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WAL-MART LAUNCHING COMMUNITY STRATEGY IN SHANGHAI OUTLET
Info-Prod Research (Middle East), July, 2005
According to fdi.gov.cn: Less than month in the run-up to the official opening of Wal-Mart's first Shanghai outlet, the supermarket giant is already making appearances in neighborhoods adjacent to the new outlet with such catchy slogans as "serving the community residents" and "blending with the community".
This is reportedly part of its "community" branding strategy. By engaging intensively in community activities, Wal-Mart is looking to appeal to customers in the neighborhoods. The promotion slogan of "fair prices for every day" also fits into the consuming psychology of the community residents. It is expected that over 20 large shopping compounds currently operating in Pudong will be affected in the short-term by Wal-Mart due to its strong brand equity. Customers who are...
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