WALMART MARKING PLAN

Running Head: RESEARCH PROPOSAL 1

RESEARCH PROPOSAL 3

Great Value Research Proposal

The Marketing Proposal is about Wal Mart’s Great Value product line. Over the years Wal Mart is known for products at affordable prices including developing its own product line created entirely within the company. Wal Mart’s uses the Every Day Low Price (EDLP), the creation of the Great Value line emphasizes this focus but sadly the brand is often overlooked for the more expensive brands (Wong, 2011). It is the general consensus that anything store brand is of less quality than the bigger more popular brands, this is a very big problem that needs to be corrected.

In current form, the Great Value product line receives little to no marketing. It is at a distinct disadvantage to bigger brands because those brands have different avenue to market their products. For example, Cheerios or Fruit Loops are popular brands of cereal, Great value brand offers similar cereals for cheaper price but the demands are less due to lack of promotions. The Proposal aims to lower the stigma associated with store brands by increasing awareness and popularity especially to families with kids or teens.

The marketing method includes social media engagements and contests featuring high profiled influencers using Great Value products. Expanding the Great Value product line beyond groceries and into consumer electronics such as mobile phone accessories, Bluetooth speakers and other small devices similar to Amazon’s Firestick and Echo. Finally, using case studies from Amazon and another large retailer, the plan is to show the proposal to the Chief Marketing Officer, the President & CEO of Wal Mart U.S. eCommerce and other top management staff, highlighting the stats backing up a renewed marketing focus and the reaction from consumers.

References

Wong, E. (Jan. 29, 2011). Why Wal-Mart’s Great Value revamp is a smart private label move. Forbes. Retrieved from: http://www.forbes.com/sites/elainewong/2011/01/20/why-wal- marts-great-value-revamp-is-a-smart-private-label-move/