Archive for: January 2012

Category Management Series Tip #4: Private Label National Brand Competitive Strategies

For the last 3 weeks, I’ve focused my tips on a retailer perspective as it relates to Private Label.  This week, my focus is on National Brand suppliers.  If you are a National Brand supplier in a category that is highly developed in Private Label, or one where Private Label is growing significantly, don’t think that it’s not a potential threat for your National Brand(s). 

You should proactively assess your key retailer’s private label brand results as part of your regular category reviews, at a level that goes beyond a “Total Control Label” sales and share result …

Category Management Series Tip #3: Private Label Health Assessment

January and February tend to be my least favorite months (remember, I live in Canada)!  It’s cold, we don’t get as much daylight, and when it’s -30 degrees outside, there’s not a lot of outdoor activities and fresh air.  Oh, to be in Hawaii or the Caribbean right now!

Last week I covered how to assess Private Label performance in a category vs National Brands and vs retail competition.  I also reviewed some ways for retailers to identify who their real brand competition is at a category level, instead of thinking that all National Brands should be treated as equal competition …

Category Management Series Tip #2: Private Label Data & Analytics

I’m having to get used to the cold again for the first time this winter because temperatures have plummeted!  Even though Calgary (Canada) is notorious for cold weather, it’s been pretty mild (10-15°C) and we’ve had no snow for a month.

Last week’s category management tip was on Private Label Essentials.  This week’s tip gives examples of some of the ways that you can start to analyze Private Label for a Retailer compared to the market and the rest of the category.  This is important for Retailers to understand, so they can be more strategic with their Private Label brands at …

Welcome To 2012 And My New “Category Management Series”

Hi, and welcome to my blog.  I’m Sue Nicholls, President of Category Management Knowledge Group (www.cmkg.org).  My New Years Resolution is to start blogging, because I have a great passion for category management related topics, and because my CMKG team and I want to be able to share our passion and understanding about category management with YOU!

In my blog, I’m going to be providing weekly tips that relate to different topic areas each month. These tips will be available via YouTube videos, and will …

January’s “Category Management Series” Tips Topic: PRIVATE LABEL

There’s been so much press and news about Private Label recently, I thought it would be a great way to start 2012, as our January topic.  The Private Label brand story around the globe is really quite incredible. I remember back in my P&G days (1990’s), because of our premium brand positioning, we really could “ignore” the relatively small Private Label brand in the categories in which we competed. Back then, Private Label was primarily a low-quality, low-cost product offering that gave consumers a cheap option to national brands – and you’d never …

Category Management Series Tip #1: Private Label Essentials

This week’s “Category Management Series Tip” is about the essentials you need to know and understand about Private Label.

httpv://www.youtube.com/watch?v=H5WaWbhuCBY

And please give me feedback, more links to add in that have valuable information for our subscribers, ideas for future topics, etc.  Also, invite others in your organization to enjoy these tips.  If you are interested in receiving my future tips, you can subscribe to my blog (on the righthand side of the screen towards the bottom), subscribe to our channel in YouTube, “Link In” through CMKG’s …

Private Label Resources (Links & Whitepapers)

Here are someuseful links and articles on Private Label that I found interesting.  Please let me know if you have any others you’d like me to share.  I’ll try to keep this updated.

Whitepapers:

Private Label in Europe:  Current & Emerging Trends (IRI)
Private Label: Brand Positioning In the New World Order (IRI)

Recent Articles:

“Are Consumers Losing Interest in …