Exemplary case studies (A): National Brands winning in spite of Private Label gains
Success recipes differ but new products and more distribution almost always an ingredient
Beverage brand Poland
New products and range rationalisation with gains in all main retailers and, in this case, a small 4% premium for the new products. In summary, plenty of activity and now available nearly everywhere.
Food brand Germany
Distribution gains in some leading retailers, combined with losses in others but new products at a 7% premium vs the brand leading to increased shelf visibility. In summary, new products providing opportunities in some retailers and more presence on shelves.
Household brand Germany
Additional listings in 3 leading retailers, new products at a 4% price advantage vs the brand, bringing increased shelf visibility. In summary, new products and more distribution driving share gains.
Watch the 5th video of our Consumer Pulse Crisis Video series
When times get tough, most brands lean harder on promotions. The long-run data suggests that’s often the opposite of what builds a brand. Professor Marnik Dekimpe (Research Professor of Marketing, Tilburg University) joins Richard Herbert to separate short-term wins from long-run brand health.
