our time is now!
DESCRIPTION
Private Brands Summit FMI by Andres Siefken VP Marketing at Daymon WWTRANSCRIPT
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There are 3 things I want you to remember from this meeting …
1. The Consumer is the boss!
2. Private Brands are not a trend. They are here to stay!
3. It’s in our hands to make Private Brands the Brand of Choice!
6
There Are New Drivers of Behavior - The New Frugality
Trading Down
Cocooning
Survivalism
Living Better on Less
9
Private Brands are Leveraging Key Mega-Trends
Specific/Targeted Healthy Body and PlanetComfort/Enjoyment
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Private Brands are Leveraging Key Mega-Trends
Healthy Body and PlanetSpecific/Targeted
Simplistic Convenience
Comfort/Enjoyment
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Private Brands are Leveraging Key Mega-Trends
Specific/Targeted Healthy Body and Planet
The Aging Consumer
Comfort/Enjoyment
Simplistic Convenience
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Private Brands are Leveraging Key Mega-Trends
The Aging Consumer
Specific/Targeted Healthy Body and Planet
Glocal
Comfort/Enjoyment
Simplistic Convenience
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Private Brands are Leveraging Key Mega-Trends
Glocal
Specific/Targeted Healthy Body and Planet
The Aging Consumer
Comfort/Enjoyment
Simplistic Convenience
14
Value Doesn’t Mean The Same To Everyone…
Value = Price Value = Quality/Price Value = Benefit/Price
1818
Private Brands: A Global Movement
South AmericaBrazil 8%
North AmericaCanada 24%
Unted States 22%
Mexico 5%
EuropeSwitzerland 47%
UK 43%
Germany 37%
AsiaJapan 6%
China 5%
OceaniaAustralia 25%
New Zealand 13%
AfricaSouth Africa 11%
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47
43
37
32
31
29
27
24
25
23
22
13
12
14
11
8
6
5
5
4
39
34
29
28
27
24
21
21
20
19
12
11
10
8
6
4
3
3
46
3
Switzerland
UK
Germany
Spain
Belgium
France
Netherlands
Canada
Australia
WORLD AVERAGE
USA
New Zealand
Italy
India
South Africa
Brazil
Japan
Mexico
China
Russia
Share of Market by Value, 2007e-2008f (%)
2008f (%)
2007e (%)
Note: Based on selected mature and emerging markets; f - forecast.Source: Planet Retail Ltd - www.planetretail.net; partly based on ACNielson
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Private Brands continue to grow…
The U.S. share is similar to the world average
How do weclose the GAP?
21Source: Spectra InfiNet 08D Index
Charles & Betty Urban Core "La Familia”
Food Department
Non-Food Department
Health Department
Beauty Department
Baby Department
GM Department
Premium
NBE
Value
Brand building practices are becoming more important- Portfolio Brand Architecture
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Industry Leaders are Driving Share through Focused Efforts
Source: “Competing in the New World of Brands: The Next Wave of Private Label”, McKinsey & Company, GMA and FPA, 2007
TargetChoxie brand offers original chocolate items
Unique Items in Category
WegmansGoal to have Wegmans brand #1 or #2 in every category
Category ManagementConsumer-Targeted
Brands
Harris TeeterEach brand in the portfolio connects with specific shoppers
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Private Brands can be hip and cool!
I love my Wegmans brand
Whole Foods 365 mentions
My HEB advertising contest
Target iphone application
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It’s in our hands to make Private Brands the Brand of Choice!
Address the consumer needs with Private BrandsUse Private Brands as a strategic weaponCapitalize on the economic downturnGet the buyers and category directors engagedMake it easy to shopMove from push to pull