RMG 200 Lecture Notes - Lecture 8: Private Label, Sports Equipment, Alternative Dispute Resolution

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Janice Rudkowski

Document Summary

Designed, produced, and marketed by a vendor and sold by many retailers. Developed by retailer and only sold in retailer"s outlets. Developed by licensee and sold to either manufacturer or retailer. Unique merchandise not available at competitive outlets. Difficulty for customers to compare price with competitors. Require significant investments in design, global manufacturing sourcing. Need to develop expertise in developing and promoting brand. Private label brands represent 18% of the -billion of canadian packaged grocery sales. Help retailers build their image and traffic flow. Customers patronize retailers selling the branded merchandise. Comparable to or even superior to manufacturers brand quality. Imitate the manufacturers brand in appearance and packaging, perceived as lower quality, offered at a lower price. Sdm"s life brand placed next to manufacturers brands and look like them. Developed by a national brand vendor and sold exclusively by the retailer. Target a price-sensitive segment by offering a no-frills product at a discount price.