Brand Positioning in the New World Order
It was once considered embarrassing to be seen with a private label product, but today nearly all shoppers buy private label products stigma free. Private label products bring to market an important alternative to national brands. In a time where consumers are still reluctant to open their wallets, private label products are no longer simply similar to national brands at a lower price point, but often offer their own unique value propositions. Private label has become an important strategic component to help shoppers get through difficult times.
Many retailers have successfully leveraged private label to enhance banner loyalty in an era of increased channel shifting. They have launched products at different price and quality points, developed attractive packaging and created aggressive merchandising and promotion strategies. Marketers at national brands haven’t sat on their hands. They have developed innovative strategies to co-exist with private label brands and highlighted the unique attributes of their offerings.
Last week’s webinar, based on SymphonyIRI Group’s latest Times & Trends report, explored current and emerging trends around private label, as well as national brand efforts to protect and grow their position in the CPG marketplace.
Additionally, the webinar discussed:
- The latest private label channel, category, and price-related trends and how those translate into new opportunities.
- A new understanding of shifting consumer attitudes and behaviors across key departments/categories and the drivers of those behaviors.
- How to effectively identify and deliver against critical shopper needs to win share of wallet and shopper loyalty.
It’s not too late to watch the webinar, visit our online webinar archives.
