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Executive Summary
Couche-Tard is a retailer similar to 7-11, and competition is fierce. Supermarkets, superstores, warehouse stores, convenience stores, and gas stations are just some of the direct competitors. That's why in Spring 2000 Couche-Tard decided to launch a house brand to compete against Slush Puppie the dominant leader for more than 20 years.
The objective was to build appeal with 9- to 18-year-olds, a hugely important target for convenience stores. The new brand, Sloche, was launched in June 2000, when the advertising noise for refreshment drinks is close to deafening.
This case is about 'full-spectrum' development...