Opportunities: Wegmans had developed superior holiday and special occasion product and service offerings.
Challenges: Competitors claimed to have similar offerings, business opportunities were very seasonal, and Wegmans was perceived as not being a source for some items.
Solutions: Planned ad campaigns and creative themes that utilized creative approaches promoting superior quality, service, selection, and prices. Utilized a variety of media to deliver messages including print, catalog, TV, radio, targeted direct mail, and extensive in-store advertising materials. Planned media usage based on audience demographic profiles. Created promotional packages in which manufacturer partners could participate (Co-op advertising programs).
Results: Wegmans dominated competition and many product categories experienced unprecedented growth! Manufacturer partners also experienced category growth, and their significant financial contributions offset Wegmans’ advertising and promotional expenses.