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  • Analysis of Positioning Strategies For Private Label Brands Using The Example of Private Label Hair Care Brands Distributed by Drugstore Chains

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    ANGELYN TI-AD
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    The document summarizes the strengths, weaknesses, opportunities, and threats for a private label beauty (PLB) product. It notes weaknesses in the label design, smell, and name that do not appeal to target customers or differentiate the product from competitors. Opportunities include promoting sustainability and supporting regional suppliers to attract customers. Threats include aggressive advertising from larger competitors and limited financial resources compared to major retailers.

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    Analysis_of_positioning_strategies_for_private_label_brands_using_the_example_of_private_label_hair_care_brands_distributed_by_drugstore_chains (1)

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    The document summarizes the strengths, weaknesses, opportunities, and threats for a private label beauty (PLB) product. It notes weaknesses in the label design, smell, and name that do not appeal to target customers or differentiate the product from competitors. Opportunities include promoting sustainability and supporting regional suppliers to attract customers. Threats include aggressive advertising from larger competitors and limited financial resources compared to major retailers.

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    © All Rights Reserved
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    7 views2 pages

    Analysis of Positioning Strategies For Private Label Brands Using The Example of Private Label Hair Care Brands Distributed by Drugstore Chains

    Uploaded by

    ANGELYN TI-AD
    The document summarizes the strengths, weaknesses, opportunities, and threats for a private label beauty (PLB) product. It notes weaknesses in the label design, smell, and name that do not appeal to target customers or differentiate the product from competitors. Opportunities include promoting sustainability and supporting regional suppliers to attract customers. Threats include aggressive advertising from larger competitors and limited financial resources compared to major retailers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    STRENGTHS WEAKNESSES

    Packaging: Label: Label: Smell:


    - up-market - universal , non- - technical, unaesthetic - detergent-like, not
    - aesthetic restrictive towards a - conveys wrong values caring but cleansing
    -> differentiator to other PLBs target group - small fonts put no focus - not identifiable
    Positioning statement: - different to other PLBs - functional, no emotions components
    - honest Positioning statement: Name:
    - pragmatic - no real USP - not suited for beauty
    - concentrated - no empirical values care products
    Promotion:

    - lacking promotion during Charismatic Lavander


    - Shampoo-bar
    Status: Competition:
    - long established in Hamburg - dm and Rossmann
    -> Budni as "Hamburger Original"
    expand branch networks

    -- sustainability imagewill of clients to support a regional supplier Promotion:- aggressive advertisment


    - highly competitive

    by dm market
    - Rossmann offers price
    discounts on PLB
    Economic power:
    smallest branch network
    -> less sales + economies of
    sales -> little financial scope

    OPPORTUNITIES THREATS

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