A recent article in Advertising Age points to Wal-Mart's consumer base (Sep 3; pg 6, Jack Neff) and the interesting mix of individuals who find shopping there a good decision. Considering that Wal-Mart has recently unveiled a new ad campaign focusing on a change in slogan that encourages us to "live better", the belief that Wal-Mart shoppers are governed by an addiction to the price point is probably overstated. According to Neff's article, 56% of those studied are Wal-Mart lovers; 44 percent are indifferent or Wal-Mart haters.
Among the lovers are the price-value shoppers (16%), brand aspirationals (29%) and 11% are identified as price-sensitive affluents--those median income shoppers who need a bargain now and then. Brand aspirationals are heavy Wal-Mart users, says Neff's research, but they aren't emotionally committed to Wal-Mart as much as they are to the strong or super brands that are available on Wal-Mart's shelves.
Looking at the new advertising campaign--basically pay less, live better--certainly targets the gasoline price-pinched consumers who spend too much on gas and other commodities and therefore have less money for other important needs, but what's the point? Is Wal-Mart going after the emotionally uncommitted here or are they providing a convincing argument that shopping at Wal-Mart is the retail equivalent of having your cake and eating it too?
Wal-Mart, like every other discounter (or retailer) wants to be on the cutting edge and still be number one. Basically, the new ad campaign says middle class bargain hunter. We'll see what happens in the 4th quarter!
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The encouragement to "live better" in the case of the new advertisement used by Wal-Mart commercials, is a good idea. Some might argue that the slogan targets penny pinchers which are emotionally uncommitted, but Wal-Mart saves these so called penny-pinchers money everytime they shop there. What other retail company does this? Best Buy? Obviously if you save money on the essentials such as food,office, and auto supplies, you can spend other monies on other important items, thus helping us to live better. I do not feel that this new slogan targets us or manipulates consumers in any way.
To me, it seems that Wal-Mart's new slogan, "live better" is giving the idea that their customers can have their cake and eat it too. This message is good for those who are already Wal-Mart lovers (which is Wal-Mart's target audience anyhow).
However, Wal-Mart needs to start sending out messages about their reputation as a store to those who don't like Wal-Mart. Is Wal-Mart tidy, are prices easy to find, do customers have to wait in lines, are employees useful and are self-checkouts working properly? I know the Northside Wal-Mart could most definately use improvement in these areas.
I myself, would like to see their reputation improved, which is only going to happen if it's reality.
I think that the idea of Wal-Mart using this new slogan of "live better" is a good idea. They are not focusing any bad intentions toward the poor or financialy unstable. They are merely presenting a new idea in order to stay ahead of the market and to remain on top or the retail world.
Wal- Mart is the store where everyone goes when they need something in a hurry. It is convenient and they know they can rely on it for just about anything. Whether you love or hate Wal Mart, you really can't argue with that. Wal- Marts new advertisement "live better" really isn't targeting just the low class, or the uncommitted customers as much as it is everyone. All people have different motives for going to Wal-Mart and all of the reasons make up how Wal-Mart helps people to "live better." This slogan applies to everyone differently because not all people go to Wal-Mart for the same reasons.
Wal-Mart's new slogan "live better' has me a little puzzled. Are telling us that if we shop at Wal-Mart sre we really going to live better? So if I shop at Safeway or K-Mart will my life be incomplete and I won't be as happy if I shopped at Wal-Mart?
It is convient to be able to do my grocery shopping and then walk over and buy my make-up, but I don't think I will live better because of it.
How can consumers live better knowing that Wal-Mart does not allow unions for its workers and mistreats its women workers as well? Wal-Mart is basically a sweat shop with no benefits, but you will live better by shopping there.
It's ironic that a post like this was made because I was just talking about a very similar subject to a coworker the other day. Wal Mart just absolutely loves to buy into people. I think that it's great for Wal Mart that they have come up with this new slogan that, I'm sure, will give them an even better name than what their sales do, but at the same time I honestly don't think that people need to thrive off sales they see anymore. I'm sure that it's bias of me to say this because I work at an actual grocery store, but Wal Mart doesn't really provide anything to help anyone "live better." The only reason people have to thrive off the sales they have is most likely because they can't handle their money as well as they should. Wal Mart brand items are definitely not as good quality as items bought elsewhere. I challenge you purchase an item (Wal Mart brand) from each department in wal mart, and then go purchase those same items from a "more expensive store." It's your opinion to say whether the prices or the quality of your purchase makes you feel better. In my preference, no good slogan from Wal Mart will convince me enough for it to become my first stop for anything I need.
Walmarts new slogan "Live Better," has a bit too much irony behind it. The number one mass supermarket in the world trying to accomodate to people's emotional needs? Possible, but not likely. I believe Walmart tries to offer the cheapest prices for the best quality, but trying to luer in shoppers emotionally...whatever works. Whatever works.
Ultimately I'm not sure that Wal-Mart's new slogan will make a difference one way or another. I think that many of us would agree that Wal-Mart doesn't have the best name as far as ethics are concerned given the recent law suits against them but let's be honest. With the economy that way it is today people need a bargain and they need competitive prices and Wal-Mart can give both. Whether or not you agree with Wal-Mart or how they do business or what their slogan is ultimately doesn't matter to most of us because most of us aren't in a position to pass up their competitive prices as unfortunate as that may be.
I think that Wal Mart's new slogan is just preaching to the choir. Wal Mart's consumer base is basically midde class penny pinchers and their new slogan only targets this audience already. I think that Wal Mart needs to focus more on other aspects of their business rather tha n just price in order to actually bring in new customers. Wal Mart lovers don't need to be told that prices are low. They already know.
