Archive for France
Monoprix Brings Us Private Brand Office Supplies
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Take a look at this new design from Lewis Moberly for French grocer Monoprix. The 300 store retailer commissioned Lewis Moberly to redesign its Private Brand stationery line and to create a radically new design to bring to the category emotion, modernity, pleasure, a sense of product innovation, a ‘cool’ status to move away from the typically boring, bland, static scholar/stationery world. The goal was to visually connect a diverse set of products under the same design concept and create cohesion on shelf.
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Carrefour & Mickey Mouse Make Great Private Brands
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French retailer Carrefour and The Walt Disney Company have created a new Private Brand of food products for children named, Carrefour Kids.
The collaboration is the latest step in a well-established relationship that has resulted in close to 280 products at Carrefour so far, including: toys, publishing, textiles and stationery.
The new products featuring Disney characters have launched at Carrefour in France, Belgium, Spain and Italy. The companies worked together to develop the brand of around 50 nutritionally balanced food items, which includes: pasta, jams, fresh cheese, tarts, yogurt and cereals.
According to a press release, “Disney is in a unique position to offer food that combines fun and nutritional benefits that will appeal to both kids and their parents,” says Jean Francois Camilleri, general manager of The Walt Disney Company, France.
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Carrefour Discount Media Blitz
Posted by: | CommentsOn January 1, 2010, Carrefour has launched a new national multi-media campaign featuring the Private Brand Carrefour Discount. The campaign reinforces the 2009 launch campaign.
Carrefour’s tone is more friendly and intimate than ever, with communications focused on the price positioning of its Carrefour Discount range. This will prove the Group’s determination to enable consumers to benefit from the backing of a major brand at reduced prices.
The campaign – orchestrated by the “K4” platform of the Publicis Group – will run for three weeks on TV, on posters and in-store, in the catalogue and on the website. It continues the theme begun when the range was launched in May 2009.
Private Brand White Out!
Posted by: | CommentsThis is the fourth post in a series on trends from the PLMA’s Idea Supermarket at the PLMA’s 2009 Private Label Trade Show. White has been the story of the year in Private Brand and too a lesser extent national brand design and the Idea Supermarket was no different, with white based packaging from around the world. Some is definitely better than others but you be the judge.
TheRedesignedCloverValleyfromDollarGeneral
DG Baby from Dollar General
and of course Great Value from Walmart and Up & Up from Target where represented.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.White Space Takes Over Private Brand. Walmart, Tesco & Publix
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In this article from AdAge published today, Monday, September 7, the magazine takes a look at the recent changes in Walmart’s Private Brand Great Value. Although much of the article has been written in one format or another over the last few months, the article includes a few interesting thoughts from the Adage writer, Jack Neff.
“Great Value isn’t trying to pass itself off as a clone of the brands it competes against; that bland whiteness aims to set the brand apart with a distinct look and identity.”
“Walmart, more often a creative follower of its retail competitors, has been a leader this time. A revamp of Target’s entry-level store brand as Up & Up is hitting shelves a few months behind the new Great Value, and bears a remarkably similar plain-white resemblance.”
White packaging is nothing new and I would instead argue that both Walmart and Target are on the down slope of this trend. With European retailers like Tesco starting the trend and Florida grocer Publix perfecting the elegant simplicity of white-based packaging; Walmart’s attempt is ten years in coming. It may turn out to be the “jumping the shark” moment of white packaging systems for Private Brand. The more recent introduction by French retailer Carrefour of a remarkably similar design could be the death knoll of the white based Private Brand designs. If not the English retailer Budgens, Good Value line certainly should be.
Long term the larger impact to Private Brand Strategy comes from the first quote from the AdAge article: “Great Value isn’t trying to pass itself off as a clone of the brands it competes against.” A unified design system that differentiates Private Brands from their National Brand shelf mates is a significant long-term strategic shift. It signals a changing mindset for retailers, although “me too” Private Brands will continue to exist the need too innovate and differentiate becomes more critical everyday for retailers struggling to give shoppers a reason to chose them over their remarkably similar competitors.
