Artyom Kravchenko. How to Compete with Private Labels (pls) as They Continue to Outperform National Brands

Social Sciences / Economics / Marketing

Submitted on: Jun 25, 2019, 15:19:56

Description: The significant growth of private label brands in many categories and marketplaces has reshaped the competitive landscape in the Consumer Packaged Goods (CPG) industry. Today, global CPG companies have to fight for market share not only against global players but also against local retailers that are capable of competing for customers by marketing their own brands. The purpose of this article is to (i) explain what private labels (PLs) are (ii) explain how PLs have gained ground over time and in different markets (iii) provide recommendations to global CPG companies on how to best compete with PLs.

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