Principle of the private
label strategy |
 |
Highly recognizable
in the store without vampirizing the
multiple choice of
different brands
for shopper |
|
Avoid copying any existing brand rather create the alternative proposition
for shopper |
|
As private label will
not have luxury of advertising, on pack communication
has to complement
that by connecting shopper from
category
segmentation,
line extension,
product benefit,
consumer coaching |
|
Private label brand
has to have strong architecture at the
same time flexibility
to extend the line
or category
continuous basis |
|
Cross category private
labelindependent
from store |
|
Building one private
label totally different from the store |
|
Architecture for
different layers in
the same category
e.g., low price, mid price, high price |
|
Architecture of the
brand for commodity category |
|
Architecture of the
brand for branded category |
|
Category centric
private label |
|
Building different
private label for
different categories
to emphasize
the competitive advantage in
each category |
|
Architecture for
different layers in
the same category
e.g., low price,
mid price, high price |
|
Architecture of the
brand for commodity category |
|
Architecture of the
brand for branded category |
|
Store brand centric
private label |
|
Transcending the
store brand to
private label |
|
Architecture for
different layers in
the same category
e.g., low price, mid price, high price |
|
Architecture of the
brand for commodity category |
|
Architecture of the
brand for branded category |
|
