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Albertsons is one of the leading retailers in the USA that pioneered the ''dual branding concept'' in its stores, by transforming its food stores to ''food and drug'' combination stores. Stiff competition from domestic and foreign players and lower profit margins, prompted the company to focus on its dual branding concept, apart from adopting other strategic measures. The case explores the methods adopted by Albertsons to differentiate itself from its competitors and the business plan that helped it to become the second largest supermarket chain and the fifth largest drug store in the USA. A structured assignment ''304-321-4'' is available to accompany this case.