Dave Nichol
Encyclopedia
David Nichol is an award-winning Canadian
Product Marketing
expert. He introduced several store brand
ed lines of products
in the 1970s that propelled Loblaws from a struggling chain to an industry leader. For a time, as spokesman
for Loblaws, he became a recognizable Canadian business personality, largely due to his being featured in thirty second commercials, and thirty minute infomercials during the mid 1990s.
’s School of Business
(1962). While at UWO his roommate was Galen Weston
, from one of the richest families in Canada. Nichol completed a law degree at the University of British Columbia
and a Masters in Law from Harvard
.
's Toronto management consulting office. In 1972, Galen Weston asked Nichol to help him with his family's supermarket chain, Loblaws. He joined the company that year as Executive Vice-President.
In 1976, Nichol was promoted to President. He worked with Galen Weston, Richard Currie
, Brian Davidson and Don Watt to establish four retailer-branded product lines: “no name
” for generic products; “President's Choice
” for superior quality products; “Too Good to be True” (TGTBT as labeled) for nutritious healthy products; and “Green” for environmentally friendly products.
Nichol was the company spokesman. He appeared in dozens of television commercials and radio spots promoting Loblaws products, most notably the President's Choice line. He starred in thirty minute infomercials several times a year upon release of Loblaws Insider’s Report, of which he oversaw the development. This free publication was an enhanced store flyer
produced three times a year that marketed new products at discounted introductory prices. Lines of new products were built around product names, for example the "Memories of" products. He also introduced The Dave Nichol Cookbook, which sold out 100,000 copies.
In 1985, Loblaws was reorganized and Nichol was made President of Loblaw International Merchants, the product development arm of Loblaw Companies Limited. He held that position for eight years.
In 1994, Nichol became the CEO of Destination Products International, a subsidiary of Cott Corporation
. For them he developed a line of unique premium food products that were offered to food retailers around the world under each retailer’s own brand name. Nichol attempted to repeat his success as spokesman by naming a beer after himself, made by Cott, and marketing it in television commercials very similar in style to his old Loblaws President's Choice spots. However, his marketing and product success was not repeated at Cott, as the company struggled to expand under Nichol, whose taste "seemed to diverge too much from the mainstream" Moreover, without direct access to shelf space, which came at Loblaws, he "had a far more difficult time gaining entry, as a result spending an excessive amount of money to secure shelf space." Just before Nichol joined Cott, the stock had reached a high water mark in 1993 at $35.00 a share, when Nichol left it was falling dramatically for a variety of reasons, hitting bottom at $3.00 in 1998.
In 1994, Anne Kingston released his authorized biography, The Edible Man: Dave Nichol, President's Choice & the Making of Popular Taste.
In 1997, Nichol left Cott to form a consulting firm, Dave Nichol & Associates. He continues to serve there as CEO. They have created specialty products that are sold under brand names they have created or names controlled by clients; however, his public profile has diminished significantly and his once stellar marketing reputation with the consumer has faded.
In 2005, Nichol was inducted as a Visionary into the Marketing Hall of Legends by the American Marketing Association
.
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
Product Marketing
Product marketing
Product marketing deals with the first of the "7P"'s of marketing, which are Product, Pricing, Place, and Promotion, Packaging, Positioning & People....
expert. He introduced several store brand
Store brand
Store brands are a line of products sold by a retailer under a single marketing identity. They bear a similarity to the concept of House brands, Private label brands in the United States, own brands in the UK, and home brands in Australia and generic brands...
ed lines of products
Product lining
Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colors,...
in the 1970s that propelled Loblaws from a struggling chain to an industry leader. For a time, as spokesman
Spokesman
A spokesperson or spokesman or spokeswoman is someone engaged or elected to speak on behalf of others.In the present media-sensitive world, many organizations are increasingly likely to employ professionals who have received formal training in journalism, communications, public relations and...
for Loblaws, he became a recognizable Canadian business personality, largely due to his being featured in thirty second commercials, and thirty minute infomercials during the mid 1990s.
Early life
Nichol's father was a railroad station agent, so the family moved around frequently. Nichol completed his undergraduate degree at the University of Western OntarioUniversity of Western Ontario
The University of Western Ontario is a public research university located in London, Ontario, Canada. The university's main campus covers of land, with the Thames River cutting through the eastern portion of the main campus. Western administers its programs through 12 different faculties and...
’s School of Business
Richard Ivey School of Business
The Richard Ivey School of Business is located on the University of Western Ontario campus in London, Ontario, Canada, and is consistently rated as the top business school in Canada. It is offered, along with a range of other programs, by the University of Western Ontario, but is managed separately...
