Case Code : CLMM067
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100
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Wal-Mart, pay-off line, re-branding, retail, positioning, marketing communication, brand loyalty, buying behavior, emotional marketing
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Wal-Mart was shedding its two-decade old pay-off line, 'Always low prices', for a new pay-off line, 'Save Money. Live Better', as part of its re-branding exercise. Analysts felt that Wal-Mart always wanted to promote its image as a low-priced retailer, but with its new marketing communication the retail behemoth was trying to connect with its customers on an emotional level.
The re-branding initiative was handled by Interpublic Group of Co.'s Martin Agency, the lead firm hired by Wal-Mart in January 2007. The new pay-off line appeared in TV and print ads and was also featured in the store receipts and shopping bags of the retailer...
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