Posted by & filed under Part 4: Marketing Management.

Description: THE next time consumers visit a Walgreens drugstore looking for something to soothe their achy heads, the company hopes they will reach for its private-label pain reliever and not a brand name.

Source:  NYTimes.com

Date: 02/10/2011

Link:  http://www.nytimes.com/2011/02/11/business/media/11adco.html?ref=business

Questions for discussion:

  • Do you think the use of digital media for this campaign is a good choice over traditional choices such as print and television?
  • Do you think buyer behavior is ready to change brands, as Walgreens hopes?
  • What factors do you think consumers consider when comparing store brand and national brands of products typically found in a Walgreen’s store.

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