Home Depot Claims Its More Than a Store

Discussion
Feb 24, 2003
George Anderson

By George Anderson


Home Depot launched a new ad campaign on the Grammy Awards telecast last night that focuses more on services the chain offers and less on price.


The retailer’s chief of marketing, John Costello, told Reuters, “Our goal is to continue to evolve a very strong brand, and to remind customers of all of the ways we can help make their homes better.”


The theme of the new campaign is “Home Depot is more than a store. You can do it. We can help”


Moderator’s Comment: Does a move away from price positioning
help or hurt Home Depot in its attempts to differentiate itself from competitors?


Home Depot has driven many small hardware store competitors
from the landscape in the past using low prices and warehouse store selection.
Obviously, the chain has concluded this strategy will not help it compete with
Lowe’s. [George
Anderson – Moderator
]

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