Value Brands. Value Design.

So I had a record day of traffic on Myprivatebrand yesterday more than tripling my best day, I am not quite sure what success looks like in a niche blog like this one but the attention is certainly gratifying. And when it is combined with a rapidly growing group on linked in and great conversations across a number of the linked in groups I am a member of, I am excited to push the private brand envelope.

The last couple of days have been all about what appears to be a rather controversial move on Loblaw’s part to revert to its value roots, so I thought it might be fun to take a look at a few other retailers that are doing similar things. The interesting thin is when you look at the portfolio strategies that each retailer is using they are both different and the same. The Loblaw’s example is really a two tier system with “No Name” and Presidents Choice, they worked with Walmart in the 80′s and developed almost the same thing for them, Great Value and Sam’s Choice, Kroger & Food Lion use a three tier strategy. This makes a “Value” product slightly either the cheapest thing or an National Brand Equivalent depending on whether it is in a two or three tier system.
Take a look at the examples below. What do you think?

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Christopher Durham

President & Chief Strategist at My Private Brand/Folio28 LLC

Christopher Durham is the president and founding partner of the retail and Private Brand consultancy Folio28. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building billion dollar Private Brands.

Latest posts by Christopher Durham (see all)

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