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2018 | OriginalPaper | Chapter

3. Product Innovation, Category Marketing Support, Consumer Choice and Power

Author : Ranga Chimhundu

Published in: Marketing Food Brands

Publisher: Springer International Publishing

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Abstract

This chapter examines the literature on important marketing and management subject areas related to the coexistence of private label and manufacturer brands in consumer goods categories. The review looks at the product innovation activities and category marketing support efforts of manufacturer brands and private label, and consumer choice considerations are taken into account in view of category management’s emphasis on consumer focus. This then leads to a critical analysis of the power relationships among players in the consumer goods industry.

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previous chapter The Management of FMCG Product Categories

next chapter Private Label and Manufacturer Brand Coexistence

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Title: Product Innovation, Category Marketing Support, Consumer Choice and Power
Author: Ranga Chimhundu
Publisher: Springer International Publishing
Book: Marketing Food Brands
Print ISBN: 978-3-319-75831-2

Electronic ISBN: 978-3-319-75832-9

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-75832-9_3