Zellers: Festive Finale

Canadian discount retail chain Zellers faced the unique challenge of trying to achieve a strong Christmas season following the announcement of its buy-out by a rival American chain (Target).

Zellers: Festive Finale

john street

Section I — Basic information

Business Results Period (Consecutive Months): November 1 – December 31, 2011

Start of Advertising/Communication Effort: November 1, 2011

Base Period as a Benchmark: November 1 – December 31, 2010

Section II — Situation analysis

a) Overall Assessment

Zellers is the country's second largest discount department store and a Canadian icon. But after years of under-investment and the entry to the Canadian marketplace of the U.S. behemoth, Walmart, the Zellers brand was fighting for its life.

And just as Zellers had started to turn the business around and...

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