What is the role of
the legacy national brand manager in a world where private label is branded?
National brand manufactures all of whom are highly valued continue paying
slotting fees to grocery stores and supermarkets as the easiest way to reach
the consumer. The slotting fees continue
to go for space on the shelf. Currently many companies key location End Caps
are now being filled with the stores own private label products. Legacy
national brands are cutting back in paying for end caps it may be time to stop
the paying the slotting fees as well.
The brand managers
of the private label products have are utilizing a tool out of the National
Brand Managers playbook to build loyalty, reinforce value and generate
additional sales and profits for the store and their particular private label
product. They are taking the end caps
for themselves!
Price Chopper is
utilizing what they call “power displays”. Wal-Mart is utilizing the end caps
to reinforce value of their private label products and consumer is picking them
up! Wegmans gets the customers coming and going utilizing the vestibules with
the likes of Wegmans private label potato chips and the next week Wegmans own
canned tuna and their own mayo for example.
Deep in the store
the private label battle continues with ready-2-eat and heat-N-eat fresh
prepared portable food. Most prepared
fresh in store and in most cases right in front of the customer. Private Label Grocerant ready-2-eat and
heat-N-eat food now has brand managers of there own and they are building sales
not slotting fees.
Outside eyes can deliver top line sales and bottom line profits. Invite
Foodservice Solutions® to complete a grocerant program assessment, brand,
product placement or positioning assistance.
Since 1991 Foodservice Solutions® of Tacoma, WA has been the global
leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant
or
twitter.com/grocerant.
No comments:
Post a Comment