Private Label Strategy

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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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.Timely topic: Retailer private labels account for 40% of European and 20% of U.S. sales in supermarkets, mass merchandisers, department stores, specialty outlets, and convenience stores. These percentages will only increase with the rise of global retailers and retail consolidation-putting tremendous pressures on manufacturer brands for growth and profitabilitySolid research: The authors draw on an unprecedented survey of consumer research and competitive data on private labels.Unprecedented survey of consumer research and competitive data on private labelsIn-depth cases on an under-studied aspect-private labels-of these well-known international corporationsRelevant and interesting visuals throughout, including photographs, and pedagogy designed for the busy manager in every chapter-similar to Marketing As Strategy