Market News
16Jan2006 |
Safeway Turns Spotlight on Private LabelAccording to Supermarket News, Safeway has announced plans to focus on itself as a brand in the coming year, with an expanded marketing push in that direction. Executive vice-president, marketing, Brian Cornell, has referred to the company's design to move "from a fragmented portfolio [of corporate brands] to a clear, broad architecture" that will consolidate Safeway's existing 70 labels into 10 "power brands." This will essentially create a consumer packaged goods company within the larger corporation. Source: Canadian Grocer E-Newsletter, January 16, 2006. 
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