I read the following description of the 'Competitive Landscape for Grocery Stores and Supermarkets'"Demand for food products is limited by the 1 percent annual growth of the US population. Profitability of individual companies depends on having the right product mix and on efficient operations...."
And wondered where in the hell the ability to effectively differentiate one store chain from another comes in to play. Given that groceries, as a whole, are heavily price driven commodities, the stores do not really do a good job of differentiating themselves save for store brand name, geography and weekly circular.
There's none of that 'positioning work' going on where a brand like Pampers advances beyond cost-of-entry 'fit' and 'dryness' (have to fit the baby and keep it dry) to infant 'development' as a means to raise the perceptual positioning and sales bar.
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