Siefken, Andres(2)
-
Upload
myprivatebrand -
Category
Business
-
view
1.975 -
download
0
description
Transcript of Siefken, Andres(2)
![Page 1: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/1.jpg)
Our Time is Now!
Andres SiefkenVice President of MarketingDaymon Worldwide
![Page 2: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/2.jpg)
2
Andres Siefken - VP MarketingNew York, June 16, 2009
![Page 3: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/3.jpg)
3
![Page 4: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/4.jpg)
4
There are 3 things I want you to remember from this meeting …
1. The Consumer is the boss!
2. Private Brands are not a trend. They are here to stay!
3. It’s in our hands to make Private Brands the Brand of Choice!
![Page 5: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/5.jpg)
5
1. The Consumer is the boss!
![Page 6: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/6.jpg)
6
There Are New Drivers of Behavior - The New Frugality
Trading Down
Cocooning
Survivalism
Living Better on Less
![Page 7: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/7.jpg)
7
Private Brands are Leveraging Key Mega-Trends
Specific/Targeted
![Page 8: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/8.jpg)
8
Private Brands are Leveraging Key Mega-Trends
Specific/Targeted Comfort/Enjoyment
![Page 9: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/9.jpg)
9
Private Brands are Leveraging Key Mega-Trends
Specific/Targeted Healthy Body and PlanetComfort/Enjoyment
![Page 10: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/10.jpg)
10
Private Brands are Leveraging Key Mega-Trends
Healthy Body and PlanetSpecific/Targeted
Simplistic Convenience
Comfort/Enjoyment
![Page 11: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/11.jpg)
11
Private Brands are Leveraging Key Mega-Trends
Specific/Targeted Healthy Body and Planet
The Aging Consumer
Comfort/Enjoyment
Simplistic Convenience
![Page 12: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/12.jpg)
12
Private Brands are Leveraging Key Mega-Trends
The Aging Consumer
Specific/Targeted Healthy Body and Planet
Glocal
Comfort/Enjoyment
Simplistic Convenience
![Page 13: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/13.jpg)
13
Private Brands are Leveraging Key Mega-Trends
Glocal
Specific/Targeted Healthy Body and Planet
The Aging Consumer
Comfort/Enjoyment
Simplistic Convenience
![Page 14: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/14.jpg)
14
Value Doesn’t Mean The Same To Everyone…
Value = Price Value = Quality/Price Value = Benefit/Price
![Page 15: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/15.jpg)
15
The Media Is Helping To Evolve The Consumer’s Perception.
![Page 16: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/16.jpg)
16
Understand
Innovate
ConnectDifferentiate
![Page 17: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/17.jpg)
17
2. Private Brands are not a trend. They are here to stay!
![Page 18: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/18.jpg)
1818
Private Brands: A Global Movement
South AmericaBrazil 8%
North AmericaCanada 24%
Unted States 22%
Mexico 5%
EuropeSwitzerland 47%
UK 43%
Germany 37%
AsiaJapan 6%
China 5%
OceaniaAustralia 25%
New Zealand 13%
AfricaSouth Africa 11%
![Page 19: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/19.jpg)
19
47
43
37
32
31
29
27
24
25
23
22
13
12
14
11
8
6
5
5
4
39
34
29
28
27
24
21
21
20
19
12
11
10
8
6
4
3
3
46
3
Switzerland
UK
Germany
Spain
Belgium
France
Netherlands
Canada
Australia
WORLD AVERAGE
USA
New Zealand
Italy
India
South Africa
Brazil
Japan
Mexico
China
Russia
Share of Market by Value, 2007e-2008f (%)
2008f (%)
2007e (%)
Note: Based on selected mature and emerging markets; f - forecast.Source: Planet Retail Ltd - www.planetretail.net; partly based on ACNielson
19
Private Brands continue to grow…
The U.S. share is similar to the world average
How do weclose the GAP?
![Page 20: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/20.jpg)
20
Global/Regional Retailers are Elevating Store Brands into Something Bigger and Better
![Page 21: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/21.jpg)
21Source: Spectra InfiNet 08D Index
Charles & Betty Urban Core "La Familia”
Food Department
Non-Food Department
Health Department
Beauty Department
Baby Department
GM Department
Premium
NBE
Value
Brand building practices are becoming more important- Portfolio Brand Architecture
![Page 22: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/22.jpg)
22
Brand building practices are becoming more important- Packaging Design
![Page 23: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/23.jpg)
23
Industry Leaders are Driving Share through Focused Efforts
Source: “Competing in the New World of Brands: The Next Wave of Private Label”, McKinsey & Company, GMA and FPA, 2007
TargetChoxie brand offers original chocolate items
Unique Items in Category
WegmansGoal to have Wegmans brand #1 or #2 in every category
Category ManagementConsumer-Targeted
Brands
Harris TeeterEach brand in the portfolio connects with specific shoppers
![Page 24: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/24.jpg)
24
Retailers Are Making it Easier to Shop
Simplifying the brand message
![Page 25: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/25.jpg)
25
Auchan - China
Retailers Are Making it Easier to Shop
![Page 26: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/26.jpg)
26
CPG brands are not the only advertised brands anymore
![Page 27: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/27.jpg)
27
CPG brands are not the only advertised brands anymore
![Page 28: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/28.jpg)
28
CPG brands are not the only advertised brands anymore
![Page 29: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/29.jpg)
29
Consumer Events are Helping Build the Trust
Interaction
![Page 30: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/30.jpg)
30
Private Brands can be hip and cool!
I love my Wegmans brand
Whole Foods 365 mentions
My HEB advertising contest
Target iphone application
![Page 31: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/31.jpg)
31
3. It’s in our hands to make Private Brands the Brand
of Choice!
![Page 32: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/32.jpg)
32
It’s in our hands to make Private Brands the Brand of Choice!
Address the consumer needs with Private BrandsUse Private Brands as a strategic weaponCapitalize on the economic downturnGet the buyers and category directors engagedMake it easy to shopMove from push to pull
![Page 33: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/33.jpg)
33
Do you have a strategy to build your store brands?
![Page 34: Siefken, Andres(2)](https://reader033.fdocuments.net/reader033/viewer/2022051608/5454f4a1af795998788b4634/html5/thumbnails/34.jpg)
34