about brand walmart

1. WALMART
PRIYA MUKHERJEE
13RM932

2. Walmart
 Founded by Sam Walton in1962
 Walmart employs over 2.2 million people.
 It is an American multinational retail corporation that runs chains of large discount
department stores and warehouse stores.
 It has 11,000 stores around the world.
 It is the world's largest public corporation, according to the Fortune Global 500 list in 2014
 The largest retailer in the world.

3. The first true Wal-Mart opened on July 2, 1962 in Rogers,
Arkansas, called the Wal-Mart Discount City store.

4. Formats
 WALMART SUPERCENTERS
 WALMART NEIGHBORHOOD
MARKET
 WALMART EXPRESS
 WALMART DISCOUNT STORES
 WALMART ONLINE

5. 1962-1964
1964-1981
1968-1981
1992-2008
1981-1992
2008- Present

6. Meet Their Customers
PRICE VALUE SHOPPERS BRAND ASPIRATIONAL
SHOPPERS
PRICE SENSITIVE AFFLUENT
SHOPPERS
I want….Everyday Needs
At…..Unbeatable Prices
In a Store with…..Easy,
Convenient Shopping
I want….Brand I Trust
At…..Unbeatable Prices
In a Store with…..Easy,
Convenient Shopping
I want….Quality Products
At…..Unbeatable Prices
In a Store with…..Easy,
Convenient Shopping

7. Brand Identity
The Walmart Brand
Identity is the
complete alignment of
What customers See,
Hear, Read, Experience
and Think about
Walmart products and
services
Unbeatable Prices
Easy Shopping
Quality Products
Financial
Performance
Community
Relations
Public Relations
Safety policies
Customer Service
Distribution
Channel
Knowledgeable
Culture Associates
Community
Practices

8. Brand Positioning
 For price sensitive customers Walmart is the retailer that helps them feel
“Smart” and live better as it delivers unbeatable prices and is an easy and
fast one stop shopping experience.
 The earlier tagline of Walmart “ALWAYS LOW PRICE” & and the new
tagline “SAVE MONEY. LIVE BETTER” very well compliments its
brand positioning.

10.  Wal-Mart is a powerful retail brand.
 It has a reputation for value for money, convenience and a wide range of
products all in one store.
 Wal-Mart has grown substantially over recent years, and has experienced
global expansion.
• The corporate is huge but still has presence in 27 countries
• Customers sometimes are curious about the quality of products
• The market share is low outside the US market
• Supplies profit margin is very low

11.  Being number one means that it is the target of
competition, locally and globally.
 Being a global retailer means that it is exposed to
political problems in the countries that they operate in.
 Poor human relations
 New locations and store types offer Wal-Mart opportunities to
exploit market development.
 Take over , merge with , or form alliances with global retailers
focusing on specific market such as Europe or China
 Opportunities exist for Wal-Mart to continue with its current
strategy of large, supercenters.

12. CSR Initiatives
 Renewable Energy: Building on the momentum of becoming the largest on-site green power generator in the U.S.,
they pledged to increase their supply of renewable energy globally by 600% by the end of 2020.
 Associates: In addition to promoting about 190,000 U.S. associates in 2013, 51% of their new hires were women
and 49% were people of color.
 Fighting Hunger Together:Walmart and the Walmart Foundation delivered on their commitment of $2 billion in
cash and in-kind giving to fight hunger in America.
 Volunteerism: Collectively, their U.S. associates volunteered more than 1.8 million hours, resulting in $17 million
in donations in support of local organizations in FY 2014.
 Emergency preparedness: They collaborated with the United Nations Office for Disaster Risk Reduction.

13. References
www.Walmart.com
www.authorstream.com
www.forbes.com
www.cultbranding.com