(1962). While at UWO his roommate was Galen Weston
Galen Weston
Willard Gordon Galen Weston, OC, OOnt , is a Canadian businessman and philanthropist. He is the Chairman and President of George Weston Limited...
, from one of the richest families in Canada. Nichol completed a law degree at the University of British Columbia
University of British Columbia
The University of British Columbia is a public research university. UBC’s two main campuses are situated in Vancouver and in Kelowna in the Okanagan Valley...
and a Masters in Law from Harvard
Harvard Law School
Harvard Law School is one of the professional graduate schools of Harvard University. Located in Cambridge, Massachusetts, it is the oldest continually-operating law school in the United States and is home to the largest academic law library in the world. The school is routinely ranked by the U.S...
.
Career
His first job after Harvard was with McKinsey & CompanyMcKinsey & Company
McKinsey & Company, Inc. is a global management consulting firm that focuses on solving issues of concern to senior management. McKinsey serves as an adviser to many businesses, governments, and institutions...
's Toronto management consulting office. In 1972, Galen Weston asked Nichol to help him with his family's supermarket chain, Loblaws. He joined the company that year as Executive Vice-President.
In 1976, Nichol was promoted to President. He worked with Galen Weston, Richard Currie
Richard Currie
Richard James Currie, OC was born in 1937 in Saint John, New Brunswick, and is a notable Canadian businessman.- Education :He began his post-secondary education at the University of New Brunswick in 1955, after receiving a Beaverbrook Scholarship to attend the institution, where he was elected...
, Brian Davidson and Don Watt to establish four retailer-branded product lines: “no name
No name (brand)
No Name is a line of generic brand grocery and household products sold by Loblaw Companies Limited, Canada’s largest food retailer...
” for generic products; “President's Choice
President's Choice
President's Choice also known as “PC,” is a private label or store brand owned by Loblaw Companies Limited, Canada’s largest food retailer. As the company’s premium line, President’s Choice includes a wide variety of grocery and household products, in addition to financial services and mobile...
” for superior quality products; “Too Good to be True” (TGTBT as labeled) for nutritious healthy products; and “Green” for environmentally friendly products.
Nichol was the company spokesman. He appeared in dozens of television commercials and radio spots promoting Loblaws products, most notably the President's Choice line. He starred in thirty minute infomercials several times a year upon release of Loblaws Insider’s Report, of which he oversaw the development. This free publication was an enhanced store flyer
Flyer (pamphlet)
__notoc__A flyer or flier, also called a circular, handbill or leaflet, is a form of paper advertisement intended for wide distribution and typically posted or distributed in public place....
produced three times a year that marketed new products at discounted introductory prices. Lines of new products were built around product names, for example the "Memories of" products. He also introduced The Dave Nichol Cookbook, which sold out 100,000 copies.
In 1985, Loblaws was reorganized and Nichol was made President of Loblaw International Merchants, the product development arm of Loblaw Companies Limited. He held that position for eight years.
In 1994, Nichol became the CEO of Destination Products International, a subsidiary of Cott Corporation
Cott
The Cott Corporation is a leading supplier of private label carbonated soft drinks distributing to Canada, the United States, Mexico, the United Kingdom, and Europe. In addition to producing many private-label beverages for retailers, Cott also has a large and growing portfolio of its own brands...
. For them he developed a line of unique premium food products that were offered to food retailers around the world under each retailer’s own brand name. Nichol attempted to repeat his success as spokesman by naming a beer after himself, made by Cott, and marketing it in television commercials very similar in style to his old Loblaws President's Choice spots. However, his marketing and product success was not repeated at Cott, as the company struggled to expand under Nichol, whose taste "seemed to diverge too much from the mainstream" Moreover, without direct access to shelf space, which came at Loblaws, he "had a far more difficult time gaining entry, as a result spending an excessive amount of money to secure shelf space." Just before Nichol joined Cott, the stock had reached a high water mark in 1993 at $35.00 a share, when Nichol left it was falling dramatically for a variety of reasons, hitting bottom at $3.00 in 1998.
In 1994, Anne Kingston released his authorized biography, The Edible Man: Dave Nichol, President's Choice & the Making of Popular Taste.
In 1997, Nichol left Cott to form a consulting firm, Dave Nichol & Associates. He continues to serve there as CEO. They have created specialty products that are sold under brand names they have created or names controlled by clients; however, his public profile has diminished significantly and his once stellar marketing reputation with the consumer has faded.
In 2005, Nichol was inducted as a Visionary into the Marketing Hall of Legends by the American Marketing Association
American Marketing Association
The American Marketing Association is a professional association for marketers. As of 2008 it had approximately 40,000 members. There are 76 professional chapters and 250 collegiate chapters across the United States....
.