Bischoff, Bob
May 2006
Progressive Grocer;5/15/2006, Vol. 85 Issue 8, p28
Trade Publication
The article discusses the need for retailers to rethink the three-tier mold to differentiate their private label offerings. The traditional approach to private label brand portfolios should be revamped if supermarket operators expect their product lines to stay competitive and packaging design must play a central role in the process. Opportunities for branding should be driven by consumer needs and perceptions. Research must be conducted to understand what each brand means to the consumer. INSET: To tier or not to tier.


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