Wala and Zerca is a Bright and Bold Private Label Brand

Grupo Ramos is the leading retail company in the Dominican Republic. It has 70 establishments and about 10,000 workers. It began its trajectory in 1965 and currently has 3 important supermarket brands: La Sirena, Super Pola and Aprezio. For this reason, after years with its own brand FIRST CLASS, Grupo Ramos decided to replace it with two new private brands aimed at satisfying the two main target audiences of the company, offering all kinds of Mass Consumption products (soaps, chips, oil, juices… ) The new brands, for a medium segment (Wala) and for the first price (Zerca), must be able to differentiate themselves in a saturated market by providing their own value propositions. For this reason, without renouncing the attributes of quality and price, positioning will be sought that covers more emotional aspects that can connect quickly and intensely with the consumer.