Value message makes impression

There were a host of economic factors that pressured consumer spending in the fourth quarter, but it didn’t help matters that Wal-Mart stepped up its advertising programs, as it vied for the sales that were available. Wal-Mart acknowledged increased advertising pressured expenses, when it announced fourth quarter results last week, but noted the move was necessary to reinforce its value proposition and brand promise. With consumers expected to remain under pressure throughout much of 2009, look for Wal-Mart to continue driving home its save money, live better message with next month likely to see a major campaign around food and consumables as the Great Value private brand is re-launched.