Profitably Marketing Products through Grocery Retailers

Abstract

Presents two distinct categories of braned merchandise in consumer purchasing goods, for today's market: proprietary or manufacturer‐owned; or the retailer‐owned or ‘own label’. Shows that own labels provide low levels of profit owing to competing manufacturers' willingness to supply the products. Whereas manufacturers marketing their own proprietary brands to consumers can directly influence the consumer's purchasing bent, and therefore promote long‐term franchise for their products. Goes on to discuss the methodology and the three separate processes involved: desk research; literature; and field research. Concludes that retailers and manufacturers need to heighten their highly interdependent social process but that the opportunity, challenge and solution are there to be grasped.

Citation

Whitehead, P.A. (1986), "Profitably Marketing Products through Grocery Retailers", European Journal of Marketing, Vol. 20 No. 6, pp. 52-67. https://doi.org/10.1108/EUM0000000004650