Abstract

The caselet discusses how private labels are serving as an alternative for branded products. It explains the growing prominence of retailer brands and takes a look at the success of McBride in Europe. It gives information about the range of products available under private labels and focuses on the competition between store brands and global brands.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Growing prominence of private labels
• Can private labels replace branded products?
• How McBride is capturing the European consumers
• and The strategies that McBride adopted to attain a greater market share.

Keywords

McBride, FMCG (fast moving consumer goods), Unilever, dishwasher soap, household items, Tesco, private labels, branded products, retailer brands, own labels, store brands, retailers, cosmetics, baby products, Nestlé, Cadbury Schweppes, H.J. Heinz, product development, pack design, promotional tactics, pricing and marketing campaigns, logistics, supply chain management, target audience, competitors