Wal-mart's own brand "Great Value"

In these days, Retailers not only deliveres final products made by suppliers and producers, but also produce their own brand products. According to Pearson's Marketing Principle, Brand is a name, a term, a symbol, or any other unique element of a product that identifies one firm's product(s) and sets it apart from the competition. "Great Value" is a brand owned by Wal-Mart, and it is known for its cheap price. From detergent to peanut butter, Various products are produced with the mark of Great Value. Great Value brands are usually cheapest among each product category. I guess it has advantage of low cost of retails since Wal-Mart owns the brand, and the products of Great Value brand definitely do not go for good quality but for favorable price by consumers. Product line is a firm’s total product offering designed to satisfy a single need or desire of target customers (ex: all the different types of Starbucks Roasted Whole Bean Coffee). Product mix is the total set of all product lines a firm offers for sale. The product mix can be one product line or many (referred to as narrow or wide).Great Value is just one brand, but it has a wide product mix. It keeps increasing product line every year.

Chap 8. Brand and product mix