If discounting is the penalty you pay for being unremarkable, private label brand President’s Choice with its own team of brand managers has turned the a private label brand from a discounting brand to brand that is simply remarkable. Presidents Choice leverages consumer focused price, quality, and value equilibrium into a brand building tool.
While most private label aka store brand food products are associated with inferior or inconsistent quality products. One North American company is simply singing the song of success. Loblaw Companies Limited, Canada’s largest food retailer has turned a once a once teetering line of private label food products into a line of quality first branded food products unequaled in the minds eye of the consumer. That brand is President’s Choice.
President’s Choice should be considered a halo brand, because it is available across the company’s multiple retail “banners, which include Loblaws, Loblaw Great Food, No Frills, Real Canadian Superstore, Provigo, Atlantic Superstore, Zehrs Markets and Fortinos. Most of the named storefronts, in fact, promote themselves, through secondary signage, as "The Home of President’s Choice." The brand has also been used as a general promotional device for products other than PC, with advertising that refers to "the people who bring you President’s Choice," rather than a corporate name or particular store banner.”
President’s Choice with its own television commercials promoting the brands quality attributes during sporting events, local and national new programs has come a long way. The halo of success in food runs from chips, crackers, and cereal and into ready-2-eat and heat-N-eat meal components all built on consistent quality that consumers embrace.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® Bing or Google Grocerants or visit http://www.linkedin.com/in/grocerant, twitter.com/grocerant
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