Walmart Brand Audit: Submitted by Anagh Sharma (Roll No. 11)

INTRODUCTION

CompanyDescription

INTRODUCTION

The secret of 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.

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Sam Walton's technique was 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.

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DECADE

OF FIRSTS

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.

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NEW

MILLENNIUM

Walmart entered the 2000'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

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BRANDPORTFOLIO

Sam’s Choice

• Initially presented 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.

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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.

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Customer Based Brand Equity Pyramid

SALIENCE

One stop retail shop for lowest prices. Savings for the entire family.

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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

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Brand Extension

BRANDEXTENSION

12

Walmart should start providing 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 associationwithP&Ghasalreadyproduced “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

3Walmart has already moved into E-Commerce but they are still notselling groceries online. There are many websites in US which dosell online groceries and deliver them in a day. Walmart can easilyimplement that. They already have the stores and employee baseavailable for this. Eventually they would want the users to movefrom offline retail to online retail and this addition will cover mostof the offering which Walmart is providing offline.

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11Anagh

Sharma Thank You