06
New
$562 $m
Big W
The Woolworths-owned general merchandise retailer is firmly positioned at the value end of the market. Big W’s commitment to “Australia’s Lowest Prices Everyday” defines the brand, with its “Everyone’s a winner” campaign and the catch-phrase “Cha-Ching” reinforcing this message. Unfortunately, its price-led positioning does little to differentiate Big W from recently reinvigorated competitor Kmart, which is more structurally committed to low pricing with extensive product lines and Wesfarmers’ buying power. Big W has sought to maintain relevance by expanding services such as launching Big W Vision, a low cost optometry service available in-store and online. But with a smaller physical footprint than competitors, even its emerging advantage in mobile means it lags behind rival Target in social media and digital platforms. The brand will have to bring something new to the market in 2013 to stand apart from a toughening playing field.