Understand the importance of managing the customer relationship
Understand how consumers make decisions
Strategic Brand Evolution
This video examines Walmart’s expansion of its private label strategy with a new premium brand, Bettergoods. You’ll see this video case study again later in the module.
How does Walmart’s Bettergoods brand demonstrate a different value proposition compared to its Great Value brand? What specific customer needs is each brand designed to address?
Walmart’s Bettergoods brand demonstrates a fundamentally different value proposition compared to Great Value. While Great Value positions itself as a “national brand equivalent” offering similar quality at lower prices, Bettergoods targets “elevated lifestyles” with premium, trendy products.
Great Value addresses customer needs for affordability and basic functionality, serving price-conscious consumers looking for everyday essentials. In contrast, Bettergoods addresses customer needs for higher-quality, trendy options, like “pistachio and almond gelato or gluten-free taco seasoning.” This dual-brand strategy allows Walmart to appeal to both value-seeking customers and those willing to pay more for premium features while still maintaining their value reputation through both store brands.