Walgreen Company: Perfect campaign
Rayna BaileyOVERVIEW
In 2002 the 101-year-old Walgreens, owned by Walgreen Company, was the number one drugstore chain in the United States with annual sales hitting $28.68 billion. That year it filled more than 361 million prescriptions at its nearly 4,000 pharmacies. But rapidly growing drug chains CVS Corporation and Rite Aid Corporation were encroaching on Walgreens' business. Further, while filling prescriptions accounted for the lion's share—some 64 percent—of Walgreens' sales, encouraging customers to shop the stores' front ends for nonprescription items was critical for the chain to maintain and increase its market share. Walgreens' senior...