The Private Label Landscape 2012: Future Strategies To Win

The Private Label Landscape 2012: Future Strategies To Win

Release date: July 17th, 2012 (135 pages)
PDF/Powerpoint format. Price: GBP750.00


The Private Label Landscape 2012: Future Strategies To Win - What makes the hard discounters so successful and how to combat them using their own strategies - study into emerging private label trends of the future, focus on health, local, convenience and social.
The report is an idea generation pool for private label innovation and propositions featuring international best class examples from the world of retailing.
The integrated service features a strategic report, recommendations and first class execution examples, such as in store case examples via a direct link from the relevant report section to hundreds of real life pictures taken in leading private label markets and at leading private label retailers around the globe (US, UK, Germany, France, Belgium, Switzerland, Denmark, Netherlands, Austria, Spain)
With the report ResearchFarm’s team of Analysts showcase the lea- ding cutting edge examples, retail success stories and answering open questions around private label propositions, giving clear re- commendations of what to do next.

Table of contents

Executive summary p12
The data: recession retailing p19
The data: EU27 % share of total grocery, UK in the lead, Tesco the trendsetter p20 The data: Germany and the Albrechts, Spain’s recession impact, France’s legal background p21 The data: Eastern Europe, Italy, Scandinavia p22
Hard discounters, Aldi & Lidl p23
Private label: Strategic bifurcation process between two business models p24 Aldi: The exception p25 Aldi: a private label operator par excellence, fantastic sales densities p26 Aldi: rapid growth in recession plagued Anglo Saxon markets and a retreat from Greece p27 Aldi: going hard, minimising complexity, keeping OSA simple, product centricity p28 Aldi: always the late, second mover, social media, only one can be the cheapest p29 Aldi: The business model p30 Aldi Sued: The data and benchmarks p31
Hard discounters: Lidl p32
Lidl: The copy cat p33 Lidl: Growth at all costs p34 Lidl: More innovation, online operations, going soft and widening the SKU count p35 Lidl: heavy investment into fresh, success in France, Switzerland and CEE p36 Lidl: disappointment in the Baltics and Scandinavia p37 Lidl: private label segmentation and vertical integration as key strategic objectives p38 Lidl: vertical integration achieved in soft drinks, half achieved in confectionery p39
Hard discounters: Strategic bifurcation process between two business models p40 Hard discounters: brands in hard discounters – just a short term tactic, not a strategy p41 Hard discounters: FMCG brands, price points and pack sizing p42
Actionable recommendations: learning from the hard discounters p43
Mercadona: how to grow through the Spanish recession p44
Mercadona: weathering the perfect storm, tweaking the SKU count p45 Mercadona: focus on essentials, the importance of the check outs p46 Mercadona: private label – reason for the success, pricing policy, supplier integration p47 Mercadona: pricing low and stable, prescribing products p48 Mercadona: a unique vertical integration model, interproveedores p49 Mercadona: harnessing the opportunity in the supply chain p50 Mercadona: the success in cosmetics and gluten free p51
Strategic action point I: Creating broader reach through wholesaling p53
Private label turning into brands: wholesaling p54 Boots: wholesaling and international expansion p55 Boots: P&G and Carrefour tie up, internationalising the ranges p56 Boots: strong growth in the US, Boots Advantage card, Waitrose and Mothercare p57 Boots: the Walgreens tie up, No7 to become a US$1.0bn brand p58 Carrefour: the Boots cooperation p59 Migros: wholesaling, diversification away from stagnant retailing in Switzerland p60 Migros: creating an international structure to partner with other retailers p61 Migros: twofold strategy, product and know how transfer p62 Waitrose: wholesaling p63 Waitrose: the link up with South Korea, strong presence in Asia p64
Waitrose: the Dunnes stores cooperation in Ireland p65 Waitrose: Essentials – the value tier, integrated advertising, health ranges p66 Online: the game changer for private label wholesaling p67
Actionable recommendations: wholesaling p68
