Download PDF Private Label Strategy: How to Meet the Store Brand Challenge

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides....

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Store brand - Wikipedia, the free encyclopedia
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Download link for Private Label Strategy: How to Meet the Store Brand Challenge by Nirmalya Kumar, Jan-benedict E. m. Steenkamp :