Private Label Strategy How to Meet the Store Brand Challenge

ISBN-10: 1422101673

ISBN-13: 9781422101674

Edition: 2007

List price: $35.00 Buy it from $3.00
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Description: 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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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.

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Book details

List price: $35.00
Copyright year: 2007
Publisher: Harvard Business Review Press
Publication date: 2/13/2007
Binding: Hardcover
Pages: 288
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.188

Brands under attack from private labels
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
Manufacturer strategies vis-a-vis private labels
Produce private labels for greater profits
Partner effectively to craft win-win relationships
Innovate brilliantly to beat private labels
Fight selectively to marshal resources against private labels
Create winning value propositions for manufacturer brands
Are brands dead?
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