Private label: turning the retail brand threat into your biggest opportunity
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2008
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 297 S. graph. Darst. |
| ISBN: | 9780749450274 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Acknowledgements xiii
Introduction: the new privatization 1
Part 1 Understanding the opportunity 11
1 Private facts 13
The nature of the beast 13
The global facts 13
The local facts 14
The brand facts 17
The people facts 19
The dependence facts 19
The category facts 21
2 Private myths 23
Myth 1: Private Labels are for people who
buy Private Label 23
Myth 2: We buy Private Label now and then 24
Myth 3: Private Labels are for people with no money 25
Myth 4: It can t grow any bigger 25
Myth 5: Private Labels are not business builders 26
Myth 6: People don t like Private Label 27
Myth 7: Let s call it anything except a brand 28
Myth 8: It s not profitable anyway 28
vi Contents
3 Private past 30
We ve seen it all before! 30
But a funny thing happened on the way to the forum ! 31
The new old thing 32
Freedom brands - blame the French 33
4 Private present 36
The trends show the way 36
It s a brand, stupid! 39
The US experience 41
The UK experience 42
A closer look at some key brands 45
And the trend continues... 48
5 Private future 49
How big can it get? As big as you want it to get! 49
The volume versus value distortion 51
Heaven or hell, opportunity or threat 53
Will it continue to grow? 54
What determines the future? 55
Private Label drivers 56
The online driver 57
The Tesco effect 58
Part 1 summary and implications 58
Part 2 Identifying the opportunity 61
6 The S S X Global Research Report 63
An all parties perspective 63
7 The shopper perspective 65
Let s start with the shopper 65
Achieving product parity 68
Category differentiation 70
The shopper s Private future 74
8 The brand perspective 79
The silent wall 79
The other side of the coin 82
Contents vii
9 The retailer perspective 86
Finally the retailers! 86
10 The overall perspective 90
We agree to disagree 90
Part 2 research summary: key points 90
Part 3 Retailizing the brand opportunity 95
11 For every threat there s an opportunity 97
Back to spiffing! 97
Redefining the brand 98
Better understanding the threat 100
12 The Private principles 104
The Private Label Way 104
The 10 principles 106
13 Private principle 1: Running the risk and
living the reality 107
Headlines 107
Reorganize to reflect the future, not the past 108
Begin by asking three questions 110
Become PRIVATE CENTRIC 110
Why the conventional simply isn t good enough 111
Summary and opportunities 112
Actions to consider 114
14 Private principle 2: Retailize and be radical 115
Headlines 116
Avoiding the conventional 116
Question the status quo 117
Make sure you re not a commodity 118
Love me do, love me not 119
To supply or not? 120
Cut the tail 123
Develop a brand price architecture 124
Decide if you are in or out 125
Prove you still have a role 125
Summary and opportunities 126
Actions to consider 127
viii Contents
15 Private principle 3: Tomorrow s global, social and
environmental issues are your opportunities today 128
Headlines 128
Trusting in the future 129
Greenwashing versus realizing the big issues 131
The big issues defined 134
Big global issue 1: health issues 135
And it s not just the small brands 142
Big global issue 2: participation issues 143
Big global issue 3: lifestyle issues 145
One for all and all for one 146
Summary and opportunities 147
Actions to consider 147
16 Private principle 4: Educate, navigate and inspire 148
Headlines 149
Become the educators 149
Ensure you have the armour to compete 150
How to build tomorrow s loyalty? 152
Get real! 155
Summary and opportunities 158
Actions to consider 159
17 Private principle 5: Winning mind shelf is the
name of the game 161
Headlines 162
The fight for space 162
A very new shelf of the future starts to emerge 163
Consistent, consistency 166
Category disruptors 166
Summary and opportunities 168
Actions to consider 168
18 Private principle 6: Innovate, imagineer and involve 169
Headlines 170
i, i and i 170
i number one... innovation 171
i number two... imagineer 177
i number three... involvement 180
Summary and opportunities 183
Actions to consider 183
Contents ix
19 Private principle 7: Restore and reinvent the store 184
Headlines 185
The retail store of the future and how it would look 185