I look to Publix, whose white-based packaging should be due for a redesign soon, for the next evolution in Private Brand package design. Their marketing and design team should be up to the task.
Why Walmart’s Great Value Changes the Game
Retailer Revamps Store Brand to Make It Stand Out From Competitors
The recessions of the 1980s gave us black-and-white generics; this one has given us Great Value.
While Walmart’s redesigned, repackaged and reformulated store megabrand has drawn some unflattering comparisons to those generic brands, to write it off as similar not only misses the point but underestimates its potential impact. The new Great Value is a game changer, not simply because of its size — the brand is estimated to be larger than $10 billion — but because its novel approach to store-brand packaging and merchandising. Great Value isn’t trying to pass itself off as a clone of the brands it competes against; that bland whiteness aims to set the brand apart with a distinct look and identity.
Private Brand around the World
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This is a great article from Neilsen’s World View:
Store Brand Success Around the World
A Global Interview
Consumer Insight editors recently sat down with Nielsen business leaders to get their perspective on store brand performance and trends around the world. Participants in the store brands roundtable included:
Mitch Barns—President, Greater China
Christophe Cambournac—President, Consumer Asia Pacific, India, Middle East and Africa
Patrick Dodd—President, Consumer Europe
Arturo Castro Garcia—President, Consumer Latin America
John Lewis—President, Consumer North America
During past recessions, store brands exhibited fast growth versus branded offerings. Is this same pattern occurring in your region? What factors do you see driving store brand trends?
Store brand growth differs dramatically by region, and sometimes by country within region. In the five major European markets (UK, Germany, France, Spain and Italy), store brands are more established and holding their own, taking between 25-33% of value sales from February 2008-2009. While leading brands are holding steady in terms of market share, expect higher margin store brand goods to garner more shelf space from retailers hungry for returns.
“To protect prime facings, manufacturers will need to put forward their most creative in-store marketing levers and tools. While some real estate prices are dropping, retail “shelf space” will continue to come at a premium.” Patrick Dodd, President, Consumer Europe
In the U.S., store brands are gaining ground as consumers seek to stretch budgets in tight economic times, and retailers support profitable store brand initiatives. Every demographic segment is looking for deals by moving to store brands or shopping value channels. Recognizing that its store brand programs were under-developed relative to other retailers, powerhouse Walmart will be bringing its marketing muscle to store brands, actively promoting its Great Value label.
In more developed Asia Pacific markets such as Australia, store brands enjoy a 25% share of sales. Conversely, other countries in the region with limited modern trade offer fewer store brands. Store brands follow Western retailers as they enter a market and local retailers are quick to follow suit with their own store brand lines. Thailand is a great example, where Carrefour recently launched an ad campaign exclusively featuring store brands.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.Carrefour Introduces New Private Brand
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This past week French hypermarket retailer Carrefour launched a new value tier Private Brand, “Carrefour Discount”. The new brand will compete head to head with English retailer Tesco’s Private Brand “Tesco Value” and is designed to give value shoppers another reason to shop Carrefour.
Carrefour is the largest superstore retailer in the world in terms of size, and the second largest retail group in the world in terms of revenue after Wal-Mart. Carrefour operates mainly in Europe, China, Colombia, Brazil, Argentina and in the Dominican Republic, as well as North Africa and other parts of Asia.
In an interesting political side note, Carrefour launched the Private Brand “Produits libres” (free products — libre meaning free in the sense of liberty as opposed to gratis) in 1976. The brand consisted of more than 50 food products, including oil, cookies, milk, and pasta, sold in unbranded “Generic” white packages at significantly lower prices. According to Wikipedia the popularity of the new brand led conservative critics on the political right to charge that Carrefour was undermining capitalism by acclimating the population to generic (rather than brand name or specialty) foods. In particular, Jean Mothes, an executive at Perrier, wrote in Investir magazine that Carrefour did more to accelerate the change to a socialist-led government than socialist politicians and syndicalists like Edmond Maire, Georges Marchais, François Mitterrand and Georges Ségu. So according to the theory a “Generic” white brand ushered socialism into France.
Now that is Brand Power.
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