Julie Dexter Berg, EVP/CMO of Supervalu, describes the challenges of building a brand of supermarkets in a broad middle market, with niche markets like Whole Foods on one side and large retailers like Wal-Mart on the other. Supervalu found a way to compete as a hyper-local business, offering several banner brands while maintaining deep knowledge about the needs of local customers.
- Stand out among big competitors
- Introduce proprietary brands
- Connect with local markets
- Success with smaller, localized stores
- Published July 2010