Fresh every day 190
Really, really understand the shopper 191
Involvement retailing 195
Summary and opportunities 197
Actions to consider 198
20 Private principle 8: Catalyse your communications
and brand from till to TV 199
Headlines 200
Creativity is all - but where should it be? 200
Build yourself a private room 204
Private creation 204
Customize the creative reaction 206
Keep them creatively surprised 207
Strive to improve your retail positioning 209
Get closer 210
Creatively extend in-store 211
Getting them to love you 211
Summary and opportunities 214
Actions to consider 215
21 Private principle 9: Collaborate and cooperate
through co-opetition 216
Headlines 217
Co-opeteting 217
Brand co-opetition 21 /
Retail co-opetition 221
Summary and opportunities 222
Actions to consider 223
22 Private principle 10: Shopper solutions steal
share of wallet 224
Headlines 225
Money, money, money 22^
Ideas, ideas, ideas 22
Summary and opportunities 2^0
Actions to consider ^2
x Contents
Part 4 Retailizing the retailer opportunity 233
23
24
25
For every opportunity there s an even bigger
opportunity 235
The rise of the responsible retailer brand 235
What s new and what s next ? 237
WFM - a way forward 238
Traffic lights for health 239
What s the real benefit? 242
Summary 242
Retailer Private principles 1 to 5 243
Accept too 244
Changing the mentality 244
Embracing the big issues 246
Multi-tier Private Label strategy 248
Crowd clout 250
Summary and opportunities 252
Actions to consider 253
Retailer Private principles 6 to 10 255
The intention economy 256
Learning how to innovate 258
Learning to involve 262
Learning how to imagineer 264
Relationship marketing 265
Keep it simple 266
Learning how to brand 267
Dealing with change 268
Dealing with reality 268
Summary and opportunities 269
Actions to consider 270
Part 5 Conclusions 271
26 Realizing the opportunity together 273
Brand opportunity summary 275
Retailer opportunity summary 278
Contents xi
Postscript: Privatizing the brand 281
Appendix 1 Saatchi f Saatchi X Research Questionnaire 288
Appendix 2 Key references 291
Index 293
|
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| institution | BVB |
| isbn | 9780749450274 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020124783 |
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| physical | XIV, 297 S. graph. Darst. |
| publishDate | 2008 |
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| publisher | Kogan Page |
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| spelling | Lincoln, Keith Verfasser aut Private label turning the retail brand threat into your biggest opportunity Keith Lincoln & Lars Thomassen 1. ed. London [u.a.] Kogan Page 2008 XIV, 297 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Einzelhandel (DE-588)4127747-8 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Einzelhandel (DE-588)4127747-8 s Markenartikel (DE-588)4037584-5 s Marketing (DE-588)4037589-4 s DE-604 Thomassen, Lars Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020124783&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lincoln, Keith Thomassen, Lars Private label turning the retail brand threat into your biggest opportunity Marketing (DE-588)4037589-4 gnd Einzelhandel (DE-588)4127747-8 gnd Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4127747-8 (DE-588)4037584-5 |
| title | Private label turning the retail brand threat into your biggest opportunity |
| title_auth | Private label turning the retail brand threat into your biggest opportunity |
| title_exact_search | Private label turning the retail brand threat into your biggest opportunity |
| title_full | Private label turning the retail brand threat into your biggest opportunity Keith Lincoln & Lars Thomassen |
| title_fullStr | Private label turning the retail brand threat into your biggest opportunity Keith Lincoln & Lars Thomassen |
| title_full_unstemmed | Private label turning the retail brand threat into your biggest opportunity Keith Lincoln & Lars Thomassen |
| title_short | Private label |
| title_sort | private label turning the retail brand threat into your biggest opportunity |
| title_sub | turning the retail brand threat into your biggest opportunity |
| topic | Marketing (DE-588)4037589-4 gnd Einzelhandel (DE-588)4127747-8 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Marketing Einzelhandel Markenartikel |
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