Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity
Lincoln, Keith
Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity - New Delhi Kogan Page India Pvt. Ltd. 2008 - 297p
Acknowledgements Introduction: the new privatization Part 1 - Understanding the opportunity Private facts The nature of the beast The global facts The local facts The brand facts The people facts The dependence facts The category facts Private myths Private Labels are for people who buy Private Label We buy Private Label now and then Private Labels are for people with no money It can't grow any bigger Private Labels are not business builders People don't like Private Label Let's call it anything except a brand It's not profitable anyway Private past We've seen it all before! But a funny thing happened 'on the way to the forum'! The new old thing Freedom brands - blame the French Private present The trends show the way It's a brand, stupid! The US experience The UK experience A closer look at some key brands And the trend continues... Private future How big can it get? As big as you want it to get! The volume versus value distortion Heaven or hell, opportunity or threat Will it continue to grow? What determines the future? Private Label drivers The online driver The Tesco effect Part 1 summary and implications Part 2 - Identifying the opportunity The S&S X Global Research Report An 'all parties' perspective The shopper perspective Let's start with the shopper Achieving product parity Category differentiation The shopper's Private future The brand perspective The silent wall The other side of the coin The retailer perspective Finally the retailers! The overall perspective We agree to disagree Part 2 research summary: key points Part 3 - Retailizing the brand opportunity For every threat there's an opportunity Back to spiffing! Redefining the brand Better understanding the threat The Private principles The Private Label Way The 10 principles Private principle 1: Running the risk and living the reality Headlines Reorganize to reflect the future, not the past Begin by asking three questions Become PRIVATE CENTRIC Why the conventional simply isn't good enough Summary and opportunities Actions to consider Private principle 2: Retailize and be radical Headlines Avoiding the conventional Question the status quo Make sure you're not a commodity Love me do, love me not To supply or not? Cut the tail Develop a brand price architecture Decide if you are 'in' or 'out' Prove you still have a role Summary and opportunities Actions to consider Private principle 3: Tomorrow's global, social and environmental issues are your opportunities today Headlines Trusting in the future Greenwashing versus realizing the big issues The big issues defined Big global issue 1: health issues And it's not just the small brands Big global issue 2: participation issues Big global issue 3: lifestyle issues One for all and all for one Summary and opportunities Actions to consider Private principle 4: Educate, navigate and inspire Headlines Become the educators Ensure you have the armour to compete How to build tomorrow's loyalty? Get real! Summary and opportunities Actions to consider Private principle 5: Winning 'mind shelf' is the name of the game Headlines The fight for space A very new shelf of the future starts to emerge Consistent, consistency Category disruptors Summary and opportunities Actions to consider Private principle 6: Innovate, imagineer and involve Headlines i, i and i i number one... innovation i number two... imagineer i number three... involvement Summary and opportunities Actions to consider Private principle 7: Restore and reinvent the store Headlines The retail store of the future and how it would look Fresh every day Really, really understand the shopper Involvement retailing Summary and opportunities Actions to consider Private principle 8: Catalyse your communications and brand from till to TV Headlines Creativity is all - but where should it be? Build yourself a private room Private creation Customize the creative reaction Keep them creatively surprised Strive to improve your retail positioning Get closer Creatively extend in-store Getting them to love you Summary and opportunities Actions to consider Private principle 9: Collaborate and cooperate through co-opetition Headlines Co-opeteting Brand co-opetition Retail co-opetition Summary and opportunities Actions to consider Private principle 10: Shopper solutions steal share of wallet Headlines Money, money, money Ideas, ideas, ideas Summary and opportunities Actions to consider Part 4 - Retailizing the retailer opportunity For every opportunity there's an even bigger opportunity The rise of the responsible retailer brand What's new and what's next? WFM - a way forward Traffic lights for health What's the real benefit? Summary Retailer Private principles 1 to 5 Accept too Changing the mentality Embracing the big issues Multi-tier Private Label strategy Crowd clout Summary and opportunities Actions to consider Retailer Private principles 6 to 10 The intention economy Learning how to innovate Learning to involve Learning how to imagineer Relationship marketing Keep it simple Learning how to brand Dealing with change Dealing with reality Summary and opportunities Actions to consider Part 5 - Conclusions Realizing the opportunity together Brand opportunity summary Retailer opportunity summary Postscript: Privatizing the brand Appendix 1 - Saatchi & Saatchi X Research Questionnaire Appendix 2 - Key references Index
