New York: Restrategizing might just be the name of the game for one of US’s most successful retail brands, but one which has been receiving flak and dropping share value, in recent times.
Wal-Mart Stores Inc., criticized by labour groups for the wages and benefits it offers employees, faces a new union-backed marketing campaign that targets some of the company’s key shoppers: Southerners and conservatives.
“Wake-Up Wal-Mart” is a group funded by the United Food and Commercial Workers Union and one which is working towards forumlating a series of television advertisements that seek to convince consumers that the retailer has moved away from the values embodied by its founder, Sam Walton.
The wave of dissent, if it can be called that, has forced the powers that be at Wal-Mart Inc. to re-look their present strategies and evaluate where they have digressed from the core values that they started out with and which somewhere are still an expectation with the consumers who have a brand loyalty to them.
According to Chris Kofinis, spokesman for the Washington-based group, “We will go back to the basics with the hope of serving our core customers better”.
The million-dollar campaign will air several television spots over the next three months. The first, called, “It’s just not American,” says Wal-Mart, the world’s largest retailer, has diverged from Walton’s policy to buy from US suppliers in its drive to cut prices, pushing American manufacturers out of business and costing workers jobs.
Also, it will make its pay and benefits more competitive and in keeping with their burgeoning size that dictates it use vendors from multiple regions.
While they do their business analytics and re-strategizing, they also confirm that , their commitment towards their customer has not changed and that they are still committed to purchasing products from suppliers that manufacture in the US whenever possible. But being a global company they feel it is in the fitness of things to source globally to ensure that they meet the needs and wants of their customers.
“Wake-Up Wal-Mart” announced its campaign as the company prepared for its annual shareholders’ meeting tomorrow. Meanwhile shares of Wal-Mart rose 48 cents to $47.60 at the New York Stock Exchange composite trading.