Use digital marketing tools to develop your private labels as real brands.

1. Private Brand with Big ‚B’
Agnieszka Krok, Head of Creative, Krzysztof Śpiewla, PR Manager
Private Label Made in Europe Fair and Conference
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2. Abanana
We’re building the wolrd of new media. Testing and using modern solutions in scope of web technology, strategy and creative
solutions . We love to share our knowledge.
Creative solutions
MARKETING

3. Actual problems of retail chains
STRATEGIC OUTLOOK
Concentration Margin Differentiation
01 EVERY YEAR IN POLAND
5% OF STRES CLOSE.
02 PRICE PRESSION 03 NUMBER OF CHAINS
GROW
Fot. Nicholas Eckhart@Flickr, lic. CC BY 2.0

4. PROBLEM:
Concentration
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omnis fugats vitaes nemo minima rerums unsers sadips amets.. Sed ut perspiciatis unde omnis
iste natus error sit voluptatem accusantium.
1
45%
CONCEPT
20%
AWESOME TEAM
CREATIVE
Lid est laborum dolo rumes fugats untras.
AWESOME TEAM
CREATIVE
Lid est laborum dolo rumes fugats untras.
CONSEQUENCE:
STRONGER
COMPETITION
2PRICE PRESSION
3SMALLER NEGOTIATION
SPACE
TARGET
COSTUMER
TARGET
COSTUMER
35%
55%
Dynamics of retail chains in Poland
Source: dr Urszula Kłosiewicz-Górecka, prof. IBRKK, Zmiany w handlu w okresie chwiejnego rozwoju gospodarczego Polski, March 2nd, 2015
Structure of retail spaces in Poland. Source: Rynek wewnętrzny w 2013 r. Informacje i opracowania statystyczne. GUS

5. Profitability
PROBLEM:
Retail chains are looping in chase
after the best price, and they don’t
know how to get out of this trap.
Marek Dąbrowiecki, Storck, in an interview for
Portal Spożywczy, 18th of June
Changes of added value in retail
market, according to National
Census
Among 200, 43 examined
businesses reported loss in 2013.
Portal Spożywczy after Bisnode Polska, February, 27th

6. //01
Friendly, neighbor’s, close, fresh….
Differentiation
PROBLEM:

7. Private label
THE SOLUTION CAN BE A
How?

8. Exit price wars: Prices distinctly higher
than by competiotors.
Sales value growth, supporting the chain
brand, increase of consumer loyalty: PL
sales double in 2 years.
Be local
WELL-THINKED STRATEGY
Company value maximalization, before it’s
sale: Succesfull fusion with Walgreens.
4 category brands.
2 of them directly connected to New York
Others – supporting chain’s „new-yorkness”
with additional attributes.
Private labels system:
Challenges and effects:

9. Specialist private brand

10. Taking the highger shelf in wide scope of
categories, to maximize margin.
Podbudowanie wizerunku sieci.
Reconstruction of chain’s image.
Reflets de France
SECTOR BRAND:
Complement of chain’s offer, export.
High quality.
Making-of: well-known chef, producers,
meetings, regional conotations.
Content richness in on-line communication.
Brand and communication:
Challenges and effects:

11. When private label pulls the chain
14,3 million views of the basic14,3 million views of the basic
videovideo
11,7 million views of e-11,7 million views of e-
postcardspostcards
Watch in Youtube
https://www.youtube.com/watch?v=jxVcgDMBU94

12. What about small chains?
ALL RIGHT, BUT…
Wisconsin Master’s Mark
Whether on point-of-sale materials … or
prominently displayed on cheese packaging,
the Wisconsin Master’s Mark serves as a point
of differentiation to add value to their cheese
display.
Wegmans Food Markets
Wegmans Food Markets, Rochester, N.Y., is
another example, Wisner states, boasting
plenty of chef-inspired, can-buy-it-only-here
items and loads of merchandising and
marketing support to back them up.
Garden Fresh Market
In addition to offering hard-to-match prices on
quality produce, differentiates itself via hard-to-
find ethnic foods.
Trader Joe’s
Think of … somebody like Trader Joe’s, who
essentially has converted the whole store into a
store of destination items.
Trader Jose’s is for Mexican cuisine, condiments,
and even beer; Trader Giotto’s is an Italian line
that includes pasta, pizza and bruschetta; and
Trader Joe-san’s is for Japanese cuisine. It also
has Trader Darwin’s, which is a brand of vitamins
and health supplements.
Źródła
http://www.fullsurge.com/perspectives/articles/brand/best-practices-private-label-branding
http://www.storebrands.info/store-brand-insights/special-features/why-bother

