Explore BrainMass
Share

private brands

This content was STOLEN from BrainMass.com - View the original, and get the already-completed solution here!

1) How buyers work with private brand.
2) Relate the different marketing concepts
3) How target marketing influences buying
4) How target markets are developed
5) What are the retail strategy different markets utilize
6) How do competitors influence buying decisions

total response about 400 words, 2 references

© BrainMass Inc. brainmass.com October 17, 2018, 1:35 am ad1c9bdddf
https://brainmass.com/business/business-management/private-brands-343924

Solution Preview

Buying Function

1) How buyers work with private brand.
Buyers work with private brands by first clarifying the need for the product. Finding information on the product; Listing and evaluating alternative products, then based on that information, evaluating the uses and benefits, they purchase the product they feel is best. In case of industrial buying there may be a formal tender floated.
2) Relate the different marketing concepts
Buying function relates to the different marketing concepts. The quality of the inputs affects the quality of product made and so its positioning. The cost at which purchasing is done affects the pricing and profitability of the product. If the buying function is centralized it must be distributed to different manufacturing facilities. The buying function in an indirect manner affects the distribution of the product. Finally, the purchasing decision affects how the product will be promoted. If ...

Solution Summary

private brands are discussed very comprehensively in this explanation..

$2.19
Similar Posting

Private Label Brands and National Brand Companies

Private label brands are products that are manufactured by one company and sold under another company's brand. Often positioned as lower cost alternatives to national brands, they have been increasing in popularity over the past several years. Store brands such as Wal-Mart's Equate or Target's Archer Farms are examples of private label brands.

According to a recent study by the Nielsen Company (Wong, 2008), 72% of respondents surveyed viewed private label brands as equivalent in quality to name brands. Rising commodity prices and consumer desire to get the best value for their money are driving the growth of private labels. As a result, some national brands have adopted a strategy of "if you can't beat them, join them," by making products for these private labels. For example, national brands such as Ralston-Purina, ConAgra, and Borden have all admitted to supplying products to various retailers to be used as private brands. Supporters of this strategy contend that it creates volume sales and profitability for national brands. Furthermore, businesses contend that if they do not supply retailers, someone else will, causing national brands to lose volume from private label sales and thereby jeopardizing a national brand company's profit position.

Other marketing experts disagree. They argue that consumers may become confused about the quality of the national brands. Opponents suggest that consumers may decide that national and private brands are essentially the same and hence, over time, private label brands may become as powerful as national brands. These critics contend that the long-term prognosis for national brand companies is not good if those companies continue with this strategy of supplying private labels.

Respond to the following:

* Do you think national brand companies should sell their products to private brands, or should national brands stay clear of the private brands and not get involved with the supply of products to these private labels?

* How does this play out in the international marketplace? What is the importance of national brands versus private labels internationally?

* Defend your answer with specific examples.

View Full Posting Details