The Private Brand Movement recently met up with one of the author of the recently published book on Private Branding in Europe Private Label Uncovered, Koen de Jong to talk about what the European Private Brands and how American to retailer can take their brands to the next level. Koen will be presenting “Creating Value Together: How European Retailers and Manufacturers Collaborate to Innovate” on Tuesday, September 20, 2011 at the Private Brand Movement conference in Chicago.
Download the brochure to see full descriptions and full speaker line-up. This Week Only! Win a Copy of Private Brand Uncovered
Koen de Jong (M.Sc. Economics, Erasmus University Rotterdam) is Founding Director of IPLC. He successfully held various commercial and general management positions at leading manufacturers of private label in the United Kingdom, Germany, France and the Netherlands. His employers were, consecutively: Dailycer (breakfast cereals), United Coffee (coffee and tea), Dalli Werke (detergents, household cleaners, personal care) and Lamb Weston (frozen potato products). Koen is fluent in English, French, German and Dutch (mother tongue) and has an excellent feel for the cultural characteristics of the various countries within Europe. Since 2003, he has been working as a consultant for a large number of manufacturers and retailers in Europe and beyond. As an author he published two books: Private Labels in Europe, trends and challenges for retailers and manufacturers (2007) and Private Label Uncovered, taking retailer brands to the next level (March 2011). Koen will be presenting “Creating Value Together: How European Retailers and Manufacturers Collaborate to Innovate” on Tuesday, September 20, 2011 at the Private Brand Movement.
PBM: Tell us about a project you are working on or recently completed that you are proud of?
KDJ: I recently completed a project that lasted for over 2 years. IPLC consulted a Dutch retailer in a strategic relaunch of its complete retailer brand portfolio. Instead of continuing to use the fancy label they used for their private label, the complete range of 2,000 SKU’s was relaunched to carry the store banner on the pack. After the dust had settled the turnover of almost each individual SKU had increased dramatically.
We are also currently writing a strategic business plan for a manufacturer in Germany who intends to start producing private label next to contract manufacturing for brands. For a Belgian retailer we are executing a full portfolio analysis to boost the retailer brand performance within 5 selected categories.
PBM: Thinking ahead 5 years, what major changes for the field do you see?
KDJ: In the mature market for retailer brands in Europe I expect that more and more specific niches will be identified to be targeted with tailor made private label products. In the US I expect that more retailers will switch to using the ‘store banner only’ strategy to endorse their private label portfolio. We have robust evidential proof that this has dramatically increased the performance of private label in Europe. Although I can not say for sure whether this will also be applicable to the US, I would be delighted to share some insight on the matter with US retailers.
PBM: What inspired you to get in the field? What keeps you motivated?
KDJ: I have been working in private label manufacturing for 18 years prior to setting-up IPLC in 2003. We now work with a team of specialists for both retailers and manufacturers on operational and strategic issues and projects. Meeting with senior management and to team-up with retailers to boost the retailer brand performance is extremely satisfying and the results are very tangible. The variety of projects and people we meet across the globe continue to be a source of inspiration to all of us.
PBM: What is your dream project?
KDJ: I would love to become involved in a project for a retailer in the US or Canada. Over the past four years I worked for a Chilean manufacturer of retailer brands. For this client we successfully started a business in the US. In the process I have travelled a lot and noticed that US retailers run their own brands quite differently from Europe. I am sure there will be good reasons for this however it would be very exciting to be working on a project in the US. I am lead to believe the insight from Europe might be a source of inspiration for US retailers.
PBM: What is one thing you’re excited about for this year’s conference?
KDJ: The opportunity to meet and discuss with US professionals in both retail and manufacturing and to exchange views and best practices. I look forward to sharing insight from Europe which hopefully will inspire the audience.
PBM: We look forward to that, thanks so much for sharing with us!
Don’t miss your chance to meet Koen in person at the Private Brand Movement when he shares this never before heard presentation:
Creating Value Together: How European Retailers and Manufacturers Collaborate to Innovate.
In his session, you will learn directly from Koen how European retailers succeed in reducing the time-to-market of their private label innovations:
- What initiatives can be taken to drive costs out of the supply chain and how to speed up the innovation process
- What drivers are used to fuel the innovation process
- Inspiring examples of niche marketing by means of private label sub-brands
Download the brochure to see full descriptions and full speaker line-up.
This Week Only! Win a Copy of Private Brand Uncovered
When you download the Private Brand Movement brochure, you will be entered into a raffle to receive a free copy.
I look forward to seeing you in Chicago.