Brands, Private Label & AdvertisingSupermarket Strategic AlertJanuary 2, 2005 22 Pages - SKU: SUP1070422 |
Always striving for a point of differentiation, national brands faced controversy about whether their advertising actually works, whether line extensions are new enough to be considered innovation and the cruel reality that if a product is not #1 or #2 in its category, it may not help the company after all. Private label and store brands again posted gains. Retailers are increasingly applying their learning, having watched manufacturers market for years. Closest to shoppers, retailers move quickly into opportunity areas—most recently into store-branded perishables, where margins are high. |
