7-Eleven Day is Free Slurpee Day

Discussion
Jul 08, 2003
George Anderson

By George Anderson


7-Eleven will be giving away up to five million free Slurpees to customers on Friday July 11 to celebrate the anniversary of the chain’s opening 76 years ago.


Jim Keyes, president and chief executive officer, 7-Eleven said in a released statement, “For 76 years, our customers have made us the world’s favorite neighborhood retailer. 7-Eleven stores plan to celebrate this anniversary with a special thank-you to our more than 6 million customers that shop our stores each day.”


Moderator’s Comment: What does the 7-Eleven brand stand
for? How well does it deliver on the promises it makes to consumers?


Our view is that marketers need to look at their own brands
as a living entity with numerous relationships (shoppers, employees, etc.)


The nature of the relationships, being personal, will
vary. What remains constant, however, is the living thing we call a brand which
makes promises or commitments (implied through marketing or defined contractually).


A brand’s equity or credibility, as we see it, is
based entirely on how well it keeps the promises it/he/she has made.


7-Eleven promises its customers, according to Jim Keyes’
own words, “to provide exceptional convenience, product assortment, quality,
value and service.”


Over the years, we’ve been in 7-Eleven stores that
have kept that promise to us. We’ve also been in others that have not.
Those experiences explain why we are not adverse to going to a 7-Eleven. We
will also not seek one of its stores out over the competition.

[George
Anderson – Moderator
]

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