Mkt4007 W6

Please download to get full document.

View again

of 16
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Categories
Published
1. Private Brands, Retailers and Category Management MKT4007 2. Private Brands <ul><li>“ Own label” products </li></ul><ul><li>Can…
  • 1. Private Brands, Retailers and Category Management MKT4007
  • 2. Private Brands <ul><li>“ Own label” products </li></ul><ul><li>Can be - Same Name as retailer Waitrose - Named different to retailer St. Michael - Differentiated Tesco Value/Tesco*Finest </li></ul>
  • 3. Common ideas <ul><li>“ value” products </li></ul><ul><li>Same quality? Different quality? </li></ul><ul><li>Made by the same company (?) </li></ul><ul><li>Public “self-branding” a potential issue </li></ul><ul><li>Some people unaware they are buying own brands (Matsui) </li></ul>
  • 4. Some figures <ul><li>53% Switzerland (highest) </li></ul><ul><li>43% of sales in the UK </li></ul><ul><li>40% Germany </li></ul><ul><li>35% Spain </li></ul><ul><li>34% France </li></ul><ul><li>28% Sweden </li></ul><ul><li>27% Denmark </li></ul><ul><li>Approx 20% Eastern Europe (rising fast!) </li></ul>(PLMA 2007)
  • 5. Where <ul><li>Overall: Massive increases in market share in recent years, especially in food retail, but also in other areas: </li></ul><ul><li>50% Frozen goods </li></ul><ul><li>8.75% Beauty products </li></ul>(ACNielsen, 2004)
  • 6. Strategic Retail Position Stuck in the Middle High End Low End Service Fixtures/Feel Prices Consumer preference Fortnum& Mason Marks & Spencer Aldi Waitrose Sainsbury Tesco Mostly House Brand Only House Brand House of Brands
  • 7. The power! Retailer Producer Consumer mass-communications promotional support Concrete Experience Environment Price Service Sales Promo Adverts Other Brand vs Own Brand Experience Customer & Competitor
  • 8. Potentially... <ul><li>Brand damage through Private Label brands </li></ul><ul><li>Choice restrictions </li></ul><ul><li>Non-comparability of price/quality of Private Labels </li></ul><ul><li>Potential for category price distortion </li></ul>
  • 9. Typology of Brands (Dobson, 2005) Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands
  • 10. Typology of Brands (Dobson, 2005) Consumer & Retailer Nightmare Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands
  • 11. Typology of Brands (Dobson, 2005) Consumer Champion Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands
  • 12. Typology of Brands (Dobson, 2005) Consumer Champion Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands
  • 13. Typology of Brands (Dobson, 2005) Branding Horror Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands
  • 14. <ul><li>Brands: </li></ul><ul><ul><li>Guaranteed quality and reliability </li></ul></ul><ul><ul><li>Price/value comparability </li></ul></ul><ul><ul><li>Distinct variants to suit different tastes </li></ul></ul><ul><ul><li>Regular improvement and innovation </li></ul></ul><ul><li>Private Labels: </li></ul><ul><ul><li>Genuine value (avoiding “marketing surcharge”) </li></ul></ul><ul><ul><li>Genuine choice (offering alternatives) </li></ul></ul><ul><ul><li>Genuine variety (filling gaps) </li></ul></ul><ul><ul><li>Genuine innovation (catering for latent demand) </li></ul></ul>(Dobson, 2005)
  • 15. Category Management <ul><li>Six stage model: </li></ul><ul><li>Category Definition </li></ul><ul><li>Assessment </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul><ul><li>Implementation </li></ul><ul><li>Review </li></ul>
  • 16. Advantages <ul><li>Access to Direct Consumer Data </li></ul><ul><li>Shared Workings </li></ul><ul><li>Improved range & less out-of-stock </li></ul><ul><li>Category Management = Business Relationship as one unit </li></ul>
  • We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks