Strategic management of store brands: An analysis from the manufacturer’s perspective

Store brands have gone from being considered by retailers as profitability tools to being considered as marketing tools in the creation of value for the commercial establishment. For manufacturers, producing these brands is considered, on occasions, a source of greater economic profit or relational benefits, and on other occasions, it is considered the only alternative for entering or remaining in a channel. The objectives of manufacturers and retailers with store brands and the strategic management by both agents regarding these brands constitute aspects of special interest in the study of store brands. This work presents an empirical research performed on the business units of consumer goods manufacturers, hereby highlighting the differences between manufacturers and non-manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising for store brands; the greater number of production and market motivations versus the relational motivations in the manufacture of store brands; the no convenience of producing store brands for leading manufacturers, and the slight differences in the manufacturing process between manufacturer and store brands, among other aspects.

Resultados económicos y relacionales del fabricante con la marca de distribuidor.

En el ámbito de la marca de distribuidor resulta de gran interés conocer la rentabilidad que el fabricante obtiene con estas marcas en comparación con sus marcas de fabricante, y los resultados relacionales del fabricante con el distribuidor como consecuencia de producir una marca de distribuidor. El estudio comparativo de los resultados económicos y relacionales del fabricante para las marcas de fabricante y distribuidor que componen su cartera de productos ha sido frecuentemente abordado desde una perspectiva teórica y rara vez se ha visto sustentado por una investigación empírica. En este trabajo, se utiliza la información proveniente de una encuesta postal realizada a unidades de negocio fabricantes de marca de distribuidor en productos de gran consumo, para aportar evidencia a las argumentaciones teóricas. La investigación empírica realizada permite analizar comparativamente los resultados económicos -margen bruto sobre ventas- de los fabricantes con la marca de distribuidor y las marcas de fabricante, y los resultados relacionales -de satisfacción y dependencia- de los fabricantes en la producción de las marcas de distribuidor. Además se analiza la influencia del perfil del fabricante y de su estrategia competitiva en ambos resultados, económicos y relacionales.

Shelf Space. Journal of Retailing and Consumer Services

 In recent decades, the Spanish retail trade sector has undergone profound changes, to a certain degree similar to those occurring throughout Europe. This sector isdeveloping towards greater levels of concentration, enabling it to acquire more power in the exchange relationships with manufacturers and even, in some cases, come to dominate them. The strong growth of large distribution chains and their high level ofconcentration in most countries in the European Union give retailers an advantageous position for negotiations with manufacturers. Therefore, manufacturers emphasizein negotiations the conditions in relation to distribution services evidenced in the shelf or in the outlet, such as payment for shelf end units, point of sale promotions, product placement on the shelf or definition of product range. Likewise, the space assigned tobrands on the shelf is an important element in the negotiation of distributors with manufacturers.

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Export Marketing Strategies. Journal of Euromarketing

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