Woolworths Supermarkets
Own brand products are a meaningful source of revenue and profit. The arrival of a new competitor prompted action. To minimise the risk of competitive price attack on the company’s house brand, a multiple brand strategy was pursued in the belief that if price competition was to inflict damage it may be limited to a single category of products rather than the entire range of products.
As a result, each individual product became part of a collection of products and each category had its own name and individualised expression of identity housed in a common format. All category names were then linked to a central theme of ‘Quality and Value’ which allowed group or individual products to be promoted under a single or collective proposition.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-01.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-06.jpg)
The base format relied on the shared indisputable characteristics of ‘Quality and Value’.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-07.jpg)
This was then adapted to the brand names assigned to each category of products. Hundreds of individual products were allocated under twelve brand names.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-08.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-09.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-02.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-03.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-04.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-05.jpg)
Woolworths Supermarkets
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-01.jpg)
Own brand products are a meaningful source of revenue and profit. The arrival of a new competitor prompted action. To minimise the risk of competitive price attack on the company’s house brand, a multiple brand strategy was pursued in the belief that if price competition was to inflict damage it may be limited to a single category of products rather than the entire range of products.
As a result, each individual product became part of a collection of products and each category had its own name and individualised expression of identity housed in a common format. All category names were then linked to a central theme of ‘Quality and Value’ which allowed group or individual products to be promoted under a single or collective proposition.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-06.jpg)
The base format relied on the shared indisputable characteristics of ‘Quality and Value’.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-07.jpg)
This was then adapted to the brand names assigned to each category of products. Hundreds of individual products were allocated under twelve brand names.
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-08.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-09.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-02.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-03.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-04.jpg)
![](https://www.catobrandpartners.com/wp-content/uploads/2023/09/cato-projects-fmcg-woolworths-05.jpg)
OTHER FMCG PROJECTS