Thursday, August 13, 2009

2009 Private Label vertical integrated END CAPS!

National brand manufactures who have been paying slotting fee’s to grocery stores and supermarkets for years are begging to feel left out. The slotting fee’s continue to go for space on the shelf but the key location End Caps are now being filled with the stores own private label products. The brand managers of the private label products have are utilizing a took 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.
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 are 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.
Deep in the store the private label battle continues with ready to eat and ready to heat portable food. All prepared fresh and in most cases right in front of the customer. Private Label Grocerant ready to eat and ready to heat food will trump the value and marketing positioning of many a national brand product.

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