February 2007
Intermediate to advanced
288 pages
5h 55m
English
Content preview from Private Label StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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ELEVEN
Fight Selectively to Marshal Resources Against Private Labels
Germany 1999–2005 share: private labels, up 50 percent; brand leaders, down 8 percent; second brands, down 15 percent; other brands, down 30 percent
WITH THEIR ACTIVE private label programs, retailers today are explicit about which manufacturer brands they see as adding value. Manufacturers with new innovative products are important to retailers because they ensure that retailers’ shelves are stocked with the most attractive and high-margin products. For the rest, they have their own private labels. Therefore, retailers wish to deal only with those manufacturer brands that have a capability for successful product innovation and are able to command a price premium in the category. ...
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