Office depot and Office Max are both shutting stores, and cutting jobs. Not so Staples. In the face of this worst retail times, Staples will continue to open new stores. Office supplies is a commodity business. You win by offering greater convenience or a better price.
Staples wants to be a convenience operator.
Their customers shouldn't have to spend a lot of time trying to find a store, or driving to a store. Splenda is targeted to young, health conscious women using soccer star Mia Hamm as the pitchwoman. Ads appear in Diabetes Digest, TV guide and Reader's Digest. Imagine that you have invented a third brand in the sugar substitute market. Create a third, totally different target market.