FAS 351 Lecture 10: CH11- Buying Strategies
Document Summary
Designed, produced, and marketed by a vendor and sold by many retailers. Strong brand awareness so more desired by customers. Manufacturer support for stocking, presentation, and promotion. Developed by retailer and only sold exclusively. Unique merchandise not available at competitive outlets. Difficult for customers to compare price with competitors. Need to develop expertise in developing and promoting brand. Private label at or above manufacturer- brand quality and usually lower price. Private label above manufacturer- brand quality for the same price. Private labels that closely imitate the trade dress and product attributes of leading manufacturer brands. Imitates the manufacturer brand in appearance and trade dress. Developed by a national brand vendor, often in conjunction with a retailer, and sold exclusively by the retailer (american beauty by estee lauder sold exclusively at kohl(cid:495)s) Developed by license and sold to either manufacturer or retailer. Pillsbury brownies with nestle chocolate or dell computers with intel. Total control of price, promotion and merchandising.
