Tag Archives: private label
Warning! Brands at Retail – Your Product Development Process Is Harmful To Your Health
This is an excerpt; To read the full article, click the title.
SUMMARY:
Typical 5 Step/Gate Product Development Process:
1. Discovery/Scoping
2. Building the Business Case/Plan
3. Development
4. Testing & Validation
5. Product Launch
This process has one major flaw if you are a brand whose business case is primarily built on accessing the consumer through the world of retail – the retailer is predisposed to prefer a private label solution …
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Filed under By Vincent Young, Challenger Brand Strategies
Implications For Marketers From Walmart Sku Reductions
THIS IS AN EXCERPT.
CLICK ON THE TITLE TO READ THE FULL ARTICLE:
In order to effectively compete, challenger brands must learn to package innovative product offerings together with marketing programs designed to represent at least one of the following four forms of retailer financial growth:
FOUR WAYS TO OFFER RETAILERS FINANCIAL GROWTH:
1. Increase overall category demand
2. Increase the attach-rate of high-value complimentary items
3. Motivate a “trade-up” within the category
4. Help a given retailer win the war against another retailer
The most difficult thing for brands like Glad and Hefty is viewing themselves as challenger brands when their histories have been more reflective of the rare “power” brand. Continue reading
4 Trends That Are Huge Obstacles For Challenger Brands
4 Trends That Are Huge Obstacles For Challenger Brands:
1) Improper Training
2) Retail Industry Consolidation
3) Private Label
4) Fewer Advertising Funds Continue reading
Filed under By Vincent Young, Why You Need Leverage