Strategic action point II: Clear range architecture, an evolving model? p69
Private label: from good, better, best ... to what exactly? p70 Private label: from good, better, best ... to loyal shopper relevance p71 Tesco: how Clubcard made value, standard and premium possible p72 Tesco: everyday value relaunch, a new departure: venture brands p73 Tesco: the failure of the discounter range in the UK, relaunching ready meals p74 Tesco: creating a halo effect, a different approach to loyalty p75 Good, better, best: the limitations, Germany, CEE p76 Good, better, best: the future is personalisation, NPDs, loyalty, putting the shopper in charge p7 7 Actionable recommendations: from macro to micro segmentation p78
Strategic action point III: Single lines versus umbrella brands, which way forward? p7 9 Venture brands: pros and cons, Penny versus Aldi & Lidl p80 NPDs: High failure rate, FMCG barriers, retail’s natural advantages p81 NPDs: retailer opportunities, mock trials, brand potential, low hanging fruit p82 Venture and umbrella brands: what to keep in mind pre-launch p83
Actionable recommendations: umbrella versus venture brands p84
New concepts: Aligning private label innovation to the megatrends p85
Aligning with consumer trends: introduction, better insights, technology and integration p86 Aligning with consumer trends: focus on select few, rather than total coverage p87
Aligning with consumer trends: environment, urbanisation, demographics p88 Aligning with consumer trends: avoiding the pitfalls p89
Strategic action point IV: New concepts, private label & health p90
Health: the background drivers, obesity, regulation, smartphones p91 Health: unique private label as footfall driver, drugstores exploiting food deserts p92 Health: transferring the image across the proposition, fighting off the discounters p93 Health private labels: Aldi US, Tesco, Coop Italia, Morrisons p94 Casino: bien pour vous, 4 sub segments, dedicated interactive online portal p95 Wal-Mart: health, Great for you label, strict standards p96 Wal-Mart: health, global impact p97 Spar Austria, Waitrose: health, vegetarian options and catering to students p98 Health: the opportunity in fresh, omission of additives, key categories p99 Health: more regulation to come, stricter criteria, 222 claims p100 Health: the importance of health umbrella ranges p101
Actionable recommendations: health - preempting the regulators p102
Strategic action point V: New concepts, private label & local p103
Local and regional: the drivers, perfect opportunity for private label p104 Local and regional: traceability and QR codes, engaging shoppers p105 Carrefour: Reflets de France, halo effect for Carrefour’s private label, key loyalty driver p106 Local and regional: Casino, E.Leclerc, Edeka, Coop eG p107 Local and regional: visual merchandising crucial for on shelf visibility p108 Vertical integration: Zara-ising grocery, secure supply, margin and supply chain control p109 Vertical integration: threat from FMCG forward integration, lean supply chains p110
Actionable recommendations: vertical integration and regional lines p111
Strategic action point VI: New concepts: private label & convenience p112
Convenience: integration of location, format and private label range p113 Migros & Migrolino: dedicated convenience private label line, SKU numbers p114 Convenience: shopping experience as fast and easy as possible, Morrisons’ foodie credentials p115 Ahold: the comprehensive solution, AH Express line, ranges tailored to time of day p116
Actionable recommendations: convenience p117
Strategic action point VII: New concepts: private label & social p118
Social: loyal tribes, feedback loops, net promoters, localising ranges and stores p119 Asda: Netto stores in the wrong locations p120 Asda: price guarantee successful as loyalty tool p121 Asda: online, George, Chosen by you p122 Asda: improving quality perceptions whilst keeping the price focus p123 Asda: private label and social media, how to do it, transparency, gaining trust p124 Asda: relaunch continues, Little Angels, the trendsetter for UK private label p125 Social: Carrefour, Casino crowd sources and localises, Migros, Real, Wal-Mart p126 Social: peer recommendations will become more important than advertising in future p127
Actionable recommendations: social media p128 Conclusion: product centric versus customer centric, what will happen next? p129 Sources p134