Private Label Strategy

How to Meet the Store Brand Challenge

Nirmalya Kumar, Jan-Benedict E.M. Steenkamp

270 pages, parution le 12/02/2007

Ajouter à une liste

Indisponible

Résumé

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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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 Label Strategy: How to Meet the Store Brand Challenge," 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.

L'auteur - Jan-Benedict E.M. Steenkamp

Jan-Benedict E.M. Steenkamp is C. Knox Massey Distinguished Professor of Marketingand Marketing Area Chair, University of North Carolina at Chapel Hill. He is also the Executive Director of AiMark, a global research center.

Sommaire

Retailer Strategies Vis-à-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-à-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?

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Parution	12/02/2007
Nb. de pages	270
Format	16 x 24
Couverture	Relié
Poids	575g
Intérieur	Noir et Blanc
EAN13	9781422101674
ISBN13	978-1-4221-0167-4