9780749453763 0.00
658.827 / LIN
Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity - New Delhi Kogan Page India Pvt. Ltd. 2008 - 297p
Acknowledgements Introduction: the new privatization Part 1 - Understanding the opportunity Private facts The nature of the beast The global facts The local facts The brand facts The people facts The dependence facts The category facts Private myths Private Labels are for people who buy Private Label We buy Private Label now and then Private Labels are for people with no money It can't grow any bigger Private Labels are not business builders People don't like Private Label Let's call it anything except a brand It's not profitable anyway Private past We've seen it all before! But a funny thing happened 'on the way to the forum'! The new old thing Freedom brands - blame the French Private present The trends show the way It's a brand, stupid! The US experience The UK experience A closer look at some key brands And the trend continues... Private future How big can it get? As big as you want it to get! The volume versus value distortion Heaven or hell, opportunity or threat Will it continue to grow? What determines the future? Private Label drivers The online driver The Tesco effect Part 1 summary and implications Part 2 - Identifying the opportunity The S&S X Global Research Report An 'all parties' perspective The shopper perspective Let's start with the shopper Achieving product parity Category differentiation The shopper's Private future The brand perspective The silent wall The other side of the coin The retailer perspective Finally the retailers! The overall perspective We agree to disagree Part 2 research summary: key points Part 3 - Retailizing the brand opportunity For every threat there's an opportunity Back to spiffing! Redefining the brand Better understanding the threat The Private principles The Private Label Way The 10 principles Private principle 1: Running the risk and living the reality Headlines Reorganize to reflect the future, not the past Begin by asking three questions Become PRIVATE CENTRIC Why the conventional simply isn't good enough Summary and opportunities Actions to consider Private principle 2: Retailize and be radical Headlines Avoiding the conventional Question the status quo Make sure you're not a commodity Love me do, love me not To supply or not? Cut the tail Develop a brand price architecture Decide if you are 'in' or 'out' Prove you still have a role Summary and opportunities Actions to consider Private principle 3: Tomorrow's global, social and environmental issues are your opportunities today Headlines Trusting in the future Greenwashing versus realizing the big issues The big issues defined Big global issue 1: health issues And it's not just the small brands Big global issue 2: participation issues Big global issue 3: lifestyle issues One for all and all for one Summary and opportunities Actions to consider Private principle 4: Educate, navigate and inspire Headlines Become the educators Ensure you have the armour to compete How to build tomorrow's loyalty? Get real! Summary and opportunities Actions to consider Private principle 5: Winning 'mind shelf' is the name of the game Headlines The fight for space A very new shelf of the future starts to emerge Consistent, consistency Category disruptors Summary and opportunities Actions to consider Private principle 6: Innovate, imagineer and involve Headlines i, i and i i number one... innovation i number two... imagineer i number three... involvement Summary and opportunities Actions to consider Private principle 7: Restore and reinvent the store Headlines The retail store of the future and how it would look Fresh every day Really, really understand the shopper Involvement retailing Summary and opportunities Actions to consider Private principle 8: Catalyse your communications and brand from till to TV Headlines Creativity is all - but where should it be? Build yourself a private room Private creation Customize the creative reaction Keep them creatively surprised Strive to improve your retail positioning Get closer Creatively extend in-store Getting them to love you Summary and opportunities Actions to consider Private principle 9: Collaborate and cooperate through co-opetition Headlines Co-opeteting Brand co-opetition Retail co-opetition Summary and opportunities Actions to consider Private principle 10: Shopper solutions steal share of wallet Headlines Money, money, money Ideas, ideas, ideas Summary and opportunities Actions to consider Part 4 - Retailizing the retailer opportunity For every opportunity there's an even bigger opportunity The rise of the responsible retailer brand What's new and what's next? WFM - a way forward Traffic lights for health What's the real benefit? Summary Retailer Private principles 1 to 5 Accept too Changing the mentality Embracing the big issues Multi-tier Private Label strategy Crowd clout Summary and opportunities Actions to consider Retailer Private principles 6 to 10 The intention economy Learning how to innovate Learning to involve Learning how to imagineer Relationship marketing Keep it simple Learning how to brand Dealing with change Dealing with reality Summary and opportunities Actions to consider Part 5 - Conclusions Realizing the opportunity together Brand opportunity summary Retailer opportunity summary Postscript: Privatizing the brand Appendix 1 - Saatchi & Saatchi X Research Questionnaire Appendix 2 - Key references Index
9780749453763 0.00
658.827 / LIN