Private Label - Consumer Centric Products, The Value Proposition & Brilliant Marketing?!

On this episode of The Marketing Show we explore the rise of Private Label goods.  On the surface, Private Label doesn't feel like they represent "real marketing", however when you look beneath the surface, there is a lot we can learn from such offerings. Key to Private Label positioning is putting consumers at the heart of product design as there is not usually brand equity to fill in the gaps. Beyond this we explore what value means to a consumer and how Private Label offerings are disrupting the retail landscape through premiumisation and benefitting from changing consumer perceptions. We have a case study on Heinz, who were able to learn from the Private Label goods in their category and improve their product offering through innovation to win back share. As always, we are excited to have you along for our learning journey. If you like the show, please subscribe on Apple Podcasts or Spotify, and give us a 5 star rating while you are there.