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CVS Goes Upmarket
CVS Goes Upmarket - Trends
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have tried to convince the makers of pricey cosmetics, skin care, and fragrances to offer their products to the drugstore giant. But the gilded brands, traditionally found only in department stores or specialty stores like Sephora , were reluctant to tread into the mass market. So Mike Bloom, senior vice-president of merchandising at CVS, and his team decided to create a brand new retail environment that would be adjacent to its core pharmacies yet offer a totally different shopping experience. "We could not make this work inside our current four walls," he says. "The only way to make this a reality was to accept the fact that ...
A blog for those interested in all aspects of the business environment. This blog contains adventure, commentary, and academic papers I've written. There's a lot here so please feel free to sit back and enjoy! In Mike Bloom’s video explanation of the “Beauty 360” product differentiation strategy, Mr. Bloom talks about how CVS has decided to expand on their marketing of beauty products to include premium products and premium quality service. The concept for CVS’s “Beauty 360” campaign was the labor of over ten years extensive planning and ... Read More
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