Brands dominate many supermarket aisles but worldwide giants such as Tesco, Carrefour and Ikea have created a huge market for own-label products. It has forced consumers to reappraise what they look for when making a purchase.
In their book on private label, marketing professors Nirmalya Kumar and Jan-Benedict Steenkamp discuss how the huge growth in own labels has implications for brands.
They suggest branded manufacturers cling to outdated assumptions about private labels. The book compares the strategies of branded and private label manufacturers and examines what keeps branded companies awake at night. It illustrates these with company case studies.
It also outlines new strategies for private labels and challenges to brands. The book provides strategies for competing against, or collaborating with, store brands. These include how to manage the price gap between brands and private label, how to maintain a quality edge and how to create strong consumer bonds that can't be achieved with private label.
Published by McGraw-Hill International on 15 February
The Handbook of Organic and Fair Trade Food Marketing
A practical guide to successful marketing of two growing sectors - organic and Fair Trade - drawing on the lessons learned by companies that have already been successful.
Blackwell Publishing
The Wine Diet
This book promises to show you how to incorporate red wine, chocolate, nuts and berries into your diet for a longer and healthier life. It also gives you tips on how to achieve sustainable weight loss. Cheers!
Little, Brown Book Group
Good Food: The Ultimate Recipe Book
Angela Nilsen sets out on a culinary quest to perfect the ultimate recipes for 50 classic dishes using a combination of her own research and advice from top chefs and cookery writers.
Ebury Publishing
In their book on private label, marketing professors Nirmalya Kumar and Jan-Benedict Steenkamp discuss how the huge growth in own labels has implications for brands.
They suggest branded manufacturers cling to outdated assumptions about private labels. The book compares the strategies of branded and private label manufacturers and examines what keeps branded companies awake at night. It illustrates these with company case studies.
It also outlines new strategies for private labels and challenges to brands. The book provides strategies for competing against, or collaborating with, store brands. These include how to manage the price gap between brands and private label, how to maintain a quality edge and how to create strong consumer bonds that can't be achieved with private label.
Published by McGraw-Hill International on 15 February
The Handbook of Organic and Fair Trade Food Marketing
A practical guide to successful marketing of two growing sectors - organic and Fair Trade - drawing on the lessons learned by companies that have already been successful.
Blackwell Publishing
The Wine Diet
This book promises to show you how to incorporate red wine, chocolate, nuts and berries into your diet for a longer and healthier life. It also gives you tips on how to achieve sustainable weight loss. Cheers!
Little, Brown Book Group
Good Food: The Ultimate Recipe Book
Angela Nilsen sets out on a culinary quest to perfect the ultimate recipes for 50 classic dishes using a combination of her own research and advice from top chefs and cookery writers.
Ebury Publishing
No comments yet