Att smöra för EMV kan smälta kategorin

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: Private labels have been increasing a lot during the last 30 years. The reason is great margins and it also works as an aid to build a store's brand. The problem is that private labels take market shares from national brands. Retailers need to have a good mix between these products and adopting category management without being influenced by opportunism, which can lower the profitability of a category. The purpose of this study is to examine and describe how private labels are prioritized in the category edible fat. We also tend to examine what happens if you act opportunistic and increase shelf space for private labels. The study was carried out by visiting 34 ICA-stores and also by doing an experiment where we increased the facings of ICA's private labels. The results show that private labels have too many facings in the shelf compared to their sales. By increasing the shelf space of private labels we saw a decrease in profitability for both private labels and the whole category. We also saw an increase in sales of national brands. Our recommendations for retailers are to think twice before giving more facings to private labels since this might decrease the profitability. The manufacturers of national brands can make profit by working with price reductions or adding value to their brands.

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