H-E-B is a grocery chain located in Southwest Texas. This case focuses on H-E-B's private label strategy, a product category that accounts for 19% of H-E-B's sales and one that earns gross margins 50% higher than national brands. A leader in its markets, H-E-B is faced with increasing competition. Although the case specifically focuses on H-E-B's Own Brands, it more broadly raises important strategic questions regarding H-E-B's ability to compete effectively in this new market environment.

Segment H-E-B is equivalent to national leaders.

Hill Country Fare (HCF) is H-E-B's mid-tier brand. The brand deliver savings you feel good about — trustworthy products at budget-minded prices. In fact, you can save up to 40% compared to national brands.

Our assignment was to pick the same category for HEB and HCF and design their new packagings with a system of flavors or options.

H-E-B's Ultra Thin Pads with Double Wings

RELY - Most comfortable pads women can rely on!