Rebranding Homebrand to Essentials, It' Aint Going to Work Woolies!

Lrobertbruce on 30/03/2016 - 11:23
Last edited 01/04/2016 - 10:58

Dear Woolworths (Coles and Aldi)

If you think pulling the wool over our eyes by reducing the percentage of food you put into the can will work in your re-branding exercise, you are mistaken…

If you can't beat them, join them. That won't work either!
Aldi's model seems to be be to negotiate with the manufacturers for supply of their brandlines. A key aspect in this negotiation is the percentage of product in the tin. An example is chocolate. The last time I checked Aldi's had significantly less chocolate (coca) in the tin in comparison to the other retailers brandlines.

The only casualty in the supermarket wars will be the supermarket!…
The consumer has already moved on, I am positive your metrics are not keeping up with the demographics.

Over the last five years I now shop at mirco-markets like the local green-grocer and butcher and am eating far healthier and reliably. Reliably because those stores have the ability to micro-manage their product.

Contrast the condition of fruit, vegs and meats between the these retailers. Ever wonder how the meats at Coles are all the same color and the apples are perfectly presented. Looks great in the shelf but the meat is often tough and the apples powdery. This is not the case in nature and should not be the case in the stores.

Micro-markets know this, they are not ashamed to present nature in it's true form and they are not into consumer pretensions or 'what looks good'.

Well done to the big three, more bargains and better quality for me at the mirco-markets, you pushed me away and I've only ever benefited from it since!

Food & Grocery

Related Stores

Woolworths
Woolworths

Comments

  • spackbace on 30/03/2016 - 11:35
    +19

    You compared home-brand products, and then ranted about the fruit & veg & meat… Umm not same?

    Some home-brand products are actually superior to their name-brand cousins. I purchase Coles brand minced garlic because it actually contains more garlic than the competition, for a cheaper price!

    But you can't use a home-brand re-branding to then talk about the fruit and veg differences…!

  • holdenmg on 30/03/2016 - 11:46
    +3

    coca?

    https://en.wikipedia.org/wiki/Coca

    I think you meant Cocoa…

    • tomleonhart on 30/03/2016 - 11:56
      +2

      I hope OP didn't actually send this letter to the supermarkets. Because the spelling and grammer mistekas makes it hard to took it seriousness.

      • holdenmg on 30/03/2016 - 12:00
        +1

        coca deprivation? lol

        • QuickToThePointless on 30/03/2016 - 12:32
          +1

          This little rant reads like someone who has not slept for a few days recorded themselves speaking their resultant raving lunacy then proceeded to type it out as an excercise in self delusion

          I would not be surprised if, in addition to ozbargain, copies were sent to the supermarkets, all listed micro markets, polititicans, federal law enforcements and the press.

          And possibly the coast guard too.

          Too much Aldi chocolate, given its questionable list of ingredients, will do this to even the sanest of men

        • robertbruce on 01/04/2016 - 10:44
          +2

          @pointless comment: Darn, forgot about the coastguard…

      • mr_alligator on 30/03/2016 - 12:07
        +1

        Mistekas?

        • tomsco on 30/03/2016 - 15:16

          Is that the only one you noticed?

        • tomleonhart on 30/03/2016 - 15:17
          +2

          @tomsco: he probably missed the whole sarcastic tone of the sentence too :P

      • QuickToThePointless on 30/03/2016 - 12:38
        +3

        As the bible says "Let he who Is without mistekas cast the first tin of coca"

        • altomic on 31/03/2016 - 15:23

          Dude, that was said by Socrates

        • QuickToThePointless on 31/03/2016 - 15:28

          @altomic:

          Dude, that was said by Socrates

          thats exactly what DaVinci said

    • QuickToThePointless on 30/03/2016 - 12:23
      +1

      If they put coca in the chocolate, youll definitely be back again and again in a perpetual cycle, always wanting more with each passing week

      Eventually you will have to rob and steal to fund your habit.

  • JetLi on 30/03/2016 - 11:57

    kudos on your lifestyle change, but I just don't have the time in my life to frequent different micro markets for my weekly shopping, I'll put up with the odd powdery apple.

    • phocus on 31/03/2016 - 12:00

      same… also these micro markets are never open when you want them to be.

    • robertbruce on 01/04/2016 - 10:48
      +1

      Make the effort or your just succumbing to their cheap tricks

      • ddrex on 01/04/2016 - 15:06

        That's just it. Making the effort to do something better or benefit more, has become too hard for many of us. We are being had by a convenience card.
        I try to stay out of woolies and coles as much as i can but sometimes have to go in there.
        Everybody's situation is different but kudos for doing what you do op.

