Private Label Strategy：How to Meet the Store Brand Challenge

Asretailershavebecomemorepowerfulandglobal,theyhaveincreasinglyfocusedontheirownbrandsattheexpenseofmanufacturerbrands.Ratherthansimplysellingonprice,retailershavetransformedprivatelabelsintobrands.Consequently,manufacturerssuchasJohnson&Johnson,Nestle,andProcter&Gamblenowcompetewiththeirlargestcustomers:majorretailchainslikeCarrefour,CVS,Tesco,andWal-Mart.Thegrowthinprivatelabelshashugeimplicationsformanagersonbothsides.Yet,brandmanufacturersstillclingtotheiroutdatedassumptionsaboutprivatelabels.In"PrivateLabels:CompetingWithandAgainstStoreBrands",NirmalyaKumarandJan-BenedictE.M.Steenkampdescribethenewstrategiesforprivatelabelsthatretailersareusing,andchallengebrandmanufacturerstodevelopaneffectiveresponse.Mostimportant,theylayoutactionablestrategiesforcompetingagainst-orcollaboratingwith-privatelabelpurveyors.Packedwithdetailedinternationalcasestudies,valuablevisuals,andhands-ontools,"PrivateLabels"enablesmanagerstonavigateprofitablyinthisradicallyalteredlandscape.