Paper info

The Mixed Brand and Private Label Strategy - Retailer's Perspective illustrated by the Rema1000 case

Jesper Kolind

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

In this paper, the terms "Focused" and "Mixed" suppliers / retailers are introduced and presented in an interface model. The general thesis is that suppliers and retailers face similar challenges and difficulties strategically and organizationally when they work with a mixed brand and private label strategy (working with both brands and private label in the same organization). Different models have been used with different results and the success/failure is not only a result of the individual approach but moreover of the co-operation between the two parties. This paper is limited to the retailers perspective and is covered through a literature review in particular about the reasons for retailers to get involved in private label and illustrated by an explorative case study of the discounter Rema1000.