FMCG Private Label Development

Off By RetailMarketing

You need a private label development to optimise your production capacity? You need a private label concept to enter the discounter’s world?

Caused by the growth of the discounting in recent years throughout the world, manufacturers often face a dilemma of either developing the manufacturer’s brand or producing a private label product to be successful for a specific retailer.

The principle point generally is: if your product is relatively easy to copy, then expect a significant number of private label alternatives to be available for a retailer to choose from. Even if the product itself is easy to copy, then your cost of sourcing and/or production becomes the critical point! Due to our substantial retail knowledge and some of our partners coming from a food production background, we can support manufacturers in this key area of designing a way towards success.

If your product or product quality is difficult to copy, then generally it is wise to stay away from private label! Short-term rewards can sometimes look attractive, but we have the experience that thinking through a long-term perspective can be the right thing to do. RMT is strong in being heard in boardrooms, pointing out the advantages and risks of either staying firmly as a brand, or entering the world of private label manufacturing. We also can tell the story from the end consumer’s perspective and help manufacturers understand better the retailer and customers’ needs. Retail Marketing Team offers the following services: 

  • Target market(s) analysis for the brand‘s product categories including private label sector within the category
  • Competition analysis
  • Brand quality and private label price positioning
  • Evaluation of current portfolio
  • New product development
  • Private label development (how you can still own the brand/products!)
  • Business plan for private label development
  • Cost of production analysis and benchmarking