Everything is summed up in this picture. The brands that communicate and next to a pub for a label with the phrase "Why spend more?"
Indeed, why spend more?
2 levels of label: the qualitative and the 1st prize. You will find
Carrefour Carrefour brands and No. 1 / Auchan Auchan and Thumb / Géant Casino Euro Casino and smile / Leclerc: Brand Bookmark and Eco Plus / Super U: U Product / Well Vu / ...
What is their position?
Why such a big price difference when these brands claim to have the same quality as major brands? No sales force, little or no marketing budget, lower margin (the major manufacturers are very profitable, like Procter & Gamble, L'Oreal and Nestle. That means they make a great difference between their cost and the price charged to retailers.
These products are increasingly willing to eye level. Easier to find!
Let me reassure you: we're not the only ones to buy private label. It's the same throughout Europe, year after year, brands nibble market share.
What a difference a first prize? Quality! The first prize of course respect the law, but will use less noble materials, or in smaller quantities. At first you find the price acceptable. For example Tandil laundry to Aldi is very effective. This reaction of hypermarkets and supermarkets aeu resulted in a decline in sales in hard-discounter, who are struggling since early 2006. You can find these products at the bottom of the gondola (the margin is very low ...). Heading Back
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mark qualitative
Casino, Carrefour, Auchan, Leader Price, Cora, Super U, Brand mark ... All signs have developed brands, and for a very long time. Casino products have been around ... 1898!What is their position?
Why such a big price difference when these brands claim to have the same quality as major brands? No sales force, little or no marketing budget, lower margin (the major manufacturers are very profitable, like Procter & Gamble, L'Oreal and Nestle. That means they make a great difference between their cost and the price charged to retailers.
These products are increasingly willing to eye level. Easier to find! Let me reassure you: we're not the only ones to buy private label. It's the same throughout Europe, year after year, brands nibble market share.
mark 1st prize Euro
smile, No. 1, Well done, more eco produced thumb was ... aggressive response of hypermarkets and supermarkets to the rise of discount stores. Result: These products are now at lower prices on average by 10% in the prices of the hard discounter.What a difference a first prize? Quality! The first prize of course respect the law, but will use less noble materials, or in smaller quantities. At first you find the price acceptable. For example Tandil laundry to Aldi is very effective. This reaction of hypermarkets and supermarkets aeu resulted in a decline in sales in hard-discounter, who are struggling since early 2006. You can find these products at the bottom of the gondola (the margin is very low ...). Heading Back
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