Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Retail Marketing.

Description: More than two dozen The Bay locations across Canada will soon be home to Zellers stores, as the retailer has announced more details of its plan to resurrect the defunct discount brand both online and in physical stores.


Date: Jan 18, 2023


Questions for discussion:

  • Why do you think the brand is being re-introduced at this time?
  • Do you think it is good thinking by marketing management?
  • Given the marketing mandate, what would you do with the project – online and at real retail locations?