Branding Experiment Essay

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Total Length: 384 words ( 1 double-spaced pages)

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Wegmans store brand food items vs. well-Known brands

Lunchmeat

Wegmans hickory-smoked turkey lunchmeat vs. Hillshire Farms hickory-smoked turkey lunchmeat

Review placement on shelf: Both products are positioned side-by-side on a hanging rack in the dairy section

Cost of brand vs. cost of private label: Wegmans $2.99; Hillshire Farms $3.39 for the same amount in ounces

Ingredients same or different?: Virtually identical

Is private label made by brand manufacturer: Yes

Dairy

Wegmans shredded cheddar vs. Kraft shredded cheese

Review placement on shelf: Wegmans was positioned at eye level, Kraft was positioned somewhat lower

Cost of brand vs. cost of private label: Wegmans was $3.89 for 16 ounces; Kraft was $3.

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19 for 8 ounces

Ingredients same or different?: Kraft offered a blend of different flavors and colors of cheddar cheese; Wegmans bags of shredded cheese only came in single flavors and colors

Is private label made by brand manufacturer?: Yes

Category 3: Beverages

Wegmans orange juice vs. Tropicana

Review placement on shelf: Both products were at eye level, but in separate refrigerator compartments

Cost of brand vs. cost of private label: Wegmans $1.99 per carton; Tropicana $2.99

Ingredients same or different?: Identical

Is private….....

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