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Trends and innovations on Romanian market of private brands

The analysis Trends and innovations on Romanian market of private brands written by Ec. Florin Frasineanu was presented at the third edition of the conference "Private Labels - differentiation strategies" organized by the magazine Modern Buyer in September, 2011.

With a total of 90 pages and containing more than 250 photos, the analysis offers its readers an ample x-ray of Romanian market of private brands. What products or products lines launched major retail chains? Traditional products can become an opportunity for retailers or producers? What are the innovations brought by retailers in developing their own brands? Development opportunities for Romanian brands. Niche products that generate margin. "Me too" or matching competitors  as part of private brand strategy. Those are questions and tendencies for which you will find answers within the Analysis pages. All these are demonstrating the force of private brands but also the huge potential they have.

Imagine for a private brand an average percentage of only 10% from the turnover of a retailer like Metro, Kaufland or Carrefour. Those are retailers which had exceeded the threshold of one billion Euros annually. We obtain a higher figure than those achieved by many multinationals on Romanian market. But what if we increase this percentage to 20 or even 30%, as is the case for discounters?

The difference between private brands and manufacturer brands is only in marketing campaigns and in allocated advertising budgets. When retailers will develop their own advertising campaigns, these brands can become as powerful and well known as the producers brands. And this already begins to take shapes.





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