But it remains no less true that, in the future, PLwill have to commit themselves in sustainabilitywith real ethical credentials to convince theconsumer (Planet Retail, 2009).NB still have a bigger power of innovation e.g.Nespresso, money for research and data e.g.Procter & Gambles from consumers, and thetrust of the consumers because of their history,their fame and their quality.But since the PL brands are normally owned bysupermarkets, they have more power and theycan choose how to advertise their products anduse different kind of supports such as floorgraphs, shelf-talks (Kumar and Steenkamp Jan-Benedict, 2007). Even the way the supermarketdecided on the store atmospherics can influencethe evaluation of PL brand (Richardson et al.,1996). The SKU rationalization is an analyticalprocess used to determine the merits of adding,retaining or deleting items. It could lead to anupward of 20% fewer products. Retailers coulduse this to emphasize their own brands on theshelves(PrivateLabelManufacturersAssociation, 2010).In summary as PL becomes more sophisticatedand innovated it will develop its own brand
Copyright ©2013 byInternational Journal of Sales, Retailing and MarketingVol. 2No. 420136Brand Battles: Are Store Brands Acting more like National Brands?personality and retailers will be able to influencetheir store brand image to the advantage ofprofits, sales and loyalty (Beldiona, 2007)METHODOLOGYData CollectionThis study is one of the largest studies of its kindas approximately 28,000 FOP labels for NB andPL products over three years.Information forthis study came from Mintel’s Global NewProduct Database 2009, 2010 and 2011 (Mintel’sGlobal New Product Database, 2009, 2010,2011). GNPD collects and records innovations inthe food and beverage industry with up to 62data elements for each product. Database forcurrent paper includes: product name, brand,company,country,productcategoryandsubcategory, positioning claims andmarkwhether the product is a private label ornational brand.There were 10,791 product labels launched in2011 analyzed in the US database. It includes8,120 National Brands and 2,671 Private Labels.For 2010: 8,025 NBs and 2,784 PLs that totallygives 10,809 launched products. For 2009: 5,838NBs and 2118 PLs that gives 7,956 launchedproducts.The data includes the following supercategoriesFood,includingBakery,SweetSpreads,BreakfastCereals,Dairy,ChocolateConfectionery, Sugar and Gum Confectionery,SideDishes,FruitandVegetables,SavorySpreads, Meals and Meal Centers, ProcessedFish, Meat and Egg Products, Sauces andSeasonings, Desserts and Ice Cream, Snacks,Soup,SweetenersandSugar,andDrink,includingCarbonatedSoftDrinks,HotBeverages,JuiceDrinks,SportandEnergyDrinks, Water, RTDs and Other Beverages.There were 72 FOP nutritional, health andprocessed claims identified, 24 claims wereexcluded from the further analysis, becausepresence of them was less than on 1% of alllaunched products. There were ConvenientPackaging, Ease of Use, Microwaveable, On-the-go,Time/Speed,Children(5-12),Ethical(EnvironmentallyFriendlyPackage,
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