Framing a private label offering for a specialist DIY retailer
Context
Our customer is looking to increase its profitability, win the loyalty of individual project customers and strengthen its position with semi-professional customers.
Objective
Evaluate the potential of own-brands by range, and define the positioning strategy for this new offering.
VERTONE contribution
- Three-dimensional evaluation of different product ranges: profitability, customer selection criteria, potential evaluation in relation to competitors
- Classification of ranges according to their potential: profitability, palatability
- Developing the private label strategy: understanding the positioning of competitors' own brands and developing positioning scenarios through co-construction workshops.
- Modeling of selected scenarios: identification of structuring assumptions, pricing work and preparation of a detailed business plan.
- Impact studies: workshops, feasibility studies with field teams and suppliers, work on specifications
To find out more, contact our team
