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Über dieses Buch

With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape. The author illustrates the volatile nature of the relationship between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and category management, product innovation, and consumer choice are discussed and supported with rich empirical case studies from countries around the world. Marketing and management scholars will find this new book an insightful read, as well as those generally interested in the worldwide phenomenon of private label brands.

Inhaltsverzeichnis

Frontmatter

1. Introduction to Issues around Marketing Private Label and Manufacturer Brands

Abstract
Private labels—also known as retailer own brands, retailer brands, store brands or house brands, among other terms—have become a common feature of food retail chain shelves, alongside manufacturer brands. This chapter offers an introduction to the issues under discussion in this book on the coexistence of private label and manufacturer brands in food product categories. These are also referred to as fast-moving consumer goods (FMCG) categories, since most foods fall into that category. The playing field for both private label and manufacturer brands is supermarket shelves. The main research question under investigation is: How do manufacturer brands and private labels coexist in FMCG/supermarket product categories in a grocery retail landscape characterised by high retail concentration, and how relevant is power to this coexistence? Power, in this regard, is the influence or control that the two types of brands have on each other.
Ranga Chimhundu

2. The Management of FMCG Product Categories

Abstract
This chapter explores the management of consumer goods product categories, with a special focus on food categories and on the coexistence of private label and manufacturer brands. The chapter covers category management, which is the management context in which private label and manufacturer brands coexist. The historical contexts of category management and private label are investigated, as are brand and category management organisational arrangements, culminating in an examination of key points from the literature on the management of food and grocery product categories. In addition, it is established that power relationships between private label and manufacturer brands in food product categories in an environment of high retail consolidation and concentration need to be better understood.
Ranga Chimhundu

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

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.
Ranga Chimhundu

4. Private Label and Manufacturer Brand Coexistence

Abstract
Consumer goods categories consist of many different brands, and quality-wise, these range from economy brands to standard brands and premium brands. These brands either belong to manufacturers/suppliers, or to the retail chains in the form of private label brands. This chapter examines specific issues related to the coexistence of private label and manufacturer brands, focusing on private label portfolio and private label share in relation to manufacturer brands. In this regard, the focus is on retail concentration and its impact on private label performance, and on the strategic dependency between private label and manufacturer brands, as well as on the relevance of power to the coexistence of the two types of brands.
Ranga Chimhundu

5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands

Abstract
This chapter is a critical summary of the literature reviewed on private label and manufacturer brands in food product categories in a highly concentrated grocery retail landscape. The summary is directly linked to the research issues developed. The research issues fall into three major themes, namely: the balance between private label and manufacturer brands in the product categories (research issues 1, 2a, 2b and 2c); innovation, category marketing support and consumer choice (research issues 3a, 3b, 4a, 4b, 4c and 5); and category strategic policies on the coexistence of the two types of brands (research issues 6 and 7).
Ranga Chimhundu

6. Research Paradigm, Research Method and Research Design

Abstract
Research issues form the focal theory of this book, and these are based on a review of the literature that constitutes the background theory of the book. This chapter discusses the process that was followed in addressing these research issues, and explores data theory. It is generally recognised that academic research should be undertaken with rigour, so in planning and executing methodological approaches, this book strives to comply with relevant procedures to ensure that a systematic approach as recommended by research experts, is adopted and maintained. In doing so, the chapter discusses pertinent methodological issues.
Ranga Chimhundu

7. Private Label and Manufacturer Brand Research Execution

Abstract
This chapter discusses the execution of the research on the coexistence of private label and manufacturer brands in food product categories in a grocery retail landscape characterised by high retail consolidation and concentration. The main focus of this chapter is data collection and data analysis procedures. Data collection issues are discussed first, and these include techniques of data collection, secondary data, in-store category observation study, in-depth interviews and a pilot study; followed by a discussion of data analysis procedures. Ethical considerations are also addressed.
Ranga Chimhundu

8. Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands

Abstract
The results of an intensive study carried out on private label and manufacturer brand coexistence in the FMCG/supermarket industry are presented and discussed. The approach to reporting in this chapter is that the data collected are systematically analysed and discussed against the research issues developed for this book. The research issues, which take the form of research subquestions, are a decomposition of the primary research question. In addition to the research interview and in-store category observation data, the results of a preliminary study on private label share trends are integrated to address some of the research issues. The chapter reports key research findings on topics ranging from the balancing of the two types of brands in consumer goods categories to the role played by power.
Ranga Chimhundu

9. Conclusions and Implications of this Book

Abstract
This chapter discusses the conclusions and implications of this study. It outlines a summary of outcomes on the research issues and then goes on to address specific interpretations. Answers are provided to research sub-questions on the topics of the nature of the balance between private label and manufacturer brands, their comparative capacity for innovation and category support, their awareness of this comparative capacity and the strategic stance taken on it, the role of consumer choice, the nature of the coexistence relationship between private label and manufacturer brands, and the role that is played by power in this coexistence in a consumer goods environment characterised by high retail consolidation and concentration. Global implications are discussed, including through case study examples.
Ranga Chimhundu

Backmatter

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