The monthly consumer packaged goods e-zine “CPGmatters” ran this interesting piece on best practices for Private Brand promotions. The article references a presentation given by Professor Mark Lang of St. Joseph’s University at the recent FMI conference. Most of his top ten are marketing/merchandising 101 so they should not come as a surprise, however it is always good to reaffirm the basics, particularly when Private Brands often get the short end of the promotional stick.
Here are Lang’s Top Ten Best Practices:
- Organizational buy in
- Focus on target customer (“Who is the subset of the population being targeted?” The promotion must be built for that target)
- Don’t promote on price (“You don’t want to habituate on price. It’s a slippery slope.”)
- Use store brand as a feature item.
- Partner with national brands (“You can partner and collaborate on retailer-generated promotions.” Examples include Comet cleaner and Safeway towels, and Nabisco cookies and Target milk)