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Couponing Strategies in Competition Between a National Brand and a Private Label Product

2018
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Release : 2018
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Book Synopsis Couponing Strategies in Competition Between a National Brand and a Private Label Product by : Christoph Bauner

Download or read book Couponing Strategies in Competition Between a National Brand and a Private Label Product written by Christoph Bauner. This book was released on 2018. Available in PDF, EPUB and Kindle. Book excerpt: This paper explores the couponing strategies in competition between a national brand name product and a private label product by discussing three different kinds of coupons: manufacturers' coupons, retailers' national brand coupons, and retailers' private label coupons. We show that the positioning of the private label product in terms of quality (vertical differentiation) and feature differentiation from the national brand (horizontal differentiation) play an important role in determining the manufacturer's coupon and retailer's national brand coupon. In particular, a larger degree of feature differentiation drives the manufacturer to increase its coupon value, and the retailer responds by decreasing the value of its own coupon for the brand name product. In contrast, with an increase in private label quality, the couponing strategies taken by the manufacturer and the retailer depend on which segment of consumers is in the market for the private label product. Additionally, the retailer's private label coupon value is only impacted by the difference in consumers' willingness to pay but not by private label positioning. Empirical results on the effect of feature differentiation on national brand and private label coupon values are consistent with our theoretical predictions.

Advances in National Brand and Private Label Marketing

2023-05-19 Business & Economics
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Release : 2023-05-19
Genre : Business & Economics
Kind : eBook
Book Rating : 949/5 ( reviews)

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Book Synopsis Advances in National Brand and Private Label Marketing by : Juan Carlos Gázquez-Abad

Download or read book Advances in National Brand and Private Label Marketing written by Juan Carlos Gázquez-Abad. This book was released on 2023-05-19. Available in PDF, EPUB and Kindle. Book excerpt: The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas. This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

Advances in Theory and Practice in Store Brand Operations

2021-01-04 Business & Economics
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Release : 2021-01-04
Genre : Business & Economics
Kind : eBook
Book Rating : 770/5 ( reviews)

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Book Synopsis Advances in Theory and Practice in Store Brand Operations by : Jiazhen Huo

Download or read book Advances in Theory and Practice in Store Brand Operations written by Jiazhen Huo. This book was released on 2021-01-04. Available in PDF, EPUB and Kindle. Book excerpt: This book is developed by focusing on the four issues: (1) product strategy of private brand; (2) pricing strategy of private brand; (3) channel strategy with private brand introduction; and (4) supply chain coordination with private brand introduction. Private brand (PB), also known as private label (PL) or store brand (SB), refers to a brand created and controlled by a retailer. In the 1960s and 1970s, private labels began to emerge in France and England. Although private label has grown rapidly worldwide, market share varies greatly from region to region. According to Nielsen's 2018 Global Private Label Report, the largest markets for private-label products are found primarily in the more mature European retail markets. In recent years, many large domestic retail enterprises have launched their own brand products. With the growth of e-commerce, some online retailers have also launched private-label goods. JD started to introduce its private brands in 2010, with annual sales of its private brand products reaching several hundred million yuan. However, at present, the market share of China's private label is only 1-3%, which still has a big gap compared with Europe and America.The main challenges to China's private label lie in private brand operations management. Among them, how to select the correct product categories, how to make pricing decision, how to restructure channels and how to coordinate supply chain after introducing private brands are four operations management problems need to be solved.

Brands and Consumers

2022-12-27 Business & Economics
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Release : 2022-12-27
Genre : Business & Economics
Kind : eBook
Book Rating : 153/5 ( reviews)

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Book Synopsis Brands and Consumers by : Jaywant Singh

Download or read book Brands and Consumers written by Jaywant Singh. This book was released on 2022-12-27. Available in PDF, EPUB and Kindle. Book excerpt: Brand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution globally. This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting as a catalyst for advancing future research and informing business practice. The book fills a gap created by prior volumes on branding that, although well- illustrated and explained, have often approached the subject in somewhat uncritical manner. The book represents a timely compendium on popular topics in branding and aims to be a valuable addition to knowledge in branding. The book focuses on reviewing research in branding and brand management, and proposes areas for expanding research in the field. Recognising the diversity of research in branding, the authors of this book, as active branding researchers, attempt to discuss the limitations of current research and provide insights for future explorations. The book will be of interest and a resource for academic researchers, branding practitioners, business students and policymakers who view branding as an evidence-oriented discipline.

E-Business. New Challenges and Opportunities for Digital-Enabled Intelligent Future

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Book Rating : 641/5 ( reviews)

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Book Synopsis E-Business. New Challenges and Opportunities for Digital-Enabled Intelligent Future by : Yiliu Paul Tu

Download or read book E-Business. New Challenges and Opportunities for Digital-Enabled Intelligent Future written by Yiliu Paul Tu. This book was released on . Available in PDF, EPUB and Kindle. Book excerpt:

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