Milton Law
National Brand vendors or Private
label
This is a National brand
Private label are products
product made by ConAgra
Foods for any one who
wants to sell this item.
developed by retailers. These are
manufactured for and by the
Kroger Co. for their stores like
Bakers and Loaf’N Jug.
National brands vendors Trade shows
 This trade show will have over 150 vendors showing items for anyone
involved in Electronic work.
 Trade show are used to show and make contact with people that might
want to place an order to buy national brand items, not just food but
any thing that is sold in stores.
Different between Wholesale Markets
and Trade shows.
 Wholesale market
 Trade shows
 These shows are for retail
 These shows are in
buyers it has a
concentration of vendors
within a specific
geographic location.
 These are permanent
showrooms . Like the
Garment district in New
York City.
different locations.
 Has a larger number of
vendors. The vendors
show new products.
 Like the annual
International Consumer
Electronics Show in Las
Vagas.
Private label brands Premium
brands
 Private –label brands, also called
 Premium brands are one of four
store brands, house brands are
products developed by retailers.
 Retailers develop the design and
specification for the product.
 Contract with manufactures to
produce the product.
 The product are only sold
exclusively by the retailer.
categories of private brands.
 Premium brands offer the
consumer a private label this is
comparable to, or even superior
to, a manufacturer’s brand
quality, sometimes with modest
price saving.
 Wal-Mart’s Sam’s Choice would
be one of the items.
Generic brands and Copycat brands
 Generic brands
 Copycat brands
 Generic brands target
 Copycat brands imitate
price-sensitive segment
by offering a no-frills
product at a discount
price.
 Commodities like milk
or eggs grocery stores
and underwear in
discount stores.
the manufacture’s brand
in appearance and
packaging, generally are
perceived as lower
quality, and are offered
at lower prices.
 CVS and Walgreen’s
brands a good examples.
Exclusive co brands National brands
 Exclusive co-brands
 This brand I developed by a
 National brands
 National brands vendors devote
national brand vendor, often in
conjunction with a retailer, and
is sold exclusively by the retailer.
 The retailer product will have a
different model number than
the one the national brand
vendor sells. Maybe different
exterior features between the
two models.
 This way the prices for the items
can be very different.
considerable resources to
creating images of their brands
that build customer loyalty.
 The vendors of national brands
assume all the expenses from
start to finish product and
promoting the brand.
 These are sold to all retailers.
This makes it hard to sell with
out dicounts.
 Sony is a good example of a
national brand.
How Kroger Brand defined brands
 Kroger Brand products play a central role in our merchandising strategy
Our supermarkets, on average, stock approximately 11,000 private label items.
 Three-Tier Marketing Strategy
Kroger brand products are produced and sold in three quality tiers. This strategy fills the
needs of all our customers in the various markets where we operate. All tiers are value
priced to offer shoppers big savings over other premium, national and economy brand
items.
 Private Selection® is our premium quality brand is designed to meet or beat "gourmet"
or "upscale" national or regional brands.
 Banner brands (such as Kroger®, Ralphs®, King Soopers®), which represent the majority
of the 11,000 items stocked in our stores, are designed to be equal to or better than the
national brand. These brands are backed by a "Try It, Like It, or Get the National Brand
Free" guarantee.
 Our Value TM brand is designed to deliver good quality at a very affordable price.
 Manufacturing Facilities
Approximately 39% of the corporate brand units sold are produced in Kroger's 40
manufacturing plants; the remaining corporate brand items are produced to Kroger's
strict specifications by outside manufacturers.