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Private Label Strategy: How to Meet the Store Brand Challenge
As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels. In "Private Labels: Competing With and Against Store Brands", Nirmalya Kumar and Jan-Benedict E.M. Steenkamp describe the new strategies for private labels that retailers are using, and challenge brand manufacturers to develop an effective response. Most important, they lay out actionable strategies for competing against - or collaborating with - private label purveyors. Packed with detailed international case studies, valuable visuals, and hands-on tools, "Private Labels" enables managers to navigate profitably in this radically altered landscape.
Made my Saturday morning shopping trip a lot more interesting...
By Thomas Duff "Duffbert"
- February 17, 2007
I always thought that store brands were just manufacturer brands that had different labels on them. But Private Label Strategy: How to Meet the Store Brand Challenge by Nirmalya Kumar and Jan-Benedict E. M. Steenkamp opened my eyes to what exactly goes on in the world of private label branding. And it definitely made my Saturday morning shopping trip more interesting today...
Contents: Brands Under Attack from Private Labels
Part 1 - Retailer Strategies Vis-a-Vis Private Labels: Competing on Price with Traditional Private Labels; Competing on Quality with Premium Store Brands; Competing for the Rational Consumer with Value Innovator Own Labels; Encircling Manufacturer Brands with Retailer Brand Portfolios; Creating Successful Private Labels Is About More Than Just Price; Maximizing Retailer Profitability Using Private Labels
Part 2 - Manufacturer Strategies Vis-a-Vis Private Labels: Produce Private Labels for Greater Profits; Partner Effectively to... read more
Private Label Strategy
By Wanwisa Clawutinun
- February 22, 2007
I really look forward to see Private Label Strategy because I work in retail business & just launched Private label paints & tools in October 2006. I want to know what is the right strategy I should go ,how to manage manufacturing brands , & how to deal with manufacturing company. Private Label Strategy answers all of my question.
Part one Retailer Strategies makes me not only thinking about dumping price to compete with manufacturing brands but also quality .Page 58 is very helpful how to success with premium store brands.Retail brand portfolios is a must I should do. Page 107 give me the summary of successful retailer private label strategies.At the bottom line, everybody wants profit. Chapter 7 maximizing retailer profitability using private label make me not mislead by looking only at gross margin . I have to do profitability analysis otherwise I will go bankrupt.
Part two Manufacturer strategies . Like chinese old words said " knowing oneself & knowing the... read more
Good advice for big companies, but what about small challenger brands?
- April 17, 2009
This book is a good academic text, mixed with real life consulting examples from the world of big retailers and big CPG companies. But there's little prescription for the scores of companies smaller than, say, P&G, who find themselves far below #1 and #2 category leader positions. Essentially, the retail chains and the market leaders will eat your lunch... read more
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