Lately, private label products have made a significant impact on the U.S. market, affecting everyone, from producers to retailers to consumers. Private label items are products whose name or brand solely belongs to a particular retailer (e.g. Wal-Mart and Marks & Spencer). Let’s claim that you’re in a food store. In the beginning you see dozens of gourmet sandwiches with brands that have long been familiar to you. Then you definitely visit Marks & Spencer and lo and behold, now they’re selling the exact same kind of sandwiches too!
Private label products have grown significantly in Europe, especially in the Western half, and now it’s making its mark in the United States. Private labels may be split into sub groups: private label skin care store brands are products where the retailer’s name is a strong element in its packaging and marketing aspects; store sub-brands are products whose link with the retailer is minimal; umbrella branding is a strategy in which a retailer uses only one private label for different product categories and finally there are individual brands in which one private label is accorded to 1 product type.
The advantages are needless to say numerous, to all key persons involved. For the retailer, one of the most obvious pros will be the increase in sales. And since it’s their particular private label, the retailer then gets the freedom to produce a unique marketing strategy, have more control over its stock inventory and possibly use it also to get a far more positive image to the public. And with an optimistic image, this could needless to say result in stronger customer loyalty. Naturally, having a private label for one’s products means investing a lot of money so the retailer must make certain that it gets the capital needed for this type of venture. Secondly, most people still view private label products as something synonymous to lessen quality products so that is another issue that the retailer must attempt to combat because they launch their new line.
For producers and suppliers, the benefits of producing private label products for a retail company is less visible but nevertheless present, nonetheless. For one, they eliminate most of the entry barriers a manufacturer usually faces as they fight entering a market because they’re supplying right to the retailer itself. Secondly, for cash-strapped suppliers, manufacturing private label products will let them enter the bigger and high end markets. The downside of these needless to say is when the item doesn’t perform as expected. Low profit could then affect the partnership between the supplier and retailer.
For the customer, the advantages and disadvantages are almost equal. Most private label items are cheaper than branded products. This might, needless to say, translate to lessen expenses for consumers, something which everyone would no doubt welcome. However, if the quality of the item is sub-standard, as some private label items are, maybe you’re not getting the very best of the deal as you have originally thought.
By the end, everything comes down seriously to quality. Since price-wise, private label products have the top of hand, the only real ace branded products have within their sleeves will be a more superior quality. But if a private label product is backed by way of a reliable retailing company, the standard is generally add up to those who are branded. All you have to complete would be to CHOOSE WISELY.