{"id":3377,"date":"2020-04-10T07:53:30","date_gmt":"2020-04-10T07:53:30","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/private-label\/"},"modified":"2020-04-10T07:53:30","modified_gmt":"2020-04-10T07:53:30","slug":"private-label","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/","title":{"rendered":"Private Label"},"content":{"rendered":"

De la o simpl\u0103 etichet\u0103 la un brand strategic<\/strong><\/h2>\n

\nMult timp, private label a fost asociat cu imaginea unor produse ieftine, care r\u0103spund unor nevoi de baz\u0103 ale consumatorilor, incapabile de a crea emo\u021bie prin ceea ce transmite brandul \u201e\u00eemprumutat\u201d de la retailer. Lucrurile s-au schimbat \u00eens\u0103 \u00een ultimii cinci ani, inclusiv pe pia\u021ba rom\u00e2neasc\u0103, iar evolu\u021bia constant\u0103 a acestui segment vine dup\u0103 investi\u021bii importante realizate de marile re\u021bele \u00een brandingul m\u0103rcilor proprii. \u0218i \u00eenc\u0103 mai sunt multe de f\u0103cut la acest capitol.<\/em> De Dochi\u021ba Zenoveiov \u2013 INOVEO.<\/p>\n

Pe marile pie\u021be europene, cele care dau tonul dezvolt\u0103rii industriei de profil, cre\u0219terile cotelor de pia\u021b\u0103 ale m\u0103rcilor private din ultimii cinci ani sunt spectaculoase: de la 35% \u00een 2014 la 45% \u00een 2018 \u00een Germania, 41-47% \u00een Marea Britanie, 31%-44% \u00een Belgia \u0219i 42%-51% \u00een Spania. Ce st\u0103 \u00een spatele acestor evolu\u021bii? Eforturile marilor re\u021bele de a-\u0219i diversifica portofoliul de m\u0103rci proprii, acoperind toate palierele de pre\u021b \u0219i deschiz\u00e2nd chiar \u0219i categorii de ni\u0219\u0103 \u00een FMCG. Mai mult, \u0219i-au dezvoltat \u0219i strategia de branding pentru aceste m\u0103rci. Miza este una mare: profitul! \u0218i asta pentru c\u0103 m\u0103rcile private permit retailerilor s\u0103 opereze cu rate mult mai mari de profitabilitate, av\u00e2nd controlul costurilor de produc\u021bie, comparativ cu marjele ob\u021binute din comercializarea brandurilor de produc\u0103tor.<\/p>\n