13. And if you don’t have an American budget…
…you have digital communication

14. Store reach space– 28,27×50=1 414 km2
Radio reach space – ok. 15 387 km2
What about the reach?
OVERCOMING DIFFICULTIES
Ineffective radio reach:
1414÷15387=91,8%
Radio campaign expenses vs. chain map.
Assumed: store reach radius = 3 km.

15. Campaign simulation

16. LET’S GET BACK TO THE EXAMPLE
//01
44% PAID REACH
EARNED REACH – E-CARDS.
EARNED REACH – SPOT
How much EDEKA paid for their campaign?
12%
44%

17. Internet is better
37%
Cheaper
2
Senses engaged
+20..
+60%
Viral reach
1
Using only 1 of
many ways of
targeting

18. Take advantage of what you have
CHANNELS YOU ALREADY USE
//01
E-Mailing FlyersWWW, apps Social media Packaging Store

19. Not only product-price
Build your image.
Build consumer loyalty.
E-mailing
YOUR CHANNEL
Shape sales.
Private Label:
„Justifies” chain brand.
Takes advantage of the channel.
Comprises the whole communication.

20. Website
Vastness of contentVastness of content
Reason to believe, reason toReason to believe, reason to
buybuy
Strictly bound with the productStrictly bound with the product
Connected with other activities:Connected with other activities:
social media, events etc.social media, events etc.
RemarketingRemarketing
Integrate!Integrate!

21. Useful tool for both channel and the consumer
Build image.
Build loyalty.
Application
YOUR CHANNEL
Shape sales.
For private brands:
Suggesting products in shopping list,
replacemnent lists
Using wide possibilities to show up
Easy use of social media

22. Closer communication builds-up relations
FB is the firstplace to contact or complain
Social media
YOUR CHANNEL
We do take friends’ opinions in account.
Facebook is also a medium to make reach
Instagram
Blogs and vlogs

23. Leaflet or… magazine
YOUR CHANNEL
Build your image.
Build consumer loyalty.
Shape sales.
Private Label:
„Justifies” chain brand.
Takes advantage of the channel.
Comprises the whole communication.

24. Augmented reality
QR codes
pACKAGING
YOUR CHANNEL
NFC

25. Beacons
2 times better app conversion (Walgreens).
6 times more app users (Carrefour)
28% more footfall (Walgreens)
In store
YOUR CHANNEL
Incredibble analytical opportunities
Private Labels:
Detailed analytics of connections between
foofall, sales and marketing activities
Consumer engagement
Full in-store consumer guidance
Fot. materiały prasowe Estimote

26. //01
1
3
5
2
4
6
02 EXACT REACH:
In right place, in right time, directly to the
right people
04 PERFORMANCE
Using tools which support
buying decisions
06 FEEDBACK
To improve effects
BRAND STORY 01
In very capacious media
MEASURING AND
RESEARCH05
Connecting data about people, search,
communications
EMOTIONALLY ENGAGING 03
Thanks to social and traditional media
„Integration – thank to Internet
THE POINT IS NOT TO HAVE A LOT

27. //01
1
3
5
2
4
6
02 PERSONALITY
04 CULTURE
06 CONSUMER’S SELF-IMAGE
PHYSICAL FEATURES 01
REFLECTION 05
RELATIONS 03
Build complete brand easily

28. Create real private Brands – it profits:
//01
Helping to avoid price pression.
To strenghten market position.
To build loyalty.

29. Thank you
Agnieszka Krok, Krzysztof Śpiewla
+48122923333 www.abanana.pl
www.eura7.com
info@eura7.com