Links – naar Casussen

Studeren gaat het beste met voorbeelden en casussen die aanspreken. Er serie casussen is verzameld, deze zijn wel in het Engels maar dat zal geen probleem zijn. Volg de link hier en kom dan in de dropbox met casussen.

Hieronder een paar voorbeelden van casussen die te gebruiken zijn om het gesprek te starten, of uitdagende oefeningen te doen.

Supermarket private labels: Growth following economic downturn

Introduction. During project 2 we did a assignment with Lidl. To RR the core element in the need to change for Lidl is the different stand FMCG companies make and the changing buying behavior of consumers. The case below from MarketLine continues in this thougth train.

The economic downturn in the UK hasresulted in the migration of customers towards private label offerings. Britishconsumers are becoming increasingly aware of how they are spending their moneyand a decline in disposable income has resulted in consumers shopping forcheaper, good quality alternatives. This has provided supermarkets with theopportunity to establish their position as providers of cheap, good qualityfood products. This case study analyzes the rise of private labels and thestrategies used by these companies to become leading players. This report willalso assess the threat private labels pose to branded labels.

Summary

  • An economic recession triggers price consciousness among consumers and they are less likely to spend on branded food products. This has been particularly prevalent in the UK. Findings from the Office for National Statistics (ONS) highlighted that disposable income available to households fell 1.7% between the end of 2012 and the first three months of 2013; the biggest decline since early 1987. Furthermore, consumers have reported using their credit cards and savings to purchase core necessities.
  • The growth in private labels has increased supermarket profit. There are two things that retailers are interested in, customers and profit, and private labels have helped attract in both. Price is not the only driving force behind private labels; supermarkets are using segmented marketing to meet consumer demands. As well as making more money per item, store brands can also be offered as exclusive lines to widen its consumer base. Exclusive lines help supermarkets compete with branded labels, and these retailers are even using marketing strategies such as the use of phantom brands (brands which lack any distinct reference to the retailer’s core brand) to entice consumers.
  • The growth of private labels has raised concerns for leading food brands and more branded food manufacturers are forcing their way into the private label sector in order to maintain market share. Not only has the range and quality of store brands improved, so too has the packaging which has further narrowed the gap between private labels and branded labels.
  • Supermarkets have even extended their own-label packaging to look very similar to branded products. This is an interesting marketing strategy as consumer may be more willing to purchase items which resemble branded product. By improving on the packaging of products supermarkets are contributing to changing consumer perception; consumers are not having to compromise on the quality of products, if they purchase cheaper alternatives to their branded range.

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