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Our Time Is Now!

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Private Brands Summit FMI
by Andres Siefken
VP Marketing at Daymon WW

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Our Time Is Now!

  1. 1. Our Time is Now! Andres Siefken Vice President of Marketing Daymon Worldwide
  2. 2. Andres Siefken - VP Marketing New York, June 16, 2009 2
  3. 3. 3
  4. 4. There are 3 things I want you to remember from this meeting … 1. The Consumer is the boss! 2. Private Brands are not a trend. They are here to stay! 3. It’s in our hands to make Private Brands the Brand of Choice! 4
  5. 5. 1. The Consumer is the boss! 5
  6. 6. There Are New Drivers of Behavior - The New Frugality Survivalism Trading Down Cocooning Living Better on Less 6
  7. 7. Private Brands are Leveraging Key Mega-Trends Specific/Targeted 7
  8. 8. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment 8
  9. 9. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment Healthy Body and Planet 9
  10. 10. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment Healthy Body and Planet Simplistic Convenience 10
  11. 11. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment Healthy Body and Planet Simplistic Convenience The Aging Consumer 11
  12. 12. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment Healthy Body and Planet Simplistic Convenience The Aging Consumer Glocal 12
  13. 13. Private Brands are Leveraging Key Mega-Trends Specific/Targeted Comfort/Enjoyment Healthy Body and Planet Simplistic Convenience The Aging Consumer Glocal 13
  14. 14. Value Doesn’t Mean The Same To Everyone… Value = Price Value = Quality/Price Value = Benefit/Price 14
  15. 15. The Media Is Helping To Evolve The Consumer’s Perception. 15
  16. 16. Understand Innovate Differentiate Connect 16
  17. 17. 2. Private Brands are not a trend. They are here to stay! 17
  18. 18. Private Brands: A Global Movement Europe North America Canada 24% Switzerland 47% Asia UK 43% South America Unted States 22% Germany 37% Japan 6% China 5% Brazil 8% Mexico 5% Oceania Africa Australia 25% South Africa 11% New Zealand 13% 18
  19. 19. Private Brands continue to grow… Share of Market by Value, 2007e-2008f (%) 47 Switzerland 46 43 UK 39 37 Germany 34 32 Spain 29 Belgium 31 How do we 28 France 27 29 close the GAP? 27 Netherlands 24 24 Canada 21 25 Australia 21 23 WORLD AVERAGE 20 The U.S. share is similar to 22 USA 19 the world average New Zealand 13 12 Italy 12 11 14 India 10 11 South Africa 8 8 Brazil 2008f (%) 6 6 2007e (%) Japan 4 5 Mexico 3 5 China 3 4 Russia 3 19 Note: Based on selected mature and emerging markets; f - forecast. Source: Planet Retail Ltd - www.planetretail.net; partly based on ACNielson 19
  20. 20. Global/Regional Retailers are Elevating Store Brands into Something Bigger and Better 20
  21. 21. Brand building practices are becoming more important - Portfolio Brand Architecture Charles & Betty Urban Core "La Familia” Food Non-Food Health Beauty Baby GM Department Department Department Department Department Department Premium NBE Value Source: Spectra InfiNet 08D Index 21
  22. 22. Brand building practices are becoming more important - Packaging Design 22
  23. 23. Industry Leaders are Driving Share through Focused Efforts Unique Items in Category Consumer-Targeted Category Management Brands Harris Teeter Target Wegmans Each brand in the portfolio Choxie brand offers original Goal to have Wegmans brand connects with specific chocolate items #1 or #2 in every category shoppers Source: “Competing in the New World of Brands: The Next Wave of Private Label”, McKinsey 23 & Company, GMA and FPA, 2007
  24. 24. Retailers Are Making it Easier to Shop Simplifying the brand message 24
  25. 25. Retailers Are Making it Easier to Shop Auchan - China 25
  26. 26. CPG brands are not the only advertised brands anymore 26
  27. 27. CPG brands are not the only advertised brands anymore 27
  28. 28. CPG brands are not the only advertised brands anymore 28
  29. 29. Consumer Events are Helping Build the Trust Interaction 29
  30. 30. Private Brands can be hip and cool! I love my Wegmans brand Whole Foods 365 mentions My HEB advertising contest Target iphone application 30
  31. 31. 3. It’s in our hands to make Private Brands the Brand of Choice! 31
  32. 32. It’s in our hands to make Private Brands the Brand of Choice! Address the consumer needs with Private Brands Use Private Brands as a strategic weapon Capitalize on the economic downturn Get the buyers and category directors engaged Make it easy to shop Move from push to pull 32
  33. 33. Do you have a strategy to build your store brands? 33
  34. 34. 34

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