President's Choice

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Jan – Dec 08, and Jan – May 09 (17 months in total)
Start of Advertising/Communication Effort: July 1, 2007
Base Period for Comparison: Jan – Dec 07, and Jan – May 08

a) Synopsis of Case

The case of Loblaw and President's Choice is one of a huge Canadian retailer in the midst of one of the greatest turnarounds in Canadian retail history. For years, Loblaw dominated the grocery category. But by 2005 it had lost momentum and was struggling. This case will explain how Loblaw was able to use one of its own brands, President's Choice, to restore a Canadian institution to profitability.