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Store Brands (Types of store brand (Classic store brand - positioned…
Store Brands
Types of store brand
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Generic store brand - basic, plain packaging, no ads, cuts in quality (Tesco Value)
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Benefits to Shoppers
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Initial suspicion and cynicism about their quality has been reduced due to improvement in quality and packaging
Shopper can benefit from lower price, greater variety and degree of choice due to retailers driving quality improvements in store brands and manufacturers respond to the developments
Manufacturers
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Challenges
Designing an appropriate response because store brands have a tendency to close the gap in areas such as quality
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Retailers
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Challenges
As the shift to higher quality occurs, more marketing investment may be needed
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As quality improves across the store brand portfolio, retailers will hope and expect higher levels of loyalty - might face disappointment if this doesn't occur