Oct
8
Loblaws: Upgrading?
Posted by: gordiedutka | October 8, 2011 | 2 Comments
Recently published in Macleans.ca, food giant Loblaws recently hosted a high class “soiree” at a Toronto art gallery, promoting the launch of their new addition to the President’s Choice series of products: “black label”. Loblaws is trying to create a luxurious product line to add to the vast amounts of basic food products which President’s Choice currently sells, and the “black label” line is supposed to capitalize on the opportunities which they see in “finer foods”. However, Loblaws and PC are currently targeting consumers who are looking for value on low-priced food items, and completely pulling a 360 on their customers might be devastating for their brand image.
Senior vice-president of Loblaw Brands, Ian Gordon, says “It’s been a long time since PC has brought big news to the marketplace”. This quote makes me believe that they’re more so trying to shake things up and create huge news, which they feel will increase sales, rather than building their brand image… Will upper-income households actually downgrade to buy President’s Choice olive oil for a dinner party, and will lower to middle income households want to spend extra money for a tin of up-scale tomatoes? Is black label “worth switching supermarkets for”?
Original Article: http://www2.macleans.ca/tag/presidents-choice/
Comments
2 Comments so far
Thanks for sharing
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