Private Label Strategy How to Meet the Store Brand Challenge
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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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $35.00
Copyright year: 2007
Publisher: Harvard Business Review Press
Publication date: 2/13/2007
Size: 7.50" wide x 9.50" long x 1.00" tall
|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?|