"Private Label Strategies in Global Electricals and DIY Retailing" Published

Dec. 18, 2010 - PRLog -- As retailers of both electrical and home improvement products suffer from consumers cutting spend on big ticket items and a declining housing market, increasing the proportion of private label lines has taken greater precedence. Retailers are increasingly investing in developing value own brand goods and in improving their private label proposition to lure in and retain price conscious shoppers.

Features and benefits
Maximise your profit margins by identifying the most suitable categories and pricing strategies for your private label lines.
Achieve the best results from your own brand ranges using our best practice recommendations surrounding issues such as product lines and branding.
Benchmark the performance of your private label lines against your competition by identifying the the most successful private label innovations.
Highlights
The share of own brand sales at German DIY retailer Praktiker currently stands at 27% and the company envisions this proportion to rise to 40% in the medium term. The retailer is focusing especially strongly on developing its mid priced Praktiker range. The share of private label at its premium fascia Max Bahr is also anticipated to rise to 50%.

The world's top home improvement retailers The Home Depot and Lowe's share some common suppliers, including United Industries, which produces lawn care goods for both retailers under the respective brands of Vigoro and Sta-Green. Other suppliers, such as Behr, have chosen to sell its products exclusively at The Home Depot.

Entry level private label products are increasingly making gains in both sectors with electricals retailer DSGi recently launching its Essentials range, Kingfisher's B&Q re-emphasising its Value range and Homebase launching its own Value range. This development has served to heighten the retailers' value credentials.

Your key questions answered
What are the key issues that I need to consider when developing a new private label line?
What strategies are my competitors adopting for their own brand ranges?
What advantages do retailers have in developing new product lines over manufacturers?
What types of innovative products can I develop in response to changing consumer trends?
How do I brand my private label ranges and how much prominence do I give them instore?

For more information or to purchase this report, go to:
-  http://www.fastmr.com/prod/101644_private_label_strategie...

Partial Table of Contents:

TABLE OF CONTENTS

Overview 1
About the series 1
Summary 1
Strategic Context 8
There are a variety of strategic motivations to introduce private labels 8
Key strategic considerations exist across all elements of the retail mix 11
Strategy in Focus - Electricals Specialists 16
The Metro Group is relaunching a private label strategy after historic challenges in the area 16
Best Buy sees private label as a means of responding quickly to new consumer demands 20
Yamada Denki had a very basic private label offer 28
Dixons Retail is refining its private label range architecture 31
Gome Home Appliance Group plans to develop a private label range in the future 39
Kesa Electricals has one private label brand that is present across its European network 42
Strategy in Focus - DIY Specialists 49
The Home Depot focuses on exclusive product partnerships as well as private label 49
Lowe's has several long-standing and established private label lines 54
Kingfisher has recently reemphasized its B&Q Value range 60
OBI (Tengelmann) prices its private label products in the low to mid ranges 64
Groupe Adeo's private label lines focus on big ticket items 71
Kesko is extending the international presence of its private label ranges 73
Home Retail Group has invested in eye-catching packaging for its own brand ranges 75
Praktiker aims to expand its own brand ranges to account for nearly half of total sales 84
Travis Perkins' Wickes stores sell almost exclusively own brand goods 89
Strategic Action Points 95
Consider alternative or complementary approaches to private label development 95
Capitalize on your customers' proximity and flexibility to meet emerging consumer demands 95
Complement private label products with superior added value services 97
Align brand development and communications with categories and your reputation 97
Ensure own brand ranges have an evident pricing and branding structure 98
Use a variety of promotional methods to differentiate your private label products 99
Maximize private label product distribution in terms of geographies and channels 99
Appendix 101
Definitions 101
Methodology 101
Further reading 101
Ask the analyst 101
Verdict's global retail proposition 101
Verdict consulting 102
Disclaimer 102

TABLE OF FIGURES
Figure 1: Kingfisher's profit results in 2009 and 2010 for B&Q in the UK and Ireland 9
Figure 2: Examples of two possible price structures for private label ranges 13
Figure 3: Media Saturn store banners, Media Markt and Saturn 16
Figure 4: Logo and product example of Media Saturn's own brand, Sungoo 18
Figure 5: Privileg branded items and logo, now owned by Whirlpool 20
Figure 6: A Best Buy store in the US 21
Figure 7: Best Buy's store brands present across the world 22
Figure 8: Best Buy private label brands and product examples 24
Figure 9: Next Class branded laptops 25
Figure 10: Banner marketing the Nook e-book reader as a 'Deal of the Week' on Best Buy's online store 26
Figure 11: Illustration of Yamada Denki's flagship Labi 1 Namba store in Namba 28
Figure 12: Frontier branded laptop at Yamada Denki 29
Figure 13: Promotional poster for Frontier branded PC 30

Full Table of Contents is available at:
-- http://www.fastmr.com/catalog/product.aspx?productid=1016...

About Verdict Group

With over 20 years' experience, Verdict Research is the UKÔøΩs leading authority on retailing, and publishes unrivalled independent analysis. Verdict reports, forecasts, briefings, consumer research and bespoke consulting services provide clients with a complete picture of the UK and international retail arena, helping retailers, manufacturers, service suppliers, city analysts and consultants to fully exploit opportunities within the sector.  View more research from Verdict Research at http://www.fastmr.com/catalog/publishers.aspx?pubid=1005

About Fast Market Research

Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available.

For more information about these or related research reports, please visit our website at http://www.fastmr.com or call us at 1.800.844.8156.

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Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available.