Retail
Branding

Background

In the most advanced distribution systems, private labels have proven to be the companies’ most effective tool for long-term value creation. Success is achieved when there are coherent company policies in place and a brand portfolio designed to create and defend true “brand equity.” This, in turn, can

 

only be achieved when a company improves the strength of its reputation among its consumers, building a longstanding, loyal relationship.

What We Offer

Retail-Lab helps companies manage the ‘reputational positioning’ of their private label(s) by applying innovative models that use value indices to measure the end-user’s perception of a label’s distinctive characteristics (perceived quality, sustainability, pricing, innovation etc.). The analyses, made based on a representative consumer sample, provide us with a framework for the strategic positioning of the various types of private labels as well as which strategies to implement to improve a product’s characteristics and the consumers’ perception of them.

Expertise

  • Analyses of the Brand’s Offer and Positioning in the Target Market
  • Using and Leveraging Internal Information
  • Perceptive Systems Techniques and Analyses
  • MDD Index for each Category, Sector and Consumer Profiling
  • Analyses of the Product Range and Co-Packing Policies
  • Innovative Store Promotion

Tools & Methodology

Qualitative Research Interviews and focus group

Qualitative Research Interviews and focus group

Quantitative Research Questionnaires, analysis, models

Quantitative Research Questionnaires, analysis, models

Experiments In the lab and the field

Experiments In the lab and the field