        Unfortunately, i think the change will work. A pretty picture on the packaging will change how people perceive the product, and home brand will soon be forgotten and essentials will be embraced by most customers. It's just a matter of how long it takes.

        • robertbruce on 02/04/2016 - 11:42

          Try visiting your local green-grocer as a first step…you'll be that delighted by the aromas, scents and health of an old fashioned shop you'll want to visit again and again…

          Visit a delicatessen occasionally, you'll be amazed how price competitive they can be for some items

          Once a month buy your meat in bulk from a wholesale butcher. You'll have to repackage it for the freezer but you will save time and money with that method.

          It makes it easier to do these things when you consider how the big three and their suppliers behave.
          Take tinned Paramount Fish as an example. When you open a can of it you'll get a whiff of the ocean, no other can can boast that.
          Coles dropped Paramount them from their shelves and shifted the line to IGA, which they now own. To make-up or make-good from the loss, Paramount bought Brunswick Fish which supplies Coles. Since then the price of sardines has risen, the quality has dropped and there is less choice.

          Don't even bother with Aldi's Portman brand of sardines, youll be picking scales out of your teeth.

          I now buy my sardines from the delicatessen, fresh and tinned. I was amazed at how price competitive the local deli is.

          I still shop at the big three, but only for a few items.
          I base my shopping over a monthly basis.
          It took about a year to make the change but it was well worth it. I eat healthier and so will you.

          A small step is all you need, like the green grocer, but be quick before he disappears…

          PS. Coles recently dropped the Virgin Garden and Nature's Cuppa lines of decaf tea's to replace them with big-tea Tetley's oxygen bleached bags and white dyed string, grrrr

  • QuickToThePointless on 30/03/2016 - 12:46
    +12

    These type of posts really are my favourite - a disgruntled OP, copious amounts of grammar errors, grandiose statements that contradict each other, a conviction of self righteousness, spelling mistakes that alter the entire meaning, and a beginning, middle, and conclusion that bear little relation to each other

    Thankyou robertbruce….honestly cant wait till your next forum post!

    • spackbace on 30/03/2016 - 12:51
      +4

      It's as if Trump wrote a forum post :)

    • robertbruce on 01/04/2016 - 11:03

      nor I yours, you've mirrored your own criticism upon your own post, weird hey!

  • [Deactivated] on 30/03/2016 - 12:55

    I think the choice of the word "Essentials" is a bad one for Woolworths. I believe that Target also have a private brand called "Essentials" for their first tier generic products. I think the legal and marketing departments of Woolworths should have done a better research job. I've seen Essentials already on some of the Woolworths office products and I've always thought it was an unwise branding name.

    • QuickToThePointless on 30/03/2016 - 12:58
      +1

      Do you care to elaborate - Perhaps make a forum post similar to this fine literary work by robertbruce?

      • [Deactivated] on 30/03/2016 - 13:08

        How much do you want me to elaborate?

        I just checked the Target website and the "Essentials" brand still exists. Why would Woolworths want to use a name associated with Target with a Woolworths private label? Why would Woolworths want their customers to be thinking of the opposition, Wesfarmers, who owns Target? I know that Woolworths will be using the brand mostly for grocery items so there won't be much product overlap between the 2 brands but I still think it's a poorly thought out idea.

        • Ughhh on 30/03/2016 - 13:21
          +1

          If you did a survey on the streets and asked people if they've heard of brands Kelloggs, Arnotts etc people will say yes. If you asked them have you heard 'Essentials', I'm pretty sure everyone will be saying "huh…ass what?". Targets 'Essentials' isn't really a brand, its more of a line at Target, people will know it as Targets homebrand rather than 'Essentials' by itself. No one will be thinking of Target when they're looking at Woolies essentials products.

        • [Deactivated] on 30/03/2016 - 13:32
          +1

          @Ughhh: Yup, to me any Target, Kmart, Woolworth, Coles thing will be just as it is regardless of the qualifier behind it. Premimum, select, choice, basic, esssential whatever whatever.

        • robertbruce on 01/04/2016 - 11:29

          @lolbbq: your utterly correct!

    • robertbruce on 01/04/2016 - 11:08

      I agree, it screams poor branding and a poor product. The only thing essential about essentials is the active ingredient, profit… There's more profit in essentials than there is product.

  • tonyjzx on 30/03/2016 - 13:21

    I dont think this is a bad idea as you think. Homebrand looks like poverty crap.

    So they want to do a Coles Select/Essentials whatever which is a tad more upmarket.

    So whats the harm really for them? They're already taking it in the ass.

