brand of kids apparel, debuted in January, 2008.
- Kid Connection is a brand used for a variety of products targeted for children, including toys and clothing.
- Life is a brand of men's underwear styled by Jockey. The range includes briefs, boxers, boxer-briefs, trunks, thongs, and undershirts. Formerly, the "Life" brand included women's underwear, but was discontinued in 2002 along with Target's formfit brand, also made by Jockey International.
- Metro 7 is Wal-Mart's newest brand of women's apparel, that was released in the fall of 2006.
- No Boundaries, abbreviated on its labels as NoBo, is a line of apparel and home furnishings targeted at teenagers and young college students. The line uses trendy colors and designs on products ranging from hats to lamps to beanbag chairs.
- Puritan is a brand for basic and classic men's clothing.
- Simply Basic features family-oriented and Beauty department. These products to some extent correspond to products already under the Equate brand, but are priced lower.
[edit] Homelines
- Get It Together products include furniture and housewares items.
- HomeTrends products include large and small furniture, small appliances, and home office products.
- Mainstays products include curtains, bedding, some small home furnishings, and various other home fashion products.
[edit] Hardlines
- Color Place is the brand used for paint.
- Durabrand is the name used for home electronics such as televisions, CD players, surround sound systems, and even blank recordable media (VHS, CD-R and DVD-R). The Durabrand name is also used on some small appliances.
- Equate is a brand used for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. The Equate brand is an example of the strength of Wal-Mart's private label store brand. In a 2006 study, The Hartman Group marketing research firm issued a report which found that "Five of the top 10 "likely to purchase" private label brands are managed by Wal-Mart including: Great Value, Equate, Sam's Choice, Wal-Mart and Member's Mark (Sam's Club), per the study." The report further noted that "...we are struck by the magnitude of mind-share Wal-Mart appears to hold in shoppers' minds when it comes to awareness of private label brands and retailers." [1]
- EverStart is the brand for automotive batteries. The brand is also used for battery related accessories, such as jumper cables.
- Holiday Time is used for Christmas items such as Christmas tree decorations, wrapping paper, and cards.
- ilo is another brand used for electronics. It is used for LCD TVs, LCD monitors, DVD players/recorders, and MP3 players.
- Kid Connection is used for toys.
- Ol' Roy is a brand of dog food, named after Sam Walton's bird dog. Ol' Roy brand is another example of the success of private label store brands at the expense of traditional ad-driven brands, and has become the number-one selling brand of dog food in the United States, surpassing Nestle's Purina.[2] According to the brand manager of a competing product, "Wal-Mart has made a national brand out of Ol' Roy. Nutritionally, it's substantially the same as national brands at significantly less cost."[3]
- Ozark Trail is a brand used for outdoor equipment.
- ReliOn describes itself as "Wal-Mart's healthcare brand." It consists chiefly of medical equipment in the following categories: blood pressure monitoring, diabetes monitoring, and cough and cold-related products (such as humidifiers and thermometers).
- Spring Valley is the brand for vitamins and other nutritional supplements.
- Special Kitty is a brand of cat food and litter.
- SuperTech is Wal-Mart's brand of motor oil that is found in the automotive departments. The brand is also offered at those locations that have a Tire and Lube Express. The SuperTech name is also used on other consumable automotive products, including oil filters, windshield wiper fluid, transmission fluid, power steering fluid, and brake fluid.
- White Cloud is a brand used for disposable diapers and training pants for infants and young children.
[edit] ASDA private label
In common with most British supermarkets, most of ASDA's own brand products are simply sold under the ASDA brand. Some of these also carry the "Great Value" branding as used by Wal-Mart (but this is being phased out). Asda also sells brands such as Durabrand and George which are designed to complement the ASDA brand, others include:
- Smart Price is ASDA's no-frills line with its simple red, white and black packaging. The brand originated as 'Farm Stores' and the products are considered to be basic. Originally the brand was used primararly on food, but can now be seen on many different items. Rival brands includes, Tesco's Value, Sainsbury's Basic and Morrison's Bettabuy.
- Extra Special is ASDA's premium food brand. Rival brands include Tesco's Finest, Sainsbury's Taste the Difference and Morrison's 'The Best'.
- Pacific is an old electrical brand; which is being replaced by Durabrand and Onn.
- Onn is ASDA's mid-level electrical brand, with its colourful packaging and stylised design.
- Baier is a brand currently used on one product, which is an LCD television.
[edit] References
- ^ Reyes, Sonia. "Study: Wal-Mart Private Brands Are Catching On." Brandweek. August 21, 2006. Retrieved on August 23, 2006.
- ^ Boyle, Matthew. "Brand Killers Store brands aren't for losers anymore.." 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.
[edit] External links
|
||||||||||||||
