Archive | Columns

“Destination Private Brands: Focus on EU Innovation”

Posted on 08 July 2015

destination-1By Vasco Brinca, Senior Vice President, EMEA LA, Daymon Worldwide

Western Europe is well established as a Private Brand leader with the majority of EU-based consumers showing strong trust in Private Brands as good alternatives to leading brands. As Private Brand pioneers, Daymon Worldwide has long-encouraged our retailer and supplier partners around the world to treat their Private Brands as viable brands in their own right versus price-based alternatives to name brands.

Yet as consumer acceptance of Private Brands grows, particularly in the EU, a new battle is emerging as big retailers must now compete with the increasing proliferation of discounters for share of wallet. Aldi in the UK, for example, has captured enough share of the market to become the 6th largest grocer in the country, surpassing Waitrose.

Considering that leading brands in the marketplace can afford to significantly reduce their prices for special occasions or promotion periods, it’s important to note that building loyalty around the lowest price is not a strategic or sustainable means to combat discounters.

As retailers strategize how to keep their Private Brands relevant against discounter competition, we recommend the following considerations as a means to elevate offerings as “can’t get anywhere else” options. Continue Reading

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The Challenge of Choice in Today’s Global Retail Landscape

Posted on 07 April 2015

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By Vasco Brinca, senior Vice President, Emealae, DaymonWorldwide

Retailers around the globe today have more power in the value chain than ever before as many have become actual agents for change in the lives of their consumers. From a greater focus on health and wellness to introducing opportunities to access ethnic-inspired flavors and products, retailers often hold the key to a new world of better life experiences. Continue Reading

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The Lineage of a Brand

Posted on 07 April 2015

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By / Perry Seelert

Does the Story of Who owns and Creates the Brand really matter?

There are two wildly popular television shows that are global, Shark Tank and Dragon’s Den, which are must-see viewing in our household. Both of them are cut out of the same cloth, setting up great confrontations between the entrepreneurs who pitch their product/company ideas and the “sharks” who evaluate them for equity stakes. I can’t get enough of it. One thing that sharks are always looking to tease out of the entrepreneurs is why they started the business, where did they see the consumer need, and did the company’s origin come from a place of true passion? They are interested in the heart and soul behind the idea just as much as the economics. Continue Reading

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Let’s try: The big surprise will be that what seems an insurmountable challenge for them, is simple for us.

Posted on 07 April 2015

kohn-1By / Richard Kohn

Winning in private label is driven by a few factors: Speed of response, flexibility, pricing and increasingly, based on my most recent experiences, solving simple problems for our clients.

Or perhaps they are just simple for us,because of our depth of knowledge and ability to perform.

Let me explain more. We know there are a number of operational models retailers use for private label. These range from extensive in house teams to totally outsourced supply. For those with less extensive a team, there’s a real opportunity (less so with bigger teams, but I believe it is still there). Middle management ranks in retailers having been culled in recent years. The result is a knowledge gap in those retailers that smart private labelers can exploit.

Managers working in major retailers today are very impressive characters. In most cases they have passed through the fast track management training courses as top performers. They are bright, intelligent and commercially very savvy. They also are responsible for multi million Euro/Dollar budgets. These are extremely busy people, used to success and used to wielding great power. Continue Reading

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Silver Driving At-Purchase Impulse Purchases

Posted on 07 April 2015

Jean-Pierre LacroixBy Jean-Pierre Lacroix, President, Shikatani Lacroix

Retailers and marketers face a new set of opportunities thinly veiled as challenges. Looking at the glass half empty perspective – the challenges – today’s grocery shopper faces a complex (and confusing) retail environment with more than 60,000 supermarket products, and these numbers continue to grow along with the range of retail channels available. To amplify the issue, the number of weekly shopping trips in the U.S. dropped from a high of 2.2 in 2012 to 1.6 per week in 2014, and consumers are also more willing to accept living with less. Continue Reading

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Cheap-er Isn’t Better, It’s Just Cheap

Posted on 18 July 2014

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By  Christopher A. Durham: President & Chief Strategist , My Private Brand

Since their very inception, private labels have settled for being second best, always selling themselves as something less. Always cheaper, frequently “the same as if not better” and all to often, uglier. Continue Reading

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European Retailers Respond to Hard Discount

Posted on 18 July 2014

koen-1By Koen de Jong, Managing Partner, International Private Label Consult (IPLC)

In a number of European countries hard discount market shares are growing. This retail format successfully competes on price, quality, consistency and simplicity. In the meantime market shares range from 8 percent (United Kingdom) to an astonishing 43 percent (Germany). In response, many mainstream retailers have expanded or re-launched their budget private label lines to mitigate the risk of losing shoppers to discounters like Lidl, Aldi, DIA, Penny and Netto. Continue Reading

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So Much to See, So Little Time.

Posted on 18 July 2014

kohn-1By / Richard Kohn

For many working in Retail Brands, PLMA is a highpoint of the year. Where else, in a single day (or two) can you meet so many people in your network, find inspiration and see the newest innovations and product developments? Continue Reading

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The Celebrity Story

Posted on 18 July 2014

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By / Perry Seelert

Questions You Should Answer Before Any Endorsement

Associating your brand and company with a celebrity used to be the domain only of the big FMCG who could afford to do it, but no longer. The biggest brands in the world pursue celebrity endorsement as a key part of their communication strategy. For example, Pepsi, who has the lineage of using celebrities like Michael Jackson, Cindy Crawford, Madonna and Nicki Minaj. Nike also has sports stars/celebrities closely linked to their DNA, people who have truly transcended sport like Michael Jordan, Kobe Bryant and Tiger Woods. Celebrity is deeply rooted in these brands’ strategy, and it has become an integral vehicle for how we perceive Pepsi and Nike as consumers. Continue Reading

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Private Brands to Grow through Commitment to Consumers and Innovation

Posted on 18 July 2014

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By  David Lopes, President & General Manager , International Private Brand Development for Daymon Worldwide

When a typical consumer thinks of a private brand, what comes to mind? Many of us may immediately think of the store-owned products sold at our favorite local supermarket. Yet there are some amazing international private brands brought to life through cutting edge companies that are not only leading their respective markets but also dominating. Continue Reading

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