  • [Deactivated] on 30/03/2016 - 15:03

    I stopped buying homebrand because the only item I wanted suddenly became unavailable; i.e. the homebrand salt has changed to iodised only in my area… ;-(

    • catbrain on 30/03/2016 - 15:25

      Are you allergic to iodine? The quantity of iodine in salt is soooo small, but can make a big difference for iodine deficiency, something that is amazingly still a problem in Australia (and many other parts of the world). It's not really enough to put you into the excessive intake zone, unless you are eating a lot of salt or have an existing thyroid condition.

      • [Deactivated] on 30/03/2016 - 20:30

        I use a lot of salt in my soups. Easily 50-100g per pot. I'm not sure how much iodine will be absorbed by one's body but I think it accumulates. I think large irregular doses seem safe as most of it is not absorbed, but large consistent doses are going to mess you up (Anecdoctally from relatives who have a condition). I suspect Small regular doses may also create problems as it accumulates.

        I also eat a lot of seaweed, so I'm already worried about cutting my intake and not adding extra additional sources. I've seen too many people with thyroid issues, more than average for our group. This is almost non-existent amongst my western friends who have very low iodine intake. Iodine is dangerous stuff.

        A lot of the Asian diets are very high in salt, and despite this life expectancy is very very high (one of the highest in the world). So I don't believe in the salt causes problems issue. I think the western foods that have high salt are to blame as those are also very high in fat. Sodium is an Electrolyte and a key part of life. I think it gets a bad name because of poor research and neglecting actual consumption, as well as correlated variables (i.e. high fat).

        On the issue of Iodine, I know someone who faints when they drink kombu soup and they cannot use iodised salt in their cooking.

        Could be down to genetics.

  • goosegog on 30/03/2016 - 15:13

    Always buy the generic brands from Coles & Woolliies as mostly far better quality. ( Never buy Black & Gold though from IGA) Can't comment on Aldi as we are STILL waiting here in Perth for them to open. However, do know from all friends & rellies in England that they provide goods @ a reasonable price.

    • robertbruce on 01/04/2016 - 11:14
      -1

      This is what your waiting for in Perth. Grandessa Blackberry Homestyle conserve. 45% Blackberrys makes it a jam not a preserve and that makes the whole thing a jam to the consumers.

  • CheapskateQueen on 31/03/2016 - 00:34
    +3

    Well the ugly ass homebrand packaging screams "this is cheap. Likely cheap in quality too". There was a time where that perceived reduction in quality was worth the savings. That doesn't cut it anymore. Thanks to Aldi, We want cheap but pretty products. There's also research to suggest that the packaging our food comes in affects our perceived taste of the food too. So the ugly home brand packing definitely really should go.

    But also why wouldn't they consolidate their 2 private labels? Makes sense to me. Industry is always comparing private sales, makes sense to consolidate 2 lines to make numbers sound better.

    i fear the day WW and Coles private labels are our only options for most products as they monopolize the market and slowly remove their competitors products from the shelves.

    • Ughhh on 31/03/2016 - 00:46
      -1

      There's also research to suggest that the packaging our food comes in affects our perceived taste of the food too. So the ugly home brand packing definitely really should go.

      Thats like saying, all the ugly people hurt my eyes and negatively impact the way I see the world, thus should all be shot.

      That is true however, hence why 'healthy colours and pictures' such as green and sunshine is a popular colour/picture. But if you look at the nutritional value, its got more sugar and fat than a Big Mac.

      The traditional white and red 'Homebrand' packaging at Woolies is rather ugly, I admit. But I thought the purpose was to show/convince buyers that theyre saving money because they're not paying for the pretty pictures.

      • robertbruce on 01/04/2016 - 11:22
        +1

        The ugly packaging is for the ugly people, you know, the poor people.
        The ugly packaging is to shame people into the pretty brands.
        The ugly packaging could be more attractive using the same amount of ink!
        They are just bigots.

        • Ughhh on 01/04/2016 - 11:53

          Ohh I get it now. The real reason you hate homebrand is because they're made to be targeted at consumers like you. They've shamed you into buying prettier non honebrands, hence this post and your announcement of love towards non homebrands.

          You think it doesn't cost any money in designing to make it pretty? You seriously think ink is the only cost?

          Ughh gifs

        • robertbruce on 01/04/2016 - 12:47
          +1

          @Ughhh:Ugh your logic is really really off. You can't be targeted for one item and then shamed to another.

          You can be sham-ed tho' and that is what they are doing…

          No, it does not cost more than the ink! They will still have to pay the corporate fees for the design, implementation etc etc, in the end it is just the cost of ink"

          Bigotry Marketing - you read it here first!

    • robertbruce on 01/04/2016 - 10:55

      that day is slowly coming, supermarkets have long been aspirants of vertical marketing.

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