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Retailers Fight the 'R' Word

By Eric Newman

Even though we live in a post-Julie Roehm vs. Wal-Mart world, that doesn't meant that the retail industry was lacking for drama and intrigue this year. It might not have been an alleged interoffice love affair, but consumer spending decreases ahead of an economic slowdown sure got the suits at top retailers sweating.
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  RETAIL
  1. Wal-Mart Martin Agency / Richmond, VA 374.50 493.60 6.62 93 7.7 67.3  
  2. The Home Depot Richards / Dallas, TX 77.3 424.5 7.32 93 8.15 71.8  
  3. Target Peterson / Minneapolis, MN 63.4 591.4 7.26 95 8.07 71.3  
  4. Lowe’s BBDO / New York, NY 48.3 411.9 7.61 82 8.02 71  
  5. Best Buy BBDO / New York, NY 33.3 323.6 6.94 91 7.82 67.2  
  6. Sears Y&R / Chicago, IL 27.8 492.7 6.78 92 7.2 64.6  
  7. Macy’s Various 26.3 793.8 7.06 80 7.19 63.5  
  8. J.C. Penney Saatchi & Saatchi / New York, NY 19.9 361.8 6.91 94 7.46 66.2  
  9. Staples McCann Erickson / New York, NY 17.8 109.4 7.17 80 7.71 67.4  
  10. Kmart/Sears Draftfcb / Chicago, IL 17.3 155.1 6.09 93 6.3 56.1  
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  SUPERMARKETS
  1. Kroger Various 69.00 143.2 7.04 54 7.32 64.7  
      Fred Meyer 6.79 23 6.92 59  
      Ralphs 6.17 21 6.14 53.4  
  2. Costco In-house 63.1 0.3 7.23 68 7.28 65.3  
  3. Supervalu Dailey & Assoc. / West Hollywood, CA 43.9 84.1 N/A N/A N/A N/A  
  4. Safeway DDB / Chicago, IL 42.3 112.9 6.44 51 6.39 56.9  
  5. Publix 22Squared / Atlanta, GA 23 68.8 7.44 25 7.53 66.6  
  6. Ahold Mullen / Wenham, MA 20.9 34.1 7.3 4 6.13 59.4  
     Stop & Shop Mullen / Wenham, MA 6.17 33 7.52 61.8  
  7. Food Lion Allen & Gerritsen / Watertown, MA 18.2 27.8 6.01 33 6.23 53.6  
  8. Meijer DeVito/Verdi / New York, NY 13.6 31.4 N/A N/A N/A N/A  
PREV CATEGORY NEXT CATEGORY Sources, General: Company financial reports (sales)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Sources, Supermarkets: Supermarket News/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Supervalu: Sales from all stores owned by Supervalu, Minneapolis
Food Lion: Sales from all stores owned by Delhaize, Sainsbury, NC.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.
Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

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