Launching the Perfect Range
Retailers are increasing looking to dedicate more of their shelf space to Private Brand products, as these generate significantly higher margins, and improve consumer loyalty.
Whilst Private Brands offer great opportunity, to generate maximum advantage, they must sit consistently within an overall Retail value proposition.
Furthermore, a poorly executed Private Brand can cause significant harm to a retailer; unlike a National Brand, the consumer only associates the Private Brand with the retailer. These risks are further increased as retailers typically do not have the product development and assessment capability of a National Brand.
How Intertek helps the Retailer:
- Understanding your aspirations for the brand: Intertek Performance will explore with your buying and strategy teams your aspirations for the brand. On which consumer group is the brand targeted? Is it high, medium or entry price point? How does it align with existing National Brands in your stores?
- Developing effective, efficient test plans: using our unrivaled consumer product testing knowledge, Performance develops a test program to reflect real world product usage.
- Understanding performance of existing competitor products: a selection of competitor products are evaluated using the test plan.
- Defining Performance standards, and pricing for the brand: through analysis of test data, the performance thresholds in relevant test are established for your brand. For example, this might for entry price point, the performance threshold might be 25 percentile of competitor performance. For Top price point, this might be 75%.
- Program implementation: With performance thresholds established in the key areas, a test protocol is developed and launched. The retailer’s nominated test laboratories assess potential vendors’ submitted prototypes. This is then followed by production and successful Brand launch.