Exemple \u201ebest practice\u201d<\/strong><\/h3>\n

\u00cen mod evident, nu toate strategiile de dezvoltare de private label au avut succes de-a lungul timpului. Ceea ce cred c\u0103 a f\u0103cut diferen\u021ba \u00eentre succes \u0219i e\u0219ec este brandingul \u0219i modul \u00een care strategia de brand a urm\u0103rit
\ncele patru direc\u021bii majore: relevan\u021b\u0103, diferen\u021biere, pre\u021b \u0219i produs. Un exemplu pozitiv din retailul local sunt m\u0103rcile proprii Lidl din segmentul premium, care au devenit foarte vizibile \u00een pia\u021b\u0103 datorit\u0103 unei strategii de comunicare contextualizat\u0103. Colabor\u0103rile sale cu chefi de renume, pentru promovarea m\u0103rcii proprii \u201eChef Select\u201d, fac parte dintr-un plan bun de marketing de con\u021binut. \u00cen paralel, re\u021beaua de magazine a investit \u00een cre\u0219terea calit\u0103\u021bii produselor private label \u2013 un exemplu este lansarea selec\u021biei de mezeluri marc\u0103 proprie Lidl cu \u201ere\u021bet\u0103 curat\u0103\u201d, \u00een 2019. \u0218i modul \u00een care Kaufland \u0219i-a dezvoltat propriul brand de produse proaspete rom\u00e2ne\u0219ti \u201e\u021aara mea\u201d poate fi considerat \u201ebest practice\u201d \u00een ceea ce prive\u0219te alinierea pozi\u021bion\u0103rii brandului cu designul de ambalaj. \u00cen acest caz vorbim de un design simplist care nu promite consumatorului mai mult dec\u00e2t poate livra produsul. Acela\u0219i lucru se poate spune \u0219i despre marca proprie \u201eGusturi Rom\u00e2ne\u0219ti\u201d a retailerului Mega Image. Principalul punct forte al retailerilor \u00een dezvoltarea private label este interac\u021biunea direct\u0103 cu shopperul, \u0219tiind exact ce \u00ee\u0219i dore\u0219te acesta. De partea cealalt\u0103, produc\u0103torii intr\u0103 \u00een sistemul de private label pentru a-\u0219i maximiza gradul de utilizare a capacit\u0103\u021bii de produc\u021bie, \u00eens\u0103 ei trebuie s\u0103 fie aten\u021bi s\u0103 nu-\u0219i \u00eenchid\u0103 singuri u\u0219a la retaileri pentru propriile branduri. Sunt anumite categorii mici \u00een care nu este loc \u0219i de marc\u0103 privat\u0103 \u0219i de branduri de produc\u0103tor, \u0219i atunci retailerul se va rezuma la listarea propriei sale m\u0103rci.<\/p>\n

Mizele actuale<\/strong><\/h3>\n

Pe ce mai pot miza retailerii \u00een continuare \u00een dezvoltarea m\u0103rcilor private, pentru o mai bun\u0103 diferen\u021biere \u0219i pentru a atrage mai mul\u021bi consumatori cu aceste produse? \u00cen primul r\u00e2nd, ei trebuie s\u0103 urm\u0103reasc\u0103 foarte atent insighturile de consumator \u0219i de retail, pentru a identifica oportunit\u0103\u021bi noi:<\/p>\n

1. Cre\u0219terea segmentului de comer\u021b de proximitate\u0219i a discounterilor.<\/strong>
\nDac\u0103 \u00een cazul discounterilor focusul este pe m\u0103rcile proprii de prim pre\u021b (entry level), \u00een segmentul convenience cel mai important lucru este s\u0103 adaptezi oferta la specificul local. De exemplu, dac\u0103 o re\u021bea de magazine de proximitate se extinde mai mult \u00een ansambluri reziden\u021biale sau \u00een cartierele noi din \u00eemprejurimile ora\u0219elor mari, atunci este clar c\u0103 va trebui s\u0103-\u0219i dezvolte un private label premium.<\/p>\n

2. Shiftul dintre genera\u021bii. <\/strong>
\n\u00cen urm\u0103torii 5-7 ani, Millennials ar avea cea mai mare putere de cump\u0103rare. Retailerii vor trebui s\u0103 dezvolte mai multe m\u0103rci private care r\u0103spund nevoilor acestora: de a economisi timp, bani \u0219i de a se men\u021bine s\u0103n\u0103to\u0219i. Ei sunt deschi\u0219i s\u0103 \u00eencerce produse noi \u0219i \u00ee\u0219i reduc gradul de loialitate fa\u021b\u0103 de branduri.<\/p>\n

3. Consumatorii devin mai interesa\u021bi de brandurile \u201egreen\u201d, eco, cele care protejeaz\u0103 mediul. <\/strong>
\n\u00cens\u0103 pentru un retailer nu este suficient s\u0103 lanseze m\u0103rci proprii de acest gen pentru a ajunge la inimile consumatorilor responsabili fa\u021b\u0103 de mediu, ci trebuie s\u0103-\u0219i alinieze \u00eentreaga strategie la acest trend – de exemplu, s\u0103 opereze magazinele folosind mai mult\u0103 energie verde, s\u0103 elimine plasticul nereciclabil din oferta sa de produse etc.<\/p>\n