Wal-Marts "Live Better" slogan is a ploy. Perhaps they should focus on improving the way they treat their employees. They have to fight to even get their breaks. They are underpaid and under appreciated. This is no doubt why if you can even find an associate in their area they don't know the products. They don't care and I don't blame them. Wal-Mart discriminates against women. They employ sweat-shop workers. There are long check out times and the credit card machines do not work sometimes. Until Wal-Mart improves their relations with their employees and the consumers, no slogan will make me shop there. I will buy less and do without rather than giving that commercial giant my pennies.
I believe that Wal*Mart isn’t going for the emotional appeal but for the real convenient and nearby everything all at once store. As for me, I live close to a Wal*Mart and find myself doing my shopping there, not only because it is cheap but near-by. But if I were to live closer to a Target or King Soopers, I would probably find myself doing more of my shopping there.
The prices at Wal*Mart are what makes the shoppers come back. I have gone into another store such as King Soopers and saw their prices being much higher than Wal*Mart's. Of course I am going to go where it is cheaper, and so would the other % of people who are pro-Wal*Mart. When it comes to "living better" the slogan can mean many things. One might be targeting the gas prices, but I truly believe that Wal*Mart sees that low prices bring the customers, so they just keep doing it, which is their way of "Living Better..."
As much as I don't like the Wal Mart experience, it is hard to avoid the fact that they have great deals. I think Wal Marthas found a way to reach customers of all economic situations because of their ability to sell brand name products at a great price."Live Better" is trying to reach those customers worried about saving money everywhere they can. Promoting the fact that they can live a great life at a great price.
It would be hard for me to explain Wal-Mart's new slogan when in all honesty I don't see the necessity in their advertising at all. Everyone knows that Wal-Mart has a vast selection of items at cheaper prices than you could get them at most other places. That's the whole reason it exists. The new ad campaign is likely pushing for people to be able to "have their cake and eat it too" as this original post stated, and maybe trying to shift the non-haters over to the other side of the road and make them very pro Wal-Mart.
Still, advertising for the store in general seems a needless expense. Unlike with actual products, seeing the store probably does not make one want to run out of their house and go there just for the fun of it, and a clever new ad campaign isn't going to make someone that once hated Wal-Mart suddenly pro or neutral.
I agree with Katherine. Just because Wal-Mart has a new slogan does not mean that it is going to attract people who once hated or were neautral about Wal-Mart shopping. Most people know about advertising and how they will tell you anything you want to hear to make more money. I dont go to a place because of their slogan I go because I like it or because it is convinient. I do not like or dislike Wal-Mart. I go because it is close and it has a variety of everything. I wish that Target was closer because I like Target the best. The thing that bothers me about Wal-Mart is that you can never run in and run out. It seems impossible to get out of the store in less than ten or fifteen minutes.
I don't think that the slogan harms consumers either. I think that the slogan is a reflection of the shoppers that frequent the store. The shoppers save money for products that they need that are hopefully good quality, and they are living better because they have more money in their pockets then they would of had if they went somewhere else. I think that there is too much reading between the lines here.
Wal-Mart's new slogan "live better" is an encouragement to all consumers. For years, Wal-Mart has been the target of slander and bad press for their expansion and inconsideration of smaller businesses and the environment. For once Wal-Mart has actually taken a step in the direction of reversing this image of the power hungry conglomerate. In fact, Wal-Mart has even begun collaborating with Colorado’s Go-Green movement by offering cloth shopping bags to consumers in an effort to reduce plastic bag consumption.
However, I don’t think a change in slogan is going to convince shoppers to start or stop buying products from Wal-Mart. The ultimate appeal is low-price, one-stop shopping that’s easy and convenient without necessarily compromising quality. This factor draws consumers far and wide. With increasing costs of living and sky-rocketing gas prices, consumers are looking to cut costs in the easiest and most effective manner. Regardless of whether its “Low prices, always” or “live(ing) better”, Wal-Mart will continue to dominate the retail market for these reasons.
Wal-Mart is basically trying to please every one of its consumers by giving themselves more appeal with out seeming unfair or unrealistic. The bargain shoppers always feel welcomed by the slogans because they know Wal-Mart was based off the bargain consumer, yet now that a variety of people raning from lower, middle, and even some upper class citizens shop there. The slogan sounds approachable to all consumers because Wal-Mart is presenting more qaulity for less and any person who understands the value of a dollar no matter thier class can appreciate that. I do have one concern and that would be the future outcome of thier ideas. for Wal-Mart is seemingly making customers happy for now, but thier may come rising competition that can out do thier idea.
First off i would like to say that i love wal-mart. I work at another retail chain and i find that the stuff in my store is alot more if not twice as expensive then wal-marts products and prices. People love wal-mart becuase it is convenient and there will always be a massive supply of what you want and what you need there. Before i became a college kid i thought that wal-mart at times was cheap and dirty and i hated going there. Now being on my own and paying most of my bills and making my own money, wal-mart is my favorite place to go. there are so many things there that i can get cheaper and i know going into a wal-mart that what i need will always be right at my finger tips so i am never disappointed. I think their new slogan just puts them in a little better light but people will always know what wal-mart is and what it stands for, slogan change or not.
Whether it is the best idea to shop at wal mart has been a pretty big debate for a while now. Wal mart has been portrayed as an "evil place" in shows like south park where the store is mad fun of and described as an addictive place to shop. I understand that the stores new type of slogan is to pay less and to live better. I guess I feel that this slogan manipulates viewers and consumers to a certain extent. We as people know other places that are benneficial to shop at and which places we save most money at. I'm from a smaller town where all we have is a wal mart so one could imagine just how vital the store is to our everyday needs.
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