Boston Consulting Group have published a useful and concise article on the strategies of those manufacturers who are competing successfully with private label.
Some of the key poings strategies of those manufacturers are:
- They adopt a total category approach. More importantly their definition of the category tends to be broader than most - encompassing usage, demographics and occasion
- They have higher levels of investment in product quality and innovation
- They leverage their economies of scale in manufacturing and supply chain management to provide more SKU varieties at lower costs
BCG have produced a series of questions manufacturer's should be answering to help them understand how well they are and can compete with private label.
See the full article here.
Jason Wenn
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