4. Lipsa de timp<\/strong> este una dintre marile provoc\u0103ri ale consumatorului contemporan, \u0219i atunci retailerii trebuie s\u0103 g\u00e2ndeasc\u0103, dincolo de produse de tip \u201econvenience food\u201d, \u0219i servicii care s\u0103 simplifice procesul de achizi\u021bie. Cele mai recente exemple sunt intrarea re\u021belei Auchan \u00een sistemul Uber Eats cu meniurile preparate \u00een zona gastro din hypermarketurile sale sau parteneriatul dintre Kaufland \u0219i Glovo prin care retailerul german a lansat serviciul de livr\u0103ri rapide la domiciliu.<\/p>\n

5. Avansul tehnologic creeaz\u0103 oportunit\u0103\u021bi imense pentru afacerile din comer\u021b.<\/strong>
\nM\u0103 a\u0219tept s\u0103 v\u0103d \u0219i \u00een Rom\u00e2nia, \u00een viitorul apropiat, frigiderul inteligent care \u00ee\u021bi face lista de cump\u0103r\u0103turi pe baza identific\u0103rii alimentelor lips\u0103. De asemenea, pe pie\u021bele externe exist\u0103 \u0219i ma\u0219ina de sp\u0103lat inteligent\u0103 care \u00ee\u021bi trimite detergentul acas\u0103 de \u00eendat\u0103 ce observ\u0103, prin intermediul senzorilor, c\u0103 rezerva de detergent este pe terminate.<\/p>\n

6. Distribuitorii engros sunt tot mai activi pe acest segment de pia\u021b\u0103,<\/strong> lans\u00e2nd m\u0103rci proprii care r\u0103spund foarte bine nevoilor retailerilor clien\u021bi \u0219i care le completeaz\u0103 \u00eentr-un mod profitabil portofoliul de branduri distribuite.<\/p>\n

Dochi\u021ba Zenoveiov este Brand Innovator \u0219i fondator al INOVEO<\/strong> \u0219i are o experien\u021b\u0103 de peste 20 de ani \u00een marketing \u0219i branding.<\/em><\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

De la o simplă etichetă la un brand strategic Mult timp, private label a fost asociat cu imaginea unor produse ieftine, care răspund unor nevoi de bază ale consumatorilor, incapabile de a crea emoție prin […]<\/p>\n

Read More… from Private Label<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3377","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nPrivate Label - INOVEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Private Label\" \/>\n<meta property=\"og:description\" content=\"De la o simplă etichetă la un brand strategic Mult timp, private label a fost asociat cu imaginea unor produse ieftine, care răspund unor nevoi de bază ale consumatorilor, incapabile de a crea emoție prin [...]Read More... from Private Label\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/\" \/>\n<meta property=\"og:site_name\" content=\"INOVEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inoveobranding\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-10T07:53:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2019\/07\/logo_magazinulprogresiv.png\" \/>\n<meta name=\"author\" content=\"Inoveo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:site\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Inoveo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/\"},\"author\":{\"name\":\"Inoveo\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#\\\/schema\\\/person\\\/b2385fd5dcd9d87cf609b6f457fc4a0b\"},\"headline\":\"Private Label\",\"datePublished\":\"2020-04-10T07:53:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/\"},\"wordCount\":1025,\"publisher\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inoveo.ro\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/logo_magazinulprogresiv.png\",\"articleSection\":[\"BRANDING\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2020\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/\",\"url\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/private-label\\\/\",\"name\":\"Private Label - 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Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"De la o simplă etichetă la un brand strategic Mult timp, private label a fost asociat cu imaginea unor produse ieftine, care răspund unor nevoi de bază ale consumatorilor, incapabile de a crea emoție prin [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/\">Read More...<span class=\"screen-reader-text\"> from Private Label<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/private-label\/\">Read More...<span class=\"screen-reader-text\"> from Private Label<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3377"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3377\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}